Post on 12-Jan-2016
description
transcript
SECTION 4 E-Business examples
Personalisation and Online Marketing MYTHS
AND THESES
Source Tim Walters 2005
The Bottom Line
bull A hotel sales office will have substantially different telephone conversations with a business person looking for conference facilities a bride-to-be planning her honeymoon and a retired couple returning to the area for the sixth time
bull The likelihood of converting the caller will depend significantly on the ability to recognize and respond to each callerrsquos specific desires and dislikes
bull So why should web sites present the same information to all site visitors
MYTH 1
bull We sell products and services
Fact Online All That Matters Is Information
Thesis 1
bull Popular conception The Internet introduces new ways of communicating that entirely exceed the grasp of mankind as we know it
bull Reality Successful online sales and conversion depends on establishing bdquoold fashionedldquopersonalized communication
bull The goal is to mimic personalised in-store experiences
Most Companies Still Use the Web to ldquoDisplayrdquobull According to Jupiter research study (2004) 76 of Web sites
ndash Simply display information delivering the same content to all visitors
ndash Cannot address the needs goals and characteristics of specific target audiences
ndash Have few if any measurable success criteria
Advantages of Online Marketingbull Why is the Web the ideal marketing channel
bull Targetablendash Reach global and niche markets ndash Target content and experiences to specific segments
bull Measurablendash Easily track and measure resultsndash Get immediate feedback
bull Dynamicndash Quickly launch campaignsndash Change messages and offers on the fly
Online rule 1
bull Customers know what they want Your job is to let them have it
bull Every customer has unique needs + they know what they want Your job is
Personalised targeted messages for different visitor segments
Customer Demands Source Forrester (2005)
bull More contentbull With increasing levels of context
(segment device location role time) bull In order to drive more meaningful
interactionsbull Meaningful means
ndash Personalisedndash Individualizedndash Interactivendash Dynamic
Content Is Royal But Context Is King bull Display different content based onbull Conversion level
ndash Lookersndash Buyersndash Past customer
bull Refering partnerbull Geographybull CRM profile (explicit)bull Site usage history (anonymous)
MYTH 2
bull I canlsquot do personalisation because I donlsquot have a deep customer database
bull (Or Because people wonlsquot register on my site)
Incentives ndashOffer Value to Receive Valuable Information
Other Simple Profile Based Targetingbull From refering site (ie Bridescom)bull Based on site path analytics (If Suite +
WAP then show business promos)bull From language selection
Adding Value as an Intermediarybull Widest choice (coverage ratings experience etc)bull Exceptional user experience (simple design etc)bull Great technology (algorithm search etc)bull Best prices amp availability (benchmarking guarantees
etc)bull Guest generated content (scores reviews etc)bull Special offers (deals promotion emails etc)bull Supporting promotion (offline online emails etc)bull Offering alternate channelsbull Quality customer service processesbull Loyal customers (right hotelright price)
Customer Access and Products bull Consumers are looking for1048713
bull Pricebull Valuebull Choicebull InspirationResearchbull Conveniencebull hellipand expect Service and Trust
bull Online Consumers access viabull General Search Enginesbull Meta-Search Enginesbull Full-Service Travel Sites
Change brings OpportunitiesThe change in consumer buying habits
bull Consumers are becoming more independentbull Consumers demand control choice flexibility valuebull Consumers expect to quickly find clear pricebuy option in
real-timebull Consumers are increasingly buying onlinehellip
bull Creates more opportunities for the smart retailer to
bull Increase customer base via access to range of products with choice-value-flexibility
bull Offer better price options with opaque pricingbull Provide suppliers with access to a huge e-customer base
and e-process savingsbull Improve return in stand alone components under margin
pressurebull Deliver price value choice convenience and service
through scale
E-Business examples (2)
Most Relevant Content to Hilton Hotels Customers
What content is most relevant to your particular customers
bull Images Images Imagesbull Descriptive Content ndashexamples
bull Leisure facilitiesbull Blackout Curtainsbull Car Parkingbull Restaurant amp Barbull Menusbull Meeting amp Conference Facilitiesbull Destination Content
bull Mapsbull Driving Directionsbull The Brand ldquofeelrdquoof the content
What content can you display on your website that you cant deliver through other channelsbull Global list of hotelsbull Rates and availability by hotel and by regionbull Images and descriptive text at the control of
the userbull Depth Convenience Richness amp User
Experiencebull Clickable mapsbull Driving directionsbull 360 degree toursbull Factsheets
Culturally Relevant eCommerce Offerings
bull How can you make your e-commerce offerings culturally relevant for a global marketplace
1 Understand cultural relevance versus Location Price Service BrandProducts
2 Know your Markets Titles ndashNordic amp Japan Branding
3 Understand amp measure online customer behaviour amp conversion through accurate web-metrics
4 Test sensitivity to marketing campaigns over time
5 Develope survey capability in your websites
6 Understand your competitors ndashand your customerrsquos views of them in different markets
7 Ensure you have mechanisms in place to gather and act on local customer feedback from all of your markets
8 Clickstream amp Referrer analysis
9 The challenge is to iteratively present your products and brand in a way that is both personal and relevant to your online customer
Recommendation systemsbull Recommondation systems help
customers make more informed decisions in less time
bull Recommendation systems allows to build customized packages (eg mass-customization and personalization)
bull The site asks users to indicate their needs and constraints (eg preferences interests budget) by selecting the options available under a list of questions
(Source Electronic Commerce 2008)
Recommendation systems IIbull The system then compares the user
inputs with attributes of a list of available products and services in the database
bull By exploiting content-based recommendation technology it is possible for company to achieve a higher browser-to-buyer conversion rate
Mobile Marketing
bull Mobile marketing covering two key areas of activity
1 Mobile Customer Servicendash Mobile customer services embraces a
whole host of activities designed to improve or augment the customer service provided by a brand or business to its customersvia the mobile phone
Mobile marketing
2 Mobile Sales Promotionndash In mobile sales promotion campaigns
mobile is most often used as the response mechanism to an offer publicised via other media
ndash In a lsquotext amp winrsquo campaign for example a brand may run a competition to win a car on special packs of the brand in supermarkets
Mobile cases
bull Car insurance company Solus Norwich Union provides an SMS alert service to inform customers of the progress of repairs on their cars
bull DataServe UK enables its customers to read their own gas and electricity meters and text the reading in to the company resulting in savings which can be passed back to customers
Mobile Marketing WHY DOES SMS MAKE BUSINESS SENSEbull Real time delivery A SMS is typically delivered within
seconds and therefore valuable for time critical informationbull High reach The number of people with a mobile device in
their hand is growing at an exponential rate globallybull High response rates SMS enjoys a higher response rate
than email as it is targeted and personal and is less invasive than a telephone call
bull Cost effectiveness SMS makes the most financial sense especially for SMEs wanting to communicate with an audience on the move Bulk buying lowers the cost even more
bull Automation integration with your existing operational software and systems is easy and SMS sending can be automated
bull Trackable ROI reporting allows you to determine exactly how effective you campaigns have been
Source Clickatell 2007
Personalisation and Online Marketing MYTHS
AND THESES
Source Tim Walters 2005
The Bottom Line
bull A hotel sales office will have substantially different telephone conversations with a business person looking for conference facilities a bride-to-be planning her honeymoon and a retired couple returning to the area for the sixth time
bull The likelihood of converting the caller will depend significantly on the ability to recognize and respond to each callerrsquos specific desires and dislikes
bull So why should web sites present the same information to all site visitors
MYTH 1
bull We sell products and services
Fact Online All That Matters Is Information
Thesis 1
bull Popular conception The Internet introduces new ways of communicating that entirely exceed the grasp of mankind as we know it
bull Reality Successful online sales and conversion depends on establishing bdquoold fashionedldquopersonalized communication
bull The goal is to mimic personalised in-store experiences
Most Companies Still Use the Web to ldquoDisplayrdquobull According to Jupiter research study (2004) 76 of Web sites
ndash Simply display information delivering the same content to all visitors
ndash Cannot address the needs goals and characteristics of specific target audiences
ndash Have few if any measurable success criteria
Advantages of Online Marketingbull Why is the Web the ideal marketing channel
bull Targetablendash Reach global and niche markets ndash Target content and experiences to specific segments
bull Measurablendash Easily track and measure resultsndash Get immediate feedback
bull Dynamicndash Quickly launch campaignsndash Change messages and offers on the fly
Online rule 1
bull Customers know what they want Your job is to let them have it
bull Every customer has unique needs + they know what they want Your job is
Personalised targeted messages for different visitor segments
Customer Demands Source Forrester (2005)
bull More contentbull With increasing levels of context
(segment device location role time) bull In order to drive more meaningful
interactionsbull Meaningful means
ndash Personalisedndash Individualizedndash Interactivendash Dynamic
Content Is Royal But Context Is King bull Display different content based onbull Conversion level
ndash Lookersndash Buyersndash Past customer
bull Refering partnerbull Geographybull CRM profile (explicit)bull Site usage history (anonymous)
MYTH 2
bull I canlsquot do personalisation because I donlsquot have a deep customer database
bull (Or Because people wonlsquot register on my site)
Incentives ndashOffer Value to Receive Valuable Information
Other Simple Profile Based Targetingbull From refering site (ie Bridescom)bull Based on site path analytics (If Suite +
WAP then show business promos)bull From language selection
Adding Value as an Intermediarybull Widest choice (coverage ratings experience etc)bull Exceptional user experience (simple design etc)bull Great technology (algorithm search etc)bull Best prices amp availability (benchmarking guarantees
etc)bull Guest generated content (scores reviews etc)bull Special offers (deals promotion emails etc)bull Supporting promotion (offline online emails etc)bull Offering alternate channelsbull Quality customer service processesbull Loyal customers (right hotelright price)
Customer Access and Products bull Consumers are looking for1048713
bull Pricebull Valuebull Choicebull InspirationResearchbull Conveniencebull hellipand expect Service and Trust
bull Online Consumers access viabull General Search Enginesbull Meta-Search Enginesbull Full-Service Travel Sites
Change brings OpportunitiesThe change in consumer buying habits
bull Consumers are becoming more independentbull Consumers demand control choice flexibility valuebull Consumers expect to quickly find clear pricebuy option in
real-timebull Consumers are increasingly buying onlinehellip
bull Creates more opportunities for the smart retailer to
bull Increase customer base via access to range of products with choice-value-flexibility
bull Offer better price options with opaque pricingbull Provide suppliers with access to a huge e-customer base
and e-process savingsbull Improve return in stand alone components under margin
pressurebull Deliver price value choice convenience and service
through scale
E-Business examples (2)
Most Relevant Content to Hilton Hotels Customers
What content is most relevant to your particular customers
bull Images Images Imagesbull Descriptive Content ndashexamples
bull Leisure facilitiesbull Blackout Curtainsbull Car Parkingbull Restaurant amp Barbull Menusbull Meeting amp Conference Facilitiesbull Destination Content
bull Mapsbull Driving Directionsbull The Brand ldquofeelrdquoof the content
What content can you display on your website that you cant deliver through other channelsbull Global list of hotelsbull Rates and availability by hotel and by regionbull Images and descriptive text at the control of
the userbull Depth Convenience Richness amp User
Experiencebull Clickable mapsbull Driving directionsbull 360 degree toursbull Factsheets
Culturally Relevant eCommerce Offerings
bull How can you make your e-commerce offerings culturally relevant for a global marketplace
1 Understand cultural relevance versus Location Price Service BrandProducts
2 Know your Markets Titles ndashNordic amp Japan Branding
3 Understand amp measure online customer behaviour amp conversion through accurate web-metrics
4 Test sensitivity to marketing campaigns over time
5 Develope survey capability in your websites
6 Understand your competitors ndashand your customerrsquos views of them in different markets
7 Ensure you have mechanisms in place to gather and act on local customer feedback from all of your markets
8 Clickstream amp Referrer analysis
9 The challenge is to iteratively present your products and brand in a way that is both personal and relevant to your online customer
Recommendation systemsbull Recommondation systems help
customers make more informed decisions in less time
bull Recommendation systems allows to build customized packages (eg mass-customization and personalization)
bull The site asks users to indicate their needs and constraints (eg preferences interests budget) by selecting the options available under a list of questions
(Source Electronic Commerce 2008)
Recommendation systems IIbull The system then compares the user
inputs with attributes of a list of available products and services in the database
bull By exploiting content-based recommendation technology it is possible for company to achieve a higher browser-to-buyer conversion rate
Mobile Marketing
bull Mobile marketing covering two key areas of activity
1 Mobile Customer Servicendash Mobile customer services embraces a
whole host of activities designed to improve or augment the customer service provided by a brand or business to its customersvia the mobile phone
Mobile marketing
2 Mobile Sales Promotionndash In mobile sales promotion campaigns
mobile is most often used as the response mechanism to an offer publicised via other media
ndash In a lsquotext amp winrsquo campaign for example a brand may run a competition to win a car on special packs of the brand in supermarkets
Mobile cases
bull Car insurance company Solus Norwich Union provides an SMS alert service to inform customers of the progress of repairs on their cars
bull DataServe UK enables its customers to read their own gas and electricity meters and text the reading in to the company resulting in savings which can be passed back to customers
Mobile Marketing WHY DOES SMS MAKE BUSINESS SENSEbull Real time delivery A SMS is typically delivered within
seconds and therefore valuable for time critical informationbull High reach The number of people with a mobile device in
their hand is growing at an exponential rate globallybull High response rates SMS enjoys a higher response rate
than email as it is targeted and personal and is less invasive than a telephone call
bull Cost effectiveness SMS makes the most financial sense especially for SMEs wanting to communicate with an audience on the move Bulk buying lowers the cost even more
bull Automation integration with your existing operational software and systems is easy and SMS sending can be automated
bull Trackable ROI reporting allows you to determine exactly how effective you campaigns have been
Source Clickatell 2007
The Bottom Line
bull A hotel sales office will have substantially different telephone conversations with a business person looking for conference facilities a bride-to-be planning her honeymoon and a retired couple returning to the area for the sixth time
bull The likelihood of converting the caller will depend significantly on the ability to recognize and respond to each callerrsquos specific desires and dislikes
bull So why should web sites present the same information to all site visitors
MYTH 1
bull We sell products and services
Fact Online All That Matters Is Information
Thesis 1
bull Popular conception The Internet introduces new ways of communicating that entirely exceed the grasp of mankind as we know it
bull Reality Successful online sales and conversion depends on establishing bdquoold fashionedldquopersonalized communication
bull The goal is to mimic personalised in-store experiences
Most Companies Still Use the Web to ldquoDisplayrdquobull According to Jupiter research study (2004) 76 of Web sites
