2. The rise of the machine: online
communiceren en overtuigen 一 Jacco Bouw
3. We praten als zo’n 40 jaar over een-op-een communiceren,
maar marketing lijkt nog niet te veranderen. Anno 2015 heeft
de marketeer alles in de gereedschapskist om persoonlijk met
klanten en prospects te communiceren, in deze sessie laten
we je zien hóé. We gaan in op e-mail, maar ook op Persuasive
Profiling, en hoe de overtuigingstechnieken van Cialdini je
conversie met 10% kunnen verhogen.
The rise of the machine: online communiceren en overtuigen
12. Fact check
Meer dan 80% van alle (e-mail) marketeers stuurt dezelfde
content naar alle ontvangers.
– Experian “The 2012 Digital Marketer:
Benchmark and Trend Report” (2012)
97% vindt dat segmentatie van e-mail marketing boodschappen
tot betere resultaten leidt.
– E-village en Rapidsugar
“E-mailmarketing Benchmark 2013
13. Fact check
37% van de marketeers geeft aan ontevreden te zijn met de
beschikbare data op basis waarvan men kan segmenteren.
– E-village en Rapidsugar
“E-mailmarketing Benchmark 2013)
90% van alle aanwezige marketing content wordt niet gebruikt
– AMA 2012
19. Fact check
Smartphone penetratie in Nederland ligt boven de 61%
– maart 2013 comscore & Telecompaper
90% smartphone bezitters gebruikt hetzelfde email account op
mobiel als desktop
– exacttarget 2012
20. Fact check
47% van alle email wordt geopend op een mobile device . Meer
email opens op mobile dan op desktop!
– Aug 2013 Litmus
48% van alle email marketeers weet niet welk percentage van hun
emails geopend wordt op een mobile device
11,84% van alle nieuwsbrieven is responsive
29. juist tijd, juiste boodschap, juiste persoon, juiste device
Event driven campaigns
Eerste aankoop
2 maanden na eerste aankoop
Halfjaar na eerste aankoop
36. social proof liking authority
commitment scarcity reciprocity
Persuasion principles according to Cialdini
37. The goal of persuasion is to change
someone’s attitude or behavior.
38. IQ IQ, or intelligence quotient, is the score derived
from one of several standardized tests designed
to assess an individual's intelligence.
IQ vs EQ
EQ, or emotional quotient is defined as an
individual's ability to identify, evaluate,
control, and express emotions. EQ
39. The goal of persuasion is to
change someone’s behavior.
“Please reuse your
towel”
“Please reuse your
towel. Most people
reused their towel
during their stay”
“Please reuse your
towel. Most people
who stayed in this
room reused their
towel during their
stay”
41. MIKE LISA
normal page normal page
social proof social proof
authority authority
scarcity scarcity
JOHN CARL
normal page normal page
social proof social proof
authority authority
scarcity scarcity
Everybody has a unique persuasion profile
42. First page served/email second page served/email third page served/email
normal page
social proof
authority
scarcity
Everybody has a unique persuasion profile
MIKE
52. PersuasionAPI on email subjectline
authority
“Exclusive hotel deals hand-picked by our experts.”
“Top deals from us- the world's #1 website for booking hotels.”
scarcity
“Our lowest rates are here, grab them before they're gone.”
“Last chance, these deals are going, going… almost gone.”
social proof
“The latest deals in this week's trending cities.”
“Millions of people are choosing deals in these cities.”
53. Booking.com business case
-20%
-10%
0%
10%
20%
1 2 3 4 5 6 7
After 4 weeks it was clear that the PersuasionAPI outperformed the baseline group with conversion of
the email up by over 10%, and – based on Booking.com internal test – also increased revenues for
Booking.com.