Neolane Marketing Survey #2
Context   ►     As a leading cross-channel campaign management solution         provider, Neolane is in touch with thousan...
About Neolane   ► Leading     Independent Marketing       Platform Provider Supporting       B2B and B2C Organizations    ...
400 Customers   E-COMMERCE               RETAIL             TRANSPORT TOURISME   SERVICES   FINANCIAL SERVICES      INDUST...
The results, in a nutshell   ►     22% of marketers personalise their website in real-time         today… 59% will do with...
Screenshots of the infographicCopyright Neolane - 2012                              Neolane confidential   6
Screenshots of the infographicCopyright Neolane - 2012                              Neolane confidential   7
Copyright Neolane - 2012   Neolane confidential   8
Copyright Neolane - 2012   Neolane confidential   9
Copyright Neolane - 2012   Neolane confidential   10
Copyright Neolane - 2012   Neolane confidential   11
Copyright Neolane - 2012   Neolane confidential   12
Copyright Neolane - 2012   Neolane confidential   13
Copyright Neolane - 2012   Neolane confidential   14
Copyright Neolane - 2012   Neolane confidential   15
Detailed results of the surveyCopyright Neolane - 2012                                Neolane confidential   16
Web personalisation, next year gold rush?     ►     In 2014: 59% of marketers will personalise their website.           Th...
Web personalisation, next year’s gold rush?  Country specifics   ►     Nordic countries, UK and Belgium have more planned ...
Personalisation of the web experience ROI   ►     Considering people who do not personalise /have planned         to perso...
Website personalisation: main objective is not  immediate sales but loyalty   ►     Marketers do not personalise website f...
The most efficient inputs: the whole customer  profile & purchase history   ►     Marketers get the most ROI from personal...
Marketers still invest with caution   ►     29% of marketers invest more than 50K € in website         personalisation eff...
An extremely quick ROI!   ►     54% of marketers who had put in place real time web         personalisation strategies got...
Beyond the web, there is social & mobile   ►     Email is the most mature channel in terms of         personalisation.   ►...
Beyond the web, there is social & mobile                                 Q5 - On which other channels do you or do you pla...
Beyond the web, there is social & mobile                                Q5 - On which other channels do you or do you     ...
Beyond the web, there is social & mobile                                Q5 - On which other channels do you or do you     ...
Beyond the web, there is social & mobile                                 Q5 - On which other channels do you or do you    ...
Beyond the web, there is social & mobile                                Q5 - On which other channels do you or do you     ...
Beyond the web, there is social & mobile     Q5 - On which other channels do you or do you plan to offer a     personalise...
Thank you!                Fore more information about             Neolane web personalisation offers:                  htt...
AnnexesCopyright Neolane - 2012             Neolane confidential   32
Objectives of the survey   ►     Understand how marketers personalise digital interactions         with their prospects an...
Methodology of the survey            Specificities          Target                Process    Mayor objective is      Neola...
Emailing                           ►   The                               emailing, s                               ent wit...
Questions                           ►    The                                survey,                                managed...
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Personalised Digital Interaction: What really works according to European marketers?

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As a leading cross-channel campaign management solution provider, Neolane is in touch with thousands of marketers the world over.
Leveraging this advantageous position, we decided to run surveys, questioning marketers about their main challenges to gather their insights, analyse these and then share results with them.
Following the first Neolane Marketing Survey that focused on social marketing ROI, we looked to analyse how marketers personalise their digital interactions today.
More than 600 marketers participated in the survey.

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  • Q1 Do you personalise the content and offers on your website(s) in real-time?
  • Q1 bisWhy? (only for people answersing : No, we offer the same content for all visitors and have no current plans to adopt this approach) at the Q1
  • Q1 ter What do you expect from website personalisation? (only for people answering they personalise or they will do it in the 12 coming monthsMultiple choice
  • Personalised Digital Interaction: What really works according to European marketers?