ndash Simply display information delivering the same content to all visitors
ndash Cannot address the needs goals and characteristics of specific target audiences
ndash Have few if any measurable success criteria
Advantages of Online Marketingbull Why is the Web the ideal marketing channel
bull Targetablendash Reach global and niche markets ndash Target content and experiences to specific segments
bull Measurablendash Easily track and measure resultsndash Get immediate feedback
bull Dynamicndash Quickly launch campaignsndash Change messages and offers on the fly
Online rule 1
bull Customers know what they want Your job is to let them have it
bull Every customer has unique needs + they know what they want Your job is
Personalised targeted messages for different visitor segments
Customer Demands Source Forrester (2005)
bull More contentbull With increasing levels of context
(segment device location role time) bull In order to drive more meaningful
interactionsbull Meaningful means
ndash Personalisedndash Individualizedndash Interactivendash Dynamic
Content Is Royal But Context Is King bull Display different content based onbull Conversion level
ndash Lookersndash Buyersndash Past customer
bull Refering partnerbull Geographybull CRM profile (explicit)bull Site usage history (anonymous)
MYTH 2
bull I canlsquot do personalisation because I donlsquot have a deep customer database
bull (Or Because people wonlsquot register on my site)
Incentives ndashOffer Value to Receive Valuable Information
Other Simple Profile Based Targetingbull From refering site (ie Bridescom)bull Based on site path analytics (If Suite +
WAP then show business promos)bull From language selection
Adding Value as an Intermediarybull Widest choice (coverage ratings experience etc)bull Exceptional user experience (simple design etc)bull Great technology (algorithm search etc)bull Best prices amp availability (benchmarking guarantees
etc)bull Guest generated content (scores reviews etc)bull Special offers (deals promotion emails etc)bull Supporting promotion (offline online emails etc)bull Offering alternate channelsbull Quality customer service processesbull Loyal customers (right hotelright price)
Customer Access and Products bull Consumers are looking for1048713
bull Pricebull Valuebull Choicebull InspirationResearchbull Conveniencebull hellipand expect Service and Trust
bull Online Consumers access viabull General Search Enginesbull Meta-Search Enginesbull Full-Service Travel Sites
Change brings OpportunitiesThe change in consumer buying habits
bull Consumers are becoming more independentbull Consumers demand control choice flexibility valuebull Consumers expect to quickly find clear pricebuy option in
real-timebull Consumers are increasingly buying onlinehellip
bull Creates more opportunities for the smart retailer to
bull Increase customer base via access to range of products with choice-value-flexibility
bull Offer better price options with opaque pricingbull Provide suppliers with access to a huge e-customer base
and e-process savingsbull Improve return in stand alone components under margin
pressurebull Deliver price value choice convenience and service
through scale
E-Business examples (2)
Most Relevant Content to Hilton Hotels Customers
What content is most relevant to your particular customers
bull Images Images Imagesbull Descriptive Content ndashexamples
bull Leisure facilitiesbull Blackout Curtainsbull Car Parkingbull Restaurant amp Barbull Menusbull Meeting amp Conference Facilitiesbull Destination Content
bull Mapsbull Driving Directionsbull The Brand ldquofeelrdquoof the content
What content can you display on your website that you cant deliver through other channelsbull Global list of hotelsbull Rates and availability by hotel and by regionbull Images and descriptive text at the control of
the userbull Depth Convenience Richness amp User
Experiencebull Clickable mapsbull Driving directionsbull 360 degree toursbull Factsheets
Culturally Relevant eCommerce Offerings
bull How can you make your e-commerce offerings culturally relevant for a global marketplace
1 Understand cultural relevance versus Location Price Service BrandProducts
2 Know your Markets Titles ndashNordic amp Japan Branding
3 Understand amp measure online customer behaviour amp conversion through accurate web-metrics
4 Test sensitivity to marketing campaigns over time
5 Develope survey capability in your websites
6 Understand your competitors ndashand your customerrsquos views of them in different markets
7 Ensure you have mechanisms in place to gather and act on local customer feedback from all of your markets
8 Clickstream amp Referrer analysis
9 The challenge is to iteratively present your products and brand in a way that is both personal and relevant to your online customer
Recommendation systemsbull Recommondation systems help
customers make more informed decisions in less time
bull Recommendation systems allows to build customized packages (eg mass-customization and personalization)
bull The site asks users to indicate their needs and constraints (eg preferences interests budget) by selecting the options available under a list of questions
(Source Electronic Commerce 2008)
Recommendation systems IIbull The system then compares the user
inputs with attributes of a list of available products and services in the database
bull By exploiting content-based recommendation technology it is possible for company to achieve a higher browser-to-buyer conversion rate
Mobile Marketing
bull Mobile marketing covering two key areas of activity
1 Mobile Customer Servicendash Mobile customer services embraces a
whole host of activities designed to improve or augment the customer service provided by a brand or business to its customersvia the mobile phone
Mobile marketing
2 Mobile Sales Promotionndash In mobile sales promotion campaigns
mobile is most often used as the response mechanism to an offer publicised via other media
ndash In a lsquotext amp winrsquo campaign for example a brand may run a competition to win a car on special packs of the brand in supermarkets
Mobile cases
bull Car insurance company Solus Norwich Union provides an SMS alert service to inform customers of the progress of repairs on their cars
bull DataServe UK enables its customers to read their own gas and electricity meters and text the reading in to the company resulting in savings which can be passed back to customers
Mobile Marketing WHY DOES SMS MAKE BUSINESS SENSEbull Real time delivery A SMS is typically delivered within
seconds and therefore valuable for time critical informationbull High reach The number of people with a mobile device in
their hand is growing at an exponential rate globallybull High response rates SMS enjoys a higher response rate
than email as it is targeted and personal and is less invasive than a telephone call
bull Cost effectiveness SMS makes the most financial sense especially for SMEs wanting to communicate with an audience on the move Bulk buying lowers the cost even more
bull Automation integration with your existing operational software and systems is easy and SMS sending can be automated
bull Trackable ROI reporting allows you to determine exactly how effective you campaigns have been
Source Clickatell 2007
MYTH 1
bull We sell products and services
Fact Online All That Matters Is Information
Thesis 1
bull Popular conception The Internet introduces new ways of communicating that entirely exceed the grasp of mankind as we know it
bull Reality Successful online sales and conversion depends on establishing bdquoold fashionedldquopersonalized communication
bull The goal is to mimic personalised in-store experiences
Most Companies Still Use the Web to ldquoDisplayrdquobull According to Jupiter research study (2004) 76 of Web sites
ndash Simply display information delivering the same content to all visitors
ndash Cannot address the needs goals and characteristics of specific target audiences
ndash Have few if any measurable success criteria
Advantages of Online Marketingbull Why is the Web the ideal marketing channel
bull Targetablendash Reach global and niche markets ndash Target content and experiences to specific segments
bull Measurablendash Easily track and measure resultsndash Get immediate feedback
bull Dynamicndash Quickly launch campaignsndash Change messages and offers on the fly
Online rule 1
bull Customers know what they want Your job is to let them have it
bull Every customer has unique needs + they know what they want Your job is
Personalised targeted messages for different visitor segments
Customer Demands Source Forrester (2005)
bull More contentbull With increasing levels of context
(segment device location role time) bull In order to drive more meaningful
interactionsbull Meaningful means
ndash Personalisedndash Individualizedndash Interactivendash Dynamic
Content Is Royal But Context Is King bull Display different content based onbull Conversion level
ndash Lookersndash Buyersndash Past customer
bull Refering partnerbull Geographybull CRM profile (explicit)bull Site usage history (anonymous)
MYTH 2
bull I canlsquot do personalisation because I donlsquot have a deep customer database
bull (Or Because people wonlsquot register on my site)
Incentives ndashOffer Value to Receive Valuable Information
Other Simple Profile Based Targetingbull From refering site (ie Bridescom)bull Based on site path analytics (If Suite +
WAP then show business promos)bull From language selection
Adding Value as an Intermediarybull Widest choice (coverage ratings experience etc)bull Exceptional user experience (simple design etc)bull Great technology (algorithm search etc)bull Best prices amp availability (benchmarking guarantees
etc)bull Guest generated content (scores reviews etc)bull Special offers (deals promotion emails etc)bull Supporting promotion (offline online emails etc)bull Offering alternate channelsbull Quality customer service processesbull Loyal customers (right hotelright price)
Customer Access and Products bull Consumers are looking for1048713
bull Pricebull Valuebull Choicebull InspirationResearchbull Conveniencebull hellipand expect Service and Trust
bull Online Consumers access viabull General Search Enginesbull Meta-Search Enginesbull Full-Service Travel Sites
Change brings OpportunitiesThe change in consumer buying habits
bull Consumers are becoming more independentbull Consumers demand control choice flexibility valuebull Consumers expect to quickly find clear pricebuy option in
real-timebull Consumers are increasingly buying onlinehellip
bull Creates more opportunities for the smart retailer to
bull Increase customer base via access to range of products with choice-value-flexibility
bull Offer better price options with opaque pricingbull Provide suppliers with access to a huge e-customer base
and e-process savingsbull Improve return in stand alone components under margin
pressurebull Deliver price value choice convenience and service
through scale
E-Business examples (2)
Most Relevant Content to Hilton Hotels Customers
What content is most relevant to your particular customers
bull Images Images Imagesbull Descriptive Content ndashexamples
bull Leisure facilitiesbull Blackout Curtainsbull Car Parkingbull Restaurant amp Barbull Menusbull Meeting amp Conference Facilitiesbull Destination Content
bull Mapsbull Driving Directionsbull The Brand ldquofeelrdquoof the content
What content can you display on your website that you cant deliver through other channelsbull Global list of hotelsbull Rates and availability by hotel and by regionbull Images and descriptive text at the control of
the userbull Depth Convenience Richness amp User
Experiencebull Clickable mapsbull Driving directionsbull 360 degree toursbull Factsheets
Culturally Relevant eCommerce Offerings
bull How can you make your e-commerce offerings culturally relevant for a global marketplace
1 Understand cultural relevance versus Location Price Service BrandProducts
2 Know your Markets Titles ndashNordic amp Japan Branding
3 Understand amp measure online customer behaviour amp conversion through accurate web-metrics
4 Test sensitivity to marketing campaigns over time
5 Develope survey capability in your websites
6 Understand your competitors ndashand your customerrsquos views of them in different markets
7 Ensure you have mechanisms in place to gather and act on local customer feedback from all of your markets
8 Clickstream amp Referrer analysis
9 The challenge is to iteratively present your products and brand in a way that is both personal and relevant to your online customer
Recommendation systemsbull Recommondation systems help
customers make more informed decisions in less time
bull Recommendation systems allows to build customized packages (eg mass-customization and personalization)
bull The site asks users to indicate their needs and constraints (eg preferences interests budget) by selecting the options available under a list of questions
(Source Electronic Commerce 2008)
Recommendation systems IIbull The system then compares the user
inputs with attributes of a list of available products and services in the database
bull By exploiting content-based recommendation technology it is possible for company to achieve a higher browser-to-buyer conversion rate
Mobile Marketing
bull Mobile marketing covering two key areas of activity
1 Mobile Customer Servicendash Mobile customer services embraces a
whole host of activities designed to improve or augment the customer service provided by a brand or business to its customersvia the mobile phone
Mobile marketing
2 Mobile Sales Promotionndash In mobile sales promotion campaigns
mobile is most often used as the response mechanism to an offer publicised via other media
ndash In a lsquotext amp winrsquo campaign for example a brand may run a competition to win a car on special packs of the brand in supermarkets
Mobile cases
bull Car insurance company Solus Norwich Union provides an SMS alert service to inform customers of the progress of repairs on their cars
bull DataServe UK enables its customers to read their own gas and electricity meters and text the reading in to the company resulting in savings which can be passed back to customers
Mobile Marketing WHY DOES SMS MAKE BUSINESS SENSEbull Real time delivery A SMS is typically delivered within
seconds and therefore valuable for time critical informationbull High reach The number of people with a mobile device in
their hand is growing at an exponential rate globallybull High response rates SMS enjoys a higher response rate
than email as it is targeted and personal and is less invasive than a telephone call
bull Cost effectiveness SMS makes the most financial sense especially for SMEs wanting to communicate with an audience on the move Bulk buying lowers the cost even more
bull Automation integration with your existing operational software and systems is easy and SMS sending can be automated
bull Trackable ROI reporting allows you to determine exactly how effective you campaigns have been
Source Clickatell 2007
Fact Online All That Matters Is Information
Thesis 1
bull Popular conception The Internet introduces new ways of communicating that entirely exceed the grasp of mankind as we know it
bull Reality Successful online sales and conversion depends on establishing bdquoold fashionedldquopersonalized communication
bull The goal is to mimic personalised in-store experiences
Most Companies Still Use the Web to ldquoDisplayrdquobull According to Jupiter research study (2004) 76 of Web sites
ndash Simply display information delivering the same content to all visitors
ndash Cannot address the needs goals and characteristics of specific target audiences
ndash Have few if any measurable success criteria
Advantages of Online Marketingbull Why is the Web the ideal marketing channel
bull Targetablendash Reach global and niche markets ndash Target content and experiences to specific segments
bull Measurablendash Easily track and measure resultsndash Get immediate feedback
bull Dynamicndash Quickly launch campaignsndash Change messages and offers on the fly
Online rule 1
bull Customers know what they want Your job is to let them have it
bull Every customer has unique needs + they know what they want Your job is
Personalised targeted messages for different visitor segments
Customer Demands Source Forrester (2005)
bull More contentbull With increasing levels of context
(segment device location role time) bull In order to drive more meaningful
interactionsbull Meaningful means
ndash Personalisedndash Individualizedndash Interactivendash Dynamic
Content Is Royal But Context Is King bull Display different content based onbull Conversion level
ndash Lookersndash Buyersndash Past customer
bull Refering partnerbull Geographybull CRM profile (explicit)bull Site usage history (anonymous)
MYTH 2
bull I canlsquot do personalisation because I donlsquot have a deep customer database
bull (Or Because people wonlsquot register on my site)
Incentives ndashOffer Value to Receive Valuable Information
Other Simple Profile Based Targetingbull From refering site (ie Bridescom)bull Based on site path analytics (If Suite +
WAP then show business promos)bull From language selection
Adding Value as an Intermediarybull Widest choice (coverage ratings experience etc)bull Exceptional user experience (simple design etc)bull Great technology (algorithm search etc)bull Best prices amp availability (benchmarking guarantees
etc)bull Guest generated content (scores reviews etc)bull Special offers (deals promotion emails etc)bull Supporting promotion (offline online emails etc)bull Offering alternate channelsbull Quality customer service processesbull Loyal customers (right hotelright price)
Customer Access and Products bull Consumers are looking for1048713
bull Pricebull Valuebull Choicebull InspirationResearchbull Conveniencebull hellipand expect Service and Trust
