We've explored who your customers are demographically and what they value psychographically. Now let's dive into what might be the most powerful segmentation approach: behavioral.
Behavioral segmentation focuses on what customers actually do - their actions, usage patterns, and purchasing behaviors.
Engagement Message
In one sentence, why can actions be more revealing than words?
Here's the key difference: demographics tell us who someone is, psychographics reveal what they value, but behavioral data shows us what they actually do.
A customer might claim to value healthy eating, but their purchase history tells the real story.
Engagement Message
Can you think of a time when your actual behavior differed from your stated preferences?
One powerful behavioral variable is usage rate. Netflix segments customers into light users (watch occasionally), medium users (few times per week), and heavy users (daily bingers).
Each group needs different retention strategies and content recommendations.
Engagement Message
Name one way Netflix might treat heavy users differently from light users.
Purchase timing creates another valuable segment. Some customers buy regularly, others only during sales, and some make purchases for special occasions.
A jewelry company might target everyday buyers differently than engagement ring shoppers.
Engagement Message
What's a product you buy regularly versus one you buy for special occasions?
Customer loyalty status is huge for behavioral segmentation. First-time buyers, repeat customers, and brand switchers all require different marketing approaches.
Loyal customers need retention tactics, while switchers need compelling reasons to choose you over competitors.
Engagement Message
Which group do you think is more expensive to market to - loyal customers or brand switchers?
