Masters of MarketingTalkin’ ‘Bout My Generation: Behavioral and Situational Email Marketing for Different Age Ranges

Heather GallowayAgencyBuzz Coordinator

Welcome to Masters of Marketing!We will begin the webinar promptly at 12:00pm, CST.• Today we'll be talking about Talkin’ ‘Bout My Generation: Behavioral and Situational Email

Marketing for Different Age Ranges

• Follow us on Twitter for more tips, tricks, and the latest digital marketing news: #MastersMktg

• If you have questions during the webinar, please use the chat window and I will answer all questions at the end.

• Join us next time (7/21 at 12pm, CST). SEO Coordinator John Dessommes will cover: How to Perform an SEO Audit on Your Insurance Website

• SAVE THE DATE: AgentCon 2017 will be held April 20-21, 2017 at the DFW Hilton Lakes Hotel

Thanks for joining us today.Heather Galloway800-383-3482 x 182hgalloway@getitc.com

What is Behavioral Marketing?• “Behavioral Targeting is a technique used by online

publishers and advertisers to increase the effectiveness of their campaigns through information collected on an individual's Web-browsing behavior”• Possible Behaviors to Track

• Signing Into an Account• Viewing a Product/Page• Completing a Form• Email Engagement• Purchase• Blog/Newsletter Subscription

Why Behavioral Marketing?• Beneficial to the Consumer• Revenue Opportunity• Improved Email Marketing Performance• Increase Conversions

Action Based

Personal Timely

Behavioral Marketing

Context Conversions

Implementing Behavioral Marketing1. Track Your Online Interactions2. Determine the Actions to Respond to3. Develop Content Based on Behavior4. Automate Campaigns

Situational Marketing• Situational Marketing: Advertisement designed

around a customer’s specific circumstances and needs.• Build Individual Profiles: “Personas”• Demographics: Age, Education, Family Life• Motivations, Fears & Goals: Personal and Professional• Behavior Patterns & Purchase Tendencies

Baby Boomers (Age: 52-70)The American Dream• Over 50% of Consumer Spending• Rejection/Redefinition of Values• Goals: Health, Energy, Wellness• Suspicious of Authority• Work-Centric• Financial Denial/Privacy• Lines of Business to Target: Life, Long-Term Care,

Disability

Generation X (Age: 36-51)Independence• Email is King of Communication• Financial Priorities: Kids’ College, Home

Ownership, Entrepreneurship, Financial Independence• Focused on Family Values & Nostalgia• Lines of Business to Target: Renters, Home, Life,

Commercial

Generation Y/Millennials (Age: 18-36)Optimists• Underemployed• High Amount of Debt• Delay in Family Life• Less Engaged, More Likely to Disengage• Digitally Driven• Helicopter Parent Influence• Sharing Economy• Lines of Business to Target: Renters, Health, Auto• Under-Educated About Insurance

Generation Z/iGeneration (Age: 0-17)Realists• Digital Natives• Creative, Nontraditional, World-Changing Ambitions• Highly Influential to Other Generations• Money-Driven• Lines of Business to Target: Auto

Situational + Behavioral Email Marketing• Situational: Internal and External Influencers• Behavioral: Digital Interaction• Use Situational Targeting to Develop Content

Strategy• Use Behavioral Targeting to Enhance Content &

Develop Delivery/Trigger Strategy

Action Based

Personal

Timely

Behavioral Marketing

Context Conversions

Thank You for Joining Us!• We will be posting the link to today’s recording on

our blog:http://www.getitc.com/blog/marketing/

• Join us next time (7/21 at 12pm, CST). SEO Coordinator John Dessommes will cover: How to Perform an SEO Audit on Your Insurance Website

Heather Galloway800-383-3482 x 182hgalloway@getitc.com