bihevioral marketing digital marketing

[YOU ASKED US] Behavioral marketing – what, how, when and why at all?

Promosapiens News

Recently we asked you on social media to let us know what you are interested in regarding behavioral marketing.

You asked us many questions, some of them gave us a good laugh, and in the end we picked out 10 questions that we consider to be the most interesting and the most useful for all of you who are reading. :)

1.How much is behavioral marketing more expensive than classical marketing?

It doesn’t necessarily have to be more expensive because it can be a part of the standard campaign. It all depends on what is tested and what kind of benefit it is for the sales result. There’s no point in conducting research in which you will prove that the users give more “likes” to the ad that contains the word “sun” instead of the word “sky” if you don’t have a specific business benefit.

2.How long does it take for the first results to be visible?

Since it has to be defined in advance how big the sample has to be in order to have statistically relevant results, it takes about 5 to 15 days to see the first results. Of course, it all depends on what exactly we test. Also, if the high quality of results wants to be reached (the so called Ecological validity), you have to take the patterns of behavior of your users into account. Here in Promosapiens, we call this data “behavioral loop” and we follow two of those loops:

  1. users’ behavior from Monday to Sunday
  2. users’ behavior from the 1st of month to the 31st

Why do we do that? Because you don’t have the same behavior at the beginning of a week when you’re in full work mode and at the end of the week when you’re in the relaxed/party mode. Also, your consumer habits are not the same when you get your salary and when your salary is almost gone; as you spend more and more of your salary, you’re less inclined to buy hedonistic products.

3.How big is the sample on which you conduct your research?

It depends on the target group, but most frequently more than 20 000.

4.Is there an exact number of impressions per person which is within limits where we’re still not boring the customer?

The number of impressions, or the frequency of displays per user varies among industries, but the number is approximately 7 for the FMCG industry, 9 for pharma industry, and even 18 for the automobile industry. However, very important factors are what the exact product is, the creative campaign itself, and the competition. For example, we did a campaign for a client to whom the analysis before starting the campaign showed that the ideal frequency will be 12, but in 4 repeated cases, the expected results started to show at the frequency of 4.

5.To what extent are neuromarketing and behavioral marketing connected?

They pretty much are. Neuromarketing gives a more detailed insight in certain patterns you want to test alone. For example, maybe you established that 50% of the respondents give up at a certain step of shopping on your webshop and you found out that in a behavioral experiment. Conducting a neuromarketing research you can find out why they give up.

6.Can behavioral marketing bring harm to a company?

It can, but to the same extent as any negative PR campaign someone could start in order to denigrate you. Misuse is unfortunately possible in all aspects of our lives.

7.How do you know whether people will behave as they say they will?

We don’t, that’s why we conduct experiments, and we do it very often. Every day you are exposed to many conscious and subconscious messages and experiences. These experiences and messages change you and form you as a person. But, every one of us, if we look closely and long enough, has certain behavioral patterns that repeat. We don’t have to have them forever, but we often have them long enough so that it can be established through behavioral research. The point of behavioral research is to find out what your motivation is and to adapt the marketing message to it, because everyone likes to get exactly what they want.

8.Can I do behavioral marketing on my own? Do you organise any kind of education?

Of course, if you devote enough time to study psychology and behavioral economics.

Yes, Promosapiens organizes education, but exclusively educations of closed type, as ordered by the clients.

9.I am managing a web shop, is this for me?

Definitely. The amount of data points you receive from the users of your web shop is enormous and this data is extremely valuable for the purpose of improving your campaign and the experience of your users.

10.Digital marketing sucks and it didn’t bring any results to me. Why do you think this yours is better?

We don’t necessarily think it’s better, but it’s different, more detailed and precise. Our goal for the campaigns, whether digital or any other kind, is that they are not based on luck, and this is the main advantage of behavioral marketing – strategic planning of quality campaigns and quality analyses of data.

We strongly encourage you not to give up on digital marketing, but to perform an analysis on what went wrong. Maybe your expectations (or promises made by the digital agency) were unreal.

If some of the answers to your questions still remained unclear, you can contact us without any hesitation on info@promosapiens.hr