emerce performance 2016 - coen wiers (rabobank)
TRANSCRIPT
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Always-on strategie
Coen Wiers – 17 november 2016
Hypotheek binnen een week
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De Rabobank keukentafel
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… verandert continu
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Weer een nieuwe aanbiederhypotheken op de markt
Grootbanken verliezen terrein op
Nederlandse hypotheekmarkt
Minder mensen sluiten hypotheken af bij grote banken
NVM: Woningmarkt ontploft,
record aantal huizen verkocht
Huizenprijzen stijgen insnelste tempo in acht jaar
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2013 2014 2015 20160%
5%
10%
15%
20%
25%
Hypotheken marktaandeel in %
Rabobank ABN AMRO Nationale Nederlanden MUNT Hypotheken SNS Bank ING Bron: Kadaster
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“Hypotheek binnen een week”
+36%
Getekende offertes
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Customer journey centraal
Bewustwording Oriëntatie Koop Service
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Imago hypotheken +4% - Beste partij voor starters +7%
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Social:
Doelgroep content
+42% engagement t.o.v. benchmark – kanaal journey
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-25%
Kortere
doorlooptijd van
het hypotheek
proces
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Online video:In-market vs engaged
VTR 125% hoger bij engaged targeting
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Display:Lagere frequentie, hogere impact
Umfelt targeting CTR +340% - 3rd party data
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Display retargeting:Audience based retargeting
Dynamic creatives - Doelgroepen
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Search:
Van inzicht naar actie
Aanvragen +220% YoY - CPA -35% - RLSA CPA -65%
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Search & Display:
De lokale journey ondersteunen
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Bedankt!Samenwerking basis voor succes
Sr. Online Marketing ConsultantJeroen Hoogeveen
Productmanager Digital StrategyPaul Volbeda
Sr. Online Marketing ConsultantRianne Hooiveld
Online Marketing Consultant
Fleur CormanProject manager
Wouter KlootwijkSocial advertising specialist
Rose de BruijnProducer
Bas HeijnisCreative
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Key take-aways• Goede bureau relatie essentieel voor succes• Actionable sturing op basis van backoffice
data• Interactie gestuurde doelgroepen boven
socio-demografisch• Creative / content afstemmen op doelgroep en
journey