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Martin Clark, Apteco GmbH24.04.18
Marketing Automation: the enabler ofpersonalised omni-channel communication
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Agenda
MA building blocks
How to start small and fast
Inspiration: 44 marketing use cases
Questions
What is MA
Why MA
Trend report highlights
Use case
What is MA?
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Allows you to communicate with your customers in the way they wouldexpect you to
Delivering a high level of customer experience
(Good) Marketing Automation
Personalised
RelevantAnywhereAnytime
Source: www.collaborativemarketingclub.com
CMC Dialogpost Study 2017Print delivers for E-Commerce: Dialogpost Mailings deliveraverage CVR of 3,9% for Online-Shops
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MA connects CRM with your channels
Why MA?
7 Benefits
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1. Efficiency
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2. Optimisation
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3. Personalisation
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4. Triggers
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5. Consistency
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6. Multi-Channel
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7. Customer Journey
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Re-cap: 7 Benefits
1. Efficiency
2. Optimisation
3. Personalisation
4. Event triggers
5. Consistency
6. Multi-channel
7. Customer journey
Trend Report 2018
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What is Customer Centricity?
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Survey Participants
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Marketing Channels
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Personalisation
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14 Content Blocks
1 PeopleStage Campaign
19.5%uplift in
engagement
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Channel-Strategy
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Marketing-Priorities for 2018
Use Case
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Customer Journey – Yoga Store
4. Upon opening the e-mail, a personalised print postcard iscreated and sent out.
5. Post purchase• Personal mobile push message or
• if the customer has VIP status, an upload to Salesforce is created forthe customer care centre.
1. Facebook promotion
2. The customer visits the website but abandons the shopping cart.
3. An e-mail is sent with reference• to shopping basket
• VIP-membership
• Best Next Offer.
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Facebook promotion
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Basket abandonment
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Personalised e-mail
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Personalised print
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Personal push-message
Your Shopping App
How was it?Florian, do drop by again!
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Upload to Salesforce for customer care
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Campaign behind the customer journey
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Summary
MA Building Blocks
What do I need in place?
Data
Single Customer View
ETL
Responses + History
Responses + History
REPORTING
ANALYSIS CAMPAIGN
Live-Trigger
How to startsmall and fast
Partner Network
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Rapid Results Workshop
What is the goal?
1. To quickly prove how typical analyses and campaigns, as well as usecases of the customer, can be carried out successfully and without greateffort.
2. To clarify the customer goals and which requirements should beachieved.
3. To help resolve three major data pain points.
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Rapid Results
Day 1: Definition of customer goals, data inventory, definition of scenariosand the data model.
In the meantime: A prototype is installed and configured. Data may beenriched and data quality improved.
Day 2: Presentation of the status quo as well as of the „data peculiarities“, generation of quick wins, development of new insights and evaluation of thegoals, depending on the data. Handover of prototype for a maximum of 4 weeks.
Day+1: Identification of campaign use cases (optional)
Yourpersonal copy!
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2. Gain analytical insights4. Optimise your communications
Whitepaper Contents (in German)
3. Create effective and automated communications
1. Understand your customer data
Summary
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Marketing Automation
MA connects CRM with your channelsPersonalised, relevant, anywhere, anytime communication
7 benefits of MA
Direct Mail is used by 8 out of 10 marketers but as part of an overall mix
Customer Journey is #1 marketing challengeCompanies struggling to move from single, to multi-channel to omni-channel marketing
Marketing Automation infrastructure required to manage journeys
Start small and fast….customers will not wait for you
Questions?
Thank you!
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