Breadth of Behavioral Targeting

Targeting different campaigns to different people isn’t the only method to behavioral marketing. Taking a broader approach and utilizing general knowledge of psychology and sociology can have just as impressive benefits as tailoring an ad to every individual. And this couldn’t be more obvious than it is in the hospitality industry.

In a comparison of hotels, restaurants, and nightclubs it becomes obvious what social factors play into an establishment’s image. Though club lighting and what sort of theme your hotel may have play roles in the decision process of consumers, it’s not as strong as you may think. To really understand what motivates one to go to one restaurant over another we have to understand the basic social elements a patron is seeking. For example, a high nightclub attendance is not the result of a two for one drink night- rather the success of the promotion depends on how many people are in attendance. In order to encourage that attendance you first have to get to the root stimuli of any nightlife venue. While people may claim to go out to see a favorite DJ or have fun with friends the more primal reasons are for excitement, social interaction, humor, or romance.

In pinpointing the basic psychological needs behind your own product or service, the potential of your own promotional plans will be recognized.