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COMMENT ATTIRER L’ATTENTION DUCONSOMMATEUR… ET LA MAINTENIRArianna Galante, Directeur Général France / Director of Agency ...
CONTACTLAB EN BREF          Plus de 1.000 clients          Plus de 40 millions d’emails et 400 campagnes routés par jour  ...
CONTACTLAB EN BREF                                                                    Stratégies de communication digitale...
CONTACTLAB EN BREF                                                                              Accompagnement complet    ...
CONTACTLAB EN BREFThis document is the intellectual property of ContactLab® and was created for demonstration purposes onl...
VEILLE CONCURRENTIELLE (NewsletterMonitor)          Conçue et développée par ContactLab          Collecte et archive des m...
COMMENT ATTIRER L’ATTENTION DU CONSOMMATEUR                 ET LA MAINTENIRThis document is the intellectual property of C...
LE MANTRA DE L’EMAIL MARKETEUR : LA PERTINENCE                                                                            ...
LES SATISFACTIONS DE L’EMAIL MARKETEUR : LES RESULTATS                                  77% des consommateurs préfèrent re...
LES ROLES DE L’EMAIL  notre dénominateur                                                                                  ...
LES OBJECTIFS DE L’EMAIL MARKETEUR                                                           RECRUTER                     ...
LE DEFI : L’IMPLICATION                                             ENGAGEMENT                            “indicator of th...
LE DEFI : INSTAURER UN DIALOGUE DANS LE TEMPS                                                                             ...
LE RECRUTEMENT COMMENCE A LA MAISON…This document is the intellectual property of ContactLab® and was created for demonstr...
RECRUTEMENT : osez                                                                                                        ...
RECRUTEMENT : mettez en avant l’exclusivitéThis document is the intellectual property of ContactLab® and was created for d...
RECRUTEMENT : par tous les points de contact                                                                              ...
RECRUTEMENT : sans modérationThis document is the intellectual property of ContactLab® and was created for demonstration p...
RECRUTEMENT : jeux-concours, avant-première de l’expérience de marque                                                     ...
RECRUTEMENT : jeux-concours avant-première de l’expérience de marqueMise en avant deslots à gagner :- voyage à la         ...
RECRUTEMENT : rentrer dans la culture de la marque                                                                        ...
RECRUTEMENT : effet viralPartage du profil et invitation à participersur les réseaux sociaux                    Je suis un...
J’AI MA BASE… ET MAINTENANT ?This document is the intellectual property of ContactLab® and was created for demonstration p...
FAITES LA DIFFERENCE DANS LES BOITES EMAIL ENCOMBREES This document is the intellectual property of ContactLab® and was cr...
PERSONNALISEZ LE RAPPORT                                                                              Connaitre vos consom...
QUE SAVEZ-VOUS DES CONSOMMATEURS DANS VOTRE BASE ?                                                                        ...
QUE SAVEZ-VOUS DES CONSOMMATEURS DANS VOTRE BASE ?                                                                        ...
SEGMENTATION : CRITERES                   Variables                                                             Variables ...
DONNEZ LA BIENVENUE Et n’hésitez pas à relancer si l’offre en vaut la peineThis document is the intellectual property of C...
DONNEZ LA BIENVENUE                                      Une offre immédiate                                              ...
COMMUNIQUEZ L’URGENCE                                                                                                     ...
FACILITEZThis document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may...
CREEZ DES OCCASIONSThis document is the intellectual property of ContactLab® and was created for demonstration purposes on...
FETEZ LES OCCASIONSThis document is the intellectual property of ContactLab® and was created for demonstration purposes on...
RHYTMEZ LES COMMUNICATIONSThis document is the intellectual property of ContactLab® and was created for demonstration purp...
RACONTEZ-VOUS                                                                                Essor des séries d’emailsThis...
REMERCIEZThis document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may...
DEMANDEZ DES AVISThis document is the intellectual property of ContactLab® and was created for demonstration purposes only...
OFFREZ DE LA VALEURThis document is the intellectual property of ContactLab® and was created for demonstration purposes on...
OFFREZ DES CONTENUS EXCLUSIFSThis document is the intellectual property of ContactLab® and was created for demonstration p...
SACHEZ SUPRENDREThis document is the intellectual property of ContactLab® and was created for demonstration purposes only....
POUR CONCLURE                                                                         Est-ce que vos emails               ...
ContactLab                                                                               e-mail & e-marketing evolution   ...
