The document discusses new challenges in marketing from empowered customers and the rise of social media. It proposes conversational marketing using new technologies like big data and social/local/mobile integration to have personalized conversations with customers. The Neolane platform allows organizing marketing processes across channels to engage customers at each stage from prospects to advocates. It provides examples of using this approach in travel and banking marketing.

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4. Less Communication is
More Conversation
Martin Smith – Head of Marketing, Neolane Limited
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5. New Challenges for Marketing &
Communications
Brand Goals Haven’t Changed Customers Have Seized Power
■ Sell more ■ Information is everywhere
■ Sell more often ■ Purchases are ever easier
■ Sell longer ■ Every buyer is an advocate
Disloyal and Nomadic
 Informed
 Changeful
 Vocal
 Overly Solicited
 Educated
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6. New Challenges for Marketing &
Communications
Traditional Marketing Losing Re-establish Customer Intimacy via
Relevance Conversational Marketing
■ Impersonal ■ Personal
■ Unidirectional ■ Conversation
■ Perceived as intrusive ■ Unify service & marketing to
create value
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7. ‘Big Data’
Big data is a term applied to a new generation of
software, applications, and system and storage
architecture, all designed to provide business value
from unstructured data.
• Data Tsunami – 1.8 Zetabytes of Data in 2012 = 57.5
Billion 32Gb iPads = $34.4 Trillion investment
• The amount of digital information created annually
will grow by a factor of 44 from 2009 to 2020
• More than 70% of the data in the Digital Universe is
generated by individuals.
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8. ‘SoLoMo’
The convergence of social, local, and mobile.
Marketers who take advantage of SoLoMo can reach
consumers right when they’re making purchasing
decisions.
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9. Content Marketing
Content marketing subscribes to the notion that
delivering high-quality, relevant and valuable
information to prospects and customers drives
profitable consumer action.
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10. Conversational Marketing
Conversational marketing technology empowers
organizations to build and sustain one-to-one lifetime
dialogues with every customer and prospect, dramatically
increasing revenue and marketing efficiency.
#1 - Markets are conversations
#6 - The Internet is enabling conversations
among human beings that were simply not
possible in the era of mass media.
#9 - These networked conversations are
enabling powerful new forms of social
organization and knowledge exchange to
emerge.
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13. The Neolane Conversational
Marketing Platform
Organize and optimize marketing
processes
Unify inbound and outbound
communication channels
Personalize every conversation
Leverage every opportunity of
contact to inflect individual
behavior
Leverage a single code-based,
modular, and future proof platform
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14. Lifetime Customer Journey at
voyages-sncf.com
PROSPECT CUSTOMER ACTIVE LOYAL ADVOCATE
Twitter Alerts
Reactivation
Travel Log Alerts
Loyalty program Sweepstakes
Up-sell and Cross-sell
Questionnaire
Newsletter
Transactional Messages
Events
Flash Sales Recovery
Welcome Journey
Mobile
Welcome Message Information
Newsletter
Order Confirmation Manual
Scenario
Trip Reminder
Automated
Reservation Alerts Trigger
Online Help
Simplify 1st purchase Satisfy 1st purchase Lengthen relationship Maintain satisfaction Involve customer
Introduce offers and Follow throughout Foster up-sell and
services customer lifecycle cross-sell Reward top customers Foster community
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15. Retail Banking - Inbound Outbound
Fusion
Catalog of 124 Financial Services Marketing Offers Optimized to
Address all Life Situations for 20 Million Individuals
Marketing Offers Call centre
Rules
Web
Eligibility
Format
Content Recommandation Mailing
Priorities
Email
Branches
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16. Thank You
Neolane
Stand C5
Win a trip to Paris for 2
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