marketing through the behavior cycle. @rogerhurni @offmadisonave
DESCRIPTION
Marketing Through the Behavior Cycle was presented first at the 2014 the Arizona Governors Conference of Tourism. It focuses on using behavior triggers to align messaging and remove a funnel driven approach.TRANSCRIPT
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Marketing Through The Visitor Behavior Cycle
Roger HurniManaging Partner/Chief Creative Officer Off Madison Ave@RogerHurni
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Marketing throughThe Visitor Behavior Cycle
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Content Marketing
Google Plus
Groups
A SmallWorld
The Marketing RevolutionPrint
TV
Radio
WebsiteOut of Home
Tele-marketing
AddressableVoice
Mobile
SMS + MMS
IM
Search
Online Video
Online Display
PaidSearch
Landing Pages
Microsites
Affiliate Marketing
Wikis
Webinars
Blogs
RSS
Podcasts
Social Networks
Widgets
MobileWeb
Behavioral
Social Media & Ads
GameBranding
InstagramSnapchat
Direct Mail
POS
Niche Social Networks
Apps
YOOnlineRadio
Branded Entertainment
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77
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Google Art Project
Education Revolution
autoawesome
Gem Lovers
College Football
Mom, Pregnancy & New Babies
Anglo-Celtic Cuisine
Bodybuilding
Get Fit
Our World’sWildlife
Plastering & Drywall
Academy of Electronic Music
Parkour
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Television/TV
Tea Lovers
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GeneticGenealogy
Comic Book Community
Ingress
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Beauty
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Read Banned Books
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Game of Thrones Circle
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Cosplay MountainBiking
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World
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Top Quotes
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150THOUSAND
Google+ Communities
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FacebookYouTube
QzoneSina WeiboWhatsApp
Google+Tumblr
LINETwitter
WeChatTencent Weibo
LinkedInYouKu
InstagramTudou
RenRenPinterest
BadooOrkut
FoursquareVine
vkontakteMyspaceSnapchat
0 400000000 800000000 1200000000 1600000000
World’s largest social networks
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250BILLION
Photos on Facebook
350MILLIONPhotos UploadedDaily to Facebook
4.75BILLIONItems Shared on Facebook Daily
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15HUNDREDPotential Pieces of
New Content
Marketing executives who admit to not using behavioral data.
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0 25 50 75 100
Not Using Behavioral Data Using Behavioral Data
Source: Business Insider
76%
Marketers who actively pushing segmented data and measuring results.
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0 25 50 75 100
Using Segmented Data Not Using Segmented Data
Source: Business Insider
13%
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Despite radical changes in channels and data, people still work in predictable ways.
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SalesBranding Informative
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Sales
Branding Informative
5 Stages of Travel Planning
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BookPlan ExperienceDream Share
Segmented Behaviors
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Talkingto friends
Thinkingabout a trip
ResearchingCreating an
itinerary
In tripplanning
Sharing an experience
Adapting to changes
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Training
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Concernsabout zip line
safety
Researchingfood options
Optionsfor kids
Inquiringabout gear
Sharing withfriends
The New Marketing Cycle isabout creating relevant communicationsbased on moment in time behaviors.
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ARIZONA OFFICE OF TOURISM
Opportunities:
• Take a stronger, more specific stance in order to establish more of an emotional/sensory connection and increase brand impact
• Increase return on investment by focusing on audiences that fit the maximum number of desired behavioral, contextual and geographic attributes
• Leverage the highest ranking differentiators as Arizona’s “ownable space”
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ARIZONA OFFICE OF TOURISM
We have an opportunity to:
• Position activities as part of a well-rounded, memorable vacation experience that are within the reach of target audiences
• Capitalize on Arizona being less structured and manufactured
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ARIZONA OFFICE OF TOURISM
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MMGY Portrait of the
American Traveler
Longwoods Image
Research
Sojern data
Data analysis:visitation,
media habits
SMARI Image andPositioning
Study
Qualitative interviews
GfK/MRIconsumer insights
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NewspaperMagazineLocal SitesOut of HomeTelevisionSocial Media
SearchTravel NicheBehavioralSocial Media
Arizona GuideAdvertorialSponsored Content
OTAConquestSearch
Email NurtureSearchAPI Open TableTripAdvisorTravelzooSocial Media
EmailForward to a FriendBanner
Email NurtureSearchTripAdvisorTravelzooSocial Media
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Share your story
Inspiration
Intent
Pre-booking
Post-Booking /In-market Planning
Re-engagement
Move each customer from Awarenessto Decision to Confidence in that decision.
Consumers no longer followa predetermined linear path.
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NurtureConversation SaleExposure Advocacy
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The consumer does not have to follow a prescribed sequence of events.
She creates her own personalized path of interest to her, at whatever degree of relevant detail.
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NurtureConversation SaleExposure Advocacy
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Nurture
Conversation
Exposure
Exposure
Sale
AdvocacyNurture
Conversation
Nurture
Conversation
Each behavior trigger point requiresfour key components.
Sensory:Has a visual, touch, auditory, smell, or taste cue.
Emotional:Delivers an emotive connection to the experience.
Intelligent:Creates an exchange of relevant, useful information.
Congruent:Base information exchange on individual actionsand in parallel to the need.
The promise of the brand happensat the marketing level.
The execution of a brand happensat an operational level.
And the management of a brand happensat the consumer level.
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The consumer is your brand managerand in control of the experience.
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We are moving into a “Post-campaign Era.” - Forrester Research
Percent of Millennials that don’t trust email.
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0 25 50 75 100
Don't Trust Trust
Source: Forrester Research
38%
Percent of Millennials that don’t trust digital ads.
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0 25 50 75 100
Don't Trust Trust
Source: Forrester Research
49%
Percent of Millennials that don’t trust information in branded apps.
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0 25 50 75 100
Don't Trust Trust
Source: Forrester Research
36%
Percentage of Millennials are more likely to share information with a brand they trust.
58Source: SDL
60%
Percentage of Millennialswilling to share more personal data if it means more relevant offers to them.
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54%
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Marketers need to prepare for the futurenow with a strategic approach to collecting and using customer data.
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If you are just collecting data and addingit to a database then you are on your wayto becoming extinct.
Sales are easy. Getting a customer for life is hard.
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A marketing strategy isn’t one big campaign executed everywhere.
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It’s lots of small behavior-based campaignsthat change over time as audiences interactwith them.
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Thank you.
ROGER HURNI
Off Madison Avewww.offmadisonave.com
480-505-4500
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