If we had to put it together in one sentence, we’d say: Yes, and you need to get started with it today. Simply put, behavioural automation refers to using the buyer’s behaviour as the basis of all marketing. Be it sending push messages regarding his purchase or latest products, or simply interacting with them from time to time. The tactic makes use of three things in combination to deliver a consistent, interactive and highly contextual message to the end consumer – buyer behaviour, marketing automation, and real-time interaction. With the increasing consumer demand of value instead of getting sales pitches delivered to them via different marketing channels, this tactic is here to say and from as far as we can see, is all set to dominate 2017. While more and more companies are adopting automation technology to drive their marketing and sales processes, there are still only 30% of them who are making use of consumer data to personalise their automated campaigns. Behavioural automation digs deeper into who your consumers are, what they have been looking for, how they look for solutions, what makes them convert and most importantly, what their previous interaction with your business looks like. This helps marketers create smart segments of their email list based on their concerns, needs and purchase trends; further enabling them to automate separate email marketing campaigns that they get higher conversions on.

(Inc42)