Post on 24-Jan-2015
description
transcript
1"
Welcome
How$to$get$more$conversion$out$of$your$website.$
Jan Teerlinck!!Mobile: +32 473 361 498!E-mail: jan.teerlinck @ selligent.com!
VP International business development!
2"
Outbound marketing
E5mail$
Call$
Print$
! $Automated)personalisa0on$! )Event3driven)marke0ng)! )Data3triggered)marke0ng$! .....$
Mobiel$
SIM$is$very$strong$in$outbound$marke?ng$$You$will$aAract$aAen?on$by:$
! )Right)person$! )Right)?me$! $Right$message$! )Right)channel$
The)4)R’s$
3"
Marketing scenario’s
4"
Conversion is a matter of follow-up
« It’s great to get attention,
but it is a must to track all the way to conversion »
5"
Integrated tracking on your website
! People check things out on your website ! What do you do once you have the attention?
E5mail$
Call$
Print$
Mobiel$
SIM$con?nues$tracking$of$prospects$on$your$website$
Case: Bank account
6"
Get"an"on.line"bank"account."
Example tracking and retargeting
7"
!" !Step1:!Drive$prospects$to$the$website:!
( Personalised)e3mail)
( Search)engine)marke0ng)
( Media)buying)
!" !Step2:!!Make$sure$they$convert$
( Individual)tracking)on)website)( Monitor)people)that)drop3out)
( ACT:)Follow3up)by)re3targe0ng)
Example tracking and retargeting
8"8"
( SIM:)))«)Scenario3based)marke0ng)»)))
( Automated)follow3up)
DM targeting: ! DM-print ! E-mail ! Tele ! Branch offices
1to1 follow-up: ! Detect drop-out ! Re-target
Dear!Mr!Teerlinck,!!Two!days!ago!you!started!your!on(line!account!!.....!You!just!needed!to!fill!in!1!more!page.!For!your!convenience,!click!here!to!complete!this!page,!all!your!previously!entered!informaEon!is!sEll!available!
Example tracking and retargeting
50%$of$starters$
do$convert$
9"
Print$document$
Apply$on5line$ Download$pdf$
Send$to$bank$
Fulfilment$
Missing$iden?ty$
Adress$proof$Call$center$triggered$
Example tracking and retargeting
If$not$received$
S?ll$not$received$Call$them$
Prospect)registers)on)the)website)
Prospect)sends)signed)by)paper)
Call)center)agent)processes)applica0ons)
!A$full$cross5channel$mul?5step$conversion$process$
Conversion$
MACHINE$POWERED$BY$SIM$
10"
Searching products
Shopping basket
Check-out Payment
Purchase complete
Boost conversion in the real-time shopping process
Example tracking and retargeting
( Add)SIM)trackers)to)your$exis?ng$pages$( SIM)will)recognize)contacts)in)your)database)
( SIM)will)re3target)them)
Trackers
11"
What to remember ?
Tracking & Re-targeting is not a nice to have.
It is adding pure money to your bottomline
Kick out any system that stops at ‘sending’
12"
Traffic on your website
Outbound! Direct!
AffiliateMedia!!Search!...!
13"
SIM begins where Google ends !
10%"
5%"
100%"
90%" 10%"
14"
SIM behavioral profiling
1) Quantitative metrics:
• )Average)0me)• )Nr)pages)• )Return)frequency)• )Last)visit)• )Traffic)source)• ))Last)5)visited)products)• ))Basket)to)Visit)• )....)
2) Qualitative interest scoring
15"
SIM Inbound Targeting module
Target$
Target$
T$
B$
Inbound Targeting
You)don’t)need)to)know)their)name)to)make)them)a)good)offer)
16"
Data-driven targeting
Customer$data$ Behavioral$data$
! ""! ""! ""
PROFILE!DB! CUSTOMER!DB!
Profiling on anonymous visitors AND customers:
17"
Continue your segmentation on-line
SUBSCRIBER$
FIRST$BUYER$
REPEAT$BUYER$
INACTIVE$BUYER$
Target$
Target$
T$
Remember$the$$Life5cycle$e5mails$
Consistent$message$on$your$website$
18"
Drive your call center with web behavior
Boost$effec?veness$of$your$expensive$channels$
B$
! Detect$inten?on$to$buy$from$web$behaviour$
! Trigger$outbound$call$
! )Right)person$! )Right)?me$! $Right$message$! )Right)channel$
19"
Fastest way of growing a prospect database UNIQUE!!!!!VISITORS!
>=2!/!day!
Every!day!
Every!week!
>2!month!
occassionally!
I!know!who!!you!want!in!your!database!!!
B$
And!what!can!I!offer!him!tomorrow!?!
T$In!
your!DB!
ANONYM
OUS!
You$want$to$grow$your$database$$?$$It$was$never$more$easy$
20"
What you reach with Selligent ?
4)$GAIN$CUSTOMER$INSIGHT$3)$IMPROVE$BRAND$EXPERIENCE$
2)$REDUCE$OPERATIONAL$COSTS$1)$BUILD$MORE$REVENUE$
# "Maximal"automa>on"# "Independant"marketeers"# "Do"more"with"less"effort"
# "Customer.driven"marke>ng"# "Highest"relevancy"# "Unmatched"1to1"follow.up"
# "Consistency"across"channels"# "Threat"every"customer"as"a"VIP"# "Prevent"irrita>on"
# "Profile"customer"behaviour"# "Measure,"test"and"act"# "Quick"DO.LEARN"cycles""
21"
Conclusion
Then$join$our$vision$of$integrated$cross5channel$marke?ng.$
If$you$believe,$$just$like$us,$$that$customers$don’t$think$in$silo’s$