How B2C Marketing Automation technologies foster customer engagement
WIFI digitbench19
digitbench19
5:15 PM - 5:55 PM
Conference
How B2C Marketing Automation Technologies foster Customer engagement? EMMANUELLE MULLER
LIONEL LUGAT
Manager
Manager Marketing Digital
Velvet Consulting
Velvet Consulting
JEAN-LOUP WIROTIUS CMO MisterTemp
JEAN-LOUIS DEVILLE CRM program Manager Crédit Agricole
WIFI digitbench19
SAMUEL KEDZIA CRM Manager Arte
#digitbench1 9
CUSTOMER EXPECTATIONS HYPER-PERSONNALISATION
60%
Customers want more and more to feel
Of consumers use their mobile when
unique and special : Artificial Intelligence
they are in a store.
becomes a major asset in this personalization.
IMMEDIACY
.
86%
Interacting with our mobile device at any
Of the customers would like to receive
moment has fundamentally changed our
promotional offers on their mobile when
approach to time.
they are in a store. .
.
CONSISTENCY
79%
Messages and offers proposed have to be
Of the most successful companies have
consistent accross all the points of contact
used marketing automation for at least
to offer a fluid and seamless customer
three years.
experience.
.
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CUSTOMER-CENTRIC AREA Customer-centric oriented solutions ecosystem
Marketing automation solutions can no longer be activated alone but need to be interfaced with the customer-centric ecosystem, offer (PIM) and content (DAM) repositories included : ďƒ Design and orchestrate a seamless, end-toend, omnichannel customer experience ďƒ Amplifying the customer commitment, accelerating sales by making a personalised and relevant contact in life moments, contextualised to the CRM contact channels.
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BENCHMARK METHODOLOGY Which publishers ? Actito, Adobe, Cheetah Digital, MappCloud, NP6, Oracle, Salesforce, SAS, Selligent, Smartfocus, Splio and Unica Cabestan and Pega
Which functionalities ? AUTOMATION OF CRM CONTACT STRATEGIESINTEGRATION WITH A CUSTOMER-CENTRIC ECOSYSTEM • Automation and personalisation of campaign scenarios • Data processing and targeting capacity
• The management of channels, CRM, web, social networks, mobile, etc. • Interconnection to the Customer IS
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MARKET REPRESENTATION Two major families Multi-channel activation platforms Plug-and-play, agile, effective and quick to set up platforms
Market ing hub
Marketing hubs Modular platforms whose technological opening offers a large capacity for integration
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DIFFERENTIATING FUNCTIONALITIES CAMPAIGNS /
TARGETING /
CHANNELS / PERSO
INTERCONNECTION
• Innovative channels • Creating and sharing personalised reports • Optimising campaigns with AI
UI / ADMIN
• Creating complex data models
• Administration and managing rights
• Managing several repositories
• User interface ergonomics • Validation workflows
• Offering ready-to-use connectors
Learn more about this benchmark in the EBG 2019 Yearbook… WIFI digitbench19
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ROUND-TABLE PRESENTATION
Jean-Louis DEVILLE
Samuel KEDZIA
Jean-Loup WIROTIUS
CRM Project Manager
CRM Manager
Head of Marketing and Communication
Arte
Alphyr – MisterTemp’
Crédit Agricole SA
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ROUND-TABLE Question 1
What made you decide to select this Marketing Automation solution?
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Creation of an engaging CRM within the European TV market WHY ACTITO?
USEABILITY / UX OF THE TOOL SIMPLE MARKETING AUTOMATION CONNECTION TO DATA BASE(S)
LOWER COSTS
NO THIRD PARTY INVOLVED
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digitbench19
ROUND-TABLE Question 2
How do you use this solution currently?
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digitbench19
Creation of an engaging CRM within the European TV market WHY ACTITO?
USEABILITY / UX OF THE TOOL
CURRENT STATE
STRATEGY
MKT
IT
CONTENT
EDIT
PR
SIMPLE MARKETING AUTOMATION CONNECTION TO DATA BASE(S)
CAMPAIGNS
NEWSLETTER with personalization of content
LOWER COSTS AUTOMATED SCENARIOS
NO THIRD PARTY INVOLVED
USER ENGAGEMENT TRANSACTIONAL
WIFI digitbench19
digitbench19
ROUND-TABLE Question 3
What are your plans for the future?
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digitbench19
Creation of an engaging CRM within the European TV market WHY ACTITO?
USEABILITY / UX OF THE TOOL
CURRENT STATE
STRATEGY
MKT
IT
TO COME
CONTENT
EDIT
PR
SIMPLE MARKETING AUTOMATION CONNECTION TO DATA BASE(S)
INCREASE PERSONALIZATION & ENGAGEMENT USER BEHAVIOUR ANALYTICS
CAMPAIGNS
NEWSLETTER with personalization of content
ORCHESTRATION OF CHANNELS
LOWER COSTS AUTOMATED SCENARIOS
NO THIRD PARTY INVOLVED
USER ENGAGEMENT TRANSACTIONAL
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digitbench19
THANK YOU !
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CONTACTS BenoĂŽt DUGELAY
Lionel LUGAT
Digital Experience Director
Digital Experience Senior Manager
bdugelay@velvetconsulting .com
llugat@velvetconsulting.com
Emmanuelle MULLER Digital Experience Manager emuller@velvetconsulting.c om
WIFI digitbench19
digitbench19