Hugues Rey Digital Channel Management 2009 Solvay

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cours de e channel management hugues rey bmma solvay 2009

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Hugues Rey Digital Channel Management 2009 Solvay

  1. 1. Channel Management 2009 e-Business 2.0 Hugues Rey
  2. 2. Hugues Rey - A boring list … ? ;-) • Belgian (Brussels) – 41 years old – Married • 17 years of Media & Digital Strategy Experience – MediaBrands Brussels (IPG): Chief Strategy Officer (2008 - …) – Initiative Europe Middle-East Africa (IPG): Digital Director (2007 - 2008) – FastBridge Brussels (IPG) : Founder / Managing Director (2000 - 2007) – Initiative Media Brussels (IPG): Research & Development Director (1998 – 2000) – Mindshare Brussels (WPP): Research Manager (1992 – 1998) • (Main) Lectures at International & Local Conferences – I-Com Conference - Berlin (9/2005) (Metriweb: The Full Single Source) – IAB France - Paris (1/2006) (International Online Planning: Added Value ?) – Association of Communication Executive (ACE) – Brussels (2/2006) (New Technologies and Communication) – EGTA (European Group of Television Advertising) – Helsinki (4/2006) (IPTV: Are you ready for TV 2.0?) – IAB Greece – Athens (12/2006) (Test ! Learn ! Deploy ! A key to Digital Marketing) – BrandFestival – Budapest (9/2007) (The Whispers of the Crowd!) – Belgian Management & Marketing Association (1/2008) – (Is Social Networking Something Advertisers Can Ignore ?) – ISE Digital Out-Of-Home Business Conference (2/2009) – Amsterdam – (DOOH: A Brave New World ?) • Teacher of digital communication skills at University of Brussels • Industry Presence – Past-President of Interactive Advertising Bureau Belgium (IAB) (2001-2002) – Founding Father & Member of the Board (1998 – 2009) – Chairman of the Internet commission of the Centre for Information about Media (CIM) (1998 - ... ) – Past-Member of the Board of Belgian Management and Marketing Association (BMMA) (2001 - 2005) and the Group for Reflexion and Planning (GRP) (1998 – 2007) • Business Degree (Marketing) – Université Libre de Bruxelles - Solvay Business School (1992)
  3. 3. Do want to meet the « real » Hugues Rey ? + 32 / 496 26 06 88 Messenger: hugues@live Mail: hugues.rey@mediabrands.be Blog: www.rey.be Twitter: huguesrey Second Life: Yugs Bournemouth Linkedin: http://www.linkedin.com/in/huguesrey
  4. 4. Channel vs Communication 29 09 2009 22 10 2009 E-Business Webvertising
  5. 5. Agenda • Introduction to e-Channel Management • Reality of the digital channels and its users in Belgium • 2.0 - … Hype or more ? • The Channel Management & the Marketeer • Conclusions - Recap of the Best Practices
  6. 6. Channel Management www.spy.org.es/upload/actuacion/imagen-35.jpg
  7. 7. What is Channel Management ? • Sales channels (being the conduits by which we distribute our products to the end-user) come in many shapes—from direct, to the web, to the traditional retail environment. – What is the most efficient and effective approach? • Channel management, as a process by which a company creates formalized programs for selling and servicing customers within a specific channel
  8. 8. Channel Management is basically about … • Goals. – Define the specific goals you have for each channel segment. Consider your goals for the channel as a whole as well as individual accounts. And, remember to consider your goals for both acquisition and retention. • Policies. – Construct well-defined polices for administering the accounts within this channel. Be sure to keep the unique characteristics of each segment in mind when defining policies for account set up, order management, product fulfillment, etc. • Products. – Identify which products in your offering are most suited for each segment and create appropriate messaging. Also, determine where your upsell opportunities lie. • Sales/Marketing Programs. – Design support programs for your channel that meet THEIR needs, not what your idea of their needs are. To do this, you should start by asking your customers within this segment, “how can we best support you in the selling and marketing of our products?” That being said, the standard considerations are product training, co-op advertising, seasonal promotions, and merchandising. Again, this is not a one-size fits all, so be diligent about addressing this segment’s SPECIFIC needs in these areas.
