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20131126 SAP / Fair Value / Marks / on Customer Loyalty

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Prezentarea din data de 26 Noiembrie din cadrul evenimentului "Customer Loyalty" Tehnologia a schimbat nu doar modul prin care comunicăm între noi, ci și interacțiunea consumatorilor din ce in ce mai pretenţioşi cu brandurile. Cum răspund brandurile în fața acestor provocări? In cadrul evenimentului au mai prezentat Vlad Stănescu (SAP Romania), Marcel Isăilă si Irina Popescu (Fair Value)
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Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania MARKS
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Page 1: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

MARKS

http://global.sap.com/romania/index.epx
http://www.fairvalue.ro
http://www.themarks.ro
Page 2: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

TEHNOLOGIE +

PSIHOLOGIE =

http://global.sap.com/romania/index.epx
http://www.fairvalue.ro
http://www.themarks.ro
Page 3: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

TEHNOLOGIE +

PSIHOLOGIE =

http://global.sap.com/romania/index.epx
http://www.fairvalue.ro
http://www.themarks.ro
Page 4: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

http://global.sap.com/romania/index.epx
http://www.fairvalue.ro
http://www.themarks.ro
Page 5: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

PROIECTE 2005 - 2013

http://global.sap.com/romania/index.epx
http://www.fairvalue.ro
http://www.themarks.ro
Page 6: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

PROIECTE 2005 - 2013

http://global.sap.com/romania/index.epx
http://www.fairvalue.ro
http://www.themarks.ro
Page 7: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

STRATEGIE

http://global.sap.com/romania/index.epx
http://www.fairvalue.ro
http://www.themarks.ro
Page 8: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

VALOARE

http://global.sap.com/romania/index.epx
http://www.fairvalue.ro
http://www.themarks.ro
Page 9: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

PRODUCATOR

CONSUMATOR

VALOARE

http://global.sap.com/romania/index.epx
http://www.fairvalue.ro
http://www.themarks.ro
Page 10: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

FURN

IZO

RIC

OM

PEMEN

TORI

PRODUCATOR

CONSUMATOR

VALOARE

http://global.sap.com/romania/index.epx
http://www.fairvalue.ro
http://www.themarks.ro
Page 11: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

FURN

IZO

RIC

OM

PEMEN

TORI

PRODUCATOR

CONSUMATOR

VALOARE

http://global.sap.com/romania/index.epx
http://www.fairvalue.ro
http://www.themarks.ro
Page 12: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

INOVATIE LOIALIZARE

http://global.sap.com/romania/index.epx
http://www.fairvalue.ro
http://www.themarks.ro
Page 13: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

ISTORIA LOIALITATII

http://global.sap.com/romania/index.epx
http://www.fairvalue.ro
http://www.themarks.ro
Page 14: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

http://global.sap.com/romania/index.epx
http://www.fairvalue.ro
http://www.themarks.ro
Page 15: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

Sperry & Hutchins

1896

http://global.sap.com/romania/index.epx
http://www.fairvalue.ro
http://www.themarks.ro
Page 16: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

GAMIFICARE

http://global.sap.com/romania/index.epx
http://www.fairvalue.ro
http://www.themarks.ro
Page 17: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

GAMIFICARE

Aplicarea principiilor si tehnicilor de joc in contexte non-joc (business / social / educational) avand ca scop cresterea motivarii si a implicarii.

http://global.sap.com/romania/index.epx
http://www.fairvalue.ro
http://www.themarks.ro
Page 18: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

GAMIFICARE

Aplicarea principiilor si tehnicilor de joc in contexte non-joc (business / social / educational) avand ca scop cresterea motivarii si a implicarii.

http://global.sap.com/romania/index.epx
http://www.fairvalue.ro
http://www.themarks.ro
Page 19: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

2014

O aplicație

70%

http://global.sap.com/romania/index.epx
http://www.fairvalue.ro
http://www.themarks.ro
Page 20: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

2014

O aplicație

70%

2015

40%

Operațiuni

http://global.sap.com/romania/index.epx
http://www.fairvalue.ro
http://www.themarks.ro
Page 21: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

