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SunTseu - les fondamentaux du digital marketing part 3

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Sylvain Davril, directeur de l'innovation de SunTseu, explique sa vision de la Customer Experience réussie et du parcours client; pourquoi nous avons encore le sentiment aujourd'hui de ne pas rencontrer si souvent des expériences clients agréables, du fait des stratégies marketing passées basées sur l'outbound marketing; il reprécise le contexte actuel très favorable au changement et pourquoi il faut associer l'inbound marketing et l'outbound marketing;
Enfin il fait un focus sur une technologie importante pour réussir sa stratégie de digital marketing : le marketing automation, et en l'occurence Marketo

Published in: Marketing
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SunTseu - les fondamentaux du digital marketing part 3

  1. 1. JUIN 2014 Les Fondamentaux du Digital Marketing 3eme partie Sylvain Davril Directeur de l’Innovation
  2. 2. Notre réponse : Les nouvelles règles de l’accroche marketing Notreréponse
  3. 3. Notreréponse ©Créditphotos:WaagSociety,SebastiaanterBurg,FinancialTimesPhotos,MarkSebastian,GregWesftall&CristianoBetta
  4. 4. Notreréponse © Crédits photos : Kevin Dooley, Dima Bushkov, Keith Allison & Thomas Leuthard
  5. 5. 1. Être trouvé > Le contenu attire les prospects et crée de l’affinité > Social SMO, SEO, SEA, design, ergonomie, storytelling Notreréponse
  6. 6. Notreréponse 2. Conversations personnalisées et durables > Confiance > Contenu personnalisé > Opt-in explicite > « What’s in it for me? » Hey, you’re ready to buy ? How about now ? And how about now ? You like this ? Check out that ! Here’s a fun video !
  7. 7. Notreréponse Source : Marketo Research 3. Segmentation comportementale > Cibler la communication augmente l’engagement
  8. 8. Standard nurture vs. Triggered nurture Lift 57% 59% 147% Notreréponse 3. Segmentation comportementale Déclencher la communication à partir d’une action du prospect augmente la réussite
  9. 9. Notreréponse 4. Expérience omnicanal
  10. 10. 7 touches pour réaliser une vente en moyenne 5-21 personnes impliquées en moyenne MAIS 5. Décisions fondées sur des faits Notreréponse
  11. 11. Pour réussir votre Marketing Inbound Marketing Outbound Marketing Marketing Automation Notreréponse
  12. 12. Définition Inbound Marketing « L’inbound marketing désigne le principe par lequel une entreprise cherche à ce que ses prospects ou clients s’adressent naturellement ou spontanément à elle en délivrant des informations utiles ou des services à travers une politique de marketing relationnel. Notreréponse
  13. 13. Production de Contenus - Publication - Blog /Site Réseaux Sociaux - Amplification - Collaborateurs/ Partenaires SEM / PPC Référencement - Accroche - Contenus à forte VA - Intérêt - Landing page & Formulaire Identification et Nurturing Newsletters Personnalisées Ciblage - Passage aux ventes - Contact Vente - Rencontre - Lecture du blog L’INBOUND MARKETING Interactions continues avec le lead Qu’est ce que l’inbound marketing? Notreréponse
  14. 14. Les équipes internes sont- elles prêtes ? Difficultés des équipes marketing Notreréponse
  15. 15. © Waag Society Notreréponse Gérez-vous une seule base de clients/prospects?
  16. 16. Notreréponse Avez-vous la possibilité d’envoyer des emails marketing ?
  17. 17. Notreréponse Est-il facile de créer des « landing pages » pour les nouvelles campagnes ?
  18. 18. Notreréponse Votre équipe peut elle programmer tous les emails et le contenu pour un évènement, le lancer et le laisser se dérouler?
  19. 19. Notreréponse Pouvez vous mesurer la contribution de chaque programme marketing à votre chiffre d’affaires ?
  20. 20. Notreréponse Pouvez vous identifier facilement les prospects et les prioriser selon vos critères métiers et leur propension à acheter ?
  21. 21. Et SunTseu ? Illustration Conseil Assistanceàla maitrised’ouvrage Projet Accompagnement Formation © Crédits photos : Sebastiaan ter Burg, Financial Times Photos Digital Marketing
  22. 22. NOUS CONTACTER Société: SunTseu Adresse: 22 Boulevard de Stalingrad 92320 Châtillon Téléphone: 01 80 41 00 31 Fax: 01 80 41 00 32 E-mail: info@suntseu.com Site: www.suntseu.com Customer eXperience company

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