e-marketing Paris 2013 - L'email marketing dans un monde multi-canal
 

e-marketing Paris 2013 - L'email marketing dans un monde multi-canal

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"L'email marketing dans un monde multi-canal" présentation d’Arianna Galante, Directeur Général ContactLab France.

"L'email marketing dans un monde multi-canal" présentation d’Arianna Galante, Directeur Général ContactLab France.

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e-marketing Paris 2013 - L'email marketing dans un monde multi-canal e-marketing Paris 2013 - L'email marketing dans un monde multi-canal Presentation Transcript

  • L’EMAIL MARKETING DANS UN MONDE MULTI-CANAL Arianna Galante, Directeur Général France / Director of Agency Dept. Paris, 29 janvier 2013 @contactlab @digitalzia #EMP2013This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
  • CONTACTLAB EN BREF Plus de 1.000 clients Plus de 40 millions d’emails et 400 campagnes routés par jour 15 ans d’expérience Plus de 120 experts dans l’email marketing 5 bureaux à Milan, Paris, Munich, Londres et Madrid 1 positionnement unique : • Technologie : Routeur • Créativité : Agence • Analyse : Business IntelligenceThis document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
  • CONTACTLAB EN BREF Stratégies de communication digitale Sites / mini- Emails Sondages Jeux concours Médias sociaux sitesThis document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
  • CONTACTLAB EN BREF Accompagnement complet stratégie création déploiement et testing reporting et analyseThis document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
  • CONTACTLAB EN BREFThis document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
  • VEILLE CONCURRENTIELLE (NewsletterMonitor) Conçue et développée par ContactLab Collecte et archive des milliers d’emails chaque jour o 4 000 000 de newsletters o 15 000 announceurs o 5 langues o 20 secteurs d’activité Permet de suivre de près et en temps réel l’activité email marketing de vos concurrents sans devoir vous inscrire à des dizaines de newsletters Disponible en version beta gratuiteThis document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
  • L’EMAIL MARKETING DANS UN MONDE MULTI-CANALThis document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 7
  • BIENVENUE DANS LE MONDE DES «4-SCREEN PEOPLE» Notre consommation de médias se fait devant un écran On passe aisément d’un dispositif à l’autre On en utilise plusieurs à la fois (surtout lorsque devant la télévision) Notre navigation est séquentielle, sur un mix de ces dispositifs (mobile > PC)This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
  • ET EN PARTICULIER DANS UN MONDE MOBILE Les ouvertures depuis mobile représenteront 15 à 65% des ouvertures par email. - eMailmonday - “Party safe mobile email stats” (2013) 43% des emails sont lus depuis un dispositif mobile, plus que depuis desktop ou webmail. - Litmus - “Email Analytics” (Décembre 2012) Les décisions d’achat mobile sont influencées par l’email dans 71% des cas – seulement les amis ont plus d’influence (87%). – Adobe “2013 Digital Publishing Report: Retail Apps & Buying Habits”This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
  • PLEIN DE POTENTIEL… MAIS AVEC DES NOUVELLES EXIGENCES Si un email n’est pas visualisé correctement, 69,7% des consommateurs l’effaceront immédiatement. - BlueHornet “Consumer Views of Email Marketing” (2012)This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
  • VERS L’EMAIL RESPONSIVE ? Même les email optimisés pour mobile comportent des inconvénients o Appels à l’action petits o Obligation à scroller pour comprendre la totalité du message o Textes peu lisibles o Images coupéesThis document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 11
  • VERS L’EMAIL RESPONSIVE… OU DU MOINS VERS L’OPTIMISATION MOBILE Après les sites responsives, l’email responsive o personnalisation des dimensions et du contenu en fonction du dispositif o aucun clic supplémentaire o 1 message / 2 gabarits o des composantes «touch» o images cliquables sur BlackBerry o images adaptées à la résolution Mais aussi plus de temps de préparation et de codage  Vers un design plus simple, 1 colonneThis document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
  • LES IMPLICATIONS Une attention fragmentée Plus d’opportunités d’être vus par une cible toujours joignable UN DEFI Passer du multi-canal au cross-canal La cohérence des points de contactThis document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
  • LA PERTINENCE CROSS-CANAL  Contenus à valeur ajoutée pour le consommateur Le bon message  Une variété de contenus, pas que de la vente !  Personnalisation A la bonne personne  Segmentation  Suivre le cycle de vie du consommateur Au bon moment  Observer le comportement  Calibrer timing et fréquencewww  Respecter les préférences et les habitudes de consommation Sur le bon canal  Garantir une expérience cross-canal fluideThis document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
  • DANS CE CONTEXTE QUEL AVENIR POUR L’EMAIL ? http://www.mediabistro.com/alltwitter/future-of-email_b31143This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
  • L’EMAIL CONTINUE A FAIRE SES PREUVES 77% des consommateurs préfèrent recevoir des promotions par email. The 2012 Channel Preference Survey 60% des décideurs dans les entreprises pensent augmenter leur budget en email marketing. www.strongmail.com/2012marketsurvey 2012: Retour sur investissement de l’email marketing = $ 39.40 Display = $ 22.38 Search = $ 19.71 Social media marketing = $12.90 Mobile = $ 11.37 Direct Marketing Association “The Power of Direct Marketing" (2011-2012)This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
  • L’EMAIL EST CROSS-CANAL notre dénominateur un pont vers toutes nos initiatives commun sur le web the digital glue Un «facilitateur digital»This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
  • LE CROSS-CANAL = OFFRIR UN CHOIXThis document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
  • EMAIL = UN PONT VERS TOUTES LES INITIATIVES MOBILE EM@IL MARKETINGThis document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
  • EMAIL > SITES MARCHANDSThis document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
  • EMAIL > POINTS DE VENTESThis document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
  • EMAIL > POINTS DE VENTESThis document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
  • EMAIL > OMNI-CANALThis document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
  • EMAIL > SHOPPING MOBILEThis document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
  • AU-DELA DE LA VENTEThis document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
  • EMAIL > SONDAGES Feedback au service clients en temps réelThis document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
  • EMAIL > APPLICATIONSThis document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
  • EMAIL > MINI-SITES avec option sms de rappelThis document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
  • EMAIL > INITIATIVES SAISONNIERESThis document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
  • EMAIL > BLOGThis document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
  • EMAIL > EVENEMENTS Daniel Buren / Grand Palais - Paris Cours de l’Università del Caffè - ParisThis document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 31
  • EMAIL ET RESEAUX SOCIAUX http://blog.getresponse.com/uploads/2012/01/infographic_socialmedia_61.jpgThis document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
  • EMAIL > RESEAUX SOCIAUX : la mode PinterestThis document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
  • EMAIL > RESEAUX SOCIAUX : invitationsThis document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
  • EMAIL > RESEAUX SOCIAUX : invitations avec contenuThis document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
  • POUR CONCLUREThis document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
  • LE CROSS-CANAL : UNE EXPERIENCE CONSOMMATEUR COHERENTEThis document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
  • POUR CONCLUREThis document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
  • ContactLab e-mail & e-marketing evolution Merci. Prochains rendez-vous :• Comment attirer l’attention du consommateur et la maintenir. - 29/01 à 14h45 S251• Analyser le comportement des consommateurs pour maximiser le ROI - 30/01 à 10h S252A• Les 5 tendances clés de l’email marketing à ne pas manquer en 2013 - 30/01 à 14h Espace Agora Arianna Galante – arianna.galante@contactlab.com www.contactlab.fr www.newslettermonitor.com 12 rue du Helder 75009 Paris This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.