Some 51 million US households now engage in over-the-top (OTT) streaming of video content–i.e., via the Internet to a television set–according to recent research from comScore. Read the full article at MarketingProfs
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In the past, marketing to consumers based on things like how many pages they visited on a site were rudimentary at best. They could tell you, in broad strokes, what a customer might be interested in — but they weren’t very specific. It was a lot like trying to guess what kind of picture a puzzle might make when you only have a couple of the pieces.
Behavioral marketing has changed all of that. But what should you know about it, and how do you get started? Let’s take a closer look.
What is Behavioral Marketing?
Rather than throwing a bunch of ads at consumers and hope some of the marketing message sticks, behavioral marketing takes all the available information — browsing and search history, IPs and cookies — and uses it to build a more definitive profile of the user, and then tailor marketing messages accordingly.
As the consumer visits more pages, browses more products or lingers on certain coupons, deals and offers will become more targeted and precise. The more information an ad network has, for example, the narrower they can define an ad’s segmentation to reach the right people at the right time.
Ingenious, right? But actually seeing behavioral marketing in practice can really stoke the fire in terms of generating new ideas. Rather than just give you examples, however, we’ve gone a step further to list out some of the best tools you can use to get started with behavioral marketing as well.
Examples of Behavioral Marketing
Behavioral marketing actually encompasses a wide range of marketing strategies — including retargeting (also known as remarketing), email marketing, product suggestions and much more. All of these are facets of behaviorally-based targeting and can be used as standalone strategies or coupled together for even greater effect on your target audience.
Retargeting and remarketing take into consideration the pages and products you’ve viewed, and then show them again even if you’re not on the original website. Both Google and Facebook offer retargeting options in their respective advertising platforms. You’ll need to think about which segment of your audience you want to retarget, and what kind of offer(s) you want to present to them.
How to Set Up Ad-Based Retargeting
To Set Up Retargeting in Google Adwords
- Sign into your Adwords account
- Click on Campaigns and click the +Campaign button
- Select “Display Network Only” (click here if you want to set up a remarketing campaign for the Search network)
- Leave “Marketing objectives” option selected and check “Buy on Your Website”
- Enter your campaign name, bidding strategy and budget
- Click Save and Continue
- Enter your ad group name and bid
- Under the option “Choose how to target your ads” click “interests and remarketing”
- In the “Select a category” drop down menu, choose “Remarketing Lists” and then click Set Up Remarketing
At this point, Adwords will create a remarketing tag for you. You can send it to yourself or your developer along with instructions on how to add it to your website. If you have Google Analytics running, there’s a checkbox to “use the tracking code that’s already on your website” instead.
Adwords starts you off by creating an “All Visitors” list, so you don’t have to have a remarketing list already made up. When you’re just starting out, this list includes anyone and everyone who has visited pages on your site with the remarketing tag.
- Next, enter your ad group name and bid. You’ll see the “All Visitors” list added to your ad group under the “Remarketing lists” tab
- Then simply click Save and Continue to start creating your ads, or Skip ad creation to do so later. It’s a good idea to create both text and image ads in various sizes so that you’ll have an ad ready to show no matter what other pages your ideal customer visits.
To Set Up Retargeting in Facebook
- Login to your Facebook Ad manager and choose Audiences
- Click on Create Audience and choose Custom Audience. For this example, we’ll retarget people who have already visited your site.
- Under “How do you want to create this audience?” choose Website Traffic
- Choose your target audience from the dropdown menu. You can target a wide range of users, including
Anyone who visits your site
People who visit certain pages
People who visit certain pages but not others
People who haven’t visited after a set amount of time
A custom combination of your own choosing
- Then, you’ll simply get your pixel code and you’re ready to start retargeting.
As a side note, if you don’t yet have a Facebook pixel code, you’ll need one in order to accurately track visitors for Facebook retargeting. Here’s a step by step guide from Facebook on how to do this.
In order to get the most momentum out of your retargeted Adwords and Facebook ads, you’ll want to plan your campaign accordingly. Who do you want to target? Create an ad that appeals to that specific segment. For example, people who looked at a specific product and possibly added it to their cart, but didn’t make a purchase may benefit from a retargeted ad offering a discount or free shipping.
Here are a few examples to get you brainstorming:
This Amazon retargeted ad on Facebook shares Valentine’s day deals to last-minute shoppers and throws in free one-day shipping to help seal the deal.
This retargeted Best Buy ad lets you know you have items in your cart and helps ease any reluctance by reminding you of their Price Match Guarantee, free in-store pickup and free shipping.
This ad from Expedia targets last minute shoppers looking for a great travel deal.
Behavioral Email Marketing
Behaviorally-targeted email is another example of behavioral marketing. Instead of using the pages that users visited or the actions they took on those pages, behavioral targeting via email targets users based on their status or actions with the site (whether they’re subscribed, added an item to their cart, and so on).
