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Behavioural Marketing in a Multi Channel World

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Presented at the World Travel Market 2013
Speaker: Will Schnabel, MD EMEA

Behavioural Marketing & how to get your customers to love you

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.

Published in: Marketing, Business, Technology
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Behavioural Marketing in a Multi Channel World

  1. 1. Behavioral Marketing. How to Get Your Customers to Love You Silverpop World Travel Market, London 6th November, 2013. #WTM13
  2. 2. Silverpop is… the unified digital marketing platform that delivers superior return on relationship powered by the deepest insight into the way each customer behaves. #WTM13
  3. 3. 5,200+ Brands & 16,000+ Marketers Powered by Silverpop #WTM13
  4. 4. Remember when…
  5. 5. Digital Marketing Channel Explosion
  6. 6. As buyers, we all began to change The way we communicate The way we learn and buy #WTM13
  7. 7. Marketing didn’t really change we took on more and ran faster More Channels More Content More Campaigns More Messages Declining Results
  8. 8. #WTM13
  9. 9. Message Overload
  10. 10. So customers are beginning to tune out #WTM13
  11. 11. Buyers are looking for Personalized Experiences VS
  12. 12. Help!
  13. 13. Marketing practice is ten years behind marketing vision. #WTM13
  14. 14. Behavioral Marketing. Let me introduce you to Bob. #WTM13
  15. 15. #WTM13
  16. 16. #WTM13
  17. 17. #WTM13
  18. 18. This is “Bob”, the owner of “Primrose Deli” #WTM13
  19. 19. Three weird facts 1 2 Bob = Waitrose x 5 Bob 3 Avg spend per visit = + 30-200% > planned I love it Waitrose #WTM13
  20. 20. Marketing needs to get more like Bob PROFIT SIMILARITY TO BOB #WTM13
  21. 21. Today, marketing is un-Bobular #WTM13
  22. 22. We’re on the way BROADCAST TARGETING SEGMENTING PERSONALIZING #WTM13
  23. 23. The Segmented Audience Approach Female Homeowner Male 30-40 Female Homeowner College Educated With kids Female Homeowner College Educated With kids Female Homeowner College Educated With kids Male 30-40 Female Homeowner Male 30-40 Male 30-40 Female Homeowner College Educated With kids Male 30-40 Female Homeowner College Educated With kids Male 30-40 Male 30-40 College Educated With kids #WTM13
  24. 24. Problem: The Segmented Audience approach is failing 3% Relevant 97% Irrelevant #WTM13
  25. 25. Extending traditional segmentation 1 By Profile 2 By Preference 3 By Now? #WTM13
  26. 26. Shrinking segments #WTM13
  27. 27. The goal: segments of one #WTM13
  28. 28. The biggest win: by behavior #WTM13
  29. 29. Data that can be used for Segmentation Demographics • Age • Gender • Nearest • • • • • Airport/station Travel preferences Buy for self/as a gift Anniversary Birthday etc Email behavior Relational data • Opened email • Did not open • Booking/ Travel • Cart • Voucher • • • • • • • • email • Clicked on link in email • Bounced • No mailing activity • • history Survey results Loyalty points Destination searches Abandoned carts etc Web behavior • • • • abandoned Trips searched Form completed Information downloaded Video viewed Custom event Recommendations ‘Likes’ Off-line behavior • • • redemption Hotel purchase Event attendance Call centre activity Information request etc #WTM13
  30. 30. Noise #WTM13
  31. 31. Insight = Gold #WTM13
  32. 32. Getting on the road to behavioral marketing #WTM13
  33. 33. A really simple idea Capture action Apply rules Generate the best, interaction #WTM13
  34. 34. A really simple idea, refined Capture behavior Combine with existing knowledge Apply rules Generate Measure the best, most personalized series of interactions #WTM13
  35. 35. A really simple idea, refined and turbo-charged Capture behavior from any channel Combine Apply rules with existing knowledge from profiles, preferences and past actions across all channels Generate the best, most personalized series of interactions Measure and store learning to inform rules And most relevant track across all channels #WTM13
  36. 36. That’s what Bob does #WTM13
  37. 37. The 5 big questions 1 Which behaviors matter most? 2 How do we capture and learn from them? 3 4 5 How do we How to How do we turn this insight do it at scale? do it across into action? all channels? #WTM13
  38. 38. Which behaviors matter most? 1 #WTM13
  39. 39. Which behaviors to track? Demographics • • • • • • Age Gender Nearest airport Travel preferences Buy for self/as a gift etc Email behavior • Opened email • Did not open email • Clicked on link in email • Bounced • No mailing activity Relational data • • • • • • Booking history Survey results Loyalty points Trip searches Abandoned carts etc Web behavior • • • • • • • • Cart abandoned Product searched Form completed File downloaded Video viewed Custom event ‘Likes’ Recommendations Off-line behavior • • • • • • Voucher redemption Store purchase Event attendance Call centre activity Catalogue request etc #WTM13
  40. 40. How do you capture and learn? 2 #WTM13
  41. 41. LOCATION EMAIL BRICKS & MORTAR POS WEBSITE CRM SOCIAL BEHAVIORAL DATABASE #WTM13
  42. 42. Single Identity The marketing database must establish a single view of a customer across platforms and devices #WTM13
  43. 43. How to turn insight into action? 3 #WTM13
  44. 44. Rules Analysis Scoring Triggers #WTM13
  45. 45. How to do it at scale? 4 #WTM13
  46. 46. #WTM13
  47. 47. How do we do it across all channels? 5 #WTM13
  48. 48. Input channels – Interactions Output Channels – Communications Silverpop Input Channels Email Email Web site Social Web site SMS Location SMS Social External Input Channels Direct Mail Travel Site store Store EPOS Call Call centre Mail order #WTM13
  49. 49. Getting there from here #WTM13
  50. 50. The right platform Email High volume sends Rapid throughput Deliverability services Marketing Automation Web tracking Contact scoring Contact nurture programmes Automated behavioural routing Alerts #WTM13
  51. 51. Automate something! • • • • • • • • • • 1. Welcome/Onboarding 2. Browse Abandonment 3. Booking/Cart Abandonment 4. Recommendation 5. Travel Review Request 6. Happy Birthday 7. Replenishment/Re-order 8. Cross Sell 9. Travel/Purchase Anniversary 10. Re-engagement #dmu13 #WTM13
  52. 52. Back to Bob #WTM13
  53. 53. #WTM13
  54. 54. Start on the Road to Behavioral Marketing STA Travel: Moving towards a segment of one http://vimeo/69406200 Or email us at emeamarketing@silverpop.com #WTM13

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