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Personalize your marketing communication / Персональная коммуникация бренда и клиента

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«Персональная коммуникация бренда и клиента» — презентация Артёма Филимонова (Vitamin Group) на конференции «100 Франков. День рекламы, креатива и брендинга 2015»

Хотите привлекать и удерживать клиентов при помощи их мобильных телефонов? Мы расскажем, с чего начать. 


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Personalize your marketing communication / Персональная коммуникация бренда и клиента

  1. 1. Apreivi (DI/ lJ1I/ IMOHOB , £|, l/IDGKTOD Vitamin Group vigrougru l Y . ‘ 9 "WK w ‘ . 2 , ' t '; . ‘ ‘ ‘ ' 1 . ‘ _ ‘ ‘ 1 - { . .‘ ‘ ‘ ‘I I‘ “ i-‘ 9- - 9 | I 1 ; . ll I I ~ ! > L I '. ‘ " s I lip - C s’. ‘. ' I ' ' ~ ' " . .' ‘ In ‘ 0': ~ 1 ‘ '5 ’ . v’ I I « 57.’! I I ’B'ol'~. ~ ‘W 'f4 . ,’ . . 1.. i‘ 6 v '1" I l J -- - . . . ‘ - 1 - IL. ‘ - A -_s n- , . ‘v ~ I " BI
  2. 2. Morketin Ops . - | . . ' Dl'9‘€"' - " Demand Gen CMO Azfilgter Me, lfler Molkeler I l I speclullsl - V ‘ J’ Email l ‘ l . VP Marketing _ Engo emenl l l Marketer {I r ' -_ :7 Mo to I “ 3. " I. ’ l { I I“ "' I ’l~ ‘l’ 5 ' "= -l _ . , « x “ ‘l : I ‘ F ' W ‘ ’ . . - - _ . 5.. I V 1‘ x‘: ‘‘ ' 4.’ ‘ti 1 ' 5 ’ I. I KapTvIHKa - www. marketo. c0x_n_
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  21. 21. -00 E'r.1nr~ 8:13 8.51 ( CFIVICOK noKynoK O I-losufi cnucox tn-«con . £ll)‘: 'LllJ-ll‘ : . lllJ’—‘»'—liv" i Bvmojean Paul Chenet: nonycnagxoe 6enoe; Kpacr-Ioe, opa. .. I'otoi3bIi7I 3aB‘rpaK Kosmostars, 3e‘e3,qoLu<vi M nyuu, Mepoaufi, 325 r Kooejacobs Monarch Millicano, 75 r HBFIMTOK Ha ocuoae pouia Captain Morgan Spiced Gold, 35%, Benn CMec| . Ann aalneuxn «| '|eL4éM , qoMa», x/1e6 3IlaKOBbIlll, 500 r g l-lafi Upton: Knaccvl-iecxvii/ ‘I: ~IépHi= u7I 0000 E’v.1u>~ 3.6‘ 8.51 ( AKu, i/M VI HOBVIHKVI uma In Hoammu Bpeml Hn3KvIx qeu Bpemn mamx I. |elI 29 ceurnfipu — 12 oxtnépn CKMLLKB l'l0 Al/ ICKO-lTHl>lM KBDTBM H8 TOBZPLI M3 al<l. Wllr1 He pacnpocrpaunetcsl l'lmpox<i-oe <- ij—; (jri. «1«‘j»j: i: Mircl, 420 r F O l'. .“' H O K 15509-py& KoH¢>eTI_-. I vipw: «I/ lcmpvin lUllO‘-l| r1Kan, 200 r 34:50-py6. 27.90 py6.
