Effect of Marketing Campaigns on Consumer Behavior

Marketing campaigns focus more on influencing consumer attitudes, perceptions, and buying
decisions. If done correctly and regularly, they can convince existing and prospective customers to
change brands or choose expensive alternatives with the right marketing message (Chrysochou,
2017). Research shows that millennials exhibit positive attitudes and more excellent purchase
intentions for products featuring cause-related marketing (Partouche et al., 2020). These findings
demonstrate that practical promotional activities have a significant impact on purchase decisions.
Customer Behavior Segmentation
The segmentation of customers and identification of buyers is always essential. Now that
individualization and customer experience influence a company’s success, efficient segmentation
is even more critical. Many companies that use customer segmentation say that they find it
essential, so the segmentation technique needs to be found that clarifies and suits your business
(Ballestar et al., 2018). During information search on a product or service, customers can disclose
their behavior valuable insights into the advantages, features, values, usage cases, and problems
that most motivate their purchasing decisions. If a customer values one or more gifts compared
with the other, then these primary benefits are the motivating factors that drive that customer’s
purchase decision.
The use of products or services is a common way of behavior to segment clients based on the
frequency on which a client buys a product or service or interacts with it. User behavior can be a
strong loyalty or churn indicator, and therefore a value for life (Ballestar et al., 2018). Loyal clients
are the most precious assets of a company. They are less expensive to maintain, usually have the
highest lifetime value, and can be brand proponents. By analyzing behavioral data, customers can
be divided by their degree of loyalty to ensure marketers understand their needs. Ballestar et al.
(2018) explain that buyer segmentation enables marketers to align communication and personalize
conversion experiences at each stage. Also, it helps them discover phases in which custodians do
not progress so that they can identify, even after purchase behaviors, the most significant obstacles
and improvements.