Your CRM success with agility, pragmatism and implication
REAL TIME REAL CONVERSATION REAL AUTOMATION
Selligent Interactive Marketing
360°The i community
Your CRM success with agility, pragmatism and implication
Wie zijn we?
CRM & Interactive Software
Since 1990 (Selligent Interactive since 2002)
More 1.000 clients (more than 170 interactive clients)
More than 100.000 users of our software
More than 9 billion e-mails every year!
Connecting to A brands like Ikea, Sunweb, TUI, VW, Opel, etc.
Selligent offices is:Benelux
Germany
France
Spain
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Your CRM success with agility, pragmatism and implication
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Your CRM success with agility, pragmatism and implication
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Your CRM success with agility, pragmatism and implication
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More Is not alwaysbetter!
Your CRM success with agility, pragmatism and implication
We know what you did…
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CLICKED / VIEWED
CUSTOMER INTEREST
Your CRM success with agility, pragmatism and implication
We know what you did…
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BOUGHT
CONVERSION
Your CRM success with agility, pragmatism and implication
We know what you did…
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FILLED IN
CUSTOMER SATISFACTION
Your CRM success with agility, pragmatism and implication
Some even know…
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WEB BEHAVIOUR
INTENTION
Your CRM success with agility, pragmatism and implication
5% conversion
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Your CRM success with agility, pragmatism and implication
INFOBESITAS
Still, most brands see interactivity as:
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1 way
Your CRM success with agility, pragmatism and implication
Still, most brands see interactivity as:
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Personalisation based on confirmed data
Same message for everybodyOnly used for promotions
CMS personalisationNeuro-marketing: what?! Causing industry tunnel vision
1 size fits all
Your CRM success with agility, pragmatism and implication
But the target audience wants more…
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i WEB MOBILE OFFLINE SOCIAL IN PERSON
B2B & B2C
Inter-channel rules!
Your CRM success with agility, pragmatism and implication
But the target audience wants more…
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The conversation prism
i
Your CRM success with agility, pragmatism and implication
But the consumer wants more…
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START A DIALOGUE BY AUTOMATING AND INTEGRATING
BUSINESS PROCESSES
Your CRM success with agility, pragmatism and implication
Profile your target audience
Delayed profiling:= find intentions
= discover the white spots
CRM
Data mining
RFM models
Predictive modeling
Real-time profiling:Web behaviour
Click behaviour
Convert unknown (pop-in)
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Your CRM success with agility, pragmatism and implication
Click icon to add picture
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Your CRM success with agility, pragmatism and implication
The 1 to 1 urban legend
Interest groups
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300 GroupsPersonasTargets
Your CRM success with agility, pragmatism and implication
From persona to interactive campaign
Go beyond the simple campaigns:Welcome email / SMS
Confirmation e-mail/SMS
Yearly satisfaction survey
Newsletter
RSS feed
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Your CRM success with agility, pragmatism and implication
From persona to interactive campaign
Clever campaigns:Abandon shopping card (re-enter at exit point)
Out of stock
Alternative suggestion (if delivery takes longer than 24 hours)
Weather forecast with insurance proposition
Dynamic Newsletters based on combined real-time data (confirmed / non-confirmed)
Dynamic websites: banners based on profiling, offering based on profiling
Distribute content/offering: Auto-distribution: RSS User generated: add this, tweetme, etc.
Theme generated RSS feeds (selection is added to user profile)
Convert people on a clever way (pop-in, cookie based)
Use brand advocates to generate content
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Your CRM success with agility, pragmatism and implication
Your paradigma
COMMUNICATE
SURF
BUY
• Spread the word• Follow the talks• In store actions
• Interests• Potential
cross/up sell
• Buying behaviour• Satisfaction
information
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Lot’s of data / no control about content / customers screaming
Your CRM success with agility, pragmatism and implication
From brand to social brand
Traditional brand
Interactive brand
Social brand
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- Gather data: - Sales- Satisfaction- Web/digital channels
- Think about conversion of channels- RFM models / Predictive modelling
- Newsletters based on profiling- Clever campaigns in place- Exchanges with social networks- Follow visitors / content
- Interact with customers on non-company platforms- Active use of social media in the marketing mix- Your PR team has become a communications team- Use your brand lovers for:
- test of new products & services- generating content
Your CRM success with agility, pragmatism and implication
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Beyond B2C
What are you doing between 2 client visits?Are your clients satisfied? How do you confirm client visits?
Your CRM success with agility, pragmatism and implication
Integrating social media
Example of an interactive brand
Mobistar
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Your CRM success with agility, pragmatism and implication
Mobistar
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Become TempoMusic
Be TempoMusic & get benefits
Your CRM success with agility, pragmatism and implication
Example of a social brand
Based on what exists, but assembly required!
IKEA
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Your CRM success with agility, pragmatism and implication
When we mix individual ideas
POS: Mobile scanner
POS: In store search
IKEA personal catalogue
IKEA Family Card
IKEA Credit Card
IKEA fan page
IKEA 2nd hand website
IKEA Christmas tree
Facebook pages
Adding:Web & mobile shopping list
Routeplanner (inside the store)
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Your CRM success with agility, pragmatism and implication
Contact info
Hans SmellinckxSenior Consultant Interactive Marketing
Hasselt – Charleroi – Brussels - Paris
M: +32 (0)478 88 36 87
Blog: www.onlinemarketingmanager.be
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