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Digital Transformation from a Marketing point of view

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Digital Transformation from a Marketing point of view

  1. 1. DIGITAL TRANSFORMATION FROM A MARKETING POINT OF VIEW Sébastien FRANCOIS - @Universem 29th April 2016
  2. 2. 2www.universem.be Universem Team 18 digital talents – Analytics & AdWords certified partner
  3. 3. www.universem.be 3 Digital Marketing Solutions Web analytics Digital strategy SEA & Online advertising SEO & Content marketing 8www.universem.be
  4. 4. 4www.universem.be Our References Some of the companies which trust Universem
  5. 5. 5www.universem.be “76% of marketers think marketing has changed more in the past two years than in the past 50.” Source: Adobe Digital Distress
  6. 6. 6www.universem.be By 2017, Gartner, estimates that the largest portion of a company's IT spend will be controlled by the CMO instead of the CIO
  7. 7. 7www.universem.be Only 37% feel highly proficient in digital marketing Source: Adobe Digital Distress
  8. 8. www.universem.be 8 Address the right message to the right person at the right time!
  9. 9. www.universem.be 9
  10. 10. 10www.universem.be WHAT’S NEW ?
  11. 11. www.universem.be 11 1 Customer-centric approach
  12. 12. www.universem.be 12
  13. 13. 13© www.universem.be Search Advertising according to the context 02:00 Highway Phone Car assistance Broken down on the road ? Touring: the fastest solution 24/7 in 30 minutes at your place! Touring.be/roadside_assistance 070 / 344 777 11:14 Home Laptop Car assistance Touring Assistance Special promotion at the moment! Subscribe for only 5€/month ! Touring.be/roadside_assistance Winter, -2° Liège Phone Car assistance Troubleshooting in Liege Battery failure or accident ? Touring is there in 30 minutes Touring.be/roadside_assistance 070 / 344 777
  14. 14. www.universem.be 14 Customer journey simplicity is over! 2
  15. 15. 15www.universem.be TV Ad Google Search Remarketing Click Newsletter Signup Display Impression Last interaction Assist interactions Microconversion Go in shop Macrconversion Buy product Loyal Customers Many steps like email scenarii, remarketing, app install … Repeat business From visitor to loyal customer
  16. 16. www.universem.be 16
  17. 17. www.universem.be 17 3 A multi-device world
  18. 18. 18www.universem.be 4 Huge amount of data in silos
  19. 19. 19www.universem.be ROI of the campaigns: not a sinecure Source: The Fournaise Marketing Group, 2014 80% OF MARKETERS STRUGGLE TO PROPERLY DEMONSTRATE THE EFFECTIVENESS OF THEIR MARKETING CAMPAIGNS!
  20. 20. 20www.universem.be Digital Transformation regarding Marketing 1. Understand consumers 2. Gather & exploit data
  21. 21. 21www.universem.be Identify a significant proportion of consumers
  22. 22. 22www.universem.be Example to identify your users: Carrefour connect • Direct link with the Bonus card • Distinct behaviours • Auto log-on
  23. 23. www.universem.be 23
  24. 24. www.universem.be 24 http://www.example.com?id=sebastien-francois-12385
  25. 25. From Session-based analytics … Search on Mobile First purchase Second purchase … to Customer analytics Search on Mobile First purchase Second purchase Unique user User id “47834567”
  26. 26. www.universem.be 26
  27. 27. 27www.universem.be GATHER & EXPLOIT DATA
  28. 28. www.universem.be 28 • « HALF MY ADVERTISING IS WASTED. I JUST DON’T KNOW WHICH HALF! » John Wanamaker (1838 – 1922)
  29. 29. 29www.universem.be How do you manage this complexity?
  30. 30. 30www.universem.be DMP: a great data hub to take concrete actions DMP CRM Bonus Card Mobile apps E-Commerce website Websites Website RT customization Offline customized promotions CRM Emailing Customer segmentation RTB partners Doubleclick Dynamic remarketing (Criteo,…) Google Analytics In-app messages/notifications tools (promotions)
  31. 31. 31www.universem.be People who ... People who are thinking they need .. People who are thinking they need and are looking to buy SEE THINK DO A W A R E N E S S P U R C H A S EC O N S I D E R A T I O N E V A L U A T I O N CARE A D VO C A C Y & L O Y A L T Y Returning visitors Customer journey : In which state of mind is your audience?
  32. 32. 32www.universem.be SEE THINK DO A W A R E N E S S P U R C H A S EC O N S I D E R A T I O N E V A L U A T I O N CARE CONVERSIONS volume volume volume volume Data-driven Marketing A D VO C A C Y & L O Y A L T Y Customer journey : In which state of mind is your audience?
  33. 33. 33www.universem.be SEE THINK DO A W A R E N E S S P U R C H A S EC O N S I D E R A T I O N E V A L U A T I O N CARE GENERIC SEO & Content Marketing S O C I A L ADS D I S P L A Y OFFLINE  Push (TV, Radio, etc.) YouTube Remarketing PERFORMANCE SEA YouTube Rmkg A D VO C A C Y & L O Y A L T Y Customer journey : In which state of mind is your audience? Emailing
  34. 34. 34www.universem.be Customer journey : In which state of mind is your audience? Impressions, % new visits, bounce rate, time spent, pageviews … Visibility Pages per session, newsletter, Interest for categories, Social Network … Micro conversions Successive purschases, average basket value, etc. Loyalty SEE THINK DO A W A R E N E S S P U R C H A S EC O N S I D E R A T I O N E V A L U A T I O N CARE A D VO C A C Y & L O Y A L T Y New customer, first order Macro conversions
  35. 35. www.universem.be 35
  36. 36. 36www.universem.be Going further 1. Understand consumers & adapt your communication 2. Seamless experience on touchpoints on- & offline 3. Think Big, Start Small
  37. 37. 37 Universem - Wallonie Parc Créalys Rue Camille Hubert, 13 5032 Gembloux (Belgique) Tel: +32 (0)81 713 430 contact@universem.be Universem - Bruxelles BRUSSELS Avenue Herrmann Debroux 40 1160 Bruxelles Tel: +32 (0)2 318 23 90 contact@universem.be Thank you ! Sébastien François Partner & Operations Director +32 (0) 81 713 430 sebastien@universem.be

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