  9. 9. Focus for today Business « e » Customer E-business Intelligence Relationship Management Front – end Visible to customer E-business Components Supply Chain Enterprise Management Back – end Ressource operations Planning
  10. 10. D-Channel Revolution
  11. 11. E-Business is part of the True Economy
  12. 12. Integration Level – What’s your opinion ?
  13. 13. Integration Level – Belgian Example Car Banks Club
  14. 14. Digital in Belgium
  15. 15. Belgian Digital Basics Internet • 65 % of Total 15+ • 5 days / week • 60 % of the time spent is Social Media Mobile • 105 % coverage but … 9 % 3G IDTV • +/- 1.300.000 HH (25%) • Digital but weakly interactive (low ad) DOOH • First Network in Knokke
  16. 16. 10,0 20,0 30,0 40,0 50,0 60,0 70,0 80,0 90,0 0,0 GOOGLE.BE LIVE.COM FACEBOOK.COM MSN.BE YOUTUBE.COM WIKIPEDIA.ORG BING.COM NETLOG.COM BLOGGER.COM TELENET.BE SKYNET.BE EBAY.BE 3SUISSES.BE KAPAZA.BE NIEUWSBLAD.BE YAHOO.COM HLN.BE TRUVO.BE SKYROCK.COM IMMOWEB.BE (source: Comscore 06/09 – Target: 15 +) DEXIA.BE WORDPRESS.COM ZITA.BE FORTISBANKING.BE DAILYMOTION.COM Social Websites LAREDOUTE.BE Digital in Belgium is Social OVER-BLOG.COM FLICKR.COM ING.BE MYSPACE.COM IKEA.COM
  17. 17. A Landscape in mutation (Metriweb 11/2003 – 10/2008) Out: Portals In : Social Network - Web Tv - Dailies 2003 2008 Monthly Monthly Rk Regular users Rk Regular users 2008/2003 M S N Belgium 1 2.370.931 M S N Hotmail 1 5.053.270 /// Skynet 2 1.496.044 M S N Belgium Website 2 3.837.858 162% Telenet Breedband 3 814.599 Skynet Website 3 2.864.716 191% M S N Member Directory 4 984.291 HLN.be - 7sur7.be Website 4 2.325.784 - Belgacom Net 5 515.721 NETLOG 5 2.171.720 - Infobelcom 6 455.388 VRT media 6 1.780.157 /// Tiscali 7 453.820 Het Nieuwsblad 7 1.696.202 Pages d’Or - Gouden Gids 8 622.252 Pagesd'or - Gouden Gids 8 1.622.408 261% De Standaard Online 9 325.289 Zita Website 9 1.421.514 175% Start Be 10 490.034 SKYROCK Website 10 1.396.947 - LookNmeet 11 296.096 Kapaza 11 1.370.916 - Le Soir en ligne 12 260.906 2dehands.be - 2memain.be 12 1.353.640 - Tijd Net 13 197.193 De Standaard Online 13 1.083.329 333% Vdab 14 274.345 Immoweb 14 888.843 414% TV1 15 254.050 Vlan Website 15 856.124 /// VTM 16 337.338 Dailymotion 16 849.645 - Références.Vacature.com 17 340.766 LeSoir.be Website 17 740.178 284% Sport.be 18 198.653 De Tijd Website 18 737.045 374% Scarlet 19 176.801 RTL INFO 19 720.573 /// Gazet van Antwerpen 20 177.636 CommentCaMarche 20 717.296 Rendez-Vous (fr) 21 124.717 Gazet van Antwerpen 21 667.116 376% Immoweb 22 214.606 GARAGE TV 22 617.296 - Ad Valvas 23 218.252 SeniorenNet 23 610.346 Place.to.be 24 148.178 koopjesnet.be 24 608.074 DH Net 25 133.094 Zoom in TV 25 607.836 -
  18. 18. Worldwide 875 mio consumers shop online Source Nielsen 12/07 More than 85% of the world’s population with an Internet connection has already bought something online. De online worldwide shopping market has grown for more than 40% for the last 2 years. Books are the most popular (41%) Clothing/Accessories/Shoes (36%) Video’s /dvd’s/games (24%) Flights (24%) Electronics (23%)
  19. 19. Belgian e-Commerce Market figures Source BeCommerce 05/08 2005 : 339mio € 2006 : 675 mio€ +99% 2007 : 989 mio€ +46% 2008 : 1236 mio € +25% expectations D’après Ogone, le leader en solution de paiement en Belgique, le nombre total de transactions est passé de 4,5 millions en 2007 à 6,4 millions en 2008. Soit une augmentation de 42 %.
