What is a Good Behavioral Marketing Strategy?

Behavioral marketing is using customer behaviors to shape your marketing plan in a way that is most effective based on those behaviors – and ultimately increases profit.

There are two types of behavioral targeting, network and onsite. Network behavioral targeting builds a general demographic and profile of targeted users. This is like placing an ad for cat food in Cat Fancy. Onsite behavioral targeting tracks user behaviors and interactions with your website or product and then customizes interactions with them. This is like choosing which ads will be displayed to customers based on how they interacted with your business and who they are.

A good behavior marketing strategy has three key elements – extensive data acquisition, data tracking, and segmentation in relation to conversion goals. Tapping into the power of behavioral marketing can give your business a staggering boost to your marketing results.

Data Frenzy

Behavioral marketing relies on data. In order to reap the rewards of behavioral marketing, you’re going to need all the data you can get. Data can come from internal sources, like your own customer database and external sources, like Google Analytics. A good strategy is to prepare to record as much data as you can so that you can use it at a later date to make marketing decisions.

Google Analytics is 100% free and can give you an impressive amount of data to get started. If you use AdWords, linking AdWords to Google Analytics is a must. There are also analytics programs that track mouse movement on your screen as users browse to create “heatmap analytics” or more specialized analytics programs for e-commerce.

For internal analytics, you need a strong database that parses your data into events linked with users, and not just a disorganized log. Each user can have not only traits, but a log of their actions. An experienced data manager can write queries that will give you updated information and can even provide you with a list of emails to target based on user behavior.

Pro tip: Hire an expert for set-up if you’re struggling – it’s one-time job worth doing right.If you don’t have data, it’s impossible to implement any behavioral marketing strategy.

Track, Track, Track

Everyone who brings traffic to your site use tracking codes, which are a boon to behavioral marketing. For example, most businesses have Facebook and get traffic from the site, but many neglect to leverage all the data from this traffic because they’re just posting links. When you post a link on Facebook, Google Analytics tell you only that traffic came from Facebook unless you use a tracking code. Another example is with affiliate traffic. You’ll want to use more than just the affiliate number to track – you’ll want to know what campaign and which ads brought the traffic. Detailed tracking is a key element to any behavioral marketing strategy.

Pro Tip: Use Google URL builder to overcome this deficiency and train your staff to use it for every marketing campaign and every social media post.

Divide and Conquer

Segmentation is dividing up your consumers into different groups based on behavior or actions. A good behavioral marketing strategy is to define your segments in a way that relates to your conversion goals.

Let’s say your goal is to have consumers complete a purchase. You can then define your segments by their behavior and then customize marketing decisions. For example:

  • First time visitors who browsed and did not purchase → Show ad with 20% off
  • Repeat visitors who have never bought anything → Show ad with 10% off coupon
  • Any visitor from Canada who did not purchase → Show ad “Free Shipping to Canada”
  • Users who abandoned shopping cart → Pop up with limited time free shipping
  • Customers who made a purchase more than a month ago and have visited the site since → Email coupon with 20% off
  • Customers who made a purchase more than a month ago and have not visited the site since → Email coupon with free shipping

Pro Tip: Focus on your conversion goals and experiment. Figure out what actions have a positive correlation with conversions and repeat those actions. Determine which actions have a negative correlation with conversions and try something else or give up on those customers and put your resources elsewhere.

So what is a good behavioral marketing strategy?

A good behavioral marketing strategy brings your business the results you want – and it’s not easy. You must build yourself a strong base to build on by setting up your analytics & tracking properly. Your business has to define its conversion goals and which behaviors relate to them. If your ultimate goal is to reduce costs and increase profits, behavioral marketing is a must.

