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

Contactken@comark.be

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