This document discusses cross-channel dialogue marketing and how marketing technology is evolving. It notes that digital is now the norm for commerce, entertainment, information and socialization. As a result, marketing must integrate digital and database strategies to engage customers across channels through personalized, event-driven dialogues. It provides an example dialogue between a travel company and a customer. It also stresses the importance of preventing marketing pressure on consumers by capping email frequencies and prioritizing campaigns.

1. Cross-channel dialogue marketing
Jan Teerlinck
+32 473 361 498
jan.teerlinck @ selligent.com
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2. About Selligent
 Software solutions for marketers (Interactive Marketing Automation)
 Offices in Belgium, Netherlands, France, Italy, Spain, China, Germany
 300 brands daily operating our solution for customer interaction
 Clients in 13 countries
 Cross-industry
 Retail /ecom
 Media & publishing
 Banking
 Telecom
 Travel
 Automotive
 .....
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3. Marketing is becoming the
technology innovator in the company
Gartner: “in 5 years time
CMO will spend more on
technology then the CIO”
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4. Marketing & Technology are tied
 Digital is the new „normal‟ for:
• Commerce
• Entertainment
• Information
• Socialization
 Marketing is chasing a continuously moving target.
• That‟s though !
 Impact on relationship management:
• More difficult...
• Brands can stand out today
• Not necessarily “Money always wins”
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5. Marketing & Technology are tied
From traditional direct marketing
to interactive dialogues.
From the company marketing calendar
to continuous life-cycle marketing.
Listen & Act
Batch & Send
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6. Marketing & Technology are tied
Big data
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7. Marketing & Technology are tied
Tech-savvy generation of marketers
Marketing tools are available and ACCESSIBLE
Without being completely
dependent on the
corporate IT agenda
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8. DNA of marketing solutions
Probably not:
- Massive monolytic
- Big entry license prices
- Army of implementation consultants
- Building big solution on big machines
BUT:
- Easy entry solutions
- Pay as you grow (ROI-driven)
- Add as you grow
- Out-of-the-box usable interfaces
- Consumerization of business software
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9. DNA of marketing solutions
Complete consumer-centric:
• From his first (anonymous) hit
• To his top score in the customers database
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10. A gap between digital and database mkting
DIGITAL MARKETING DATABASE MARKETING
INBOUND
OUTBOUND
Anonymous visitors 360 customer view
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11. Bridging ‘Digital’ & ‘Database’
Cross-channel consumer centric
Anonymous visitors Identified customers or prospects
Segmentation
Cross-channel
Personalisation
Event-driven
Visitor profiling 360°
view Dialogue marketing
Inbound marketing
....
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12. Visitor profiling + inbound personalisation
Transforming big data into actionable profiles:
Quantitative metrics Qualitative metrics
• Return frequency • Interest profiles
• Stickiness • Visitor scoring
• Traffic source • Engagement score
• Items consulted
• .....
Inbound personalisation Grow your database Grow customer insight
Optimise website based Score and invite quality Enrich customer data
on anonymous profiles visitors for targeting
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13. DIALOGUE example
- Searching for a trip - Set my search preferences
- Detected as quality visitor - Receive relevant trip offers
- Invited to subscribe - Make a reservation
Depart Return
- Fancy renting a car ?
- Hotel x is expecting you - How was your trip
- Have a great trip - Write / share a review ?
- Any new plans ?
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14. DIALOGUE example
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15. Prevent marketing pressure
How much are you sending to your consumers ?
 Periodical campaigns
 Promotional campaigns to targeted audiences
 Event-driven / data-driven campaigns
WHEN GOING INTO E-DM
PRIORITIZE CAMPAIGNS TO PREVENT MARKETING PRESSURE
1) Define frequency capping
 Max 6 e-mails per month
 Max 2 outbound commercial calls per 4 months
 .....
2) Set campaign priorities
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17. Thank you !
Want to know more ?
Visit our booth:
Jan Teerlinck
+32 473 361 498
jan.teerlinck @ selligent.com
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