eCommerce Expo 2013 : Behavioural Marketing or 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.

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eCommerce Expo 2013 : Behavioural Marketing or How to get your customers to love you

  1. 1. @jwatton@jwatton John Watton, Silverpop eCommerce Expo 2nd 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 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
  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 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
  26. 26. @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
  27. 27. @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
  28. 28. @jwatton@jwatton The role of email? Source: “Email Is Crushing Twitter, Facebook for Selling Stuff Online”, Wired, 1st July 2013
  29. 29. @jwatton@jwatton Freemans Grattan Holdings • Heritage as a mail order company operating 8 brands • Moving from catalogs to online • Seeing the shift to mobile – 74% of emails now being opened on mobile devices • On the road to behavioral marketing • Automating more and more of their email – Lapsed customer programs – Cart/browse abandonment – Anniversary/birthdays – Preference centre etc. • Upping social engagement • Benefits of behavioral approach – Saved 60% of email marketing costs – Increased open rates from 19% to over 50%
  30. 30. @jwatton Watch the video at http://vimeo.com/silverpopEMEA
  31. 31. @jwatton@jwatton Getting there from here
  32. 32. @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
  33. 33. @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
  34. 34. @jwatton@jwatton Back to Bob
  35. 35. @jwatton@jwatton
  36. 36. @jwatton@jwatton Thank you @jwatton jwatton@silverpop.com @jwatton

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