Transcript
WELCOMEto the avant-première!
WHY?
HOW?WHAT?
WHY?
Optimize your
RESULTSCHANGING
In a
market environment
Optimize your
RESULTSTHE CHALLENGE: REAL TIMEINTERACTIVEMARKETING
THE ROOTS: ‘STATIC’ DIRECT MARKETING
CHANGINGIn a
market environment
INTELLIGENT
EMPOWERED
SKEPTICALCONNECTED
DEMANDING
SWITCHER
ALWAYS ACCESSIBLE
VENGEFUL
AHEAD OF THE CURVE
INSTANTGRATIFICATION GENERATIONREACTIONS
RESULTS
SPEEDIS ESSENCE
ALLIANCESARE CRUCIAL FOR BUSINESS SUCCESS
The old communication model
was a MONOLOGUE
The new communication model
is a DIALOGUE
MASSRadio BillboardTVPressMagazines
DIRECT
PostTelephoneGSM (SMS)E-mailCatalogue
CommunitiesChatWeb
REALTIME
Direct Response
Advertising
IDTV
BehavioralTargeting
IDTV (longterm) E-mail
Conversation
Telemarketing
E-commerce
Banner
Changing Billboards
MEDIAARE CHANGING …
Direct+
InteractiveMarketing
Direct MarketingResponsePushOff-Time / Real timeOfflineDirect Targeting
Direct - Personalised Physical address
Mass MarketingPull
Off-Time (fixed info)On air (Broadcast)
Audience Targeting
Contextual - Uniform Audience
MARKETINGIS ADAPTING …
Real time MarketingResult
Conversation / DialogueReal time (dynamic)
OnlineDirect Targeting
Direct -Personalised
Virtual address, Mobile address
Micro Targeting / Online Profiling Behavioral –Contextual Computer / TV address
Direct Marketing
+/- IT related
Direct Mktg Manager
Mass Marketing
Not IT Related
Communication/Advertising Manager
MARKETEERSNEED ADAPTING …
Real time Marketing
Full IT Related
Communication/ Advertising Manager
How to start a dialogue in an INTERACTIVE WORLD ?
WHAT?
THE ROOTSMarketing = • create, establish and maintain a relevant and
entertaining dialogue between consumer & advertiser
• in order to stimulate profitable sales on the short and long term
• and create satisfaction (or even delight!) for the consumer
facilitates the interactive marketing strategy of advertisers by offering a ‘modulized’but fully integrated interactive campaign solution
MISSION
HOW?
KEY PROPOSITIONS
PERFORMANCEIt’s all about ROIIt’s all about RELATIONSHIPS
CONVENIENCE
Optimizing response
THE ROOTS
Landingpage Website
Score
Lead identificationvia pop-in
Email campaign
SEM bannering
CLASSIC METRICSCampaign metrics
Website metrics
Leads / scores / conversion
Target group:profile optimization
Email ergonomicsEvaluation grid
Multivariate testingEmail
Score improvementthrough WDM data
Pop-in optimization
DARWIN AT WORK
ESPONSE is influenced byImportance
. TARGET GROUP 60%
COPY & FORM 20%Text, creation, personalisation,...
OFFER & TIMING 20%Product, price, promotion, moment,...
ETTER ROI THROUGH (REAL TIME)RESPONSE ANALYSIS
ptimizing response
mail selectivity
ptimizing response
mail evaluation
OFFER/CREATION
FOOD FOR THOUGHT...
Does the offer match the objective?Is the call to action seen and understood by the surfer?
ptimizing response
mail testing
OFFER/CREATION
FROM ‘CLASSIC’ TESTING TO REAL TIME MULTIVARIATE TESTING
Which offer works best?(i.e. generates the best CTR/conversion rates?)
Which visual works the best?
rom media to the web...
AND BACK AGAIN
Tracking, scoring, dentifying leads & setting up dialogues
ENTIFIED VISITORS
Accept offer
High Score > Mail Campaign
Change content based on advertiser / CONSU-matrix data
SSIBLE EVENTS:
ONYMOUS VISITORS
Buys
High Score > Lead ‘Pop-in’
Use advertiser DB or CONSU-matrix data to optimize lead qualification
SSIBLE EVENTS:
CampaignReports
Web Analytics
Leads Reports
Change Content
Segmentation
ONYMOUS VISITORS IDENTIFIED VISITORS
ACKING THE DIALOGUE
et-affairs ‘Control Room’
Alliances?!
here’s more to net-affairs than meets the
here’s more to net-affairs than meets the
Permesso.be
Individual
Multi channel/double touch
Data Intelligence
Contact points
IdentificationCONSU-matrix
Profiling
Householding
WHEN?
LAUNCH!June 2009
WDM Belgium boothDemoInformation request in
your personal AgendaYour contact(s)US…