The whole 9 yards
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Transcript of The whole 9 yards
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DIRK PLOSS
THE WHOLE 9 YARDS
Customer Centric Cross Channel Marketing
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@DerPloss
Ex-Bereichsleiter Markenführung und Kommunikation bei OTTO
14 Bücher
Keynote Speaker
2 Töchter, 1 Sohn
Hamburg
Online seit 1985
Creative Director
Freelance Evangelist
42 Jahre
Kundenbindung
Dirk Ploss
Interims-Privatier
E-Mail-Marketing
Social Media Marketing
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DIRK PLOSS
DAS ENDE DER EINZELKÄMPFER
Die Marketingwelt von heute und morgen.
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Früher: Kampagne.
LOL, SALAD!
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Heute: Erlebnisse.
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Heute: Erlebnisse.
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Früher: Push-Kanäle.
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Heute: Pull-Dominanz.
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Früher: Botschaften.
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Heute: Gespräche.
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DIRK PLOSS
DAS SCHICHTENMODELL DER KOMMUNIKATION
Von der Marke zum Produkt.
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Vernetzen der Kanäle.
Brand, Brand, Brand OFFLINE
Brand & Promotions OFFSITE
Products & Promotions ONSITE
Products & Customers INSITE
ABC (Always Be Closing) POP
Products & Customers OUTSIDE
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Marketingmix 2012ff.
E-M
ail
Ons
ite
Soci
al M
edia
Schw
eine
bauc
h TZ
Re-
Targ
etin
g
SEO
/SEA
/PSM
Dir
ect M
ailin
g
TV
Kin
o
Out
of H
ome
Funk
Cla
ssic
Dis
play
SMS
PZ
EMOTION
RATIO
BRAND
PRODUKT
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DIRK PLOSS
OMNITALENT E-MAIL
Das Bindeglied zwischen allen Kanälen
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E-Mail-Marketing im Customer Lifecycle Management
1. WARM-UP
2. WIN
3. BIND
4. MAXIMIZE
5. RE-ANIMATE
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Push? Newsletter? Aha… ^^
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• Nicht geöffnet? -> E-Mail! • Nicht geklickt? -> E-Mail & Display! • Nicht gekauft? -> E-Mail & Display! • Bewertet? -> E-Mail! • Nicht bewertet? -> E-Mail! • Nicht geliked/geplussed? -> E-Mail & Social! • Nicht behalten? -> E-Mail! • Kauf lange her? -> E-Mail & Display & Social! • Etc. pp.
Einsatzmöglichkeiten.
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DIRK PLOSS
PERSONALISIERUNG UND INDIVIDUALISIERUNG
Am Beispiel B2C-E-Commerce
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Personalisierung
Absenderpersonalisierung
Button-Personalisierung
Bildpersonalisierung
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Individualisierung
• Stufe 1: Segmentierung • Stufe 2: Re-Targeting (abgebrochene Warenkörbe) • Stufe 3: Profiling und Recommendation Engine
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Neuromarketing
• Wahrnehmung wird massiv durch die Persönlichkeitsstruktur bestimmt
• Den Typus eines Empfängers kann man mittels Test (z.B. Visual Questionnaire / brand16) ermitteln
• Newsletter können bzgl. der Gestaltung an den spezifischen Persönlichkeitstyp angepasst werden
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NeuroIPS – Visual Questionnaire
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Neuromarketing - Typen
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Neuromarketing - Bildsprache
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The whole 9 Yards:
• Inhalte auf Kundensegmente und Kundenverhalten abstimmen
• Darstellung auf Kundenpersönlichkeit abstimmen • Kanäle auf Kundenpräferenzen abstimmen
• Und, ganz wichtig:
• Alle Kanäle möglichst automatisiert miteinander
vernetzen!
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Dankeschön!
www.dirk-ploss.de facebook.com/ploss twitter.com/DerPloss