How to influence customers through Online Behavior Segments

Market segmentation based on online behavior allows organizations to group consumers on silos based on their online behavior. Using this information, you can assemble marketing promotions to audience based on their online behavior.

As per the July 2009 b2b marketing survey, 67% of b2b online vendors who tied email campaigns based on the behavioral segments reported 46% increase in response and 23% more conversion.

How?

Marketing to recipients based on their behavioral traits allow marketers to pinpoint offers based on their interest. Moreover, now UK consumers demand customer loyalty schemes based on their online behavior. This tally with the thought that consumers are expecting online marketing to be 'convenience and relevant'.

Behavioral-based segmentation can be based to those recipients: Following are few popular behavioral points used by online marketers:

• who regularly opens your email
• Who have not opened your email for some time
• who have clicked on a specific link/article/offer
• who visits specific pages in your web site
• who purchased a specific product/solution
• Does behavioral segmenting sound daunting?

Even though it involves tracking of users on your website or campaign, it actually follow a systematic approach that vary from business to business.

Each business follows an unique segmenting device that include the following process:

(a) Define relevant segments for categorizing consumers

(b) Define triggers for placing the consumers into the segments

(c) Defining the right content for each defined segment,

(d) Identify a behavior for the consumer visiting the web site

(e) Categorize consumers into a segments based on interests

(g) Reassign consumers based on consumer behavior in selecting content, or links clicked on the web site.

Conclusion

The most important focus for behavioral segmenting is to understand the behavior aspect of the online visitors. Determine their entry point, hot zones and determines their exit touch points across multiple channels.

As we are approach 2009 holiday season, its the season to rhyme online promotion to the right to reach most receptive customer.