Diese Präsentation wurde erfolgreich gemeldet.
Wir verwenden Ihre LinkedIn Profilangaben und Informationen zu Ihren Aktivitäten, um Anzeigen zu personalisieren und Ihnen relevantere Inhalte anzuzeigen. Sie können Ihre Anzeigeneinstellungen jederzeit ändern.
Master version 0.0.3
Dal sogno al viaggio: al passo con i digital traveller
Lisa Molteni – Digital Strategist
2
© Copyright 2016 Contactlab
This document may not be modified, organized or reutilized in any way without the express wr...
3
© Copyright 2016 Contactlab
This document may not be modified, organized or reutilized in any way without the express wr...
4
© Copyright 2016 Contactlab
This document may not be modified, organized or reutilized in any way without the express wr...
5
© Copyright 2016 Contactlab
This document may not be modified, organized or reutilized in any way without the express wr...
6
© Copyright 2016 Contactlab
This document may not be modified, organized or reutilized in any way without the express wr...
7
© Copyright 2016 Contactlab
This document may not be modified, organized or reutilized in any way without the express wr...
8
© Copyright 2016 Contactlab
This document may not be modified, organized or reutilized in any way without the express wr...
9
© Copyright 2016 Contactlab
This document may not be modified, organized or reutilized in any way without the express wr...
10
© Copyright 2016 Contactlab
This document may not be modified, organized or reutilized in any way without the express w...
11
© Copyright 2016 Contactlab
This document may not be modified, organized or reutilized in any way without the express w...
12
© Copyright 2016 Contactlab
This document may not be modified, organized or reutilized in any way without the express w...
13
© Copyright 2016 Contactlab
This document may not be modified, organized or reutilized in any way without the express w...
14
© Copyright 2016 Contactlab
This document may not be modified, organized or reutilized in any way without the express w...
15
© Copyright 2016 Contactlab
This document may not be modified, organized or reutilized in any way without the express w...
16
© Copyright 2016 Contactlab
This document may not be modified, organized or reutilized in any way without the express w...
17
© Copyright 2016 Contactlab
This document may not be modified, organized or reutilized in any way without the express w...
18
© Copyright 2016 Contactlab
This document may not be modified, organized or reutilized in any way without the express w...
19
© Copyright 2016 Contactlab
This document may not be modified, organized or reutilized in any way without the express w...
20
© Copyright 2016 Contactlab
This document may not be modified, organized or reutilized in any way without the express w...
21
© Copyright 2016 Contactlab
This document may not be modified, organized or reutilized in any way without the express w...
22
© Copyright 2016 Contactlab
This document may not be modified, organized or reutilized in any way without the express w...
23
© Copyright 2016 Contactlab
This document may not be modified, organized or reutilized in any way without the express w...
24
© Copyright 2016 Contactlab
This document may not be modified, organized or reutilized in any way without the express w...
25
© Copyright 2016 Contactlab
This document may not be modified, organized or reutilized in any way without the express w...
26
© Copyright 2016 Contactlab
This document may not be modified, organized or reutilized in any way without the express w...
27
© Copyright 2016 Contactlab
This document may not be modified, organized or reutilized in any way without the express w...
28
© Copyright 2016 Contactlab
This document may not be modified, organized or reutilized in any way without the express w...
29
© Copyright 2016 Contactlab
This document may not be modified, organized or reutilized in any way without the express w...
Grazie
@ ContactLab https://www.linkedin.com/c
ompany/contactlab
/ContactLab
Lisa Molteni
Digital strategist
lisa.molteni@...
Nächste SlideShare
Wird geladen in …5
×

Contactlab | Dal sogno al viaggio al passo con i digital traveller | BTO 2016

234 Aufrufe

Veröffentlicht am

BTO 2016
http://www.buytourismonline.com

Contactlab: dal sogno al viaggio al passo con i digital traveller
Day TWO | Giovedì 1° dicembre 2016 | #1 Focus Hall | 14.20 : 15.10
http://www.buytourismonline.com/eventi/digital-traveller/

Speaker
Lisa Molteni Digital Strategist ContactLab

Chi sono i digital traveller nel 2016?
In che modo utilizzano i canali digitali?
Come possiamo rispondere efficacemente alle loro aspettative nelle varie fasi di un viaggio?

Dall’indagine E+DBS16 di Contactlab i numeri dei digital traveller e le strategie di customer engagement per conquistare e fidelizzare i digital traveller dalla vacanza sognata fino al riacquisto.

