2. WELCOME
to the avant-première!

3. WHY?
WHAT?
HOW?

4. WHY?

5. Optimize your
RESULTS
In a
CHANGING market environment

6. Optimize your
RESULTS
THE CHALLENGE:
REAL TIME
INTERACTIVE
MARKETING
THE ROOTS:
‘STATIC’ DIRECT MARKETING

7. In a
CHANGING
market environment

8. CONNECTED SKEPTICAL
INTELLIGENT SWITCHER
DEMANDING AHEAD OF
THE CURVE
EMPOWERED
VENGEFUL
ALWAYS
ACCESSIBLE

9. INSTANT
GRATIFICATION GENERATION
REACTIONS
RESULTS

10. SPEED
IS ESSENCE

11. ALLIANCES
ARE CRUCIAL
FOR BUSINESS SUCCESS

12. The old communication model
was a MONOLOGUE

14. The new communication model
is a DIALOGUE

15. Direct DIRECT
Response
MASS Advertising Post
Radio Telephone
Billboard GSM (SMS)
IDTV E-mail
TV
Press Catalogue
Behavioral
Magazines Targeting
IDTV
(longterm) E-mail Direct
Conversation +
Banner
Telemarketing Interactive
Changing Marketing
E-commerce
Billboards
MEDIA REALTIME
Communities
Chat
ARE CHANGING … Web

16. MARKETING
IS ADAPTING …
Direct Marketing Real time Marketing Mass Marketing
Response Result Pull
Push Conversation / Dialogue Off-Time (fixed info)
Off-Time / Real time Real time (dynamic) On air (Broadcast)
Offline Online Audience Targeting
Direct Targeting Direct Targeting Micro Targeting /
Online Profiling Contextual - Uniform
Direct - Personalised Direct - Behavioral – Audience
Physical address Personalised Contextual
Virtual address, Computer / TV
Mobile address address

17. MARKETEERS
NEED ADAPTING …
Direct Marketing Real time Marketing Mass Marketing
+/- IT related Full IT Related Not IT Related
Direct Mktg Manager Communication/ Communication/
Advertising Manager Advertising Manager

18. How to start a dialogue
in an INTERACTIVE WORLD ?

20. WHAT?

21. THE ROOTS
Marketing =
• create, establish and maintain a relevant and
entertaining dialogue between consumer & advertiser
• in order to stimulate profitable sales on the short
and long term
• and create satisfaction (or even delight!)
for the consumer

22. MISSION
facilitates the interactive
marketing strategy of
advertisers
by offering a ‘modulized’
but fully integrated
interactive campaign
solution

23. HOW?

24. KEY PROPOSITIONS
PERFORMANCE
It’s all about ROI
It’s all about RELATIONSHIPS
CONVENIENCE

25. Optimizing response
THE ROOTS

26. DARWIN AT WORK
SEM bannering
Target group:
profile optimization
Email campaign
CLASSIC METRICS
Campaign metrics Email ergonomics
Evaluation grid
Website metrics Multivariate testing
Email
Landingpage
Leads / scores / Score improvement
Website
conversion through WDM data
Score
Pop-in optimization
Lead identification
via pop-in

27. ptimizing response
mail selectivity
ESPONSE is influenced by
Importance
. TARGET GROUP 60%
COPY & FORM 20%
Text, creation, personalisation,...
OFFER & TIMING 20%
Product, price, promotion, moment,...
ETTER ROI THROUGH (REAL TIME)

28. ptimizing response
mail evaluation
OFFER/CREATION
Does the offer match the objective?
Is the call to action seen and understood by the surfer?
FOOD FOR THOUGHT...

29. ptimizing response
mail testing
OFFER/CREATION
Which offer works best?
(i.e. generates the best CTR/conversion rates?)
Which visual works the best?
FROM ‘CLASSIC’ TESTING TO
REAL TIME MULTIVARIATE TESTING

30. rom media to the web...
AND BACK AGAIN
Tracking, scoring,
dentifying leads &
setting up dialogues

31. ENTIFIED VISITORS
SSIBLE EVENTS:
Accept offer
High Score > Mail Campaign
Change content based on
advertiser /
CONSU-matrix data

32. ONYMOUS VISITORS
SSIBLE EVENTS:
Buys
High Score > Lead ‘Pop-in’
Use advertiser DB or
CONSU-matrix data
to optimize lead
qualification

33. ACKING THE DIALOGUE
ONYMOUS VISITORS IDENTIFIED VISITORS
Segmentation
Campaign Web Leads Change
Reports Analytics Reports Content

34. et-affairs ‘Control Room’

41. Alliances?!

42. here’s more to net-affairs than meets the

43. here’s more to net-affairs than meets the
Data Intelligence Profiling
Multi channel/double touch
Contact points Permesso.be
Individual
CONSU-matrix
Identification
Householding

44. WHEN?

45. LAUNCH!
June 2009

46. WDM Belgium booth
Demo
Information request in
your personal Agenda
Your contact(s)
US…