Marketing has traditionally focused on the Four Ps - Pricing, Product, Promotion, and Place. But in today's demanding environment, marketers need to be focused on a new set of letters – the O and I of marketing - Online, Offline, Outbound, and Inbound. These letters represent the channels that marketers need to employ, and present new challenges for coordination, management, and measurement.

1. The Benefits of Inbound / Outbound Integration

2. Inbound / Outbound marketing
”I have an outbound campaign “A customer contacts us …”
and several offers … ”
Outbound campaign
offer A offer B offer C …
HISTORIZATION Real-time
CONSISTENCY
offer C
offer B
offer A
Neolane Interaction:
To present the best personalized offer for each customer
Copyright Neolane - 2010 Neolane confidential

3. Inbound Interaction Scenario
Paul wishes to buy a new digital camera
He:
 Is buying this camera for his upcoming trip
 Does not know much about the technical side, but
often buys the most expensive product
 Has taken advice about the right camera to buy
 Has not received any advice about accessories
Paul visits an e-commerce site where he is already identified, and...
 Finds the camera
 Puts it in his shopping cart
The e-commerce site asks Neolane for a recommendation
 The website determines that there is an item in the shopping cart
 The website also determines which other products Paul has seen
 Neolane pushes a personalized banner on the e-commerce site reflecting the
various information
Copyright Neolane - 2010 Neolane confidential

4. Inbound/Outbound Interaction Scenario
Following the accessories offer proposed to Paul via
web banner
 He receives an e-mail message confirming his order
 And then an SMS to inform him of the delivery date
The e-commerce site then makes the 'accessories'
offers eligible to Paul
 He will receive future promotional offers concerning digital
camera accessories by e-mail
 The e-commerce site will not send him more than 3 offers per
month to avoid over-soliciting him
Copyright Neolane - 2010 Neolane confidential

5. Interaction Management Dynamic
Definition of offers and rules Interaction dynamic
Measuring results Contents
Offer
catalog
Marketing managers Channel managers
Execution Choosing the best
feedback offers
All channels...
Copyright Neolane - 2010 Neolane confidential

6. Benefits of Inbound and Outbound
Integration
Better customer satisfaction and
proximity by sending appropriate
offers
Satisfying all marketing and
communication objectives
 Trigger cross-sell and up-sells
 Prevents customer attrition by
reacting in real time with suitable
offers
Marketing and sales teams are
empowered to be faster and more
effective
Copyright Neolane - 2010 Neolane confidential

7. Contact Information
Kristin Hambelton
Senior Director of Marketing
Neolane, Inc.
Twitter: @KMHambelton
Email: kristin-hambelton@neolane.com
Phone: 617-467-6760
Copyright Neolane - 2010 Neolane confidential