Читать книгу Behavioral Marketing - Nussey Bill - Страница 11

One of the themes you'll notice throughout the book is the concept of being data driven. This can be a source of concern for marketers, especially as you get into European Union countries with much more restrictive laws, or if you're focusing on a marketer's ability to build a purchase history like the debit cards we discussed earlier can provide. Although there certainly are legal guardrails you need to know and follow – think HIPAA for the healthcare industry (the federal Health Insurance Portability and Accountability Act) or COPPA (Children's Online Privacy Protection Act) for marketing to children under age 13 – you should think about your audience as either above or below 35.

If your main audience is under 35, you should pretty much delete the concept of privacy from your vernacular. Although this might sound aggressive, those generations are usually more than comfortable exchanging privacy for a more relevant experience. My Nordstrom debit card is the exact evidence of this phenomenon (although I'm admittedly a couple of years past 35).

However, if you're marketing to AARP-age people, then I recommend almost the opposite. You should ratchet down the obvious manifestation of data-driven communications. Avoid messages like “We saw you stopped by the website.” Your audience doesn't give you a pass to ignore behavioral marketing. In fact, you might have to work a little harder to better inform your audience segmentation models and do more behind the scenes.

And if your audience is in the middle age-wise, you should proceed with caution. Think deeply about their motivations, communication preferences, and how other high-profile brands are marketing to them when developing your approach. Keep it mostly low-key – but don't be afraid to be aggressive with dynamic content as the audience segments get progressively smaller.

If you can isolate your ecommerce audience down to those who have spent more than $1,000 at your site over the last six months and they open 80 percent of all your communications, then experiment with highly personalized offers that are clearly focused on “Our Best Customers.” Exploring the correlation between behavior and purchases is a great area for marketers to experiment with.