Zoomio Campaigner<br />THE MOST ADVANCED SYSTEM FOR “EVENT & DATA TRIGGERED MARKETING AUTOMATION” <br />Return OnInvestmen...
  LIFECYCLE CAMPAIGNING
  E-COMMERCE MARKETING   </li></ul>Ben van der Laan<br />
ZOOMIO –LEADER IN E-MARKETING<br /><ul><li>Opgericht in Kopenhagen 2003
Leading European system binnen Event triggeredmarketingautomation
Meer dan 1.000 klanten
> 5,5 mio  e-mails per dag</li></li></ul><li>ZOOMIO KLANTEN<br />HEADSETS<br />LEASING<br />IT EQUIPMENT<br />FINANCE<br /...
Marketing beweegt..<br />Van productgedreven..<br />Naar consumentgedreven..<br />
Website<br />Webshop<br />S.e.m.<br />Crm<br />Telemarketing<br />D.m.<br />E-mail marketing<br />events<br /><ul><li>banners
Fysiekewinkels
sms
landingpages
sampling
games
…</li></li></ul><li>adwords<br />Follow up<br />landingpage<br />crm<br />conversie<br />E-mail permissie<br />Email respo...
Lead generatielead development<br /><ul><li>  contact in eerder stadium
  vastleggen en opkweken
  kwalificeer
  oogsten en distribueren
  rapporteren</li></li></ul><li>Waarmikken we op?<br />leadgeneratie<br />Life cycle programma’s<br />4<br />3<br />Groei ...
tijd<br />Event driven campagnes:<br /><ul><li> aankoop
 link click
 white paper download
 info aanvraag
 nieuwe order</li></ul>Thema campagnes:<br />-nieuwsbrieven<br /><ul><li>Beursdeelname
seminar</li></li></ul><li>Event triggered & data driven<br />IF [then]<br />
Event–triggered & data driven?<br />Event triggered<br />Prospect doet iets waar we automatisch op reageren;<br /><ul><li>...
Aankoop
Download
...</li></ul>Data driven<br />We weten iets van de prospect waar we automatisch op reageren;<br /><ul><li>Datum aankoop
Geboortedatum
Producttype / servicetype
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Presentatie Zoomio - Ben van der Laan

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Presentatie van Ben van der Laan (Zoomio) tijdens de Sportfondsen Landelijke Manager Dagen 2011.

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Presentatie Zoomio - Ben van der Laan

  1. 1. Zoomio Campaigner<br />THE MOST ADVANCED SYSTEM FOR “EVENT & DATA TRIGGERED MARKETING AUTOMATION” <br />Return OnInvestment<br /><ul><li> LEAD GENERATION
  2. 2. LIFECYCLE CAMPAIGNING
  3. 3. E-COMMERCE MARKETING </li></ul>Ben van der Laan<br />
  4. 4. ZOOMIO –LEADER IN E-MARKETING<br /><ul><li>Opgericht in Kopenhagen 2003
  5. 5. Leading European system binnen Event triggeredmarketingautomation
  6. 6. Meer dan 1.000 klanten
  7. 7. > 5,5 mio e-mails per dag</li></li></ul><li>ZOOMIO KLANTEN<br />HEADSETS<br />LEASING<br />IT EQUIPMENT<br />FINANCE<br />SPORTS GEAR<br />SOFTWARE<br />BUSINESS SERVICES<br />INDUSTRIAL CLEANING<br />VENTILATION<br />AIRPORT<br />WINDOWS<br />DRAINAGE SYSTEMS<br />MEDIA<br />WEBSHOPS<br />INDUSTRIAL COMPONENTS<br />CONSUMER GOODS<br />QUALITY ORGANIZATION<br />IT-DISTRIBUTOR<br />HOTELS & RESTAURANTS<br />FERRY SERVICES<br />
  8. 8. Marketing beweegt..<br />Van productgedreven..<br />Naar consumentgedreven..<br />
  9. 9.
