1er avril 2016

PERSONNALISEZ LEXPRIENCE DIGITALE !

Marc Brassier LIFERAY / Audrey Dumas - RUBEDO

CAPTER LATTENTION

1Tendance 2016 -

Retargeting

Le retargeting consiste afficher des messages publicitaires (bannires, emails) un internaute sur des sites tiers, suite la navigation de celui-ci sur un site internet donn.

Un taux de conversion de 2% 5% (Crito) Renvoie un trafic de trs bonne qualit

CAPTER LATTENTION

De la pub lexprience client

CAPTER LATTENTION

Tendance 2016

Proposer de nouveaux services

et formats pour attirer

2 Calculettes, livres blanc et livres blanc interactifs livres dont vous tes le hros, training, quizz, infographie interactive, pour gnrer un engagement

PROPOSER DE NOUVEAUX SERVICES & FORMAT POUR ATTIRER

#Gifographie

#e-learning gratuit

CAPTER LATTENTION

Tendance 2016

Content Marketing

3Contenu produit centric vs Contenu user centric

EXPRIENCE UTILISATEUR

Tendance 2016

Optimiser lexprience mobile

486% des Franais sont des

internautes

79% des mobinautes utilisent leur

smartphone pour lire un e-mail

62% 74% 33%

Usage en France

EXPRIENCE UTILISATEUR

21 avril 2015 label site mobile Exprience mobile

Google AMP project (Accelerated Mobile Pages)

Format AMP = page 10x moins lourdes, temps de chargement x4

EXPRIENCE UTILISATEUR

Tendance 2016

Personnaliser lexprience

digitale

5 The year 2016 takes consumer empowerment to the next level. According to research by Gartner, 89% of businesses will compete mainly on consumer experience by 2020. And the companies that will outperform in this segment, are the ones who know their customers well and build long-term loyalty. Gartner

ARE YOU DIGI-BLA-BLA ?

97% of customers says that online experience influence their purchase

Personal experience : for some of them a new Digital strategy is a new website eventually responsive design using a WCM product (leads to a fightbetween IT and Marketers)

1 to 3 simples objectives

88% of Enterprise saythat they are engaged in a Digital Transformation but only 28% knows how to define it...

SOME FACTS : ACQUISITIONAND 63% says they would spend more money with companies that personalized promotionaloffers (Average : 19% of upsell)

Results : For a 1 000 000 revenues company, if you

have a good digital strategy without effort and staying in

you sofa you will gain 1 190 000

SOME FACTS : CUSTOMER SERVICES

86% of global consumers switched service providers due to poorcustomer service experiences > My experience at CMB

WEBSITE MATURITY

Source : Matthias Moreau

KODAK OR BLACKBERRY EFFECT

Pure Player now compete with historical firms ? Really ?

HelloBank by BNP

Soon by Axa Bank

Amaguiz by Groupama

Boursorama by Societe Generale

Some of them even dont know

http://www.kayak.fr

https://www.google.fr/flights/

BEFORE

Previously on a WCM product only 0% responsive and just a few online services : GrdF website

AFTER : CUSTOMER ENGAGEMENT WITH 11 000 000 OF USERS

AUDIENCE TARGETING

BAD EXAMPLE : MY OPINION

WHY ?

Advantages ? NOT REALLY

Content targeted ? NOT REALLY

User experience interface ? YES

Customer Acquisition tools ? NO

Voir Article Novembre 2015 : Big Data - Voyages-sncf.com se transforme grce aux donnes

No real competitors ?

SNCF NEWSLETTER VS

AIR FRANCE NOTIFICATION

GOOD EXAMPLE

WHY ?

Avantages ? YES

Content targeted ? YES

User experience interface ? YES

Customer acquisition tool ? YES

BEST OF BREED : OUR CUSTOMERS

Solution offering both Portal and WCM features provide the best of breed

STRATGIE DE PERSONNALISATION

Golocalisation, Contextualisation et Personnalisation

EXPRIENCE UTILISATEUR

Tendance 2016

Marketing automation

6 The goal is to provide customers with the ability to build, track, and manage digital campains, and monitor the flow of leads as they move from marketing to sales.

BUILD, TRACK AND MANAGE DIGITAL CAMPAINS

1. Dfinition des objectifs

2. Analyse et scoring des comportements

3. Actions marketing cibles

4. Analyse ROI

Search : 10%

Marketing Automation