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Behavioural Marketing in a Multi Channel World
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#WTM13 #WTM13 Silverpop World Travel Market, London 6 th November, 2013. Behavioral Marketing. How to Get Your Customers to Love You
description
Presented at the World Travel Market 2013 Speaker: Will Schnabel, MD EMEA 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.
Transcript of Behavioural Marketing in a Multi Channel World
#WTM13#WTM13
SilverpopWorld Travel Market, London
6th November, 2013.
Behavioral Marketing.
How to Get Your Customers to
Love You
#WTM13
Silverpop is…the unified digital marketing platformthat delivers superior return on relationshippowered by the deepest insightinto the way each customer behaves.
#WTM13
5,200+ Brands & 16,000+ Marketers Powered by Silverpop
Web Sites
Search
Creative
Collaborative
Remember when…
Digital Marketing Channel Explosion
#1.The way we communicate
#2.The way we learn and buy
As buyers, we all began to change
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Marketing didn’t really change
we took on more and ran faster
More Channels
More ContentMore Campaigns
More Messages
Declining Results
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Message Overload
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So customers are beginning to tune out
Buyers are looking for Personalized Experiences
VS
Help!
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Marketing practice
is ten years behind
marketing vision.
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Behavioral Marketing.
Let me introduce you to
Bob.#WTM13
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This is “Bob”,the owner of“Primrose Deli”
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Three weird facts
I love it
1
Bob = Waitrose x 5
Avg spend per visit = + 30-200%> planned
2
WaitroseBob
3
John
To your point, lets stress "and that's because he's a nice guy"
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Marketing needs toget more like Bob
S I M I L A R I T Y T O B O B
P R O F I T
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Today, marketing is un-Bobular
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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 Z I N G
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The Segmented Audience Approach
Male30-40
Male30-40
Male30-40
Male30-40
Male30-40
Male30-40
Male30-40
FemaleHomeowner
FemaleHomeowner
FemaleHomeowner
FemaleHomeowner
FemaleHomeowner
FemaleHomeowner
FemaleHomeowner
College EducatedWith kids
College EducatedWith kids
College EducatedWith kids
College EducatedWith kids
College EducatedWith kids
College EducatedWith kids
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Problem: The Segmented Audience approach is failing
3%
Relevant Irrelevant
97%
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Extending traditional segmentation
1
By Profile
2
By Preference
3
By Now?
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Shrinkingsegments
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The goal: segments of
one
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The biggest win: by behavior
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• Age• Gender• Nearest
Airport/station• Travel
preferences• Buy for self/as
a gift• Anniversary• Birthday• etc
Demographics
• Opened email• Did not open
email• Clicked on link
in email• Bounced• No mailing
activity
Email behavior
• Booking/ Travel history
• Survey results• Loyalty points• Destination
searches• Abandoned carts• etc
Relational data
• Cart abandoned• Trips searched• Form completed• Information
downloaded• Video viewed• Custom event• Recommend-
ations• ‘Likes’
Web behavior
• Voucher redemption
• Hotel purchase• Event
attendance• Call centre
activity• Information
request• etc
Off-line behavior
Data that can be used for Segmentation
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Noise
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Insight = Gold
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Getting on the road to behavioral marketing
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A really simple idea
Capture action
Apply rules Generate the best, interaction
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A really simple idea, refinedCapture behavior
Apply rules Generate the best, most personalized series of interactions
MeasureCombine with existing knowledge
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A really simple idea, refined and turbo-chargedCapture behaviorfrom any channel
Apply rules Generate the best, most personalized series of interactions
And most relevant trackacross all channels
Measureand store learning to inform rules
Combine with existing knowledgefrom profiles, preferences and past actions across all channels
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That’s what Bob does
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The 5 big questions
1Which behaviors matter most?
How do we turn this insight into action?
How todo it at scale?
How do we do it across all channels?
How do we capture and learn from them?
2 3 4 5
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Whichbehaviors
matter most?
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• Booking history• Survey results• Loyalty points• Trip searches• Abandoned carts• etc
• Age• Gender• Nearest airport• Travel preferences• Buy for self/as a gift• etc
• Cart abandoned• Product searched• Form completed• File downloaded• Video viewed• Custom event• ‘Likes’• Recommendations
• Opened email• Did not open email• Clicked on link
in email• Bounced• No mailing activity
• Voucher redemption• Store purchase• Event attendance• Call centre activity• Catalogue request• etc
Demographics Email behavior Relational data Web behaviorOff-line behavior
Which behaviors to track?
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How doyou capture and learn?
2
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SOCIAL
BRICKS & MORTAR POS
B E H A V I O R A L D A TA B A S E
WEBSITE
LOCATION
CRM
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The marketing database must establish a single view of a customer across platforms and devices
Single Identity
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How to turninsight into
action?
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TriggersRules Analysis Scoring
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How todo it at scale?
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How do we do it across
all channels?
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Web site
Call
Direct Mail
SMS
Social
Output Channels –Communications
Silverpop Input Channels
External Input Channels
Web site
Location
Social
SMS
Store EPOS
Travel Site store
Call centre
Mail order
Input channels –Interactions
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Getting there from here
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The right platform
EmailHigh volume sendsRapid throughputDeliverability services
Marketing AutomationWeb trackingContact scoringContact nurture programmesAutomated behavioural routingAlerts
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Automate something!
• 1. Welcome/Onboarding• 2. Browse Abandonment• 3. Booking/Cart Abandonment• 4. Recommendation• 5. Travel Review Request• 6. Happy Birthday• 7. Replenishment/Re-order• 8. Cross Sell• 9. Travel/Purchase Anniversary• 10. Re-engagement
#dmu13
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Back to Bob
#WTM13#WTM13
#WTM13#WTM13
Start on the Road to
Behavioral Marketing
STA Travel: Moving towards a
segment of one
http://vimeo/69406200
Or email us at
