When to talk to your customers in an omnichannel world

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Colin WithersBrand & Communications ManagerAriad Communicationscwithers@ariad.ca

416-646-3138

Want the full story? Download the white paper: 416 646 3138 cwithers@ariad.ca Ariad.ca

Traditionally, marketers sent communications

when they had something to say.

Today — in the age of the customer — we now

agree that we should talk to

customers when they have a need.Want the full story? Download the white paper 416 646 3138 cwithers@ariad.ca Ariad.ca

Today, consumers connect with brands in so many ways, so many places.

But when is that?

Mobile

Direct

Social

In Store

Outdoor

Digital

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There are two dominant approaches that

let marketers know when to talk to their

customers…

Traditional Insights

BehaviouralDataVS

BehaviouralData

VSBy deeply

understanding the customer, and the

customer’s journey, marketers can identify key moments to reach

out to customers.

Knowing a customer’s behaviour or

immediate context can signal a

clear need, which can be addressed by a timely marketing

message.

Get to knowthe customer

deeply

Speculate (in a logical

way)about their

BehaviouralData

Understandactions in context

Pick up on explicit

or implicit cues

about their needs

Customer has a need that

Marketing can address. Reach out to customer

Knowing who the customer is,

including motivations, pain

points, and journey

BehaviouralData

Knowing a customer’s

behaviour and / or the customer’s current context

But the end goal is the same

P R O S V S C O N S

o Many distinct inputs allow marketers to understand the customer’s true needs

o Can be used to make insight-based decisionsas long as the inputs remain constant

o Customer needs can change, requiring occasional updating of insights

o ROI can be unclear or difficult to quantify

o Laborious to obtain / organize inputs

o Inputs are based largely on data from digital channels, which are increasingly used by consumers

o Does not necessarily require in-depth customer knowledge, hence once initial setup is complete, insights can be obtained quickly and efficiently

Behavioural Data

o Substantial start-up costs that can include new specialized hires and software investments

o Potentially difficult to integrate into more traditional marketing departments

o Not everything is knowable through observing behavior in the moment (e.g., underlying motivations, concerns, thoughts).

E A C H A P P R O A C H H A S I T S O W N T O O L S A N D M E T H O D S

Traditional Insightso Buyer personaso Focus groupso Surveyso Customer Relationship

Managemento Customer Journey

Mapping

Behavioural Datao Clickstreamso Browsing behaviouro Contextual Cues

(e.g., location)o Next-Best-Actiono A/B testing

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What is right for you?

I S Y O U R C O M P A N Y P R I M A R I L Y …

B2B marketing typically has a complex

and lengthier sales process, with fewer customers

than B2C marketing. These features lend themselves well to

traditional insights tools.

B2C marketing typically produces a great deal of customer data, the cornerstone of

the behavioural data approach.

B2B—

B2C—

Hybrid ApproachBehavioural

DataTraditional

Insights

A complex sale may be harder to understand from a simple data point of view. There may be decision-makers, influencers and champions involved. Some of the key decision-making activities may be non-trackable such as a project team meeting in a B2B sale. Traditional tools such as buyer personas and buyer journey maps may offer the best way to tease out the complexity of the sales process.

A transactional sale typically provides many data points, and can rely on e-commerce. You will be able to track

people’s movement online to anticipate their needs. Tools such as following clickstreams, testing different digital

properties (e.g., through A/B testing) and using automated marketing procedures will allow you to

continuously optimize to the customer’s needs.

Complex Transactional

I S Y O U R S A L E P R O C E S S …

BehaviouralData

Traditional Insights Hybrid Approach

D O E S Y O U R P R O D U C T S E R V E …

Niche markets provide the opportunity to really get to know the customer. A tight, well-defined and unique segment will appreciate that you know and can anticipate their needs.

If almost everyone is interested in your product or service, it might be difficult to deeply know the customer.

Instead, looking for telltale signs that a consumer is searching for your product can be achieved through a

behavioural data approach.

A niche market—

A mass market—

DataTraditional

Insights

I S Y O U R S A L E S C Y C L E …

B2B marketing typically has a complex and lengthier sales process, with fewer customers than B2C marketing. These features lend themselves well to traditional insights tools.

Because your customers’ behaviour might change at the drop of a hat (or with the

introduction of some new technology), the behavioural data approach can help you to

track customer changes almost in real time. Website analytics will tell you what parts of your

website are addressing customer needs, and can help to identify where on the path to

purchase your customer might be.

