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As a leading cross-channel campaign management solution provider, Neolane is in touch with thousands of marketers the world over. Leveraging this advantageous position, we decided to run surveys, questioning marketers about their main challenges to gather their insights, analyse these and then share results with them. Following the first Neolane Marketing Survey that focused on social marketing ROI, we looked to analyse how marketers personalise their digital interactions today. More than 600 marketers participated in the survey.
Citation preview
Neolane Marketing Survey #2
Neolane confidentialCopyright Neolane - 2012 2
Context
► As a leading cross-channel campaign management solution provider, Neolane is in touch with thousands of marketers the world over.
► Leveraging this advantageous position, we decided to run surveys, questioning marketers about their main challenges to gather their insights, analyse these and then share results with them.
► Following the first Neolane Marketing Survey that focused on social marketing ROI, we looked to analyse how marketers personalise their digital interactions today.
► More than 600 marketers participated in the survey.
Neolane confidentialCopyright Neolane - 2012 3
► Leading Independent Marketing Platform Provider Supporting B2B and B2C Organizations $ 44 M revenue in 2011
47% year-over-year growth in 2011
350 customers
250 employees
11 years experience
Market recognition: Forrester, Gartner, Sirius Decisions …
USA, France, UK, Nordics
• Customers in 12 countries
• Users in 20 countries Much more than just software:
hosting services, e-mail & SMS routing, and expert services
About Neolane
3Copyright Neolane 2011
Neolane confidentialCopyright Neolane - 2012 4
400 Customers
RETAILE-COMMERCE TRANSPORT TOURISME TRANSPORT TOURISME SERVICES
FINANCIAL SERVICES INDUSTRY TELECOMS LEISUREMEDIA PRESS
Neolane confidentialCopyright Neolane - 2012 5
The results, in a nutshell
► 22% of marketers personalise their website in real-time today… 59% will do within the next 12 months. 3 times more!
► Only 9% of marketers who do not personalise their website because they doubt the potential ROI.
► 54% of marketers using web personalisation get a significant ROI within months.
►
The most efficient data for web personalisation: the whole customer profile and purchase behaviour
► The top channels to offer a personalised experience beyond the web: social & mobile
Neolane confidentialCopyright Neolane - 2012 6
Screenshots of the infographic
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Screenshots of the infographic
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Detailed results of the survey
Neolane confidentialCopyright Neolane - 2012 17
► In 2014: 59% of marketers will personalise their website.That’s 3 times more than today.
► 37% of marketers plan to personalise content and offers on their website in real-time. 22% already do it.
Web personalisation, next year gold rush?
19%
37%
44%YesPlanned within the next 12 monthsNot planned
Q1 - Do you personalise the content and offers on your website(s) in real-time?
Neolane confidentialCopyright Neolane - 2012 18
Web personalisation, next year’s gold rush? Country specifics
► Nordic countries, UK and Belgium have more planned projects than France within the next 12 months.
FR ND UK BE0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
21%14% 19%
6%
33% 44%42%
44%
46% 42% 39%50%
Nothing plannedPlanned within the next 12 monthsPersonalise in real time the website
Q1 - Do you personalise the content and offers on your
website(s) in real-time?
Neolane confidentialCopyright Neolane - 2012 19
Personalisation of the web experience ROI
► Considering people who do not personalise /have planned to personalise their website (slide 7): Only 9% do not personalise because they think the ROI is not achievable.
9%
56%
35% Not confident in the po-tential of ROINo budgetNot a priority
Q1 Why? (only for people answering : No, we offer the same content for all visitors and have no current plans to adopt this approach) in Q1
Neolane confidentialCopyright Neolane - 2012 20
Website personalisation: main objective is not immediate sales but loyalty
► Marketers do not personalise website for immediate sales, they focus on loyalty and acquisition first.
47%49%51%53%55%57%
56%53% 53%
51%
Q1 - What do you expect from website personalisation? (only for people answering they personalise or they will do it in the 12 coming months) Multiple choice
Neolane confidentialCopyright Neolane - 2012 21
The most efficient inputs: the whole customer profile & purchase history
► Marketers get the most ROI from personalisation based on the whole customer profile and purchase behaviour.
Based
on
colla
bora
tive
filter
ing
Based
on
socia
l pro
file
Based
on
web b
ehav
iour
Based
on
purc
hase
beh
avio
ur
Based
on
cust
omer
pro
file0%
10%
20%
9% 11% 14% 19% 19%
Q2 - Website personalisation techniques that give a significant ROI according to marketers
Neolane confidentialCopyright Neolane - 2012 22
Marketers still invest with caution
► 29% of marketers invest more than 50K € in website personalisation efforts.