Veröffentlicht in: Marketing
  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (Unlimited) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... Download Full EPUB Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ACCESS WEBSITE for All Ebooks ......................................................................................................................... Download Full PDF EBOOK here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... Download EPUB Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... Download doc Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
       Antworten 
    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier
  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (Unlimited) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... Download Full EPUB Ebook here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... ACCESS WEBSITE for All Ebooks ......................................................................................................................... Download Full PDF EBOOK here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... Download EPUB Ebook here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... Download doc Ebook here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
       Antworten 
    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier
  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (Unlimited) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... Download Full EPUB Ebook here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... ACCESS WEBSITE for All Ebooks ......................................................................................................................... Download Full PDF EBOOK here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... Download EPUB Ebook here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... Download doc Ebook here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
       Antworten 
    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier
  • Gehören Sie zu den Ersten, denen das gefällt!

Contactlab | Dal sogno al viaggio al passo con i digital traveller | BTO 2016

  1. 1. Master version 0.0.3 Dal sogno al viaggio: al passo con i digital traveller Lisa Molteni – Digital Strategist
  2. 2. 2 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. Di cosa parliamo oggi? Chi sono i digital traveller nel 2016 In che modo utilizzano i canali digitali Come possiamo rispondere alle loro aspettative nelle varie fasi della customer journey
  3. 3. 3 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 3 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. Facciamo un passo indietro: chi è Contactlab
  4. 4. 4 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 4 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. Da ESP a servizi integrati di customer engagement
  5. 5. 5 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. In un nuovo scenario: da cliente anonimo a PERSONE #Digitalidentity #1to1Communication #DynamicPersonalization
  6. 6. 6 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 6 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. La nostra offerta PLATFORM for marketing automation DATA SCIENCE for engagement insights DIGITAL ADVISORY for business growth Un mix di tecnologia e servizi per massimizzare la strategia di customer engagement DIGITAL OPERATIONS for marketing effectiveness Contacthub: data capture & data consolidation Contactplan: segmentazione avanzata e pianificazione delle campagne Contactsend: multichannel sending Contactdata: Una piattaforma cloud scalabile in grado di acquisire, arricchire, analizzare e attivare i dati: - Enrichment algorithms - Customer lifetime value analytics - Data science advisory Supporto strategico nella costruzione della strategia di CRM Digital assessment & performance review Mentoring e training su temi del digital marketing Competitive benchmarking Soluzioni applicative su misura e servizi di integrazione Gestione campagne chiavi in mano Email Deliverability TECHNOLOGY SERVICES
  7. 7. 7 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 7 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. E un osservatorio privilegiato sui trend di mercato Da una collaborazione con Exane BNP Paribas, leader in Equity research, nasce la serie di report Luxury Goods dedicati al mondo del Fashion & Luxury. ONGOING ANALYSES AND INDUSTRY BENCHMARKS Uno sguardo privilegiato grazie alle analisi su milioni di utenti fatte per i nostri clienti in diverse industry. REPORTS ON THE FASHION&LUXURY MARKET EUROPEAN (+) DIGITAL BEHAVIOUR STUDY 2016 Dal 2009 una ricerca annuale sul mondo digital, dal comportamento online degli utenti alla loro interazione con i canali di digital direct.
  8. 8. 8 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. Chi sono i digital traveller nel 2016?
  9. 9. 9 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. Prima di tutto, quanti italiani acquistano online? 14 milioni di italiani 47 53 online shopper Acquirenti online non Travel 47% Acquirenti online Travel 53% Il 53% degli online shopper ha acquistato trasporti o viaggi nell’ultimo anno Fonte: EUROPEAN (+) DIGITAL BEHAVIOUR STUDY 2016
  10. 10. 10 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. Chi sono quindi i digital traveller in Italia? sono circa 4,6 milioni di individui spendono in media €514 all’anno Per un valore stimato di 2,4 miliardi di euro +60% in crescita rispetto al 2015 Acquirenti online che hanno acquistato viaggi Fonte: EUROPEAN (+) DIGITAL BEHAVIOUR STUDY 2016