Nordstrom shows you the item(s) in your cart and lets you view your bag directly. This ad could still be improved, however, by linking to a method of contacting support or live chat should the user have any questions before checkout.
Here’s an example retention email sent to users who unsubscribed from the Birchbox service – with a 20% off discount for rejoining.
If you’re looking for more examples, we have 29 examples of behaviorally-targeted emails.
How to Set Up Behavioral Email Targeting
You can use Kissmetrics Campaigns to set up behavioral email targeting in just a few simple steps. Watch the video below to learn more:
The types of emails you can send through a behaviorally-targeted campaign are virtually unlimited. The most common types include messages like:
- Abandoned cart notifications
- Come back/login and see what you’ve missed
- Onboarding/Getting started emails
- And much more
Here’s a helpful guide that gives you tons of examples of the different types of behaviorally based emails you can try.
This is one of the most common types of behavioral targeting and looks at things like gender, age range, education level, geographic location, race and other traits to essentially “paint a picture” of a user based on their browsing habits.
You may not think that something as simple as the websites you visit can reveal anything about you on a physical level, but you’d be surprised. And, of course, advertisers are keen to these differences and often repackage and rebrand their products accordingly:
Even when you’re not online, demographically-targeted ad examples are all around you:
An ad promoting the fuel efficiency of the Toyota Prius – targeted to those who are looking for ways to help the environment:
A “skinny” can of diet Pepsi targeted to women who are trying to watch their figures
Not surprisingly, you can target your behavioral marketing ads to specific demographics of users, right down to their professed interests. Facebook has turned this kind of targeted advertising into a fine art.
Suggested selling pairs additional (or larger/better) items based on things you’ve already bought. Common examples of suggested selling are up-sells and cross-sells. You can think of a cross-sell as ordering a burger and being asked “do you want fries with that?” Whereas an upsell to your burger would be the offer to “make it a meal with fries and a drink for $ X”. Suggested selling is often used to great effect on sites like Amazon, where buying certain items will tell you not just what others bought, but what they bought together.
You’ll often see suggested selling used on flower and gift websites, where upsells can include everything from chocolates to popcorn.
This is an extension of behavioral marketing in that it doesn’t dissuade the customer from their current order, but rather advises them or suggests other relevant items based on their current purchase behavior.
Taking the Next Step in Behavioral Marketing
Now that you have some powerful examples of behavioral marketing, as well as a wide range of tools and guides at your disposal, the next step is to try it out for yourself! Make a plan, then try out some campaign ideas to see how your customers respond. You may be surprised at the money you’re leaving on the table by not including behavioral marketing as part of your strategies!
And if you are using behavioral marketing tactics as part of your advertising and promotions – we’d like to hear about it! Share your thoughts and success stories with us in the comments below!
About the Author: Sherice Jacob helps business owners improve website design and increase conversion rates through compelling copywriting, user-friendly design and smart analytics analysis. Learn more at iElectrify.com and download your free web copy tune-up and conversion checklist today!
Here’s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web. From Marketing Land: The AMP is a lie Jul 14, 2017 by Patrick Stox Accelerated Mobile Pages (AMP) are a hot topic right now, but are they really the answer to your…
Please visit Marketing Land for the full article.
Willy Fleckhaus (1925–1983) was one of the most innovative, creative and influential graphic designers in postwar Germany. He became internationally known for his ground-breaking work on the lifestyle magazine_twen_, which attracted generations of readers with its generous layouts, modern typography and distinctive choice of house photographers such as Will McBride, Charlotte March, Guido Mangold, and Reinhart Wolf.
[Cross-posted from The Next Web]
Whether you are a marketer trying to persuade people, a technologist building a startup, or an executive making business decisions, data is your partner. You can use it to make better decisions and create insightful data stories inside and outside your company.
The first step is to accept your data relationship: you are partners forever. Once you understand that, there is an important consideration that will define how to tell your data stories: the context of where they live, which also defines the audience that will interact with them. In this post I will go through some important lessons I learned when visualizing and communicating data in and outside Google.
Data is your partner, live with it!
Data is no longer “next year’s big thing”, we have gone through that many times over and almost everyone accepts data as a valuable team member. But not everyone can understand and make use of it optimally, which means lots of decisions are still made based on intuition – if you don’t believe me, check PwC’s Global Data and Analytics Survey 2016, it shows some interesting numbers on how often managers use data during the decision-making process. Data education is a crooked road and we have a long journey ahead of us.
One of the reasons for that is similar to the well-known phenomenon called mathematical anxiety, where people are afraid of maths as a result of past difficulties and traumas. Every one of us have interacted with data analyses (at work, newspapers or academic research) that were created by unskilful communicators, people that might be amazing statisticians but lack the ability to convey the stories behind the numbers. That creates anxiety and could prevent professionals from even trying to understand data.
I believe the reason the data community is not growing like weeds is because professionals are not confident enough with numbers and charts. I have written about how to overcome the fear of analytics (and help others), here is a quick summary.
