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.
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Behavioural Marketing & how to get your customers to love you
- 1. @jwatton@jwatton John Watton, Silverpop FUNNEL 8th October, 2013. Behavioural Marketing …orhowtogetyourcustomerstoloveyou @jwatton
- 2. @jwatton@jwatton Marketing practice is ten years behind marketing vision.
- 6. @jwatton@jwatton This is “Bob”, the manager at “Chiswick Wines”
- 7. @jwatton@jwatton Three weird facts I love it 1 Bob = Waitrose x 5 Avg spend per visit = + 30-200% > planned 2 3
- 8. @jwatton Marketing needs to get more like Bob S I M I L A R I T Y T O B O B P R O F I T
- 10. @jwatton
- 12. @jwatton
- 13. @jwatton
- 14. @jwatton@jwatton
- 15. @jwatton@jwatton
- 16. @jwatton@jwatton
- 17. @jwatton We’re on the way 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
- 19. @jwatton@jwatton Problem: The Segmented Audience approach is failing 3%Relevant Irrelevant 97%
- 21. @jwatton@jwatton Extending traditional segmentation 1 By Profile 2 By Preference 3 By Now?
- 23. @jwatton@jwatton The goal: segments of one @jwatton
- 24. @jwatton@jwatton The biggest win: by behaviour @jwatton
- 25. @jwatton@jwatton Step 1: Decide which behaviors to track • Company • Title • Sector • Customer/Prospect • Product preferences • etc Demographics • Opened email • Did not open email • Clicked on link in email • Bounced • No mailing activity • etc Email behavior • Likes • Comments • Shares • Facebook forms • etc Social behavior • Pages viewed • Links clicked • Cart abandoned • Products searched • Forms completed • Files downloaded • Videos viewed • etc Web behavior • Salesteam interaction • Event attendance • Check-ins/QR codes • Call centre activity • Catalogue request • etc Off-line behavior
- 26. @jwatton SOCIAL EMAIL B E H A V I O U R A L D A T A B A S E WEBSITE LOCATION CRM Step 2: Capture them in one place
- 27. @jwatton@jwatton Step 3: Lead score on behaviours Behaviour Profile 1 2 3 4 A 32+/15+ 32+/10-14 32+/6-9 32+/0-5 B 20-31/15+ 20-31/10-14 20-31/6-9 20-31/0-5 C 10-19/15+ 10-19/10-14 10-19/6-9 10-19/0-5 D 0-9/15+ 0-9/10-14 0-9/6-9 0-9/0-5 Great Fit OK fit Heavy Interest Low Interest
- 28. @jwatton Web site Call Direct Mail Email SMS Social Action Channels Output Channels – Communications Silverpop Input Channels External Input Channels Web site Location Email Social SMS Web store Call centre Mail order Input channels – Interactions • Web store • Mail order • Call centre • Event Step 4: Automate across all channels
- 30. @jwatton The right platform Email High volume sends Rapid throughput Deliverability services Marketing Automation Web tracking Contact scoring Contact nurture programmes Automated behavioural routing Alerts
- 31. @jwatton@jwatton 10 B2B processes to automate! • 1. Welcome/Onboarding • 2. Browse Abandonment • 3. Recommendation • 4. Product Review Request • 5. Replenishment/Re-order • 6. Password renewal/reminder • 7. Trials • 8. Cross Sell • 9. Purchase Anniversary/Renewal • 10. Re-engagement
- 33. @jwatton@jwatton
- 34. @jwatton@jwatton Are you a winner?
- 35. @jwatton@jwatton Are you a winner?