  10. 10.
  11. 11. Website<br />Webshop<br />S.e.m.<br />Crm<br />Telemarketing<br />D.m.<br />E-mail marketing<br />events<br /><ul><li>banners
  12. 12. Fysiekewinkels
  13. 13. sms
  14. 14. landingpages
  15. 15. sampling
  16. 16. games
  17. 17. …</li></li></ul><li>adwords<br />Follow up<br />landingpage<br />crm<br />conversie<br />E-mail permissie<br />Email response<br />
  18. 18. Lead generatielead development<br /><ul><li> contact in eerder stadium
  19. 19. vastleggen en opkweken
  20. 20. kwalificeer
  21. 21. oogsten en distribueren
  22. 22. rapporteren</li></li></ul><li>Waarmikken we op?<br />leadgeneratie<br />Life cycle programma’s<br />4<br />3<br />Groei en onderhouden<br />Welkomst<br />programma’s<br />5<br />Reactivatieprogramma’s<br />2<br />Leadgeneratie <br />Programma’s<br />Ongoing programma’s : nieuwsbrieven, evenementen, <br />Permissie programma’s<br />1<br />
  23. 23. tijd<br />Event driven campagnes:<br /><ul><li> aankoop
  24. 24. link click
  25. 25. white paper download
  26. 26. info aanvraag
  27. 27. nieuwe order</li></ul>Thema campagnes:<br />-nieuwsbrieven<br /><ul><li>Beursdeelname
  28. 28. seminar</li></li></ul><li>Event triggered & data driven<br />IF [then]<br />
  29. 29. Event–triggered & data driven?<br />Event triggered<br />Prospect doet iets waar we automatisch op reageren;<br /><ul><li>Info aanvraag
  30. 30. Aankoop
  31. 31. Download
  32. 32. ...</li></ul>Data driven<br />We weten iets van de prospect waar we automatisch op reageren;<br /><ul><li>Datum aankoop
  33. 33. Geboortedatum
  34. 34. Producttype / servicetype
  35. 35. ...</li></li></ul><li>EVENT TRIGGERED MARKETING AUTOMATION<br />CAMPAIGN ELEMENTS RESPONS PASSIVE RESPONS ACTIVE AUTOMATED ACTIONS <br />SEND SMS<br />MAKE ACTION ON CALL LIST<br />AD TO A LIST<br />REMOVE FROM A LIST<br />MAKE A CRM ACTION<br />MAIL A SNAIL MAIL<br />UPDATE DATABASE<br /> E-MAIL<br />E-MAIL OPEN<br />E-MAIL SEND<br />E-MAIL BOUNCE<br />E-MAIL ANSWER<br />E-MAIL CLICK<br />E-MAIL UNSUBSCRIBE<br />@<br /> SMS<br />SMS SEND<br />SMS OK<br />SMS ERROR<br />SMS ANSWER<br />SMS UNSUBSCRIBE<br />)<br />MICRO SITESWEBFORMS<br /> SURVEYS<br />WEB BANNER CLICK<br />WEBFORM OPEN<br />WEBSIDE OPEN<br />WEBSIDE LINK CLICK<br />WEBFORM SENDS<br />-<br /> CANVAS<br />NO ANSWER<br />WRONG NO.<br />ANSWER<br />ACCEPT/E-MAIL<br />NO INTEREST<br />)<br />
  36. 36. Traceableprocesses<br />Branchingtele marketingscripts<br />Trackableemails<br />Measurable off lineelements<br />PersonalizedSMS<br />Personalizedweb pages/ <br />surveys<br />Marketing Database<br />web Database<br />CRM Database<br />
  37. 37. Is mijn data goed?<br /><ul><li> Wie
  38. 38. Wat
  39. 39. Wanneer
  40. 40. opening
  41. 41. Bounce
  42. 42. Kliks
  43. 43. Aanmeldingen
  44. 44. Afmeldingen
  45. 45. doorklikken</li></li></ul><li>Zijn mijn ideeen goed?<br />© 2010 – ZOOMIO Nederland - 17<br />