- Never mock people for not understanding a chart
- Take baby-steps towards numeracy
- Make analytics more fun
When you create a visualization you may affect other people both positively and negatively. If you create a complex and unintuitive visualization, you might be creating a phobia on other people, and they will forever hate numbers and stats. However, if you create a powerful and beautiful visualization, you might be persuading another mind to join the data visualization tribe.
Below are some ideas that might help you craft better data stories, both for businesses and in general.
Stories tailored to businesses, the world, and beyond…
There are many ways to communicate data, but choosing the right format will depend on where the data will be published or presented, the context. Is it a daily performance report or a quarterly result presentation? Or a behavioral analysis using web data? Or an interactive visualization showing global trends?
I’d like to break down data stories into two main branches: business reporting or analysis, and visualizing the world. These groups can show very different characteristics, so let’s look into each separately.
Business reporting or analysis
I recently had the opportunity to interview Avinash Kaushik, Digital Marketing Evangelist at Google. In our conversation we discussed techniques to create great data stories, focusing on businesses. Avinash talked about his business framework See, Think, Do, Care and the role of data visualization during the decision making process.
We also discussed data visualization (see minute 11:08), and Avinash explains how not to make silly mistakes when using data in a business context. He makes the differentiation between three main types of visualizations:
- Elaborated stories presented with the intent to change people’s views on a complex subject (what I call visualizing the world).
- Strategic analysis of business results presented to executives.
- Day-to-day reporting used to drive most small business decisions.
Avinash differentiates between analysis “packed together” with a storyteller, which allow for more complex visualizations, and day-to-day reporting, which are supposed to stand on their own and help people make decisions by themselves.
Considering the data delivery circumstances is a great start when designing your visualizations as they will inform the presentation style and level of complexity that can be used. While every visualization should strive for simplicity, a daily report (and business visualizations in general) must be extremely clean and self-explanatory, as the data storyteller won’t be there to help the decision maker.
Below is a quote by Avinash summarizing his views on how to succeed with data.
“On a business context, a data visualization has to do one job really well, and it has to answer the question ‘so what?’ If your data doesn’t answer the ‘so what’ question, and if there isn’t a punchy insight that drives action, all you have is a customized data puke, it looks really nice but it serves no purpose. If you want to drive change, you have to get to the simplest possible way to present the data, and once you get to it ask the so what question. After you answer it, ask if it quantifies the opportunity, if it does you are going to win.”
Visualizing the world
Luckily to our society, visualizations are increasingly used in a broader context, where the goal is not to understand the business or track performance, but to educate the public and change people’s minds. There are some great examples of visualizations that make a difference, but probably the most famous is Hans Rosling motion charts, where he debunks several myths about world development.
I’ve written about data stories in the past, discussing why it is important and providing some ideas on how to use data visualization to tell stories. Basically, here are two really important things you need on a good data story:
- It stands on its own – if taken out of context, the reader should still be able to understand what a chart is saying because the visualization tells the story.
- It is easy to understand – but while too much interaction can distract, the visualization should incorporate some layered data so the curious can explore.
Recently I worked on a data story with my colleague Lizzie Silvey, where we analyzed stats from the UK Office for National Statistics. We looked into Divorce and Marriage trends starting from 1862, and came up with an interactive visualization. Below is a screenshot with some of the insights on how changes in the law impacted marriage and divorce rates in the UK. Check the visualization to play with the data.
Whether you are working on a monthly report or a world-changing visualization, if you take the time to uncover and communicate the stories behind the data, you will be contributing to better decisions in your company and in society in general.
The Snap Maps feature has been around for about two weeks 一 long enough for paranoid Snapchat users and their parents to spread hysteria across the internet. If you’re not caught up with the times, Snap Maps allows users to view the exact location of their friends. It’s like Apple’s Family Sharing, without the overbearing parents. As fun as the feature is, some people are not fans. There have been outrageous complaints about FOMO, disastrous cheating scandals, elaborate kidnappings, and the end of privacy as we know it. To address these pressing issues, here are some things you should know: Snapchat is…
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At Nicer Tuesdays July our speaker line-up has a broad range of experience, anecdotes and advice to share. Taking to the Oval Space stage will be Spin studio’s Tony Brook and Claudia Klat, illustrator Kelly Anna, photographer Peter Anderson and ManvsMachine executive producer Ellie Bailey.
The UK-based ad platform, now expanded to the US, says this is the first native ad job for the “Jeopardy”-winning supercomputer.
Please visit Marketing Land for the full article.
Social media just got a little bit better after inspiring activist and Nobel Prize winner, Malala Yousafzai, announced she will now be active on Twitter.
On Friday morning the 19-year-old sent her first seven tweets from her very own verified personal Twitter account to celebrate her high school graduation.
Yousafzai followed her first, simple “Hi, Twitter” message — which already had over 30,000 likes at time of writing — with a thread of six tweets explaining why she’s finally decided to share her voice on the social platform after all these years. Read more…