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Netaffairs

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Netaffairs

  1. 1. WELCOME to the avant-première!
  2. 2. WHY? WHAT? HOW?
  3. 3. WHY?
  4. 4. Optimize your RESULTS In a CHANGING market environment
  5. 5. Optimize your RESULTS THE CHALLENGE: REAL TIME INTERACTIVE MARKETING THE ROOTS: ‘STATIC’ DIRECT MARKETING
  6. 6. In a CHANGING market environment
  7. 7. CONNECTED SKEPTICAL INTELLIGENT SWITCHER DEMANDING AHEAD OF THE CURVE EMPOWERED VENGEFUL ALWAYS ACCESSIBLE
  8. 8. INSTANT GRATIFICATION GENERATION REACTIONS RESULTS
  9. 9. SPEED IS ESSENCE
  10. 10. ALLIANCES ARE CRUCIAL FOR BUSINESS SUCCESS
  11. 11. The old communication model was a MONOLOGUE
  12. 12. The new communication model is a DIALOGUE
  13. 13. Direct DIRECT Response MASS Advertising Post Radio Telephone Billboard GSM (SMS) IDTV E-mail TV Press Catalogue Behavioral Magazines Targeting IDTV (longterm) E-mail Direct Conversation + Banner Telemarketing Interactive Changing Marketing E-commerce Billboards MEDIA REALTIME Communities Chat ARE CHANGING … Web
  14. 14. MARKETING IS ADAPTING … Direct Marketing Real time Marketing Mass Marketing Response Result Pull Push Conversation / Dialogue Off-Time (fixed info) Off-Time / Real time Real time (dynamic) On air (Broadcast) Offline Online Audience Targeting Direct Targeting Direct Targeting Micro Targeting / Online Profiling Contextual - Uniform Direct - Personalised Direct - Behavioral – Audience Physical address Personalised Contextual Virtual address, Computer / TV Mobile address address
  15. 15. MARKETEERS NEED ADAPTING … Direct Marketing Real time Marketing Mass Marketing +/- IT related Full IT Related Not IT Related Direct Mktg Manager Communication/ Communication/ Advertising Manager Advertising Manager
  16. 16. How to start a dialogue in an INTERACTIVE WORLD ?
  17. 17. WHAT?
  18. 18. THE ROOTS Marketing = • create, establish and maintain a relevant and entertaining dialogue between consumer & advertiser • in order to stimulate profitable sales on the short and long term • and create satisfaction (or even delight!) for the consumer
  19. 19. MISSION facilitates the interactive marketing strategy of advertisers by offering a ‘modulized’ but fully integrated interactive campaign solution
  20. 20. HOW?
  21. 21. KEY PROPOSITIONS PERFORMANCE It’s all about ROI It’s all about RELATIONSHIPS CONVENIENCE
  22. 22. Optimizing response THE ROOTS
  23. 23. DARWIN AT WORK SEM bannering Target group: profile optimization Email campaign CLASSIC METRICS Campaign metrics Email ergonomics Evaluation grid Website metrics Multivariate testing Email Landingpage Leads / scores / Score improvement Website conversion through WDM data Score Pop-in optimization Lead identification via pop-in
  24. 24. ptimizing response mail selectivity ESPONSE is influenced by Importance . TARGET GROUP 60% COPY & FORM 20% Text, creation, personalisation,... OFFER & TIMING 20% Product, price, promotion, moment,... ETTER ROI THROUGH (REAL TIME)
  25. 25. ptimizing response mail evaluation OFFER/CREATION Does the offer match the objective? Is the call to action seen and understood by the surfer? FOOD FOR THOUGHT...
  26. 26. ptimizing response mail testing OFFER/CREATION Which offer works best? (i.e. generates the best CTR/conversion rates?) Which visual works the best? FROM ‘CLASSIC’ TESTING TO REAL TIME MULTIVARIATE TESTING
  27. 27. rom media to the web... AND BACK AGAIN Tracking, scoring, dentifying leads & setting up dialogues
  28. 28. ENTIFIED VISITORS SSIBLE EVENTS: Accept offer High Score > Mail Campaign Change content based on advertiser / CONSU-matrix data
  29. 29. ONYMOUS VISITORS SSIBLE EVENTS: Buys High Score > Lead ‘Pop-in’ Use advertiser DB or CONSU-matrix data to optimize lead qualification
  30. 30. ACKING THE DIALOGUE ONYMOUS VISITORS IDENTIFIED VISITORS Segmentation Campaign Web Leads Change Reports Analytics Reports Content
  31. 31. et-affairs ‘Control Room’
  32. 32. Alliances?!
  33. 33. here’s more to net-affairs than meets the
  34. 34. here’s more to net-affairs than meets the Data Intelligence Profiling Multi channel/double touch Contact points Permesso.be Individual CONSU-matrix Identification Householding
  35. 35. WHEN?
  36. 36. LAUNCH! June 2009
  37. 37. WDM Belgium booth Demo Information request in your personal Agenda Your contact(s) US…

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