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e-marketing Paris 2013 - Comment attirer l'attention du consommateur... et la maintenir

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"Comment attirer l'attention du consommateur... et la maintenir" présentation d’Arianna Galante, Directeur Général ContactLab France.

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e-marketing Paris 2013 - Comment attirer l'attention du consommateur... et la maintenir

  1. 1. COMMENT ATTIRER L’ATTENTION DUCONSOMMATEUR… ET LA MAINTENIRArianna Galante, Directeur Général France / Director of Agency Dept.Paris, 29 janvier 2013 @contactlab @digitalzia #EMP2013This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
  2. 2. CONTACTLAB EN BREF Plus de 1.000 clients Plus de 40 millions d’emails et 400 campagnes routés par jour 15 ans d’expérience Plus de 120 experts dans l’email marketing 5 bureaux à Milan, Paris, Munich, Londres et Madrid 1 positionnement unique : • Technologie : Routeur • Créativité : Agence • Analyse : Business IntelligenceThis document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 2
  3. 3. CONTACTLAB EN BREF Stratégies de communication digitale Sites / mini- Emails Sondages Jeux concours Médias sociaux sitesThis document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 3
  4. 4. CONTACTLAB EN BREF Accompagnement complet stratégie création déploiement et testing reporting et analyseThis document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 4
  5. 5. CONTACTLAB EN BREFThis document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 5
  6. 6. VEILLE CONCURRENTIELLE (NewsletterMonitor) Conçue et développée par ContactLab Collecte et archive des milliers d’emails chaque jour o 4 000 000 de newsletters o 15 000 announceurs o 5 langues o 20 secteurs d’activité Permet de suivre de près et en temps réel l’activité email marketing de vos concurrents sans devoir vous inscrire à des dizaines de newsletters Disponible en version beta gratuiteThis document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 6
  7. 7. COMMENT ATTIRER L’ATTENTION DU CONSOMMATEUR ET LA MAINTENIRThis document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 7
  8. 8. LE MANTRA DE L’EMAIL MARKETEUR : LA PERTINENCE  Contenus à valeur ajoutée pour le consommateur Le bon message  Une variété de contenus, pas que de la vente !  Personnalisation A la bonne personne  Segmentation  Suivre le cycle de vie du consommateur Au bon moment  Observer le comportement  Calibrer timing et fréquencewww  Respecter les préférences et les habitudes de consommation Sur le bon canal  Garantir une expérience cross-canal fluideThis document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 8
  9. 9. LES SATISFACTIONS DE L’EMAIL MARKETEUR : LES RESULTATS 77% des consommateurs préfèrent recevoir des promotions par email. The 2012 Channel Preference Survey 60% des décideurs dans les entreprises pensent augmenter leur budget en email marketing. www.strongmail.com/2012marketsurvey 2012: Retour sur investissement de l’email marketing = $ 39.40 Display = $ 22.38 Search = $ 19.71 Social media marketing = $12.90 Mobile = $ 11.37 Direct Marketing Association “The Power of Direct Marketing" (2011-2012)This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 9
  10. 10. LES ROLES DE L’EMAIL notre dénominateur un pont vers toutes nos initiatives commun sur le web the digital glue Un «facilitateur digital»This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 10
  11. 11. LES OBJECTIFS DE L’EMAIL MARKETEUR RECRUTER FIDELISER Maintenir l’attention et l’intérêt > impliquerThis document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 11
  12. 12. LE DEFI : L’IMPLICATION ENGAGEMENT “indicator of the propensity of a brand message to resonate and connect with a prospect and ultimately drive some kind of meaningful action” “Cracking the Engagement Code,” Mollie Spillman, 2006 Est-ce que vos emails résonnent, créent des liens, appellent à l’action ?This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 12
  13. 13. LE DEFI : INSTAURER UN DIALOGUE DANS LE TEMPS Réception Réactivité Réactivité Réactivité Point de Inscription des au au au contact messages message 1 message 2 message n L’inscription à notre mailing list n’est que le début C’est la réactivité aux messages dans le temps qui sera déterminante pour le succès d’un programmeThis document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 13
  14. 14. LE RECRUTEMENT COMMENCE A LA MAISON…This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 14
  15. 15. RECRUTEMENT : osez Tommy Hilfiger a multiplié par 3 le nombre d’inscriptions sur le site Le taux de rebond reste stable A testerThis document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 15
  16. 16. RECRUTEMENT : mettez en avant l’exclusivitéThis document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 16
  17. 17. RECRUTEMENT : par tous les points de contact MOBILE EM@IL MARKETINGThis document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 17