  22. 22. /l/ NHb| l?1 KAEI/ IHET V KEDKAOFO KAI/1€HTa eCTb Al/ IHHb| l7I Ka6MHeT Ha came «Cembm», B KOTOPOM OH l/ IM€€T AOCT)/ Fl K aHa/ OF| /IHHb| M <1>yHKI_u/ MM. Con, qa'roaa Mapm-Ia BIIIAVIMVIDOIHI ‘(Vb Mlfhlflllol . K / In-«mm xa6vme1 numema npoqyrrosofi cem ¢CeMb! I: 1? 847"» j 06pan-uan can: -15 Co6brrvIe Ana 1'e6sI — 10 Man 2014 Ovuman Ha Kapnvmcxor Aem. Pmxgenvm TPK Cemdl noanunfi 5 uexe 15 we 10 net TPK Cembfl paAyer sac M 3 uem. Ann Cymaa 877.40 py6. poxaenm: Aapvn 3 Am: mrrepecnbux cxvmox. TOIIBKD 18,19 VI 20 anpenu — yuvlxanbnbae cxwum 3 -Iecn, Arm poxneum TPK Cembfl. 04 Man 2014 Sonuuan CQMLH 000 " noauumfi 3 -«eke 9 Cyuwla 727.30 py6. Bce rpynnu weapon / 25 Aexafipn 2D1_3
  23. 23. PAEOHEE | /IECTO | /| APK| :—FOflO| —A E-CRl/ I AHanvm/ u<a noae/1eH1/19 CTaTl/1CTl/ |Ka OTnpaBKa KOl/ |MyHl/ lKaLJ, l/I171 BO Bce KaH8flb|
  24. 24. |_| EPCO| -IA/ l/ |3ALLl/ IE1 Ha OCHOBG COB€pLLl€HHb| X paHee FIOK)/ FIOK V1 Aemorpaqm/ Mec+<v1>< AaHHb| X K/ l/1€HTOB MapK€TO/ OF C€Tl/ I Bb| Cb| /a€T y3+<oTapreTv1poBaHHbIe | ‘|p€A/ O>K€Hl/ IF1 B PUSH-)/ BEAOM/ €Hl/ IRX. Flsmmua. 11 mom: no , ._-, « Ceu 2.91 Bxyc nemma! Cna. (;| Km7I anumeab u KOMFIDT non-vpaamcn ace»? ceube ( ("9unv~ W10-rum:
  25. 25. 3/E| "|EHTb| |—| EPCOHA/ l/ l3AL| ,|/ ll/1 Ocn-uoaa AMI | 'lpMHFlTM$1 peu. |en-M171: — Bb|60pKl/1 noKynaTeAe131 no aKTl/ IBHOCTM — Bb|60pKl/1 no CpeAHeM)/ ~4e+<y — Bb|60pKl/1 no | '|O| 'I)/ /FlpHb| M +<aTerop1/mm Toaapos — Bb|60pKl/ I no no/ xy. Bo3pacTy — pemenvm Ha ocnose o6paTHo171 CBFBI/ I
  26. 26. VFIPAB/ E| -|| /IE War I. OHPEAE/ F| eM K/ VleHTaI M)/ >1<‘—Il/1Ha, CTapUJe 25 / eT + cpeAHvn7I Hex 3a noc/ eAHI/ I171 M€CF1LJ. 6o/ xee 2000 p. + noKyna/ I'll/ IBO + l/1M€eT 600 Ap)/3e171 BO <<BKOHTaKT€))
  27. 27. VFIPAB/ EH| /IE F -1 . . 1 . ' 1 1 ‘ -5- . v‘ III'=1ii: r§): v_". II= .l! lI|9Ig; ulI); (('sl= Ihm 14111:‘-Izllm : JIs1i:3‘Ii19gLI). 'm(iI6l': I:x ! l'1IY= .Il= r:1:II_=1:I.1E 4 skaéllnllu ‘ ‘ | I ‘1 ‘ ‘ 1' 1 mm. -. :1.; I£1om. o: H. ” ' ‘ ‘I '>.1or. |:x;1:I: I.:1; :1.; l31mI.4n , K , L', e>—<bpo>v<, qeH.4n 4 fliv‘-1.'e—v'a 1.‘) E3: 35:‘ m:1n= ::w; a-e-a , ‘) nonbaoaarennctapwe 25 new CJE. ".~ k e- :3 "e. :v. '1:~; u d Cpe, qHm'1ueK 60J'| bL1JE V 2000 py6.Hanpom>-<eHm1 Mecilua v 43* wt-.1-: — ‘means 1.‘) Henoaex noxynan rmso 3a nocneaH.1F1 Mecnu v war 2. Ae/ aeM BbI50pK)/ no 6a3e K/ |/1eHTOB B naHe/ w1 ynpas/ eHvm. Tamx y Hac I35 we/ oBeK. 11 11» L-"Fn , j;‘vf»= '1=n F. n—+'. =~ '0 3 “) E0l1bLlJ€ 600 APY3eu71