bull Online Consumers access viabull General Search Enginesbull Meta-Search Enginesbull Full-Service Travel Sites
Change brings OpportunitiesThe change in consumer buying habits
bull Consumers are becoming more independentbull Consumers demand control choice flexibility valuebull Consumers expect to quickly find clear pricebuy option in
real-timebull Consumers are increasingly buying onlinehellip
bull Creates more opportunities for the smart retailer to
bull Increase customer base via access to range of products with choice-value-flexibility
bull Offer better price options with opaque pricingbull Provide suppliers with access to a huge e-customer base
and e-process savingsbull Improve return in stand alone components under margin
pressurebull Deliver price value choice convenience and service
through scale
E-Business examples (2)
Most Relevant Content to Hilton Hotels Customers
What content is most relevant to your particular customers
bull Images Images Imagesbull Descriptive Content ndashexamples
bull Leisure facilitiesbull Blackout Curtainsbull Car Parkingbull Restaurant amp Barbull Menusbull Meeting amp Conference Facilitiesbull Destination Content
bull Mapsbull Driving Directionsbull The Brand ldquofeelrdquoof the content
What content can you display on your website that you cant deliver through other channelsbull Global list of hotelsbull Rates and availability by hotel and by regionbull Images and descriptive text at the control of
the userbull Depth Convenience Richness amp User
Experiencebull Clickable mapsbull Driving directionsbull 360 degree toursbull Factsheets
Culturally Relevant eCommerce Offerings
bull How can you make your e-commerce offerings culturally relevant for a global marketplace
1 Understand cultural relevance versus Location Price Service BrandProducts
2 Know your Markets Titles ndashNordic amp Japan Branding
3 Understand amp measure online customer behaviour amp conversion through accurate web-metrics
4 Test sensitivity to marketing campaigns over time
5 Develope survey capability in your websites
6 Understand your competitors ndashand your customerrsquos views of them in different markets
7 Ensure you have mechanisms in place to gather and act on local customer feedback from all of your markets
8 Clickstream amp Referrer analysis
9 The challenge is to iteratively present your products and brand in a way that is both personal and relevant to your online customer
Recommendation systemsbull Recommondation systems help
customers make more informed decisions in less time
bull Recommendation systems allows to build customized packages (eg mass-customization and personalization)
bull The site asks users to indicate their needs and constraints (eg preferences interests budget) by selecting the options available under a list of questions
(Source Electronic Commerce 2008)
Recommendation systems IIbull The system then compares the user
inputs with attributes of a list of available products and services in the database
bull By exploiting content-based recommendation technology it is possible for company to achieve a higher browser-to-buyer conversion rate
Mobile Marketing
bull Mobile marketing covering two key areas of activity
1 Mobile Customer Servicendash Mobile customer services embraces a
whole host of activities designed to improve or augment the customer service provided by a brand or business to its customersvia the mobile phone
Mobile marketing
2 Mobile Sales Promotionndash In mobile sales promotion campaigns
mobile is most often used as the response mechanism to an offer publicised via other media
ndash In a lsquotext amp winrsquo campaign for example a brand may run a competition to win a car on special packs of the brand in supermarkets
Mobile cases
bull Car insurance company Solus Norwich Union provides an SMS alert service to inform customers of the progress of repairs on their cars
bull DataServe UK enables its customers to read their own gas and electricity meters and text the reading in to the company resulting in savings which can be passed back to customers
Mobile Marketing WHY DOES SMS MAKE BUSINESS SENSEbull Real time delivery A SMS is typically delivered within
seconds and therefore valuable for time critical informationbull High reach The number of people with a mobile device in
their hand is growing at an exponential rate globallybull High response rates SMS enjoys a higher response rate
than email as it is targeted and personal and is less invasive than a telephone call
bull Cost effectiveness SMS makes the most financial sense especially for SMEs wanting to communicate with an audience on the move Bulk buying lowers the cost even more
bull Automation integration with your existing operational software and systems is easy and SMS sending can be automated
bull Trackable ROI reporting allows you to determine exactly how effective you campaigns have been
Source Clickatell 2007
Thesis 1
bull Popular conception The Internet introduces new ways of communicating that entirely exceed the grasp of mankind as we know it
bull Reality Successful online sales and conversion depends on establishing bdquoold fashionedldquopersonalized communication
bull The goal is to mimic personalised in-store experiences
Most Companies Still Use the Web to ldquoDisplayrdquobull According to Jupiter research study (2004) 76 of Web sites
ndash Simply display information delivering the same content to all visitors
ndash Cannot address the needs goals and characteristics of specific target audiences
ndash Have few if any measurable success criteria
Advantages of Online Marketingbull Why is the Web the ideal marketing channel
bull Targetablendash Reach global and niche markets ndash Target content and experiences to specific segments
bull Measurablendash Easily track and measure resultsndash Get immediate feedback
bull Dynamicndash Quickly launch campaignsndash Change messages and offers on the fly
Online rule 1
bull Customers know what they want Your job is to let them have it
bull Every customer has unique needs + they know what they want Your job is
Personalised targeted messages for different visitor segments
Customer Demands Source Forrester (2005)
bull More contentbull With increasing levels of context
(segment device location role time) bull In order to drive more meaningful
interactionsbull Meaningful means
ndash Personalisedndash Individualizedndash Interactivendash Dynamic
Content Is Royal But Context Is King bull Display different content based onbull Conversion level
ndash Lookersndash Buyersndash Past customer
bull Refering partnerbull Geographybull CRM profile (explicit)bull Site usage history (anonymous)
MYTH 2
bull I canlsquot do personalisation because I donlsquot have a deep customer database
bull (Or Because people wonlsquot register on my site)
Incentives ndashOffer Value to Receive Valuable Information
Other Simple Profile Based Targetingbull From refering site (ie Bridescom)bull Based on site path analytics (If Suite +
WAP then show business promos)bull From language selection
Adding Value as an Intermediarybull Widest choice (coverage ratings experience etc)bull Exceptional user experience (simple design etc)bull Great technology (algorithm search etc)bull Best prices amp availability (benchmarking guarantees
etc)bull Guest generated content (scores reviews etc)bull Special offers (deals promotion emails etc)bull Supporting promotion (offline online emails etc)bull Offering alternate channelsbull Quality customer service processesbull Loyal customers (right hotelright price)
Customer Access and Products bull Consumers are looking for1048713
bull Pricebull Valuebull Choicebull InspirationResearchbull Conveniencebull hellipand expect Service and Trust
bull Online Consumers access viabull General Search Enginesbull Meta-Search Enginesbull Full-Service Travel Sites
Change brings OpportunitiesThe change in consumer buying habits
bull Consumers are becoming more independentbull Consumers demand control choice flexibility valuebull Consumers expect to quickly find clear pricebuy option in
real-timebull Consumers are increasingly buying onlinehellip
bull Creates more opportunities for the smart retailer to
bull Increase customer base via access to range of products with choice-value-flexibility
bull Offer better price options with opaque pricingbull Provide suppliers with access to a huge e-customer base
and e-process savingsbull Improve return in stand alone components under margin
pressurebull Deliver price value choice convenience and service
through scale
E-Business examples (2)
Most Relevant Content to Hilton Hotels Customers
What content is most relevant to your particular customers
bull Images Images Imagesbull Descriptive Content ndashexamples
bull Leisure facilitiesbull Blackout Curtainsbull Car Parkingbull Restaurant amp Barbull Menusbull Meeting amp Conference Facilitiesbull Destination Content
bull Mapsbull Driving Directionsbull The Brand ldquofeelrdquoof the content
What content can you display on your website that you cant deliver through other channelsbull Global list of hotelsbull Rates and availability by hotel and by regionbull Images and descriptive text at the control of
the userbull Depth Convenience Richness amp User
Experiencebull Clickable mapsbull Driving directionsbull 360 degree toursbull Factsheets
Culturally Relevant eCommerce Offerings
bull How can you make your e-commerce offerings culturally relevant for a global marketplace
1 Understand cultural relevance versus Location Price Service BrandProducts
2 Know your Markets Titles ndashNordic amp Japan Branding
3 Understand amp measure online customer behaviour amp conversion through accurate web-metrics
4 Test sensitivity to marketing campaigns over time
5 Develope survey capability in your websites
6 Understand your competitors ndashand your customerrsquos views of them in different markets
7 Ensure you have mechanisms in place to gather and act on local customer feedback from all of your markets
8 Clickstream amp Referrer analysis
9 The challenge is to iteratively present your products and brand in a way that is both personal and relevant to your online customer
Recommendation systemsbull Recommondation systems help
customers make more informed decisions in less time
bull Recommendation systems allows to build customized packages (eg mass-customization and personalization)
bull The site asks users to indicate their needs and constraints (eg preferences interests budget) by selecting the options available under a list of questions
(Source Electronic Commerce 2008)
Recommendation systems IIbull The system then compares the user
inputs with attributes of a list of available products and services in the database
bull By exploiting content-based recommendation technology it is possible for company to achieve a higher browser-to-buyer conversion rate
Mobile Marketing
bull Mobile marketing covering two key areas of activity
1 Mobile Customer Servicendash Mobile customer services embraces a
whole host of activities designed to improve or augment the customer service provided by a brand or business to its customersvia the mobile phone
Mobile marketing
2 Mobile Sales Promotionndash In mobile sales promotion campaigns
mobile is most often used as the response mechanism to an offer publicised via other media
ndash In a lsquotext amp winrsquo campaign for example a brand may run a competition to win a car on special packs of the brand in supermarkets
Mobile cases
bull Car insurance company Solus Norwich Union provides an SMS alert service to inform customers of the progress of repairs on their cars
bull DataServe UK enables its customers to read their own gas and electricity meters and text the reading in to the company resulting in savings which can be passed back to customers
Mobile Marketing WHY DOES SMS MAKE BUSINESS SENSEbull Real time delivery A SMS is typically delivered within
seconds and therefore valuable for time critical informationbull High reach The number of people with a mobile device in
their hand is growing at an exponential rate globallybull High response rates SMS enjoys a higher response rate
than email as it is targeted and personal and is less invasive than a telephone call
bull Cost effectiveness SMS makes the most financial sense especially for SMEs wanting to communicate with an audience on the move Bulk buying lowers the cost even more
bull Automation integration with your existing operational software and systems is easy and SMS sending can be automated
bull Trackable ROI reporting allows you to determine exactly how effective you campaigns have been
Source Clickatell 2007
Most Companies Still Use the Web to ldquoDisplayrdquobull According to Jupiter research study (2004) 76 of Web sites
ndash Simply display information delivering the same content to all visitors
ndash Cannot address the needs goals and characteristics of specific target audiences
ndash Have few if any measurable success criteria
Advantages of Online Marketingbull Why is the Web the ideal marketing channel
bull Targetablendash Reach global and niche markets ndash Target content and experiences to specific segments
bull Measurablendash Easily track and measure resultsndash Get immediate feedback
bull Dynamicndash Quickly launch campaignsndash Change messages and offers on the fly
Online rule 1
bull Customers know what they want Your job is to let them have it
bull Every customer has unique needs + they know what they want Your job is
Personalised targeted messages for different visitor segments
Customer Demands Source Forrester (2005)
bull More contentbull With increasing levels of context
(segment device location role time) bull In order to drive more meaningful
interactionsbull Meaningful means
ndash Personalisedndash Individualizedndash Interactivendash Dynamic
Content Is Royal But Context Is King bull Display different content based onbull Conversion level
ndash Lookersndash Buyersndash Past customer
bull Refering partnerbull Geographybull CRM profile (explicit)bull Site usage history (anonymous)
MYTH 2
bull I canlsquot do personalisation because I donlsquot have a deep customer database
bull (Or Because people wonlsquot register on my site)
Incentives ndashOffer Value to Receive Valuable Information
Other Simple Profile Based Targetingbull From refering site (ie Bridescom)bull Based on site path analytics (If Suite +
WAP then show business promos)bull From language selection
Adding Value as an Intermediarybull Widest choice (coverage ratings experience etc)bull Exceptional user experience (simple design etc)bull Great technology (algorithm search etc)bull Best prices amp availability (benchmarking guarantees
etc)bull Guest generated content (scores reviews etc)bull Special offers (deals promotion emails etc)bull Supporting promotion (offline online emails etc)bull Offering alternate channelsbull Quality customer service processesbull Loyal customers (right hotelright price)
Customer Access and Products bull Consumers are looking for1048713
bull Pricebull Valuebull Choicebull InspirationResearchbull Conveniencebull hellipand expect Service and Trust
bull Online Consumers access viabull General Search Enginesbull Meta-Search Enginesbull Full-Service Travel Sites
Change brings OpportunitiesThe change in consumer buying habits
bull Consumers are becoming more independentbull Consumers demand control choice flexibility valuebull Consumers expect to quickly find clear pricebuy option in
real-timebull Consumers are increasingly buying onlinehellip
bull Creates more opportunities for the smart retailer to
bull Increase customer base via access to range of products with choice-value-flexibility
bull Offer better price options with opaque pricingbull Provide suppliers with access to a huge e-customer base
and e-process savingsbull Improve return in stand alone components under margin
pressurebull Deliver price value choice convenience and service
through scale
E-Business examples (2)
Most Relevant Content to Hilton Hotels Customers
What content is most relevant to your particular customers
bull Images Images Imagesbull Descriptive Content ndashexamples
bull Leisure facilitiesbull Blackout Curtainsbull Car Parkingbull Restaurant amp Barbull Menusbull Meeting amp Conference Facilitiesbull Destination Content
bull Mapsbull Driving Directionsbull The Brand ldquofeelrdquoof the content
What content can you display on your website that you cant deliver through other channelsbull Global list of hotelsbull Rates and availability by hotel and by regionbull Images and descriptive text at the control of
the userbull Depth Convenience Richness amp User
Experiencebull Clickable mapsbull Driving directionsbull 360 degree toursbull Factsheets
Culturally Relevant eCommerce Offerings
bull How can you make your e-commerce offerings culturally relevant for a global marketplace
1 Understand cultural relevance versus Location Price Service BrandProducts
2 Know your Markets Titles ndashNordic amp Japan Branding
3 Understand amp measure online customer behaviour amp conversion through accurate web-metrics
4 Test sensitivity to marketing campaigns over time
5 Develope survey capability in your websites
6 Understand your competitors ndashand your customerrsquos views of them in different markets
7 Ensure you have mechanisms in place to gather and act on local customer feedback from all of your markets
8 Clickstream amp Referrer analysis
9 The challenge is to iteratively present your products and brand in a way that is both personal and relevant to your online customer
Recommendation systemsbull Recommondation systems help
customers make more informed decisions in less time
bull Recommendation systems allows to build customized packages (eg mass-customization and personalization)
bull The site asks users to indicate their needs and constraints (eg preferences interests budget) by selecting the options available under a list of questions
