Marketing segmentation has always been important. Yet, only 33% of providers using it say they find it considerably impactful. A big reason gift that countless companies count solely on classic approaches, such as geographical and demographic segmentation.

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There’s no denying that discovering your median customer’s location, age, gender, etc. Is necessary to addressing their needs. Simply understanding who they space isn’t enough, though. Girlfriend must likewise know what they carry out — therefore leveraging other customer data, like behavioral data, is equally important. Without this, various other segmentation data you’ve built up may be calculation moot.

That’s why behavioral segmentation is a marketing strategy your team requirements in that arsenal.

What is behavior segmentation?

Behavioral segmentation divides consumers according to actions patterns together they interact with a company. Together the surname suggests, this category of segmentation studies the behavioral traits of consumer — their knowledge of, perspective towards, use of, likes/dislikes of, or solution to a product, service, promotion, or brand.

The objective of behavior marketing is to:

Understand just how to attend to the certain needs and also desires of client groupsTailor her product or business to fulfill those needs and desiresDiscover methods to optimize the buyer’s journeyQuantify your potential value to her businessDevelop a clever marketing strategy come improve and expand your customer base

It’s crucial to keep in mind that the doesn’t exist separately from other species of segmentation. Attributes such together a customer’s age, gender, location, income, and occupation typically correlate to behavioral data. That method behavioral data can often be used to confirm details conclusions around other segment data.

Why is behavior marketing important?

Dividing the sector into smaller segments, each v a common variable, enables brands come use an useful time and resources an ext efficiently. If every consumers competent the exact same marketing technique, it would only work on some of them. By knowledge your prospective market better, and dividing them accordingly, you have the right to employ heralding personalization to ensure their requirements are met:

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Behavioral targeting has 4 main advantages:

Predictive: Historical behavioral patterns aid predict and influence future client behaviors and outcomesPrioritization: identifying high-value prospects through the best potential business influence enables friend to make smarter decisions on how to best allocate time, budget, and resourcesPerformance: Monitoring development patterns and adjust in segments in time helps gauge company health, and track performance against goalsUse sommos.net for your segments ➔

7 behavior segmentation examples

1. Purchasing behavior

Purchase behavior-based segmentation looks at how customers act in different way throughout the decision-making process. It help businesses understand:

How customers approach the acquisition decisionThe intricacy of the purchasing handle customer’s duty in the purchase processBarriers follow me the course to purchaseWhich actions are most and least predictive of purchase-making

Purchasing habits can be broken down into four main categories:

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Complex: A client is highly affiliated in the purchasing and decision-making process, and also there is a far-reaching difference in between the brands being considered. For example, if someone is deciding in between buying a Mercedes and a BMW, there’s likely a lot of weighing on that decision -- it’s complex)Variety-seeking: as soon as a customer isn’t an extremely involved in the to buy process, but there’s tho a distinction in the product being offered by different brands. For example, a TRESemmé shampoo client might try Suave shampoo one day. If she likes it, she could stick with it; if not, it’s rather inconsequential.Dissonance-reducing: as soon as a client is making a rather significant purchasing decision, yet there’s not much difference in between the similar products being readily available by different brands. Because that example, once purchasing a new bedroom set, a customer could base their decision on price fairly than the high quality of the product.Habitual: as soon as a purchase doesn’t require much involvement, the product being available doesn’t differ much throughout brands, and also it’s mainly simply a personal preference that matters. Because that example, there may not be much difference between Lays and also Ruffles come impartial customers. However, some world would never choose one end the other.

Most customers autumn into each of these categories at some allude in their lives. Although, as much as their category depends on their purchasing behavior, it additionally depends ~ above the product purchased. By understanding exactly how these two entities relate to one another, you can determine the finest strategy to industry your product or services to them.

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2. Benefits sought

As consumers research a product or service, their behavior can reveal valuable insights into which benefits, features, usage cases, or troubles are most applicable come them. And when a customer locations a higher value on details benefits over others, these primary benefits space the driving determinants for the customer.

Let’s revisit the shampoo example. Human being who buy various shampoos could do so because that a variety of reasons:

VolumizingOil reductionDry scalpDamaged hairScentPrice

This method two prospects may look identical in regards to their demographic makeup, however could have very different values concerning the benefits and also features that are most necessary to them:

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So if you have actually several customers every seeking the exact same product because that a different primary advantage -- and also you message all of them around the same benefit -- you could be lacking the note with anyone else, wasting her time and budget.

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3. Buyer journey stage

Behavioral segmentation, follow to the customer journey stage, permits you come align communications and also personalize experience to increase conversions in ~ every stage. It also helps you discover stages where customers space not progressing, therefore you deserve to improve your marketing initiatives there.