    1. 1. Neolane Marketing Survey #2
    2. 2. Context ► As a leading cross-channel campaign management solution provider, Neolane is in touch with thousands of marketers the world over. ► Leveraging this advantageous position, we decided to run surveys, questioning marketers about their main challenges to gather their insights, analyse these and then share results with them. ► Following the first Neolane Marketing Survey that focused on social marketing ROI, we looked to analyse how marketers personalise their digital interactions today. ► More than 600 marketers participated in the survey.Copyright Neolane - 2012 Neolane confidential 2
    3. 3. About Neolane ► Leading Independent Marketing Platform Provider Supporting B2B and B2C Organizations  $ 44 M revenue in 2011  47% year-over-year growth in 2011  350 customers  250 employees  11 years experience  Market recognition: Forrester, Gartner, Sirius Decisions …  USA, France, UK, Nordics • Customers in 12 countries  Much more than just software: • Users in 20 countries hosting services, e-mail & SMS routing, and expert servicesCopyright Neolane 2011 - 2012 Neolane confidential 3 3
    4. 4. 400 Customers E-COMMERCE RETAIL TRANSPORT TOURISME SERVICES FINANCIAL SERVICES INDUSTRY TELECOMS MEDIA PRESS LEISURECopyright Neolane - 2012 Neolane confidential 4
    5. 5. The results, in a nutshell ► 22% of marketers personalise their website in real-time today… 59% will do within the next 12 months. 3 times more! ► Only 9% of marketers who do not personalise their website because they doubt the potential ROI. ► 54% of marketers using web personalisation get a significant ROI within months. ► The most efficient data for web personalisation: the whole customer profile and purchase behaviour ► The top channels to offer a personalised experience beyond the web: social & mobileCopyright Neolane - 2012 Neolane confidential 5
    6. 6. Screenshots of the infographicCopyright Neolane - 2012 Neolane confidential 6
    7. 7. Screenshots of the infographicCopyright Neolane - 2012 Neolane confidential 7
    8. 8. Copyright Neolane - 2012 Neolane confidential 8
    9. 9. Copyright Neolane - 2012 Neolane confidential 9
    10. 10. Copyright Neolane - 2012 Neolane confidential 10
    11. 11. Copyright Neolane - 2012 Neolane confidential 11
    12. 12. Copyright Neolane - 2012 Neolane confidential 12
    13. 13. Copyright Neolane - 2012 Neolane confidential 13
    14. 14. Copyright Neolane - 2012 Neolane confidential 14
    15. 15. Copyright Neolane - 2012 Neolane confidential 15
    16. 16. Detailed results of the surveyCopyright Neolane - 2012 Neolane confidential 16
    17. 17. Web personalisation, next year gold rush? ► In 2014: 59% of marketers will personalise their website. That’s 3 times more than today. ► 37% of marketers plan to personalise content and offers on their website in real-time. 22% already do it. Q1 - Do you personalise the content and offers on your website(s) in real-time? Yes 19% 44% Planned within the next 12 months 37% Not plannedCopyright Neolane - 2012 Neolane confidential 17
    18. 18. Web personalisation, next year’s gold rush? Country specifics ► Nordic countries, UK and Belgium have more planned projects than France within the next 12 months. 100% Q1 - Do you personalise the content and offers on your 90% website(s) in real-time? 80% 42% 39% 46% 50% 70% Nothing planned 60% 50% Planned within the next 12 40% 33% 42% months 44% 30% 44% Personalise in real time 20% the website 10% 21% 19% 14% 0% 6% FR ND UK BECopyright Neolane - 2012 Neolane confidential 18
    19. 19. Personalisation of the web experience ROI ► Considering people who do not personalise /have planned to personalise their website (slide 7): Only 9% do not personalise because they think the ROI is not achievable. Q1 Why? (only for people answering : No, we offer the same content for all visitors and have no current plans to adopt this approach) in Q1 9% Not confident in the potential of ROI 35% No budget 56% Not a priorityCopyright Neolane - 2012 Neolane confidential 19
    20. 20. Website personalisation: main objective is not immediate sales but loyalty ► Marketers do not personalise website for immediate sales, they focus on loyalty and acquisition first. Q1 - What do you expect from website personalisation? (only for57% people answering they personalise or they will do it in the 1256% coming months) Multiple choice55%54%53%52% 56%51%50% 53% 53%49% 51%48%47% Customer satisfaction Prospect to customers Website visitor to Cross-sell & upsell & loyalty conversion rate prospect conversion increase rate increaseCopyright Neolane - 2012 Neolane confidential 20
