Behavioural Marketing Keynote

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Behavioural Marketing Keynote

  1. 1. 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
  2. 2. Our view of the world has changed
  3. 3. Markets are scattered - communities now define us online
  4. 4. Segmentation models need to be re-thought
  5. 5. All customer present opportunities – of some form
  6. 6. How we view contribution and value needs to be reconsidered
  7. 7. Simply doing what has already been done won’t work any more.
  8. 8. SOME FUNDAMENTALS…
  9. 9. Source: Drayton Bird
  10. 10. Curiosity
  11. 11. DEMOGRAPHICS ARE BECOMING IRRELEVANT
  12. 12. CONTENT IN THE CONTEXT OF THE TARGET AUDIENCE
  13. 13. IT’S NOW ALL ABOUT REACHING THE CUSTOMERS WHO COUNT NOT COUNTING THE CUSTOMERS YOU REACH
  14. 14. OK, so how do we get to the people we need to?
  15. 15. Can’t we identify those who visit our sites, respond to campaigns, interact with us?
  16. 16. Then we can deliver specific messages to them as they present themselves – or we target them
  17. 17. Great product – but I am already a customer
  18. 18. My details – completed on a site accessed on a regular basis
  19. 19. Including details on the products I have
  20. 20. EFFECTIVE USE OF AD BUDGET? PERHAPS NOT.
  21. 21. Check the product details area….
  22. 22. 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…
  23. 23. Thanks email: phil@ideagarden.com.au twitter: phillipsmith Slideshare: http://www.slideshare.net/philatideagarden

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