2. Hvem er jeg?
Christina F. Rüsz
Medlem af DDMA
Sales Direktør for Canal Digital Denmark
–Canal Digital har 1 mio. kunder i Norden region
–Primært fokus på Strategisk and profitabel lead, sale and channel management
and corporate strategi
–Har arbejdet med DM/CRM dialog leadgenerering mm. siden 1998 og jer er
fortsat entusiastisk omkring det!
Hvad hører I om nu?
DMA
* Trends
* Innovation
* Inspiration
3. Min seneste købs
oplevelse
•“New York here I come”
• Momondo (billige flybilletter)
• CPH og DSB airport app (transport apps Iphone)
• Zagat.com (restaurant anbefalinger)
• Hotels.com (hoteller og anbefalinger)
• Last minute.com
• Opentable.com (bord reservation)
• tripadvisor.com (anbefalinger også fra venner)
• Venner (“rigtige live” venner)
5. Hos Canal digital har vi
bemærket det!
Our path to conversion
• Beslutningsproces = 30 dage
• 29 online touchpoints før køb
• + alle de andre real life touchpoints
6. Derfor tog jeg til DMA
Kan andre
virksomheder
mærke trenden?
Hvad gør vi når
kunder ikke
længere gider
reklamer og ikke
lytter til os?
7. Forbruger adfærden er
skiftet!
• Forbrugerne har
ændret sig.....
• Fra passive
modtagere af push til
aktive information/
campaign managers i
fora de definerer......
12. How Will Engines Shape the
Future?
http://youtu.be/
OAyUNI3_V2c
http://fanpagelist.com/
13. Hvad gør de hos
guilt group?
• Launched in 2007
• Curate broad range of daily sales to serve
invitation-only membership
• Named by Fast Company as one of the
Top 25 Innovative Companies, #1 in
Fashion
• Evolved beyond women's fashion to Men,
Home, Kids, Travel, Food & exclusive
local offerings
• Category founder in US and leader with
over $500,000,000 revenue
14. Gilt Group Use VOC
Use Facebook Voting on Product Preferences to curate online sales
16. Gilt Group Use VOC
Gilt Children: Halloween
Photo Contest
• Capitalized on what these
customers like to do most
on Facebook
• 4X more votes than
entries
• Increased Social Graph
awareness
17. Hvad hvad kan i gøre?
New school CLM model Inbound To Customer
= (Brand Push)
Outbound From Customer
= (Consumer Push)
Social circle
1 7
Initial 4 Personalization &
Customer Customization
“Engagement” Word of
Mouth &
Viral
3 5 9
2
Customer Active Cross “Call to Action”
Education & Customer Consumer & Revenue
Entertainment Participation “Interaction” Maximization
”
17
6 Brand’s
8 Overall
Brand engagement
Mobility &
Building & Capabilities and
Mobile 10
Branded Its
Accessibility
“Advocacy” Relationship Ability to
Building & Drive Revenue
Customer
Retention
Kilde: New school Model er tilvirket af Christina Rüsz med inspiration fra DMA og Yoshi N. Herber
18. three Take Aways!
• Vær tilstede hvor
jeres kunder er og
på deres præmisser
• Brug new school
touch points til at
drive relation og
salg
• Evaluer dine egne
engagement
capabilities i din
kundelivscyklus
Jump in impressions stemming from: \n more searches\n users interacting more with search results, \n changes in the definition of impressions (e.g. 3 second pause)\n\nJump in clicks indicates a change in user behavior (Users are now more engaged with search results)\n\nDrop in CPC could be caused by:\n Advertisers not increasing daily budgets. Subsequent auctions\n might be less competitive leading to lower average CPC\n A small (2-3%) change in the distribution of searches across\n match types \n Small but perceptible shift in keyword-CPC distribution curve\n towards lower CPCs\n