Reaching current and potential customers is more difficult than ever before. There are more screens to populate, more companies to compete with, as well as a three-year-long pandemic which has greatly altered human behavior.
In order to help marketers reach their desired customers, we built audience segments based on real-world behaviors. We analyze dwell time, visit frequency, context of visits, and more in order to verify visits.
Location-based audiences
Understanding and building audience segments based on real-world behavior insights allows marketers to build a deeper understanding of who they’re approaching. Knowing the stores people shop at and where they go after their visits can reveal their interests and loyalties.
Location-based audiences can help shift your marketing efforts. When people are out and about, they’re not watching TV. Reaching them on their phones or other channels with the right messaging means driving more visits.
Change in behavior
Location-based audiences can help understand how the behavior of different segments has changed. Due to the pandemic, a lot of people have become more cautious of what they do and where they go. As a result, understanding real-world behaviors is even more important.
When you have a grasp on segment behaviors, you can then push different offers to them. For example, people who make frequent trips to the grocery store, gas station, and other essential locations may be interested in delivery services, especially when Covid cases rise.
Understanding updated behaviors allows marketers to offer their customers or potential customers new products or services to accommodate their new lifestyle.
Build loyalty
Based on behavior changes, brand loyalties have also been altered. Acquiring a new customer can cost up to seven times more than retaining an existing customer. Because of this, customer loyalty is extremely important. When monitoring real-world shopping behaviors, you can understand when you’re losing customers, or the right opportunity to allocate more resources into acquiring new customers. This also goes back to understanding customer preferences to inform messaging, creative, and channel allocation.
Understanding existing customers’ real-world behaviors can also help companies differentiate between loyal customers, high-value customers, and low-value customers.
- A loyal customer is someone who shops with your brand, but isn’t influenced by an ad or campaign
- A high-value customers are customers who are loyal to a company, and are influenced by an ad or campaign.
- A low-value customer is someone who has no loyalty to your brand and isn’t influenced by your campaign.
You can learn more about the difference in customer categories in our blog post here.
Seasonality
We also build audiences for seasonal promotions. Reaching the right people at the right time can drive in-person traffic and build loyalty. For example, gym visits often spike in January as people make New Year’s resolutions to work out more. Using Cuebiq’s Gym Goers audience segment can help athletic apparel companies reach people who need new gear to keep their resolution alive.
Seasonal audiences can also mean reaching people about specific events – such as the Super Bowl. Super Bowl Sunday is a day of drinking, eating, and betting. Cuebiq’s Casino/Betting shop audience segment can help companies like DraftKings create promotion segments to engage these customers.
There are an extensive amount of opportunities for seasonal audiences throughout this year, such as Winter Sports Enthusiasts, Festival Goers, Recent Grads, and Summer Travelers. Our audiences allow you to gain an understanding of which segments have an affinity toward different seasonal events, based on their real-world behaviors. Check out our calendar for examples of seasonal audiences:
Our customer success and sales teams are here to help you build and understand your audience needs and requirements as you plan for a strong 2024. Book a demo to get your campaign started!
