REAL-TIME MARKETING.. ONSITE
byside.com/rui
+
Work
Arquimedes Corp.
antsmedia
Sidra Multimédia
WeDo Consulting
Univ. Minho
TecMinho
Portugal Fashion
Unicer
F.C. Porto...
1 MYTHS OR FACTS?
DIGITAL MARKETING STRATEGY
REAL-TIME MARKETING
..ONSITE
EXAMPLES
TRENDS & CHALLENGES FOR 2015
FOOD FOR T...
DIGITAL AD SPEND
4
“UK set to be first country in which more than
half of ad spend goes digital
More than 50% of £15.7bn advertiser spend wil...
80:1
relationship
80$ spend on marketing
for people to visit their website
1$ spend on
converting them
DIGITAL AD SPEND VS...
THE LEAD ACTIVATION COMPANY
Data,
data, and
more data!
THE LEAD ACTIVATION COMPANY
Too much
data is…
bad data!!!
Start
measuring
people,
not pages!
BIG DATA VS ACTIONABLE DATA
2 MYTHS OR FACTS?
DIGITAL MARKETING STRATEGY
REAL-TIME MARKETING
..ONSITE
EXAMPLES
TRENDS & CHALLENGES FOR 2015
FOOD FOR T...
1 - Campaign
(search, display,

social media,

affiliation, etc.)
4 - Analyses
(some time later,

results are

analyzed)
2...
At the end, everything

you need to know is:
- how much did it cost?
- how many visitors were generated?
- How much did yo...
3 MYTHS OR FACTS?
DIGITAL MARKETING STRATEGY
REAL-TIME MARKETING
..ONSITE
EXAMPLES
TRENDS & CHALLENGES FOR 2015
FOOD FOR T...
Results:
- increased Twitter following by 8,000
- Facebook: > 19,000 likes
- Instagram followers: 2000 to 36,000
+ 16,000 ...
15
16
17
18
19
4 MYTHS OR FACTS?
DIGITAL MARKETING STRATEGY
REAL-TIME MARKETING
..ONSITE
EXAMPLES
TRENDS & CHALLENGES FOR 2015
FOOD FOR T...
WEB ANALYTICS
Post Visit analysis
When insights are generated
the target users are not in
the website anymore!

They are gone!
And your ...
Banner/Content
Banner/Content
Content
Banner/Content
Banner/Content
Content
Banner/Content
Banner/Content
Content
Create a...
Ability to analyze deep and detailed
visitor behavior in real time, while
the user is on the online channel
Real time visi...
Be proactive and personalise the
visitor journey based on real time
information (know now)
Real time visitor
personalizati...
click2call video2call click2chat surveys
voice surveys e-mail voice broadcast call tracker
Promote multichannel contact

(...
5 MYTHS OR FACTS?
DIGITAL MARKETING STRATEGY
REAL-TIME MARKETING
..ONSITE
EXAMPLES
TRENDS & CHALLENGES FOR 2015
FOOD FOR T...
shoedazzle.com
“After interviewing 21.000
customers, IBM found 90%
were willing to spend up to 20
minutes uploading prefer...
Click here
Main functionalities:
- Know real visitor intentions;
- Know visitor actual service;
- Know the current competi...
BIG DATA IS DEAD!! ACTIONABLE DATA IS THE NEW BUZZWORD!!
Click here
30
6 MYTHS OR FACTS?
DIGITAL MARKETING STRATEGY
REAL-TIME MARKETING
..ONSITE
EXAMPLES
TRENDS & CHALLENGES FOR 2015
FOOD FOR T...
Trends & challenges for 2015:
- Personalization & segmentation onsite
- Actionable data
- Customer Context (Contextual mar...
Click here
CONTEXT
#5 Now… is now!
“In 2015, 39% of e-commerce
sites will still not allow
purchases through smartphones”
source: kanlli.com
M...
DIGITAL-FIRST (INCLUDING COMPANIES)
Click here
"OMNI-CHANNEL IS
MULTI-CHANNEL
DONE RIGHT!”
John Bowden, Senior VP of
Customer Care at Time Warner
Cable
OMNI-CHANNEL
36
E-COMMERCE PRICING STRATEGY: IS NOT JUST ABOUT THE PRICE!
✔
Convenience
✔
Detailed product
information
✔
No standing in
Qu...
7 MYTHS OR FACTS?
DIGITAL MARKETING STRATEGY
REAL-TIME MARKETING
..ONSITE
EXAMPLES
TRENDS & CHALLENGES FOR 2015
FOOD FOR T...
Cases:
- zappos.com
- warbyparker.com
Sites:
- iab.net
- econsultancy.com
- emarketer.com
- fastcompany.com
- hbr.org (Har...
byside.com/rui
THANKS!
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Real-time marketing Onsite - Industry Sessions by EDIT. / Digital Marketing Strategy & E-commerce

