Using behavioural marketing to up the ante in the age of the multi-channel customer
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Today’s buyers control the buying process, accessing the information they need across ever-increasing channels. Using UK research conducted by Forrester Consulting on behalf of Silverpop, find out how behavioural marketing practices can help you connect with these buyers and realise higher return on marketing investment. You’ll learn how to create a culture of customer obsession; establish a common language across channels and touch points; stop thinking about campaigns and start thinking about engagement; and build the technical infrastructure to support dynamic communications.
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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 9th October, 2013. Behavioural Marketing …uppingtheanteintheageofthecustomer @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
- 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%
- 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 Really? You don’t know 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 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
- 29. @jwatton Survey demographics: size and 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 have neither 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 neither plans 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 online channels 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 can be 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 Capture a 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”
- 36. @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
- 37. @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
- 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
- 40. @jwatton@jwatton