  20. 20. New rules – Same Game ? What about 2.0 ... http://www.flickr.com/photos/kamshots/
  21. 21. The world is changing – Is it ? 5 trends affecting consumer’s relationships with brands One Data overload Two Blurring boundaries “ We always overestimate what will change the next 2 years, and under-estimate what will Three Time-pressure change the next 10 ” Bill Gates Four EnvironMENTAL Five New Networked Self
  22. 22. “Web 2.0” ? – 6 Rules ! Harnessing the collective intelligence Lightweight programming models (Mash Up,...) Unique, hard-to-recreate data sources Above the level of single device The web as platform Leveraging the long tail through customer self-service
  23. 23. | 26
  24. 24. BVBA / Strands : Multi Devices A 100% customizable interface, personalized suggestions, and versions for the iPhone, Blackberry and Nokia phones are some of the unique characteristics of BBVA Tú cuentas, being offered to BBVA customers.
  25. 25. Harnessing Collective Intelligence • Network effects from user contributions are the key to market dominance in the Web 2.0 era – Wikipedia – E-Bay – LinkedIN – Skype – Folksonomy – Social Network – … – And of course – Blogs
  26. 26. Blog ING Asia/Pacific
  27. 27. Unique, hard-to-recreate data sources • The race is on to own certain classes of core data: location, identity, calendaring of public events, product or people identifiers and namespaces • Example: e-Bay seller information • Example: Amazon also introduced their own proprietary identifier, the ASIN, which corresponds to the ISBN where one is present, and creates an equivalent namespace for products without one.
  28. 28. Barclays France – 2.0 = Mass Customerization « Sur un même écran, nos clients regroupent les comptes à consulter ( professionnel, gestion d’actifs, épargne… ), accèdent en temps réel aux informations du CAC 40, souscrivent un crédit à la consommation, gèrent leur portefeuille boursier et peuvent même ajouter une photo ! » Michel Frétard.
