Gilbane forum Dec 2009
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Transcript of Gilbane forum Dec 2009
Luuk de Jager, CMO Online, Philips Consumer Lifestyle
Gilbane forum Dec 2009
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One Philips B2C online environment
Category pages Design your light - 2010Campaign
Philips Flagship Shop
Product group page Product pages
E-CRM
1. 15,000 active sku’s .com2. 52 countries3. Philips Online shop4. Amazon activation5. Syndication to retail
6. Google campaign7. Local campaigns8. Paid search9. SEO activation10.Google Maps/lead generation
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4 clear pillars
.comPHILIPS PRODUCT CATALOGUE CONSUMER CAREGlobal reach in 57 countries
100M visits expected in 2009 (+30%)>50% brand advocacy
.shopONLINE RETAILERSONLINE FLAGSHIP SHOPMillions of consumer transactions
Reach 1 Billion EUR Online SalesValue-add service >10% of revenue
.liveUSER GENERATED CONTENTTurn Promoters into Ambassadors
Million of video views, 100’s of user postingsNPS of registered consumers >10% vs non-regPromote Employee Engagement
.orgEmpower.Me marketing cockpitGlobal scale, local flavors1000’s employees engaged together
Excellence in multi-lingual content managementSupport excellence in execution: set up, translationsEnable Consumers, Countries & BUs engagement
Philips Consumers Engagement
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Content Management critical to Philips’ success
CMC
External Internal
130 M. website visits/year
20 M. leaflet downloads/year
Syndication to 30,000 trade partners
51 Countries / 42 languages
700 internal users
3.5 million source words27.5 million translated words
6,000 New Products per year
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Today's marketers Online tool environment
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Change Management
Online team Marketing managers
Monitor activity
Manage workflow
Optimize cost
Focus on their products
Better understand consumer behaviors