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Marketing Automation

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Presentazione sulla Marketing Automation di Alessio Semoli in occasione della Social Media Week a Roma il 26/09/2014. Approfonditi i temi dalla lead generation , lead scoring fino alla lead Nurtuting e analisi dei processi di digital automation per attività ecommerce attraverso sistemi di workflow automatici.

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Marketing Automation

  1. 1. MarketIng Automation Marketing automation Alessio Semoli – 23/09/2014 – Social Media Week Roma #SMWRME
  2. 2. ”C’è stato un crollo nelle performance del nostro sito”
  3. 3. Integrare tutti I mezzi Un sistema che genera business di successo , fa si che ogni ingranaggio sia di supporto all’altro e che tutto sia sincronizzato
  4. 4. Riassumendo I problemi ….. • Mancanza di tempo per fare strategia ed estrapolare i giusti kpi nella giungla di dati. • Difficoltà ad integrare tutte le sorgenti di traffico e sincronizzare le varie tecnologie • Impossibilità di eseguire costantemente processi meccanici e ripetitivi
  5. 5. Quale SOLUZIONE?
  6. 6. Marketing Automation Il 75% delle aziende che adottano la Marketing Automation ottiene un ROI positivo entro 12 mesi
  7. 7. offline AUTOMATION
  8. 8. I Visitatori automatizzati e qualificati hanno una conversion-rate del 53%* più alta rispetto agli altri
  9. 9. COSA FA LA MARKETING AUTOMATION • Organizza e semplifica processi ed attività ripetitive • Integra le diverse soluzioni di marketing facendole dialogare tra loro • Incrementare l’efficacia di campagne pubblicitarie orientate alla performance ed il ROI • Migliora la user experience del visitatore offrendogli contenuti su cui è realmente interessato
  10. 10. Il processo di AUTOMATION
  11. 11. REVENue funnell recycling
  12. 12. Customer journey touchpoints
  13. 13. LEAD nurturing Accompagnare a “piccoli passi” il visitatore verso una consapevolezza che lo porti a diventare cliente
  14. 14. Lead Nurturing flowchart
  15. 15. Lead Nurturing Email marketing
  16. 16. Lead scoring
  17. 17. Lead scoring Engage visitors
  18. 18. Per un e-commerce Il 72% di perdita di vendite è dato da AbbandonO DEl carrello
  19. 19. Il 65% dei visitatori attende un giorno o più per PROCEDERE ALL’ACQUISTO
  20. 20. Ecommerce automation • Recupero dei carrelli abbandonati tramite email marketing • Invio Coupon Sconto su eventi , compleanno , anniversario • Proposta prodotti in base a preferenze epresse , dati di navigazione , wish list , acquisti precedenti • Richiesta review su acquisti
  21. 21. Ecommerce workflow
  22. 22. Social Automation Combina la forza dei social network e l’efficenza della marketing automation per migliorare l’engagement
  23. 23. a/B testing Content Marketing
  24. 24. a/B testing Content Marketing
  25. 25. Grazie ! Alessio Semoli Add me on Social P.S: Portiamo un cambiamento positivo in questo mondo in bianco e nero J

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