  29. 29. Barclays France – 2.0 = Mass Customerization • Une hausse de 35% du trafic sur le site web • Une solution totalement personnalisable par l’utilisateur (choix des tableaux de bord, photo, accès en temps réel aux données des marchés boursiers…) • Une approche du web centrée sur la vision du «consommateur » et non sur celle du banquier
  30. 30. Lightweight programming models • Syndication, not coordination – RSS • Design for "hackability" and remixability ! – Ajax = isn't a technology. It's really several technologies, each flourishing in its own right, coming together in powerful new ways • Mash Up & Widgets
  31. 31. Digital Channel Marketing Management: 5 fields for optimizatio http://www.flickr.com/photos/8998965@N05/
  32. 32. As Marketeer Digital Channel Management is about … Benefits Organisation Business Model Perceived Benefits for Improvements the end user – Ease of Usage Activation Synergies
  33. 33. As Marketeer Digital Channel Management is about … Benefits Organisation Business Model Perceived Benefits for Improvements the end user – Ease of Usage Activation Synergies
  34. 34. Benefits of e-business • The opportunity to reduce costs of production by reducing overheads - for example, not having a retail outlet in a busy high street location with high rents, reducing stock costs etc • The opportunity to increase sales • The opportunity to access new markets across the globe • The chance to target market segments more effectively • Provide more accurate information and improve customer service experience • Improves the efficiency of the supply chain • Improve employee motivation through more flexible working methods • Allowing 24/7 access to the firm's products and services • Provides convenience and comfort for customers
  35. 35. Business Model
  36. 36. Process Innovation X-Mediation
  37. 37. Dell Computer: A Direct Seller of Computers
  38. 38. Benefits: Lower cost of information: Amazon.com Buy together / Suggestion / Statistics / other consumer comments (1) Buy Together (2) Suggestion (3) Statistics (4) Share Comments & Rate
  39. 39. Benefits: New structure of the product Apple i-tunes music store
  40. 40. I tunes & the long tail How big? 5 billion! This is no rumor, because Apple has just announced that iTunes Store's customers purchased and downloaded more than 5 billion songs, while the iTunes Store also has the largest music catalog online, with over 8 million tracks. Even more, the iTunes Store is now renting over 50,000 movies daily, turning it into the most popular movie store, too, with a catalog of over 20,000 TV episodes, over 2,000 films, of which over 350 are available in HD quality.
  41. 41. Music was the basecamp for the App ! July 2008 US MP3 market share: 73.4% iPod, 8.6% Sandisk, 2.6% Microsoft, 15.4% other iTunes is the largest music distributor over Wal-Mart, Best Buy, others iTunes has over 8.5 million songs, 125k podcasts, 30k episodes of TV shows, 2.6k Hollywood movies and 3k applications for iPhone and iPod touch App Store: 100 million app downloads in 60 days App Store: More than 3k applications, 90% priced less than $10, 600 total apps are free
  42. 42. Spotify – New Rules
  43. 43. www.bivolino.com – Mass Customerization
  44. 44. Longer Value Chain Intermediation
  45. 45. Business Model Unique Information + Model • Unlike other travel companies, Farecast predicts when a user should buy a ticket based upon 175 billion points of previous airfare data. Its engine can currently predict whether airfare goes up or down up to a week into the future with a claimed success rate of 70-75%. While Farecast has a lot of competition, they claim it is the only company which can predict future prices. • Same Model for hotels
  46. 46. Consumer Voice is Cristal Clear
  47. 47. As Marketeer Digital Channel Management is about … Benefits Organisation Business Model Perceived Benefits for Improvements the end user – Ease of Usage Activation Synergies
