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Reload Media - 'Behavioural Marketing Across Digital'

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Presented as a part of Something Digital Open Studios, this presentation delves into how to map and market to your customer's online behaviour, instead of focusing on channels.

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Reload Media - 'Behavioural Marketing Across Digital'

  1. 1. Behavioural Marketing across Digital ft. Friday Beers
  2. 2. What We Do Digital Strategies Marketing Plans SEO PPC Social Media Marketing Conversion Rate Optimisation Email Marketing Digital Media Content PlanningUX and Usability Consulting Website Strategies and Scoping Market Research and Insights Customer Journey Mapping Brand and Positioning Strategy Business Plans
  3. 3. Who We Are Hayley Vale Business & Marketing Consultant hayley@reloadconsulting.com @hayley.vale1 Emily Forrest Senior Strategy Consultant emily.forrest@reloadmedia.com.au @emily_forrest87
  4. 4. 4 What We’re Covering 1 Understanding your Customer & Your 2 A Look into Journey Maps 3 Behavioural Marketing Road Map 4 Top Behavioural Marketing Tactics 5 Key Takeouts
  5. 5. 5 Part 1: Understanding your Who are they? What drives them? What are their values? Why would they use you? What delights them? How do they behave?
  6. 6. 6 Part 1: Understanding your What do you stand for? What is your USP? How healthy is your marketing strategy? What data do you collect? Where can you improve? “All this is before you start planning your behavioural marketing integrations.”
  7. 7. Trigger Research Evaluation of Alternatives The Sale After-Sale Satisfaction? 7 Part 2: A Look into Journey Maps Thoughts, Feelings, Barriers, Actions, Influences, Pain Points, Touch Points
  8. 8. Part 3: Your Behavioural Marketing Road Map Understanding your Customer Understanding your Business • Who are they? • What drives them? • What are their values? • Why would they use you? • What delights them? How do they behave? • What do you stand for? • What is your USP? • How healthy is your marketing strategy? • What data do you collect? Where can you improve? Trigger Research The Sale Evaluation of Alternatives After-Sale Satisfaction?
  9. 9. 9 Part 4: Behavioural Marketing Tactics 1 Email Marketing 2 Remarketing 3 Programmatic 4 Geo-Fencing 5 Social
  10. 10. Trigger Research The Sale Evaluation of Alternatives After-Sale Satisfaction? Part 4: Behavioural Marketing and the Map Email Marketing Tactics to Consider • Database Capture and Nurture • Content Sequencing • Abandon Cart • Making the Most Out Your Transactional Emails • Improving CLV
  11. 11. Trigger Research The Sale Evaluation of Alternatives After-Sale Satisfaction? Part 4: Behavioural Marketing and the Map Remarketing What to Consider • Learn customer’s online behaviour by setting up tracking on your website • ‘Be seen where your customer is looking’ • Choose the right messaging based on their behaviour and stage in the Customer Journey
  12. 12. Research The Sale Evaluation of Alternatives After-Sale Satisfaction? Part 4: Behavioural Marketing and the Map Programmatic Advertiser Publisher Trigger
  13. 13. Trigger Research The Sale Evaluation of Alternatives After-Sale Satisfaction? Part 4: Behavioural Marketing and the Map Geo-Fencing How it Works • Create an audience pool of people who visit an area with retail location nearby using GPS data • Target users using mobile display advertising to drive the target audience to visit a store
  14. 14. Trigger Research The Sale Evaluation of Alternatives After-Sale Satisfaction? Part 4: Behavioural Marketing and the Map Social Media Tactics to Consider • Prospecting • Lookalike Audiences • Influencer Marketing • Content Sequencing • Remarketing • Social Proofing • Customer Advocacy
  15. 15. 15 Our 5 key take outs 1 Start with Understanding your Customers and Business. Identify the core needs and desires your customers have, and understand your proposition. 2 Use the Customer Journey. Make sure you use the journey, to identify key areas you can easily apply and gain traction in the customer journey. 3 Understand the Data to Determine Where to Start. If you have business intelligence tool, or google analytics, understand where can work on improving the funnel. 4 Partner Up Where You Have a Skills Gap. Some of the these tactics can be complicated and even daunting, so partner with build your internal teams so you have someone to own it! 5 Change your Strategy as Behaviours Change. Reviewing, reporting and iterate your strategy as your customer changes their simple as ad copy changes, creative updates or even platform additions to your
  16. 16. Emily Forrest Senior Strategy Consultant emily.forrest@reloadmedia.com.au @emily_forrest87 Hayley Vale Business & Marketing Consultant hayley@reloadconsulting.com @hayley.vale1 Any Questions? Sahlia Painter Elias Savvakis Bridget Taylor Darcy O’Connor

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