Predictable and knowable—

Sometimes or frequently changing—

BehaviouralData

For one reason or another, your business does not generate rich amounts of data. That’s OK! Traditional insights tools help you to use the customer insights data that is available, as well as empowering you to go out and collect customer data to inform your marketing (e.g., through conducting focus groups).

As the name implies, the behavioural data approach will work for you because your

customers are leaving behavioural traces that you can track. Their behaviour is telling you what their in-the-moment need is, so make

sure you are listening.

Low levels of customer data—

A great deal of customer data—

D O E S Y O U R B U S I N E S S G E N E R A T E …

DataTraditional

Insights

D O YO U H AV E A H I G H D E G R E E O F A C C E S S T O YO U R C U S T O M E R D ATA A N D I N S I G H T S ?

Marketers can often generate traditional insights themselves, with their own budget. If access to customer data is limited, create it by putting together a survey, or focus group, for example.

Your organization is either small enough and connected, or has made great strides in making

all customer data accessible across the

organization.

Yes—

BehaviouralData

D O E S T H E M A J O R I T Y O F Y O U R S A L E H A P P E N …

Traditional insights can track your customers’ needs regardless of where the sale happens. Do buyers decide over lunches and handshakes? Traditional insights can help discover the buyer’s concerns at each step of the way (e.g., buyer journey maps).

The behavioural data approach is largely built through observing what your customers do in an online, connected,

and omnichannel world.

Offline—

Online—

DataTraditional

Insights

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When your brand is reaching customers through direct channels, you have the opportunity to gain valuable first-hand insights from the people who interact with your customers — your sales team. For example, an ethnography can provide insight into what needs your brand is (and is not) addressing.

Having a direct line to your customer will make

implementing the behavioural data approach

much more successful because you will be able

to more clearly observe and understand their

behaviour.

A human sales force—

A direct channel—

D O Y O U R E A C H Y O U R C U S T O M E R S T H R O U G H …

BehaviouralData

Hybrid ApproachTraditional Insights

I S YO U R C U S T O M E R V I S I B I L I T Y …

Traditional insights can uniquely reveal the unknown. When a customer journey is occurring within a prospect organization, for example, traditional insights are the most effective way to learn when to reach out to different key influencers.

You are very clear on who your customer is, which means that you know exactly whose

behaviour to watch for. As your digital capabilities grow, you will strive towards a one-

to-one relationship with each customer, identifying who they are more and more quickly.

Hidden—

Indentifiable—

DataTraditional

Insights

B E H AV I O U RA L D ATA E X A M P L E

Amazon recommendations can be based purely on behavioural data like browsing history.

B U T T RA D I T I O N A L I N S I G H T S A R E V I TA L F O R C E RTA I N L I N E S O F B U S I N E S S

Telus used personas based on traditional insights to plan their B2B content strategy.

E X P E D I A U S E S B O T H T RA D I T I O N A L I N S I G H T S …

Traditional insights (based on industry knowledge) reveal that travellers are especially open to future travel right after returning from vacation.

… A N D B E H AV I O U RA L D ATA

Based on last year’s trip planning, Expedia bets that the customer may be planning the same trip again.

Expedia goes beyond basic behavioural data

gathering to store consumer behaviour over long periods of time.

By using a hybrid approach,

Expedia maximizes customer data.

o Deeply understand customer by creating customer personas and buyer journey maps.

o Design specific assets for particular points on the customer journey.

o Use data when possible, to test whether traditional insights hold true.

o Build on data collection to the customer journey.

o Data-driven journeys mean marketers must coordinate with other departments (e.g., IT) within the organization.

o Testing is “real-time.” Marketers can learn whether messages are addressing customer needs through a continuous process.

o Planning moves away from traditional campaign cycles, and towards an in-the-moment view of the customer.

Traditional Insights Approach Behavioural Data Approach

o If your hybrid model is a transition from traditional insights to a behaviour based approach, build towards a hybrid model slowly, but surely. Start small before rolling out a true hybrid model across each campaign or project.

o If staying with a hybrid approach, clearly identify what parts of the customer journey rely on traditional vs. behaviour-based insights.

Hybrid Approach

M A X I M I Z E YO U R E F F E C T I V E N E S S , R E G A R D L E S S O F A P P R O A C H

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When to talk to your customers in an omnichannel world

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