Customers Choose their Own Journeys: How Omnichannel Audience Engagement Allows You to Nurture Them Anywhere They Lead

Michel Demoor Digital Strategist & Strategic Lead

Emakina

Ramses Bossuyt Customer Experience Manager

Audi Belgium

Nicholas Worth Chief Marketing Officer

Selligent

@nsworth @m00rke @bossuytr

VISION

What is Marketing Automation?

Traditional Communication Model Traffic Engagement Results

Time

CAMPAIGN 1 CAMPAIGN 2 CAMPAIGN 3 CAMPAIGN …

Find Forget

Engage

CRM Model Traffic Engagement Results

Time

Find

Convert

Nurture

Grow

Retain

Why choose? Traffic Engagement Results

ONE NIGHT STAND

CLASSICAL MARRIAGE

Time

WHAT WE REALLY WANT IS A ONE LIFE STAND

CONTINUOUS EXCITING RELATIONSHIP

The One Life Stand Traffic Engagement Results

Time

ONE NIGHT STAND

CLASSICAL MARRIAGE

Building exciting digital campaigns adding to the life cycle value.

The holy grail of Digital Marketing

Repeating your successes and building upon your investments.

“

Marketing Automation is…

CAMPAIGNS

PROGRAMS

LIFE CYCLE PLATFORM

SHORT-LIVED, FOCUSSED

ONGOING INTERACTIVE

LONGER LASTING

ADVERTISING

RELATIONSHIPS

SYSTEMS OF INTERACTION

MESSAGES / MASS MEDIA

DATA / FLOWS / SEGMENTS

1:1 / SERVICE / APPLICATIONS / COMMUNITIES

Emakina Group. What business are we in?

Integrated marketing requires an integrated solution

Demographic

Browse

Purchase

Response

! Site behavior tracking fully

integrated into platform ! Automated retargeting based

on every data point captured

! Audience creation from browse activity and known data from identified shoppers

Best Customers

Drag and Drop Designer

Email | Mobile | Social | Web |

Survey | Social | Print

Automated action

response

One solution Built for marketers

Connect | Engage | Activate

Launch Campaign Audi A3 Sportback • Audi Belgium

The Brief

•  Create visibility & positioning: Reveal the new

model on the Belgian market

•  Generate traffic of qualified prospects

•  Enrich the Audi A3 database

•  Online activation

•  Capture data on Brussels Motor Show

•  Drive traffic to dealerships as from March

The Challenges

•  No cars in the showroom yet

•  No prices available

•  Multiple messages

•  Audi Connect Technology (all models)

•  New A3 model/design

•  …

•  Digital only campaign

Our answer

The creation of a story between the prospect and Audi / the dealer starting with a virtual test drive of the new A3 Sportback

“ ❤

The stages of the love story CONTACT #1 ONLINE DATING

CONTACT #2 FLIRTING

CONTACT #3 FIRST DATE

CONTACT #4 I KNOW WHAT YOU LIKE

CONTACT #5 THE KISS

CONTACT #6 DTR DATE

THE ONE LIFE

STAND

Traditional lead registration

prospect

lead

hot lead

Buy

ing

Inte

ntio

n (e

xplic

it da

ta)

Introducing engagement & behavior of the customer

prospect

lead

hot lead

Taxonomy (implicit data) 1-way interaction Interaction by clicks and shares

The classic lead

Buy

ing

Inte

ntio

n (e

xplic

it da

ta)

Active lead or ambassador

Not everybody falls in love at the same speed

Omnichannel

TOUCHPOINT 1: The online date

1

Enjoy your virtual test drive

Throughout an interactive experience, put your hands on the steering wheel of the new A3 Sportback and interact with the onboard technologies!

Email

Social

Television

Radio

#2 TOUCHPOINT 2: Flirting

Use the collected data… And maintain the dialogue

while capturing the interests of the consumer

“

Taxonomy Scoring

Male factor (M minus F) Motorization Innovation Design Power Eco Technology Safety Exterior

Design Interior Design

behavior (clicks) 1 click(s) 0 click(s) 1 click(s) 0 click(s) 0 click(s) 0 click(s)

html (tags) 2 1 1 0 1 0 1 0 0 0

database (%) 100% 50% 50% 50% 50%

Content Strategy: Taxonomy and Scores

VALUE MAIN DIMENSION INTERESTS

Selligent Table

Top 1 VALUE

Top 1 DIMENSION

Top 2 DIMENSION

Top 3 DIMENSION

Top 1 INTEREST

Top 2 INTEREST

Top 3 INTEREST

prospect #1 MALE MOTOR INNOVATION DESIGN POWER TECHNO

-LOGY ECO PROFILE INFO per Prospect

#3 TOUCHPOINT 3: The first date

An exclusive invitation to discover the new A3 Sportback “

1. Brussels Motor Show 2. A3 evening at the dealership

Brussels Motorshow Interact with the new A3 Sportback “

#4 TOUCHPOINT 4: I know what you like

Continue the interaction, Highlighting the main interests

of the consumer…

“ Engine Innovation Design

#5 TOUCHPOINT 5: The Kiss

Enough flirting, let’s kiss “

Interior Design

Innovation

Engine & Gears

#6 TOUCHPOINT 6: The DTR Date

Define The Relationship (DTR) “

Touchpoint 6: “The DTR”: Dealer gets full customer view

•  First name, Last name •  Email + Postal Address •  Opt-in •  Gender •  Interests

•  CONNECTIVITY •  ENGINE •  INTERIOR •  EXTERIOR •  SAFETY…

•  Events participated •  iPhone/no iPhone •  Facebook Y/N

Overview WRAP-UP

Key Takeaways

! Start with the content strategy: understanding why you need to personalize is key to develop impactful custom brand experiences

! Draw the customer journey in time: consider multiple entry points and a variable speed

! Recycle your highest achievements: A successful campaign becomes a continuous multibrand platform

See you at Selligent booth #409 Nicholas Worth

Chief Marketing Officer

@nsworth

Ramses Bossuyt

Customer Experience Manager

@bossuytr

Michel Demoor

Digital Strategist

@m00rke