Avoid behavioral red herrings
Successful marketers are the ones that embrace this volatility – recognize it as part of reality and use the tools available to them to work within this paradigm instead of against it (or ignoring it altogether).
If you have not investigated or invested in behavioral data, now is the time to look deeply. There are a number of technology tools out there that will enable you to access data and act intelligently in real time.
If your personas are spot-on, up to date and information-rich, you can create relevant messages and content in advance and act ‘on the fly’. There are tools and platforms available to tell you when you should send, what you should send and who you should send to.
So, stop programming your communications based on pre-defined business rules. Where’s the logic in sending an email every five days or when someone clicks on a link or if they downloaded a piece of content. These are the wrong signals. They’re red herrings.
And, importantly, do not assume that your targets are proceeding to the next step in the customer journey. They may be going to the step before or back to the beginning. It’s important to capture this dynamism to provide even greater predictive intelligence on your customers.