Uploaded byJohn Watton
Using behavioural marketing to up the ante in the age of the multi-channel customer
The document discusses the need for marketing to shift from traditional segmented approaches to more personalized, behavior-based strategies. It highlights the failure of current segmentation methods, with only a small percentage of marketing professionals considering themselves mature in behavioral and multichannel marketing. The presentation emphasizes capturing detailed customer behaviors across various platforms to enhance marketing effectiveness and improve customer engagement.
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Using behavioural marketing to up the ante in the age of the multi-channel customer
- 1. @jwatton@jwatton John Watton, Silverpop JUMP 9thOctober, 2013. Behavioural Marketing …uppingtheanteintheageofthecustomer @jwatton
- 2. @jwatton@jwatton Marketing practice is tenyears behind marketing vision.
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- 6. @jwatton@jwatton This is “Bob”, themanager at “Chiswick Wines”
- 7. @jwatton@jwatton Three weird facts Ilove it 1 Bob = Waitrose x 5 Avg spend per visit = + 30-200% > planned 2 3
- 8. @jwatton Marketing needs to getmore like Bob S I M I L A R I T Y T O B O B P R O F I T
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- 17. @jwatton We’re on theway B R O A D C A S T T A R G E T I N G S E G M E N T I N G P E R S O N A L I S I N G
- 18. @jwatton@jwatton The Segmented Audience Approach Male 30-40 Male 30-40 Male 30-40 Male 30-40 Male 30-40 Male 30-40 Male 30-40 Female Homeowner Female Homeowner Female Homeowner Female Homeowner Female Homeowner Female Homeowner Female Homeowner College Educated Withkids College Educated With kids College Educated With kids College Educated With kids College Educated With kids College Educated With kids @jwatton
- 19. @jwatton@jwatton Problem: The Segmented Audienceapproach is failing 3%Relevant Irrelevant 97%
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- 21. @jwatton@jwatton Extending traditional segmentation 1 ByProfile 2 By Preference 3 By Now?
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- 23. @jwatton@jwatton The goal: segments ofone @jwatton
- 24. @jwatton@jwatton The biggest win: bybehaviour @jwatton
- 25. @jwatton Really? You don’tknow who I am? I’ve been to your site nine times. I’ve opened the last six of your emails. I’ve clicked through to look at 14 products and bought three. I’ve got your mobile app and I’ve friended you on Facebook. Do you really want to treat me just like everybody else?
- 26. @jwatton SOCIAL EMAIL BRICKS & MORTAR POS BE H A V I O U R A L D A T A B A S E WEBSITE LOCATION CRM
- 27. @jwatton Web site Call Direct Mail Email SMS Social Action Channels OutputChannels – Communications Silverpop Input Channels External Input Channels Web site Location Email Social SMS Store EPOS Web store Call centre Mail order Input channels – Interactions • Web store • Mail order • Call centre • Event
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- 29. @jwatton Survey demographics: sizeand audience 25 to 99 employees 4% 100 to 499 employees 13% 500 to 999 employees 33% 1000 to 4999 employees 36% 5000 to 19,999 employees 14% “How many employees work for your company worldwide?” 2% 3% 3% 13% 17% 19% 19% 25% High tech Media, Entertainment… Finance & insurance Pharma High Tech Services Other Manufacturing Retail/Wholesale Other Services “Which of the following best describes the industry to which your company belongs?” Base: 151 Marketing professionals focusing marketing efforts on the UK
- 30. @jwatton 1% 1% 3% 7% 56% 32% Don’t know We haveneither plans for nor interest in behavioural marketing We are interested in behavioural marketing, but have no immediate plans to adopt it We plan to begin our transition to behavioural marketing by the end of 2013 We are transitioning to behavioural marketing We have been practicing behavioural marketing for long enough to call ourselves “mature” “Which of the following best describes your marketing organisation’s stance toward behavioural marketing?” Base: A commissioned study conducted by Forrester Consulting on behalf of Silverpop Of note: Only 17 % of US respondents called themselves ‘mature’; 34% said they were transitioning
