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.

1. @jwatton@jwatton
John Watton, Silverpop
eCommerce Expo
2nd October, 2013.
Behavioural Marketing
…orhowtogetyourcustomerstoloveyou
@jwatton

2. @jwatton@jwatton
Marketing practice
is ten years behind
marketing vision.

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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

9. @jwatton@jwatton
Today,
marketing is
un-Bobular
@jwatton

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11. @jwatton@jwatton
13,365

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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

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
With kids
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 Audience approach is failing
3%Relevant Irrelevant
97%

20. @jwatton@jwatton
#bacn

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Extending traditional segmentation
1
By Profile
2
By Preference
3
By Now?

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Shrinking
segments

23. @jwatton@jwatton
The goal:
segments of one
@jwatton

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The biggest win:
by behaviour
@jwatton

25. @jwatton@jwatton
Which behaviours to track?
• 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

26. @jwatton
SOCIAL
EMAIL
BRICKS &
MORTAR POS
B E 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
Output Channels –
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

28. @jwatton@jwatton
The role of email?
Source: “Email Is Crushing Twitter, Facebook for Selling Stuff Online”, Wired, 1st July 2013

29. @jwatton@jwatton
Freemans Grattan Holdings
• Heritage as a mail order company operating 8 brands
• Moving from catalogs to online
• Seeing the shift to mobile
– 74% of emails now being opened on mobile devices
• On the road to behavioral marketing
• Automating more and more of their email
– Lapsed customer programs
– Cart/browse abandonment
– Anniversary/birthdays
– Preference centre etc.
• Upping social engagement
• Benefits of behavioral approach
– Saved 60% of email marketing costs
– Increased open rates from 19% to over 50%

30. @jwatton
Watch the video at http://vimeo.com/silverpopEMEA

31. @jwatton@jwatton
Getting there
from here

32. @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

33. @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

34. @jwatton@jwatton
Back to Bob

35. @jwatton@jwatton

36. @jwatton@jwatton
Thank you
@jwatton
jwatton@silverpop.com
@jwatton