1. Resultaatgerichte e-Organisatie
Praktische cases – september 27th
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3. Waarom ben je hier?
Vooral voor
Vragen die je altijd al hebt willen stellen
Praktische cases en tips uit de keuken
Interactie!
En niet ;-)
Laatste trends in Online Marketing
Theoretische onderbouwingen
Zenden alleen van mij
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4. Achtergrond
T-MOBILE E-BUSINESS
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5. Doelstellingen/scope
Online omzet:
Acquisitie
Vernieuwen contracten
Cross en Upsell
Ondersteunen multi-channel
eService en webcare:
Voorkomen waste calls, verlaging kosten customer
service
Selfservice
Social Media service
Imago & Brand:
Social media monitoring en interactie
Klanttevredenheid
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6. Internet team - historie
Opgericht in okt 2009, bundelen internet activiteiten
Sinds maart 2012 samen met Telesales:
Zelfde klantenprocessen
Zelfde platform
Zelfde proposities
Hangt nu nog in Sales organisatie:
eCommerce
eService
eDevelopment/Formule
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7. Vogelvlucht
ONLINE MARKETING
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8. Performance based SEA
Uitdaging
Contract was performance based op CPO en orders
Resultaten liepen niet snel genoeg op
Bureau had weinig incentive
Aanpak
Terug naar kwartaal planning, zonder incentives!
Goede kwalitatieve afstemming
Resultaat
Beide partijen hebben voordeel!
Resultaten groeien!
PARTNERSHIP!
30% SEA involved
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9. Next steps SEA
Remarketing for Search (beta)
inApp advertising
Product listing add
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10. SEO plus 50%
SEO borgen in alle content processen, en …
Vraaggestuurde Longtail Content Marketing
Een paar grote vissen, veel concurrentie onder de vissers
Heel veel kleine vissen, slechts
één vissersboot
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11. REAL-TIME
TARGETING
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12. REALTIME TARGETING
Home
Sales funnel
Plein/Product
Basket
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13. REALTIME TARGETING
95% bereik NL
Real Time
Converteert 35%
beter dan spreading
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14. REAL-TIME
BIDDING
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15. REALTIME BIDDING Realtime Bid
(CPM)
Home € 0.75
Sales funnel
Product € 1.00
Basket € 2.50
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16. REALTIME BIDDING
eCPA -60%
eCPA
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17. REAL-TIME
CREATIVE
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18. REALTIME CREATIVE
CTR + 250%
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19. REALTIME CREATIVE
Heatmapping
CTR + 8%
A/B test
CTR + 8%
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20. REALTIME CREATIVE
C2C +250%
Click to Conversion
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21. Performance driven CHAT:
90% additionele omzet: sturen op kosten
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22. De T-Mobile Community creëert een omgeving waar T-Mobile kan reageren op
vragen, opmerkingen en alle aandacht
Forum Twitter
109.577 forumleden 22.282 followers
Introductie 5 januari Introductie februari
2009
2010
Per dag circa 180 - 200
nieuwe registraties
Commu
nity
T-Mobile Plein
32.164 likes
Introductie 4 november 2010
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23. eCommerce is ook TIMING
Lancering iPhone5… in fasen
Belangrijke klanten eerst!
Voorinschrijving
Als eerste in voorverkoop 5:23 a.m.
Gegarandeerde uitlevering
Maar ook:
SEO
Content
processen
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24. En betalen en logistiek
Complimenten voor alles....!!!!!....de
communicatie.......de
bezorging......bezorgtijden....foto van
Credit check grootste struikelblok: alternatief? de koerier........alles was prima......!!
Bezorgen onze sterkste USP
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25. Naar Resultaat
SAMENWERKEN
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26. Iets anders
Ik heb traffic
nodig!
Ik will offline
alignment!
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27. Samen werken naar output
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28. Challenges en ambities voor de toekomst
Verdubbelen omzet!
Verdubbelen rol in (Customer) Service
Op contributie sturen in online Marketing
Marketing Mix Modelling: on- en offline
Verdere personalisatie: multi-channel “Next Best
Offer”. On- en offsite!
Nieuwe segmenten/merken
Big Data
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29. Vragen & Tips?
Dank!
paulvanbreugel.nl
twitter.com/paulvanbreugel
linkedin.com/paulvanbreugel
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