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Transcript
FINDING OUT WHAT TRIGGERS YOUR CUSTOMER I don’t really like real time triggered marketing. TO BE HONEST … BECAUSE WE’RE RUINING THE BEAUTIFUL ART OF MARKETING WITH IT IT ONLY GAVE US MORE EXCUSES TO SEND OUT MORE CONTENT TO OUR CUSTOMERS 2,520,523 emails per second. • 67% is considered spam. • 44% of your customers are complaining they get too many emails • 37 % are still complaining about relevancy LiveClicker and The Relevancy Group “Exploring the Benefits Real-Time Email – Driving Marketing Effectiveness” (2015) IN THE END THE CUSTOMER FEELS TRACKED/TRICKED THE REAL SOLUTION I BELIEVE IN, IS RIGHT TIME ADVERTISING LOOK BEYOND THE OBVIOUS CLICKS & DIVE DEEP IN THE CUSTOMER JOURNEY AND USE PREDICTIVE MODELS TO ANTICIPATE THE RIGHT TIME FOR MARKETING. THE PRINCIPLE OF RIGHT TIME ADVERTISING No bigger opportunity for brands to reach out to a customer than when he is going through change. Someone who is moving out will review his TV provider, energy provider, banks, supermarket, etc. He might even try out a new toothpaste brands REAL TIME VS RIGHT TIME • • TRIGGERED MARKETING REAL TIME MARKETING Software driven Available first party triggers • Socio demo & Lifestyle data driven • Available third party data • • • Moving behavior • Age of car • Family changes • • • • Clicks • Shopping basket • • Execute as soon as the trigger occurs Easy to start • Data available on request RIGHT TIME MARKETING Insight driven Combination of First & Third Party data Predictions Analytical model Insights for long term success AN EXAMPLE IN AUTOMOTIVE TRIGGERED MARKETING REAL TIME MARKETING Person X. Clicks on a banner. We send him a brochure. We ask his contact info before download. John. Gets a joyride from the car manufacturer for his 35th birthday. RIGHT TIME MARKETING John and Mia are welcoming a third baby in the family. So Bisnode’s analytical model proposes a better promotion with high change of converting. FIND THE RIGHT CONTEXT PROSPECT Know Get CUSTOMER Grow Keep KNOW/ WHO IS MY CUSTOMER? Know GET/ THE BEST PROSPECTS Target All families with a baby. Get Aspirational Triggers Look-alikes GET/ THE BEST PROSPECTS Female NL 21 – 28y Get Aspirational GET/ THE BEST PROSPECTS Me, who bought an article as a gift for a baby and who now gets send e-mails every time about baby clothing… Get Triggers GET/ TYPE OF TRIGGERS FIRST PARTY Customer/Prospect initiated Get • • • • Transactions, orders, deliveries, back-orders Services after sales, contacts Web visits Survey results Reactionary • Grow Keep • • A response to a campaign (click on link in newsletter) A download (download of a whitepaper) Maturity date or Expiry date product/offer THIRD PARTY • • + Lifestyle data/changes/predictions • • • • • Socio demo data Declared Intentions Moving Behavior Car Age Changes in Family Situation ( Empty Nester, Newborn child, …) + Context • • + Analytic Scoring look-alikes RFM Weather Location GET/ THE BEST PROSPECTS Look-alikes Target audience created using Bisnode Profile Criteria and Transactional data at the client side Individuals looking like those who purchased a product in the past. Get Based on a predictive model to score your prospects. Prospects within the target audience who are most likely to respond positivly to my marketing. GET/ THE BEST PROSPECTS Get GROW/ YOUR CUSTOMERS All customers Grow Keep Target WHICH CHANNEL Trigger Automation Media Planning Omnichannel Link a campaign to the online available triggers Communication to the masses based upon weak profiledata (CIM) One to one communication on the preferred channel Television, Radio, Internet By combining Triggers, Third party data and multichannel contact information Mail, Video, Social, Display Trigger from online tracking CIM Profiledata Single Analytical View WHICH CHANNEL Omnichannel One to one communication on the preferred channel L. LAUWERS By combining Triggers, Third party data and multichannel contact information Single Analytical View DON’T FORGET TO OPTIMIZE YOUR CAMPAIGNS BY INTEGRATING CLOSED LOOP REPORTING The ones that click aren’t always the ones that buy! YOU CAN DO IT. CRITICAL FOR YOUR SUCCESS • Don’t stick to ‘just’ your CRM (first party data). Find out what kind of second & third party data can scale your marketing efforts. • Get a Single Analytical Customer view. THANK YOU!