  28. 28. VVIPAB/ E| -ll/ IE II 1 . 4 . j I ‘ 3- ‘- . v In; l;I: P=J:1 KIHEIII, -1=. lg| ,:10)1I(= l:l11:: (€A1'. l:l: II: u '. IL1u>+'Aa#: k~1', nl4:m: O1-1_Ir= ,II:1=J: I4;1:I= |; I = hV_élnlIn } '. I ‘ I ‘. );n». |: ; . o1I. :1u. ~u: '_: .‘o1~I: :~.1:| ',. -. Agcecasx L3cV3_4e>~1./ fie Bbl60pKa no CHVICOK KIMEHTOB Bnaropogubae .4y)g(y| Fooooo/11 V nPW3H33Tb ("El-l"P9M0>K€HV| € lloxqzanmcb ‘weMI'1MOr-{STE L4 Illl r: l:1'. I|. Hefosapxue II cneunpeglnmteuns [1oxp, a/mcb HEMHVIOHBTB M I '”)_m: _y__v_“_m_l> 60l1f3EM(1’0E‘CYbCW1. Conn A0 :1. 7 . » 1 Cum VI HE| (TapblJ7 3 accopwweme. 0.97 n Hanwrox uaofipufin Pulpy. Aata paccunm = Tenn paccunxu 9 Caasanuoe cneunpemloxenne : Cnncox anenr-CMH. Caexafi MfiK0Yb. 09!! War 3. Bb| Cb| /a€M PUSH-)/ BGAOM/ eHl/ lei ((3081/1 Ap)/3e131 B I’OCTl/ I I/ I CMOTpl/ I -I€M| ‘|l/ IOHaT Mmpa no <| >yT6o/ xy c I‘| |/1BOM Amstell»
  29. 29. V| _|PAB/ EHl/ IE | ‘|o~4eMy 6b: [/1 HeT! Flo3BoH+o p, py3b94M l/ I satiny no qopore B <<CeMb10>>
  30. 30. I/ IHI-IOBALLI/ ll/ I <<CeMbF| Mobile» — 3T0 cMcTeMa COBpeMeHHb| X I/ IHCTP)/ MeHTOB M TexHo/ orMM: I. iBeacon no3Bo/ MT Flpl/1/O>KeHl/ I10 | '|OHl/1MaTb, KOFA8. K/ I/1€HT some/ B Mara3MH, HaXOAl/1TCF1 B MFICHOM ome/ xe MAM pacn/ aMMBaeTcn Ha Kacce M A8/aTb al-(T)/3./ bHb| € I'1peA/ O>K€Hl/ IFI Mepea PUSH. 2. Big Data B ocHoBe Mo6M/ bHoM I‘| pO1'paMMb| /OF| /bHOCTl/ I AaHHb| e o HOBC€AH€BHb| X noxynxax 200 000 K/ MeHTos ceTM, onepaL1MM no Al/1CKOHTHb| M KapTaM C 2009 roAa. ABTOMaTl/13aL| ,l/ IF! M MHCTP)/ M€HTb| aHa/ l/1T| /IKI/ I FIOBBOAFHOT Map+<eTo/ xory pa6oTaTb c TaKI/1M O6beMOM MHcbopMaLLMM.
  31. 31. Bb| FOAb| K/ |/ lE| -ITA BO3MO>KHOCTb 3<1>c1>e+<TMBHo n/ aHMpoBaTb M COB€pLlJaTb HOK)/ HKM BO3MO>KHOCTb BKOHOMI/1Tb A€Hb| ’l/1 M spew | —|oxoA B Mara3MH cTa/ MHTepecHee!
  32. 32. Bb| FOAb| Bl/ BHECA PocT A0i| Ib| -IOCTM K 6peHAy — noabuuaem yposer-ab cepBMca A/ xn K/ l/ leHTa <(CeMbl/1)) HOBble Bo3Mo>KHocTM AMI MapKeTMHra — aHa/ M3MpoBaTb 60/bL| Je MHc| >opMaI_LMM o no+<ynaTe/ xnx — npeA/ araTb K/ MeHTaM pe/ eBaHTHb| e HDOA)/ KTbI Hanpswyro — Bb| F1B/ F1Tb / l/ lAepOB MHeHMM M Bo3AeMcTBoBaTb Ha HMx 3a cMeT Al/ NHOFO Ka6MHeTa M Mo6M/ bHoro npM/ o>KeHM; I «Cembfl» Bb| CTpal/1Ba€T npsIMyIo ABYCTOPOHHI-OIO KOMM)’Hl4KaL| ,l4lO M <(BC€l‘Aa Ha CBF13l/ I>> C noI<ynaTe/ eM.
