Create, Execute, Measure and Automate: Neolane Cross-Channel Campaign Best Practices

© Neolane - 17/06/2010 Neolane Evolution Paris 2010 1

Create, Execute, Measure and Automate: Neolane Cross-Channel Campaign Best Practices

Ludovic Velu, Consulting Manager


Multichannel / Cross channel

Multi channel: multiple channels but siloed approach■ Example: one channel per segment

Cross channel: the customer strategy aligns multiple channels in a combined approach■ Example: several channels are used throughout the customers’

course of purchase


The standardization of cross channel

Purchases are made via cross channel! (1)■ 56% of internet users visited an e-commerce site before making a

store purchase, ■ 36% browsed a paper catalog before making an internet purchase, ■ 33% visited a store before making an internet purchase

84% of companies currently communicate with their prospects and customers via e-mail. 80% of marketing departments plan to integrate at least one new mobile channel (SMS, Wap Push or MMS (2)) within the next 12 months. Only 46% of companies think they are well-equipped to implement and combine these communication channels consistently (2)

(1) Médiamétrie / NetRatings - 2008(2) Neolane survey – 10/2007


Why should I go for a cross channel strategy?

To increase the chances of getting your message across

To combine several types of media while sticking to your budget

To increase conversion rates ■ Studies have shown a significant increase in response rates

compared to single channel direct mail campaigns

To make the most of each channels’ features

To stimulate follow-up by using various types of media■ Each media adds something to the other


Which approach should I choose?

Define the most appropriate media for the main target based on:■ target homogeneity

■ "closeness" to the target (SMS is seen as invasive)

■ budget

■ campaign type (canvassing, acquisition, building customer loyalty)

Define the most appropriate follow-up media based on: ■ expected reactivity

■ main channel

Assess the period between first contact and follow-up■ at least 2 weeks for direct mail

■ 48 hours for e-mail or SMS


Don’t make the following mistakes

Pushing non-perzonalised or non-targeted offers

Delivering the same offer on several different channels at the same time (this creates a feeling of harassement)

Following up too soon or too late depending on the channels used

Following up without taking behavior or reaction into account


Neolane: one-to-one cross channel

ex: special offers, cross-sell, transactional information

Messages and Offers

MobileE-mail

Neolane v5.1

Web Direct mailCall Center Médias Sociaux

Coming soon

Personalization engine


Reports

Standard■ Delivery analyses

■ Campaign analyses

Configurable


Thank you!

Contact Information

Ludovic Velu

Consulting Manager

[email protected]

Business

Create, Execute, Measure and Automate: Neolane Cross-Channel Campaign Best Practices