(Source Electronic Commerce 2008)
Recommendation systems IIbull The system then compares the user
inputs with attributes of a list of available products and services in the database
bull By exploiting content-based recommendation technology it is possible for company to achieve a higher browser-to-buyer conversion rate
Mobile Marketing
bull Mobile marketing covering two key areas of activity
1 Mobile Customer Servicendash Mobile customer services embraces a
whole host of activities designed to improve or augment the customer service provided by a brand or business to its customersvia the mobile phone
Mobile marketing
2 Mobile Sales Promotionndash In mobile sales promotion campaigns
mobile is most often used as the response mechanism to an offer publicised via other media
ndash In a lsquotext amp winrsquo campaign for example a brand may run a competition to win a car on special packs of the brand in supermarkets
Mobile cases
bull Car insurance company Solus Norwich Union provides an SMS alert service to inform customers of the progress of repairs on their cars
bull DataServe UK enables its customers to read their own gas and electricity meters and text the reading in to the company resulting in savings which can be passed back to customers
Mobile Marketing WHY DOES SMS MAKE BUSINESS SENSEbull Real time delivery A SMS is typically delivered within
seconds and therefore valuable for time critical informationbull High reach The number of people with a mobile device in
their hand is growing at an exponential rate globallybull High response rates SMS enjoys a higher response rate
than email as it is targeted and personal and is less invasive than a telephone call
bull Cost effectiveness SMS makes the most financial sense especially for SMEs wanting to communicate with an audience on the move Bulk buying lowers the cost even more
bull Automation integration with your existing operational software and systems is easy and SMS sending can be automated
bull Trackable ROI reporting allows you to determine exactly how effective you campaigns have been
Source Clickatell 2007
Advantages of Online Marketingbull Why is the Web the ideal marketing channel
bull Targetablendash Reach global and niche markets ndash Target content and experiences to specific segments
bull Measurablendash Easily track and measure resultsndash Get immediate feedback
bull Dynamicndash Quickly launch campaignsndash Change messages and offers on the fly
Online rule 1
bull Customers know what they want Your job is to let them have it
bull Every customer has unique needs + they know what they want Your job is
Personalised targeted messages for different visitor segments
Customer Demands Source Forrester (2005)
bull More contentbull With increasing levels of context
(segment device location role time) bull In order to drive more meaningful
interactionsbull Meaningful means
ndash Personalisedndash Individualizedndash Interactivendash Dynamic
Content Is Royal But Context Is King bull Display different content based onbull Conversion level
ndash Lookersndash Buyersndash Past customer
bull Refering partnerbull Geographybull CRM profile (explicit)bull Site usage history (anonymous)
MYTH 2
bull I canlsquot do personalisation because I donlsquot have a deep customer database
bull (Or Because people wonlsquot register on my site)
Incentives ndashOffer Value to Receive Valuable Information
Other Simple Profile Based Targetingbull From refering site (ie Bridescom)bull Based on site path analytics (If Suite +
WAP then show business promos)bull From language selection
Adding Value as an Intermediarybull Widest choice (coverage ratings experience etc)bull Exceptional user experience (simple design etc)bull Great technology (algorithm search etc)bull Best prices amp availability (benchmarking guarantees
etc)bull Guest generated content (scores reviews etc)bull Special offers (deals promotion emails etc)bull Supporting promotion (offline online emails etc)bull Offering alternate channelsbull Quality customer service processesbull Loyal customers (right hotelright price)
Customer Access and Products bull Consumers are looking for1048713
bull Pricebull Valuebull Choicebull InspirationResearchbull Conveniencebull hellipand expect Service and Trust
bull Online Consumers access viabull General Search Enginesbull Meta-Search Enginesbull Full-Service Travel Sites
Change brings OpportunitiesThe change in consumer buying habits
bull Consumers are becoming more independentbull Consumers demand control choice flexibility valuebull Consumers expect to quickly find clear pricebuy option in
real-timebull Consumers are increasingly buying onlinehellip
bull Creates more opportunities for the smart retailer to
bull Increase customer base via access to range of products with choice-value-flexibility
bull Offer better price options with opaque pricingbull Provide suppliers with access to a huge e-customer base
and e-process savingsbull Improve return in stand alone components under margin
pressurebull Deliver price value choice convenience and service
through scale
E-Business examples (2)
Most Relevant Content to Hilton Hotels Customers
What content is most relevant to your particular customers
bull Images Images Imagesbull Descriptive Content ndashexamples
bull Leisure facilitiesbull Blackout Curtainsbull Car Parkingbull Restaurant amp Barbull Menusbull Meeting amp Conference Facilitiesbull Destination Content
bull Mapsbull Driving Directionsbull The Brand ldquofeelrdquoof the content
What content can you display on your website that you cant deliver through other channelsbull Global list of hotelsbull Rates and availability by hotel and by regionbull Images and descriptive text at the control of
the userbull Depth Convenience Richness amp User
Experiencebull Clickable mapsbull Driving directionsbull 360 degree toursbull Factsheets
Culturally Relevant eCommerce Offerings
bull How can you make your e-commerce offerings culturally relevant for a global marketplace
1 Understand cultural relevance versus Location Price Service BrandProducts
2 Know your Markets Titles ndashNordic amp Japan Branding
3 Understand amp measure online customer behaviour amp conversion through accurate web-metrics
4 Test sensitivity to marketing campaigns over time
5 Develope survey capability in your websites
6 Understand your competitors ndashand your customerrsquos views of them in different markets
7 Ensure you have mechanisms in place to gather and act on local customer feedback from all of your markets
8 Clickstream amp Referrer analysis
9 The challenge is to iteratively present your products and brand in a way that is both personal and relevant to your online customer
Recommendation systemsbull Recommondation systems help
customers make more informed decisions in less time
bull Recommendation systems allows to build customized packages (eg mass-customization and personalization)
bull The site asks users to indicate their needs and constraints (eg preferences interests budget) by selecting the options available under a list of questions
(Source Electronic Commerce 2008)
Recommendation systems IIbull The system then compares the user
inputs with attributes of a list of available products and services in the database
bull By exploiting content-based recommendation technology it is possible for company to achieve a higher browser-to-buyer conversion rate
Mobile Marketing
bull Mobile marketing covering two key areas of activity
1 Mobile Customer Servicendash Mobile customer services embraces a
whole host of activities designed to improve or augment the customer service provided by a brand or business to its customersvia the mobile phone
Mobile marketing
2 Mobile Sales Promotionndash In mobile sales promotion campaigns
mobile is most often used as the response mechanism to an offer publicised via other media
ndash In a lsquotext amp winrsquo campaign for example a brand may run a competition to win a car on special packs of the brand in supermarkets
Mobile cases
bull Car insurance company Solus Norwich Union provides an SMS alert service to inform customers of the progress of repairs on their cars
bull DataServe UK enables its customers to read their own gas and electricity meters and text the reading in to the company resulting in savings which can be passed back to customers
Mobile Marketing WHY DOES SMS MAKE BUSINESS SENSEbull Real time delivery A SMS is typically delivered within
seconds and therefore valuable for time critical informationbull High reach The number of people with a mobile device in
their hand is growing at an exponential rate globallybull High response rates SMS enjoys a higher response rate
than email as it is targeted and personal and is less invasive than a telephone call
bull Cost effectiveness SMS makes the most financial sense especially for SMEs wanting to communicate with an audience on the move Bulk buying lowers the cost even more
bull Automation integration with your existing operational software and systems is easy and SMS sending can be automated
bull Trackable ROI reporting allows you to determine exactly how effective you campaigns have been
Source Clickatell 2007
Online rule 1
bull Customers know what they want Your job is to let them have it
bull Every customer has unique needs + they know what they want Your job is
Personalised targeted messages for different visitor segments
Customer Demands Source Forrester (2005)
bull More contentbull With increasing levels of context
(segment device location role time) bull In order to drive more meaningful
interactionsbull Meaningful means
ndash Personalisedndash Individualizedndash Interactivendash Dynamic
Content Is Royal But Context Is King bull Display different content based onbull Conversion level
ndash Lookersndash Buyersndash Past customer
bull Refering partnerbull Geographybull CRM profile (explicit)bull Site usage history (anonymous)
MYTH 2
bull I canlsquot do personalisation because I donlsquot have a deep customer database
bull (Or Because people wonlsquot register on my site)
Incentives ndashOffer Value to Receive Valuable Information
Other Simple Profile Based Targetingbull From refering site (ie Bridescom)bull Based on site path analytics (If Suite +
WAP then show business promos)bull From language selection
Adding Value as an Intermediarybull Widest choice (coverage ratings experience etc)bull Exceptional user experience (simple design etc)bull Great technology (algorithm search etc)bull Best prices amp availability (benchmarking guarantees
etc)bull Guest generated content (scores reviews etc)bull Special offers (deals promotion emails etc)bull Supporting promotion (offline online emails etc)bull Offering alternate channelsbull Quality customer service processesbull Loyal customers (right hotelright price)
Customer Access and Products bull Consumers are looking for1048713
bull Pricebull Valuebull Choicebull InspirationResearchbull Conveniencebull hellipand expect Service and Trust
bull Online Consumers access viabull General Search Enginesbull Meta-Search Enginesbull Full-Service Travel Sites
Change brings OpportunitiesThe change in consumer buying habits
bull Consumers are becoming more independentbull Consumers demand control choice flexibility valuebull Consumers expect to quickly find clear pricebuy option in
real-timebull Consumers are increasingly buying onlinehellip
bull Creates more opportunities for the smart retailer to
bull Increase customer base via access to range of products with choice-value-flexibility
bull Offer better price options with opaque pricingbull Provide suppliers with access to a huge e-customer base
and e-process savingsbull Improve return in stand alone components under margin
pressurebull Deliver price value choice convenience and service
through scale
E-Business examples (2)
Most Relevant Content to Hilton Hotels Customers
What content is most relevant to your particular customers
bull Images Images Imagesbull Descriptive Content ndashexamples
bull Leisure facilitiesbull Blackout Curtainsbull Car Parkingbull Restaurant amp Barbull Menusbull Meeting amp Conference Facilitiesbull Destination Content
bull Mapsbull Driving Directionsbull The Brand ldquofeelrdquoof the content
What content can you display on your website that you cant deliver through other channelsbull Global list of hotelsbull Rates and availability by hotel and by regionbull Images and descriptive text at the control of
the userbull Depth Convenience Richness amp User
Experiencebull Clickable mapsbull Driving directionsbull 360 degree toursbull Factsheets
Culturally Relevant eCommerce Offerings
bull How can you make your e-commerce offerings culturally relevant for a global marketplace
1 Understand cultural relevance versus Location Price Service BrandProducts
2 Know your Markets Titles ndashNordic amp Japan Branding
3 Understand amp measure online customer behaviour amp conversion through accurate web-metrics
4 Test sensitivity to marketing campaigns over time
5 Develope survey capability in your websites
6 Understand your competitors ndashand your customerrsquos views of them in different markets
7 Ensure you have mechanisms in place to gather and act on local customer feedback from all of your markets
8 Clickstream amp Referrer analysis
9 The challenge is to iteratively present your products and brand in a way that is both personal and relevant to your online customer
Recommendation systemsbull Recommondation systems help
customers make more informed decisions in less time
bull Recommendation systems allows to build customized packages (eg mass-customization and personalization)
bull The site asks users to indicate their needs and constraints (eg preferences interests budget) by selecting the options available under a list of questions
(Source Electronic Commerce 2008)
Recommendation systems IIbull The system then compares the user
inputs with attributes of a list of available products and services in the database
bull By exploiting content-based recommendation technology it is possible for company to achieve a higher browser-to-buyer conversion rate
Mobile Marketing
bull Mobile marketing covering two key areas of activity
1 Mobile Customer Servicendash Mobile customer services embraces a
whole host of activities designed to improve or augment the customer service provided by a brand or business to its customersvia the mobile phone
Mobile marketing
2 Mobile Sales Promotionndash In mobile sales promotion campaigns
mobile is most often used as the response mechanism to an offer publicised via other media
ndash In a lsquotext amp winrsquo campaign for example a brand may run a competition to win a car on special packs of the brand in supermarkets
Mobile cases
bull Car insurance company Solus Norwich Union provides an SMS alert service to inform customers of the progress of repairs on their cars
bull DataServe UK enables its customers to read their own gas and electricity meters and text the reading in to the company resulting in savings which can be passed back to customers
Mobile Marketing WHY DOES SMS MAKE BUSINESS SENSEbull Real time delivery A SMS is typically delivered within
seconds and therefore valuable for time critical informationbull High reach The number of people with a mobile device in
their hand is growing at an exponential rate globallybull High response rates SMS enjoys a higher response rate
than email as it is targeted and personal and is less invasive than a telephone call
bull Cost effectiveness SMS makes the most financial sense especially for SMEs wanting to communicate with an audience on the move Bulk buying lowers the cost even more
bull Automation integration with your existing operational software and systems is easy and SMS sending can be automated
bull Trackable ROI reporting allows you to determine exactly how effective you campaigns have been
Source Clickatell 2007
Customer Demands Source Forrester (2005)
bull More contentbull With increasing levels of context
(segment device location role time) bull In order to drive more meaningful
interactionsbull Meaningful means
ndash Personalisedndash Individualizedndash Interactivendash Dynamic
Content Is Royal But Context Is King bull Display different content based onbull Conversion level
ndash Lookersndash Buyersndash Past customer
bull Refering partnerbull Geographybull CRM profile (explicit)bull Site usage history (anonymous)
MYTH 2
bull I canlsquot do personalisation because I donlsquot have a deep customer database
bull (Or Because people wonlsquot register on my site)
Incentives ndashOffer Value to Receive Valuable Information
Other Simple Profile Based Targetingbull From refering site (ie Bridescom)bull Based on site path analytics (If Suite +
WAP then show business promos)bull From language selection
Adding Value as an Intermediarybull Widest choice (coverage ratings experience etc)bull Exceptional user experience (simple design etc)bull Great technology (algorithm search etc)bull Best prices amp availability (benchmarking guarantees
etc)bull Guest generated content (scores reviews etc)bull Special offers (deals promotion emails etc)bull Supporting promotion (offline online emails etc)bull Offering alternate channelsbull Quality customer service processesbull Loyal customers (right hotelright price)
Customer Access and Products bull Consumers are looking for1048713
bull Pricebull Valuebull Choicebull InspirationResearchbull Conveniencebull hellipand expect Service and Trust
bull Online Consumers access viabull General Search Enginesbull Meta-Search Enginesbull Full-Service Travel Sites
Change brings OpportunitiesThe change in consumer buying habits
bull Consumers are becoming more independentbull Consumers demand control choice flexibility valuebull Consumers expect to quickly find clear pricebuy option in
real-timebull Consumers are increasingly buying onlinehellip
