Personalised Digital Interactions: What Reallt Works According to European Marketers
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Personalised Digital Interactions: What Reallt Works According to European Marketers

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For its second marketing survey, Neolane chose to analyze how marketers personalise their digital interactions today. More than 600 European marketers participated in the survey.

For its second marketing survey, Neolane chose to analyze how marketers personalise their digital interactions today. More than 600 European marketers participated in the survey.

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Personalised Digital Interactions: What Reallt Works According to European Marketers Presentation Transcript

  • 1. Neolane Marketing Survey #2
  • 2. Context ► As a leading cross-channel campaign management solution provider, Neolane is in touch with thousands of marketers around the world. ► Leveraging this advantageous position, we decided to run surveys, questioning marketers about their main challenges to gather their insights, analyze their feedback, and then share results with them. ► Following the first Neolane Marketing Survey that focused on social marketing ROI, we chose to analyze how marketers personalise their digital interactions today. ► More than 600 marketers participated in the survey.Copyright Neolane - 2012 Neolane confidential 2
  • 3. Survey Results in a Nutshell ► 22% of marketers personalise their website in real-time today… 59% will do within the next 12 months. That’s nearly 3 times more! ► Only 9% of marketers who do not personalise their website do so because they doubt the potential ROI. ► 54% of marketers using web personalization 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 & mobile.Copyright Neolane - 2012 Neolane confidential 3
  • 4. Survey Highlights from InfographicCopyright Neolane - 2012 Neolane confidential 4
  • 5. Copyright Neolane - 2012 Neolane confidential 5
  • 6. Copyright Neolane - 2012 Neolane confidential 6
  • 7. Copyright Neolane - 2012 Neolane confidential 7
  • 8. Copyright Neolane - 2012 Neolane confidential 8
  • 9. Copyright Neolane - 2012 Neolane confidential 9
  • 10. Copyright Neolane - 2012 Neolane confidential 10
  • 11. Copyright Neolane - 2012 Neolane confidential 11
  • 12. Copyright Neolane - 2012 Neolane confidential 12
  • 13. Detailed Survey ResultsCopyright Neolane - 2012 Neolane confidential 13
  • 14. Web Personalisation: Next Year’s 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 14
  • 15. 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% 42% months 33% 44% 30% Personalise in real time 44% the website 20% 10% 21% 19% 14% 0% 6% FR ND UK BECopyright Neolane - 2012 Neolane confidential 15
  • 16. 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 16
  • 17. 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 17
  • 18. 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 18
  • 19. 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 19
  • 20. 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 20
  • 21. Beyond the web, there is social & mobile ► Email is the most mature channel in terms of personalisation. ► Social & Mobile are the top promising channels to personalise experiences beyond the web.60% Q5 - On which other channels do you or do you Already do50% plan to offer a personalised experience? Planned40%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 21
  • 22. 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% Done 43% 30% 38% 41% 38% 20% 10% 11% 8% 13% 6% 0% FR ND UK BECopyright Neolane - 2012 Neolane confidential 22
  • 23. 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 23
  • 24. 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 24
  • 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 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 25
  • 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 Call Center100% 90% 80% 50% 53% 51% 70% 63% 60% Not planned 50% Planned 40% 15% 16% Done 30% 27% 19% 20% 35% 32% 10% 19% 19% 0% FR ND UK BECopyright Neolane - 2012 Neolane confidential 26
  • 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 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 27
  • 28. Thank you! Fore more information about Neolane web personalisation offers: http://bit.ly/NeoInteractionCopyright Neolane - 2012 Neolane confidential 28
  • 29. AnnexesCopyright Neolane - 2012 Neolane confidential 29
  • 30. Survey Objectives ► Understand how marketers personalise digital interactions with their prospects and customers ► Share results gathered with our community of customers and the marketCopyright Neolane - 2012 Neolane confidential 30
  • 31. Survey Methodology Specificities Target Process Major objective is Neolane contacts Emailing: creating value added only, no rented November - content and share it databases/lists 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, exclusivity and a Iceland, Norway and chance to win an Sweden) iPadCopyright Neolane - 2012 Neolane confidential 31
  • 32. Emailing ► The email was sent with Neolane CampaignCopyright Neolane - 2012 Neolane confidential 32
  • 33. Questions ► The survey was managed by Neolane Survey ManagerCopyright Neolane - 2012 Neolane confidential 33
  • 34. Neolane Snapshot Founded in 2001 Global Presence 300+ Employees 400+ Customers Independent & Agile Rapidly Growing & Profitable  2012: $58m, 40% global consolidated growth Recognized Leader by Forrester & GartnerCopyright Neolane - 2012 Neolane confidential 34