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 means they'll love you to death.

1. @jwatton@jwatton
John Watton, Silverpop
Figaro Digital Marketing Conference, London
18th July, 2013.
Behavioural Marketing.
…orhowtogetyourcustomerstoloveyou
@jwatton

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

3. @jwatton@jwatton

4. @jwatton@jwatton

5. @jwatton@jwatton

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

10. @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

11. @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

12. @jwatton@jwatton
Problem:
The Segmented Audience approach is failing
3%Relevant Irrelevant
97%

13. @jwatton@jwatton
Extending traditional segmentation
1
By Profile
2
By Preference
3
By Now?

14. @jwatton@jwatton
Shrinking
segments

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

16. @jwatton@jwatton
The biggest win:
by behaviour
@jwatton

17. @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

18. @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

19. @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

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

21. @jwatton
Watch the video at http://vimeo.com/69406200

22. @jwatton@jwatton
Getting there
from here

23. @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

24. @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

25. @jwatton@jwatton
Back to Bob

26. @jwatton@jwatton

27. @jwatton@jwatton
Thank you
@jwatton
jwatton@silverpop.com
@jwatton