Behavioral Marketing E-Book

Dave Walters

• Herausgeber: John Wiley & Sons
• Kategorie: Fachliteratur
• Sprache: Englisch

Seitenzahl: 321

Veröffentlichungsjahr: 2015

Beschreibung

Grow revenue by leveraging behavioral marketing during your next campaign Behavioral Marketing guides you in using relatively new marketing tactics to grow revenue and create process efficiencies. An incredibly valuable text, this book defines the key principles of behavioral marketing--including customer journey mapping, channel-level planning, data capture and hygiene, campaign creation, delivery best practices, and measurement/optimization--and shows you how to fix highly inefficient processes while implementing your next marketing initiative. Within the pages of this resource are the secrets to improving processes and becoming more 'revenue predictable'--things that benefit businesses in virtually any industry. Additionally, this book provides you with case studies that spotlight the successes and challenges experienced by other marketing pros, and offer up key lessons to assist you in sharing their triumphs and avoiding their pitfalls. Behavioral marketing, a term first coined in 2008, has become increasingly important as digital marketing tactics have becoming increasingly popular. This particular facet of marketing focuses on responding to the actions, clicks, and behaviors of both current and prospective customers--and allows you to use this data to adapt your marketing efforts to customer preferences. The results of this dynamic marketing approach are often a more predictable revenue stream and a more efficient marketing department, both of which any business would welcome! * Understand the key principles of behavioral marketing * Create a more 'revenue predictable' business environment * Examine case studies across multiple industries * Discover how to achieve revenue growth and process efficiencies with the right behavioral marketing tactics Behavioral Marketing is a unique resource that brings value and insight to all marketing professionals using digital marketing tactics.

Leseprobe

CONTENTS

Cover

Title Page

Copyright

Foreword

Acknowledgments

The Behavioral Marketing Manifesto

Part One: Getting Started with Behavioral Marketing

Chapter 1: Behavioral Marketing: More Sophisticated Audiences, Smarter Tactics, and Deeper Personalization for All

Dave Who?

Why Behavioral Marketing?

Definitions We Should Cover Upfront

Behavioral Marketing Campaigns You've Seen in Everyday Life

Relevance Trumps Privacy under 35—Every. Single. Time.

Conclusion

Chapter 2: Where Are You on the Behavioral Marketing Spectrum?:

Defining Your Now

Tackling Channels One at a Time

Building Your Behavioral Marketing Quotient

What About Your Organization?

Technology Is Absolutely Your Friend

Conclusion

Chapter 3: Gearing Up for Behavioral Marketing: The Roles, People, and Systems Needed to Win

Roles, Job Titles, and Getting Things Done

The Art and the Science of Marketing

Hiring for Potential

And Finally, Your Technology Stack

Part Two: Putting Behavioral Marketing Into Action

Chapter 4: Pacing Yourself: Behavioral Marketing at the Speed of Business

Taking on Behavioral Marketing at Any Role

At the Speed of Business

Chapter 5: Bringing Behavioral Marketing to Life in the Real World

The “Next Six” Methodology

Reasons We Fail

Chapter 6: Upping Your Content Game: Educating Customers Throughout the Entire Cycle

Prospect Nurturing

Retention/Loyalty

Postpurchase Content

So Whose Job Is It?

Conclusion

Chapter 7: Customer Journey Mapping: Putting Yourself in the Customer's Shoes

The Current State of Customer Journey Mapping

Starting with the Big Three

Four Steps to Greatness

Chapter 8: Channel-Level Planning: Delivering Insane Relevance Every Time

Email

Direct Mail

Sales

Call Center

Social Networks

Mobile Applications

Chapter 9: Data Capture and Hygiene: You’re Only as Good as Your Database

Science versus Art

Why You? Why Now?

Data at the Speed of Business

Hygiene or Capture First?

Five Key Tactics

Conclusion

Chapter 10: Campaign Creation: Segments, Logic, and Automation Are Your Friends, and Great Creative Matters More Than Ever

Segments Matter

Logic, Queries, and Data, Oh My

Automating for Epic Scale

Great Creative Matters More Than Ever

Chapter 11: Behaviors and Mobile: Yes, It's Radically Different Than Every Other Channel

The History of Serious Mobile

Email versus SMS versus Apps

The Fragmentation of Communication Itself

Conclusion

Chapter 12: Measurement and Optimization: Creating a Framework and Moving Your Own Goalposts

Mixing the Right Channels

Five Deeper Views

Being Your Own Harshest Critic

Scoring: The Holy Grail of Objective Measurement

Conclusion

Part Three: Success Beyond the Behavioral Marketing Basics

Chapter 13: It's All About the Team: Staffing the Right Players to Succeed

The Marketer Persona

Two Key Traits: Potential and Grit

Making Great Marketing Managers

Chapter 14: Managing Upwards: Socialize If You Must, Prove Results Every Time

Seeing the Tree among the Forest

Where to Begin When You're Alone

Plan Less, Experiment More, and Document Everything

Knowing You've Won or Lost

Conclusion

Chapter 15: Best Friend Brands: Becoming Indispensable to Your Customer

My Best Friend Brands

Conclusion

Chapter 16: Riding the Wave: Career Success Powered by Behavioral Marketing

A Dude Named Rand

Your Personal Brand

It's All About the Benjamins

And Finally, Getting Yourself Promoted

Chapter 17: Closing Thoughts and the Power of Actions

Index

End User License Agreement

List of Illustrations

Figure 1.1

Figure 1.2

Figure 6.1

Figure 6.2

Figure 8.1

Figure 8.2

Figure 8.3

Figure 8.4

Figure 10.1

Figure 10.2

Figure 10.3

Figure 10.4

Figure 10.5

Figure 10.6

Figure 10.7

Figure 10.8

Figure 15.1

Figure 15.2

Figure 15.3

Figure 15.4

Figure 15.5

Figure 15.6

Figure 15.7

Figure 15.8

Figure 15.9

Figure 15.10

Figure 15.11

Figure 15.12

Guide

Cover

Table of Contents

Begin Reading

Part 1

Chapter 1

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Behavioral Marketing

Delivering Personalized Experiences at Scale

Dave Walters

Cover image: © CSA Plastock / Corbis

Cover design: John Yardley

Copyright © 2015 by JumboMouse Labs, LLC. All rights reserved.

Published by John Wiley & Sons, Inc., Hoboken, New Jersey.

Published simultaneously in Canada.

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Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose. No warranty may be created or extended by sales representatives or written sales materials. The advice and strategies contained herein may not be suitable for your situation. You should consult with a professional where appropriate. Neither the publisher nor the author shall be liable for damages arising herefrom.

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Library of Congress Cataloging-in-Publication Data:

Walters, Dave, 1968-

Behavioral marketing : delivering personalized experiences at scale / Dave Walters.

pages cm

Includes index.

ISBN 978-1-119-07657-5 (hardback) – ISBN 978-1-119-07639-1 (ebk) – ISBN 978-1-119-07643-8 (ebk)

1. Internet marketing. 2. Customer relations. 3. Consumers’ preferences. I. Title.

HF5415.1265.W3655 2015

658.8′72–dc23

2015017698

Foreword

There is a customer revolution underway.

Buyers today have more information, more access, and more choice than anytime in history. The battleground for customer loyalty has shifted from features, prices, and transactions toward the new landscape of long-term relationships and customer experience. Best-in-class companies like Apple and Lexus have rewritten the rules of customer relationships by leveraging every touch point and every interaction to create a convenient, fun, and even meaningful experience. They have embraced the customer revolution, and they are raising the bar for the rest of us.