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Stéphanie Maziole - NEOLANE - HUBFORUM 2012 - Consommateurs et Tendances Mobiles & Apps

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Intervention sur "Mobile CRM" par Stéphanie Maziol, Sr. Manager, Product Marketing Neolane au HUBFORUM 2012 - Paris : http://www.hubforum.com/paris/2012 …

Intervention sur "Mobile CRM" par Stéphanie Maziol, Sr. Manager, Product Marketing Neolane au HUBFORUM 2012 - Paris : http://www.hubforum.com/paris/2012

Intervenant sur le panel « Les consommateurs et les tendances mobiles », Stéphanie Maziol nous explique que le phénomène de géolocalisation implique un nouveau mode de consommation, qui est pour les marques un formidable levier de consommation et de promotion avec des consommateurs connectés.

Les chiffres parlent d’eux-mêmes : 4 millions de Français, soit 20% d’utilisateurs de smartphones, font des achats via une application. Les consommateurs sont demandeurs d’un service particulier via ces App, service que l’on ne trouve pas sur un site internet ou en boutique. Le consommateur y est désormais très actif, en trouvant une porte d’entrée vers la marque. L’App est désormais un mode d’engagement interactif, ludique et intuitif.

Elle conclut son analyse en notant que les marques poussent cette logique de plus en plus loin via la personnalisation des notifications push pour délivrer le bon message au bon endroit.

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  • 1. HUBFORUM 2012 Consumers and Mobile Trends Mobile Apps, A New Channel Of EngagementCopyright Neolane - – 2012Copyright Neolane 2011 Neolane Private and Confidential Neolane confidential 1
  • 2. CROSS-CHANNEL, DEMANDED BY CONSUMERS Direct mail Face to face Social networks interactions Phone call Website POS Call centerCopyright Neolane – 2012 Neolane confidential 2
  • 3. APPS, ALREADY AN OPPORTUNITY FOR BRANDS Millions of French What users expect from a branded consumers who have… app… 59% SMARTPHONES A PARTICULAR AT LEAST ONE 57% SERVICE BRANDED APP SPECIAL OFFERS, COUPONS BOUGHT 46% IN-APP PRODUCT / 4 11 19 SERVICE PURCHASES Source: TNS Sofres, Topcom Consumer 11, Oct 2011Copyright Neolane – 2012 Neolane confidential 3
  • 4. YET, MARKETING INVESTMENTS ARE INSUFFICIENTCopyright Neolane – 2012 Neolane confidential 4
  • 5. Copyright Neolane – 2012 Neolane confidential 5
  • 6. ENGAGE AND RETAIN WITH PERTINENT AND GEO- SPECIFIC PUSH NOTIFICATIONS Personalization Real-time on the name geolocation Individual offer based on customer’s loyaly points Opt-in dependent: Increase stickiness to Engage with the right users have control the app to drive app message, at the right traffic and loyalty time and locationCopyright Neolane – 2012 Neolane confidential 6
  • 7. OPTIMIZE OFFERS WITH 1TO1 PERSONALIZED APP CONTENT Paul, Unprecedented Reach the revenue potential personalized experience of your appCopyright Neolane – 2012 Neolane confidential 7
  • 8. CONTACTSCopyright Neolane – 2012 Neolane confidential 8