Personalised Digital Interactions: What Reallt Works According to European Marketers

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For its second marketing survey, Neolane chose to analyze how marketers personalise their digital interactions today. More than 600 European marketers participated in the survey.

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Personalised Digital Interactions: What Reallt Works According to European Marketers

  1. 1. Neolane Marketing Survey #2
  2. 2. Context ► As a leading cross-channel campaign management solution provider, Neolane is in touch with thousands of marketers around the world. ► Leveraging this advantageous position, we decided to run surveys, questioning marketers about their main challenges to gather their insights, analyze their feedback, and then share results with them. ► Following the first Neolane Marketing Survey that focused on social marketing ROI, we chose to analyze how marketers personalise their digital interactions today. ► More than 600 marketers participated in the survey.Copyright Neolane - 2012 Neolane confidential 2
  3. 3. Survey Results in a Nutshell ► 22% of marketers personalise their website in real-time today… 59% will do within the next 12 months. That’s nearly 3 times more! ► Only 9% of marketers who do not personalise their website do so because they doubt the potential ROI. ► 54% of marketers using web personalization get a significant ROI within months. ► The most efficient data for web personalisation: the whole customer profile and purchase behaviour. ► The top channels to offer a personalised experience beyond the web: social & mobile.Copyright Neolane - 2012 Neolane confidential 3
  4. 4. Survey Highlights from InfographicCopyright Neolane - 2012 Neolane confidential 4
  5. 5. Copyright Neolane - 2012 Neolane confidential 5
  6. 6. Copyright Neolane - 2012 Neolane confidential 6
  7. 7. Copyright Neolane - 2012 Neolane confidential 7
  8. 8. Copyright Neolane - 2012 Neolane confidential 8
  9. 9. Copyright Neolane - 2012 Neolane confidential 9
  10. 10. Copyright Neolane - 2012 Neolane confidential 10
  11. 11. Copyright Neolane - 2012 Neolane confidential 11
  12. 12. Copyright Neolane - 2012 Neolane confidential 12
  13. 13. Detailed Survey ResultsCopyright Neolane - 2012 Neolane confidential 13
  14. 14. Web Personalisation: Next Year’s Gold Rush? ► In 2014: 59% of marketers will personalise their website. That’s 3 times more than today. ► 37% of marketers plan to personalise content and offers on their website in real-time. 22% already do it. Q1 - Do you personalise the content and offers on your website(s) in real-time? Yes 19% 44% Planned within the next 12 months 37% Not plannedCopyright Neolane - 2012 Neolane confidential 14
  15. 15. Web Personalisation: Next Year’s Gold Rush? Country specifics ► Nordic countries, UK and Belgium have more planned projects than France within the next 12 months. 100% Q1 - Do you personalise the content and offers on your 90% website(s) in real-time? 80% 42% 39% 46% 50% 70% Nothing planned 60% 50% Planned within the next 12 40% 42% months 33% 44% 30% Personalise in real time 44% the website 20% 10% 21% 19% 14% 0% 6% FR ND UK BECopyright Neolane - 2012 Neolane confidential 15
  16. 16. Personalisation of the web experience ROI ► Considering people who do not personalise /have planned to personalise their website (slide 7): Only 9% do not personalise because they think the ROI is not achievable. Q1 Why? (only for people answering : No, we offer the same content for all visitors and have no current plans to adopt this approach) in Q1 9% Not confident in the potential of ROI 35% No budget 56% Not a priorityCopyright Neolane - 2012 Neolane confidential 16
  17. 17. Website personalisation: main objective is not immediate sales but loyalty ► Marketers do not personalise website for immediate sales, they focus on loyalty and acquisition first. Q1 - What do you expect from website personalisation? (only for57% people answering they personalise or they will do it in the 1256% coming months) Multiple choice55%54%53%52% 56%51%50% 53% 53%49% 51%48%47% Customer satisfaction Prospect to customers Website visitor to Cross-sell & upsell & loyalty conversion rate prospect conversion increase rate increaseCopyright Neolane - 2012 Neolane confidential 17
  18. 18. The most efficient inputs: the whole customer profile & purchase history ► Marketers get the most ROI from personalisation based on the whole customer profile and purchase behaviour. Q2 - Website personalisation techniques that25% give a significant ROI according to marketers20%15%10% 19% 19% 14% 5% 9% 11% 0% Based on Based on social Based on web Based on Based on collaborative profile behaviour purchase customer profile filtering behaviourCopyright Neolane - 2012 Neolane confidential 18
