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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
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.
Marketing has always been the bridge that connects businesses and customers. However, marketing needs to reinvent itself in this new world of customer experience, moving beyond its roots in the audience/content/publish cycle. The new generation of marketers needs to embrace every customer interaction, digital or offline, no matter how diverse or seemingly short lived. We need to engage with each customer when and where that customer prefers with content that is perfectly tuned and individualized to him or her.
We can expect that, in return, customers will not only make purchases; they will offer their attention, their time, and their loyalty. To make this transition, we marketers must move beyond the day-to-day mechanics of campaign execution and curating content. We have to embrace our origins as storytellers and pull ourselves forward to become the architects of customer experience.
Imagine that marketing is like touring a city. Most of today's marketing does little more than crowd tourists into a small set of the most popular destinations. More advanced marketing is like a tour bus that is taking tourists to more destinations with smaller crowds. However, the sequence is fixed and the experience still fairly generic.
The future of marketing is like having your own private concierge who knows your interests, your budget, and your pace. This guide walks alongside you delivering a completely unique and personal experience perfectly tailored to you.
In the same way, the future of marketing will be built around each customer's unique personal interests. And like an experienced tour guide, marketers learn a customer's interests by asking what they want. But the truly world class tour guides go beyond asking; they watch their customer's behaviors as they visit each leg of their tour to craft a truly epic journey and experience the customer will never forget.
