3 steps to subdivide the behavior of overseas social media users to achieve precise marketing

Marketing needs precision, and the premise of precision is to segment user behavior. Especially on overseas social media platforms, the platforms themselves have many indicators that help brands segment user behavior, but how to use them is not easy. In today's article, we will help brands segment user behaviors more quickly from three aspects to facilitate precision marketing decisions:

1. Purchase Behavior

2. Occasion or timing

3. Consumer Loyalty

4. Purchase behavior

Today, users are making more purchases on social media platforms. For the same purchase, different products and brands have different needs, which can be judged and divided from the following dimensions:

1. Complexity shopping: To measure the complexity of consumers' shopping behavior, it can be measured by consumers' participation in the shopping process. The higher the level of engagement, the higher the decision-making cost, the more complex the shopping behavior, and the more likely the outcome is to be influenced by intervening variables (such as marketing campaigns, etc.).

For example, buying a car is a highly complex shopping behavior. Even between vehicles of the same price, factors such as vehicle performance, models, marketing styles, and preferential policies of different brands will affect consumers' shopping behavior. Highly involved in the buying and decision-making process, and there are significant differences between the brands considered.

2. Diversity-seeking shopping: If consumers’ shopping behaviors aren’t sophisticated enough, brands shouldn’t take it lightly. Because the difference between different products is also the driving force for consumers to shop.

For products such as shampoo, where shopping complexity is greatly reduced, even with the same fragrance and function, consumers will consider different formulations and even packaging. And the simpler the shopping behavior, the more likely it is to be changed.

For brands that want to cultivate long-term consumer habits, they need to build brand barriers in such consumption behaviors—whether it’s an exclusive recipe or a memorable advertisement, or the added value it can provide to consumers ( Celebrity endorsements, emotional connections) are all tools that brands should use.

3. Other types: shopping influenced by price and consumption influenced by consumption habits.

The occasion or occasion

Choosing the right scene = the best consumer education; choosing the right time = giving the consumers the best of luck. The marketing occasions and timings are generally divided into the following categories:

Judging which occasions your products are more suitable for consumers can help brands better choose the scene and seize the opportunity. For example, PatPat will run more generic, wider-reaching ads on Facebook during Christmas and Black Friday (universal occasions).

3. Consumer Loyalty

It can be said that all the actions of the brand are in the hope of establishing higher consumer loyalty. And during the pandemic, which is more reliant on online channels, the loyalty that can be reflected on social media platforms is also more closely related to consumer loyalty.

According to consumers' activity on social media platforms (such as attention time, interaction type, and number of interactions), we can determine the degree of consumers' recognition of the brand, which is related to consumer loyalty, so as to invest marketing expenses on those Social media fans who are more loyal and favorable to the brand.

The "Portrait" function of Marketing Cloud can gain insight into the audience's interaction period, interaction type, and interaction times and other loyalty data. It also provides basic information such as the user's gender, age, country & city, language, and constellation, and supports exporting relevant information at any time. to help brands keep abreast of the characteristics and changes of their social media followers and consumers.

Conclusion:

Judging consumer online behavior is an important prerequisite for precision marketing. Behavioral segmentation allows brands to better understand who their consumers are, so they can provide more precise and personalized product and service experiences and ultimately lead to purchases.

To better understand the consumers on your social media platform, welcome to use the global social media data marketing management platform Marketing Cloud. Whether it is the "Portrait" function, the "Public Opinion" function or the "Social Listening" function, it can help you better perform social media marketing with high ROI.