By Michael Foster.
Knowing who your audience is will improve your conversion rate and boost sales. But knowing what your audience does will improve things even more.
The reality of marketing is that we will never know why every person makes every purchasing decision they do, and often people will fall through the cracks of conventional marketing strategies. Targeting by geography, demographic and perceived interest will only get you so far—to take your campaigns to the next level, you need to know what your potential customers are doing and why they are doing it.
Welcome to the world of behavioral targeting.
This kind of marketing strategy has evolved significantly in the age of digital advertising, which means there are already plenty of best practices in place to discover what people are doing and why they are doing it. Fortunately, with cookies, device IDs and programmatic platforms, identifying and optimizing based on behavior has gotten easier than ever. Unfortunately, though, the technology is complicated and often confusing.
To learn how you can find potential customers at every step of the sales funnel, you need to learn which behavioral data is right for you. There is a lot of data out there, but only some of it will apply to your unique campaign goals. You need to identify the purchase funnel that applies to your industry, the customer base that you are trying to target and trends in their behavior.
The best way to do this is with an analysis of what has worked in the past and using that to model what will work in the future. The best marketers are using a new technique called “predictive intelligence” to identify purchasing intent and use that knowledge to improve campaigns.
It sounds complicated, but it isn’t. Predictive intelligence simply means aggregating data points about your customers, about your market and about the media that you can use to target your customer base. The technology behind this is constantly evolving and improving, which means the potential for leveraging predictive intelligence is better than ever before.
At this year’s LeadsCon, experts from Jornaya (formerly LeadiD), Autobytel, Google and Education Dynamics will join forces to discuss how behavioral targeting is working for the best e-commerce players and how they are adapting to changing behavior on desktop and mobile devices. Gurus from these companies will discuss how marketers are using customer intent signals to improve their lead generation and direct response campaigns and how they improve campaigns on a rolling basis to improve yield over and over again.
A major focus of this session will be on identifying the right data and learning to avoid the wrong data. In this world of big data hype, too many marketers think the more data they have, the better. It’s time to be selective and learn which data is actually predictive and which is not. That’s where predictive intelligence comes in—to make your marketing strategies smarter with every iteration.
The session, titled "Better Marketing, Better Outcomes with Consumer Intent and Behavioral Targeting” will cover a lot of ground on Wednesday morning of this year’s LeadsCon Total Access conference in New York. Don’t miss out on this chance to boost sales and lower your ad spend by being smarter about behavioral targeting.
Click here to register for LeadsCon New York 2016.