04/10/2010
Communicatie in het IP tijdperk Peter Severens 2010
no response response immediate response
marketing instruments general
immediate response
segmented
personal
pull tv spot
bill board
physical shop
inbound call center print ad
DtoD mail catalog
direct mail
push
telephone cold visit 2
no response response immediate response
marketing instruments general
immediate response
segmented
personal
Pull
web shop tv spot web showcase
bill board
physical shop
price comparison
APP’s
Games
search engine
service app inbound call center web service point
print ad
Ad banner
segmented banner
targeted banner
DtoD mail catalog direct tv spot direct mail
push
telephone immediate response
direct email sms cold visit
3
1
04/10/2010
BANNERS ZIJN DE TOEKOMST? 4
Helemaal niet ingewikkeld…
5
Targeted banners
6
2
04/10/2010
Banners targeted by web search behavior
superior to traditional DM • direct offer based on search event • customer can respond instantly
7
Trust the Source? Brand Websites: 70%
Search Engine Ads: 41%
Television: 61% Banners: 33% Consumer Opinions Posted Online: 70%
Recommendations from People I Know: 90%
Emails I signed up for: 54% 8
Editorial Content: 70%
Acxiom Confidential
SOCIAL MEDIA ZIJN DE TOEKOMST? 9
3
04/10/2010
Social media gaan marketing niet helpen maar ontmaskeren
10
no response response immediate response
marketing instruments general
immediate response
segmented
personal
pull
web shop tv spot web showcase
bill board price comparison
physical shop APP’s
Games
search engine
service app inbound call center web service point
print ad
ad banner
segmented banner
targeted banner
Within the line
DtoD mail catalog
direct tv spot direct mail
direct email
push
telephone
sms cold visit
11
The lines merge and grow in the middle
Above the line Within the line Below the line
12
4
04/10/2010
alles is al anders toen: • • •
een beperkte lijn naar klant meestal één kanaal meestal één richting (de kanalen zijn indirect, leiden niet direct naar producent of er is geen dialoog mogelijk)
nu: • • •
meerdere lijnen naar de klant alle consumenten gebruiken bijna alle kanalen twee richtingsverkeer (kanalen leiden rechtstreeks naar producent
en er is een
dialoog mogelijk)
•
Onderling verkeer tussen consumenten 13
Alles is mogelijk • Toen – – – –
Price Place Promotion Product
• Nu: – – – – – – – –
Comparing Finding (being found) Contact: (negotiating, consulting or sell ) Network: (discussing, recommending. peer grouping) Moment (in for X, waiting for Y, doing Z) Mood (graze, hunt, amuse, learn) Location (home, work, shopping center, shop) Segment
Waar staan we met zijn allen Bedrijven en organisaties moeten zich verstaanbaar maken in een kakofonie van merk/product uitingen en aanbiedingen. Daarbij wordt gebruik gemaakt van steeds meer kanalen, die direct klantcontact mogelijk moeten maken. Nieuwe kanalen komen, de oude kunnen niet overboord gezet worden. Alleen bedrijven met genoeg kapitaal kunnen dit overleven? 15
5
04/10/2010
WITHIN THE LINE IS DE TOEKOMST? 16
no response response immediate response
marketing instruments general
immediate response
segmented
personal
pull
web shop tv spot web showcase
bill board
physical shop
price comparison
APP’s
Games
service app
search engine
inbound call center web service point print ad
ad banner
segmented banner
targeted banner
Within the line
DtoD mail catalog
direct tv spot direct mail
push
telephone
direct email sms cold visit
17
within the line widgets, banners & apps - company platform extensions Extended platforms
Web platforms
widget
banner
social platform
content platform
Personel platforms
company web platform
search engine
price engine
app
widget
Smart mobile
Personal computer
Affiliate platforms
Affiliate platforms 18
6
04/10/2010
Within the line • • • •
Marketing smelt samen met de operatie What you see is what you get Klantcontact wordt onderdeel branding Klantcontact branding wordt geclaimd!
