SEND15 | Cross-channel: come costruire la giusta sinergia tra diversi canali e messaggio
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The document discusses the integration of various digital communication channels like email, SMS, and push notifications to optimize user engagement in a multidevice environment. It reports a significant increase in multidevice usage among internet users in Italy and outlines strategies for effective communication at different lifecycle stages of customer interaction. The content emphasizes the importance of personalized and contextually relevant messaging to strengthen brand relationships.
SEND15 | Cross-channel: come costruire la giusta sinergia tra diversi canali e messaggio
- 1. #SEND15 CROSS-CHANNEL: COME COSTRUIRE LA GIUSTA SINERGIA TRA DIVERSI CANALI E MESSAGGIO Email, sms, push notification, custom audience Livia Giorgi, Digital Strategist Sabrina Di Giorgio, Digital Strategist
- 2. un evento organizzato da #SEND15 This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. PC (home/work) 89% Smartphone 55% Tablet 24% 36% 33% 5% 15% 5% 2% 2% 2 Più del 55% degli utenti è già multidevice vs il 38% del 2013 Solo il 36% degli utenti è pc only vs il 66% del 2013 Fonte: European Digital Behaviour Study 2015 Base: utenti internet 16-65 anni - Italia 2015 2014 2013 Total mobile Pc only Triple player Smartphone only Tablet only Users Universe (.000) Users Universe (.000) Users Universe (.000) 62% 36% 15% 5% 2% 17.800 10.300 4.300 1.400 600 50% 50% 10% 6% 3% 13.300 13.300 2.700 1.600 800 34% 66% 6% 3% 3% 8.500 16.500 1.500 750 750 Totale mobile 62% Trend crescita multidevice
- 3. un evento organizzato da #SEND15 This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. Trend crescita multidevice European Digital Behaviour Study 2015 Base: utenti internet 16-65 anni - Italia 3
- 4. un evento organizzato da #SEND15 This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. Quando e dove usiamo lo smartphone? When I’m watching TV at home On public transportation, going to work, school or university When I’m at a restaurant or bar (waiting to be served) When I’m in a store, to look for a product information or to compare prices +16% 66 58 57 58 54 49 49 47 44 40 33 29 Fonte: European Digital Behaviour Study 2015 | Base: utenti internet 16-65 anni - Italia +18% +11% +38% 2015 (n=8.988) 2014 (n=8.467) 2013 (n=16.142) 4
- 5. un evento organizzato da #SEND15 This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 5 Rete Hardware Sofware Email Sms Push notification Adv via custom audience Canali e tecnologia Feedback Tecnologia dati gsm dati dati multiscreen cellulare smartphone multiscreen account client di sistema app installata account Facebook multipli ricezione quanti la app è in grado di gestirne obiettivi
- 6. un evento organizzato da #SEND15 This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 6 Ampiezza Multicontenuto Email Sms Push notification Adv via custom audience Canali e contenuto Multimedia Contenuto lunga breve breve breve sì no no no sì no no sì
- 7. un evento organizzato da #SEND15 This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. 7 Attiva/passiva Contesto Multi/mono device Email Sms Push notification Adv via custom audience Canali e fruizione Way out Fruizione attiva attiva attiva passiva vario Vario Vario vario multi mono Multi multi facile difficile semplice ma non per tutti non prevista
- 8. un evento organizzato da #SEND15 This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. Lifecycle Broadcast Per accompagnare l’utente durante la relazione attraverso comunicazioni pertinenti e personalizzate Per rinforzare il rapporto con il brand sfruttando le giuste occasioni di contatto 8 Messaggi
- 9. un evento organizzato da #SEND15 This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. Caratteristiche messaggi Lifecycle Broadcast Welcome Gratification Re-engagement Welcome back Celebration Transazionali Tutti Top client Dormant e disengaged Re-engaged 1to1 1to1 Tutti, personalizzando Tutti, personalizzando Automatizzata Automatizzata Automatizzata Automatizzata Automatizzata Automatizzata Spot Appuntamento Iniziare la relazione 1 to 1 Premiare per fidelizzare Stimolare gli utenti che hanno perso l’interesse Accogliere i re-engaged Aumentare il livello di engagement Facilitare la user experience Promuovere prodotti e brand Alimentare la relazione, informare Promozioni Lancio prodotti Branding Iniziative speciali Occasioni di contatto fuori dal coro, seasonal Contenuti editoriali Messaggio A chi Quando Perché 9
- 10. un evento organizzato da #SEND15 This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. Parametri con cui decidere il canale Tempestività Che urgenza ha il messaggio? Contenuti: lunghezza e multimedialità In che modo vogliamo comunicare? Geolocalizzazione Quanto vogliamo essere precisi nella localizzazione? 10
- 11. un evento organizzato da #SEND15 This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. Lifecycle Welcome series | Email Welcome | Push notification Welcome | SMS Re-engagement | SMS Re-engagement | Push notification 11
- 12. un evento organizzato da #SEND15 This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. Broadcast Push notification Adv via custom audience SMS Email 12
- 13. un evento organizzato da #SEND15 This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. Transazionali: Survey Email SMS Push notification 13
- 14. un evento organizzato da #SEND15 This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. Transazionali: carrello abbandonato Email Push notification Adv via custom audience 14
- 15. un evento organizzato da #SEND15 This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. Transazionali: post acquisto Email SMS Push notification 15
- 16. un evento organizzato da #SEND15 This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. Alcuni messaggi hanno dei canali preferiti 16 Carrello abbandonato Branding/storytelling/inspiration Transazionali offline (prelievi bancari, ricariche telefoniche...) Notifiche iper-localizzate
- 17. un evento organizzato da #SEND15 This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. Quindi? Duttile ma affollata Urgente ma breve Molto visibile ma ancora poco conosciuto Pertinente ma «costoso» Email SMS Push notification Adv via custom audience 17
- 18. un evento organizzato da #SEND15 This document is the intellectual property of ContactLab and was created for demonstration purposes only. It may not be modified, organized or reutilized in any way without the express written permission of the rightful owner. Quindi? Per rimanere Top of mind e profilare Per ottenere un’azione immediata Per creare nuove opportunità Per rafforzare messaggi e integrare audience Email SMS Push notification Adv via custom audience 18
- 19. SEND è un evento organizzato da GRAZIE