Behavioral marketing : delivering personalized experiences by Dave Walters

By Dave Walters

Grow profit by means of leveraging behavioral advertising in the course of your subsequent campaign

Behavioral Marketing publications you in utilizing fairly new advertising strategies to develop profit and create strategy efficiencies. a very worthwhile textual content, this publication defines the main ideas of behavioral marketing—including purchaser trip mapping, channel-level making plans, info trap and hygiene, crusade production, supply top practices, and measurement/optimization—and indicates you ways to mend hugely inefficient strategies whereas enforcing your subsequent advertising and marketing initiative. in the pages of this source are the secrets and techniques to enhancing approaches and changing into extra 'revenue predictable'—things that gain companies in nearly any undefined. also, this e-book provide you with case experiences that attention the successes and demanding situations skilled via different advertising and marketing execs, and supply up key classes to aid you in sharing their triumphs and fending off their pitfalls.

Behavioral advertising, a time period first coined in 2008, has turn into more and more very important as electronic advertising and marketing strategies have changing into more and more well known. this actual part of selling specializes in responding to the activities, clicks, and behaviors of either present and potential customers—and enables you to use this information to evolve your advertising efforts to client personal tastes. the result of this dynamic advertising process are frequently a extra predictable profit movement and a extra effective advertising division, either one of which any company might welcome!

  • Understand the main rules of behavioral marketing
  • Create a extra 'revenue predictable' enterprise environment
  • Examine case stories throughout a number of industries
  • Discover how you can in attaining profit development and procedure efficiencies with the ideal behavioral advertising tactics

Behavioral Marketing is a different source that brings price and perception to all advertising and marketing pros utilizing electronic advertising and marketing strategies

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WEBC01 07/23/2015 1:17:32 Page 13 Behavioral Marketing 13 Relevance Trumps Privacy under 35—Every. Single. Time. One of the themes you’ll notice throughout the book is the concept of being data driven. This can be a source of concern for marketers, especially as you get into European Union countries with much more restrictive laws, or if you’re focusing on a marketer’s ability to build a purchase history like the debit cards we discussed earlier can provide. Although there certainly are legal guardrails you need to know and follow—think HIPAA for the healthcare industry (the federal Health Insurance Portability and Accountability Act) or COPPA (Children’s Online Privacy Protection Act) for marketing to children under age 13—you should think about your audience as either above or below 35.

For example, give yourself major credit for cart-abandon email campaigns, but subtract a point or two if you blast out a sale email every Thursday. There’s certainly a time and place for that sale email, but for the purposes of quantifying your effort, you need to have at least one great behaviordriven email to offset that blasting technique. So, in essence, you’ll end up with a scorecard for your email efforts. Although it might not be something as complex as you’d assemble for WEBC02 07/22/2015 20:3:35 Page 18 18 BEHAVIORAL MARKETING your customer-facing efforts, having a quantified measure of your “now” state is an important first step and allows you to measure improvement over time.

WEBC03 07/22/2015 20:7:22 Page 23 3 Gearing Up for Behavioral Marketing The Roles, People, and Systems Needed to Win N ow that you’ve got a solid idea of where you are, let’s look forward to the ideal pieces you need in place to complete the transformation. You’ll probably tire of hearing me say that this is a gradual process, but it’s a critical point. Very few marketers can make wholesale changes to their practices overnight. Most of us have to continue executing while driving improvement into our processes incrementally.

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Behavioral marketing : delivering personalized experiences by Dave Walters
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