bull Creates more opportunities for the smart retailer to
bull Increase customer base via access to range of products with choice-value-flexibility
bull Offer better price options with opaque pricingbull Provide suppliers with access to a huge e-customer base
and e-process savingsbull Improve return in stand alone components under margin
pressurebull Deliver price value choice convenience and service
through scale
E-Business examples (2)
Most Relevant Content to Hilton Hotels Customers
What content is most relevant to your particular customers
bull Images Images Imagesbull Descriptive Content ndashexamples
bull Leisure facilitiesbull Blackout Curtainsbull Car Parkingbull Restaurant amp Barbull Menusbull Meeting amp Conference Facilitiesbull Destination Content
bull Mapsbull Driving Directionsbull The Brand ldquofeelrdquoof the content
What content can you display on your website that you cant deliver through other channelsbull Global list of hotelsbull Rates and availability by hotel and by regionbull Images and descriptive text at the control of
the userbull Depth Convenience Richness amp User
Experiencebull Clickable mapsbull Driving directionsbull 360 degree toursbull Factsheets
Culturally Relevant eCommerce Offerings
bull How can you make your e-commerce offerings culturally relevant for a global marketplace
1 Understand cultural relevance versus Location Price Service BrandProducts
2 Know your Markets Titles ndashNordic amp Japan Branding
3 Understand amp measure online customer behaviour amp conversion through accurate web-metrics
4 Test sensitivity to marketing campaigns over time
5 Develope survey capability in your websites
6 Understand your competitors ndashand your customerrsquos views of them in different markets
7 Ensure you have mechanisms in place to gather and act on local customer feedback from all of your markets
8 Clickstream amp Referrer analysis
9 The challenge is to iteratively present your products and brand in a way that is both personal and relevant to your online customer
Recommendation systemsbull Recommondation systems help
customers make more informed decisions in less time
bull Recommendation systems allows to build customized packages (eg mass-customization and personalization)
bull The site asks users to indicate their needs and constraints (eg preferences interests budget) by selecting the options available under a list of questions
(Source Electronic Commerce 2008)
Recommendation systems IIbull The system then compares the user
inputs with attributes of a list of available products and services in the database
bull By exploiting content-based recommendation technology it is possible for company to achieve a higher browser-to-buyer conversion rate
Mobile Marketing
bull Mobile marketing covering two key areas of activity
1 Mobile Customer Servicendash Mobile customer services embraces a
whole host of activities designed to improve or augment the customer service provided by a brand or business to its customersvia the mobile phone
Mobile marketing
2 Mobile Sales Promotionndash In mobile sales promotion campaigns
mobile is most often used as the response mechanism to an offer publicised via other media
ndash In a lsquotext amp winrsquo campaign for example a brand may run a competition to win a car on special packs of the brand in supermarkets
Mobile cases
bull Car insurance company Solus Norwich Union provides an SMS alert service to inform customers of the progress of repairs on their cars
bull DataServe UK enables its customers to read their own gas and electricity meters and text the reading in to the company resulting in savings which can be passed back to customers
Mobile Marketing WHY DOES SMS MAKE BUSINESS SENSEbull Real time delivery A SMS is typically delivered within
seconds and therefore valuable for time critical informationbull High reach The number of people with a mobile device in
their hand is growing at an exponential rate globallybull High response rates SMS enjoys a higher response rate
than email as it is targeted and personal and is less invasive than a telephone call
bull Cost effectiveness SMS makes the most financial sense especially for SMEs wanting to communicate with an audience on the move Bulk buying lowers the cost even more
bull Automation integration with your existing operational software and systems is easy and SMS sending can be automated
bull Trackable ROI reporting allows you to determine exactly how effective you campaigns have been
Source Clickatell 2007
Content Is Royal But Context Is King bull Display different content based onbull Conversion level
ndash Lookersndash Buyersndash Past customer
bull Refering partnerbull Geographybull CRM profile (explicit)bull Site usage history (anonymous)
MYTH 2
bull I canlsquot do personalisation because I donlsquot have a deep customer database
bull (Or Because people wonlsquot register on my site)
Incentives ndashOffer Value to Receive Valuable Information
Other Simple Profile Based Targetingbull From refering site (ie Bridescom)bull Based on site path analytics (If Suite +
WAP then show business promos)bull From language selection
Adding Value as an Intermediarybull Widest choice (coverage ratings experience etc)bull Exceptional user experience (simple design etc)bull Great technology (algorithm search etc)bull Best prices amp availability (benchmarking guarantees
etc)bull Guest generated content (scores reviews etc)bull Special offers (deals promotion emails etc)bull Supporting promotion (offline online emails etc)bull Offering alternate channelsbull Quality customer service processesbull Loyal customers (right hotelright price)
Customer Access and Products bull Consumers are looking for1048713
bull Pricebull Valuebull Choicebull InspirationResearchbull Conveniencebull hellipand expect Service and Trust
bull Online Consumers access viabull General Search Enginesbull Meta-Search Enginesbull Full-Service Travel Sites
Change brings OpportunitiesThe change in consumer buying habits
bull Consumers are becoming more independentbull Consumers demand control choice flexibility valuebull Consumers expect to quickly find clear pricebuy option in
real-timebull Consumers are increasingly buying onlinehellip
bull Creates more opportunities for the smart retailer to
bull Increase customer base via access to range of products with choice-value-flexibility
bull Offer better price options with opaque pricingbull Provide suppliers with access to a huge e-customer base
and e-process savingsbull Improve return in stand alone components under margin
pressurebull Deliver price value choice convenience and service
through scale
E-Business examples (2)
Most Relevant Content to Hilton Hotels Customers
What content is most relevant to your particular customers
bull Images Images Imagesbull Descriptive Content ndashexamples
bull Leisure facilitiesbull Blackout Curtainsbull Car Parkingbull Restaurant amp Barbull Menusbull Meeting amp Conference Facilitiesbull Destination Content
bull Mapsbull Driving Directionsbull The Brand ldquofeelrdquoof the content
What content can you display on your website that you cant deliver through other channelsbull Global list of hotelsbull Rates and availability by hotel and by regionbull Images and descriptive text at the control of
the userbull Depth Convenience Richness amp User
Experiencebull Clickable mapsbull Driving directionsbull 360 degree toursbull Factsheets
Culturally Relevant eCommerce Offerings
bull How can you make your e-commerce offerings culturally relevant for a global marketplace
1 Understand cultural relevance versus Location Price Service BrandProducts
2 Know your Markets Titles ndashNordic amp Japan Branding
3 Understand amp measure online customer behaviour amp conversion through accurate web-metrics
4 Test sensitivity to marketing campaigns over time
5 Develope survey capability in your websites
6 Understand your competitors ndashand your customerrsquos views of them in different markets
7 Ensure you have mechanisms in place to gather and act on local customer feedback from all of your markets
8 Clickstream amp Referrer analysis
9 The challenge is to iteratively present your products and brand in a way that is both personal and relevant to your online customer
Recommendation systemsbull Recommondation systems help
customers make more informed decisions in less time
bull Recommendation systems allows to build customized packages (eg mass-customization and personalization)
bull The site asks users to indicate their needs and constraints (eg preferences interests budget) by selecting the options available under a list of questions
(Source Electronic Commerce 2008)
Recommendation systems IIbull The system then compares the user
inputs with attributes of a list of available products and services in the database
bull By exploiting content-based recommendation technology it is possible for company to achieve a higher browser-to-buyer conversion rate
Mobile Marketing
bull Mobile marketing covering two key areas of activity
1 Mobile Customer Servicendash Mobile customer services embraces a
whole host of activities designed to improve or augment the customer service provided by a brand or business to its customersvia the mobile phone
Mobile marketing
2 Mobile Sales Promotionndash In mobile sales promotion campaigns
mobile is most often used as the response mechanism to an offer publicised via other media
ndash In a lsquotext amp winrsquo campaign for example a brand may run a competition to win a car on special packs of the brand in supermarkets
Mobile cases
bull Car insurance company Solus Norwich Union provides an SMS alert service to inform customers of the progress of repairs on their cars
bull DataServe UK enables its customers to read their own gas and electricity meters and text the reading in to the company resulting in savings which can be passed back to customers
Mobile Marketing WHY DOES SMS MAKE BUSINESS SENSEbull Real time delivery A SMS is typically delivered within
seconds and therefore valuable for time critical informationbull High reach The number of people with a mobile device in
their hand is growing at an exponential rate globallybull High response rates SMS enjoys a higher response rate
than email as it is targeted and personal and is less invasive than a telephone call
bull Cost effectiveness SMS makes the most financial sense especially for SMEs wanting to communicate with an audience on the move Bulk buying lowers the cost even more
bull Automation integration with your existing operational software and systems is easy and SMS sending can be automated
bull Trackable ROI reporting allows you to determine exactly how effective you campaigns have been
Source Clickatell 2007
MYTH 2
bull I canlsquot do personalisation because I donlsquot have a deep customer database
bull (Or Because people wonlsquot register on my site)
Incentives ndashOffer Value to Receive Valuable Information
Other Simple Profile Based Targetingbull From refering site (ie Bridescom)bull Based on site path analytics (If Suite +
WAP then show business promos)bull From language selection
Adding Value as an Intermediarybull Widest choice (coverage ratings experience etc)bull Exceptional user experience (simple design etc)bull Great technology (algorithm search etc)bull Best prices amp availability (benchmarking guarantees
etc)bull Guest generated content (scores reviews etc)bull Special offers (deals promotion emails etc)bull Supporting promotion (offline online emails etc)bull Offering alternate channelsbull Quality customer service processesbull Loyal customers (right hotelright price)
Customer Access and Products bull Consumers are looking for1048713
bull Pricebull Valuebull Choicebull InspirationResearchbull Conveniencebull hellipand expect Service and Trust
bull Online Consumers access viabull General Search Enginesbull Meta-Search Enginesbull Full-Service Travel Sites
Change brings OpportunitiesThe change in consumer buying habits
bull Consumers are becoming more independentbull Consumers demand control choice flexibility valuebull Consumers expect to quickly find clear pricebuy option in
real-timebull Consumers are increasingly buying onlinehellip
bull Creates more opportunities for the smart retailer to
bull Increase customer base via access to range of products with choice-value-flexibility
bull Offer better price options with opaque pricingbull Provide suppliers with access to a huge e-customer base
and e-process savingsbull Improve return in stand alone components under margin
pressurebull Deliver price value choice convenience and service
through scale
E-Business examples (2)
Most Relevant Content to Hilton Hotels Customers
What content is most relevant to your particular customers
bull Images Images Imagesbull Descriptive Content ndashexamples
bull Leisure facilitiesbull Blackout Curtainsbull Car Parkingbull Restaurant amp Barbull Menusbull Meeting amp Conference Facilitiesbull Destination Content
bull Mapsbull Driving Directionsbull The Brand ldquofeelrdquoof the content
What content can you display on your website that you cant deliver through other channelsbull Global list of hotelsbull Rates and availability by hotel and by regionbull Images and descriptive text at the control of
the userbull Depth Convenience Richness amp User
Experiencebull Clickable mapsbull Driving directionsbull 360 degree toursbull Factsheets
Culturally Relevant eCommerce Offerings
bull How can you make your e-commerce offerings culturally relevant for a global marketplace
1 Understand cultural relevance versus Location Price Service BrandProducts
2 Know your Markets Titles ndashNordic amp Japan Branding
3 Understand amp measure online customer behaviour amp conversion through accurate web-metrics
4 Test sensitivity to marketing campaigns over time
5 Develope survey capability in your websites
6 Understand your competitors ndashand your customerrsquos views of them in different markets
7 Ensure you have mechanisms in place to gather and act on local customer feedback from all of your markets
8 Clickstream amp Referrer analysis
9 The challenge is to iteratively present your products and brand in a way that is both personal and relevant to your online customer
Recommendation systemsbull Recommondation systems help
customers make more informed decisions in less time
bull Recommendation systems allows to build customized packages (eg mass-customization and personalization)
bull The site asks users to indicate their needs and constraints (eg preferences interests budget) by selecting the options available under a list of questions
(Source Electronic Commerce 2008)
Recommendation systems IIbull The system then compares the user
inputs with attributes of a list of available products and services in the database
bull By exploiting content-based recommendation technology it is possible for company to achieve a higher browser-to-buyer conversion rate
Mobile Marketing
bull Mobile marketing covering two key areas of activity
1 Mobile Customer Servicendash Mobile customer services embraces a
whole host of activities designed to improve or augment the customer service provided by a brand or business to its customersvia the mobile phone
Mobile marketing
2 Mobile Sales Promotionndash In mobile sales promotion campaigns
mobile is most often used as the response mechanism to an offer publicised via other media
ndash In a lsquotext amp winrsquo campaign for example a brand may run a competition to win a car on special packs of the brand in supermarkets
Mobile cases
bull Car insurance company Solus Norwich Union provides an SMS alert service to inform customers of the progress of repairs on their cars
bull DataServe UK enables its customers to read their own gas and electricity meters and text the reading in to the company resulting in savings which can be passed back to customers
Mobile Marketing WHY DOES SMS MAKE BUSINESS SENSEbull Real time delivery A SMS is typically delivered within
seconds and therefore valuable for time critical informationbull High reach The number of people with a mobile device in
their hand is growing at an exponential rate globallybull High response rates SMS enjoys a higher response rate
than email as it is targeted and personal and is less invasive than a telephone call
bull Cost effectiveness SMS makes the most financial sense especially for SMEs wanting to communicate with an audience on the move Bulk buying lowers the cost even more
bull Automation integration with your existing operational software and systems is easy and SMS sending can be automated
bull Trackable ROI reporting allows you to determine exactly how effective you campaigns have been
Source Clickatell 2007
Incentives ndashOffer Value to Receive Valuable Information
Other Simple Profile Based Targetingbull From refering site (ie Bridescom)bull Based on site path analytics (If Suite +
WAP then show business promos)bull From language selection
Adding Value as an Intermediarybull Widest choice (coverage ratings experience etc)bull Exceptional user experience (simple design etc)bull Great technology (algorithm search etc)bull Best prices amp availability (benchmarking guarantees
etc)bull Guest generated content (scores reviews etc)bull Special offers (deals promotion emails etc)bull Supporting promotion (offline online emails etc)bull Offering alternate channelsbull Quality customer service processesbull Loyal customers (right hotelright price)
Customer Access and Products bull Consumers are looking for1048713
bull Pricebull Valuebull Choicebull InspirationResearchbull Conveniencebull hellipand expect Service and Trust
bull Online Consumers access viabull General Search Enginesbull Meta-Search Enginesbull Full-Service Travel Sites
Change brings OpportunitiesThe change in consumer buying habits
