When it comes to personalization, there are some considerations about customer behaviors that can impact how your business can create value and connection in this digital era. Since the goal of the marketing funnel is to move your customers past the stage of purchase to loyalty, it can help to consider the actions that may lead to this loyalty, then design your personalization efforts in connection with these behaviors.
1. ACCESS
In this digital world we live in, it’s all about access. Customers seek immediate, one-click, simple and fast access to information and data. Even in their interactions with others, they seek the same immediacy and level of access.
2. ENGAGE WITH CONTENT
Customers are looking to engage with content that is relevant to their lives, their work, their interests, and their experience. You’ve likely heard the phrase “content is king” and it’s true. The right content that is appealing to your customers is a driver of success.
3. CUSTOMIZED EXPERIENCES
Everyone wants different things. This is why your business’ content, information, and services must be customized for your consumers who know and appreciate having a lot of choices available in the marketplace for the services they need and want.
4. SEEK TO CONNECT WITH EACH OTHER
As social creatures, it’s not surprising that humans want social opportunities via digital experiences. So regardless of being face-to-face or not, we can communicate, connect, and express ourselves. We naturally want to work together and collaborate.
5. WORK TOGETHER TOWARD A SHARED GOAL, PROJECT, OR PURPOSE
That desire for collaboration leads to the behavior of working together for a common goal, project, or purpose using the digital platforms widely available. So that no matter where you are in this world, you can impact a unified determined purpose.
Consider these five core behaviors of consumers the next time you’re wanting to personalize your marketing campaign. Spend time thinking about how each of these can lead to better engagement and higher conversions. Since personalization is about reaching your customer in the right channel, at the right time, and with the right content, find ways to tie in these behaviors for a more successful marketing strategy.