marek stopka, presentation from dotcomm hotel, prague, 2014
DESCRIPTION
Interesting presentation about Marketing Automation in hospitality.TRANSCRIPT
Marketing automation
Personalized and seamless
communication with your Guests
Marek StopkaProduct Management Director, SALESmanago Marketing Automation
About SALESmanago– One of the first Marketing Automation system in Europe
– SaaS solution chosen by over 1000 customers in B2B, B2C and eCommerce
– Customers include global corporations and small & medium companies
How Marketing Automation worksDigital Body Language – building complete behavioural
profiles of users you have in your e-mail database
Complete behavioural &
transactional profile of your guest
Building automatic
communication processes with
your guests
Examples of usage &
problems we may
solve
Turning visitors to your hotel
website into leads and contacts in
your database
1. Identifying people
from your database
visiting your hotel
website and looking at
your current offer –
personalized contact
forms and offers.
2. Addressing anonymous visitors
– e-mails with personalized offer
to people you do not have email
address to
Dynamic one-to-one e-mails to
people that abandoned your website
or booking process
E-Mail sent after visit of the customer to your website
with automatically personalized offer (based on website
behaviour)
E-mail Lead NurturingEducating your guest prior to visit to your hotel
Subscription thank you Introduction of brand Benefits of using the offer
Personalized website content
and one-to-one offersDisplaying content personalized to the person that has entered website
RTB remarketing personalization
and predictive offers in display
networksUse cases:• Upselling based on customer
transactional data
• Personalizing advertising based
on customer status, loyalty
programs data etc.
• „Thank you for visit” ads
• Cyclic offers in advertising
networks based on typical
Customer behaviour
Direct sales & helpdesk
automation and alerts
Call center
directly receives
all the behavioural
information to
conduct direct
sales or contact
with special
groups of
customers