bull Consumers are becoming more independentbull Consumers demand control choice flexibility valuebull Consumers expect to quickly find clear pricebuy option in
real-timebull Consumers are increasingly buying onlinehellip
bull Creates more opportunities for the smart retailer to
bull Increase customer base via access to range of products with choice-value-flexibility
bull Offer better price options with opaque pricingbull Provide suppliers with access to a huge e-customer base
and e-process savingsbull Improve return in stand alone components under margin
pressurebull Deliver price value choice convenience and service
through scale
E-Business examples (2)
Most Relevant Content to Hilton Hotels Customers
What content is most relevant to your particular customers
bull Images Images Imagesbull Descriptive Content ndashexamples
bull Leisure facilitiesbull Blackout Curtainsbull Car Parkingbull Restaurant amp Barbull Menusbull Meeting amp Conference Facilitiesbull Destination Content
bull Mapsbull Driving Directionsbull The Brand ldquofeelrdquoof the content
What content can you display on your website that you cant deliver through other channelsbull Global list of hotelsbull Rates and availability by hotel and by regionbull Images and descriptive text at the control of
the userbull Depth Convenience Richness amp User
Experiencebull Clickable mapsbull Driving directionsbull 360 degree toursbull Factsheets
Culturally Relevant eCommerce Offerings
bull How can you make your e-commerce offerings culturally relevant for a global marketplace
1 Understand cultural relevance versus Location Price Service BrandProducts
2 Know your Markets Titles ndashNordic amp Japan Branding
3 Understand amp measure online customer behaviour amp conversion through accurate web-metrics
4 Test sensitivity to marketing campaigns over time
5 Develope survey capability in your websites
6 Understand your competitors ndashand your customerrsquos views of them in different markets
7 Ensure you have mechanisms in place to gather and act on local customer feedback from all of your markets
8 Clickstream amp Referrer analysis
9 The challenge is to iteratively present your products and brand in a way that is both personal and relevant to your online customer
Recommendation systemsbull Recommondation systems help
customers make more informed decisions in less time
bull Recommendation systems allows to build customized packages (eg mass-customization and personalization)
bull The site asks users to indicate their needs and constraints (eg preferences interests budget) by selecting the options available under a list of questions
(Source Electronic Commerce 2008)
Recommendation systems IIbull The system then compares the user
inputs with attributes of a list of available products and services in the database
bull By exploiting content-based recommendation technology it is possible for company to achieve a higher browser-to-buyer conversion rate
Mobile Marketing
bull Mobile marketing covering two key areas of activity
1 Mobile Customer Servicendash Mobile customer services embraces a
whole host of activities designed to improve or augment the customer service provided by a brand or business to its customersvia the mobile phone
Mobile marketing
2 Mobile Sales Promotionndash In mobile sales promotion campaigns
mobile is most often used as the response mechanism to an offer publicised via other media
ndash In a lsquotext amp winrsquo campaign for example a brand may run a competition to win a car on special packs of the brand in supermarkets
Mobile cases
bull Car insurance company Solus Norwich Union provides an SMS alert service to inform customers of the progress of repairs on their cars
bull DataServe UK enables its customers to read their own gas and electricity meters and text the reading in to the company resulting in savings which can be passed back to customers
Mobile Marketing WHY DOES SMS MAKE BUSINESS SENSEbull Real time delivery A SMS is typically delivered within
seconds and therefore valuable for time critical informationbull High reach The number of people with a mobile device in
their hand is growing at an exponential rate globallybull High response rates SMS enjoys a higher response rate
than email as it is targeted and personal and is less invasive than a telephone call
bull Cost effectiveness SMS makes the most financial sense especially for SMEs wanting to communicate with an audience on the move Bulk buying lowers the cost even more
bull Automation integration with your existing operational software and systems is easy and SMS sending can be automated
bull Trackable ROI reporting allows you to determine exactly how effective you campaigns have been
Source Clickatell 2007
Other Simple Profile Based Targetingbull From refering site (ie Bridescom)bull Based on site path analytics (If Suite +
WAP then show business promos)bull From language selection
Adding Value as an Intermediarybull Widest choice (coverage ratings experience etc)bull Exceptional user experience (simple design etc)bull Great technology (algorithm search etc)bull Best prices amp availability (benchmarking guarantees
etc)bull Guest generated content (scores reviews etc)bull Special offers (deals promotion emails etc)bull Supporting promotion (offline online emails etc)bull Offering alternate channelsbull Quality customer service processesbull Loyal customers (right hotelright price)
Customer Access and Products bull Consumers are looking for1048713
bull Pricebull Valuebull Choicebull InspirationResearchbull Conveniencebull hellipand expect Service and Trust
bull Online Consumers access viabull General Search Enginesbull Meta-Search Enginesbull Full-Service Travel Sites
Change brings OpportunitiesThe change in consumer buying habits
bull Consumers are becoming more independentbull Consumers demand control choice flexibility valuebull Consumers expect to quickly find clear pricebuy option in
real-timebull Consumers are increasingly buying onlinehellip
bull Creates more opportunities for the smart retailer to
bull Increase customer base via access to range of products with choice-value-flexibility
bull Offer better price options with opaque pricingbull Provide suppliers with access to a huge e-customer base
and e-process savingsbull Improve return in stand alone components under margin
pressurebull Deliver price value choice convenience and service
through scale
E-Business examples (2)
Most Relevant Content to Hilton Hotels Customers
What content is most relevant to your particular customers
bull Images Images Imagesbull Descriptive Content ndashexamples
bull Leisure facilitiesbull Blackout Curtainsbull Car Parkingbull Restaurant amp Barbull Menusbull Meeting amp Conference Facilitiesbull Destination Content
bull Mapsbull Driving Directionsbull The Brand ldquofeelrdquoof the content
What content can you display on your website that you cant deliver through other channelsbull Global list of hotelsbull Rates and availability by hotel and by regionbull Images and descriptive text at the control of
the userbull Depth Convenience Richness amp User
Experiencebull Clickable mapsbull Driving directionsbull 360 degree toursbull Factsheets
Culturally Relevant eCommerce Offerings
bull How can you make your e-commerce offerings culturally relevant for a global marketplace
1 Understand cultural relevance versus Location Price Service BrandProducts
2 Know your Markets Titles ndashNordic amp Japan Branding
3 Understand amp measure online customer behaviour amp conversion through accurate web-metrics
4 Test sensitivity to marketing campaigns over time
5 Develope survey capability in your websites
6 Understand your competitors ndashand your customerrsquos views of them in different markets
7 Ensure you have mechanisms in place to gather and act on local customer feedback from all of your markets
8 Clickstream amp Referrer analysis
9 The challenge is to iteratively present your products and brand in a way that is both personal and relevant to your online customer
Recommendation systemsbull Recommondation systems help
customers make more informed decisions in less time
bull Recommendation systems allows to build customized packages (eg mass-customization and personalization)
bull The site asks users to indicate their needs and constraints (eg preferences interests budget) by selecting the options available under a list of questions
(Source Electronic Commerce 2008)
Recommendation systems IIbull The system then compares the user
inputs with attributes of a list of available products and services in the database
bull By exploiting content-based recommendation technology it is possible for company to achieve a higher browser-to-buyer conversion rate
Mobile Marketing
bull Mobile marketing covering two key areas of activity
1 Mobile Customer Servicendash Mobile customer services embraces a
whole host of activities designed to improve or augment the customer service provided by a brand or business to its customersvia the mobile phone
Mobile marketing
2 Mobile Sales Promotionndash In mobile sales promotion campaigns
mobile is most often used as the response mechanism to an offer publicised via other media
ndash In a lsquotext amp winrsquo campaign for example a brand may run a competition to win a car on special packs of the brand in supermarkets
Mobile cases
bull Car insurance company Solus Norwich Union provides an SMS alert service to inform customers of the progress of repairs on their cars
bull DataServe UK enables its customers to read their own gas and electricity meters and text the reading in to the company resulting in savings which can be passed back to customers
Mobile Marketing WHY DOES SMS MAKE BUSINESS SENSEbull Real time delivery A SMS is typically delivered within
seconds and therefore valuable for time critical informationbull High reach The number of people with a mobile device in
their hand is growing at an exponential rate globallybull High response rates SMS enjoys a higher response rate
than email as it is targeted and personal and is less invasive than a telephone call
bull Cost effectiveness SMS makes the most financial sense especially for SMEs wanting to communicate with an audience on the move Bulk buying lowers the cost even more
bull Automation integration with your existing operational software and systems is easy and SMS sending can be automated
bull Trackable ROI reporting allows you to determine exactly how effective you campaigns have been
Source Clickatell 2007
Adding Value as an Intermediarybull Widest choice (coverage ratings experience etc)bull Exceptional user experience (simple design etc)bull Great technology (algorithm search etc)bull Best prices amp availability (benchmarking guarantees
etc)bull Guest generated content (scores reviews etc)bull Special offers (deals promotion emails etc)bull Supporting promotion (offline online emails etc)bull Offering alternate channelsbull Quality customer service processesbull Loyal customers (right hotelright price)
Customer Access and Products bull Consumers are looking for1048713
bull Pricebull Valuebull Choicebull InspirationResearchbull Conveniencebull hellipand expect Service and Trust
bull Online Consumers access viabull General Search Enginesbull Meta-Search Enginesbull Full-Service Travel Sites
Change brings OpportunitiesThe change in consumer buying habits
bull Consumers are becoming more independentbull Consumers demand control choice flexibility valuebull Consumers expect to quickly find clear pricebuy option in
real-timebull Consumers are increasingly buying onlinehellip
bull Creates more opportunities for the smart retailer to
bull Increase customer base via access to range of products with choice-value-flexibility
bull Offer better price options with opaque pricingbull Provide suppliers with access to a huge e-customer base
and e-process savingsbull Improve return in stand alone components under margin
pressurebull Deliver price value choice convenience and service
through scale
E-Business examples (2)
Most Relevant Content to Hilton Hotels Customers
What content is most relevant to your particular customers
bull Images Images Imagesbull Descriptive Content ndashexamples
bull Leisure facilitiesbull Blackout Curtainsbull Car Parkingbull Restaurant amp Barbull Menusbull Meeting amp Conference Facilitiesbull Destination Content
bull Mapsbull Driving Directionsbull The Brand ldquofeelrdquoof the content
What content can you display on your website that you cant deliver through other channelsbull Global list of hotelsbull Rates and availability by hotel and by regionbull Images and descriptive text at the control of
the userbull Depth Convenience Richness amp User
Experiencebull Clickable mapsbull Driving directionsbull 360 degree toursbull Factsheets
Culturally Relevant eCommerce Offerings
bull How can you make your e-commerce offerings culturally relevant for a global marketplace
1 Understand cultural relevance versus Location Price Service BrandProducts
2 Know your Markets Titles ndashNordic amp Japan Branding
3 Understand amp measure online customer behaviour amp conversion through accurate web-metrics
4 Test sensitivity to marketing campaigns over time
5 Develope survey capability in your websites
6 Understand your competitors ndashand your customerrsquos views of them in different markets
7 Ensure you have mechanisms in place to gather and act on local customer feedback from all of your markets
8 Clickstream amp Referrer analysis
9 The challenge is to iteratively present your products and brand in a way that is both personal and relevant to your online customer
Recommendation systemsbull Recommondation systems help
customers make more informed decisions in less time
bull Recommendation systems allows to build customized packages (eg mass-customization and personalization)
bull The site asks users to indicate their needs and constraints (eg preferences interests budget) by selecting the options available under a list of questions
(Source Electronic Commerce 2008)
Recommendation systems IIbull The system then compares the user
inputs with attributes of a list of available products and services in the database
bull By exploiting content-based recommendation technology it is possible for company to achieve a higher browser-to-buyer conversion rate
Mobile Marketing
bull Mobile marketing covering two key areas of activity
1 Mobile Customer Servicendash Mobile customer services embraces a
whole host of activities designed to improve or augment the customer service provided by a brand or business to its customersvia the mobile phone
Mobile marketing
2 Mobile Sales Promotionndash In mobile sales promotion campaigns
mobile is most often used as the response mechanism to an offer publicised via other media
ndash In a lsquotext amp winrsquo campaign for example a brand may run a competition to win a car on special packs of the brand in supermarkets
Mobile cases
bull Car insurance company Solus Norwich Union provides an SMS alert service to inform customers of the progress of repairs on their cars
bull DataServe UK enables its customers to read their own gas and electricity meters and text the reading in to the company resulting in savings which can be passed back to customers
Mobile Marketing WHY DOES SMS MAKE BUSINESS SENSEbull Real time delivery A SMS is typically delivered within
seconds and therefore valuable for time critical informationbull High reach The number of people with a mobile device in
their hand is growing at an exponential rate globallybull High response rates SMS enjoys a higher response rate
than email as it is targeted and personal and is less invasive than a telephone call
bull Cost effectiveness SMS makes the most financial sense especially for SMEs wanting to communicate with an audience on the move Bulk buying lowers the cost even more
bull Automation integration with your existing operational software and systems is easy and SMS sending can be automated
bull Trackable ROI reporting allows you to determine exactly how effective you campaigns have been
Source Clickatell 2007
Customer Access and Products bull Consumers are looking for1048713
bull Pricebull Valuebull Choicebull InspirationResearchbull Conveniencebull hellipand expect Service and Trust
bull Online Consumers access viabull General Search Enginesbull Meta-Search Enginesbull Full-Service Travel Sites
Change brings OpportunitiesThe change in consumer buying habits
bull Consumers are becoming more independentbull Consumers demand control choice flexibility valuebull Consumers expect to quickly find clear pricebuy option in
real-timebull Consumers are increasingly buying onlinehellip
bull Creates more opportunities for the smart retailer to
bull Increase customer base via access to range of products with choice-value-flexibility
bull Offer better price options with opaque pricingbull Provide suppliers with access to a huge e-customer base
and e-process savingsbull Improve return in stand alone components under margin
pressurebull Deliver price value choice convenience and service
through scale
E-Business examples (2)
Most Relevant Content to Hilton Hotels Customers
What content is most relevant to your particular customers
bull Images Images Imagesbull Descriptive Content ndashexamples
bull Leisure facilitiesbull Blackout Curtainsbull Car Parkingbull Restaurant amp Barbull Menusbull Meeting amp Conference Facilitiesbull Destination Content
bull Mapsbull Driving Directionsbull The Brand ldquofeelrdquoof the content
What content can you display on your website that you cant deliver through other channelsbull Global list of hotelsbull Rates and availability by hotel and by regionbull Images and descriptive text at the control of
the userbull Depth Convenience Richness amp User
Experiencebull Clickable mapsbull Driving directionsbull 360 degree toursbull Factsheets
Culturally Relevant eCommerce Offerings
bull How can you make your e-commerce offerings culturally relevant for a global marketplace