Segmenting customers by journey phase isn’t always easy, though. Client in assorted stages still interact and engage v content in various other stages, throughout a selection of channels, at all various times, and in no certain order. Therefore, a single customer behavior or communication is not sufficient to pinpoint i beg your pardon journey stage they exist.

To boost that accuracy, you need to leverage all of their behavioral data throughout various touchpoints and channels so the you can build weighted algorithms based on patterns of behavior over time, favor this:

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This prospect is right now in the factor to consider stage, but their habits occur in utterly arbitrarily order, not in a direct fashion from stage to stage. Trying to identify a consumer’s buyer journey stage based on just one or 2 of their behaviors can quickly lead to a not correct assumption. Above is a much an ext realistic view of just how customer behavior can look, and also by considering all of their actions, their current journey stage becomes clearer.

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4. Usage

This category can be a strong predictive indicator of loyalty or churn and, therefore, life time value. That looks at:

How customers space using your product or serviceHow often they usage itHow much time they spend with itWhat functions they useHow numerous users indigenous the very same account usage it?

Usage-based segments include:

Heavy users (aka super users) -- Your many avid and also engaged customers that invest the many time making use of your product or service, and also purchase most frequentlyMedium users (aka median users/Mid-level users) -- Customers that semi-regularly, however not very frequently, use or purchase your commodities (often time- or event-based)Light users -- client that usage or acquisition much much less than various other customers, sometimes also only once

Segmenting by intake helps brands recognize why certain species of customers become heavy or light users. It allows them come test different marketing initiatives to increase intake from reduced use customers and potentially attract brand-new heavy usage customers.

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5. Occasion or timing

Occasion and also timing-based behavior segments commonly refer come both universal and personal occasions:

Universal occasions -- Purchasing trends that apply to the majority of your customers or target audience within a specific demographic (holidays, seasonal events, etc.)Recurring-personal occasions -- Purchasing fads for an separation, personal, instance customer that repeat repetitively over a period of time-based on their an individual life (birthdays, anniversaries, constant monthly purchases, etc.)Rare-personal occasions -- Purchasing fads for an individual customer the are more irregular, spontaneous, and daunting to guess (weddings, road trips, etc.)

PatPat bring away the global occasions technique to advertise to Facebook users for black color Friday and also Christmas:

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A more contemporary application that timing-based behavior segmentation faces time (day/week/month) once a client is much more apt to communicate with a brand or be more receptive to offers. This consists of individuals’ choices for analysis email, looking social media, researching products, and more. For example, Marco’s Pizza sends emails on Fridays much more than any type of other job of the week since people space much much more likely to order pizza over the weekend.

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6. Customer loyalty

Customer loyalty goes hand-in-hand with several of the other behavior segments, such together purchasing behavior, usage, and timing. The difference, though, is that habitual customers room continually in need of the product or business you offer, while faithful customers continually purchase your product or service.

It’s an important to segment by client loyalty since these world generate the bulk of your revenue, expense less come retain than acquiring brand-new customers, and have the highest possible lifetime value. Therefore, you should maximize your value and find much more customers favor them.

Customer loyalty behavioral segmentation may yield beneficial answers to essential questions such as:

What are the an essential behaviors along the customer trip that bring about loyalty?Which customers room the ideal candidates because that loyalty/advocate programs?How deserve to you keep your most loyal client happy?How have the right to you maximize the worth you acquire from your many loyal customers?

Here’s an example of behavior segmentation native Ladles, giving a $2 discount top top a future acquisition for being a loyal customer:

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Other industries that generally use customer commitment segmentation space hospitality (preferred hotel guests), take trip (frequent flier programs), and finance (platinum credit transaction card members).

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7. User status

User status is another means to segment customers behaviorally. Several of the most usual include:

Non-users -- may need to be made aware that they have actually a difficulty in the first placeProspects -- require to find out why your product or business is their ideal optionFirst-time buyers -- can need more instruction on exactly how to use your productRegular users -- should be introduced to supplemental commodities or services you offerDefectors -- former customers who have actually switched come a contender who might come earlier to your brand if you’ve solved the problem that caused them to leave

This email was most likely sent to continuous users -- customers currently signed up with Alignable, but possibly all set for an upgrade:

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You can always choose to produce other user statuses exterior of this list. Simply remember, the likelihood of retaining customers depends largely on whereby they stand together users, to begin with -- and also the an ext regular users you have, the better.

Online actions matter

As v the other species of marketing segmentation, behavior segmentation profit a far better understanding of that your target customer really is. The far better you know and also understand a customer, the an ext personal the value proposition you deserve to offer, and a greater chance your offer will fight home and also convince them to purchase.

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