- 31. @jwatton 1% 3% 8% 52% 36% We have neitherplans for nor interest in multichannel marketing We are interested in multichannel marketing, but have no immediate plans to adopt it We plan to begin our transition to multichannel marketing by the end of 2013 We are transitioning to multichannel marketing We have been practicing multichannel marketing for long enough to call ourselves “mature” “Which of the following best describes your marketing organisation's stance towards multichannel marketing?” Base: A commissioned study conducted by Forrester Consulting on behalf of Silverpop Of note: Only 25 % of US respondents called themselves ‘mature’; 39% said they were transitioning
- 32. @jwatton Email/web/social top onlinechannels for campaigns 36% 37% 56% 60% 63% 75% 89% 92% Mobile push notifications Mobile in-app messages Digital display ads (including retargeting) Digital signage Mobile messaging Social Website Email “What types of online channels do you use for automated marketing campaigns?” (Select all that apply) Base: A commissioned study conducted by Forrester Consulting on behalf of Silverpop
- 33. @jwatton 4% 3% 5% 4% 4% 2% 5% 3% 35% 36% 38% 34% 35% 40% 40% 40% 44% 44% 40% 47% 47% 44% 42% 48% 15% 15% 15% 14% 13% 13% 12% 9% 3% 1% 1% 1% 1% 1% 1% 1% Revenue that canbe attributed to marketing activities Returns on marketing investment (ROMI) Reduction in agency expenditures Customer satisfaction/loyalty measures Campaign performance Impressions Reduction in average sales cycle time Reduction in per customer acquisition costs No improvement/not focusing on improvement here 1-10% improvement 11-20% improvement 21%+ improvement Don’t know Base: A commissioned study conducted by Forrester Consulting on behalf of Silverpop “What improvements do you think your organisation could generate if you were to bring your multichannel tactics under a single integrated marketing organisation?” Respondents see great benefits from integrated marketing
- 34. @jwatton Predictedimprovementsbasedonmulti-channelbehavioural marketing 3% 5% 5% 3% 1% 4% 7% 5% 39% 34% 36% 39% 37% 39% 34% 32% 40% 46% 46% 45% 49% 45% 48% 52% 17% 13% 13% 13% 12% 11% 10% 9% 1% 2% 1% 1% 1% 1% 1% 1% Customer satisfaction/loyalty measures Capturea new type of customer (e.g. Millenials) Reduction in average sales cycle time Returns on marketing investment (ROMI) Revenue that can be attributed to marketing activities Reduction in marketing campaign expenditures Campaign payback Reduction in per customer acquisition costs No improvement/not focusing on improvement here 1-10% improvement 11-20% improvement 21%+ improvement Don't know Base: A commissioned study conducted by Forrester Consulting on behalf of Silverpop “What improvements do you think your organisation could generate if you were able to take specific actions to prospective customers based upon their behaviour with your company across multiple channels”
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- 36. @jwatton@jwatton Which behaviours totrack? • Age • Gender • Nearest store • Product preferences • Buy for self/as a gift • etc Demographics • Opened email • Did not open email • Clicked on link in email • Bounced • No mailing activity Email behaviour • Purchase history • Survey results • Loyalty points • Product searches • Abandoned carts • etc Relational data • Cart abandoned • Product searched • Form completed • File downloaded • Video viewed • Custom event Web behaviour • Voucher redemption • Store purchase • Event attendance • Call centre activity • Catalogue request • etc Off-line behaviour
- 37. @jwatton The right platform Email Highvolume sends Rapid throughput Deliverability services Marketing Automation Web tracking Contact scoring Contact nurture programmes Automated behavioural routing Alerts
- 38. @jwatton@jwatton Automate something! • 1.Welcome/Onboarding • 2. Browse Abandonment • 3. Cart Abandonment • 4. Recommendation • 5. Product Review Request • 6. Happy Birthday • 7. Replenishment/Re-order • 8. Cross Sell • 9. Purchase Anniversary • 10. Re-engagement @jwatton
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