There are only two drivers of human behavior, pain avoidance and pleasure seeking, and marketers should keep this fact in mind when crafting their strategies.
In this age of multi-channel marketing, companies need to determine the best ways to use all their resources to convert browsers into buyers. This article I read recently illustrated how Avis did just that, and there are good lessons here.
I read a white paper recently geared to online marketers from the company FetchBack, a retargeting company. In a nutshell, they state that online marketers often track the metric “conversions,” which can be different for each marketer depending on their business, for their website and from specific campaigns. What people often fail to take into consideration, however, is what percentage of conversions are from people who absorb information and then come back later to purchase.
Like a PB&J is not possible without peanut butter, behavioral marketing is not possible without an investment into understanding a company’s customers through segmentation. Read more…
