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Why Tracking Behaviors is Important

Evolution to your Marketing Strategy

The evolution of the car is easy to watch. From the time when you could only buy a car that was black to the days when the windshield wiper was first invented and then right up to electric cars. We’ve enjoyed a steady march of technological advancement that has made things easier and safer for those on the road and those who aren’t.

Imagine for a second buying an electric vehicle where you spend thousands of dollars to get what you want, retrofit your home to support it, and then you ask the dealership to retrofit it to allow your cassette tape to work.

Cassette tape

That isn’t just old tech, it’s ancient. Not only is it a poor use of your brand new Bose multi-speaker system, but a single bump in the road could eat up your media and you’ll be left with nothing but garbled screeching followed by silence.

Well, that was a waste of money.

That’s about how your marketing works when someone insists on using keyword strategy. Keywords had a place and in the beginning, they worked well, but as you can see by our previous article, there are several complications with using keyword strategy.

The solution?

 Behavior marketing.

Just like the evolution of the vehicles you sell, your marketing has to move beyond a single minded concept that can swallow up your whole marketing budget with little return. Behavior marketing is that natural next step, especially in a digital world.

Why Behaviour marketing is the next step in marketing evolution

1. You get more information

Whether it’s Facebook or your own website analytics, tracking behaviours gives you more information about how your audience interacts with a marketing element. How long do they stay on your website, where did they go first, and did they share your information to their friends on social media? You are in control of the information.

 

2. Higher click numbers
Your audience is going to interact with an ad that they’re more interested in than one that’s either random or based on their search history. Why? Because people will sometimes search for seemingly random things or search for something for their grandparents, or worse search for information for their toddler. On the other hand, behaviour over time will dictate trends and habits that you can target.
3. Improves ROI
There are two elements to your return on investment; costs and income. When it comes to behavioural marketing versus keywords, you improve both. You won’t spend as much money to get more return and with the information you’ve gathered, you can tweak your strategy for even better ROI.

It’s all about strategy

 

Your clients won’t accept a core product from the early 2000’s built into a hybrid or electric vehicle. Nor, should you accept the same for your marketing. That’s not to say keywords don’t have their place, but you still have a radio, it’s just better, employing digital media and technology that far surpasses the quality and range of those built two decades earlier.

 

Thanks for reading! Stay tuned for more content.

 

Cheers,
Jason Harris

 

 

 

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