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