Emailvision - Webinar Multicanal para comunicação digital
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O documento apresenta uma estratégia multicanal de marketing para a data dos namorados, combinando campanhas em redes sociais, email marketing e landing pages, com o objetivo de aumentar conversões e qualificar dados. A estratégia inclui posts no Facebook promovendo prêmios, emails promocionais e uma página de cadastro para participar da promoção.
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Emailvision - Webinar Multicanal para comunicação digital
- 1. The Global SaaS Leader in Relationship Marketing Melhores práticas multicanal: criando um approach coordenado entre as campanhas de email marketing e sociais 15 de maio de 2013, 10:30 BRT
- 2. Speaker www.emailvision.com.br Hamilton Ricardo Frausto Presales Manager na Emailvision • Formado em Publicidade e Propaganda pela Rede Laureate – Anhembi Morumbi • Pós-Graduando em Gestão de Negócios e Marketing pela ESPM • Palestrante no Fórum Ecommerce Brasil • Palestrante no Etail Brasil • Realização de Webinars pela Emailvision • Responsável pelo grupo Profissional do E-mail Marketing Brasil
- 3. Agenda ● Boas vindas ● O que é uma ação Multicanal de Marketing Digital? ● Social, E-mail e Web atuando juntos ● Exemplo de campanha Multicanal www.emailvision.com.br
- 4. O que é uma ação Multicanal de Marketing Digital?
- 5. Comunicação Digital Multicanal www.emailvision.com.br O termo multicanal classifica qualquer ação que seja realizada por múltiplos meios. Lojas físicas que vendem no ambiente online são multicanais de vendas. Multicanal para comunicação digital são os meios utilizados para se chegar no público de interesse. Esses meios podem ser: Social, Mobile, Web ou E-mail
- 6. Social
- 7. O papel das Redes Sociais no Marketing Digital www.emailvision.com.br
- 8. Social Como Aproveitar Esse Potencial www.emailvision.com.br
- 9. Relevância no Social Ouça seu público Ele lhe informa o que quer Engaje seu público Estimule a conversa para poder encontrar argumentos de engajamento Mensure os resultados Uma ação social só é relevante se gerar likes, compartilhamentos e entradas de novos fãs ou seguidores. www.emailvision.com.br
- 10. E-mail Marketing
- 11. O Papel do E-mail Marketing no Marketing Digital www.emailvision.com.br
- 12. E-mail Marketing Como Aproveitar Esse Potencial www.emailvision.com.br Confira agora mesmo
- 13. Relevância no E-mail Marketing Abertura Clique Conversão Chegar na caixa de entrada Ter um assunto relevante Impulsionar o clique Ter uma oferta atraente Ser personalizado Call to action Diminuir a distância do click to buy Ser derecionado para a página correta Ter uma oferta ou vantagem real www.emailvision.com.br
- 14. Email = #1 Uso da Internet Fonte: Ipsos MORI USO DA INTERNET www.emailvision.com.br
- 15. Landing Pages
- 16. O Papel das Landing Pages no Marketing Digital www.emailvision.com.br
- 17. Landing Pages Como Aproveitar Esse Potencial? www.emailvision.com.br
- 18. Landing Pages Como Aproveitar Esse Potencial? Cabeçalho: Comunique os benefícios Elabore a razão para preencher Campos do formulário: - Não queira saber muito - Explique porque os dados são solicitados Call to Action: Encorage para que o formulário seja completo www.emailvision.com.br
- 19. Landing Pages Como Aproveitar Esse Potencial? www.emailvision.com.br Personalize o botão Forma Padrão Personalizando Melhoria Registre-se agora! Participe 69% Enviar Consiga acesso instantâneo 103% Clique Aqui Obtenha acesso grátis 201%
- 20. Relevância nas Landing Pages Visitas Abandonos Envios www.emailvision.com.br
- 21. Unindo Canais Digitais SUA EMPRESA E-mail Social Web www.emailvision.com.br
- 22. Planejando www.emailvision.com.br Campanha de dia dos Namorados Período: 15/05/2013 à 12/06/2013 Objetivo Principal: Aumentar o volume de conversões e qualificar dados dos clientes presentes na base Meta Realizado Meta Realizado Meta Realizado Alcance 15.000 Visitas 10.000 Aberturas 100.000 Likes 500 Formulários Enviados 5.000 Cliques 10.000 Compartilhamentos 150 Válidos 4.800 Conversões 1.000 Social Web E-mail Marketing
- 23. Executando - Social Está na hora de declarar o seu amor, e ainda concorrer a prêmios exclusivos da nossa loja virtual. Veja como: http://tinyurl.com/9x67x www.emailvision.com.br
- 25. Executando – E-mail Marketing www.emailvision.com.br
- 26. Landing Page – Aprimoramento www.emailvision.com.br
- 27. E-mail Marketing Confirmação de Cadastro www.emailvision.com.br
- 28. Landing Page – Cadastro www.emailvision.com.br
- 29. E-mail Marketing Para o Companheiro www.emailvision.com.br