  46. 46. Wat werkt nu beter?<br />Gem. open rate<br />Gem. response rate<br />,benchmark open rate<br />Quadrant I:High flying eagles<br />Quadrant IV:Work horses<br />Quadrant II:Peacocks<br />Quadrant III:Dead dogs<br />
  47. 47. Wat is mijn beste verzenddag?<br />© 2010 – ZOOMIO Nederland - 19<br />
  48. 48. koopgedrag; recency-frequency<br />© 2010 – ZOOMIO Nederland - 20<br />
  49. 49. optimale segmentatie<br />© 2010 – ZOOMIO Nederland - 21<br />
  50. 50. Word ik wel afgeleverd?<br />
  51. 51. Word ik wel gezien zoals ik wil?<br />
  52. 52. ZOOMIO CAMPAIGNER PLATFORM<br />End-to-End Campaigning & Professional Services<br />Inbox<br />ISPs<br /> STRATEGY<br />Customizing<br /> Best Practice<br /> Consulting<br /> E-Mail-Marketing<br />Outsourcing<br />ZOOMIO CampaignerPlatform<br />Analytics<br />Layer<br />Workflow Engine<br />Segmentation<br />Engine<br />Administration<br />Datawarehouse<br />Real Time<br />Analytics<br />ZOOMIO API<br />E-Commerce Module<br />(CRM/ERP/Shop-System)<br />Business Apps<br />Database<br />
  53. 53. ZOOMIO CAMPAIGNINGvan 1st. naar Next Generation<br />AUDIENCE<br />CAMPAIGNS<br />RESULTS<br />List-Size:<br />Opt-in/-out<br />Response:<br />Open/Click Rate<br />Newsletter:<br />onesizefits all<br />per<br />campaign<br />1st Gen.<br />List-size:<br />Opt-in/-out<br />Response:<br />Open/Click Rate<br />Development:<br />Target groups<br />Scores<br />Customer segments<br />Sales:<br />DirectConversions<br />Post-Conversions<br />CLTV/CLC:<br />Closed Loop Campaigning<br />Newsletter:<br />Individualized<br />personalized<br />benchmark<br />Segmented Lists:<br />Life Cycle<br />Interests<br />Response<br />NEXT GENERATION<br />Actionsmails:<br />Reachsegments<br />Autopilot-<br />campaigning:<br />Triggeredalong<br />Life Cycle<br />Closed Loop Strategy:<br />
  54. 54. MULTI-STAGE<br />ZOOMIO © 2009<br />FROM FREE MEMBER TO PREMIUM MEMBER<br />STUDYING<br />GRADUATED<br />PAID JOB <br />CAREER JOB <br />BASIC MEMBER<br />LOYAL MEMBER<br />FREE MEMBER<br />AMBASSADOR <br />CAMPAIGN TO BECOME FULL MEMBER<br />CAMPAIGN TO GET INSURANCES<br />CAMPAIGN TO GET PENSION ETC.<br />RULE BASED CAMPAIGNS<br />CAMPAIGNS TO SELL TRANING/COURSES <br />RULE BASED CAMPAIGNS COMBINED WITH TRACKING AND TRIGGER BASED CAMPAIGNING<br />
  55. 55. MULTI-WAVE<br />ZOOMIO © 2009<br />HALF YEAR SINCE LAST UPDATE OF PERSONAL DATA <br />T - 14<br />T - 21<br />T - 7<br />T - 28<br />2ND REMINDER<br />PASSIVE MEMBER<br />INFORMATION<br />1ST REMINDER<br />7 DAYS LEFT<br /><ul><li> PERSONAL DATA
  56. 56. UNIVERSITY
  57. 57. LINE/SPECIALTY
  58. 58. EXPECTED DATE OF GRADUATION</li></ul>UPDATE YOUR INFORMATION<br />
  59. 59. Case - Segmentatie <br />
  60. 60. Medihertz.de<br />German based leading online pharmacy<br /> Servicing 25.000 customers/monthly across Europe<br />Employs more than 56 pharmacist, cosmetologist and other professionals <br />
