In today’s digital-first ecosystem, brands cannot do with subpar experiences. Without personalization and tailored content, it is next-to-impossible to survive the cut-throat competition and fulfill KPIs around annual sales and revenue. And all of this has to be achieved keeping the dynamic buyers’ expectations in mind. No longer can businesses rely on traditional marketing tactics to achieve goals and instead focus on customer segmentation and behavioral targeting to deliver personalized experiences.
Leveraging the benefits of behavioral targeting, brands can identify user personas through data intelligence and AI-powered capabilities of Adobe Target to fulfill customer expectations and offer tailor-made experiences to every customer across every channel and device.
Here we talk about behavioral targeting, its importance and how it leads to enhanced eCommerce personalization. Furthermore, we will also discuss how Adobe Target helps deliver this in-demand personalization via behavioral targeting.
What is behavioral targeting and why is it important?
Behavioral targeting involves keeping tabs on every action that your customer takes on your digital stores – be it clicks, product searches, wishlisted items, most-bought items, preference, and more to identify buying patterns/behavior and then offer similar content and services that results in closed sales. The insights gained from customer journeys is employed by your marketing teams to offer custom-made experiences and boost conversions. When your products and content is personalized to your customers’ behavioral characteristics, it leads to a higher success rate.
Considering how personalization has become a critical factor for business growth, Adobe Target customer segmentation behavioral targeting presents an opportunity to boost engagement and win more customers. Some of the benefits of behavioral targeting are as follows:
- Nurture leads with personalized messaging to offer engaging experiences and convert them into customers
- Deliver customized content to potential customers rather than general marketing or impersonal messages, encouraging them to make purchases
- Provide marketers with insights into consumer behavior and create tailored campaigns rather than test different ones. This saves money, time, and resources for the brand
- Marketers can build target audience and buyer personas using behavioral data
- Creates personalized mobile or website experiences for higher conversions, which leads to better ROI
Types of behavioral targeting
The ample benefits of behavioral targeting empowers brands to grow audiences, retain customers, and remain competitive in the marketplace. With Adobe Target personalization, brands can leverage multiple types of behavioral targeting for customer segmentation and creation of powerful tailor-made experiences.
#1. Website engagement: For behavioral targeting in website engagement, you can send personalized messages via pop-up promotions, ads, and links to related content. These actions capture visitors’ attention allowing your brand to segment customers based on how they respond or interact with the content. This ultimately helps marketers to retain and engage with potential customers and leads.
#2. Campaign engagement: Adobe Target campaign engagement helps you analyze user behavior like email interaction, clicked and opened links, and so on. Brands can even segment customers who have not opened or engaged with the emails and send them compelling offers. Such follow-up messages based on customer segmentation, buyer personas, and buying behavior offers the highest level of personalization. This allows marketers to nurture leads in a way that they appreciate your tailored content, leading to more purchases and higher revenues.
#3. Purchase behavior: Adobe Target behavioral targeting helps in retaining customers through purchase behavior. Marketers can use purchase behavior to deliver Adobe Target recommendations of products/services based on AI-driven intelligence of Adobe Sensei, closing more deals. Subsequently, the immense benefits of behavioral targeting expands a customer’s lifetime value (CLV) by engaging with content that addresses their likes and dislikes.
Behavioral Targeting vs Contextual Targeting
| Point of difference | Behavioral Targeting | Contextual Targeting |
|---|---|---|
| Ad placement focus | Delivers ads based on a user’s historical browsing data to increase personalization | Selects contextually relevant content to serve ads |
|
Cookies |
Leverages cookies in browsers to know customers better | It does not collect cookies |
| Effectiveness | More effective as it shows relevant ads to users based on their profits and purchase patterns | Less effective as it is not based on actual behavior of users |
Make the most of the benefits of behavioral targeting with Adobe Target
The different types of behavioral targeting empower marketers to use the amassed user insights for the sake of eCommerce personalization. However, to leverage the benefits of behavioral targeting to the maximum, marketers must follow a four-step process and employ Adobe Target to run tailored campaigns. Let’s have a look at these steps:
#1. Collect customer data: eCommerce websites ask for user data, which is used in creating a customer’s profiles in the database. Over time, your digital stores collect more and more of user information, their preferences, clicks, likes, product search, geographical information, and so on. All this data compiled helps marketers to understand user behavior and track customer journeys. The marketing team uses this data to offer personalized experiences. Some ways to collect user data are:
- Cookies stored temporarily in the user’s memory device
- AdTech platforms like Facebook or Google
- Track data by Internet Service Providers (ISPs)
#2. Create customer profiles: With the help of data, companies create customer profiles, giving them insights into shopping habits, interests and purchase actions. Brands no longer have to guess what their customers want and who their target audience is and instead focus on employing the benefits of behavioral targeting to deliver custom content, products, and services.
