Presented as a part of Something Digital Open Studios, this presentation delves into how to map and market to your customer's online behaviour, instead of focusing on channels.

1. Behavioural Marketing
across Digital
ft. Friday Beers

2. What We Do
Digital
Strategies
Marketing
Plans
SEO PPC
Social
Media
Marketing
Conversion
Rate
Optimisation
Email
Marketing
Digital
Media
Content
PlanningUX and
Usability
Consulting
Website
Strategies and
Scoping
Market
Research and
Insights
Customer
Journey
Mapping Brand and
Positioning
Strategy
Business
Plans

3. Who We Are
Hayley Vale
Business & Marketing Consultant
hayley@reloadconsulting.com
@hayley.vale1
Emily Forrest
Senior Strategy Consultant
emily.forrest@reloadmedia.com.au
@emily_forrest87

4. 4
What We’re
Covering
1 Understanding your Customer & Your
2 A Look into Journey Maps
3 Behavioural Marketing Road Map
4 Top Behavioural Marketing Tactics
5 Key Takeouts

5. 5
Part 1: Understanding your
Who are they?
What drives them?
What are their values?
Why would they use you?
What delights them?
How do they behave?

6. 6
Part 1: Understanding your
What do you stand for?
What is your USP?
How healthy is your marketing
strategy?
What data do you collect?
Where can you improve?
“All this is before you start
planning your behavioural
marketing integrations.”

7. Trigger Research
Evaluation of
Alternatives
The Sale After-Sale Satisfaction?
7
Part 2: A Look into Journey Maps
Thoughts, Feelings, Barriers, Actions,
Influences, Pain Points, Touch Points

8. Part 3: Your Behavioural Marketing Road Map
Understanding
your Customer
Understanding your
Business
• Who are they?
• What drives them?
• What are their values?
• Why would they use you?
• What delights them?
How do they behave?
• What do you stand for?
• What is your USP?
• How healthy is your marketing strategy?
• What data do you collect?
Where can you improve?
Trigger Research The Sale
Evaluation of
Alternatives
After-Sale Satisfaction?

9. 9
Part 4:
Behavioural
Marketing
Tactics
1 Email Marketing
2 Remarketing
3 Programmatic
4 Geo-Fencing
5 Social

10. Trigger Research The Sale
Evaluation of
Alternatives
After-Sale Satisfaction?
Part 4: Behavioural Marketing and the Map
Email
Marketing
Tactics to Consider
• Database Capture and Nurture
• Content Sequencing
• Abandon Cart
• Making the Most Out Your Transactional
Emails
• Improving CLV

11. Trigger Research The Sale
Evaluation of
Alternatives
After-Sale Satisfaction?
Part 4: Behavioural Marketing and the Map
Remarketing
What to Consider
• Learn customer’s online behaviour by setting
up tracking on your website
• ‘Be seen where your customer is looking’
• Choose the right messaging based on their
behaviour and stage in the Customer Journey

12. Research The Sale
Evaluation of
Alternatives
After-Sale Satisfaction?
Part 4: Behavioural Marketing and the Map
Programmatic Advertiser
Publisher
Trigger

13. Trigger Research The Sale
Evaluation of
Alternatives
After-Sale Satisfaction?
Part 4: Behavioural Marketing and the Map
Geo-Fencing
How it Works
• Create an audience pool of people who
visit an area with retail location nearby
using GPS data
• Target users using mobile display
advertising to drive the target audience
to visit a store

14. Trigger Research The Sale
Evaluation of
Alternatives
After-Sale Satisfaction?
Part 4: Behavioural Marketing and the Map
Social Media
Tactics to Consider
• Prospecting
• Lookalike Audiences
• Influencer Marketing
• Content Sequencing
• Remarketing
• Social Proofing
• Customer Advocacy

15. 15
Our 5 key
take outs
1
Start with Understanding your Customers and Business.
Identify the core needs and desires your customers have, and understand your
proposition.
2
Use the Customer Journey.
Make sure you use the journey, to identify key areas you can easily apply
and gain traction in the customer journey.
3
Understand the Data to Determine Where to Start.
If you have business intelligence tool, or google analytics, understand where
can work on improving the funnel.
4
Partner Up Where You Have a Skills Gap.
Some of the these tactics can be complicated and even daunting, so partner with
build your internal teams so you have someone to own it!
5
Change your Strategy as Behaviours Change.
Reviewing, reporting and iterate your strategy as your customer changes their
simple as ad copy changes, creative updates or even platform additions to your

16. Emily Forrest
Senior Strategy Consultant
emily.forrest@reloadmedia.com.au
@emily_forrest87
Hayley Vale
Business & Marketing Consultant
hayley@reloadconsulting.com
@hayley.vale1
Any Questions? Sahlia Painter
Elias Savvakis
Bridget Taylor
Darcy O’Connor