► 71% are still investing with caution on this field.
45%
26%
18%
11%
Less than 10 000 €
10 000 € to 50 000 €
50 000 € to 100 000 €
More than 100 000 €
Q3 - What budget do you spend or plan to spend per year for a real-time web personalisation solution?
Neolane confidentialCopyright Neolane - 2012 23
An extremely quick ROI!
► 54% of marketers who had put in place real time web personalisation strategies got a ROI within months!
31%
54%
15%ROI is not yet reachedYes, we get ROI within monthsYes, we get ROI within years
Q4 - Do you think the investment made on your website to offer a personalised experience to visitors provides you a ROI?
Neolane confidentialCopyright Neolane - 2012 24
Mobile push Mobile app content
Social media PoS Call center Email0%
10%
20%
30%
40%
50%
60%
10% 11%19% 20%
31%
54%
38% 40% 40%
19% 17%
33%
Already do
Planned
Beyond the web, there is social & mobile
► Email is the most mature channel in terms of personalisation.
► Social & Mobile, the top promising channels to personalise experiences, beyond the web.
Q5 - On which other channels do you or do you plan to offer a personalised experience?
Neolane confidentialCopyright Neolane - 2012 25
Beyond the web, there is social & mobile
FR ND UK BE0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
11% 8% 13%6%
38% 41%43%
38%
51% 51%44%
56%
Not planned
Planned
Done
Q5 - On which other channels do you or do you plan to offer a personalised experience?Answers for Mobile app content
Neolane confidentialCopyright Neolane - 2012 26
Beyond the web, there is social & mobile
FR ND UK BE0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
12% 10% 7% 3%
37%32% 42%
63%
51%59%
52%
34%
Not planned
Planned
Done
Q5 - On which other channels do you or do you plan to offer a personalised experience?Answers for Mobile push notifications
Neolane confidentialCopyright Neolane - 2012 27
Beyond the web, there is social & mobile
FR ND UK BE0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
52% 58% 58%41%
33% 29% 33%
41%
15% 14% 9%19%
Not planned
Planned
Done
Q5 - On which other channels do you or do you plan to offer a personalised experience?Answers for Email
Neolane confidentialCopyright Neolane - 2012 28
Beyond the web, there is social & mobile
FR ND UK BE0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
22% 16% 21%13%
13%32% 23%
22%
65%52% 56%
66%
Not plannedPlannedDone
Q5 - On which other channels do you or do you plan to offer a personalised experience?Answers for Points of Sale
Neolane confidentialCopyright Neolane - 2012 29
Beyond the web, there is social & mobile
FR ND UK BE0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
35%19%
32%19%
15%
27%16%
19%
50% 53% 51%63%
Not planned
Planned
Done
Q5 - On which other channels do you or do you plan to offer a personalised experience?Answers for Call Centre
Neolane confidentialCopyright Neolane - 2012 30
Beyond the web, there is social & mobile
FR ND UK BE0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
17% 22% 21%9%
36%42% 45%
41%
47%36% 33%
50%
Not planned
Planned
Done
Q5 - On which other channels do you or do you plan to offer a personalised experience? Answers for Social Marketing
Neolane confidentialCopyright Neolane - 2012 31
Thank you!Fore more information about
Neolane web personalisation offers:http://bit.ly/NeoInteraction
Neolane confidentialCopyright Neolane - 2012 32
Annexes
Neolane confidentialCopyright Neolane - 2012 33
Objectives of the survey
► Understand how marketers personalise digital interactions with their prospects and customers
► Share result gathered with our community of customersand the market
Neolane confidentialCopyright Neolane - 2012 34
Methodology of the survey
Emailing:November - December 20122 waves of email in French and English
2 incentives: exclusivity and a chance to win an iPad
Process
Neolane contacts only, no rented database
European:France, UK, Benelux, Switzerland, Nordics (Denmark, Finland, Iceland, Norway and Sweden)
Target
Mayor objective is creating value added content and share it with peers
Simplicity:5 questionsNo panel
Specificities
Neolane confidentialCopyright Neolane - 2012 35
Emailing
► The emailing, sent with Neolane Campaign
Neolane confidentialCopyright Neolane - 2012 36
Questions
► The survey, managed by Neolane Survey Manager