How to use consumer behavior in marketing campaigns
Businesses use data derived from consumer behavior analysis to create effective campaigns and for audience segmentation. Segmentation consists of using 6 primary types of audience segmentation that include:
- Seeking the benefits of a product
- Occasion, need, or timing
- Rate of use
- Brand loyalty perception
- User status or type of user
- Buyer readiness or stage of the customer journey
Each segment helps you identify why a customer wants to buy a product. The customer begins by looking for a product that fulfills a need or delivers a benefit. They may also consider how frequently they need to buy, how fast they use the product, their loyalty to the brand, their socio-economic status regarding buying power, and their readiness to purchase. All of this information helps you specifically market your product to fulfill each of these needs.
These segments also help you create what's known as a marketing funnel. The marketing funnel starts after a consumer has done their research, found your product, and is in the process of making up their mind to buy. The funnel begins with awareness, moves into interest, then desire to own builds, and leads to the action to buy.
The overall goal of understanding consumer buying behavior is to create effective campaigns, know more about your customers, learn how to appeal to their needs, and attract their attention.
In general, people are creatures of habit and are likely to respond to familiar marketing efforts that are slightly different each time. Not only does this help you streamline your marketing, but it also generates loyalty among your target audience and builds your brand reputation as being trustworthy.
Wrapping up: Consumer behavior
All businesses that sell a product to consumers will benefit from learning more about consumer behavior. Understanding consumer behavior and why people buy your product helps you create effective marketing strategies and build brand loyalty.
Not only does it build a loyal customer base for your business, but it also helps draw in new customers through word of mouth, obtain new and returning customers through the introduction of a new product, and provide the opportunity to boost sales through promotions.
At Mailchimp, we offer a free marketing library full of valuable resources to help you understand consumer behavior and how to use the information for effective marketing campaigns. You don't necessarily need a degree to comprehend consumer psychology, but having insight into this methodology helps you grow your business regardless of its size. Our consumer behavior resources provide in-depth information on topics that include how to find your customers and how to market to them in a timely and appropriate manner that encourages them to buy.