Online lead conversion with Blueconic
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Online lead conversion with Blueconic

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Webinar slides on how to improve your online lead conversion by using an online engagement tool as Blueconic: listen to the behaviour of your target and improve your (online) lead conversion.

Webinar slides on how to improve your online lead conversion by using an online engagement tool as Blueconic: listen to the behaviour of your target and improve your (online) lead conversion.

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Online lead conversion with Blueconic Online lead conversion with Blueconic Presentation Transcript

  • www.realdolmen.com ONLINE LEAD CONVERSION OCTOBER 28, 2013 | SLIDE 1
  • YOUR HOSTS FOR TODAY Maarten Bekaert RealDolmen CRM Consultant ‘Technology Marketing’ Previous: Cantab / Velocitas / HP – Lead Manager GWE Ruud Verstraeten GX Software Product Marketeer OCTOBER 28, 2013 | SLIDE 2
  • AGENDA  Marketing is changing  Blueconic customer Case PSV increases online ticket sale conversion  Q&A OCTOBER 28, 2013 | SLIDE 3
  • THERE IS NOTHING PERMANENT, EXEPT CHANGE - Heraclitus
  • MARKETING IS CHANGING TOO. . .
  • Customer interaction is moving
  • Not content, but contact Has become King
  • The customer Journey before the internet
  • Unstructured Individual Unpredictable Crosschannel
  • Customers are becoming Online Nomads
  • ...On a journey
  • Customers no longer interact from a channel perspective, But through Touch points …
  • Customer is DICTATOR
  • me, me, What does my teach you?
  • Engage ! online With your customers & prospects
  • Dialogue
  • Mobile ad spend has quadrupled since 2009, and it is expected to keep growing at the same pace for the next 2 years Only 25% of brands have a mobile strategy [Econsultancy] [Business Insider] 7,1 billion 6,8 billion 45% of companies rely solely on desktops sites to showcase their content [Adobe]
  • Ok, but do I do that?
  • 1 Tie your customer information together
  • 2 Be able to identify your visitors
  • 3 right message The time, place At the right At the right
  • Visionary ‘Magic Quadrant ’ - Gartner l e av e & l ay e r
  • Listening Progressive Profiling Dynamic segmenting & decisioning
  • Customer case by GX PSV increases online ticket sale conversion using Blueconic
  • About PSV › › › › › › A century old Hugely successful in soccer: National (21x) and European A brand with lifetime fans Best sports website since 2009 Online reach 700k fans Online goals: Promote merchandise and ticket sales while growing fan relationship Challenge Competitors more merchandise income Sales shifting online and direct Offline fan program under pressure Differentiate fan communication › › › ›
  • Marketing strategy High engagement High value Known Loyal fan Highly involved fan Moderately involved fan Engage Low involved fan National fan (latent) Leverage PHILIP S International fan (latent) Low engagement Anonymous Low value
  • Case Europe League Ticket sales Europe League PSV Fan Score Facebook fans Purchases tickets/products Social share › › › Targeting sales Abandoned basket Necessities Individual profiles Real-time interaction Anonymous Cross-channel › › › ›
  • Targeting sales › › › › Targeting loyal and moderately loyal fans (Fan Score) Differentiate messaging (Fan Score, Club Card ownership) Cross channel targeting (PSV, Fanstore, Phony club, PSVBusiness, etc.) Extensive creative (banners, homepage take-overs, editorial)
  • Abandoned basket › › › Leave during purchase process Cross-channel retargeting Direct to right step in purchase process
  • Example customer journey 100 www Customer journey 50 50 100 www www 10 Fan Score Moderate fan 10 Loyal fan
  • Results 5.000.000 profiles collected 6% up to improved conversion 19 channels connected
  • According to PSV “ BlueConic helps us engage our fans in the way they deserve! Drastically increasing conversion ratios as we go, I think we will see much more of this in the near future. ” Marketing Manager PSV, 2012
  • Questions? Shoot! Q&A OCTOBER 28, 2013 | SLIDE 35
  • For more information: visit our website WWW.REALDOLMEN.COM Find us on: THANK YOU OCTOBER 28, 2013 | SLIDE 36 Or scan this QR code with your Smartphone to immediately go to the website