behavioral & engagement marketing
TRANSCRIPT
Behavioral &EngagementMarketing
#KenBorremans
Profile+30,livingtogether,nokids,houseowner,sportaddict,traveller
InterestsMarketingautomation,marketingtechnology,customerjourneys,social,omnichannel,…
Working experiencePast:
Marketer/DBmarketer
Accountmanager@Smartfocus
Today:Marketingconsultant@Cronos/Comark
From classicto behavioralmarketing
“Engagementmarketingisabout creatingmeaningful interactions with people,based onwho they areand what they do,continuouslyovertime. “
Customeroriented
““Interactions arethe newmessages”
Themarketeristhe stewardofthecustomerjourney
“Combinationbetweentheart&scienceofmarketing”
Connecting with people
•Asindividuals•Based onwhat they do•Continuously overtime•Directed towards an outcome•Everywhere they are
Connecting with people
• Asindividuals•Based onwhat they do•Continuously overtime•Directed towards an outcome•Everywhere they are
Connecting with people
•Asindividuals•Based onwhat they do•Continuously overtime•Directed towards an outcome•Everywhere they are
“Demographics tell you what acustomermight beinterested in;behaviors tell you what heorshe isactually interested in.”
Possible actions
• Visited apage• Abandonned acart• Downloaded awhite paper/brochure• Sharedcontent• Contacted the callcenter• Entered acustomerjourney
• Opened your app
Connecting with people
•Asindividuals•Based onwhat they do• Continuously overtime•Directed towards an outcome•Everywhere they are
”Wenow havethe opportunityto listenand respond to every customer
atevery stageofhisbuying journey,keeping him engaged and helping to
drivepurchase decisions.“
Repeat customers spent 67% more
than new customers
Source:Behavioral marketingby DaveWalters
Connecting with people
•Asindividuals•Based onwhat they do•Continuously overtime•Directed towards an outcome•Everywhere they are
Connecting with people
•Asindividuals•Based onwhat they do•Continuously overtime•Directed towards an outcome•Everywhere they are
“Marketingisnolonger about being multi-channel;it’s about being omnichannel.”
Disney
Asindividuals
Based onwhat they do
Continuouslyovertime
Directedtowards an
outcome
Everywherethey are
Contextualization
Howto getthere?
Challenges
Howto getthere?
•Data•Content– Customerjourney mapping•Channels•Technology•Reporting&testing•People
Howto getthere?
•Data•Content– Customerjourney mapping•Channels•Technology•Reporting&testing•People
Find/mapyour data
Masterdatabasewith singlecustomerid
Data
• Mapyour data
• Masterdatabase
• Singlecustomerview/ID
• Add value by using demographic and behavioral data
• Startsimple
• Challengeyourself
Howto getthere?
•Data•Content– Customerjourney mapping•Channels•Technology•Reporting&testing•People
“Customers makebetween 50%and 70%oftheirbuying decision before everinteracting with abrand”
Source:Behavioral marketingby DaveWalters
Content
• Personalized• Relevant• Easyto read• Adapted to the channel• Partofyour customerjourney
• Easyto integrate• Easyto share
Puttingyourselfinthe customer’sshoes
Customerjourney
• Don’t think about the product,think about the customer
• Alotoftouchpoints• Omnichannel
• Startsimple
• Continueimproving
Howto getthere?
•Data•Content– Customerjourney mapping•Channels•Technology•Reporting&testing•People
Channels
• Makeyour channels talkwith each other
• Lookafter 1experience• Use dataacross channels• Personalize e-mailswith websitebehavior
• Lookfor look-a-likes from your emaildatabaseonsocial
• Pushmeapersonalized appnotification after Iclicked inan e-mail
• Give the customerthe choice
Howto getthere?
•Data•Content– Customerjourney mapping•Channels•Technology•Reporting&testing•People
Ablendofpowerand ease
Technology
• Tailored to helpmarketerssucceed ateach stageofthe customerlifecycle
• Understandcustomerbehaviors,affinity,and contextacross channels
inasingledatarepository
• Engage your customers inahighly personalized way
• Omnichannel
• Openplatform• Easyto integrate with other tools/solutions
• Deliver innovation atarapid speed
Howto getthere?
•Data•Content– Customerjourney mapping•Channels•Technology•Reporting&testing•People
Takethe timeto measureand improve
Howto getthere?
•Data•Content– Customerjourney mapping•Channels•Technology•Reporting&testing•People
Surround yourself with therightpeople &partners
Justgetstarted
Bestfriend brands
Geo-location marketing
360° onlineandofflineexperience
PersonalizedTvspots
Cognitive marketing