    21. 21. The most efficient inputs: the whole customer profile & purchase history ► Marketers get the most ROI from personalisation based on the whole customer profile and purchase behaviour. Q2 - Website personalisation techniques that25% give a significant ROI according to marketers20%15%10% 19% 19% 14% 5% 9% 11% 0% Based on Based on social Based on web Based on Based on collaborative profile behaviour purchase customer profile filtering behaviourCopyright Neolane - 2012 Neolane confidential 21
    22. 22. Marketers still invest with caution ► 29% of marketers invest more than 50K € in website personalisation efforts. ► 71% are still investing with caution on this field. Q3 - What budget do you spend or plan to spend per year for a real-time web personalisation solution? 11% 18% 45% Less than 10 000 € 10 000 € to 50 000 € 26% 50 000 € to 100 000 € More than 100 000 €Copyright Neolane - 2012 Neolane confidential 22
    23. 23. An extremely quick ROI! ► 54% of marketers who had put in place real time web personalisation strategies got a ROI within months! Q4 - Do you think the investment made on your website to offer a personalised experience to visitors provides you a ROI? 15% 31% ROI is not yet reached Yes, we get ROI within months Yes, we get ROI within years 54%Copyright Neolane - 2012 Neolane confidential 23
    24. 24. Beyond the web, there is social & mobile ► Email is the most mature channel in terms of personalisation. ► Social & Mobile, the top promising channels to personalise experiences, beyond the web. 60% Q5 - On which other channels do you or do you Already do 50% plan to offer a personalised experience? Planned 40% 30% 54% 20% 38% 40% 40% 31% 33% 10% 19% 20%19% 17% 10% 11% 0% Mobile push Mobile app Social media PoS Call center Email contentCopyright Neolane - 2012 Neolane confidential 24
    25. 25. Beyond the web, there is social & mobile Q5 - On which other channels do you or do you plan to offer a personalised experience? Answers for Mobile app content 100% 90% 80% 44% 51% 51% 70% 56% 60% Not planned 50% Planned 40% 43% Done 30% 38% 41% 38% 20% 10% 11% 8% 13% 6% 0% FR ND UK BECopyright Neolane - 2012 Neolane confidential 25
    26. 26. Beyond the web, there is social & mobile Q5 - On which other channels do you or do you plan to offer a personalised experience? Answers for Mobile push notifications100% 90% 34% 80% 51% 52% 70% 59% 60% Not planned 50% Planned 40% Done 63% 30% 37% 32% 42% 20% 10% 12% 10% 7% 3% 0% FR ND UK BECopyright Neolane - 2012 Neolane confidential 26
    27. 27. Beyond the web, there is social & mobile Q5 - On which other channels do you or do you plan to offer a personalised experience? Answers for Email100% 15% 14% 9% 90% 19% 80% 29% 33% 70% 33% 60% 41% Not planned 50% Planned 40% Done 30% 58% 58% 52% 20% 41% 10% 0% FR ND UK BECopyright Neolane - 2012 Neolane confidential 27
    28. 28. Beyond the web, there is social & mobile Q5 - On which other channels do you or do you plan to offer a personalised experience? Answers for Points of Sale 100% 90% 80% 52% 56% 70% 65% 66% 60% Not planned 50% Planned 40% Done 30% 32% 23% 13% 22% 20% 10% 22% 16% 21% 13% 0% FR ND UK BECopyright Neolane - 2012 Neolane confidential 28
    29. 29. Beyond the web, there is social & mobile Q5 - On which other channels do you or do you plan to offer a personalised experience? Answers for Call Centre100% 90% 80% 50% 53% 51% 70% 63% 60% Not planned 50% 15% Planned 40% 16% 27% Done 30% 19% 20% 35% 32% 10% 19% 19% 0% FR ND UK BECopyright Neolane - 2012 Neolane confidential 29
    30. 30. Beyond the web, there is social & mobile Q5 - On which other channels do you or do you plan to offer a personalised experience? Answers for Social Marketing100% 90% 36% 33% 80% 47% 50% 70% 60% Not planned 50% Planned 42% 45% 40% Done 36% 30% 41% 20% 10% 17% 22% 21% 9% 0% FR ND UK BECopyright Neolane - 2012 Neolane confidential 30
    31. 31. Thank you! Fore more information about Neolane web personalisation offers: http://bit.ly/NeoInteractionCopyright Neolane - 2012 Neolane confidential 31
    32. 32. AnnexesCopyright Neolane - 2012 Neolane confidential 32
    33. 33. Objectives of the survey ► Understand how marketers personalise digital interactions with their prospects and customers ► Share result gathered with our community of customers and the marketCopyright Neolane - 2012 Neolane confidential 33
    34. 34. Methodology of the survey Specificities Target Process Mayor objective is Neolane contacts Emailing: creating value added only, no rented November - content and share it database December 2012 with peers 2 waves of email in European: French and English Simplicity: France, UK, Benelux, 5 questions Switzerland, Nordics 2 incentives: No panel (Denmark, Finland, Ic exclusivity and a eland, Norway and chance to win an Sweden) iPadCopyright Neolane - 2012 Neolane confidential 34
    35. 35. Emailing ► The emailing, s ent with Neolane CampaignCopyright Neolane - 2012 Neolane confidential 35
    36. 36. Questions ► The survey, managed by Neolane Survey ManagerCopyright Neolane - 2012 Neolane confidential 36

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