#3. Customer Segmentation: Once you have created several user personas of your potential buyers, sort and segment them into categories based on profiles and behavioral data. The data gives you an idea about different audience groups and the total of customer segments you need to serve. This enables marketers to determine which ads to show which audience group. Audience groups can be:
- Demographic
- Geographical
- Psychological
#4. Create personalized ads: After customer segmentation, marketers prepare advertising campaigns for the different target audience groups. As the content for all audience groups is personalized as per their purchase, behavioral, and geographical information, it leads to higher purchases.
Powerful AI-powered personalization use cases with Adobe Target
Marketers can leverage Adobe Target to create customer journeys powered by AI, personalization, and automation at scale. With Adobe Target personalization, you can provide customers with relevant messages every time and deliver them exactly what they want. Since Adobe Target offers a pre-configured integration with other Adobe Experience Cloud tools like Adobe Sensei and Adobe Analytics it becomes easy for marketers to deliver the best possible experiences across touchpoints.
Let’s discuss how to implement behavioral targeting with Adobe Target and improve conversions:
#1. Adobe Target personalization based on user’s behavior
If brands wish to personalize experiences for returning visitors, or those who have a category preference, click on the product or visit the website within certain times of the day, then you can achieve that Adobe Target. You can personalize suggestions for each visitor, auto-target them with different variations, assess the one with the maximum conversion rate, and auto-allocate the winning version to all visitors.
With Adobe Target, marketers gain a full view of customer data, across digital channels, undertake Adobe Target A/B testing on the site or app, and extend superior customer experiences.
#2. Real-time personalization
Visitors change their minds hundreds of times before they make a purchase. Often these kinds of visitors no longer qualify for the same segment. Adobe Target ensures that different visitors are segmented to different groups, even when they change their preferences, and still receive tailored experiences across channels. Manual steps can be easily automated in Adobe Target and data translates to personalized experiences for every user.
#3. Omnichannel personalization
Nowadays, it is common for shoppers to browse and shop for products across multiple digital touchpoints. The several benefits of Adobe Target ensure the delivery of a consistent user experience based on a single profile view of the customer across all breakpoints. It provides personalization at scale by building a unified progressive profile of a customer, even when they use different information to login from different channels, and offers Adobe Target personalization across channels for an omnichannel experience.
#4. Adobe Target recommendations
Adobe Target provides live search and product recommendations feature via integrated Adobe Sensei module to offer cross-selling and upselling opportunities. You can add sections like ‘Recommended for you’ to offer personalization options based on the history of visitor’s purchases. It automatically displays products, services, or content based on their interests and thus leading to higher cart values. Adobe Target recommendations help you drive relevance and personalization through these:
- Marketers’ control of Adobe Target allows marketers to build user personas, implement Adobe Target A/B testing to optimize campaigns, and drive the relevance of the recommended items.
- User Context ensures the delivery of relevant content in a timely manner in the form of customized messages with Target’s rich user profile features
- Sophisticated models help you handle millions of items in the catalog to give recommendations as per user’s profile with Target’s machine-learning capabilities
#5. One-click personalization with Auto-Target
Auto-target, with its powerful machine learning capabilities, uses every information of visitors such as location, the device used, new or returning customers, etc. to offer behavior predictions and deliver the best recommendation on every eStore visit. Auto-Target reduces the manual work and delivers custom-made content at scale.
Accelerate your marketing efforts with Adobe’s trusted partner
With AI-driven analytics and automated processes, Adobe Target levels up your marketing efforts. The benefits of Adobe Target allows us to personalize and optimize experiences, thus saving time, cost and manpower indulgence. It puts the right mix of automation and control in your hands, allowing you to leverage user behavioral data while implementing strategies that meet your business goals. If you wish the reap the power of Adobe Target for customer segmentation and personalization, as an award-winning partner, our certified experts can help implement the tool for assured success.
