personalised digital interaction: what really works according to european marketers?

Neolane Marketing Survey #2

Neolane confidentialCopyright Neolane - 2012 2

Context

► As a leading cross-channel campaign management solution provider, Neolane is in touch with thousands of marketers the world over.

► Leveraging this advantageous position, we decided to run surveys, questioning marketers about their main challenges to gather their insights, analyse these and then share results with them.

► Following the first Neolane Marketing Survey that focused on social marketing ROI, we looked to analyse how marketers personalise their digital interactions today.

► More than 600 marketers participated in the survey.


► Leading Independent Marketing Platform Provider Supporting B2B and B2C Organizations $ 44 M revenue in 2011

47% year-over-year growth in 2011

350 customers

250 employees

11 years experience

Market recognition: Forrester, Gartner, Sirius Decisions …

USA, France, UK, Nordics

• Customers in 12 countries

• Users in 20 countries Much more than just software:

hosting services, e-mail & SMS routing, and expert services

About Neolane

3Copyright Neolane 2011


400 Customers

RETAILE-COMMERCE TRANSPORT TOURISME TRANSPORT TOURISME SERVICES

FINANCIAL SERVICES INDUSTRY TELECOMS LEISUREMEDIA PRESS

http://groupe.pierreetvacances.com/index.php

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http://salarie.canalce.com/new_home.asp?nWBS_ID=8077229734

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http://images.google.com/imgres?imgurl=http://gadgeteer.org.uk/wp-content/uploads/2008/02/lg_logo.jpg&imgrefurl=http://gadgeteer.org.uk/tag/laptop/&usg=__k1A8vR04JfNhn_QamDrhBZr6mrQ=&h=201&w=400&sz=8&hl=fr&start=8&um=1&tbnid=tfEahWwIs-ZxmM:&tbnh=62&tbnw=124&prev=/images?q=lg+logo&imgsz=small%7Cmedium%7Clarge%7Cxlarge&um=1&hl=fr&rls=com.microsoft:fr:IE-SearchBox&rlz=1I7SKPB

http://images.google.com/imgres?imgurl=http://bp3.blogger.com/_VesEwiX-K7w/R6buEKhvlkI/AAAAAAAAAI4/l9oEiDoJsaw/s400/logo-pmu-08.jpg&imgrefurl=http://maximelombard.blogspot.com/2008/02/nouveau-logo-pmu.html&usg=__BlLQPY3JUvJB3-nfHJlkNY9NlI4=&h=211&w=400&sz=13&hl=fr&start=2&um=1&tbnid=HxVqWgaJVGomrM:&tbnh=65&tbnw=124&prev=/images?q=pmu+logo&um=1&hl=fr&lr=&rls=com.microsoft:fr:IE-SearchBox&rlz=1I7SKPB&sa=N

http://images.google.com/imgres?imgurl=http://www.isic.fr/img/partenaires/metaboli_logo.gif&imgrefurl=http://lenetmalin.bloguez.com/lenetmalin/435657/Le-jeux-vid-o-prix-mini&usg=__6Fqap80z7sW1AbhLRVTIovqspZk=&h=139&w=400&sz=11&hl=fr&start=6&um=1&tbnid=SpMdAsgYQ4ndAM:&tbnh=43&tbnw=124&prev=/images?q=metaboli&imgsz=small%7Cmedium%7Clarge%7Cxlarge&um=1&hl=fr&rls=com.microsoft:fr:IE-SearchBox&rlz=1I7SKPB

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The results, in a nutshell

► 22% of marketers personalise their website in real-time today… 59% will do within the next 12 months. 3 times more!

► Only 9% of marketers who do not personalise their website because they doubt the potential ROI.

► 54% of marketers using web personalisation get a significant ROI within months.

►

The most efficient data for web personalisation: the whole customer profile and purchase behaviour

► The top channels to offer a personalised experience beyond the web: social & mobile


Screenshots of the infographic


Detailed results of the survey


► In 2014: 59% of marketers will personalise their website.That’s 3 times more than today.

► 37% of marketers plan to personalise content and offers on their website in real-time. 22% already do it.

Web personalisation, next year gold rush?

19%

37%

44%YesPlanned within the next 12 monthsNot planned

Q1 - Do you personalise the content and offers on your website(s) in real-time?


Web personalisation, next year’s gold rush? Country specifics

► Nordic countries, UK and Belgium have more planned projects than France within the next 12 months.

FR ND UK BE0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

21%14% 19%

6%

33% 44%42%

44%

46% 42% 39%50%

Nothing plannedPlanned within the next 12 monthsPersonalise in real time the website

Q1 - Do you personalise the content and offers on your

website(s) in real-time?