1 Understand cultural relevance versus Location Price Service BrandProducts
2 Know your Markets Titles ndashNordic amp Japan Branding
3 Understand amp measure online customer behaviour amp conversion through accurate web-metrics
4 Test sensitivity to marketing campaigns over time
5 Develope survey capability in your websites
6 Understand your competitors ndashand your customerrsquos views of them in different markets
7 Ensure you have mechanisms in place to gather and act on local customer feedback from all of your markets
8 Clickstream amp Referrer analysis
9 The challenge is to iteratively present your products and brand in a way that is both personal and relevant to your online customer
Recommendation systemsbull Recommondation systems help
customers make more informed decisions in less time
bull Recommendation systems allows to build customized packages (eg mass-customization and personalization)
bull The site asks users to indicate their needs and constraints (eg preferences interests budget) by selecting the options available under a list of questions
(Source Electronic Commerce 2008)
Recommendation systems IIbull The system then compares the user
inputs with attributes of a list of available products and services in the database
bull By exploiting content-based recommendation technology it is possible for company to achieve a higher browser-to-buyer conversion rate
Mobile Marketing
bull Mobile marketing covering two key areas of activity
1 Mobile Customer Servicendash Mobile customer services embraces a
whole host of activities designed to improve or augment the customer service provided by a brand or business to its customersvia the mobile phone
Mobile marketing
2 Mobile Sales Promotionndash In mobile sales promotion campaigns
mobile is most often used as the response mechanism to an offer publicised via other media
ndash In a lsquotext amp winrsquo campaign for example a brand may run a competition to win a car on special packs of the brand in supermarkets
Mobile cases
bull Car insurance company Solus Norwich Union provides an SMS alert service to inform customers of the progress of repairs on their cars
bull DataServe UK enables its customers to read their own gas and electricity meters and text the reading in to the company resulting in savings which can be passed back to customers
Mobile Marketing WHY DOES SMS MAKE BUSINESS SENSEbull Real time delivery A SMS is typically delivered within
seconds and therefore valuable for time critical informationbull High reach The number of people with a mobile device in
their hand is growing at an exponential rate globallybull High response rates SMS enjoys a higher response rate
than email as it is targeted and personal and is less invasive than a telephone call
bull Cost effectiveness SMS makes the most financial sense especially for SMEs wanting to communicate with an audience on the move Bulk buying lowers the cost even more
bull Automation integration with your existing operational software and systems is easy and SMS sending can be automated
bull Trackable ROI reporting allows you to determine exactly how effective you campaigns have been
Source Clickatell 2007
Change brings OpportunitiesThe change in consumer buying habits
bull Consumers are becoming more independentbull Consumers demand control choice flexibility valuebull Consumers expect to quickly find clear pricebuy option in
real-timebull Consumers are increasingly buying onlinehellip
bull Creates more opportunities for the smart retailer to
bull Increase customer base via access to range of products with choice-value-flexibility
bull Offer better price options with opaque pricingbull Provide suppliers with access to a huge e-customer base
and e-process savingsbull Improve return in stand alone components under margin
pressurebull Deliver price value choice convenience and service
through scale
E-Business examples (2)
Most Relevant Content to Hilton Hotels Customers
What content is most relevant to your particular customers
bull Images Images Imagesbull Descriptive Content ndashexamples
bull Leisure facilitiesbull Blackout Curtainsbull Car Parkingbull Restaurant amp Barbull Menusbull Meeting amp Conference Facilitiesbull Destination Content
bull Mapsbull Driving Directionsbull The Brand ldquofeelrdquoof the content
What content can you display on your website that you cant deliver through other channelsbull Global list of hotelsbull Rates and availability by hotel and by regionbull Images and descriptive text at the control of
the userbull Depth Convenience Richness amp User
Experiencebull Clickable mapsbull Driving directionsbull 360 degree toursbull Factsheets
Culturally Relevant eCommerce Offerings
bull How can you make your e-commerce offerings culturally relevant for a global marketplace
1 Understand cultural relevance versus Location Price Service BrandProducts
2 Know your Markets Titles ndashNordic amp Japan Branding
3 Understand amp measure online customer behaviour amp conversion through accurate web-metrics
4 Test sensitivity to marketing campaigns over time
5 Develope survey capability in your websites
6 Understand your competitors ndashand your customerrsquos views of them in different markets
7 Ensure you have mechanisms in place to gather and act on local customer feedback from all of your markets
8 Clickstream amp Referrer analysis
9 The challenge is to iteratively present your products and brand in a way that is both personal and relevant to your online customer
Recommendation systemsbull Recommondation systems help
customers make more informed decisions in less time
bull Recommendation systems allows to build customized packages (eg mass-customization and personalization)
bull The site asks users to indicate their needs and constraints (eg preferences interests budget) by selecting the options available under a list of questions
(Source Electronic Commerce 2008)
Recommendation systems IIbull The system then compares the user
inputs with attributes of a list of available products and services in the database
bull By exploiting content-based recommendation technology it is possible for company to achieve a higher browser-to-buyer conversion rate
Mobile Marketing
bull Mobile marketing covering two key areas of activity
1 Mobile Customer Servicendash Mobile customer services embraces a
whole host of activities designed to improve or augment the customer service provided by a brand or business to its customersvia the mobile phone
Mobile marketing
2 Mobile Sales Promotionndash In mobile sales promotion campaigns
mobile is most often used as the response mechanism to an offer publicised via other media
ndash In a lsquotext amp winrsquo campaign for example a brand may run a competition to win a car on special packs of the brand in supermarkets
Mobile cases
bull Car insurance company Solus Norwich Union provides an SMS alert service to inform customers of the progress of repairs on their cars
bull DataServe UK enables its customers to read their own gas and electricity meters and text the reading in to the company resulting in savings which can be passed back to customers
Mobile Marketing WHY DOES SMS MAKE BUSINESS SENSEbull Real time delivery A SMS is typically delivered within
seconds and therefore valuable for time critical informationbull High reach The number of people with a mobile device in
their hand is growing at an exponential rate globallybull High response rates SMS enjoys a higher response rate
than email as it is targeted and personal and is less invasive than a telephone call
bull Cost effectiveness SMS makes the most financial sense especially for SMEs wanting to communicate with an audience on the move Bulk buying lowers the cost even more
bull Automation integration with your existing operational software and systems is easy and SMS sending can be automated
bull Trackable ROI reporting allows you to determine exactly how effective you campaigns have been
Source Clickatell 2007
E-Business examples (2)
Most Relevant Content to Hilton Hotels Customers
What content is most relevant to your particular customers
bull Images Images Imagesbull Descriptive Content ndashexamples
bull Leisure facilitiesbull Blackout Curtainsbull Car Parkingbull Restaurant amp Barbull Menusbull Meeting amp Conference Facilitiesbull Destination Content
bull Mapsbull Driving Directionsbull The Brand ldquofeelrdquoof the content
What content can you display on your website that you cant deliver through other channelsbull Global list of hotelsbull Rates and availability by hotel and by regionbull Images and descriptive text at the control of
the userbull Depth Convenience Richness amp User
Experiencebull Clickable mapsbull Driving directionsbull 360 degree toursbull Factsheets
Culturally Relevant eCommerce Offerings
bull How can you make your e-commerce offerings culturally relevant for a global marketplace
1 Understand cultural relevance versus Location Price Service BrandProducts
2 Know your Markets Titles ndashNordic amp Japan Branding
3 Understand amp measure online customer behaviour amp conversion through accurate web-metrics
4 Test sensitivity to marketing campaigns over time
5 Develope survey capability in your websites
6 Understand your competitors ndashand your customerrsquos views of them in different markets
7 Ensure you have mechanisms in place to gather and act on local customer feedback from all of your markets
8 Clickstream amp Referrer analysis
9 The challenge is to iteratively present your products and brand in a way that is both personal and relevant to your online customer
Recommendation systemsbull Recommondation systems help
customers make more informed decisions in less time
bull Recommendation systems allows to build customized packages (eg mass-customization and personalization)
bull The site asks users to indicate their needs and constraints (eg preferences interests budget) by selecting the options available under a list of questions
(Source Electronic Commerce 2008)
Recommendation systems IIbull The system then compares the user
inputs with attributes of a list of available products and services in the database
bull By exploiting content-based recommendation technology it is possible for company to achieve a higher browser-to-buyer conversion rate
Mobile Marketing
bull Mobile marketing covering two key areas of activity
1 Mobile Customer Servicendash Mobile customer services embraces a
whole host of activities designed to improve or augment the customer service provided by a brand or business to its customersvia the mobile phone
Mobile marketing
2 Mobile Sales Promotionndash In mobile sales promotion campaigns
mobile is most often used as the response mechanism to an offer publicised via other media
ndash In a lsquotext amp winrsquo campaign for example a brand may run a competition to win a car on special packs of the brand in supermarkets
Mobile cases
bull Car insurance company Solus Norwich Union provides an SMS alert service to inform customers of the progress of repairs on their cars
bull DataServe UK enables its customers to read their own gas and electricity meters and text the reading in to the company resulting in savings which can be passed back to customers
Mobile Marketing WHY DOES SMS MAKE BUSINESS SENSEbull Real time delivery A SMS is typically delivered within
seconds and therefore valuable for time critical informationbull High reach The number of people with a mobile device in
their hand is growing at an exponential rate globallybull High response rates SMS enjoys a higher response rate
than email as it is targeted and personal and is less invasive than a telephone call
bull Cost effectiveness SMS makes the most financial sense especially for SMEs wanting to communicate with an audience on the move Bulk buying lowers the cost even more
bull Automation integration with your existing operational software and systems is easy and SMS sending can be automated
bull Trackable ROI reporting allows you to determine exactly how effective you campaigns have been
Source Clickatell 2007
Most Relevant Content to Hilton Hotels Customers
What content is most relevant to your particular customers
bull Images Images Imagesbull Descriptive Content ndashexamples
bull Leisure facilitiesbull Blackout Curtainsbull Car Parkingbull Restaurant amp Barbull Menusbull Meeting amp Conference Facilitiesbull Destination Content
bull Mapsbull Driving Directionsbull The Brand ldquofeelrdquoof the content
What content can you display on your website that you cant deliver through other channelsbull Global list of hotelsbull Rates and availability by hotel and by regionbull Images and descriptive text at the control of
the userbull Depth Convenience Richness amp User
Experiencebull Clickable mapsbull Driving directionsbull 360 degree toursbull Factsheets
Culturally Relevant eCommerce Offerings
bull How can you make your e-commerce offerings culturally relevant for a global marketplace
1 Understand cultural relevance versus Location Price Service BrandProducts
2 Know your Markets Titles ndashNordic amp Japan Branding
3 Understand amp measure online customer behaviour amp conversion through accurate web-metrics
4 Test sensitivity to marketing campaigns over time
5 Develope survey capability in your websites
6 Understand your competitors ndashand your customerrsquos views of them in different markets
7 Ensure you have mechanisms in place to gather and act on local customer feedback from all of your markets
8 Clickstream amp Referrer analysis
9 The challenge is to iteratively present your products and brand in a way that is both personal and relevant to your online customer
Recommendation systemsbull Recommondation systems help
customers make more informed decisions in less time
bull Recommendation systems allows to build customized packages (eg mass-customization and personalization)
bull The site asks users to indicate their needs and constraints (eg preferences interests budget) by selecting the options available under a list of questions
(Source Electronic Commerce 2008)
Recommendation systems IIbull The system then compares the user
inputs with attributes of a list of available products and services in the database
bull By exploiting content-based recommendation technology it is possible for company to achieve a higher browser-to-buyer conversion rate
Mobile Marketing
bull Mobile marketing covering two key areas of activity
1 Mobile Customer Servicendash Mobile customer services embraces a
whole host of activities designed to improve or augment the customer service provided by a brand or business to its customersvia the mobile phone
Mobile marketing
2 Mobile Sales Promotionndash In mobile sales promotion campaigns
mobile is most often used as the response mechanism to an offer publicised via other media
ndash In a lsquotext amp winrsquo campaign for example a brand may run a competition to win a car on special packs of the brand in supermarkets
Mobile cases
bull Car insurance company Solus Norwich Union provides an SMS alert service to inform customers of the progress of repairs on their cars
bull DataServe UK enables its customers to read their own gas and electricity meters and text the reading in to the company resulting in savings which can be passed back to customers
Mobile Marketing WHY DOES SMS MAKE BUSINESS SENSEbull Real time delivery A SMS is typically delivered within
seconds and therefore valuable for time critical informationbull High reach The number of people with a mobile device in
their hand is growing at an exponential rate globallybull High response rates SMS enjoys a higher response rate
than email as it is targeted and personal and is less invasive than a telephone call
bull Cost effectiveness SMS makes the most financial sense especially for SMEs wanting to communicate with an audience on the move Bulk buying lowers the cost even more
bull Automation integration with your existing operational software and systems is easy and SMS sending can be automated
bull Trackable ROI reporting allows you to determine exactly how effective you campaigns have been
Source Clickatell 2007
What content can you display on your website that you cant deliver through other channelsbull Global list of hotelsbull Rates and availability by hotel and by regionbull Images and descriptive text at the control of
the userbull Depth Convenience Richness amp User
Experiencebull Clickable mapsbull Driving directionsbull 360 degree toursbull Factsheets
Culturally Relevant eCommerce Offerings
bull How can you make your e-commerce offerings culturally relevant for a global marketplace
1 Understand cultural relevance versus Location Price Service BrandProducts
2 Know your Markets Titles ndashNordic amp Japan Branding
3 Understand amp measure online customer behaviour amp conversion through accurate web-metrics
4 Test sensitivity to marketing campaigns over time
5 Develope survey capability in your websites
6 Understand your competitors ndashand your customerrsquos views of them in different markets
7 Ensure you have mechanisms in place to gather and act on local customer feedback from all of your markets
8 Clickstream amp Referrer analysis
9 The challenge is to iteratively present your products and brand in a way that is both personal and relevant to your online customer
Recommendation systemsbull Recommondation systems help
customers make more informed decisions in less time
bull Recommendation systems allows to build customized packages (eg mass-customization and personalization)
bull The site asks users to indicate their needs and constraints (eg preferences interests budget) by selecting the options available under a list of questions
(Source Electronic Commerce 2008)
Recommendation systems IIbull The system then compares the user
inputs with attributes of a list of available products and services in the database
