personnalisez l'expérience utilisateur - agoracms

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  • 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