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Top 5 Marketing Challenges: Are you ready?
Martin Smith – Head of Marketing
iStrategy London 2012
@martysneo @neolane
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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
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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
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#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.
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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
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#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.
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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?
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Extending SoLoMo
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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
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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
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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
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#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
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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
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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.
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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
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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
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Top 5 Marketing Challenges: Are you ready?
Martin Smith – Head of Marketing
Thank You – Questions?
@martysneo @neolane
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