- 31. Extras Outros Exemplos de Estratégia Multicanal
- 32. Extra – Offline + Online www.emailvision.com.br
- 33. Extra – Offline + Online Você gostaria de juntar-se à lista de mailing da Bella Italia para assegurar-se de que você sabe tudo sobre nossas últimas ofertas e notícias? Baseado em sua mais recente visita, por favor informe os seguintes aspectos de sua experiência numa escala de 1-10, onde 1 é pobre e 10 é excelente. www.emailvision.com.br
- 34. Extra – Offline + Online www.emailvision.com.br
- 35. The Global SaaS Leader in Relationship Marketing Perguntas & Respostas
- 36. Contatos Para mais informações ou dúvidas: ● e-mail: Emvmarketing@emailvision.com ● Website: www.emailvision.com.br ● Facebook: www.facebook.com/emailvision ● Twitter: @EmailvisionBR www.emailvision.com.br Obrigado por sua participação!
Hinweis der Redaktion
- EMV HostWelcome Guests and introduce yourself and what you do at Emailvision, looking forward to the next hour together, etc.Let them know about what will be covered in today’s webinar (without reading the agenda!)And that questions can be asked via the QA Panel, which will be addressed at the end of the webinarA recording of this webinar will be available
- SCRIPT:So let’s get on with these five different ways you can extend digital marketing.
- Aqui explicamos a possibilidade de Cross Channel
- SCRIPT:So let’s get on with these five different ways you can extend digital marketing.
- Discurso sobre compartilhar, falar, ouvir
- Falar sobre entender o cliente... O que ele quer, seus anseios e suas necessidades. Entender qual é o papel de cada fã ou seguidor
- SCRIPT:So let’s get on with these five different ways you can extend digital marketing.
- SCRIPT:And how’s the Internet being used on those devices? What’s happening to Internet usage? Certainly, very interesting to see that email remains a really big use of the Internet. It hasn’t been shrinking; it’s been growing along with all the other activities on the Internet that have been growing as well. The smartphone is has turned email into an always on 24/7 channel with more frequent inbox checking. This is a graph from the same Ipsos MORI poll. Obviously, you can see that orange line in there, which is a social networking, it has a big bump in around 2009, 2010. As social networking really hit mainstream, and it’s now kind of levelled to the same growth rate of some of the other activities. But the big take home here is that email really is the most-used social channel. Even if you look at Facebook, it has a billion users, but that doesn’t rival email. As after all, email has got three billion users, so that’s three billion email addresses out there. And, it’s the biggest social network around.
- SCRIPT:So let’s get on with these five different ways you can extend digital marketing.
- SCRIPT:Here is an example from ASOS. In the footer of every single one of their emails they have a little link to connect to the form so you can give feedback about their emails. I know that Tesco has something very similar, they have Rate this email in the header of every email. Of course, you need a landing page and to be mobile compliant, given that 50% of your audience are going to read your email on their mobile. This isn’t just limited to getting feedback on your email, but you could be asking for feedback in more general terms from your customers. Doing some primary marketing research, quickly and easily. In fact, I’m just doing a survey with one of my consulting clients and we’re doing a very specific survey to new customers, people who just purchased for the first time. We’re going to send out an email to those people shortly after their purchase is complete. We want to try and understand exactly what moved them from not having purchased before to purchasing. What was important to them in that purchase decision, what were their reasons, motivations? What did they like about the product or the brand, the process, the experience that made them purchase from us for the first time? Clearly, that survey is going to be about collecting some primary research so we can work out how to move more people who haven’t purchased to being a first-time purchaser, and getting them on that ladder of being our customer. It’s very different running a landing page for purposes of segmentation and targeting when we’re really trying to get a coverage across all our customers and information we can use for segmentation process. Here it’s running a landing page with a short survey to get primary research so you can make some decisions about how you should be communicating, how you should be messaging.