  48. 48. What’s in it for the consummer ? 10before10 study - 2007 I would switch to another brand if I could buy this other brand online 4% 65% B I would change my opinion, if I was 23% 37% dissatisfied with the website I would switch brands if I had access to interesting promotions (for another brand) 28% 36% via the internet Agreement (Top 2) Cars are not fit to be sold via the internet 37% 20% B Disagreement (Bottom 2) Before I purchase a car I fin d important to look up info online 62% 7% C After I purchase a car, I find importnat to have the possibility to look up additional 67% 7% A product info on the web I think it's important for cars manufacturers to have a well designed 73% 4% C website
  49. 49. What do the expect to find on a website ? Brand Website is more perceived as source of info than a sale channel
  50. 50. Perceived Drawbacks of online banking Source: Cyberscan 11 LESS SECURITY NO ERROR FREE LESS PROTECT PRIVATE LIVE LESS ADVICE e-Bankers COMPLEXITY Internet Users 0 10 20 30 40 50 60
  51. 51. Perceived Advantages of online banking Source: Cyberscan 11 24H/24H SAVING TIME BETER CONTROL FROM EVERYWHERE e-Bankers LOWER COST Internet Users 0 20 40 60 80 100
  52. 52. Ease of usage: www.snba.be Easy = To the point ! • Home page heart = Booking engine • Cross-Sales clearly identified
  53. 53. Ease of usage: www.snba.be Easy = Clear process • Seamless selection of base criteria – Destination – Date – Number of people – Children (Y/N) – Type of flight • 5 clear steps • Notre but est que flySN.com soit le meilleur endroit pour faire du commerce en ligne, un outil ultra performant et pas seulement une présentation des services de SN – Bruno Brusselmans, e-Business Manager de la compagnie. •
  54. 54. Ease of usage: Keytrade Homepage Client Prospect
  55. 55. Ease of usage: Does anyone need all this content ? (2006) Master Class Marketing
  56. 56. Ease of usage: Does anyone need all this content ? (2008)
  57. 57. Ease of usage: Better identification, better personalization Cookie Retention Technologie s Manual User ID Content Personalization « My Site »
  58. 58. ID vs Content: Example: NY Times
  59. 59. Next Steps ? Augmented Reality www.rey.be
  60. 60. As Marketeer Digital Channel Management is about … Benefits Organisation Business Model Perceived Benefits for Improvements the end user – Ease of Usage Activation Synergies
  61. 61. Synergy & Strategy • Define channel role – From pre-sale to after-sale • Stick to the « natural » customer – Coherence – Integration (Stocks, …) – Channel optimization • Organize – Specific Company vs Manage internal conflict • Range of Product / Services
  62. 62. Role of e-channel Range of Services-Products • Pre-Sales (ex: car, …) • Larger Offer (ex: Delhaize wine world,…) • Alternative Offer (ex: Flash Sales, …) • Specific Offer – Mass Customerization (ex: Kickers, Bivolino,…) • 3rd Party Resselers (Cdiscount, …) • Post-Sales / Registration
  63. 63. Pricing • Price could be the model … - • Convenience … + • Exclusivity… + • Up-selling • Cross-selling
  64. 64. Delhaize Store & www.delhaizewineworld.be Synergy = Leader off & on + complementarity •Delhaize •Delhaizewineworld.be – 400 points of sales in Belgium – 1.400 references ! (Thematic – « the » Belgium reference for search) wine in supermarket • Re-inforce the Leading postion • Wine = First Shelf in the store – 2.700 Visitors / Day – Average bottle sold = 5€ – Average bottle sold = 15€ – 3% of the total sales • +/- 1800 bottles/Day – Drive traffic to the stores
  65. 65. Ethias – Integrated communication 0800/… + www.ethias.be
  66. 66. Life Cycle Management
  67. 67. As Marketeer Digital Channel Management is about … Benefits Organisation Business Model Perceived Benefits for Improvements the end user – Ease of Usage Activation Synergies
  68. 68. How to be efficiently found? Traffic Management !