  11. 11. 11 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. I digital traveller sono più aperti e propensi all’interazione 51 53 30 39 42 21 DII - Digital Interactivity Index DOI - Direct Opportunity Index SOI - Social Opportunity Index Digital travellers Total internet users Con il mondo digital in generale Con il digital direct marketing (email, sms e push notification) Con i social Fonte: EUROPEAN (+) DIGITAL BEHAVIOUR STUDY 2016
  12. 12. 12 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. Sono sempre connessi e acquistano spesso online L’84% è sempre connesso (vs 68% internet users) Il 79% effettua acquisti cross category almeno 1 volta al mese (vs 35% internet users) Il 92% si informa online su prodotti e servizi almeno 1 volta al mese (vs 74% internet users) Fonte: EUROPEAN (+) DIGITAL BEHAVIOUR STUDY 2016
  13. 13. 13 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. Sono sempre connessi e acquistano anche da mobile L’81% si connette regolarmente da smartphone (vs 62% internet users) Il 79% dei digital traveller possessori di smartphone ha fatto almeno un acquisto da mobile negli ultimi 12 mesi (vs 47% internet users)... Fonte: EUROPEAN (+) DIGITAL BEHAVIOUR STUDY 2016
  14. 14. 14 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. Per restare aggiornati sui brand, preferiscono l’email il 76% dei digital traveller (vs 65% internet users) ritiene l’email il canale più utile per restare in contatto con i brand al secondo posto i social (60%) e al terzo posto le chat (42%) Fonte: EUROPEAN (+) DIGITAL BEHAVIOUR STUDY 2016
  15. 15. 15 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. L’email si dimostra un canale efficace anche per gli acquisti Dopo aver ricevuto un’offerta via newsletter Il 67% acquista in agenzia o in negozio Ben l’82% dei digital traveller iscritti a newsletter riferisce di acquistare online dopo aver cliccato un link su una newsletter (+64% in più degli internet users) E il 50% inoltra la newsletter ad amici se ritiene che possano essere interessati Base: digital traveller iscritti a newsletter Fonte: EUROPEAN (+) DIGITAL BEHAVIOUR STUDY 2016
  16. 16. 16 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. Ma non sempre hanno quello che si aspettano Solo il 35% ritiene di ricevere messaggi personalizzati (vs 33% internet users iscritti a newsletter) E il 32% è disposto a fornire maggiori informazioni su di sé, sulle proprie preferenze, per ricevere messaggi personalizzati (+33% vs internet users iscritti a newsletter) Fonte: EUROPEAN (+) DIGITAL BEHAVIOUR STUDY 2016
  17. 17. 17 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. È così difficile personalizzare?
  18. 18. 18 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. Personalizzare = rispondere alle esigenze in ogni fase del traveller journey Dream Search Book Experience Pre-departureOn the wayOn trip Post- Experience Share Fonte: rielaborazione da The five stages of travel – Think with Google https://it.pinterest.com/pin/167266573631417263/
  19. 19. 19 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner.
  20. 20. 20 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. Cosa ci serve per soddisfare i nostri digital traveller? CMS/CONTENT DATABASE UNA VISIONE COMPLETA PER SINGOLO UTENTE TECNOLOGIA CUSTOMER CENTRICA OFFERTE DISTINTE PER SEGMENTO E UTENTE CONTACTHUB normalizza i dati provenienti da differenti punti di accesso in una visione unica costruendo singole «identità digitali»: 1 cliente * molteplici fonti = 1 identità CONTACTPLAN crea una segmentazione avanzata basata sui diversi parametri a disposizione (ex. socio-demo, comportamentali…) CONTACTSEND consente di creare e deliverare ovunque messaggi omnichannel personalizzati CONTACTDATA visualizza e monitora KPIS e business performance layout dinamico Anagrafica Preferenze di viaggio, destinazioni, tempo di permanenza, tipologia di offerta scelta Comportamento di navigazione online di acquisto e ri-acquisto Costruire dei segmenti di utenti Definire regole di personalizzazione dei messaggi Tracciare i comportamenti e monitorare i risultati e apportare eventuali correttivi
  21. 21. 21 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. Si comincia creando messaggi distinti per customer journey INSPIRATION RE-ACTIVATION LOW PRIORITY RE-ACTIVATION HIGH PRIORITY GRATIFICATION PUSH/INCENTIVE PIANO BULK RE-ENGAGEMENT WELCOME BACKRE-ACTIVATION HIGH PRIORITY
  22. 22. 22 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. Welcome series
  23. 23. 23 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. Active new = Inspiration INSPIRATION
  24. 24. 24 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. Interested = Push/Incentive PUSH/INCENTIVE
  25. 25. 25 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. Inactive = Re-activation RE-ACTIVATION LOW PRIORITY
  26. 26. 26 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. Engaged = Gratification Gratification
  27. 27. 27 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. Segmentazione + Personalizzazione 27 Broadcast contact plan
  28. 28. 28 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. Fate tesoro di tutto quello che avete https://www.gwr.com/help-and-support/teddy-rescue
  29. 29. 29 © Copyright 2016 Contactlab This document may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 29 Se vuoi capire una persona, non ascoltare le sue parole, osserva il suo comportamento. Albert Einstein
  30. 30. Grazie @ ContactLab https://www.linkedin.com/c ompany/contactlab /ContactLab Lisa Molteni Digital strategist lisa.molteni@contactlab.com

×