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Email Marketing vs Social Media
Email Marketing vs Social Media
Email Marketing vs Social Media
Email Marketing vs Social Media
Email Marketing vs Social Media
Email Marketing vs Social Media
Email Marketing vs Social Media
Email Marketing vs Social Media
Email Marketing vs Social Media
Email Marketing vs Social Media
Email Marketing vs Social Media
Email Marketing vs Social Media
Email Marketing vs Social Media
Email Marketing vs Social Media
Email Marketing vs Social Media
Email Marketing vs Social Media
Email Marketing vs Social Media
Email Marketing vs Social Media
Email Marketing vs Social Media
Email Marketing vs Social Media
Email Marketing vs Social Media
Email Marketing vs Social Media
Email Marketing vs Social Media
Email Marketing vs Social Media
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Email Marketing vs Social Media

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Ponencia impartida por Luis Arimany, CEO de Evolufarma, durante la conferencia “Pharma social media and e marketing forum” celebrado el 6 y 7 de junio de 2013 en Frankfurt (Alemania). …

Ponencia impartida por Luis Arimany, CEO de Evolufarma, durante la conferencia “Pharma social media and e marketing forum” celebrado el 6 y 7 de junio de 2013 en Frankfurt (Alemania).

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  • 1. Pharma Social Media & E-Marketing Forum 2013Email Marketing vsSocial MediaLuis Arimany. CEO@evolufarma@luisarimany
  • 2. Pharma Social Media & E-Marketing Forum 2013Index• Multichannel Strategy• Email vs Social Media• Campus Sanofi Case Study• Types of emailing• Inditex Case Study
  • 3. Pharma Social Media & E-Marketing Forum 2013Index• Multichannel Strategy• Email vs Social Media• Campus Sanofi Case Study• Types of emailing• Inditex Case Study
  • 4. Pharma Social Media & E-Marketing Forum 2013Be where the client is.He is our client 24h
  • 5. Pharma Social Media & E-Marketing Forum 2013Global strategy,but we will focus in email vs social media
  • 6. Pharma Social Media & E-Marketing Forum 2013Multichannel strategy• Great opportunities• It can be cheap• but:
  • 7. Pharma Social Media & E-Marketing Forum 2013Index• Multichannel Strategy• Email vs Social Media• Campus Sanofi Case Study• Types of emailing• Inditex Case Study
  • 8. Pharma Social Media & E-Marketing Forum 2013Similar Benefits• Low cost• Measurable• Quick• Gets to many people• Push the message• SEO– Social media better– Email though traffic
  • 9. Pharma Social Media & E-Marketing Forum 2013Social Media is Better in• Growth• Resonance: Viral• Dialogue:– but needs moreattendance
  • 10. Pharma Social Media & E-Marketing Forum 2013Emailing also very good
  • 11. Pharma Social Media & E-Marketing Forum 2013email94% of UsersSend or read an email is the mostpopular online activity in 2012.• 83% Search Engine• 75% Get news• 72% Have fun• 66% Buy• 61% Social media
  • 12. Pharma Social Media & E-Marketing Forum 2013Better email• Email also Profesional use• Direct message• Can be save for later (semi pull)• Preferred marketing method– 75% of Adults– People are increasing time spent incommercial email• 17% in 2005• 30% in 2011• Problem of spam  Importance ofSegmentation and determining
  • 13. Pharma Social Media & E-Marketing Forum 2013Index• Multichannel Strategy• Email vs Social Media• Campus Sanofi Case Study• Types of emailing• Inditex Case Study
  • 14. Pharma Social Media & E-Marketing Forum 2013Campus Sanofi
  • 15. Pharma Social Media & E-Marketing Forum 2013Adapt: Many opportunities• They understood is not about product,• It is about adding value to our stake holdersand by doing this there are many possiblethings to do complying with the regulation
  • 16. Pharma Social Media & E-Marketing Forum 2013Index• Multichannel Strategy• Email vs Social Media• Campus Sanofi Case Study• Types of emailing• Inditex Case Study
  • 17. Pharma Social Media & E-Marketing Forum 2013Types of mailsBulkmailNewsletterPrivate sellsPromotionsAutomaticmailBirthdayWelcomepackShopping cartTransactionalmailPasswordPurchaseconfirmationReportMarketing IT
  • 18. Pharma Social Media & E-Marketing Forum 2013Transactional mail vs bulk mail• Open rate: 8-times • 75% of customers prefer email as acommunication channel • 20% of transactional mails are marked asspam 
  • 19. Pharma Social Media & E-Marketing Forum 2013From e-mail marketing to LoyaltyMassiveSegmentationPersonalizationFrom one-to-all to one-to-oneBOOST• Open• Clic• Clic to open rate• Purchase• LOYALTY
  • 20. Pharma Social Media & E-Marketing Forum 2013Results of mail personalizationSegmentationLoyaltyConversionrateResultsROIimprovement
  • 21. Pharma Social Media & E-Marketing Forum 2013Index• Multichannel Strategy• Email vs Social Media• Campus Sanofi Case Study• Types of emailing• Inditex Case Study
  • 22. Pharma Social Media & E-Marketing Forum 2013INDITEX loyalty program• Affinity Card• Several emailing campaingsduring 3 months to rewardloyalty• Last emailing– Segmented: From Affinity cardonly to those who purchased– Personliced subject– Personaliced email– Value of promotion in relation to 3months purchase
  • 23. Pharma Social Media & E-Marketing Forum 2013
  • 24. Pharma Social Media & E-Marketing Forum 2013Thank you!luisarimanyluis@evolufarma.com+34 699 305 423

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