RealDolmen Webinar | Online Lead Conversion

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Marketing ondergaat een ingrijpende verandering. De Customer Journey verschuift meer en meer naar online communicatiekanalen, kanalen die eerder onvoorspelbaar en onberekenbaar zijn. Dit brengt een aantal belangrijke uitdagingen met zich mee voor marketeers. Ontdek in deze presentatie hoe Online Engagement uw leadgeneratie drastisch kan verbeteren.

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RealDolmen Webinar | Online Lead Conversion

  1. 1. www.realdolmen.com ONLINE LEAD CONVERSION OCTOBER 28, 2013 | SLIDE 1
  2. 2. 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
  3. 3. AGENDA  Marketing is changing  Blueconic customer Case PSV increases online ticket sale conversion  Q&A OCTOBER 28, 2013 | SLIDE 3
  4. 4. THERE IS NOTHING PERMANENT, EXEPT CHANGE - Heraclitus
  5. 5. MARKETING IS CHANGING TOO. . .
  6. 6. Customer interaction is moving
  7. 7. Not content, but contact Has become King
  8. 8. The customer Journey before the internet
  9. 9. Unstructured Individual Unpredictable Crosschannel
  10. 10. Customers are becoming Online Nomads
  11. 11. ...On a journey
  12. 12. Customers no longer interact from a channel perspective, But through Touch points …
  13. 13. Customer is DICTATOR
  14. 14. me, me, What does my teach you?
  15. 15. Engage ! online With your customers & prospects
  16. 16. Dialogue
  17. 17. 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]
  18. 18. Ok, but do I do that?
  19. 19. 1 Tie your customer information together
  20. 20. 2 Be able to identify your visitors
  21. 21. 3 right message The time, place At the right At the right
  22. 22. Visionary ‘Magic Quadrant ’ - Gartner l e av e & l ay e r
  23. 23. Listening Progressive Profiling Dynamic segmenting & decisioning
  24. 24. Customer case by GX PSV increases online ticket sale conversion using Blueconic
  25. 25. 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 › › › ›
  26. 26. 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
  27. 27. 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 › › › ›
  28. 28. 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)
  29. 29. Abandoned basket › › › Leave during purchase process Cross-channel retargeting Direct to right step in purchase process
  30. 30. Example customer journey 100 www Customer journey 50 50 100 www www 10 Fan Score Moderate fan 10 Loyal fan
  31. 31. Results 5.000.000 profiles collected 6% up to improved conversion 19 channels connected
  32. 32. 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
  33. 33. Questions? Shoot! Q&A OCTOBER 28, 2013 | SLIDE 35
  34. 34. 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

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