Cross-Channeldialogue Marketing
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Cross-channel dialogue marketing
Jan Teerlinck
+32 473 361 498
jan.teerlinck @ selligent.com
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About Selligent
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Software solutions for marketers (Interactive Marketing Automation)
Offices in Belgium, Netherlands, France, Italy, Spain, China, Germany
300 brands daily operating our solution for customer interaction
Clients in 13 countries
Cross-industry Retail /ecom
Media & publishing
Banking
Telecom
Travel
Automotive
.....
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Marketing is becoming the
technology innovator in the company
Gartner: “in 5 years time
CMO will spend more on
technology then the CIO”
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Marketing & Technology are tied
Digital is the new „normal‟ for:
• Commerce
• Entertainment
• Information
• Socialization
Marketing is chasing a continuously moving target.
• That‟s though !
• More difficult...
• Brands can stand out today
• Not necessarily “Money always wins”
Impact on relationship management:
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From traditional direct marketing
to interactive dialogues.
Marketing & Technology are tied
From the company marketing calendar
to continuous life-cycle marketing.
Listen & Act
Batch & Send
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Marketing & Technology are tied
Big data
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Marketing & Technology are tied
Tech-savvy generation of marketers
Marketing tools are available and ACCESSIBLE
Without being completely
dependent on the
corporate IT agenda
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DNA of marketing solutions
- Massive monolytic
- Big entry license prices
- Army of implementation consultants
- Building big solution on big machines
- Easy entry solutions
- Pay as you grow (ROI-driven)
- Add as you grow
- Out-of-the-box usable interfaces
- Consumerization of business software
BUT:
Probably not:
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Complete consumer-centric:
DNA of marketing solutions
• From his first (anonymous) hit
• To his top score in the customers database
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DATABASE MARKETINGDIGITAL MARKETING
A gap between digital and database mkting
INBOUND
Anonymous visitors
OUTBOUND
360 customer view
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Bridging ‘Digital’ & ‘Database’
Segmentation
Cross-channel
Personalisation
Dialogue marketing
Anonymous visitors
Visitor profiling
Inbound marketing
360°view
Identified customers or prospects
Cross-channel consumer centric
Event-driven
....
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Visitor profiling + inbound personalisation
Quantitative metrics
• Return frequency• Stickiness• Traffic source• Items consulted• .....
Qualitative metrics
• Interest profiles• Visitor scoring• Engagement score
Transforming big data into actionable profiles:
Inbound personalisation Grow your database Grow customer insight
Enrich customer data for targeting
Score and invite quality visitors
Optimise website based on anonymous profiles
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- Searching for a trip
- Detected as quality visitor- Invited to subscribe
- Set my search preferences- Receive relevant trip offers- Make a reservation
DIALOGUE example
- Fancy renting a car ?
- Hotel x is expecting you- Have a great trip
Depart Return
- How was your trip- Write / share a review ? - Any new plans ?
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DIALOGUE example
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Prevent marketing pressure
How much are you sending to your consumers ?
Periodical campaigns
Promotional campaigns to targeted audiences
Event-driven / data-driven campaigns
1) Define frequency capping
2) Set campaign priorities
Max 6 e-mails per month
Max 2 outbound commercial calls per 4 months
.....
WHEN GOING INTO E-DM
PRIORITIZE CAMPAIGNS TO PREVENT MARKETING PRESSURE
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Visit our booth:
Thank you !
Want to know more ?
Jan Teerlinck+32 473 361 498
jan.teerlinck @ selligent.com