Behavioral Marketing: Delivering Personalized Experiences at Scale
- 3h 21m
- Dave Walters
- John Wiley & Sons (US)
- 2015
Selling customers on features, prices, and transactions is yesterday's strategy. To win over customers and convert them to brand evangelists requires delivering stellar customer experiences again and again to solidify a long-term relationship. How? By knowing Behavioral Marketing.
Consumers go through up to 70% of the buying process before interacting with a brand, which means understanding how they make purchasing decisions is essential to capturing their business. Data-driven marketing is the key to quantifying consumer actions, clicks, and behaviors to adapt your marketing efforts to their preferences. Within the pages of this dependable resource are the secrets to improving inconsistent marketing processes and becoming more "revenue predictable," which will benefit marketers in most businesses in every industry. The engaging, conversational writing style packs all the critical vocabulary, technological advances, and cutting"edge strategies into succinct chapters that both walk you through developing a complete behavioral-marketing plan and serve as a convenient go-to reference for everyday use. Start generating more revenue from happier customers your first day by:
- Determining where your marketing approach is today, the potential it has going forward, and the technologies and path you need to take to get there
- Learning the customer journey and how to educate your customers along the entire way
- Mastering every channel to influence the buying process, including understanding the strengths and weaknesses of each channel in various industries
- Using data-driven personalization to boost response rates and add business value
- Creating campaigns with greater audience segmentation, timely automation, and stunning creative
- Becoming indispensible to your customers
- And much more!
To bring content to life throughout the book, this practitioner's guide features case studies spotlighting the successes and challenges experienced by other marketing pros coupled with key lessons learned so you can more easily share in their triumphs and avoid their pitfalls.
Behavioral Marketing is your answer to climbing out of the trenches of relentless execution by embracing automation and behaviors—to create set-it-and-forget-it marketing—in order to spend more time honing in on the "why" of your strategy—revenue and customer satisfaction.
In this Book
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Behavioral Marketing—Delivering Personalized Experiences at Scale
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Foreword
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The Behavioral Marketing Manifesto
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Behavioral Marketing—More Sophisticated Audiences, Smarter Tactics, and Deeper Personalization for All
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Where Are You on the Behavioral Marketing Spectrum?
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Gearing Up for Behavioral Marketing—The Roles, People, and Systems Needed to Win
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Pacing Yourself—Behavioral Marketing at the Speed of Business
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Bringing Behavioral Marketing to Lifein the Real World
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Upping Your Content Game—Educating Customers Throughout the Entire Cycle
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Customer Journey Mapping—Putting Yourself in the Customer’s Shoes
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Channel-Level Planning—Delivering Insane Relevance Every Time
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Data Capture and Hygiene—You’re Only as Good as Your Database
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Campaign Creation—Segments, Logic, and Automation Are Your Friends, and Great Creative Matters More Than Ever
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Behaviors and Mobile—Yes, It’s Radically Different Than Every Other Channel
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Measurement and Optimization—Creating a Framework and Moving Your Own Goalposts
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It’s All About the Team—Staffing the Right Players to Succeed
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Managing Upwards—Socialize If You Must, Prove Results Every Time
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Best Friend Brands—Becoming Indispensable to Your Customer
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Riding the Wave—Career Success Powered by Behavioral Marketing
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Closing Thoughts and the Power of Actions
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