  18. 18. RECRUTEMENT : sans modérationThis document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 18
  19. 19. RECRUTEMENT : jeux-concours, avant-première de l’expérience de marque Quiz Site Formulaire d’inscription Invitation emailThis document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 19
  20. 20. RECRUTEMENT : jeux-concours avant-première de l’expérience de marqueMise en avant deslots à gagner :- voyage à la Détail des étapes Biennale d’art de du concours Venise- machine Y1 avec Réduction café immédiate- machine X7 This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 20
  21. 21. RECRUTEMENT : rentrer dans la culture de la marque Questions qui reflètent la personnalité de la marque et permettent à l’internaute d’interagir Un profil qui définit le niveau d’expertise en fonction des réponsesThis document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 21
  22. 22. RECRUTEMENT : effet viralPartage du profil et invitation à participersur les réseaux sociaux Je suis un connaisseur du café, et vous? Tentez votre chance pour gagner un voyage à Venise: http:bit.ly197854This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 22
  23. 23. J’AI MA BASE… ET MAINTENANT ?This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 23
  24. 24. FAITES LA DIFFERENCE DANS LES BOITES EMAIL ENCOMBREES This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 24
  25. 25. PERSONNALISEZ LE RAPPORT Connaitre vos consommateurs Observer leurs comportements Offrir toujours de la valeur Surprendre, se renouvelerThis document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 25
  26. 26. QUE SAVEZ-VOUS DES CONSOMMATEURS DANS VOTRE BASE ? •Ce que vous avez demandé : • Simple adresse e-mail • Profil socio-démographique • Préférences DéclaratifThis document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 26
  27. 27. QUE SAVEZ-VOUS DES CONSOMMATEURS DANS VOTRE BASE ? •Les réactions à vos messages : • Taux d’ouverture et fréquence >> niveau d’appétence/fidélisation • Taux de clic >> centres d’intérêt Comportemental • Conversions (site) >> passages sur le site, type d’achat, valeur moyenne, abandon de panier… Email - routeur Site – web analytics Offline - CRMThis document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 27
  28. 28. SEGMENTATION : CRITERES Variables Variables Variables socio-démo comportementales temporelles • Homme / femme • A ouvert • Date d’inscription • Age /anniversaire • A cliqué • Dernière ouverture • Résidence • A passé x temps sur • Dernier clic • Situation familiale site • Dernier achat • A acheté produit A • A dépensé € y • A presque acheté le produit B L’email marketing devient de plus en plus un processus continu de dialogue centré sur le contact et non pas sur l’annonceurThis document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 28
  29. 29. DONNEZ LA BIENVENUE Et n’hésitez pas à relancer si l’offre en vaut la peineThis document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 29
  30. 30. DONNEZ LA BIENVENUE Une offre immédiate Une introduction à la marqueThis document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 30
  31. 31. COMMUNIQUEZ L’URGENCE Avec modération !This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 31
  32. 32. FACILITEZThis document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 32
  33. 33. CREEZ DES OCCASIONSThis document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 33
  34. 34. FETEZ LES OCCASIONSThis document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 34
  35. 35. RHYTMEZ LES COMMUNICATIONSThis document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 35
  36. 36. RACONTEZ-VOUS Essor des séries d’emailsThis document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 36
  37. 37. REMERCIEZThis document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 37
  38. 38. DEMANDEZ DES AVISThis document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 38
  39. 39. OFFREZ DE LA VALEURThis document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 39
  40. 40. OFFREZ DES CONTENUS EXCLUSIFSThis document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 40
  41. 41. SACHEZ SUPRENDREThis document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 41
  42. 42. POUR CONCLURE Est-ce que vos emails résonnent, créent des liens, appellent à l’action ?This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 42
  43. 43. ContactLab e-mail & e-marketing evolution Merci. Prochains rendez-vous :• Analyser le comportement des consommateurs pour maximiser le ROI - 30/01 à 10h S252A• Les 5 tendances clés de l’email marketing à ne pas manquer en 2013. - 30/01 à 14h Espace Agora Arianna Galante – arianna.galante@contactlab.com www.contactlab.fr www.newslettermonitor.com 12 rue du Helder 75009 Paris This document is the intellectual property of ContactLab® and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.

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