2014

O aplicație

70%

2015

40%

Operațiuni

2016

100%

Marketing

http://global.sap.com/romania/index.epx
http://www.fairvalue.ro
http://www.themarks.ro
Page 22: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

2014

O aplicație

70%

2015

40%

Operațiuni

2016

100%

Marketing

2017

50%

HRStudiu Gartner, Gamification: Engagement Strategies for Business & IT, Nov 2012

http://global.sap.com/romania/index.epx
http://www.fairvalue.ro
http://www.themarks.ro
Page 23: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

2014

O aplicație

70%

2015

40%

Operațiuni

2016

100%

Marketing

2017

50%

HRStudiu Gartner, Gamification: Engagement Strategies for Business & IT, Nov 2012

http://global.sap.com/romania/index.epx
http://www.fairvalue.ro
http://www.themarks.ro
Page 24: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

DESPRE CE E VORBA?

http://global.sap.com/romania/index.epx
http://www.fairvalue.ro
http://www.themarks.ro
Page 25: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

Jocurile tind sa reflecte societatea in care au fost

create sau jucate

http://global.sap.com/romania/index.epx
http://www.fairvalue.ro
http://www.themarks.ro
Page 26: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

1930’

http://global.sap.com/romania/index.epx
http://www.fairvalue.ro
http://www.themarks.ro
Page 27: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

1930’

http://global.sap.com/romania/index.epx
http://www.fairvalue.ro
http://www.themarks.ro
Page 28: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

1960’

http://global.sap.com/romania/index.epx
http://www.fairvalue.ro
http://www.themarks.ro
Page 29: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

1960’

http://global.sap.com/romania/index.epx
http://www.fairvalue.ro
http://www.themarks.ro
Page 30: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

1980’

http://global.sap.com/romania/index.epx
http://www.fairvalue.ro
http://www.themarks.ro
Page 31: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

1980’

http://global.sap.com/romania/index.epx
http://www.fairvalue.ro
http://www.themarks.ro
Page 32: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

2009’

http://global.sap.com/romania/index.epx
http://www.fairvalue.ro
http://www.themarks.ro
Page 33: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

2009’

http://global.sap.com/romania/index.epx
http://www.fairvalue.ro
http://www.themarks.ro
Page 34: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

Smartphone: revolutia de marimea

unei carti de joc

http://global.sap.com/romania/index.epx
http://www.fairvalue.ro
http://www.themarks.ro
Page 35: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

Smartphone: revolutia de marimea

unei carti de joc

http://global.sap.com/romania/index.epx
http://www.fairvalue.ro
http://www.themarks.ro
Page 36: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

GAMING

TITANIC

AVATAR

World of W

0 3.333 6.667 10

http://global.sap.com/romania/index.epx
http://www.fairvalue.ro
http://www.themarks.ro
Page 37: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

GAMING

TITANIC

AVATAR

World of W

0 3.333 6.667 10

2 MILIARDE

http://global.sap.com/romania/index.epx
http://www.fairvalue.ro
http://www.themarks.ro
Page 38: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

GAMING

TITANIC

AVATAR

World of W

0 3.333 6.667 10

3 MILIARDE

2 MILIARDE

http://global.sap.com/romania/index.epx
http://www.fairvalue.ro
http://www.themarks.ro
Page 39: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

GAMING

TITANIC

AVATAR

World of W

0 3.333 6.667 10

10 MILIARDE

3 MILIARDE

2 MILIARDE

http://global.sap.com/romania/index.epx
http://www.fairvalue.ro
http://www.themarks.ro
Page 40: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

ANUALSUA

2000

2012

0 50 100 150

http://global.sap.com/romania/index.epx
http://www.fairvalue.ro
http://www.themarks.ro
Page 41: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

ANUALSUA

2000

2012

0 50 100 150

75 ORE

http://global.sap.com/romania/index.epx
http://www.fairvalue.ro
http://www.themarks.ro
Page 42: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

ANUALSUA

2000

2012

0 50 100 150

142 ORE

75 ORE

http://global.sap.com/romania/index.epx
http://www.fairvalue.ro
http://www.themarks.ro
Page 43: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

