Behavioral Segmentation and Marketing Strategy

Name: Behavioral Segmentation and Marketing Strategy
Author: Tracy Abbott

Explore different ways to segment your target audience.

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Course: On-Demand

(soft instrumental music) In the following lessons you'll learn about the customer journey, target audiences, and how these relate to behavioral segmentation. You'll explore the benefits of tracking customer locations and website visits. And you'll learn about the different possible sources for segmentation data. You'll also learn to identify purchase behavior and other behavioral patterns. Understanding segmentation, the customer journey, and their target audiences allows marketing professionals to create compelling marketing campaigns. Let's identify each of these terms and why they're important. Your target audience is the group of people that your organization will attempt to reach with its marketing efforts. The target audience may share similar demographics, behaviors, and interests. It's important to remember that your organization won't engage all types of consumers. Focusing your efforts on specific groups of people that are more likely to have interest in your organization, can be beneficial and save resources. Segmentation is the process of dividing your target audience into smaller groups or segments. Segments are groups of customers organized by shared demographics, behaviors or interests. Using segmentation can make communication with your target audience more manageable. In many cases, a one size fits all approach may not be efficient or effective, and segmentation can help solve this issue. Since customers are segmented into groups with certain commonalities, a simple message can appeal to many. According to the integrated marketing platform, MailChimp, the customer journey is a detailed map that shows the full experience a customer has with your business. It lets you see every interaction they have with your company, even before and after they engage. Understanding the customer journey can help you define your goals and implement automated marketing strategies. According to a recent article from Forbes, the customer journey includes five main touch points that connect customers to an organization. Awareness, research, consideration, purchase and support. As the customer moves through this journey, you can gather behavioral data about how the customer engages with the organization. Understanding this data can allow you to predict how customers will interact throughout the process, which steps have positive reactions, and which present potential obstacles. During this process, you might uncover problems, such as users not finding what they need on your website or mobile application. After identifying these problems you can work to correct them. Both the segmentation process and customer journey mapping are important for the marketing strategy's success. Segmenting creates more manageable groups of the target audience, while the customer journey illustrates the specific buying process customers go through. Using these tools and techniques, you can gain more understanding about your customers, and more effectively communicate your marketing messages.

Intermediate Provider : Tracy Abbott 6 Lessons · 17m in Arabic, German, English, Spanish, French, Portuguese, Urdu, Chinese

Course Description

It can be a difficult process to attract new customers to your organization and earn their loyalty. Throughout that process, your customers are on journeys to find products or services that meet their needs. Understanding that customer journey can help marketing professionals define the goals of their overall marketing strategies. To strengthen customer relationships, you can use strategies like segmentation and geolocation. By segmenting your target audience into smaller groups based on shared characteristics, you can make communication and connection easier. Location data can help you create a more personalized experience for your customers. Implementing these approaches into your marketing strategy can help your organization reach its desired audience and save resources.

In this course about Behavioral Segmentation and Marketing Strategy, you’ll learn how behavioral segmentation influences your overall marketing strategy. You’ll explore the customer journey, the benefits of tracking location, and how to identify key product benefits. You’ll also identify different sources of segmentation data and how they can affect your strategy.

What You'll Learn

Learn how the customer journey relates to behavioral segmentation
Identify the benefits of tracking location and visits
Understand transaction-oriented marketing
Identify the importance of purchase behavior, timing, and occasion
Explore the sources of segmentation data and how they affect your strategy
Identify key product benefits and how to define marketing strategy goals

Key Takeaways

Understanding the customer journey can help marketing professionals define the goals of their overall marketing strategies.
Segmenting a target audience into smaller groups based on shared characteristics can make communication and connection easier.
Location data can help create a more personalized experience for customers.
Behavioral segmentation influences your overall marketing strategy, including how you identify key product benefits.
Applying these approaches can help an organization reach its desired audience and save resources.

Frequently Asked Questions

What will I learn in this course?

You'll learn how behavioral segmentation influences your overall marketing strategy, explore the customer journey, the benefits of tracking location, and how to identify key product benefits. You'll also identify different sources of segmentation data and how they can affect your strategy.

Who is this course for?

This course is designed for marketing professionals who want to use strategies like segmentation and geolocation to strengthen customer relationships and define the goals of their overall marketing strategies.

What topics are covered in the lessons?

Lessons cover segmentation, the customer journey, and target audience; tracking location and visits; identifying benefits and transactions; identifying purchase behavior, timing, and occasion; and sources of segmentation data, followed by a Test Your Knowledge section.

How can behavioral segmentation help my organization?

By segmenting your target audience into smaller groups based on shared characteristics and using location data for personalization, these approaches can help your organization reach its desired audience and save resources.