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Behavioural Marketing Keynote Behavioural Marketing Keynote Presentation Transcript

  • Using customer behaviours to deliver results How digital can redefine targeting Phil Smith Managing Partner | Ideagarden Australia’s Only Dedicated Email Marketing Summit November 6th-7th Royal Pines Resort Gold Coast Australia
  • Our view of the world has changed
  • Markets are scattered - communities now define us online
  • Segmentation models need to be re-thought
  • All customer present opportunities – of some form
  • How we view contribution and value needs to be reconsidered
  • Simply doing what has already been done won’t work any more.
  • SOME FUNDAMENTALS…
  • Source: Drayton Bird
  • Curiosity
  • DEMOGRAPHICS ARE BECOMING IRRELEVANT
  • CONTENT IN THE CONTEXT OF THE TARGET AUDIENCE
  • IT’S NOW ALL ABOUT REACHING THE CUSTOMERS WHO COUNT NOT COUNTING THE CUSTOMERS YOU REACH
  • OK, so how do we get to the people we need to?
  • Can’t we identify those who visit our sites, respond to campaigns, interact with us?
  • Then we can deliver specific messages to them as they present themselves – or we target them
  • Great product – but I am already a customer
  • My details – completed on a site accessed on a regular basis
  • Including details on the products I have
  • EFFECTIVE USE OF AD BUDGET? PERHAPS NOT.
  • Check the product details area….
  • HOW WOULD A BEHAVIOURAL STRATEGY IMPACT THIS? •  Tag customers – use data to inform the strategy •  Work with your media, creative and ad-serving partners to identify those accessing the site’s relationship to the brand •  Optimise the experience by delivering relevant messages •  Watch costs per acquisition decrease and campaign effectiveness increase…
  • Thanks email: phil@ideagarden.com.au twitter: phillipsmith Slideshare: http://www.slideshare.net/philatideagarden