  61. 61. Enorme order stijging in de wekelijksecampagne mails<br />Added:<br />Workflow to follow-up<br />on click stream <br />543<br />Gender & age<br />prescription<br />Number of orders<br />242<br />100<br />Push - mail<br />Segmented<br />Behavioral<br />
  62. 62. Campagnes beginnen ook zonder @<br />vanaf website<br />Via landing page via CpC<br />Business card <br />Cold Canvas/TM<br />DM campagnes met Pin codes<br />Inbound calls<br />
  63. 63. Every step youtake..<br />Html<br />Java-scripts voor actiepagina’s<br />Bouwen en controleren campagnes<br />Tekst schrijven<br />Vormgeving<br />Design<br />Doelen stellen<br />Campagnes uitwerken<br />Meten resultaten<br />Evalueren<br />Bijsturen<br />Nieuwe campagnes<br />Data kwaliteit<br />Segmentaties<br />dataverrijking<br />
  64. 64. Next steps<br />NB<br />NL<br />PUSH<br />1:N<br />Topics<br />NL<br />Event<br />NL<br />Special<br />NL<br />Opt-<br />Out<br />Opt-<br />In<br />Prospect<br />2nd contact<br />1st contact<br />Established<br />Premium<br />WF:<br />Sign-up<br />Captureleads(websites, Schiphol)<br />WF:<br />1st-Timers<br />Feedback<br />Mails & <br />Follow-up<br />Incentive<br />WF:<br />Reactivation<br />Mails<br />90 days<br />180 days<br />CAMP:<br />fotografie<br />CAMP:<br />zaalverhuur<br />CAMP:<br />specials<br />WF:<br />Honey Moon<br />TurningProspectsinto<br />visitors<br />PULL<br />1:n/1:1<br />CAMP:<br />International; Schiphol<br />WF:<br />Online ticket<br />WF:<br />Tell a friend<br />WF:<br />Webshop; cartabandoned<br />WF:<br />Verjaardag<br />WorkFlows – automated<br />CAMPaigns – on demand<br />
  65. 65. Geen vragen maar antwoorden <br />Page 34<br />
  66. 66. Marketing Automation Roadmap <br />Fase 2Next Generation<br />Campaigning<br />Fase 3Sustainable growth <br />Fase 1 Quick wins<br />60<br />Dagen<br />90<br />dagen<br />ON <br />DEMAND<br />ROI Accelerators<br />Geavanceerdecampagnes<br />Gesegmenteerde<br /> & getriggerede campagnes<br />- Groeien van permissie-base<br />- Conversie aankopen verhogen- Realiseer meer tweede aankopen- Betere resultaat uit de nieuwsbrief- RFM Analyse- segmentatie Campagnes-Welkomstproramma‘s - 2de aankoop programma‘s - Mail-a-friend campagnes <br />Waarde en Resultaat<br />- Marketing Effectiveness Score<br />- Loyalty& RiscScoring- Checkout-to-OrderRatio<br />- RFM Analyse- Koppeling Backofficesyst- 1:1 Recommandatie<br />Campagnes:<br />- Re-activatiecampagnes- RFM campagnes-Life-Cyclecampagnes- Inclusiefsocialmediafeeds- Up-en Cross selling<br />- Benchmark van resultaten- Optimimalisatie- Opbouw van profielen- Automatisering<br />Campagnes- Event triggerdcampagnes- bounce-afhandeling- Verjaardsdagscampagnes- Bounce-campagnes<br />Lift off<br />Business<br />Tijd<br />
  67. 67. Surveys<br />© 2010 – ZOOMIO Nederland - 36<br />

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