The Neglected Value of Behavior Knowledge

When you are looking for new pots and pans, where do you go? To the store or online? Our answers have likely changed over time. Fifteen years ago, very few people would even consider purchasing an everyday item online. Today we find the contrary to be true, as the vast majority of purchases are made without ever walking into a store. This is just one of the many constantly changing patterns that indicate the importance of understanding consumer behavior for businesses marketing for consumer purchases. The more businesses are aware of their target audiences’ behavior – as it relates to how they interact with and consume the goods and services of businesses – the better they can reach the consumer.

Understanding consumer behavior is more complicated than we may initially assume, especially if you intend to allow it to influence your strategy. The world of marketing is more dynamic today than ever before courtesy of the information constantly at our fingertips. With that said, it is vital for marketing professionals to invest intentional effort in observing and evaluating current trends, even those that never hit the headlines. Behavioral patterns are constantly changing, so the strategies that stem from them must continuously evolve as well. The ability to identify a shift in consumer behavior and use it to adjust your organization’s marketing strategy before the opportunity has passed is not easily taught. Hands-on experience makes an overwhelming difference in this area. This is where a professional agency, like Performance Marketing, comes in.

What makes this worthwhile to understand? Effective marketing is about more than creating attractive advertisements. It’s about establishing a valuable connection with your organization’s target audience(s) by reaching them where they are with what they want or need. Knowing the behavior trends of your ideal consumer is a foundational part of accomplishing that. Beyond this, it is no secret that many consumers’ purchasing decisions are heavily influenced by both their values and emotions, which means identifying what causes shifts in these areas matters also. The best way to explain this is through an example:

The upcoming generation has put an emphasis on environmental responsibility like no previous generation has. As a result, we see companies using celebrities and others with deep influence to help them promote this value on behalf of their organization. This triggers an emotional response from the consumers these campaigns are designed to reach, therefore also influencing said consumers to connect with, support and consume the products and/or services being promoted.  These marketing efforts are often less about the products and services and more about the message of sustainability and environmental responsibility. Yet, they’re still wildly effective when it comes to reaching consumers, and increasing sales.

All things considered, including the example above, the key to successful marketing is using current behavior, and mending a strategy to cater to it. At Performance Marketing, we strive to consistently track behavioral trends, and apply it to our approach on behalf of our clients.