Presentatie van Ben van der Laan (Zoomio) tijdens de Sportfondsen Landelijke Manager Dagen 2011.

2. LIFECYCLE CAMPAIGNING

3. E-COMMERCE MARKETING Ben van der Laan

5. Leading European system binnen Event triggeredmarketingautomation

6. Meer dan 1.000 klanten

8. Marketing beweegt.. Van productgedreven.. Naar consumentgedreven..

12. Fysiekewinkels

13. sms

14. landingpages

15. sampling

16. games

19. vastleggen en opkweken

20. kwalificeer

21. oogsten en distribueren

24. link click

25. white paper download

26. info aanvraag

30. Aankoop

31. Download

33. Geboortedatum

34. Producttype / servicetype

36. Traceableprocesses Branchingtele marketingscripts Trackableemails Measurable off lineelements PersonalizedSMS Personalizedweb pages/ surveys Marketing Database web Database CRM Database

38. Wat

39. Wanneer

40. opening

41. Bounce

42. Kliks

43. Aanmeldingen

44. Afmeldingen

46. Wat werkt nu beter? Gem. open rate Gem. response rate ,benchmark open rate Quadrant I:High flying eagles Quadrant IV:Work horses Quadrant II:Peacocks Quadrant III:Dead dogs

47. Wat is mijn beste verzenddag? © 2010 – ZOOMIO Nederland - 19

48. koopgedrag; recency-frequency © 2010 – ZOOMIO Nederland - 20

49. optimale segmentatie © 2010 – ZOOMIO Nederland - 21

50. Word ik wel afgeleverd?

51. Word ik wel gezien zoals ik wil?

52. ZOOMIO CAMPAIGNER PLATFORM End-to-End Campaigning & Professional Services Inbox ISPs STRATEGY Customizing Best Practice Consulting E-Mail-Marketing Outsourcing ZOOMIO CampaignerPlatform Analytics Layer Workflow Engine Segmentation Engine Administration Datawarehouse Real Time Analytics ZOOMIO API E-Commerce Module (CRM/ERP/Shop-System) Business Apps Database

53. ZOOMIO CAMPAIGNINGvan 1st. naar Next Generation AUDIENCE CAMPAIGNS RESULTS List-Size: Opt-in/-out Response: Open/Click Rate Newsletter: onesizefits all per campaign 1st Gen. List-size: Opt-in/-out Response: Open/Click Rate Development: Target groups Scores Customer segments Sales: DirectConversions Post-Conversions CLTV/CLC: Closed Loop Campaigning Newsletter: Individualized personalized benchmark Segmented Lists: Life Cycle Interests Response NEXT GENERATION Actionsmails: Reachsegments Autopilot- campaigning: Triggeredalong Life Cycle Closed Loop Strategy:

54. MULTI-STAGE ZOOMIO © 2009 FROM FREE MEMBER TO PREMIUM MEMBER STUDYING GRADUATED PAID JOB CAREER JOB BASIC MEMBER LOYAL MEMBER FREE MEMBER AMBASSADOR CAMPAIGN TO BECOME FULL MEMBER CAMPAIGN TO GET INSURANCES CAMPAIGN TO GET PENSION ETC. RULE BASED CAMPAIGNS CAMPAIGNS TO SELL TRANING/COURSES RULE BASED CAMPAIGNS COMBINED WITH TRACKING AND TRIGGER BASED CAMPAIGNING

56. UNIVERSITY

57. LINE/SPECIALTY

58. EXPECTED DATE OF GRADUATIONUPDATE YOUR INFORMATION

59. Case - Segmentatie

60. Medihertz.de German based leading online pharmacy Servicing 25.000 customers/monthly across Europe Employs more than 56 pharmacist, cosmetologist and other professionals

61. Enorme order stijging in de wekelijksecampagne mails Added: Workflow to follow-up on click stream 543 Gender & age prescription Number of orders 242 100 Push - mail Segmented Behavioral

62. Campagnes beginnen ook zonder @ vanaf website Via landing page via CpC Business card Cold Canvas/TM DM campagnes met Pin codes Inbound calls

63. Every step youtake.. Html Java-scripts voor actiepagina’s Bouwen en controleren campagnes Tekst schrijven Vormgeving Design Doelen stellen Campagnes uitwerken Meten resultaten Evalueren Bijsturen Nieuwe campagnes Data kwaliteit Segmentaties dataverrijking

64. Next steps NB NL PUSH 1:N Topics NL Event NL Special NL Opt- Out Opt- In Prospect 2nd contact 1st contact Established Premium WF: Sign-up Captureleads(websites, Schiphol) WF: 1st-Timers Feedback Mails & Follow-up Incentive WF: Reactivation Mails 90 days 180 days CAMP: fotografie CAMP: zaalverhuur CAMP: specials WF: Honey Moon TurningProspectsinto visitors PULL 1:n/1:1 CAMP: International; Schiphol WF: Online ticket WF: Tell a friend WF: Webshop; cartabandoned WF: Verjaardag WorkFlows – automated CAMPaigns – on demand

65. Geen vragen maar antwoorden  Page 34

66. Marketing Automation Roadmap Fase 2Next Generation Campaigning Fase 3Sustainable growth Fase 1 Quick wins 60 Dagen 90 dagen ON DEMAND ROI Accelerators Geavanceerdecampagnes Gesegmenteerde & getriggerede campagnes - Groeien van permissie-base - Conversie aankopen verhogen- Realiseer meer tweede aankopen- Betere resultaat uit de nieuwsbrief- RFM Analyse- segmentatie Campagnes-Welkomstproramma‘s - 2de aankoop programma‘s - Mail-a-friend campagnes Waarde en Resultaat - Marketing Effectiveness Score - Loyalty& RiscScoring- Checkout-to-OrderRatio - RFM Analyse- Koppeling Backofficesyst- 1:1 Recommandatie Campagnes: - Re-activatiecampagnes- RFM campagnes-Life-Cyclecampagnes- Inclusiefsocialmediafeeds- Up-en Cross selling - Benchmark van resultaten- Optimimalisatie- Opbouw van profielen- Automatisering Campagnes- Event triggerdcampagnes- bounce-afhandeling- Verjaardsdagscampagnes- Bounce-campagnes Lift off Business Tijd

67. Surveys © 2010 – ZOOMIO Nederland - 36