How behavioral marketing affects PR playbooks
A little knowledge of the human condition can be invaluable in getting audiences to take action.
It’s simultaneously way easier and way harder than it used to be to reach a huge number of people.
It’s easier in that the old gatekeepers no longer control the flow of information the way they did. You’re no longer dependent on one of the major networks or big newspapers. It’s harder because there are so many things competing for people’s attention that it’s tough to stand out.
Behavioral marketing aims to address that problem. It’s one of the keys to our current online ecosystem—and paradoxically, one of the problems that may be the undoing of the way the internet currently works.
What is behavioral marketing?
Put simply, behavioral marketing is when a marketer targets leads or customers based on actions they take, rather than just the pages they view. This is only possible with the large-scale information gathering capabilities that marketers have at their disposal now.
More traditional marketing techniques are scattershot: Even if you do some targeting, you accept that a certain (large) percentage won’t even open your offer, and of those that do, you’ll only gain a small percentage of responses.
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