Behavioural Marketing & 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 behavioural marketing approach can drive personalised, multi-channel experiences for your customers that ultimately means they'll love you to death.

This presentation looks at Behavioural Marketing and the simple journey you can follow to deliver a more personalised experience for your customers:
How to capture the things people do when they interact with your company across all channels (email, web, mobile, social, etc).
How to combine that data with what you already know about that person – the profile & preferences; or past behaviours.
The rules to apply to the data
How to use the rules to generate a personalised interaction and a multi–channel, multi-step relationship that delivers the most relevant customer experience for the individual.

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Behavioural Marketing & how to get your customers to love you

  1. 1. @jwatton@jwatton John Watton, Silverpop FUNNEL 8th October, 2013. Behavioural Marketing …orhowtogetyourcustomerstoloveyou @jwatton
  2. 2. @jwatton@jwatton Marketing practice is ten years behind marketing vision.
  3. 3. @jwatton@jwatton
  4. 4. @jwatton@jwatton
  5. 5. @jwatton@jwatton
  6. 6. @jwatton@jwatton This is “Bob”, the manager at “Chiswick Wines”
  7. 7. @jwatton@jwatton Three weird facts I love it 1 Bob = Waitrose x 5 Avg spend per visit = + 30-200% > planned 2 3
  8. 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. 9. @jwatton@jwatton Today, marketing is un-Bobular @jwatton
  10. 10. @jwatton
  11. 11. @jwatton@jwatton 13,365
  12. 12. @jwatton
  13. 13. @jwatton
  14. 14. @jwatton@jwatton
  15. 15. @jwatton@jwatton
  16. 16. @jwatton@jwatton
  17. 17. @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
  18. 18. @jwatton@jwatton The Segmented Audience Approach Sales Manager Sales Manager Sales Manager Sales Manager Sales Manager Sales Manager Sales Manager Finance Director Finance Director Finance Director Finance Director Finance Director Finance Director Finance Director Retail Sector Retail Sector Retail Sector Retail Sector Retail Sector Retail Sector @jwatton
  19. 19. @jwatton@jwatton Problem: The Segmented Audience approach is failing 3%Relevant Irrelevant 97%
  20. 20. @jwatton@jwatton #bacn
  21. 21. @jwatton@jwatton Extending traditional segmentation 1 By Profile 2 By Preference 3 By Now?
  22. 22. @jwatton@jwatton Shrinking segments
  23. 23. @jwatton@jwatton The goal: segments of one @jwatton
  24. 24. @jwatton@jwatton The biggest win: by behaviour @jwatton
  25. 25. @jwatton@jwatton Step 1: Decide which behaviors to track • Company • Title • Sector • Customer/Prospect • Product preferences • etc Demographics • Opened email • Did not open email • Clicked on link in email • Bounced • No mailing activity • etc Email behavior • Likes • Comments • Shares • Facebook forms • etc Social behavior • Pages viewed • Links clicked • Cart abandoned • Products searched • Forms completed • Files downloaded • Videos viewed • etc Web behavior • Salesteam interaction • Event attendance • Check-ins/QR codes • Call centre activity • Catalogue request • etc Off-line behavior
  26. 26. @jwatton SOCIAL EMAIL B E H A V I O U R A L D A T A B A S E WEBSITE LOCATION CRM Step 2: Capture them in one place
  27. 27. @jwatton@jwatton Step 3: Lead score on behaviours Behaviour Profile 1 2 3 4 A 32+/15+ 32+/10-14 32+/6-9 32+/0-5 B 20-31/15+ 20-31/10-14 20-31/6-9 20-31/0-5 C 10-19/15+ 10-19/10-14 10-19/6-9 10-19/0-5 D 0-9/15+ 0-9/10-14 0-9/6-9 0-9/0-5 Great Fit OK fit Heavy Interest Low Interest
  28. 28. @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 Web store Call centre Mail order Input channels – Interactions • Web store • Mail order • Call centre • Event Step 4: Automate across all channels
  29. 29. @jwatton@jwatton Getting there from here
  30. 30. @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
  31. 31. @jwatton@jwatton 10 B2B processes to automate! • 1. Welcome/Onboarding • 2. Browse Abandonment • 3. Recommendation • 4. Product Review Request • 5. Replenishment/Re-order • 6. Password renewal/reminder • 7. Trials • 8. Cross Sell • 9. Purchase Anniversary/Renewal • 10. Re-engagement
  32. 32. @jwatton@jwatton Back to Bob
  33. 33. @jwatton@jwatton
  34. 34. @jwatton@jwatton Are you a winner?
  35. 35. @jwatton@jwatton Are you a winner?
  36. 36. @jwatton@jwatton Thank you @jwatton jwatton@silverpop.com @jwatton

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