 

About AdClarity

AdClarity is a Marketing Intelligence tool which provides online marketers with actionable insights about their competitors’ advertising activities. Driven by big data and proprietary behavioral content discovery technology, AdClarity unveils brands’ campaigns, ad creatives, impressions, and spend data across multiple channels, including Display, Mobile Web, Mobile Apps and Video. Data is collected across 20 geographies and covers over 50M URLs daily while discovering over 40K new campaigns every day. The AdClarity product suite is used by over 7,000 media and advertising professionals globally in Fortune 500 Brands, Agencies, Ad Networks, and Publishers.

 

Request a guided tour of AdClarity.

 

What Is Marketing Intelligence and How Can It Improve Your Advertising?

Marketing Intelligence is a set of tools that can reveal information about how your customers, your competitors, media publishers, and ad networks interact. It’s a lot of data crunched by intelligent software to bring you information to help reduce marketing costs, improve marketing results, and expand your business in new directions.

Developing Marketing Intelligence is something best left for the experts who can wrangle big data, aggregate data from different sources, develop algorithms, and monitor the entire market to gain knowledge that you can put to work in reducing costs and increasing profits. It could take years for the average person to come up with the information Marketing Intelligence firms have discovered.

In this article today, we’re going to look at Marketing Intelligence for marketers two key elements of Marketing Intelligence: traffic and competitor research.

Discover New Target Audience

Marketing Intelligence can help you discover new traffic sources, evaluate publishing networks, and find ways to reach your audience. For the average business owner or digital advertiser, doing this alone is simply not feasible. There are thousands and thousands of traffic sources and finding those that relate to your business is extremely difficult. Marketing Intelligence specialists have invested lots of time and energy in developing big-data tools that provide these insights.

Finding new traffic sources via Marketing Intelligence can:

  • Expand your customer base effortlessly
  • Reduce advertising expenses immensely
  • Enable you to negotiate with publishers wisely

Without Marketing Intelligence, you’re left in a vulnerable position. With no insider information, you’re at risk for being an easy target for ad networks or publishers who might overcharge you and don’t care if waste money on markets that won’t bear fruit.

Research Your Competitors

Marketing Intelligence can help you find out what your competitors are doing, from what ads are successful, to finding new partners or markets. While the average person can go online and “see” what the competitor is doing, Marketing Intelligence tools leverage hard-won data analysis and complex algorithms to discover more than just what anyone can see on the surface.

Use competitor research via Marketing Intelligence and your business can:

  • Emulate the best campaigns and profit from competitor trial & error
  • Learn from the worst campaigns and avoid similar losses
  • Compete for advertising space with insider information
  • Find new traffic sources in a covert way

Without Marketing Intelligence, you’ll have to start each campaign from scratch and learn from your mistakes instead of learning from your competitors’ mistakes. You’ll be playing a guessing game to try and find out where your competitors are – and you’ll be bidding blind for advertising space.

Improve Your ROI

Improving your advertising ROI with Marketing Intelligence is simple – lower your costs and increase your revenue by optimizing your advertising and marketing campaigns by capitalizing on the knowledge of Marketing Intelligence research. As a smart marketer, you’ll know that you can never compete with mind-blowing amount of information offered by Marketing Intelligence forms. Using all the tools you can is the only way to defy the odds and triumph over the competition.

 

About AdClarity

AdClarity is a Marketing Intelligence tool which provides online marketers with actionable insights about their competitors’ advertising activities. Driven by big data and proprietary behavioral content discovery technology, AdClarity unveils brands’ campaigns, ad creatives, impressions, and spend data across multiple channels, including Display, Mobile Web, Mobile Apps and Video. Data is collected across 20 geographies and covers over 50M URLs daily while discovering over 40K new campaigns every day. The AdClarity product suite is used by over 7,000 media and advertising professionals globally in Fortune 500 Brands, Agencies, Ad Networks, and Publishers.

 

Request a guided tour of AdClarity.

