Identifying customer behaviour & Establishing ROI goals and aligning marketing channels through Performance Marketing
Omprakash Selvam
HR Recruiter ?? || Full-Cycle End-to-End Recruitment ?? || BCA & MBA ?? || Sourcing Specialist ?? || Talent Acquisition ??
Customer behaviour is the psychological study of how they make their buying decision. It is based on what motivates them to make the purchase decision than selling a good or unique product. Successful marketing strategies are built on understanding customer behaviour insights.Bringing the external information on what customer wants, how they want it, and through which channel they will be approached is the foundation of any marketing success.Moreover, they leverage the customer behaviour data by accessibly viewing the customers’ engagement with competitors’ websites and digital marketing channels and how they influence their purchase behaviour.
Marketers combine multiple tools to dig out the data that can help in understanding customer behaviour. They then apply the principles of performance marketing to influence the customers’ purchase decision that drives performance-based marketing ROI.
A performance-based marketing strategy is nothing without setting the ROI goals. This certainly means – what are the goals of the company for the next 6 months or a year? How much growth are they expecting? How many leads are they planning to close in a month? Setting such goals is imperative for organizations and once they are clear, it becomes easier for marketing teams to result in a higher ROI.
After setting the goals, marketing teams figure out the right channels. Email marketing, SEO, PPC campaigns, Social media marketing, and Content marketing plays a critical role in achieving the goals. Hence, CMOs spend hours setting up realistic goals and expectations for the organization that can impact the team’s marketing efforts and drive ROI.
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