Behavioral Marketing. Delivering Personalized Experiences at Scale

  • ID: 3335927
  • Book
  • 256 Pages
  • John Wiley and Sons Ltd
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Grow Revenue and Convert More Customers through Customization and Automation

Behavioral Marketing gives motivated marketers a single–source guide to using the most advanced, up–to–date marketing tactics to grow revenue and create process efficiencies. In this data–driven world, you need a mastery of digital–marketing tactics to deliver the customized marketing campaigns that capture today′s savvy customers. This hands–on resource gives you everything you need to develop a comprehensive, sophisticated marketing plan and quantify the results to prove your success. From defining 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 to demonstrating how to fix highly inefficient processes while implementing your next marketing campaign, this game–changing tool enables you to:

  • Understand and effectively implement the key principles of behavioral marketing
  • Increase the business contribution of your marketing department by generating predictable revenue
  • Gain significant insight and competitive advantage by examining case studies across multiple industries
  • Achieve remarkable revenue growth and exponential conversions by improving the way you approach marketing

Because marketing doesn′t happen in a vacuum, the entire third part of the book is dedicated to navigating the realities of using behavioral marketing, including staffing the right team, how to introduce data–driven strategies to an existing team, building your personal brand and getting promoted, and real–world examples of what success looks like from leading companies.

From planning to executing to quantifying to modifying for higher conversions, Behavioral Marketing can be the cornerstone of a prosperous marketing career today and into the future.

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Foreword by Bill Nussey ix

Acknowledgments xv

The Behavioral Marketing Manifesto xvii

Part ONE GETTING STARTED WITH BEHAVIORAL MARKETING

1 Behavioral Marketing: More Sophisticated Audiences, Smarter Tactics, and Deeper Personalization for All 3

2 Where Are You on the Behavioral Marketing Spectrum? 15

3 Gearing Up for Behavioral Marketing: The Roles, People, and Systems Needed to Win 23

Part TWO PUTTING BEHAVIORAL MARKETING INTO ACTION

4 Pacing Yourself: Behavioral Marketing at the Speed of Business 37

5 Bringing Behavioral Marketing to Life in the Real World 45

6 Upping Your Content Game: Educating Customers Throughout the Entire Cycle 57

7 Customer Journey Mapping: Putting Yourself in the Customer s Shoes 69

8 Channel–Level Planning: Delivering Insane Relevance Every Time 83

9 Data Capture and Hygiene: You re Only as Good as Your Database 119

10 Campaign Creation: Segments, Logic, and Automation Are Your Friends, and Great Creative Matters More Than Ever 135

11 Behaviors and Mobile: Yes, It s Radically Different Than Every Other Channel 149

12 Measurement and Optimization: Creating a Framework and Moving Your Own Goalposts 157

Part THREE SUCCESS BEYOND THE BEHAVIORAL MARKETING BASICS

13 It s All About the Team: Staffing the Right Players to Succeed 177

14 Managing Upwards: Socialize If You Must, Prove Results Every Time 183

15 Best Friend Brands: Becoming Indispensable to Your Customer 189

16 Riding the Wave: Career Success Powered by Behavioral Marketing 207

17 Closing Thoughts and the Power of Actions 213

Index 219

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DAVE WALTERS is a digital marketing evangelist at Silverpop, an IBM–owned software company focused on helping marketers transform the customer experience. He is a 20–year digital marketing veteran with a career split almost equally among Fortune 50 corporations, Top 5 interactive agencies and, most recently, the technology start–up world. He most often works with cross–functional stakeholders to bridge the organizational gaps between marketing, IT, operations and executive management.

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