econsultancy innovation tech agillic
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© 2008 AgillicNot for use or distribution without written
permission. 1
Marketing Innovation through technology:Agillic Dialogue
Agillic enables brands to have joined-up conversations with their customers across multiple touchpoints - in real time, both on and offline, and throughout the customer lifecycle.
Conversion, retention and ROI are maximised, costs are contained.
© 2008 AgillicNot for use or distribution without written
permission. 2
Agency Databases Brand Data Sources
- behavioural data- fulfilment data- enriched profile data
- prospect contact data- segmentation data- permission data
- CRM data- campaign data- segmentation
Online and mobile portals
EmailsSMS, MMS, mobile links
Direct mails
Call Centre, IVR & POS Modules
Agillic Dialogue Personalised Execution Platform
* = if available
Agillic delivers consistently across channels
Online advertising Social media
© 2008 AgillicNot for use or distribution without written
permission. 3
Agillic saves time and moneyC
ost
Tim
e
Cost for custom-building solution
Budget for developing
communication
Timeline for
delivery= 9 weeks
Timeline for
delivery= 4 weeks
Budget for developing
communication
Cost for Agillic
A typical campaign built in Agillic can be produced at roughly half the cost and in half the time of using different suppliers working in separate silos.
Source: Study by Sonofon
© 2008 AgillicNot for use or distribution without written
permission. 4
Case 1 – Danish Railways
• Launch of ‘S-More’ Consumer Engagement Scheme
• Multichannel concept, encompassing digital channels such as mobile and web microsite, search, email, display, mobile tickets and social media as well as offline such as TV, print and outdoor
• Consumers receive frequent personalised communication via email and sms and their web journey is also highly personalised
• 1.1 million incremental train journeys directly related to S-More
• 11% of program members shifted from low frequency to high frequency travellers within six months
• Cited as ”best initiative ever from Danish Railways” by several bloggers and journalists
ObjectivesObjectives SolutionSolution ResultsResults
• To drive passengers in the greater Copenhagen area to use the ‘S’ train network more frequently
• To engage directly with consumers in order to build relationships
Customer
profile
- Name-Members
hip status
- Card
Retrieve Customer Data:
“ Answer 3 easy questions and
get better advice”
Competitio
ns
Membership benefits
S-train
news
Get travel info
directly on your
mobile
Members
hip upgrade
S-train news
for you travel
route
020,00040,00060,000
Campaign results
Expected Actual
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permission. 5
Case 2 – Toyota
• All marketing activities are now geared to digital engagement, gathering information and contact permissions by using games, quizzes etc as communication engines
• All potential car buyers now receive relevant communications based on the knowledge collected, using email, web and mobile as key channels
• When launching the Toyota Avensis, 16% of sales could be attributed Toyota’s new eCRM strategy
• Moved from 19th most sold car in 2008 to 3rd most sold in 2009
• Reduced Campaign Cost by more than 30%
ObjectivesObjectives SolutionSolution ResultsResults
• To radically shift Toyota marketing strategy from branding to eCRM
• To engage with potential car buyers early in the buying process to better drive sales
• To build and leverage contact permissions across digital platforms
• To gain market share during recession
SMS-beskedTil: 1230
Avensis
© 2008 AgillicNot for use or distribution without written
permission. 6
Travel FMCG
WPP Publicis Omnicom
Charity Utilities Insurance
Telco Transport Automotive
Hotel
Telco
Retail
Selection of brands
Selection of agencies
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