Key trends in behavioral marketing in 2023
Laia Ordoñez
26/01/2023
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Today we are sharing with you the main trends in behavioral marketing, so get to know them!
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Today we analyze and share with you some of the trends in the field of behavioral marketing, so that in 2023 you can plan a much more effective behavioral marketing strategy.
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Customer behavior and shopping experience
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We all know by now that online shopping has long since ceased to be "just" a digital transaction. It may have worked that way in the beginning, but it has become more sophisticated over the years and, in some ways, more human, more experiential - even less digital, but omnichannel is another matter.In short: shopping online is increasingly an organic process that has more in common with shopping in a store than with filling out a form on a website. This has gone so far that the shopping experience has become a competitive differentiating value.This is why an analysis of customer behavior will help us to better understand the user and, consequently, to generate a better shopping experience that results in a higher number of conversions.
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Trends in behavioral marketing
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Having made the introduction, let's move directly to those trends that are on the rise. We will mainly focus on two major areas: branding - for brand awareness and Top of Mind - and personalization.
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Let's go deeper into both with some concrete examples of aspects with which we must be particularly careful from now on.Profundicemos en ambas con algunos ejemplos concretos de aspectos con los que debemos ser particularmente cuidadosos a partir de ahora.
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Branding en behavioral marketing
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The idea is to make our positioning clear to the market and the world in general, to endow the brand with human values in order to achieve empathy.This may be somewhat abstract, but brand awareness is built on the transmission of a set of values and a mission. The customer will behave and even react to our brand based on what it projects.People in 2023 will increasingly base their purchasing decisions on:
- Transparency: honesty in brands is increasingly appreciated. The customer wants to know where the raw materials used come from, what procedures are used... Even if the energy sources used at the production level are renewable.
It is not only a question of traceability, but also of attitude. When a mistake is made, it is important to be able to accept it and be clear both in the reason and in the resolution of the issue. Although it may not seem so, a bad purchase experience with a good after-sales experience can lead to customer loyalty.- Sustainability: as we mentioned in the previous paragraph, but it is something with its own entity and with direct influence on the purchase decision making process. For many customers today, buying ethically is a determining factor when choosing a product or brand. It is no longer a question of eco-friendly niches; it is something that is required of all brands: a long-term commitment to the planet and our environment.
- Professional ethics: it is important to project that we have a real concern for the way things are done internally. We can rely on something known as employer branding which, despite being primarily aimed at attracting talent through the experience of the brand's employees, can indirectly turn them into the first evangelists or ambassadors.
Social networks or awards such as Best Place to Work are the best way to communicate and respectively certify these ethics. In your social profiles, open a space for content that shows what is behind the store, prioritizing the human stories of workers, corporate social responsibility actions, collaborations with the community... - Transparency: honesty in brands is increasingly appreciated. The customer wants to know where the raw materials used come from, what procedures are used... Even if the energy sources used at the production level are renewable.
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Behavioral marketing and personalization
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The winning combination: knowing and predicting user behavior in order to offer them an experience tailored to their needs or expectations.Of course: we are talking about experience again because, at the end of the day, that is what this is all about and where customer behavior analysis should lead us.But to be a little more practical in order to close this post, we are going to give you some tactics and resources that you can use in your eCommerce:
- Attention via chat: in this sense, chatbots combine automation and personalization (there are some very advanced options on the market), but a human-operated chat also allows you to automate certain tasks with a little more personalization by humanizing the interaction. Both are good ideas and work very well together.
- Segmented email marketing campaigns: probably one of the most direct ways to communicate with customers, so if we have done the previous task of segmenting into lists by interests and behavior (previously purchased products, life cycle, etc.), our strategy will be much more effective.
- Retargeting: of course, we could not miss one of the star resources when implementing solutions based on behavioral marketing. Thanks to retargeting, we can retarget a user whose behavior pattern we already know. Not only do we know what they have seen on our page, but we can go a step further and use this strategy to recover abandoned carts, for example.
- Cross selling and upselling: in-depth knowledge of customer behavior is also key to being able to increase the average purchase ticket. For this we can use cross selling and upselling.
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These are key trends in behavioral marketing, i.e., those derived from customer behavioral analysis. Which ones do you use? What works best for you? Let us know about them!
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Images | Unsplash.