Competitive Marketing Intelligence: The Behavioral Targeting Challenge

One of the main challenges that marketers have today is understanding their competition’s plans of action. Ideally, these would be understood from two different aspects. The high level approach entails understanding their place in terms of competitive benchmarks. On the other hand, it is beneficial to learn from competitors’ successes, mimicking the tactics that seem to work well with certain target audiences as well as paying attention to their failures, so as to avoid making the same mistakes.The current online advertising industry, however, is based on a trial and error approach. This means that if a marketer launches a new campaign, a number of operational questions must be answered regarding the target market (i.e. Which websites and countries should be targeted? What conversion tactics should be leveraged? How should the campaign be designed? etc…). Once the campaign is launched, marketers are able to optimize these specifics as they go.

An Example: AT&T vs Verizon

While there are various aspects of planning and execution that have to be taken into consideration when launching an online campaign, two main forms of advertising are utilized in the online marketing world today: Performance Advertising and Brand Advertising. The former places an emphasis on identifying and understanding a target market, utilizing real time bidding (RTB) platforms to find the users that would be interested in a campaign. While Performance Advertising campaigns are much more costly than the alternative, they possess a higher potential for optimization. Brand Advertising, on the other hand, focuses more on ad placement and distribution volume, seeking out high profile publishers in efforts to sell inventory on premium levels. For the sake of the following example, let’s take a deeper look at brand advertising, in particular, via common tactics that are utilized by many large companies today, such as AT&T and Verizon.

Due to the fact that AT&T invests huge amounts of money in advertising, let’s take a look at a hypothetical case in which one of the agencies that they work with has a budget of a few million dollars to launch a campaign. The easiest way to begin would be to start buying data from a decent sized number of publishers in the U.S., say 1,000 or so. There is no supplementary optimization involved yet due to the limited knowledge that the agency has regarding what would or would not work in this specific situation. After one week, out of the 1,000 publishers that were utilized, only 400 managed to convert users through their landing pages and conversion funnels. The other 600 publishers could have driven irrelevant traffic, if they drove traffic at all. As a result, the marketer in charge of this campaign would remove those 600 publishers from the publisher list and switch all of the focus over to the 400 that did manage to yield meaningful conversions.

This aspect of trial and error would obviously waste time and a lot of money for AT&T, because if they had known that those 600 publishers were not relevant to their campaign, the media buyer would not have spent money on that particular media in the first place. Removing that process would save AT&T a large portion of the advertising budget that was allocated to the campaign, which translates into big bucks for a budget their size.Being exposed to competitor tactics and strategies, in particular, gives marketers the upper hand when it comes to enhancing performance and outwitting the competition.

User Behavioral Targeting

Respectively, as mentioned above, the common, yet complex, approach of Performance Advertising focuses on audience targeting for campaign planning and execution. Online advertising is based on personal behavioral characteristics and data that websites, ad networks, DSPs, and DMPs collect about everyone, every day. The advertising industry, as a whole, is putting forth a lot of effort into collecting this information in an accurate and relevant manner. As a result, this has manifested a new situation where advertisers and marketers are now able to pinpoint and direct their campaigns to specific user profiles and characteristics. Therefore, let’s say Verizon’s commerce analysis shows that the majority of their iPad sales from the previous month were to teenagers, young adults, and adults between the ages of 16 and 36, with an annual income of $100,000, located on the East and West Coasts of the United States. This specific group of users would be profiled and segmented for future targeting via online campaigns. Similarly, when AT&T would want to launch a comparable campaign, they would desire to understand Verizon’s specific targeting segments so that they could mimic that strategy.

AdClarity comes into the picture here with our innovative technology that would expose Verizon’s targeting settings to AT&T, informing them of the strategy’s success or failure.

While this sounds like an ideal marketing strategy, there are a number of challenges that accompany acquiring such information. It is impossible to manually follow and collect advertising content from billions of websites across the internet, especially when it comes to monitoring and learning millions of online users’ behavioral patterns.

