digital directmarketing - do it right or leave it, davide savoldelli
DESCRIPTION
Predstavitev na 17.Slovenskem turističnem forumu v okviru DST 2014 (Portorož).TRANSCRIPT
DIGITAL DIRECT MARKETING – DO IT RIGHT OR LEAVE IT
DIGITAL TOURISM CONFERENCE, 14. OCTOBER 2014, PORTOROŽ
Autor: Davide Savoldelli
Datum: Portorož, 14.10.2014
20.10.2014
AGENDA
• Status quo• Future communication• Strategy• Examples & benefits
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STATUS QUO
4
STATUS QUO: DIGITAL MARKETING VS. SPAM
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STATUS QUO: DIGITAL MARKETING VS. SPAM
Symantec - Internet Security Threat Report 2014
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STATUS QUO: WEBTRACKING
Tor protects you by bouncing your communications around a distributed network of relays run by volunteers all around the world: it prevents somebody watching your Internet connection from learning what sites you visit, and it prevents the sites you visit from learning your physical location
www.torproject.org
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STATUS QUO
� COMMUNICATE WITH RELEVANCE!
• Huge data- and information volume• SPAM• No browser-tracking
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FUTURE IN DIGITAL DIRECT MARKETING
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R E L E V A N C E�FIRST IMPRESSION� IDIVIDUAL ADDRESSING�ADDED VALUE
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CRMCUSTOMER RELATIONSHIP MANAGEMENT
RFMRECENCYFREQUENCYMONETARY VALUE BACK OFFICE
CONTROL
OB
JEC
TIV
E
INCOME
CU
STO
ME
R DIRECT MAILING
BUSINESS INTELLIGENCE
PLANNING
CA
MPA
IGN
CA
PITA
L
MARKETING
NEWSLETTER QUALITY
FE
ED
BA
CK
SURVEY MARKET
OPTIMIZE
LIVESTYLE
FU
LF
ILL
ME
NT
PL
AN
NIN
G
FORECAST
SALES
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Inte
rest
req
uir
emen
tsOne brand information
Regional information
Product specific information
Timeline
Active package
Language
SEGMENTS VS. IDENTITIESCOMPLEXITY OF DIGITAL DIALOG
Targ
et g
rou
ps
of
com
mu
nic
atio
nCustomer
Potential customer
Stakeholder (journalist, association, etc.)
Employee
Partner
Consumer
Supplier
Co
nte
nt
of
com
mu
nic
atio
nGeneral brand communication
Events, News
Sales communication
Product information
Upgrades
Sales
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POSSIBLE SOURCES FOR THE COLLECTION OF PROFILED DATAHOW DO TO GET RELEVANT DATA
email communication
login on hotspotsystem
brochuredownload
klicks on newsletter
result of inquiry
e-commerce/ webshop
bookinginformation
use of guestchipcard
requests on website
klicks on website
ProfiledData
callcenter
newslettersubscribe
requestsbooking-portal
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P R O F I L E S
STATICDYNAMIC
EXPLICITIMPLICIT
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ONGOING IDENTIFICATION AND REVIEW OF INTERESTSREVIEW (!) PROFILING
Ongoing, automatic update of the customer profile based on (possible) changing user behaviour in line with the Customer Lifecycle idea
High data quality across the entire customer base is available at all times
Example of the development cycle for one target person
AND NOW?
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COMMUNICATION STRATEGY
RELEVANT COMMUNICATIONCOMMUNICATION STRATEGY
Interests
Time
Activity
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EXAMPLES
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BENEFITS
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CHANNELSWHERE TO USE PROFILED DATA
ProfiledData
CALLCENTER
FRONT-OFFICE
NEWSLETTER-MARKETING
APP
PROCESS OPTIMATION
SOCIAL-MEDIA
BACK-OFFICE
B2B
B2C
CORRESPONDANCE
BUSINESS INTELLIGENCE
CORRELATION-ANALISYSSRATEGIC MARKET MARKETING REPORTS
Travel by Bus Biking Citytrips Gourmet Architecture …..
Travel by Car 0 6456 4393 7832 99
Hiking 3769 431 985 7643 188
Golf 51 1006 6754 9216 2132
Culture 4223 2634 6963 5433 5878
Museum 4321 4232 3510 7832 8864
…..
APPSTRATEGIC COMMUNICATION CHANNEL IN FUTURE….BUT….INDIVUALISED!
Nice that youthought of me.
Wilken GmbHHörvelsinger Weg 25-2989081 UlmTelefon +49 731 96 50-0Telefax +49 731 96 [email protected]
Wilken Neutrasoft GmbHHansaring 10648268 GrevenTelefon +49 2571 505-0Telefax +49 2571 505-101 [email protected]
Wilken Entire AGHörvelsinger Weg 3589081 UlmTelefon +49 731 974 95-0Telefax +49 731 974 95-700 [email protected]
Wilken Rechenzentrum GmbHHörvelsinger Weg 25-2989081 UlmTelefon +49 731 96 50-386Telefax +49 731 96 [email protected]
Wilken AGBlumenaustrasse 8CH-9320 Arbon TG Telefon +41 71 454 64 00Telefax +41 71 454 64 [email protected]
WilkenInformationsmanagement GmbHBalanstraße 5981541 MünchenTelefon +49 89 62 83 37 0Telefax +49 89 62 83 37 [email protected]
WILKENADRESSEN
WilkenProzessmanagement GmbHHörvelsinger Weg 29-3189081 Ulm Telefon +49 731 96 50-424Telefax +49 731 96 [email protected] Niederlassungenin Greven und Sierksdorf
Davide SavoldelliCEO Wilken AG, Switzerland