What is Behavioral Marketing?

Behavioral marketing is a robust method of gathering data on consumer behavior in order to segment and target audiences in a laser-like fashion. This type of marketing is focused on individual patterns of engagement and behavior in order to match specific intents, interests, and needs of the ideal market.

Behavioral marketing is the method by which companies target audiences based on their behavior, interests, intentions, geolocation, and other metrics using web analytics, cookies, search history, and other insights. By finely segmenting audiences based on specific behaviors or definitive user profiles, organizations can provide truly relevant content and offers rather than sending a general message to all audiences.

Marketing Automation

Data is incredibly valuable and as companies continue building out massive information caches, they can get better at generating and serving up relevant content to consumers.

As marketing automation and machine learning technologies continue to improve, businesses can leverage their incredible databases to forecast consumer behavior even months in advance.

Keeping messaging and content individual-centric rather than channel- or product-centric is the most effective marketing automation strategy in combating banner blindness. Data, if gathered appropriately and used responsibly, can solve for needs on an individual basis.

Ultimately, when done appropriately, behavioral marketing can be an opportunity for your organization to better meet your customers' needs by using data on your audience's behavior to inform your business strategy.