Personalisation of the web experience ROI

► Considering people who do not personalise /have planned to personalise their website (slide 7): Only 9% do not personalise because they think the ROI is not achievable.

9%

56%

35% Not confident in the po-tential of ROINo budgetNot a priority

Q1 Why? (only for people answering : No, we offer the same content for all visitors and have no current plans to adopt this approach) in Q1


Website personalisation: main objective is not immediate sales but loyalty

► Marketers do not personalise website for immediate sales, they focus on loyalty and acquisition first.

47%49%51%53%55%57%

56%53% 53%

51%

Q1 - What do you expect from website personalisation? (only for people answering they personalise or they will do it in the 12 coming months) Multiple choice


The most efficient inputs: the whole customer profile & purchase history

► Marketers get the most ROI from personalisation based on the whole customer profile and purchase behaviour.

Based

on

colla

bora

tive

filter

ing

Based

on

socia

l pro

file

Based

on

web b

ehav

iour

Based

on

purc

hase

beh

avio

ur

Based

on

cust

omer

pro

file0%

10%

20%

9% 11% 14% 19% 19%

Q2 - Website personalisation techniques that give a significant ROI according to marketers


Marketers still invest with caution

► 29% of marketers invest more than 50K € in website personalisation efforts.

► 71% are still investing with caution on this field.

45%

26%

18%

11%

Less than 10 000 €

10 000 € to 50 000 €

50 000 € to 100 000 €

More than 100 000 €

Q3 - What budget do you spend or plan to spend per year for a real-time web personalisation solution?


An extremely quick ROI!

► 54% of marketers who had put in place real time web personalisation strategies got a ROI within months!

31%

54%

15%ROI is not yet reachedYes, we get ROI within monthsYes, we get ROI within years

Q4 - Do you think the investment made on your website to offer a personalised experience to visitors provides you a ROI?


Mobile push Mobile app content

Social media PoS Call center Email0%

10%

20%

30%

40%

50%

60%

10% 11%19% 20%

31%

54%

38% 40% 40%

19% 17%

33%

Already do

Planned

Beyond the web, there is social & mobile

► Email is the most mature channel in terms of personalisation.

► Social & Mobile, the top promising channels to personalise experiences, beyond the web.

Q5 - On which other channels do you or do you plan to offer a personalised experience?



FR ND UK BE0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

11% 8% 13%6%

38% 41%43%

38%

51% 51%44%

56%

Not planned

Planned

Done

Q5 - On which other channels do you or do you plan to offer a personalised experience?Answers for Mobile app content



FR ND UK BE0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

12% 10% 7% 3%

37%32% 42%

63%

51%59%

52%

34%

Not planned

Planned

Done

Q5 - On which other channels do you or do you plan to offer a personalised experience?Answers for Mobile push notifications



FR ND UK BE0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

52% 58% 58%41%

33% 29% 33%

41%

15% 14% 9%19%

Not planned

Planned

Done

Q5 - On which other channels do you or do you plan to offer a personalised experience?Answers for Email



FR ND UK BE0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

22% 16% 21%13%

13%32% 23%

22%

65%52% 56%

66%

Not plannedPlannedDone

Q5 - On which other channels do you or do you plan to offer a personalised experience?Answers for Points of Sale



FR ND UK BE0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

35%19%

32%19%

15%

27%16%

19%

50% 53% 51%63%

Not planned

Planned

Done

Q5 - On which other channels do you or do you plan to offer a personalised experience?Answers for Call Centre



FR ND UK BE0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

17% 22% 21%9%

36%42% 45%

41%

47%36% 33%

50%

Not planned

Planned

Done

Q5 - On which other channels do you or do you plan to offer a personalised experience? Answers for Social Marketing


Thank you!Fore more information about

Neolane web personalisation offers:http://bit.ly/NeoInteraction

http://bit.ly/NeoInteraction

http://bit.ly/NeoInteraction


Annexes


Objectives of the survey

► Understand how marketers personalise digital interactions with their prospects and customers

► Share result gathered with our community of customersand the market


Methodology of the survey

Emailing:November - December 20122 waves of email in French and English

2 incentives: exclusivity and a chance to win an iPad

Process

Neolane contacts only, no rented database

European:France, UK, Benelux, Switzerland, Nordics (Denmark, Finland, Iceland, Norway and Sweden)

Target

Mayor objective is creating value added content and share it with peers

Simplicity:5 questionsNo panel

Specificities


Emailing

► The emailing, sent with Neolane Campaign


Questions

► The survey, managed by Neolane Survey Manager

personalised digital interaction: what really works according to european marketers?

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