Have you ever thought about why your consumers behave a particular way when it comes to the buying or consumption of your product? Understanding customers behavioural attitudes and segmenting your market on those traits can help you create more commanding marketing strategy.
Do Not Confuse Behavioural Segmentation With Mass Marketing
Using mass marketing there is no distinction of your target audience. Packaging, pricing, promotion are all based on a uniform marketing plan that ignores the consumer's relationship with the product.
Separation In The Market
Behavioural segmentation separates the market by the way the customers react to, uses, or know of a product. It takes into consideration how the market responds to price and promotion and studies how the consumer organises their life. This method of segmentation considers a consumer's opinions, interests and hobbies and studies what consumers actually do.
Figuring Out How To Categorise Your Customers
Behavioural segmentation is based on how your target market acts or behaves towards a product. Companies can segment their market and create custom, tailored marketing programs for each segment based on four main categories of behavioural segmentation.
- Buying Occasion
Used to help boost response rates, occasion-based marketing is a category of behavioural segmentation because people are more receptive to buy something related to an occasion. Finding or creating that reason is classified as occasion buying.
- Benefits Sought
Consumers want to know whats in it for them if they purchase. Understanding that need and marketing how your product can satisfy that need creates a segment. The food industry is full of companies that target their market based on behavioural segmentation and benefits sought.
Classified as having high, medium, or low brand or product loyalty, marketers try to earn repeat customers who are loyal to their offering. Once brand loyalty status has been achieved, marketing strategies change from acquisition focused to retention focused. Understanding the characteristics that made the consumer loyal is important so that companies can look for other consumers with similar characteristics in the general market.
- Usage Rate
Differentiates the consumer based on how frequently they use the product. Typically, they are classified as heavy users, medium users, light users and nonusers. Heavy users are on the border of becoming loyal and should be treated differently than other types of users. Medium users consume the product at a reasonable and expected rate.
Light users can usually be persuaded to try your product more frequently by offering them incentives and promotions. Non-users are the group of the population that are not currently using your product or service. Knowing behaviours and buying patterns of your users is particularly interesting for companies because you can take that knowledge and use it to develop a plan targeting that segment.
Choosing Evolok To Help With Your Data Segmentation Needs
Evolok has the technology to track, profile and segment your users, personalising the offers your customers see to drive engagement or subscription revenues.
Using Evolok on your site you can automatically enhance your visitors' experience and improve engagement.
Segment visitors using a wide variety of metrics and present personalised engagement or conversion offers to enhance your relationship with every visitor type.
Contact Evolok today and find out the benefits of why your business requires a solid data segmentation tool to provide more opportunities to monetise your audience.