  69. 69. Digital Channel Traffic builders
  70. 70. Managing the … Return On Investment • ... is more than just optimizing the clicks (cost & numbers) • … is to understand – which kind of « ad » – on which website – at which time • … is developing the most direct impact on the advertiser business (prospect – leads - subscription – sales) Adserver Tracking
  71. 71. Tracking – Dexia Example Confirmation Clicks Subscription Landing Demo Info Views
  72. 72. Conversion x Websites x CTR/VTR • 58.009 clicks on creatives • 53.305 actions on the landingspage 26% • 13.895 people starting with filling in the subscription form 12% • 6.141 surfers who really subscribed • 44% of the subscriptions due to direct click on • creations vs 56% via viewthrough
  73. 73. Reporting with post click tracking example Cost / Conversion (client confirmation) x Website Conversion Average Cost / avg. CTR Clicks bevestiging Cost / Click Conversion MSN 0,74% 10.040 9 0,46 € 513,2 € Tijd 0,46% 537 27 4,65 € 92,5 € Tiscali 0,12% 457 10 4,46 € 203,8 € Skynet 0,29% 2.477 17 2,74 € 399,2 € De Standaard 0,14% 1.485 12 2,54 € 314,3 € Beweb - 3.819 13 1,00 € 293,8 € Total - 23.710 105 1,12 € 253,9 €
  74. 74. As a reminder Traffic is Multi-source
  75. 75. As Marketeer Digital Channel Management is about … Benefits Organisation Business Model Perceived Benefits for Improvements the end user – Ease of Usage Activation Synergies
  76. 76. Constant Improvement is about … • New functionalities – No Gadgets – but solutions ! – Cross Products (On/Off) • Channel analytics and correct KPI’s setting (according to your objectives) • Usability – Better interface
  77. 77. Constant improvement example E-Bay buys Skype ! • E-bay’s success is (basically) based on – A high number of products due to the digitalization and the network – Number of members -> Number of transactions – Security (if you stay in the model, e-bay guarantees you a certain level of security) – Trust between the members
  78. 78. Thalys – Cybelys: Web + SMS + Cybelys Card = Ticketless & Paperless !
  79. 79. On + Off / Communities
  80. 80. On + Off / Communities
  81. 81. Multi-source Testing
  82. 82. Usability • Clarity and elegance of interaction within a web site – Learnability (e.g. intuitive navigation) – Efficiency of use – Memorability – Few and non-catastrophic errors – Subjective satisfaction
  83. 83. Usability – Some technics • Live test on panel – Filmed – Record verbalization – Eye tracking movement (see example later) – Mouse mouvement – Memorization (Short and long term) of the interface – … • Modelization – How to organize data and process for users • Ergo-Layouts – Base for the designers • (Re) - Design
  84. 84. Usability – Example: Eye Tracking
  85. 85. Version 2002-2003
  86. 86. Version 2004
  87. 87. Version 2006
  88. 88. Web analytics & KPI’s • Web analytics is the measurement of the behaviour of visitors on a website. • Technically: smart analysis of the logfiles crossed by behaviour of the users • Defining the KPI’s – Primary goal organization – Primary goal of channel – Goal of individual section – Identify & define succesful visit profiles – What are « desired behaviors » for visitors
  89. 89. Traditional Metrics
  90. 90. Funnel
  91. 91. Example of Top KPI’s x Goal •Customer Acquisition •Lead Generation – Sart a new account sign-up – Request more info – Application Download – Pre-approval/Qualification – E-mail submission – Locate an agent – Contact an agent – Webinar subscription •Customer Retention – % of account (x time) active in a period •Cost Reduction – Account asking for additional – Direct Traffic to the website information – E-mail / Call generate from the web •Customer Cross-Sell – Number of web section reach – Accounts per household – % of customer viewing of product page detail
  92. 92. Multi-criteria optimization
  93. 93. Recap of Best Practices - Conclusions -
  94. 94. Digital commerce 2.0
  95. 95. General Best Practices •Benefits •Think about consumer needs (and hurdles) first, then about technology •Think about multi-channel objectives, •Ease of usage don’t try to be exhaustive •Insist on the e-channel advantages: •Synergies empower your customer •Non-stop : track – measure – •Activation benchmark •Keep the off line communication style •Constant improvement (consistency), and tag our URL on all your points of contacts
  96. 96. Future? 3 filter questions about technology ? • Useful ? • Usable ? • Used ? Master Class Marketing | 101
  97. 97. Thanks for Listening … (Let’s Talk ;-) + 32 / 496 26 06 88 Messenger: hugues@live Mail: hugues.rey@mediabrands.be Blog: www.rey.be Twitter: huguesrey Skype: Yugsxiii Second Life: Yugs Bournemouth Linkedin: http://www.linkedin.com/in/huguesrey

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