Behavior Based Marketing Automation
As first-party data continues to pave the future for the digital mediascape, the role of behavior based marketing automation becomes all the more important for retailers and businesses on a widely encompassing level. Since current marketing trends now see first-party data as a personalized and tailored access point to customer experience and engagement with a brand, learning how to capitalize and automate this information must be a priority if companies wish to benefit from their findings. So what is behavioral data in marketing, and how do you gather customer data in a convenient and approachable way via automation?
Behavioral Marketing Automation
To define it simply, behavioral marketing automation is a system that triggers emails and other communication based on user activity on and off a site, which helps marketers deliver content to the right contacts. The relevance of this process for first-party data is that it takes all of the information provided through agreements made with customers (receipts and other post-purchase products), boils it down to one reliable system, and helps you boost customer engagement and campaign results by improving your overall customer experience.
By utilizing behavioral marketing through the use of emails, retailers are not just able to keep an ongoing engagement with customers post-purchase, but they can also deliver content that works with the specific customer based on their unique habits. As opposed to third-party “cookies”, which in previous years took this information without the regard for the individual, first-party data pulls this relevant content from already made agreements upon initial interaction between brand and consumer. Behavioral marketing automation is merely facilitating information that has already been agreed upon and gathered, and bringing your email marketing segmentation down to an audience of one.
Actions and Triggers of Automated Marketing
Automated marketing can only work to its fullest if a brand has a detailed understanding of their clientele and what they mean for the company itself. Once a brand has recognized these habits, only then can they benefit from behavioral marketing automation accurately, and have an understanding of what actions specifically trigger this activity.
Here are some specific ways to track this activity and relay personalized automated marketing:
- Emails– Consider sending out an automated email if a customer has either failed to open one of your emails for an extended period, clicks through on the email, clicks on specific links from the email, forwards your email to social media, etc.
- Website – Behavior based marketing automation is made easier through direct interaction with a brand’s website. Use this automation when a customer has viewed a specific landing page, left items in their cart, made a review, or linked your website to another source.
- Social Media– Automated marketing can also be triggered through social media, through instances such as liking a post, retweeting, sharing, commenting, making a review, or sending a direct message. Linking social media actions to emails helps you increase interactivity of that specific platform, to better engage with your target audience.
Meet Your Post-Purchase Marketing Arm
At flexEngage, we deliver custom-made transactional communication and behavior based marketing automation that reduces churn for brand-driven retailers. We believe that customer loyalty begins the moment after purchase, and that a brand’s omnichannel retail strategy needs the right timing and message to benefit from automation.
Leverage the moment after purchase with personalized receipts and other turnkey products provided by flexEngage, to more easily retain customers, and drive further engagement when and where it matters. For more information regarding our services, contact us today.