Importance of behavioral segmentation in marketing

There are several factors a consumer takes into consideration before making a decision. Behavioral patterns influence it so that marketers may send them perfectly tailored messages. Behavioral segmentation in marketing is a process that group’s customers based on their behavior, such as purchasing habits or using services. It can be achieved by analyzing different customer paths and aligning them with various needs and patterns.

Purchasing behavior

Purchasing behavior is different for each consumer and can be difficult to quantify. But when you take time to understand the different reasons why your customers are buying the offered product? It can give you tremendous insight into what motivates them. Also, you can utilize such data to help customers purchasing decisions and focus their concentration on your products.

Occasional purchasing

Purchasing depending on different occasions is nothing but strange among customers. It is also a very effective behavioral segmentation tool. Understanding customer’s behavior over the days, months, and years can assist you in following seasonal trends and increasing your sales results. Occasions can be split into three subcategories:

• Universal occasions that apply to popular customers during the vacation season.

• Regular-personal events that apply to an individual customer founded on their private life that is like anniversary flowers or a morning coffee every day,

• Rare-personal events that are not easy to forecast are on vacation or someone’s wedding.

Customer Usage

One of the most significant subcategories of behavioral segmentation in marketing is customer usage. You need to know your customers powers: the people buying most often from your company. They deserve extra attention and the most personalized marketing you can generate.

However, be careful with this metric. Your most active customers are not always your best customers. It is useful to recognize your heavy, medium, and light users so you can effectively market to them. 

Heavy users need individual attention. Medium users can be encouraged with particular promotions. You may decide on different segmentation types to advertise to light users or use your limited marketing budget in another way.

Loyalty gauge

A customer’s level of loyalty to your product or service is another way of segmentation. Understanding your loyal customers, buying habits or needs is the key to personalized campaigns that boost their engagement.

Customer’s loyalty is powerfully related to other behavioral segments, such as purchasing behavior, usage, and timing. The difference is that regular customers frequently need your product or service, while loyal customers regularly purchase your product or service. Loyalty-based behavioral segmentation helps you keep existing customers, not acquire new ones.

Bottom Line:

Marketing plays an important role in behavioral segmentation. You can consider the above important thing in behavioral segmentation while marketing.

Also read:- Things every marketer should know about in-app messaging