The new technology that social marketing campaigns need
Posted by TeamPC on 8 Jun 2017
Technology has made possible many new and creative things across different industries. From more effective communication, better targeting and highly accurate digital profiling, recent advances in behavioural change software have completely changed what social marketing campaigns can achieve. And that’s a really exciting development.
Behaviour change marketing has changed – for the better
A couple of decades ago, before the internet came onto the scene and completely changed the way we function, the whole idea of analysing someone’s digital behaviour would have been unheard of. But to get to grips with how someone is feeling, and why they choose to behave in a specific way, you need to understand all about them – and that includes the types of topics they are interested in, websites they visit, search criteria they apply, and wider digital interests that they have.
But how do you go about tracking people’s digital usage?
The answer is, you start to use new automated marketing software. It lies beneath a website and gathers intelligence about visitors over time. This gives social marketers a great deal of insight into how and why people behave as they do. Once available, a targeted behavioural change strategy can be implemented to penetrate that thinking, and start to nudge people in the direction of positive change.
Automated marketing software can focus on specific areas of interest
As soon as a person’s email is known, and their digital usage has been tracked, automated marketing software can start to deliver specific behaviour change messages that are designed just for that person. Research concludes that people who are genuinely interested in a topic are more likely to take it a stage further than those that are not. Common sense perhaps? But focusing a social marketing campaign on an individual’s interest, or groups of interest and concern, is by far the best way of securing behaviour change.
By defining powerful automation rules, dynamic content, targeted emails, videos, all based on an individual’s areas of interest, can be programmed into software. It’s easy to set-up and manage, and allows you to monitor uptake over time so that the rules can be changed, and/or tweaked to build on results.
Guaranteed ROI, definite results
According to most recent studies, businesses that have adopted behavioural marketing technology have seen returns of more than 11 times their initial investment. That’s simply amazing!
We’re Perfect Circle – an open and honest social marketing agency that delivers behavioural change for its customers. Visit us online at perfect-circle.co.uk
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