- SCRIPT:This is a nice simple architecture design for any landing page with a form on it. It’s a good template to follow. We’re going to start off with a headline, which is going to state the benefit of continuing with this landing page and this particular form. That headline should also be in tune with how the traffic gets to this page, how you’re driving traffic to this page from an email, what the call to action was and your text around that link in email. This headline should also be in tune with that same message so people can know when they land on the same page, they’re in the right place and everything is happening the way they expect it to. The headline is just a few words. The next part of the landing page is going to be two or three sentences, just to elaborate on that headline and to explain it into a little bit more detail. Obviously, you might have two or three things you want to say about what’s good about completing this form, and you can’t do all that in a headline. Let me get to the actual form fields and surveys. And as ever, don’t ask for too much; ask for less data and you’ll get high conversion rates. If getting the maximum number of people to complete this form is key to what you’re trying to achieve, then reduce the amount that you’re asking for. In the case of sensitive data, explain why it is you’re asking for that data. If you’re asking for date of birth, or other sensitive information, people want to understand why they have to give it to you. If they understand the reason why they should give it to you, they’re much more inclined to do it. Finally of course, at the end, you’re going to have the big button with the call to action to complete the form, and, at that point, reminding people why they should do that as part of the call to action.
- SCRIPT:So let’s get on with these five different ways you can extend digital marketing.
- SCRIPT:Increasingly, we’ve seen the offline world now joining up with the online world. The high street and bricks-and-mortars are taking quite a bashing; there have been a lot of high street failures and big names have been going under in the high street and they’re struggling to survive. However, the high street is really starting to wake up and looking how to adopt digital marketing. And this is, again, being enabled by Smartphone devices primarily, because people do have the Internet travelling with them inside those physical places, and it starts to make sense to have a digital connection at that point. And here’s an example from a restaurant, Bella Italia, where we see they’re using a prize draw Win £250 by going to Bella Italia feedback.co.uk. So, go online, fill in their survey, the incentive there is £250 prize draw.
- SCRIPT:And of course, the point is what you ask when you get there. You obviously ask your normal feedback questions. Again you need landing pages that are going to work on your mobile device. But, more importantly, you want to make sure to ask for email marketing permission. That whole ‘bringing people from offline to online world’ is not just to get feedback, which is valuable for any company, but at the same time you’re getting feedback, don’t miss your opportunity to ask for email marketing permission. And always, always make sure you state benefits why people should sign up to your list. Here we’ve got from Bella Italia: Would you like to join the Bella Italia mailing list? Could have been a stronger call to action, they could have explained the benefit of being on the mailing list. Often nobody wishes to join a mailing list – people want to join the benefit of being on a mailing list.
- 11% of Europeans have scanned an outdoor QR Ad:econsultancy.com/uk/blog/62405-11-of-europeans-have-scanned-a-qr-enabled-outdoor-adSCRIPT:And here we’ve got another example of offline form. This is from something local to me in London, the Green Man. I thought I’d just feature this today because they have actually made quite a nice call to action there. They’ve stated complete survey on your Smartphone, so they’re very much suggesting that you complete your survey on your mobile device. They’re setting the expectation that you can use your mobile device to complete this survey, not that you have to worry about trying to do it and find it won’t work, and use desktop and so on. They’re also using QR codes, so in theory you’ve got a nice experience, you can scan the QR code, you can hit a landing page with a survey form, and again you obviously need mobile compliant survey landing pages there. We’re going to show you in a minute the tool that will do that for you. And in terms of QR codes, for me personally, the jury’s still out, as to whether they’re going to live or die. There was a recent survey: 11% of Europeans have scanned an outdoor QR ad, but whether it’s really going to make mainstream, I’m not sure yet. So make sure if you’re using QR codes, you also give a an easy to use URL
- I think this is the new tagline.