Returning to our example, if AT&T and Verizon are going head to head with their iPad and wireless package bundle promotions in the U.S., AT&T would love to understand Verizon’s strategy in terms of conversion funnels and creative ad campaigns. However, understanding the kinds of audience Verizon is targeting is even more beneficial (i.e. what users they are looking for; what kinds of characteristics they are interested in; where targeted audiences live; on which websites they can be found most often, etc…). These criteria are strictly connected to Verizon’s insights into which audience would most likely buy iPads in the U.S.

In order to do so, AT&T would have to reverse engineer each and every ad impression that is displayed over millions of sites in the U.S. Once they encounter a Verizon ad, they would recognize the target audience and have another piece of the puzzle. This puzzle, however, contains billions of pieces that require automated data collection methods. This emphasizes the need for an innovative solution to overcome these ever-so-common complexities within the industry.

AdClarity Technology and Solution

User’s Behavior Simulation

There are two ways to overcome the challenge of mass data collection and analysis. One option is by leveraging an online panel containing millions of users who agree to record their online activity for the sake of market research. However, the major downside of not collecting campaign content data accompanies this approach, resulting in the collection of traffic metrics in most cases.

An alternative solution is what we, at AdClarity, provide: a platform that simulates real users. This requires expertise in the behaviors of the ad industry, mimicking real user behavior in order to operate an actual browser so that when it accesses a web page, it has the ability to render most advanced web elements, such as HTML5 and Flash. However, most importantly, our platform enables interaction with websites just like real users, performing tasks such as logging in, sharing pictures, and leaving comments, to name a few.

By collecting data in a sophisticated manner, and leveraging our own knowledge and expertise to perform analyses, we are able to present data in a way that is easily understood and actionable. From the technological side, our virtual agent technology (utilizing patent pending Behavioral Content Discovery algorithms), is a sophisticated platform of crawlers which carries a variety of controlled user profile parameters.

Data Collection and Analytics Engine

On top of our virtual agent technology, we have developed a big data platform that is able to process the huge amount of data that is collected on a daily basis. Our highly scalable technology encompasses advanced mathematical algorithms that allow us to process such large quantities of data and present our statistical insights. On average, we currently launch approximately 3.5 million virtual user agents across the web every day, with increases up to even 5 or 6 million depending on demand. Furthermore, we currently collect around 2 terabytes of advertising data per day, which has the potential to be multiplied by ten over the next year. Based on our data, we are able to share highly accurate statistics in terms of the share of voice of an ad within a publisher’s website. We perform share of voice analyses over all of the different entities involved in deployment (i.e. publishers, advertisers, networks, campaigns, etc…).

For example, you can get an analysis of share of voice of how prominent a certain advertiser is for a specific ad network. The same goes for campaigns; you can get a share of voice of a campaign in a certain country for a certain advertiser and understand which of those campaigns is the most successful. AT&T, for instance, has around 400-500 different campaigns running simultaneously every day, and among theCapturem, Verizon would want to know which ones are in the top ten, along with their strategy, parameters, and characteristics.

Our technology is contingent upon various layers for optimal performance. The first, most basic layer is our multi-geographic gateway platform, which is present in over 120 different countries across the globe, including 35 states in the U.S., alone. On top of that, we have the virtual agent technology layer (described above) as well as 3 different types of data that we collect. Some of which is collected from third party integration while we collect other parts, ourselves, from audience data (i.e. traffic streams and audience engagement in each publisher, including daily visits, monthly unique visitors, etc…) and business data, such as CPM, rates and budget information. Once all of the data is collected and aggregated, it is transformed into the big data processing platform, which allows us to crunch enormous volumes of data and extrapolate our analyses.

All in all, the examples above have clearly portrayed the necessity of access to competitive data in the realm of online advertising. At AdClarity, we have the knowledge and expertise in the behaviors of the ad industry to provide a virtual platform that generates practical data for any campaign.

