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?

1. REAL-TIME MARKETING.. ONSITE
byside.com/rui

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. 1 MYTHS OR FACTS?
DIGITAL MARKETING STRATEGY
REAL-TIME MARKETING
..ONSITE
EXAMPLES
TRENDS & CHALLENGES FOR 2015
FOOD FOR THOUGHT
INDEX

4. DIGITAL AD SPEND
4

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. 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. THE LEAD ACTIVATION COMPANY
Data,
data, and
more data!

8. THE LEAD ACTIVATION COMPANY
Too much
data is…
bad data!!!

9. Start
measuring
people,
not pages!
BIG DATA VS ACTIONABLE DATA

10. 2 MYTHS OR FACTS?
DIGITAL MARKETING STRATEGY
REAL-TIME MARKETING
..ONSITE
EXAMPLES
TRENDS & CHALLENGES FOR 2015
FOOD FOR THOUGHT
INDEX

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. 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. 3 MYTHS OR FACTS?
DIGITAL MARKETING STRATEGY
REAL-TIME MARKETING
..ONSITE
EXAMPLES
TRENDS & CHALLENGES FOR 2015
FOOD FOR THOUGHT
INDEX

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

16. 16

17. 17

18. 18

19. 19

20. 4 MYTHS OR FACTS?
DIGITAL MARKETING STRATEGY
REAL-TIME MARKETING
..ONSITE
EXAMPLES
TRENDS & CHALLENGES FOR 2015
FOOD FOR THOUGHT
INDEX

21. WEB ANALYTICS

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. 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. 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. 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. 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. 5 MYTHS OR FACTS?
DIGITAL MARKETING STRATEGY
REAL-TIME MARKETING
..ONSITE
EXAMPLES
TRENDS & CHALLENGES FOR 2015
FOOD FOR THOUGHT
INDEX

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. 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. BIG DATA IS DEAD!! ACTIONABLE DATA IS THE NEW BUZZWORD!!
Click here
30

31. 6 MYTHS OR FACTS?
DIGITAL MARKETING STRATEGY
REAL-TIME MARKETING
..ONSITE
EXAMPLES
TRENDS & CHALLENGES FOR 2015
FOOD FOR THOUGHT
INDEX

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. Click here
CONTEXT

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. DIGITAL-FIRST (INCLUDING COMPANIES)
Click here

36. "OMNI-CHANNEL IS
MULTI-CHANNEL
DONE RIGHT!”
John Bowden, Senior VP of
Customer Care at Time Warner
Cable
OMNI-CHANNEL
36

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. 7 MYTHS OR FACTS?
DIGITAL MARKETING STRATEGY
REAL-TIME MARKETING
..ONSITE
EXAMPLES
TRENDS & CHALLENGES FOR 2015
FOOD FOR THOUGHT
INDEX

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. byside.com/rui
THANKS!