  19. 19. Marketers still invest with caution ► 29% of marketers invest more than 50K € in website personalisation efforts. ► 71% are still investing with caution on this field. Q3 - What budget do you spend or plan to spend per year for a real-time web personalisation solution? 11% 18% 45% Less than 10 000 € 10 000 € to 50 000 € 26% 50 000 € to 100 000 € More than 100 000 €Copyright Neolane - 2012 Neolane confidential 19
  20. 20. Extremely Quick ROI! ► 54% of marketers who had put in place real-time web personalisation strategies got a ROI within months! Q4 - Do you think the investment made on your website to offer a personalised experience to visitors provides you a ROI? 15% 31% ROI is not yet reached Yes, we get ROI within months Yes, we get ROI within years 54%Copyright Neolane - 2012 Neolane confidential 20
  21. 21. Beyond the web, there is social & mobile ► Email is the most mature channel in terms of personalisation. ► Social & Mobile are the top promising channels to personalise experiences beyond the web.60% Q5 - On which other channels do you or do you Already do50% plan to offer a personalised experience? Planned40%30% 54%20% 38% 40% 40% 31% 33%10% 19% 20%19% 17% 10% 11% 0% Mobile push Mobile app Social media PoS Call center Email contentCopyright Neolane - 2012 Neolane confidential 21
  22. 22. Beyond the web, there is social & mobile Q5 - On which other channels do you or do you plan to offer a personalised experience? Answers for Mobile app content 100% 90% 80% 44% 51% 51% 70% 56% 60% Not planned 50% Planned 40% Done 43% 30% 38% 41% 38% 20% 10% 11% 8% 13% 6% 0% FR ND UK BECopyright Neolane - 2012 Neolane confidential 22
  23. 23. Beyond the web, there is social & mobile Q5 - On which other channels do you or do you plan to offer a personalised experience? Answers for Mobile push notifications100% 90% 34% 80% 51% 52% 70% 59% 60% Not planned 50% Planned 40% Done 63% 30% 37% 32% 42% 20% 10% 12% 10% 7% 3% 0% FR ND UK BECopyright Neolane - 2012 Neolane confidential 23
  24. 24. Beyond the web, there is social & mobile Q5 - On which other channels do you or do you plan to offer a personalised experience? Answers for Email100% 15% 14% 9% 90% 19% 80% 29% 33% 70% 33% 60% 41% Not planned 50% Planned 40% Done 30% 58% 58% 52% 20% 41% 10% 0% FR ND UK BECopyright Neolane - 2012 Neolane confidential 24
  25. 25. Beyond the web, there is social & mobile Q5 - On which other channels do you or do you plan to offer a personalised experience? Answers for Points of Sale 100% 90% 80% 52% 56% 70% 65% 66% 60% Not planned 50% Planned 40% Done 30% 32% 23% 13% 22% 20% 10% 22% 16% 21% 13% 0% FR ND UK BECopyright Neolane - 2012 Neolane confidential 25
  26. 26. Beyond the web, there is social & mobile Q5 - On which other channels do you or do you plan to offer a personalised experience? Answers for Call Center100% 90% 80% 50% 53% 51% 70% 63% 60% Not planned 50% Planned 40% 15% 16% Done 30% 27% 19% 20% 35% 32% 10% 19% 19% 0% FR ND UK BECopyright Neolane - 2012 Neolane confidential 26
  27. 27. Beyond the web, there is social & mobile Q5 - On which other channels do you or do you plan to offer a personalised experience? Answers for Social Marketing100% 90% 36% 33% 80% 47% 50% 70% 60% Not planned 50% Planned 42% 45% 40% Done 36% 30% 41% 20% 10% 17% 22% 21% 9% 0% FR ND UK BECopyright Neolane - 2012 Neolane confidential 27
  28. 28. Thank you! Fore more information about Neolane web personalisation offers: http://bit.ly/NeoInteractionCopyright Neolane - 2012 Neolane confidential 28
  29. 29. AnnexesCopyright Neolane - 2012 Neolane confidential 29
  30. 30. Survey Objectives ► Understand how marketers personalise digital interactions with their prospects and customers ► Share results gathered with our community of customers and the marketCopyright Neolane - 2012 Neolane confidential 30
  31. 31. Survey Methodology Specificities Target Process Major objective is Neolane contacts Emailing: creating value added only, no rented November - content and share it databases/lists December 2012 with peers 2 waves of email in European: French and English Simplicity: France, UK, Benelux, 5 questions Switzerland, Nordics 2 incentives: No panel (Denmark, Finland, exclusivity and a Iceland, Norway and chance to win an Sweden) iPadCopyright Neolane - 2012 Neolane confidential 31
  32. 32. Emailing ► The email was sent with Neolane CampaignCopyright Neolane - 2012 Neolane confidential 32
  33. 33. Questions ► The survey was managed by Neolane Survey ManagerCopyright Neolane - 2012 Neolane confidential 33
  34. 34. Neolane Snapshot Founded in 2001 Global Presence 300+ Employees 400+ Customers Independent & Agile Rapidly Growing & Profitable  2012: $58m, 40% global consolidated growth Recognized Leader by Forrester & GartnerCopyright Neolane - 2012 Neolane confidential 34

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