19
within the line widgets, banners & apps - company platform extensions Extended platforms
Web platforms
widget social platform
Personel platforms
app
widget
Smart mobile
Personal computer
banner
company web platform
content platform
search engine
price engine
Affiliate platforms
Affiliate platforms 20
DRAAG JE PROPOSITIE UIT IN JE DADEN 21
7
04/10/2010
proposition TNT express never say no
influence client on employees
(2 juni)
special deliverables
fieldforce outfit image service & network coverage
fieldforce knowlledge of client
client focus of all employees
tailored client solutions extra services fieldforce
warm relations
transparency invoice & price
pass thru info via fieldforce
client in control ease of use
communication with the client organise the miscellaneous
think for the client
22
Narrow TNT express proposition Security
• prefilled forms • pre-prepared package material • first call resolutions • fast & reliable handling of claims • one stop shopping
Client
Transparent invoice Price staffels
I
Security & insurance Financial services Certification
Effective account management
TNT outfit & image field force
brand
Honest & green
Transparent service
Global brand/ image
Be in control
C
• clean cars • polite & sociable drivers • TNT outfit drivers
financial hygiene client group centered info
Ease of use
Reciprocity
tqm
Global network
environment mng
field force ’ knowledge of the client help and tease the client contacts top management client focus of employees flexible IT platform consultancy pro-active thinking of employees worldwide consistent service full control of process network development Covering the complete logistic process logistic specialists common processes new network solutions Matching systems / sharing infrastructure empowered employees Warm relations
Transparent network
network
expertise
Regional network Service coverage
SLA’s Extra pickup & delivery services Client facing IT & Internet Pass thru information via field force
Consultancy Taking away client strains
outsourcing
product (service)
Service efficieny & reliability Extra services field force Organize the miscellaneous
• disaster management • reporting & handling strikes
• three country shipment • shipping agreements with partners from client 23
P
flex service
Proposition Terberg Leasing Totale klant
Directe klant
Indirecte klant
package
insourcing Management sturing Online en koppelen
Helpen inkopen Berijders informatie & contact
teasers Bundeling product attributen
Product
Helpen kiezen
Management informatie
Event management
Efficiente processen
Berijders Informatie onderweg Directe klant
Ease of use, one stop shopping
Co creatie
Samen bouwen
Flexibel combineren
Product soorten en attributen
Inkoop Inkoop optimaliseren optimaliseren
Product bouwen
8
04/10/2010
Within the line !! (e.a.) narrow local
service
25
Maak kennis met Bob
26
Acxiom Bob
27
9
04/10/2010
28
A
multi channel ecosystem Email Modelling “Sandpit”
Mobile Content Distribution Business rules
Web Personalisation
Data clean, merge & append
Online Media (Display)
£
Reporting / Analytics
… SCV
The “Closed loop”
29
rule the media Web bannering, social media, company platform
push
pull
Below the line mail e-mail telefoon sms
Above the line TV tijdschriften
dialoog management
klant events
klant gegevens
eventgroepen
klantgroepen 30
10
04/10/2010
Control the contact: event segmenten notoire klager chaotische klant
klacht
voorbeeld klant
zoeken naar produkt betalingsachterstand klant events
net verhuisd
buiten profiel gaan
nette armen
buiten profiel gaan
wanbetaler
..... 31
Adjust the propostion: klantsegmenten Time slots
basic structure
up selling
> 3 months 1 <> 3 maanden < 1 month Variations per clientgroup Proposition per client segment
familie reünien
Young families
adults
time slots discount upselling tone of voice
32
It is not easy! within the line: process management management
adressen bepalen criteria voor adressen
systemen
addres maintenance adressen onderwerpen aan criteria
event
content
bepalen campagne events
template visuals ontwerpen
basisuiting ontwerpen
bepalen premiums
evaluatie campagnes
events vertalen in kenmerken in de database
produkten visualiseren
segmentatie aangeven
premium uitwerken & visuals
aanpassen campagnes
kenmerken vertalen naar live data
produkt props maken (prijs etc)
gesegmenteerd e deel uitingen
opvolgen pramium bedenken
campagne uitsluitings criteria bepalen
premiums invoegen
opvolgings workfow inregelen
adressen aanpassen event onderhoud adressen beschikbaar stellenen
vullen kenmerken met live data
content base
campagne
premiums
conten bewaren campagne uitvoeren produkt prop (prijs etc)
luisteren naar events & zenden campagne luisteren naar events & zenden uiting
premiums uitvoeren
campagne verfijning
Response historie vullen met respons per campagne
premiums toekennen aan workflow premium gebruik controleren
33
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04/10/2010
It is not easy! within the line: architecture Firewall NAT
Internet
Revised: June 24, 2003 Version 3.2 Created by: mspitz Last Modified: mlaskin
Firewall
SLB F5
mailhub1-8 mailhub3-4 IronPort
http, https
ftp SLB F5
mail SLB F5
port 25 g1ftafweb1-2 FTAF1-6 apache/resin
ftp
IP Load balancers (F5) used to provide scalability & fault tolerance
g1cmweb1-2 cmuiweb1-2 apache/resin 3
10
ironlog1-2 IronPort logging
g1web1-4 Web1-8 IIS 18
g1evweb1-3 Resweb apache/resin 14
g1anapp1-3 AN App
g1imh1-3 W eb1-8 8
1 Firewall
Firewall
Firewall
cmuiapp1g1ftafapp1-2 3 11
Firewall
g1cmapp1-2 cmuiapp1-3 4
g1evapp1-3 cmuiapp1-3 15
Firewall
Firewall
g1anagent1-2 AN CL 2 staging IIS
s in
(b
JFEB
url ap
)
EB JF
12
re
g1ftaffac1-2 FTAF F1-4 factory
C
g1test1-2 cmstest factory tester1-3
g1lpdb1
facadmin1-2 facadmin1servlets 2
g1flm1-2 faclm1-2 FLM
JFEB
DF
g1facxxx factory factory factory 13 factory
dctmweb1-2 Documentum CM5 Templates
g1tlm1-2 faclm1-2 TLM
g1ilm1-2 faclm1-2 ILM 6
7
dctmapp1-2 Documentum
clientdb1
clientdb2
5
Netapp1 internal interface
App DB Client1
Client3
Client2
Client4
Connect DB
g1import1-4 Importx Importer
AGGDSS DB Server miner1-2 miner1-5
9 Notes: RED = Database Connections
docudb
admin1-2 admin1-2
BLUE = NFS/CIFS Connections GREEN = LDAP Connections Purple = HTTP Connections
34
Arrows source at the requesting server
Dialoog Platform Management basis platform
Ontwikkeling in de tijd
creatieve variatie
basis structuur
t
Inhoudelijke invulling
35
dank voor uw aandacht!
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