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O Real-Time Marketing numa perspectiva Onsite, de que forma devemos e podemos agir no exacto momento da visita, enquanto o visitante está no site.
Qual o objectivo da estratégia digital? Qual a importância do site nessa estratégia?

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Real-time marketing Onsite - Industry Sessions by EDIT. / Digital Marketing Strategy & E-commerce

  1. 1. REAL-TIME MARKETING.. ONSITE byside.com/rui
  2. 2. + Work Arquimedes Corp. antsmedia Sidra Multimédia WeDo Consulting Univ. Minho TecMinho Portugal Fashion Unicer F.C. Porto Delta Cafés HardClub exit.pt Público ISLA Schools Clients Schlumberger Romeningh BySide Teatro Nacional São João Barclays Bank Xutos & Pontapés BPI EDP La Redoute Parfois Worten NSeguros OK! teleseguros MEO NOS Museu Nacional Arqueologia 1998.. 2011.. ..2011 2011.. 1997.. ..2012 2
  3. 3. 1 MYTHS OR FACTS? DIGITAL MARKETING STRATEGY REAL-TIME MARKETING ..ONSITE EXAMPLES TRENDS & CHALLENGES FOR 2015 FOOD FOR THOUGHT INDEX
  4. 4. DIGITAL AD SPEND 4
  5. 5. “UK set to be first country in which more than half of ad spend goes digital More than 50% of £15.7bn advertiser spend will go on digital and online media in 2015 beating print, cinema, buses, billboards, TV and radio combined.” in theguardian.com DIGITAL AD SPEND 5
  6. 6. 80:1 relationship 80$ spend on marketing for people to visit their website 1$ spend on converting them DIGITAL AD SPEND VS SITE OPTIMIZATION 6
  7. 7. THE LEAD ACTIVATION COMPANY Data, data, and more data!
  8. 8. THE LEAD ACTIVATION COMPANY Too much data is… bad data!!!
  9. 9. Start measuring people, not pages! BIG DATA VS ACTIONABLE DATA
  10. 10. 2 MYTHS OR FACTS? DIGITAL MARKETING STRATEGY REAL-TIME MARKETING ..ONSITE EXAMPLES TRENDS & CHALLENGES FOR 2015 FOOD FOR THOUGHT INDEX
  11. 11. 1 - Campaign (search, display,
 social media,
 affiliation, etc.) 4 - Analyses (some time later,
 results are
 analyzed) 2 - Visitor (campaign
 is clicked) 3 - Conversion (site is expected
 to passively manage conversions) insights DIGITAL MARKETING STRATEGY 11
  12. 12. At the end, everything
 you need to know is: - how much did it cost? - how many visitors were generated? - How much did you sell? Then you get your ROI. Simple! DIGITAL MARKETING STRATEGY 12
  13. 13. 3 MYTHS OR FACTS? DIGITAL MARKETING STRATEGY REAL-TIME MARKETING ..ONSITE EXAMPLES TRENDS & CHALLENGES FOR 2015 FOOD FOR THOUGHT INDEX
  14. 14. Results: - increased Twitter following by 8,000 - Facebook: > 19,000 likes - Instagram followers: 2000 to 36,000 + 16,000 pictures submitted 14
  15. 15. 15
  16. 16. 16
  17. 17. 17
  18. 18. 18
  19. 19. 19
  20. 20. 4 MYTHS OR FACTS? DIGITAL MARKETING STRATEGY REAL-TIME MARKETING ..ONSITE EXAMPLES TRENDS & CHALLENGES FOR 2015 FOOD FOR THOUGHT INDEX
  21. 21. WEB ANALYTICS
  22. 22. Post Visit analysis When insights are generated the target users are not in the website anymore!
 They are gone! And your ability to get their attention… is lost!!! Maybe next time... Solution: We need… real-time marketing!
  23. 23. Banner/Content Banner/Content Content Banner/Content Banner/Content Content Banner/Content Banner/Content Content Create a more relevant experience for each person that visits the site CHALLENGE 23
