Personalised Digital Interaction: What really works according to European marketers?
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Transcript of Personalised Digital Interaction: What really works according to European marketers?
Neolane Marketing Survey #2
Neolane confidentialCopyright Neolane - 2012 2
Context
► As a leading cross-channel campaign management solution provider, Neolane is in touch with thousands of marketers the world over.
► Leveraging this advantageous position, we decided to run surveys, questioning marketers about their main challenges to gather their insights, analyse these and then share results with them.
► Following the first Neolane Marketing Survey that focused on social marketing ROI, we looked to analyse how marketers personalise their digital interactions today.
► More than 600 marketers participated in the survey.
Neolane confidentialCopyright Neolane - 2012 3
► Leading Independent Marketing Platform Provider Supporting B2B and B2C Organizations $ 44 M revenue in 2011
47% year-over-year growth in 2011
350 customers
250 employees
11 years experience
Market recognition: Forrester, Gartner, Sirius Decisions …
USA, France, UK, Nordics
• Customers in 12 countries
• Users in 20 countries Much more than just software:
hosting services, e-mail & SMS routing, and expert services
About Neolane
3Copyright Neolane 2011
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400 Customers
RETAILE-COMMERCE TRANSPORT TOURISME TRANSPORT TOURISME SERVICES
FINANCIAL SERVICES INDUSTRY TELECOMS LEISUREMEDIA PRESS
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The results, in a nutshell
► 22% of marketers personalise their website in real-time today… 59% will do within the next 12 months. 3 times more!
► Only 9% of marketers who do not personalise their website because they doubt the potential ROI.
► 54% of marketers using web personalisation get a significant ROI within months.
►
The most efficient data for web personalisation: the whole customer profile and purchase behaviour
► The top channels to offer a personalised experience beyond the web: social & mobile
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Screenshots of the infographic
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Screenshots of the infographic
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Detailed results of the survey
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► In 2014: 59% of marketers will personalise their website.That’s 3 times more than today.
► 37% of marketers plan to personalise content and offers on their website in real-time. 22% already do it.
Web personalisation, next year gold rush?
19%
37%
44%YesPlanned within the next 12 monthsNot planned
Q1 - Do you personalise the content and offers on your website(s) in real-time?
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Web personalisation, next year’s gold rush? Country specifics
► Nordic countries, UK and Belgium have more planned projects than France within the next 12 months.
FR ND UK BE0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
21%14% 19%
6%
33% 44%42%
44%
46% 42% 39%50%
Nothing plannedPlanned within the next 12 monthsPersonalise in real time the website
Q1 - Do you personalise the content and offers on your
website(s) in real-time?
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Personalisation of the web experience ROI
► Considering people who do not personalise /have planned to personalise their website (slide 7): Only 9% do not personalise because they think the ROI is not achievable.
9%
56%
35% Not confident in the po-tential of ROINo budgetNot a priority
Q1 Why? (only for people answering : No, we offer the same content for all visitors and have no current plans to adopt this approach) in Q1
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Website personalisation: main objective is not immediate sales but loyalty
► Marketers do not personalise website for immediate sales, they focus on loyalty and acquisition first.
47%49%51%53%55%57%
56%53% 53%
51%
Q1 - What do you expect from website personalisation? (only for people answering they personalise or they will do it in the 12 coming months) Multiple choice
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The most efficient inputs: the whole customer profile & purchase history
► Marketers get the most ROI from personalisation based on the whole customer profile and purchase behaviour.
Based
on
colla
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tive
filter
ing
Based
on
socia
l pro
file
Based
on
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ehav
iour
Based
on
purc
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Based
on
cust
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pro
file0%
10%
20%
9% 11% 14% 19% 19%
Q2 - Website personalisation techniques that give a significant ROI according to marketers
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Marketers still invest with caution
► 29% of marketers invest more than 50K € in website personalisation efforts.
► 71% are still investing with caution on this field.
45%
26%
18%
11%
Less than 10 000 €
10 000 € to 50 000 €
50 000 € to 100 000 €
More than 100 000 €
Q3 - What budget do you spend or plan to spend per year for a real-time web personalisation solution?
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An extremely quick ROI!
► 54% of marketers who had put in place real time web personalisation strategies got a ROI within months!
31%
54%
15%ROI is not yet reachedYes, we get ROI within monthsYes, we get ROI within years
Q4 - Do you think the investment made on your website to offer a personalised experience to visitors provides you a ROI?
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Mobile push Mobile app content
Social media PoS Call center Email0%
10%
20%
30%
40%
50%
60%
10% 11%19% 20%
31%
54%
38% 40% 40%
19% 17%
33%
Already do
Planned
Beyond the web, there is social & mobile
► Email is the most mature channel in terms of personalisation.
► Social & Mobile, the top promising channels to personalise experiences, beyond the web.
Q5 - On which other channels do you or do you plan to offer a personalised experience?
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Beyond the web, there is social & mobile
FR ND UK BE0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
11% 8% 13%6%
38% 41%43%
38%
51% 51%44%
56%
Not planned
Planned
Done
Q5 - On which other channels do you or do you plan to offer a personalised experience?Answers for Mobile app content
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Beyond the web, there is social & mobile
FR ND UK BE0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
12% 10% 7% 3%
37%32% 42%
63%
51%59%
52%
34%
Not planned
Planned
Done
Q5 - On which other channels do you or do you plan to offer a personalised experience?Answers for Mobile push notifications
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Beyond the web, there is social & mobile
FR ND UK BE0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
52% 58% 58%41%
33% 29% 33%
41%
15% 14% 9%19%
Not planned
Planned
Done
Q5 - On which other channels do you or do you plan to offer a personalised experience?Answers for Email
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Beyond the web, there is social & mobile
FR ND UK BE0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
22% 16% 21%13%
13%32% 23%
22%
65%52% 56%
66%
Not plannedPlannedDone
Q5 - On which other channels do you or do you plan to offer a personalised experience?Answers for Points of Sale
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Beyond the web, there is social & mobile
FR ND UK BE0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
35%19%
32%19%
15%
27%16%
19%
50% 53% 51%63%
Not planned
Planned
Done
Q5 - On which other channels do you or do you plan to offer a personalised experience?Answers for Call Centre
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Beyond the web, there is social & mobile
FR ND UK BE0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
17% 22% 21%9%
36%42% 45%
41%
47%36% 33%
50%
Not planned
Planned
Done
Q5 - On which other channels do you or do you plan to offer a personalised experience? Answers for Social Marketing
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Thank you!Fore more information about
Neolane web personalisation offers:http://bit.ly/NeoInteraction
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Annexes
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Objectives of the survey
► Understand how marketers personalise digital interactions with their prospects and customers
► Share result gathered with our community of customersand the market
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Methodology of the survey
Emailing:November - December 20122 waves of email in French and English
2 incentives: exclusivity and a chance to win an iPad
Process
Neolane contacts only, no rented database
European:France, UK, Benelux, Switzerland, Nordics (Denmark, Finland, Iceland, Norway and Sweden)
Target
Mayor objective is creating value added content and share it with peers
Simplicity:5 questionsNo panel
Specificities
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Emailing
► The emailing, sent with Neolane Campaign
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Questions
► The survey, managed by Neolane Survey Manager