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Behavioural marketing and how to get your customers to love you
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Behavioural marketing and how to get your customers to love you

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The world of marketing is now more multi-channel dependent than ever. Find out how to better integrate your email, web, mobile and social media marketing to deliver outstanding ROI, and how a …

The world of marketing is now more multi-channel dependent than ever. Find out how to better integrate your email, web, mobile and social media marketing to deliver outstanding ROI, and how a behavioural marketing approach can drive personalised, multi-channel experiences for your customers that means they'll love you to death.

Published in: Business, Technology

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  • 1. @jwatton@jwatton John Watton, Silverpop Figaro Digital Marketing Conference, London 18th July, 2013. Behavioural Marketing. …orhowtogetyourcustomerstoloveyou @jwatton
  • 2. @jwatton@jwatton Marketing practice is ten years behind marketing vision.
  • 3. @jwatton@jwatton
  • 4. @jwatton@jwatton
  • 5. @jwatton@jwatton
  • 6. @jwatton@jwatton This is “Bob”, the manager at “Chiswick Wines”
  • 7. @jwatton@jwatton Three weird facts I love it 1 Bob = Waitrose x 5 Avg spend per visit = + 30-200% > planned 2 3
  • 8. @jwatton Marketing needs to get more like Bob S I M I L A R I T Y T O B O B P R O F I T
  • 9. @jwatton@jwatton Today, marketing is un-Bobular @jwatton
  • 10. @jwatton We’re on the way B R O A D C A S T T A R G E T I N G S E G M E N T I N G P E R S O N A L I S I N G
  • 11. @jwatton@jwatton The Segmented Audience Approach Male 30-40 Male 30-40 Male 30-40 Male 30-40 Male 30-40 Male 30-40 Male 30-40 Female Homeowner Female Homeowner Female Homeowner Female Homeowner Female Homeowner Female Homeowner Female Homeowner College Educated With kids College Educated With kids College Educated With kids College Educated With kids College Educated With kids College Educated With kids @jwatton
  • 12. @jwatton@jwatton Problem: The Segmented Audience approach is failing 3%Relevant Irrelevant 97%
  • 13. @jwatton@jwatton Extending traditional segmentation 1 By Profile 2 By Preference 3 By Now?
  • 14. @jwatton@jwatton Shrinking segments
  • 15. @jwatton@jwatton The goal: segments of one @jwatton
  • 16. @jwatton@jwatton The biggest win: by behaviour @jwatton
  • 17. @jwatton@jwatton Which behaviours to track? • Age • Gender • Nearest store • Product preferences • Buy for self/as a gift • etc Demographics • Opened email • Did not open email • Clicked on link in email • Bounced • No mailing activity Email behaviour • Purchase history • Survey results • Loyalty points • Product searches • Abandoned carts • etc Relational data • Cart abandoned • Product searched • Form completed • File downloaded • Video viewed • Custom event Web behaviour • Voucher redemption • Store purchase • Event attendance • Call centre activity • Catalogue request • etc Off-line behaviour
  • 18. @jwatton SOCIAL EMAIL BRICKS & MORTAR POS B E H A V I O U R A L D A T A B A S E WEBSITE LOCATION CRM
  • 19. @jwatton Web site Call Direct Mail Email SMS Social Action Channels Output Channels – Communications Silverpop Input Channels External Input Channels Web site Location Email Social SMS Store EPOS Web store Call centre Mail order Input channels – Interactions • Web store • Mail order • Call centre • Event
  • 20. @jwatton@jwatton The role of email? Source: “Email Is Crushing Twitter, Facebook for Selling Stuff Online”, Wired, 1st July 2013
  • 21. @jwatton Watch the video at http://vimeo.com/69406200
  • 22. @jwatton@jwatton Getting there from here
  • 23. @jwatton The right platform Email High volume sends Rapid throughput Deliverability services Marketing Automation Web tracking Contact scoring Contact nurture programmes Automated behavioural routing Alerts
  • 24. @jwatton@jwatton Automate something! • 1. Welcome/Onboarding • 2. Browse Abandonment • 3. Cart Abandonment • 4. Recommendation • 5. Product Review Request • 6. Happy Birthday • 7. Replenishment/Re-order • 8. Cross Sell • 9. Purchase Anniversary • 10. Re-engagement @jwatton
  • 25. @jwatton@jwatton Back to Bob
  • 26. @jwatton@jwatton
  • 27. @jwatton@jwatton Thank you @jwatton jwatton@silverpop.com @jwatton