  33. 33. Usage U'm1,Dy till / C|"| ELL| Hb| l?I 3An/ CK Bo/ xee 3 000 cKaMMBaHMM 3a | ‘|€pBb| € I0 AH€l7I 3anyC+<a I MMH 38 ceK ~ cpeAH51$1 ceccl/19 . N . -7v- F3 1Lvv‘v‘r1 0 ~ nmgm smugoz Returning New Summary suuugoa Manhood ruuugos WedAug06 1'huMg0'I nuugoa s. u.go9 suuugoo Monhgtl TueAng12 3,049 J, QC). O 7 23,033 1,774.72 Users Growth Sessions Growth Wedlugfl Todly
  34. 34. HEPBb| E OT: -3b| Bb| ***** mum" c. ¢m. Q . _g_ mm Pouuu Bannuu It) -1. ‘Hum n_m94kaim, m,m, R()ll‘: l1IHMd|1l‘ Tecmpyem c ceM| -_. e|}'1 npymo)Ke| -Me npl/1J10)KeHV| e OT @SemyaPerm Heaeposrmo @SemyaPerm M 6anyeMcsn, cocraansusa Apyr KDVT06! Mb! 0 @I’U_bata| ina B BOCTODFG! ppyry c[1y| cKM noKynoK ; ) . Ovuorvma 1.1 Pcmnu a a. .m. ... ..a. , Ewe j o. Ovnarurh «.3 Panmmyn. t BM: lpa><>¢oe ma Mononuu ttttfi 01’ icesv - 060082014 Haxoneu To Me Hyxno 6pa11.~. c co6ov'I Kapfy. a To ae-mo ee aaéuaano a renedson acerna co6oI7I Knaccnoe npnnoxteme tiiii 01' nam25 — 09.08.2014 npwloxeune omwmoe! Oueub uyxocoe! Sumo 61.: anopoao Aoéaavrrb eu4e Ham/ Irauvno no Maraam-: y(xo1'n 65: mnepmapocety). H10 61.: Guno npome opmeumpoaamcn me Maxonwcn Heo6xoAMMuM roaap. Onpdpsno ttitt or'~lMpKyHoe- 13.08.2014 )KBI1b nénox M3 l'Ionbu. M H81’
  35. 35. |—| OKA3ATE/ l/ I POCTA ['11/IC/ O K/ |/ I€HTOB PaCT€T 3a C'~= |€T I-<aL1eCTBa C€pB| /IC8. CToMMocTb Hpl/1B/ e‘-| eHl/ IFI 5 _ Kmema CHI/ |)Ka€TCF| 3a c~4eT pe¢epaAbHoM nporpammbn Aoxo/ A c OAHOFO K/ l/1eHTa/ V PacTeT, pa6oTaeT cMcTeMa noAorpeBa M Cp€AHl/11/1 Mex Aonpo/ ;a>+< O6beM 6a3bl AaHHb| X PacTeT M CTaHOBl/ ITCFI +<aMecTBeHHee | "|poAa>1<M l—| OBb| L1Ja+OTCF1, B nepsyro owepema, M3-3a C€pBl/ |Ca PacTyT, pa6oTaeT cMcTeMa noAorpeBa M AO| '|pOAa>K HoBTopHbIe no+<ynI<M
  36. 36. Pecayn bTaTb| <<CeI/ IbM>> 3anycx 4 aBrycTa 88°/0 Bo3BpaToB 28 000 nonb3oBaTeneM C°e»”~"""‘ CeCC”"' 50 cexyH, c1 700 ou. eHox B xaranorax (cpep. Hsm 10 900 nonb3oBaTeneM oueHxa 4,6 Mcnonbsyror npMno>xeHMe MMHMMyM 2 pa3a B He, n,emo AxTMBMpoBaHo 6onee 10 000 H03'= 'X 4 500 0T3b| BOB xapT I105U'| bHOCTl4
  37. 37. VITAMIN CnacM6o! ApTeM <l>MnMMoHoB filimonov@vigroup. ru wwvv. vigrouo. ru

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