PRIMA GENERATIE DE ADULTI

http://global.sap.com/romania/index.epx
http://www.fairvalue.ro
http://www.themarks.ro
Page 44: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

4 TIPURI DE “FUN”EASY

HARD

SOCIAL

SERIOUS4 Keys to Fun / XEO Design / www.4k2f.com

http://global.sap.com/romania/index.epx
http://www.fairvalue.ro
http://www.themarks.ro
http://www.4k2f.com
Page 45: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

4 TIPOLOGII COMPORTAMENTALE

http://global.sap.com/romania/index.epx
http://www.fairvalue.ro
http://www.themarks.ro
Page 46: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

http://global.sap.com/romania/index.epx
http://www.fairvalue.ro
http://www.themarks.ro
Page 47: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

Killers

20%

STRUCTURA

http://global.sap.com/romania/index.epx
http://www.fairvalue.ro
http://www.themarks.ro
Page 48: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

Killers

20% 40%

Achievers

STRUCTURA

http://global.sap.com/romania/index.epx
http://www.fairvalue.ro
http://www.themarks.ro
Page 49: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

Killers

20% 40%

Achievers

50%

Explorers

STRUCTURA

http://global.sap.com/romania/index.epx
http://www.fairvalue.ro
http://www.themarks.ro
Page 50: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

Killers

20% 40%

Achievers

50%

Explorers

80%

Socializers

STRUCTURA

http://global.sap.com/romania/index.epx
http://www.fairvalue.ro
http://www.themarks.ro
Page 51: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

http://global.sap.com/romania/index.epx
http://www.fairvalue.ro
http://www.themarks.ro
Page 52: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

-140

-70

0

70

CERCETARE PIERDERIStudiu Gartner 2012 / Germania / EUR

http://global.sap.com/romania/index.epx
http://www.fairvalue.ro
http://www.themarks.ro
Page 53: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

-140

-70

0

70

CERCETARE PIERDERI

65 MILIARDE

Studiu Gartner 2012 / Germania / EUR

http://global.sap.com/romania/index.epx
http://www.fairvalue.ro
http://www.themarks.ro
Page 54: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

-140

-70

0

70

CERCETARE PIERDERI

-138 MILIARDE

65 MILIARDE

Studiu Gartner 2012 / Germania / EUR

http://global.sap.com/romania/index.epx
http://www.fairvalue.ro
http://www.themarks.ro
Page 55: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

Status

Access

Power

Stuff

http://global.sap.com/romania/index.epx
http://www.fairvalue.ro
http://www.themarks.ro
Page 56: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

http://global.sap.com/romania/index.epx
http://www.fairvalue.ro
http://www.themarks.ro
Page 57: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

http://global.sap.com/romania/index.epx
http://www.fairvalue.ro
http://www.themarks.ro
Page 58: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

TIPS & TRICKS

• Vanzarea e rezultatul, nu masura

• Atentie la toate actiunile care preced, sau care pot duce la obiectivul final

• MICRO-CONVERSII

http://global.sap.com/romania/index.epx
http://www.fairvalue.ro
http://www.themarks.ro
Page 59: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

TIPS & TRICKS

• FEEDBACK in timp real

• Atentie la factorii MOTIVATIONALI - Cerceteaza

http://global.sap.com/romania/index.epx
http://www.fairvalue.ro
http://www.themarks.ro
Page 60: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

TIPS & TRICKS

• Incepeti cu un PILOT

• SCHIMBAREA SI ACORDUL FIN sunt parte din dezvoltare

http://global.sap.com/romania/index.epx
http://www.fairvalue.ro
http://www.themarks.ro
Page 61: 20131126 SAP / Fair Value / Marks / on Customer Loyalty

Loyalty Marketing | 26 Nov 2013 | SAP Romania | Fair Value SAP Gold Partner | Marks Romania

MULȚUMESCIulian Padurariu

http://global.sap.com/romania/index.epx
http://www.fairvalue.ro
http://www.themarks.ro
http://www.themarks.ro/iulian-padurariu

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