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