personnalisez l'expérience utilisateur - agoracms
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1er avril 2016
PERSONNALISEZ L’EXPÉRIENCE DIGITALE !
Marc Brassier – LIFERAY / Audrey Dumas - RUBEDO
CAPTER L’ATTENTION
1Tendance 2016 -
Retargeting
Le retargeting consiste à afficher des messages publicitaires (bannières, emails) à un internaute sur des sites tiers, suite à la navigation de celui-ci sur un site internet donné.
• Un taux de conversion de 2% à 5% (Critéo)• Renvoie un trafic de très bonne qualité
CAPTER L’ATTENTION
De la pub à l’expérience client
CAPTER L’ATTENTION
Tendance 2016
Proposer de nouveaux services
et formats pour attirer
2 Calculettes, livres blanc et livres blanc interactifs «livres dont vous êtes le héros», training, quizz, infographie interactive, … pour générer un engagement
PROPOSER DE NOUVEAUX SERVICES & FORMAT POUR ATTIRER
#Gifographie
#e-learning gratuit
CAPTER L’ATTENTION
Tendance 2016
Content Marketing
3Contenu produit centric vs Contenu user centric
EXPÉRIENCE UTILISATEUR
Tendance 2016
Optimiser l’expérience mobile
486% des Français sont des
internautes
79% des mobinautes utilisent leur
smartphone pour lire un e-mail
62% 74% 33%
Usage en France
EXPÉRIENCE UTILISATEUR
21 avril 2015 label « site mobile »� Expérience mobile
Google AMP project (Accelerated Mobile Pages)
� Format AMP = page 10x moins lourdes, temps de chargement x4
EXPÉRIENCE UTILISATEUR
Tendance 2016
Personnaliser l’expérience
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 don’t 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 grâce aux données
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
STRATÉGIE DE PERSONNALISATION
Géolocalisation, Contextualisation et Personnalisation
EXPÉRIENCE 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. Définition des objectifs
2. Analyse et scoring des comportements
3. Actions marketing ciblées
4. Analyse ROI
Search : 10%
Marketing Automation
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