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Cross-channel dialogue marketing

Jan Teerlinck

+32 473 361 498

jan.teerlinck @ selligent.com

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About Selligent

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Software solutions for marketers (Interactive Marketing Automation)

Offices in Belgium, Netherlands, France, Italy, Spain, China, Germany

300 brands daily operating our solution for customer interaction

Clients in 13 countries

Cross-industry Retail /ecom

Media & publishing

Banking

Telecom

Travel

Automotive

.....

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Marketing is becoming the

technology innovator in the company

Gartner: “in 5 years time

CMO will spend more on

technology then the CIO”

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Marketing & Technology are tied

Digital is the new „normal‟ for:

• Commerce

• Entertainment

• Information

• Socialization

Marketing is chasing a continuously moving target.

• That‟s though !

• More difficult...

• Brands can stand out today

• Not necessarily “Money always wins”

Impact on relationship management:

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From traditional direct marketing

to interactive dialogues.

Marketing & Technology are tied

From the company marketing calendar

to continuous life-cycle marketing.

Listen & Act

Batch & Send

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Marketing & Technology are tied

Big data

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Marketing & Technology are tied

Tech-savvy generation of marketers

Marketing tools are available and ACCESSIBLE

Without being completely

dependent on the

corporate IT agenda

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DNA of marketing solutions

- Massive monolytic

- Big entry license prices

- Army of implementation consultants

- Building big solution on big machines

- Easy entry solutions

- Pay as you grow (ROI-driven)

- Add as you grow

- Out-of-the-box usable interfaces

- Consumerization of business software

BUT:

Probably not:

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Complete consumer-centric:

DNA of marketing solutions

• From his first (anonymous) hit

• To his top score in the customers database

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DATABASE MARKETINGDIGITAL MARKETING

A gap between digital and database mkting

INBOUND

Anonymous visitors

OUTBOUND

360 customer view

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Bridging ‘Digital’ & ‘Database’

Segmentation

Cross-channel

Personalisation

Dialogue marketing

Anonymous visitors

Visitor profiling

Inbound marketing

360°view

Identified customers or prospects

Cross-channel consumer centric

Event-driven

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Visitor profiling + inbound personalisation

Quantitative metrics

• Return frequency• Stickiness• Traffic source• Items consulted• .....

Qualitative metrics

• Interest profiles• Visitor scoring• Engagement score

Transforming big data into actionable profiles:

Inbound personalisation Grow your database Grow customer insight

Enrich customer data for targeting

Score and invite quality visitors

Optimise website based on anonymous profiles

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- Searching for a trip

- Detected as quality visitor- Invited to subscribe

- Set my search preferences- Receive relevant trip offers- Make a reservation

DIALOGUE example

- Fancy renting a car ?

- Hotel x is expecting you- Have a great trip

Depart Return

- How was your trip- Write / share a review ? - Any new plans ?

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DIALOGUE example

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Prevent marketing pressure

How much are you sending to your consumers ?

Periodical campaigns

Promotional campaigns to targeted audiences

Event-driven / data-driven campaigns

1) Define frequency capping

2) Set campaign priorities

Max 6 e-mails per month

Max 2 outbound commercial calls per 4 months

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WHEN GOING INTO E-DM

PRIORITIZE CAMPAIGNS TO PREVENT MARKETING PRESSURE

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Visit our booth:

Thank you !

Want to know more ?

Jan Teerlinck+32 473 361 498

jan.teerlinck @ selligent.com