Martin Smith iStrategy London 2012

Neolane confidentialCopyright Neolane – 2012 1Neolane Private and ConfidentialCopyright Neolane - 2011

Top 5 Marketing Challenges: Are you ready?

Martin Smith – Head of Marketing

iStrategy London 2012

@martysneo @neolane

Neolane confidentialCopyright Neolane – 2012 2

New Challenges for Marketing & Communications

Brand Goals Haven’t Changed Sell more Sell more often Sell longer

Customers Have Seized Power Information is everywhere Purchases are ever easier Every buyer is an advocate

Disloyal and Nomadic

Informed Changeful

Vocal Overly Solicited

Educated


New Challenges for Marketing & Communications

Traditional Marketing Losing Relevance

Impersonal Unidirectional Perceived as intrusive

Re-establish Customer Intimacy via Conversational Marketing

Personal Conversation Unify service & marketing to

create value


#1 - ‘Big Data’Big data is a term applied to a new generation of software, applications, and system and storage

architecture, all designed to provide business value from unstructured data.

• Data Tsunami – 1.8 Zetabytes of Data in 2012 = 57.5 Billion 32Gb iPads = $34.4 Trillion investment

• The amount of digital information created annually will grow by a factor of 44 from 2009 to 2020

• More than 70% of the data in the Digital Universe is generated by individuals.





Big Data – Big Love

The most useful data set in the world.#1

Give your employees the right tools.#2

Let customers know what you know.#3

Give the customer a sense of control#4


#2 - ‘SoLoMo’The convergence of social, local, and mobile.

Marketers who take advantage of SoLoMo can reach consumers right when they’re making purchasing

decisions.


Social Media Website User Reviews

Friends

INTERACTIONS WTH THE BRAND

INTERACTIONS WTH THE BRAND

Physical Locations

Drive Brand Engagement• Like, Friend Forward,

etc.• Check-In

• Custom Apps• Gamification

Drive Relevant Offers• Location Based Offers

• Offer Sharing (Demand Creation)

• Contextual Relevance

Competitive Pressures• In-Store Product

Search• User Reviews

• Customer Sentiment

Access to the Brand Online &

Offline

What is SoLoMo?


Extending SoLoMo


Content marketing subscribes to the notion that delivering high-quality, relevant and valuable

information to prospects and customers drives profitable consumer action.

#3 - Content Marketing


Consumers ask for real content relevancy but don’t get it

Only 10% see direct mail content as relevant to their needsOnly 7% see email content as relevant to their needs

Only 10% see direct mail content as relevant to their needsOnly 7% see email content as relevant to their needs

Only fully personalised messages or ‘One-to-One’ messages can respond to consumers needs and increase conversion

rates

Source: Forrester, 2009


Multichannel Conversational Marketing

Roadmap to Personalisation Excellence R

OM

I

Timeline

One-To -One

Personalisation Sophistication/Maturity

None

Name

Segment

Real TimeOne -To -One

Cross-channel

Marketing Fatigue

Conversion Rates &

Customer Experience


#4 - Transaction Marketing

Messages sent within the framework of a transaction between the customer and the company. These

messages represent approximately 30 % of all the customers communications sent by a brand and have

very high opening rates.

The number of transactional emails received annually by a customer is going to reach 146 in 2012 against 70 in 2007 Jupiter Research E-mail Marketing

Forecast

The number of transactional emails is going to grow of 9 % a year, particularly because of the increase of the costs of the mails and the will

of the marketing management to integrate marketing offers. Forrester



Houra

Before

Project• Improve online customer

experience• Personalize marketing and

transactional communications

Results• Increases customer satisfaction• Transaction marketing has lifted

conversion rates by 20% on cross sales

After

Reminder of a personalized offer...

Reminder of a personalized offer...

Reminder of loyalty points and call to action

Reminder of loyalty points and call to action

Purchase order confirmation


Conversational marketing technology empowers organizations to build and sustain one-to-one lifetime

dialogues with every customer and prospect, dramatically increasing revenue and marketing efficiency.

#5 - Conversational Marketing

#1 - Markets are conversations#6 - The Internet is enabling conversations among human beings that were simply not

possible in the era of mass media.#9 - These networked conversations are enabling powerful new forms of social

organization and knowledge exchange to emerge.


Conversational Marketing

MobileEmailWeb PrintCall Centre SocialPoint of sale

Sustained One-to-One Conversations

Three usages:■ Enterprise marketing (B2C, B2B, D2C)■ Communications and information■ Transactional and service messages

http://twitter.com/thomasvds


1er achat

2e achat

Abandonnistes

Advocacy initiativeReactivation campaign

Acquisition campaign

Nurturing Program

Inbound qualification

Inbound cross-sell

Customer Value

Time

Customer Journey Automation

Loyalty up-sell ‘trigger’

Lift Life-time Customer Value

Neolane confidentialCopyright Neolane – 2012 21Neolane Private and ConfidentialCopyright Neolane - 2011

Top 5 Marketing Challenges: Are you ready?

Martin Smith – Head of Marketing

Thank You – Questions?

@martysneo @neolane

Business

Martin Smith iStrategy London 2012