Your CRM success with agility, pragmatism and implication

REAL TIME REAL CONVERSATION REAL AUTOMATION

Selligent Interactive Marketing

360°The i community

Your CRM success with agility, pragmatism and implication

Wie zijn we?

CRM & Interactive Software

Since 1990 (Selligent Interactive since 2002)

More 1.000 clients (more than 170 interactive clients)

More than 100.000 users of our software

More than 9 billion e-mails every year!

Connecting to A brands like Ikea, Sunweb, TUI, VW, Opel, etc.

Selligent offices is:Benelux

Germany

France

Spain

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Your CRM success with agility, pragmatism and implication

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Your CRM success with agility, pragmatism and implication

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Your CRM success with agility, pragmatism and implication

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More Is not alwaysbetter!

Your CRM success with agility, pragmatism and implication

We know what you did…

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CLICKED / VIEWED

CUSTOMER INTEREST

Your CRM success with agility, pragmatism and implication

We know what you did…

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BOUGHT

CONVERSION

Your CRM success with agility, pragmatism and implication

We know what you did…

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FILLED IN

CUSTOMER SATISFACTION

Your CRM success with agility, pragmatism and implication

Some even know…

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WEB BEHAVIOUR

INTENTION

Your CRM success with agility, pragmatism and implication

5% conversion

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Your CRM success with agility, pragmatism and implication

INFOBESITAS

Still, most brands see interactivity as:

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1 way

Your CRM success with agility, pragmatism and implication

Still, most brands see interactivity as:

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Personalisation based on confirmed data

Same message for everybodyOnly used for promotions

CMS personalisationNeuro-marketing: what?! Causing industry tunnel vision

1 size fits all

Your CRM success with agility, pragmatism and implication

But the target audience wants more…

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i WEB MOBILE OFFLINE SOCIAL IN PERSON

B2B & B2C

Inter-channel rules!

Your CRM success with agility, pragmatism and implication

But the target audience wants more…

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The conversation prism

i

Your CRM success with agility, pragmatism and implication

But the consumer wants more…

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START A DIALOGUE BY AUTOMATING AND INTEGRATING

BUSINESS PROCESSES

Your CRM success with agility, pragmatism and implication

Profile your target audience

Delayed profiling:= find intentions

= discover the white spots

CRM

Data mining

RFM models

Predictive modeling

Real-time profiling:Web behaviour

Click behaviour

Convert unknown (pop-in)

16The end of the excel sheets!

Your CRM success with agility, pragmatism and implication

Click icon to add picture

Cliquez sur l'icône pour ajouter une image

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Your CRM success with agility, pragmatism and implication

The 1 to 1 urban legend

Interest groups

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300 GroupsPersonasTargets

Your CRM success with agility, pragmatism and implication

From persona to interactive campaign

Go beyond the simple campaigns:Welcome email / SMS

Confirmation e-mail/SMS

Yearly satisfaction survey

Newsletter

RSS feed

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Your CRM success with agility, pragmatism and implication

From persona to interactive campaign

Clever campaigns:Abandon shopping card (re-enter at exit point)

Out of stock

Alternative suggestion (if delivery takes longer than 24 hours)

Weather forecast with insurance proposition

Dynamic Newsletters based on combined real-time data (confirmed / non-confirmed)

Dynamic websites: banners based on profiling, offering based on profiling

Distribute content/offering: Auto-distribution: RSS User generated: add this, tweetme, etc.

Theme generated RSS feeds (selection is added to user profile)

Convert people on a clever way (pop-in, cookie based)

Use brand advocates to generate content

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Your CRM success with agility, pragmatism and implication

Your paradigma

COMMUNICATE

SURF

BUY

• Spread the word• Follow the talks• In store actions

• Interests• Potential

cross/up sell

• Buying behaviour• Satisfaction

information

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Lot’s of data / no control about content / customers screaming

Your CRM success with agility, pragmatism and implication

From brand to social brand

Traditional brand

Interactive brand

Social brand

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- Gather data: - Sales- Satisfaction- Web/digital channels

- Think about conversion of channels- RFM models / Predictive modelling

- Newsletters based on profiling- Clever campaigns in place- Exchanges with social networks- Follow visitors / content

- Interact with customers on non-company platforms- Active use of social media in the marketing mix- Your PR team has become a communications team- Use your brand lovers for:

- test of new products & services- generating content

Your CRM success with agility, pragmatism and implication

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Beyond B2C

What are you doing between 2 client visits?Are your clients satisfied? How do you confirm client visits?

Your CRM success with agility, pragmatism and implication

Integrating social media

Example of an interactive brand

Mobistar

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Your CRM success with agility, pragmatism and implication

Mobistar

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Become TempoMusic

Be TempoMusic & get benefits

Your CRM success with agility, pragmatism and implication

Example of a social brand

Based on what exists, but assembly required!

IKEA

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Your CRM success with agility, pragmatism and implication

When we mix individual ideas

POS: Mobile scanner

POS: In store search

IKEA personal catalogue

IKEA Family Card

IKEA Credit Card

IKEA fan page

IKEA 2nd hand website

IKEA Christmas tree

Facebook pages

Adding:Web & mobile shopping list

Routeplanner (inside the store)

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Your CRM success with agility, pragmatism and implication

Contact info

Hans SmellinckxSenior Consultant Interactive Marketing

Hasselt – Charleroi – Brussels - Paris

M: +32 (0)478 88 36 87

E: hans.smellinckx@selligent.com

Twitter

Facebook

Linkedin

Blog: www.onlinemarketingmanager.be

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