  24. 24. Ability to analyze deep and detailed visitor behavior in real time, while the user is on the online channel Real time visitor information visit origin behavior profile frequency profile lead scoring REAL-TIME MARKETING.. ONSITE KNOW NOW 24
  25. 25. Be proactive and personalise the visitor journey based on real time information (know now) Real time visitor personalization personalization active campaigns automation A/B testing ACT NOW REAL-TIME MARKETING.. ONSITE 25
  26. 26. click2call video2call click2chat surveys voice surveys e-mail voice broadcast call tracker Promote multichannel contact
 (voice, text, video) Multichannel contact (or connecting online and offline channels) REACH NOW REAL-TIME MARKETING.. ONSITE 26
  27. 27. 5 MYTHS OR FACTS? DIGITAL MARKETING STRATEGY REAL-TIME MARKETING ..ONSITE EXAMPLES TRENDS & CHALLENGES FOR 2015 FOOD FOR THOUGHT INDEX
  28. 28. shoedazzle.com “After interviewing 21.000 customers, IBM found 90% were willing to spend up to 20 minutes uploading preferences in a mobile app so the company could personalise the experience for them” PERSONALIZATION
  29. 29. Click here Main functionalities: - Know real visitor intentions; - Know visitor actual service; - Know the current competitor; - Know best offer for the visitor; - KPI’s on which packages are more interesting; - Automatic call segmentation; - Automatic profiling. ACTIONABLE DATA 29
  30. 30. BIG DATA IS DEAD!! ACTIONABLE DATA IS THE NEW BUZZWORD!! Click here 30
  31. 31. 6 MYTHS OR FACTS? DIGITAL MARKETING STRATEGY REAL-TIME MARKETING ..ONSITE EXAMPLES TRENDS & CHALLENGES FOR 2015 FOOD FOR THOUGHT INDEX
  32. 32. Trends & challenges for 2015: - Personalization & segmentation onsite - Actionable data - Customer Context (Contextual marketing) - Mobile email - Digital-first (including companies) - Omnichannel - Showrooming + Reverse Showrooming - Click & Collect + Showroom & Deliver - E-commerce Pricing Strategy: is not just about the price! ✔ ✔ 32
  33. 33. Click here CONTEXT
  34. 34. #5 Now… is now! “In 2015, 39% of e-commerce sites will still not allow purchases through smartphones” source: kanlli.com MOBILE EMAIL
  35. 35. DIGITAL-FIRST (INCLUDING COMPANIES) Click here
  36. 36. "OMNI-CHANNEL IS MULTI-CHANNEL DONE RIGHT!” John Bowden, Senior VP of Customer Care at Time Warner Cable OMNI-CHANNEL 36
  37. 37. E-COMMERCE PRICING STRATEGY: IS NOT JUST ABOUT THE PRICE! ✔ Convenience ✔ Detailed product information ✔ No standing in Queues ✔ No need to travel ✔ Shop anytime, anywhere
  38. 38. 7 MYTHS OR FACTS? DIGITAL MARKETING STRATEGY REAL-TIME MARKETING ..ONSITE EXAMPLES TRENDS & CHALLENGES FOR 2015 FOOD FOR THOUGHT INDEX
  39. 39. Cases: - zappos.com - warbyparker.com Sites: - iab.net - econsultancy.com - emarketer.com - fastcompany.com - hbr.org (Harvard Business Review) - internetretailing.net - thinkwithgoogle.com - businessoffashion.com Authors: - Simon Sinek - Seth Godin - Gary Vaynerchuk - Avinash Kaushik“Digital-Physical Mashups” in Harvard Business Review
  40. 40. byside.com/rui THANKS!

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