digital transformation from a marketing point of view
TRANSCRIPT
DIGITAL TRANSFORMATION FROM A
MARKETING POINT OF VIEW
Sébastien FRANCOIS - @Universem
29th April 2016
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Universem Team18 digital talents – Analytics & AdWords certified partner
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Digital Marketing Solutions
Web analytics
Digital strategy
SEA & Online advertising
SEO & Content marketing
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Our ReferencesSome of the companies which trust Universem
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“76% of marketers think marketing has changed
more in the past two years than in the past 50.”Source: Adobe Digital Distress
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By 2017, Gartner, estimates that the largest
portion of a company's IT spend will be
controlled by the CMO instead of the CIO
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Only 37% feel highly proficient in digital marketingSource: Adobe Digital Distress
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Address the right message to the right person at
the right time!
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WHAT’S
NEW ?
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Customer-centric approach
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Search Advertising according to the context
02:00
Highway
Phone
Car assistance
Broken down on the road ?Touring: the fastest solution24/7 in 30 minutes at your place!Touring.be/roadside_assistance
070 / 344 777
11:14
Home
Laptop
Car assistance
Touring AssistanceSpecial promotion at the moment!Subscribe for only 5€/month !Touring.be/roadside_assistance
Winter, -2°
Liège
Phone
Car assistance
Troubleshooting in LiegeBattery failure or accident ?Touring is there in 30 minutesTouring.be/roadside_assistance
070 / 344 777
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Customer journey simplicity is over!
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TV Ad
Search
Remarketing
Click
Newsletter SignupDisplay
Impression
Last interaction
Assist interactions
Microconversion
Go in shop Macrconversion
Buy product
Loyal
Customers
Many steps like
email scenarii,
remarketing, app
install …
Repeat
business
From visitor to loyal customer
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A multi-device world
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Huge amount of data in silos
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ROI of the campaigns: not a sinecure
Source: The Fournaise Marketing Group, 2014
80% OF MARKETERS
STRUGGLE TO PROPERLY
DEMONSTRATE THE
EFFECTIVENESS OF THEIR
MARKETING CAMPAIGNS!
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Digital Transformation regarding Marketing
1. Understand consumers
2. Gather & exploit data
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Identify a significant proportion of consumers
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Example to identify your users: Carrefour connect
• Direct link with the Bonus card
• Distinct behaviours
• Auto log-on
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http://www.example.com?id=sebastien-francois-12385
From Session-based analytics …
Search on
MobileFirst
purchase
Second
purchase
… to Customer analytics
Search on
MobileFirst
purchase
Second
purchase
Unique user
User id “47834567”
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GATHER &
EXPLOIT
DATA
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•
« HALF MY ADVERTISING IS WASTED.
I JUST DON’T KNOW WHICH
HALF! »
John Wanamaker (1838 – 1922)
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How do you manage this complexity?
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DMP: a great data hub to take concrete actions
DMP
CRM
Bonus Card
Mobile apps
E-Commerce website
Websites
Website RT customization
Offline customizedpromotions
CRM Emailing Customer
segmentationRTB
partners
Doubleclick
Dynamicremarketing
(Criteo,…)
Google Analytics
In-appmessages/notifications tools
(promotions)
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People who ...People who are
thinking they need ..
People who are
thinking they need and
are looking to buy
SEE THINK DO
A W A R E N E S S P U R C H A S EC O N S I D E R A T I O N
E V A L U A T I O N
CARE
A D VO C A C Y &
L O Y A L T Y
Returning visitors
Customer journey : In which state of mind is your audience?
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SEE THINK DO
A W A R E N E S S P U R C H A S EC O N S I D E R A T I O N
E V A L U A T I O N
CARE
CONVERSIONS
volume
volumevolume volume
Data-driven Marketing
A D VO C A C Y &
L O Y A L T Y
Customer journey : In which state of mind is your audience?
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SEE THINK DO
A W A R E N E S S P U R C H A S EC O N S I D E R A T I O N
E V A L U A T I O N
CARE
GENERIC SEO & Content Marketing
S O C I A L ADS
D I S P L A Y
OFFLINE Push (TV, Radio, etc.)
YouTube
Remarketing
PERFORMANCE SEA
YouTube Rmkg
A D VO C A C Y &
L O Y A L T Y
Customer journey : In which state of mind is your audience?
Emailing
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Customer journey : In which state of mind is your audience?
Impressions, %
new visits,
bounce rate,
time spent,
pageviews …
Visibility
Pages per session,
newsletter, Interest for
categories, Social
Network …
Micro conversions
Successive
purschases,
average basket
value, etc.
Loyalty
SEE THINK DO
A W A R E N E S S P U R C H A S EC O N S I D E R A T I O N
E V A L U A T I O N
CARE
A D VO C A C Y &
L O Y A L T Y
New customer,
first order
Macro conversions
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Going further
1. Understand consumers & adapt your communication
2. Seamless experience on touchpoints on- & offline
3. Think Big, Start Small
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Universem - Wallonie
Parc Créalys
Rue Camille Hubert, 13
5032 Gembloux (Belgique)
Tel: +32 (0)81 713 430
Universem - Bruxelles
BRUSSELS
Avenue Herrmann Debroux 40
1160 Bruxelles
Tel: +32 (0)2 318 23 90
Thank you !
Sébastien François
Partner & Operations Director
+32 (0) 81 713 430