Behavioral Marketing Delivers Higher ROI, Customer Loyalty

Companies that do not target their marketing efforts to individual customers and their behaviors are missing out in a big way, new research has found. Businesses that have been able to target customers based on customer behavior report a number of benefits, including higher return on investment and increased revenues. Business-to-consumer businesses attribute 26 percent of their revenues to behavioral marketing programs, the researchers found. Additionally, the researchers found that customers were more loyal when marketers target them with specific actions that are linked to their behaviors. However, despite those benefits, 45 percent of companies are actively collecting and organizing data for marketing use.

By collecting and analyzing data about the markets in which they are situated, companies gain valuable insight into how to grow their business.

SYBMS B BRENDAN DSOUZA S