BEHAVIORAL SEGMENTATION AS A TOOL FOR PERSONALIZING MARKETING COMMUNICATIONS

Abstract

The article is devoted to the behavioral segmentation and its usage as a tool for personalized marketing communications and creating effective marketing communications. The topic’s relevance is mainly determined by the rising technological development of automized systems and its possible implementation for behavioral marketing segmentation with its further usage in communications with consumer. Traditional methods of segmentation like demographic or geographical are the ones which are not sufficient for the dynamic and turbulent environment in the world and in Ukraine particularly. Thus, the usage of behavioral segmentation acquires increasing importance as it gives possibilities for businesses to monitor behavioral patterns of consumer activity, their customer lifecycle, reaction for monetary and non-monetary proposals, overall responsiveness to communication which is an important part of marketing strategy. The methodological approach is based on comparative analysis of different behavioral characteristics and their usage in real-world examples. The research models combination of various customer behaviors and proposes a way of combining it into a separate segment. This gives a complex understanding a consumer profile construction and methods of segment automatization process using modern digital technologies like dbt, Node-Red etc. The result of the study shows that behavioral segmentation is more effective for companies as it gives companies opportunity to research information beyond static profiles and be in-trend of customer changes in different aspects of life. Usage of behavioral segments in marketing strategy allows businesses to update segments in real-time, minimize human factor and possibility of human error, reduce customer churn risk and increase long-term loyalty. The practical value of the study lies in the ability to form behavioral segments based on given classification and expand it with own methods of segmentation. Moreover, the article gives an example of an automatization flow which enables to form a complex system of dynamic behavioral patterns which are relevant to the company’s strategic objectives. The findings are relevant for various-sized companies to implement in their own marketing strategy targets and enhance competitiveness by using relevant personalized marketing communications.