Intervento di Livia Giorgi e Sabrina Di Giorgio, Digital Strategists ContactLab - nella breakout Give your Customers Relevance | SEND15, secondo Open Summit di ContactLab

1. #SEND15
CROSS-CHANNEL: COME COSTRUIRE LA GIUSTA
SINERGIA TRA DIVERSI CANALI E MESSAGGIO
Email, sms, push notification, custom audience
Livia Giorgi, Digital Strategist
Sabrina Di Giorgio, Digital Strategist

2. un evento organizzato da #SEND15
This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
PC (home/work)
89% Smartphone
55%
Tablet
24%
36%
33%
5%
15%
5%
2%
2%
2
Più del 55% degli utenti è già multidevice
vs il 38% del 2013
Solo il 36% degli utenti è pc only
vs il 66% del 2013
Fonte: European Digital Behaviour Study 2015
Base: utenti internet 16-65 anni - Italia
2015 2014 2013
Total mobile
Pc only
Triple player
Smartphone only
Tablet only
Users Universe
(.000)
Users Universe
(.000)
Users Universe
(.000)
62%
36%
15%
5%
2%
17.800
10.300
4.300
1.400
600
50%
50%
10%
6%
3%
13.300
13.300
2.700
1.600
800
34%
66%
6%
3%
3%
8.500
16.500
1.500
750
750
Totale mobile
62%
Trend crescita multidevice

3. un evento organizzato da #SEND15
This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
Trend crescita multidevice
European Digital Behaviour
Study 2015
Base: utenti internet 16-65
anni - Italia
3

4. un evento organizzato da #SEND15
This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
Quando e dove usiamo lo smartphone?
When I’m watching TV at home
On public transportation, going to work,
school or university
When I’m at a restaurant or bar
(waiting to be served)
When I’m in a store,
to look for a product information
or to compare prices
+16%
66
58
57
58
54
49
49
47
44
40
33
29
Fonte: European Digital Behaviour Study 2015 | Base: utenti internet 16-65 anni - Italia
+18%
+11%
+38%
2015
(n=8.988)
2014
(n=8.467)
2013
(n=16.142)
4

5. un evento organizzato da #SEND15
This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
5
Rete Hardware Sofware
Email
Sms
Push notification
Adv via custom audience
Canali e tecnologia
Feedback
Tecnologia
dati
gsm
dati
dati
multiscreen
cellulare
smartphone
multiscreen
account client
di sistema
app installata
account Facebook
multipli
ricezione
quanti la app
è in grado di gestirne
obiettivi

6. un evento organizzato da #SEND15
This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
6
Ampiezza Multicontenuto
Email
Sms
Push notification
Adv via custom audience
Canali e contenuto
Multimedia
Contenuto
lunga
breve
breve
breve
sì
no
no
no
sì
no
no
sì

7. un evento organizzato da #SEND15
This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
7
Attiva/passiva Contesto Multi/mono device
Email
Sms
Push notification
Adv via custom audience
Canali e fruizione
Way out
Fruizione
attiva
attiva
attiva
passiva
vario
Vario
Vario
vario
multi
mono
Multi
multi
facile
difficile
semplice
ma non per tutti
non prevista

8. un evento organizzato da #SEND15
This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
Lifecycle Broadcast
Per accompagnare l’utente durante la
relazione attraverso comunicazioni
pertinenti e personalizzate
Per rinforzare il rapporto con il brand
sfruttando le giuste occasioni di
contatto
8
Messaggi

9. un evento organizzato da #SEND15
This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
Caratteristiche messaggi
Lifecycle
Broadcast
Welcome
Gratification
Re-engagement
Welcome back
Celebration
Transazionali
Tutti
Top client
Dormant e disengaged
Re-engaged
1to1
1to1
Tutti, personalizzando
Tutti, personalizzando
Automatizzata
Automatizzata
Automatizzata
Automatizzata
Automatizzata
Automatizzata
Spot
Appuntamento
Iniziare la relazione 1 to 1
Premiare per fidelizzare
Stimolare gli utenti che hanno perso l’interesse
Accogliere i re-engaged
Aumentare il livello di engagement
Facilitare la user experience
Promuovere prodotti e brand
Alimentare la relazione, informare
Promozioni
Lancio prodotti
Branding
Iniziative speciali
Occasioni di contatto
fuori dal coro,
seasonal
Contenuti editoriali
Messaggio A chi Quando Perché
9

10. un evento organizzato da #SEND15
This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
Parametri con cui decidere il canale
Tempestività
Che urgenza ha il messaggio?
Contenuti: lunghezza e multimedialità
In che modo vogliamo comunicare?
Geolocalizzazione
Quanto vogliamo essere precisi nella localizzazione?
10

11. un evento organizzato da #SEND15
This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
Lifecycle
Welcome series | Email Welcome | Push notification
Welcome | SMS
Re-engagement | SMS
Re-engagement | Push notification
11

12. un evento organizzato da #SEND15
This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
Broadcast
Push notification
Adv via custom audience
SMS
Email
12

13. un evento organizzato da #SEND15
This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
Transazionali: Survey
Email
SMS Push notification
13

14. un evento organizzato da #SEND15
This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
Transazionali: carrello abbandonato
Email
Push notification
Adv via custom audience
14

15. un evento organizzato da #SEND15
This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
Transazionali: post acquisto
Email SMS Push notification
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16. un evento organizzato da #SEND15
This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
Alcuni messaggi hanno dei canali preferiti
16
Carrello abbandonato
Branding/storytelling/inspiration
Transazionali offline (prelievi bancari, ricariche telefoniche...)
Notifiche iper-localizzate

17. un evento organizzato da #SEND15
This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
Quindi?
Duttile ma
affollata
Urgente ma
breve
Molto visibile ma
ancora poco
conosciuto
Pertinente ma
«costoso»
Email SMS Push notification Adv via
custom audience
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18. un evento organizzato da #SEND15
This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
Quindi?
Per rimanere Top
of mind
e profilare
Per ottenere
un’azione
immediata
Per creare
nuove
opportunità
Per rafforzare
messaggi e
integrare audience
Email SMS Push notification Adv via
custom audience
18

19. SEND
è un evento
organizzato da
GRAZIE