 

About AdClarity

AdClarity is a Marketing Intelligence tool which provides online marketers with actionable insights about their competitors’ advertising activities. Driven by big data and proprietary behavioral content discovery technology, AdClarity unveils brands’ campaigns, ad creatives, impressions, and spend data across multiple channels, including Display, Mobile Web, Mobile Apps and Video. Data is collected across 20 geographies and covers over 50M URLs daily while discovering over 40K new campaigns every day. The AdClarity product suite is used by over 7,000 media and advertising professionals globally in Fortune 500 Brands, Agencies, Ad Networks, and Publishers.

 

Request a guided tour of AdClarity.

 

Using Media Intelligence to Optimize Your ROI

Don’t spend more – spend smart

Marketeers are always looking for ways to cut back on their spend. The amount of time and money it takes to plan an effective campaign is enormous. You must go through tons of planning, a/b testing and failures to even find out something as simple as who your real target audience is. At the end, the longer you plan, the longer you’re not in the right marketplace and that means that you’re losing potential revenue, someone could introduce a similar idea before you do, and you can fall out of step. So why do advertisers continuously spend tons of resources planning every single move and strategy from scratch when they could be building off the success of their competitors and avoiding their failed initiatives?

Stop planning – start studying

If you are an advertiser, you probably know that Google Search  is one of the most popular forms of advertising on the internet. Thousands of businesses use Google Search ads every day to promote their campaigns, products, and services. But how do these brands use Google Search to optimize their campaign performance? In all honesty, much of the work behind the campaigns is pure guesswork. Advertisers rarely know if their campaigns will draw a potential customer in to fill out a form or subscribe to a service. So how do companies produce winning ads with a high quality score? Let’s take Marketo, for example. Say you’re the marketing manager at Marketo and you are about to launch a campaign. You have probably invested in a lot of expensive and comprehensive research on A/B testing (or a lot of fails). You launch your campaign and mismatch your target audience. You launch it again and realize your creative is not attracting the right crowd. This goes on and on for months until you figure out exactly how to optimize your campaign. Even the biggest brands with the most resources will often go through a six month period where they have to constantly optimize their campaigns and creatives in order to find the most successful keywords, ad texts, creatives and bids. During these six months, huge amounts of resources are exhausted just to discover that the campaign is not working as planned; perhaps they reached a target audience that is interested in the product but is not ready to purchase it yet or maybe the publisher that the advertiser was using is not producing expected results. The brand may plan relentlessly and may think they know exactly how to manipulate their campaign and still their results would be minimal.

What if we told you

There was a way to avoid that six month sluggish period, and rather than starting your campaign from scratch, you would already know where to publish your ads, who your ripe target audience is, what is the optimized cost of a bid, and what type of creative to use?

Use Online Media Intelligence

Online Media Intelligence helps you build on your competitors’ successful campaigns, find out which publisher site converts best, target your ads effectively, and, ultimately, reach more of your advertising goals with a higher ROI. Instead of spending more, you’ll be ableto use online media intelligence to start spending smart.

What now?

With AdClarity you’ll be able to utilize all of your competitors’ expensive and comprehensive optimizations and A/B testing to find out what their failed campaigns were all about and avoid those same mistakes.gains and benefits

Increase your marketing ROI

With the use of AdClarity’s online media intelligence, you’ll be able to avoid the six month optimization period of wasting invaluable resources such as time, budgets and man power. By using AdClarity you’ll be able to launch a successful online campaign that sets you apart from your competitors and gives you a competitive advantage.

 

About AdClarity

AdClarity is a Marketing Intelligence tool which provides online marketers with actionable insights about their competitors’ advertising activities. Driven by big data and proprietary behavioral content discovery technology, AdClarity unveils brands’ campaigns, ad creatives, impressions, and spend data across multiple channels, including Display, Mobile Web, Mobile Apps and Video. Data is collected across 20 geographies and covers over 50M URLs daily while discovering over 40K new campaigns every day. The AdClarity product suite is used by over 7,000 media and advertising professionals globally in Fortune 500 Brands, Agencies, Ad Networks, and Publishers.

 

Request a guided tour of AdClarity.