bull By exploiting content-based recommendation technology it is possible for company to achieve a higher browser-to-buyer conversion rate
Mobile Marketing
bull Mobile marketing covering two key areas of activity
1 Mobile Customer Servicendash Mobile customer services embraces a
whole host of activities designed to improve or augment the customer service provided by a brand or business to its customersvia the mobile phone
Mobile marketing
2 Mobile Sales Promotionndash In mobile sales promotion campaigns
mobile is most often used as the response mechanism to an offer publicised via other media
ndash In a lsquotext amp winrsquo campaign for example a brand may run a competition to win a car on special packs of the brand in supermarkets
Mobile cases
bull Car insurance company Solus Norwich Union provides an SMS alert service to inform customers of the progress of repairs on their cars
bull DataServe UK enables its customers to read their own gas and electricity meters and text the reading in to the company resulting in savings which can be passed back to customers
Mobile Marketing WHY DOES SMS MAKE BUSINESS SENSEbull Real time delivery A SMS is typically delivered within
seconds and therefore valuable for time critical informationbull High reach The number of people with a mobile device in
their hand is growing at an exponential rate globallybull High response rates SMS enjoys a higher response rate
than email as it is targeted and personal and is less invasive than a telephone call
bull Cost effectiveness SMS makes the most financial sense especially for SMEs wanting to communicate with an audience on the move Bulk buying lowers the cost even more
bull Automation integration with your existing operational software and systems is easy and SMS sending can be automated
bull Trackable ROI reporting allows you to determine exactly how effective you campaigns have been
Source Clickatell 2007
Culturally Relevant eCommerce Offerings
bull How can you make your e-commerce offerings culturally relevant for a global marketplace
1 Understand cultural relevance versus Location Price Service BrandProducts
2 Know your Markets Titles ndashNordic amp Japan Branding
3 Understand amp measure online customer behaviour amp conversion through accurate web-metrics
4 Test sensitivity to marketing campaigns over time
5 Develope survey capability in your websites
6 Understand your competitors ndashand your customerrsquos views of them in different markets
7 Ensure you have mechanisms in place to gather and act on local customer feedback from all of your markets
8 Clickstream amp Referrer analysis
9 The challenge is to iteratively present your products and brand in a way that is both personal and relevant to your online customer
Recommendation systemsbull Recommondation systems help
customers make more informed decisions in less time
bull Recommendation systems allows to build customized packages (eg mass-customization and personalization)
bull The site asks users to indicate their needs and constraints (eg preferences interests budget) by selecting the options available under a list of questions
(Source Electronic Commerce 2008)
Recommendation systems IIbull The system then compares the user
inputs with attributes of a list of available products and services in the database
bull By exploiting content-based recommendation technology it is possible for company to achieve a higher browser-to-buyer conversion rate
Mobile Marketing
bull Mobile marketing covering two key areas of activity
1 Mobile Customer Servicendash Mobile customer services embraces a
whole host of activities designed to improve or augment the customer service provided by a brand or business to its customersvia the mobile phone
Mobile marketing
2 Mobile Sales Promotionndash In mobile sales promotion campaigns
mobile is most often used as the response mechanism to an offer publicised via other media
ndash In a lsquotext amp winrsquo campaign for example a brand may run a competition to win a car on special packs of the brand in supermarkets
Mobile cases
bull Car insurance company Solus Norwich Union provides an SMS alert service to inform customers of the progress of repairs on their cars
bull DataServe UK enables its customers to read their own gas and electricity meters and text the reading in to the company resulting in savings which can be passed back to customers
Mobile Marketing WHY DOES SMS MAKE BUSINESS SENSEbull Real time delivery A SMS is typically delivered within
seconds and therefore valuable for time critical informationbull High reach The number of people with a mobile device in
their hand is growing at an exponential rate globallybull High response rates SMS enjoys a higher response rate
than email as it is targeted and personal and is less invasive than a telephone call
bull Cost effectiveness SMS makes the most financial sense especially for SMEs wanting to communicate with an audience on the move Bulk buying lowers the cost even more
bull Automation integration with your existing operational software and systems is easy and SMS sending can be automated
bull Trackable ROI reporting allows you to determine exactly how effective you campaigns have been
Source Clickatell 2007
5 Develope survey capability in your websites
6 Understand your competitors ndashand your customerrsquos views of them in different markets
7 Ensure you have mechanisms in place to gather and act on local customer feedback from all of your markets
8 Clickstream amp Referrer analysis
9 The challenge is to iteratively present your products and brand in a way that is both personal and relevant to your online customer
Recommendation systemsbull Recommondation systems help
customers make more informed decisions in less time
bull Recommendation systems allows to build customized packages (eg mass-customization and personalization)
bull The site asks users to indicate their needs and constraints (eg preferences interests budget) by selecting the options available under a list of questions
(Source Electronic Commerce 2008)
Recommendation systems IIbull The system then compares the user
inputs with attributes of a list of available products and services in the database
bull By exploiting content-based recommendation technology it is possible for company to achieve a higher browser-to-buyer conversion rate
Mobile Marketing
bull Mobile marketing covering two key areas of activity
1 Mobile Customer Servicendash Mobile customer services embraces a
whole host of activities designed to improve or augment the customer service provided by a brand or business to its customersvia the mobile phone
Mobile marketing
2 Mobile Sales Promotionndash In mobile sales promotion campaigns
mobile is most often used as the response mechanism to an offer publicised via other media
ndash In a lsquotext amp winrsquo campaign for example a brand may run a competition to win a car on special packs of the brand in supermarkets
Mobile cases
bull Car insurance company Solus Norwich Union provides an SMS alert service to inform customers of the progress of repairs on their cars
bull DataServe UK enables its customers to read their own gas and electricity meters and text the reading in to the company resulting in savings which can be passed back to customers
Mobile Marketing WHY DOES SMS MAKE BUSINESS SENSEbull Real time delivery A SMS is typically delivered within
seconds and therefore valuable for time critical informationbull High reach The number of people with a mobile device in
their hand is growing at an exponential rate globallybull High response rates SMS enjoys a higher response rate
than email as it is targeted and personal and is less invasive than a telephone call
bull Cost effectiveness SMS makes the most financial sense especially for SMEs wanting to communicate with an audience on the move Bulk buying lowers the cost even more
bull Automation integration with your existing operational software and systems is easy and SMS sending can be automated
bull Trackable ROI reporting allows you to determine exactly how effective you campaigns have been
Source Clickatell 2007
Recommendation systemsbull Recommondation systems help
customers make more informed decisions in less time
bull Recommendation systems allows to build customized packages (eg mass-customization and personalization)
bull The site asks users to indicate their needs and constraints (eg preferences interests budget) by selecting the options available under a list of questions
(Source Electronic Commerce 2008)
Recommendation systems IIbull The system then compares the user
inputs with attributes of a list of available products and services in the database
bull By exploiting content-based recommendation technology it is possible for company to achieve a higher browser-to-buyer conversion rate
Mobile Marketing
bull Mobile marketing covering two key areas of activity
1 Mobile Customer Servicendash Mobile customer services embraces a
whole host of activities designed to improve or augment the customer service provided by a brand or business to its customersvia the mobile phone
Mobile marketing
2 Mobile Sales Promotionndash In mobile sales promotion campaigns
mobile is most often used as the response mechanism to an offer publicised via other media
ndash In a lsquotext amp winrsquo campaign for example a brand may run a competition to win a car on special packs of the brand in supermarkets
Mobile cases
bull Car insurance company Solus Norwich Union provides an SMS alert service to inform customers of the progress of repairs on their cars
bull DataServe UK enables its customers to read their own gas and electricity meters and text the reading in to the company resulting in savings which can be passed back to customers
Mobile Marketing WHY DOES SMS MAKE BUSINESS SENSEbull Real time delivery A SMS is typically delivered within
seconds and therefore valuable for time critical informationbull High reach The number of people with a mobile device in
their hand is growing at an exponential rate globallybull High response rates SMS enjoys a higher response rate
than email as it is targeted and personal and is less invasive than a telephone call
bull Cost effectiveness SMS makes the most financial sense especially for SMEs wanting to communicate with an audience on the move Bulk buying lowers the cost even more
bull Automation integration with your existing operational software and systems is easy and SMS sending can be automated
bull Trackable ROI reporting allows you to determine exactly how effective you campaigns have been
Source Clickatell 2007
Recommendation systems IIbull The system then compares the user
inputs with attributes of a list of available products and services in the database
bull By exploiting content-based recommendation technology it is possible for company to achieve a higher browser-to-buyer conversion rate
Mobile Marketing
bull Mobile marketing covering two key areas of activity
1 Mobile Customer Servicendash Mobile customer services embraces a
whole host of activities designed to improve or augment the customer service provided by a brand or business to its customersvia the mobile phone
Mobile marketing
2 Mobile Sales Promotionndash In mobile sales promotion campaigns
mobile is most often used as the response mechanism to an offer publicised via other media
ndash In a lsquotext amp winrsquo campaign for example a brand may run a competition to win a car on special packs of the brand in supermarkets
Mobile cases
bull Car insurance company Solus Norwich Union provides an SMS alert service to inform customers of the progress of repairs on their cars
bull DataServe UK enables its customers to read their own gas and electricity meters and text the reading in to the company resulting in savings which can be passed back to customers
Mobile Marketing WHY DOES SMS MAKE BUSINESS SENSEbull Real time delivery A SMS is typically delivered within
seconds and therefore valuable for time critical informationbull High reach The number of people with a mobile device in
their hand is growing at an exponential rate globallybull High response rates SMS enjoys a higher response rate
than email as it is targeted and personal and is less invasive than a telephone call
bull Cost effectiveness SMS makes the most financial sense especially for SMEs wanting to communicate with an audience on the move Bulk buying lowers the cost even more
bull Automation integration with your existing operational software and systems is easy and SMS sending can be automated
bull Trackable ROI reporting allows you to determine exactly how effective you campaigns have been
Source Clickatell 2007
Mobile Marketing
bull Mobile marketing covering two key areas of activity
1 Mobile Customer Servicendash Mobile customer services embraces a
whole host of activities designed to improve or augment the customer service provided by a brand or business to its customersvia the mobile phone
Mobile marketing
2 Mobile Sales Promotionndash In mobile sales promotion campaigns
mobile is most often used as the response mechanism to an offer publicised via other media
ndash In a lsquotext amp winrsquo campaign for example a brand may run a competition to win a car on special packs of the brand in supermarkets
Mobile cases
bull Car insurance company Solus Norwich Union provides an SMS alert service to inform customers of the progress of repairs on their cars
bull DataServe UK enables its customers to read their own gas and electricity meters and text the reading in to the company resulting in savings which can be passed back to customers
Mobile Marketing WHY DOES SMS MAKE BUSINESS SENSEbull Real time delivery A SMS is typically delivered within
seconds and therefore valuable for time critical informationbull High reach The number of people with a mobile device in
their hand is growing at an exponential rate globallybull High response rates SMS enjoys a higher response rate
than email as it is targeted and personal and is less invasive than a telephone call
bull Cost effectiveness SMS makes the most financial sense especially for SMEs wanting to communicate with an audience on the move Bulk buying lowers the cost even more
bull Automation integration with your existing operational software and systems is easy and SMS sending can be automated
bull Trackable ROI reporting allows you to determine exactly how effective you campaigns have been
Source Clickatell 2007
Mobile marketing
2 Mobile Sales Promotionndash In mobile sales promotion campaigns
mobile is most often used as the response mechanism to an offer publicised via other media
ndash In a lsquotext amp winrsquo campaign for example a brand may run a competition to win a car on special packs of the brand in supermarkets
Mobile cases
bull Car insurance company Solus Norwich Union provides an SMS alert service to inform customers of the progress of repairs on their cars
bull DataServe UK enables its customers to read their own gas and electricity meters and text the reading in to the company resulting in savings which can be passed back to customers
Mobile Marketing WHY DOES SMS MAKE BUSINESS SENSEbull Real time delivery A SMS is typically delivered within
seconds and therefore valuable for time critical informationbull High reach The number of people with a mobile device in
their hand is growing at an exponential rate globallybull High response rates SMS enjoys a higher response rate
than email as it is targeted and personal and is less invasive than a telephone call
bull Cost effectiveness SMS makes the most financial sense especially for SMEs wanting to communicate with an audience on the move Bulk buying lowers the cost even more
bull Automation integration with your existing operational software and systems is easy and SMS sending can be automated
bull Trackable ROI reporting allows you to determine exactly how effective you campaigns have been
Source Clickatell 2007
Mobile cases
bull Car insurance company Solus Norwich Union provides an SMS alert service to inform customers of the progress of repairs on their cars
bull DataServe UK enables its customers to read their own gas and electricity meters and text the reading in to the company resulting in savings which can be passed back to customers
Mobile Marketing WHY DOES SMS MAKE BUSINESS SENSEbull Real time delivery A SMS is typically delivered within
seconds and therefore valuable for time critical informationbull High reach The number of people with a mobile device in
their hand is growing at an exponential rate globallybull High response rates SMS enjoys a higher response rate
than email as it is targeted and personal and is less invasive than a telephone call
bull Cost effectiveness SMS makes the most financial sense especially for SMEs wanting to communicate with an audience on the move Bulk buying lowers the cost even more
bull Automation integration with your existing operational software and systems is easy and SMS sending can be automated
bull Trackable ROI reporting allows you to determine exactly how effective you campaigns have been
Source Clickatell 2007
Mobile Marketing WHY DOES SMS MAKE BUSINESS SENSEbull Real time delivery A SMS is typically delivered within
seconds and therefore valuable for time critical informationbull High reach The number of people with a mobile device in
their hand is growing at an exponential rate globallybull High response rates SMS enjoys a higher response rate
than email as it is targeted and personal and is less invasive than a telephone call
bull Cost effectiveness SMS makes the most financial sense especially for SMEs wanting to communicate with an audience on the move Bulk buying lowers the cost even more
bull Automation integration with your existing operational software and systems is easy and SMS sending can be automated
bull Trackable ROI reporting allows you to determine exactly how effective you campaigns have been
Source Clickatell 2007