8. Copyright2014Apegroup. 8 2007/08 2009/Nutid
Masskommunikation Riktad 1 to 1 Relevans Lg Hg Frr
9. Copyright2014Apegroup. 9 2007/08 2009/Nutid
Masskommunikation Riktad 1 to 1 Relevans Publik Lg Hg Bred Snv
Frr
10. Copyright2014Apegroup. 10 2007/08 2009/Nutid
Masskommunikation Riktad 1 to 1 Relevans Publik Relation Lg Hg Bred
Snv Ytlig Djup Frr
11. Copyright2014Apegroup. 11 Framtiden? Ny teknologi ger oss
nya mjligheter, men hur vi kommunicerar r nyckeln.
12. Diskussion Vilka framtidstrender ser ni i hur vi
kommunicerar med vra kunder? Copyright2014Apegroup. 12 1 Relevans
Publik Relation Lg Hg Bred Snv Ytlig Djup
13. Copyright2014Apegroup. 13 Digitalatrender2015 Januari 2015,
Adobe
14. Copyright2014Apegroup. 14 2015 Customer Experience Content
Marketing Mobile Personalisation Big Data 5% 10% 15% 20% 25% 11%
11% 13% 15% 22% Singlemostexitingopportunity-2014vs.2015
15. Copyright2014Apegroup. 15 10% 20% 30% 40% 5% 7% 7% 9% 28%
44% Over the next ve years, what is the primary way your
organisation will seek to dierentiate itself from competitors?
Product/Service quality Customer Service/Customer experience -
making it easy, fun, valuable and/or pleasurable to shop from us
Product/Service choice Mobile - becoming a mobile rst company that
absolutely caters to the mobile shopper/buyer Convenience - fast
delivery, in-store pickup, multiple payment mechanism etc.
Price
16. Copyright2014Apegroup. 16 5% 10% 15% 20% 25% 30% 35% 4% 5%
7% 10% 12% 29% 33% Where does your organisation place the highest
emphasis in terms of improving the customer experience? Making
experience as valuable as possible Making experience as
personalised and relevant as possible Making experience as
consistent as possible across channels Making experience as safe
and reliable as possible Making experience as fun/fullling as
possible Making experience as fast as possible Making experience as
mobile-friendly as possible
17. Copyright2014Apegroup. 17 Targeting and personalisation
Content optimisation Social media engagement Brand building /viral
marketing Multichannel campaign management Conversion rate
optimisation Search enginge marketing Mobile optimisation Video
content Marketing automation Mobile app engagement Joining up
online and oine data Social media analytics Real-time marketing
Customer scoring/predictive marketing Ad targeting optimisation
Video Advertising Mobile app analytics 5% 10% 15% 20% 25% 30% 35%
Where does your organisation place the highest emphasis in terms of
improving the customer experience?
19. Kommunikation i kontext Copyright2014Apegroup. 19
20. Copyright2014Apegroup. 20 Kundvrde Marknadsfring/Reklam
Lojala kunder Churn Kundaktivering Relevant innehll och
kommunikation ver tid Motverkande av ChurnROI Kundvrde(LTV)
21. On-siteoptimering Baserat p historiskt beteende och/eller
beteende i realtid optimera innehll fr konvertering.
Copyright2014Apegroup. 21
22. On-siteoptimering 74% av onlineshopparna blir frustrerade p
sajter dr innehllet inte r relevant mot deras intressen. (Janrain)
Anpassade CTAs kar konverteringsgraden med 42% (Hubspot, 12 mnaders
historik, 93000 unika exponeringar av CTA) Personaliserat innehll
kade i snitt intkterna med 19% (Monetate/eConsultancy Study, 2013)
Copyright2014Apegroup. 22
27. 3 Marketing Automation/ Inboundmarketing Hndelseaktiverad
kommunikation baserat p kundresa. Jobba med leads eller
anvndarupplevelsen. Copyright2014Apegroup. 27 1 2 ! ! ! 4 ! 5
!
28. Copyright2014Apegroup. 28
29. Copyright2014Apegroup. 29
30. Copyright2014Apegroup. 30
31. Copyright2014Apegroup. 31
32. Copyright2014Apegroup. 32 Omni-Channel
33. Copyright2014Apegroup. 33 Spotify Diskussion
34. CRM/ Lojalitetsprogram Samlar kundbeteende ver era kanaler.
Segmentbaserad kommunikation genom direktmarknadsfring.
Copyright2014Apegroup. 34
35. Copyright2014Apegroup. 35
36. Copyright2014Apegroup. 36 Resurser
37. Copyright2014Apegroup. 37 BigData Noneedfor
38. Copyright2014Apegroup. 38 On-site optimering Marketing
Automation Nivbaserat pinvestering CRM Big Data 30%av dina kunder
str fr 70%av din totala omsttning
40. Datainsamling-Datatyper Copyright2014Apegroup. 40 Cookies
Social Egen data Position ppna APIer Kphistorik Persondata Frekvens
Butik Knda platser Tid Vder Trak Metadata Persondata Vnner
Intressen Beteenden Intressen Frekvens Sk: Barcelona Intresse:
Fotboll Matchinfo Hotell nra Camp Nou Lediga rum
41. Datainsamling-Verktyg Copyright2014Apegroup. 41 Cookies
Social Egen data Position ppna APIer Kunddatabas (KDB) Arssystem
GPS IP https:// www.mashape.c om/explore/ Single sign on (SSO)
Facebook apps GA Frosmo
42. Matchadata Copyright2014Apegroup. 42 Cookies Social Egen
data Position ppna APIer Intresse: fotboll Matchinfo, Hotell nra
Camp Nou Skt resa till Barcelona Lediga rum nra Camp Nou Nra
Arlanda
44. Viktigtnrduvljerdittverktyg Copyright2014Apegroup. 44 Vlj
ett verktyg som bde plockar in, men ocks lter dig anvnda datan du
skapar. Frosmo lter dig teranvnda informationen direkt integrerat
mot exempelvis Adwords (retargeting) och e-postsystem vilket gr att
du kan jobba med samma segment on och o-site
45. Diskussion Vilka branscher eller fretag skulle ni sga r
typexempel fr att jobba med personalisering? Vilken/vilka modeller
skulle ni rekommendera? Copyright2014Apegroup. 45 1 2
46. Upplgg Kommunikationens historia Digitala trender 2015 Vad
r personalisering? Modeller Resurser Copyright2014Apegroup. 46 Nsta
fredag Workshop day!Idag 1 2 3 4 5 Vilka delar verkar roligast,
svrast, viktigast?Diskussion Diskussion/Case Nordic Choice
Hotels