How often have you not received a mail or spotted an Instagram post on a certain product that is linked to your recent online activity? All the time, isn’t it? That’s activity-based marketing for you. It is all about sending out promotional messages on the basis of an action taken by a potential customer, in real time.
Identifying a user’s intent and building on it is what activity-based marketing is based on. There are plenty of tools that help a marketer automate messaging to consumers. So, what are the key elements that define activity-based marketing?
Personalisation: Activity-based marketing entails that your landing pages need to be personalised for the target audience. Marketers would need to create specific landing pages with copy, offer announcements, forms and images that apply to the specific set of people or their accounts that visit the page. One method of personalising would be to use the name of the visitor — however, this works both ways, and not every potential customer likes to be called by name and could find the exercise intrusive. It helps to use your discretion on using the name of the visitor.
Retargeting: This is a great method to constantly engage with a specific user or account. This typically happens when a user visits an e-commerce site, checks out a specific product or a set of products but abandons the cart or doesn’t click buy. In such as scenario, retargeting comes into focus. So, as a consumer you will see an ad for a product in which you evinced interest elsewhere pop up on your social media feed, in the form of an ad on Facebook or Instagram, for instance.
Email/direct mail: As a marketer, if. you are sending out blasts of email to users, then, you are doing it all wrong. You would need to send targeted mails to your list of subscribers. When a certain campaign is sent to this list of users, and when they click on the link, a cookie is generated on their browser. This helps track your user’s browsing activity.
Why is activity-based messaging relevant for a brand?
The reason activity-based marketing is very important for a brand is because it places utmost importance on the potential customer. It is the customer who is guiding you on how your products are, and what you need to do to get maximum attention. It is a far better thing to re-engage or build on marketing that you have already used on a customer who seems to have evinced interest than chase unresponsive users/customers. In an activity-based marketing campaign, it is the customer who has opened the door or window, if you may, and is willing to receive information. When you send out a mail or show an ad to the customer based on recent activity, all you are doing is mere handholding and engaging. You are completing the conversation and gently telling the customer to take an action. This is not in-your-face marketing or cold calling by any means.
How to use activity-based messaging?
- Show restraint and discretion and don’t engage with your customer on every activity. Do it from time to time, on the most important activities. There are opportunities aplenty, from repeated clicks on a specific link to a product or service to an abandoned shopping cart.
- First, send out a message confirming a persons’s action. These could be “thanks for your interest in XYZ” kind of messages, crafted well, to show that you appreciate a user’s action and you are there for them.
- The next step is to highlight your brand profile and show the user who you are, what your products are all about and link it with the customer’s action.
- Finally, you should communicate to your potential customer as to what they could do next. Have they clicked on a specific lipstick shade? You might want to show them some discount offer on it, a new shade of lipstick and help them revive an abandoned cart.
In essence, activity-based marketing is messaging that is not loud or obtrusive; it is messaging that the customer herself is open to receiving. It is a conversation, not hard-sell.