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Create, Execute, Measure and Automate: Neolane Cross-Channel Campaign Best Practices
Ludovic Velu, Consulting Manager
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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
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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
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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
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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
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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
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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
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Reports
Standard■ Delivery analyses
■ Campaign analyses
Configurable
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Thank you!
Contact Information
Ludovic Velu
Consulting Manager