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Analysis of the Campaign Management Ecosystem - BENCHMARK BY EBG - BARCELONA 2018

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Analysis of the Campaign Management Ecosystem - BENCHMARK BY EBG - BARCELONA 2018

  1. 1. # Omnichannel campaign management tools
  2. 2. digitbench18WIFI digitbench18 # WHY ?
  3. 3. digitbench18WIFI digitbench18 # #SPEAKERS Robert PICAREL CEO & Co-founder VELVET CONSULTING Aurélien BUATHIER Digital Marketing Director VELVET CONSULTING Jérémy GIACOMINI Chief Marketing and Innovation Officer SERGIC Tarik KIBALI VP Digital and Innovation VACALIANS Claire JOYEZ Digital & Data Program Manager CLARINS
  4. 4. digitbench18WIFI digitbench18 # WHAT IS …
  5. 5. digitbench18WIFI digitbench18 # The tools which we will discuss can refer to different categories of products : We will focus on campaign management taking into account the current issue of omnicannality 01 Marketing automation 02 Marketing hubs Customisation engines 03 #Campaign Management Tools Company Solutions for Digital Communication
  6. 6. digitbench18WIFI digitbench18 # #Campaign Management Tools The field’s foundations: Screenwriting design of multichannel experience Omnichannel coverage ability to broadcast massively on different channels Personalisation segmentation and adaptation of messages Automation industrialisation, (time/money savings) Reporting analysis of results, ROI Lead gen. & nurturing web trafic management, landing pages and scoring Data Base openness and model flexibility 01 02 03 04 05 06 07
  7. 7. digitbench18WIFI digitbench18 # 02 Customer Database 03 Person- nalisation 04 Automation 06 Reporting #Campaign Management Tools 01 Omnichannel coverage 07 Lead generation & nuturing The field’s foundations 05 Scripting of customer journeys
  8. 8. digitbench18WIFI digitbench18 # MARKET TRENDS
  9. 9. digitbench18WIFI digitbench18 # Omnichannel : Synergy between contact points along the all customer journey #To Omnicannality Evolution of Marketing Practices Multichannel : Multiplication of contact points interacting independently Cross-channel : The contact points are sharing integrated informations
  10. 10. digitbench18WIFI digitbench18 # Functional dimension : This workflow makes it possible to have the scheduling of activities visually on different channels. It is important that its composition interface is simple, clear and reusable. Technical Dimension: The ability to make CRM and Digital data cohabit on the same platform #To Omnicannality Two key dimensions to embody omnicannality
  11. 11. digitbench18WIFI digitbench18 # BENCHMARK
  12. 12. digitbench18WIFI digitbench18 # # Methodology Products categories The « routing » platform historically expert in mass emailing, it is now open to other channels and it has fine-tuned its offer 01 The Marketing Automation platform full solutions for campaign management, customisation capacities to challenge 02 The marketing hubs all integrated platforms which focus on offering a global experience 03 The B2B experts the focus is on Acquisition, Scoring and lead Nuturing 04
  13. 13. digitbench18WIFI digitbench18 # #Mapping Marketing Hub Completeness Marketing Automation B2B Oriented Routers A broad landscape of more than 25 solutions B2B Oriented
  14. 14. digitbench18WIFI digitbench18 # #Market trends Observations 01 The « routers » are distinguished by their ability to address the issue of message composition (WYSIWYG) 02 The Marketing Automation platforms particular attention to the campaign orchestration HMIs 03 The marketing hubs beautiful marketing stories to create, but the integration of different blocks sometimes suffers from the recency of their acquisition The B2B experts it is now integrated to other ecosystems including Marketing Hubs 04
  15. 15. digitbench18WIFI digitbench18 # DISCUSSION PANEL
  16. 16. digitbench18WIFI digitbench18 # #Experiences Observations from the real life Why did you invest ? How did you transform ? are you going next ? Where What did you deliver ?
  17. 17. digitbench18WIFI digitbench18 # THANK YOU
  18. 18. digitbench18WIFI digitbench18 # AURELIEN BUATHIER Directeur Marketing Digital abuathier@velvetconsulting.com +33 (0) 6 07 41 49 74 LIONEL LUGAT Manager Marketing Digital llugat@velvetconsulting.com +33 (0) 6 88 58 42 05 #CONTACTS LIONEL LUGAT CEO & Cofounder rpicarel@velvetconsulting.com +33 (0) 6 22 78 04 40
  19. 19. # THANK YOU FOR YOUR ATTENTION

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