Marketing through the behavior cycle. @RogerHurni @OffMadisonAve
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Marketing Through The Visitor Behavior Cycle
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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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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
Fantasy Football Central
Television/TV
Tea Lovers
Men & Pets
Skydiving
GeneticGenealogy
Comic Book Community
Ingress
Running Man
Deep Astronomy
The Hunger Games
Social Media Strategy
The Walking Dead Circle
WWE and TNA Fans
Korean FoodNFL Football
Algorithms & Coding
Scuba Diving
Libertarian
WeddingInspiration
Fitness & Weight Loss
Geek Your Home
Versus
Raspberry Pi
Social Media
WeatherPhotography
Veterans & Active Duty
Beauty
Psychology
Traveling
Hacker News
Read Banned Books
DIY Drones
Game of Thrones Circle
Paper Crafts
Gaming
Cosplay MountainBiking
Digital Scrapbooking
Philosopy of Religion
Thru-hiking
Self Help Punch
Mobil DevicesTrue Blood Circle
Harry Potter
Everything Music
Cakes &Baking
Space
The Photo Community
Makers, hackers, artists & engineers Linux
CyanogenMod
StarWars Android
Development
Android
ExplorationHDR Photography
Landscape Photography
Ubuntu
HTML5Design ForThe Modern
World
JavaScript
Google+ Photographic Society
Anime
YouTubers!
deviantART Community
NEXUS
Running
Android Design
Adsense CommunitySEO Questions
Startup Bootstrappers
Jesus Christ Daily
Cute Pictures of Cats
Every Day Teen PostCinema
Nos Gusta la Música
Macro Photography
Inspirational Quotes Earth
Dog of the Day
Eu Acredito em Dues!
PythonWisdom
Healthy Living
Light Box
Top Quotes
Fitness
One Direction
XboxDicas de Beleza
PoesíaDream Vacations
3D PrintingBeautiful Things
Funny Pictures & Videos
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
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Marketing executives who admit to not using behavioral data.
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Not Using Behavioral Data Using Behavioral Data
Source: Business Insider
76%
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Marketers who actively pushing segmented data and measuring results.
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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
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5 Stages of Travel Planning
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BookPlan ExperienceDream Share
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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
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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
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Inspiration
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Intent
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Pre-booking
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Post-Booking /In-market Planning
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Re-engagement
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Move each customer from Awarenessto Decision to Confidence in that decision.
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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
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Each behavior trigger point requiresfour key components.
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Sensory:Has a visual, touch, auditory, smell, or taste cue.
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Emotional:Delivers an emotive connection to the experience.
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Intelligent:Creates an exchange of relevant, useful information.
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Congruent:Base information exchange on individual actionsand in parallel to the need.
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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
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Percent of Millennials that don’t trust email.
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Don't Trust Trust
Source: Forrester Research
38%
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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%
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Percent of Millennials that don’t trust information in branded apps.
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Don't Trust Trust
Source: Forrester Research
36%
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Percentage of Millennials are more likely to share information with a brand they trust.
58Source: SDL
60%
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Percentage of Millennialswilling to share more personal data if it means more relevant offers to them.
59Source: SDL
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.
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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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