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Gilbane forum Dec 2009. Luuk de Jager, CMO Online, Philips Consumer Lifestyle. One Philips B2C online environment. 15,000 active sku’s .com 52 countries Philips Online shop Amazon activation Syndication to retail. 6. Google campaign Local campaigns Paid search SEO activation

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Gilbane forum dec 2009

Gilbane forum Dec 2009

Luuk de Jager,

CMO Online, Philips Consumer Lifestyle


One philips b2c online environment
One Philips B2C online environment

15,000 active sku’s .com

52 countries

Philips Online shop

Amazon activation

Syndication to retail

  • 6. Google campaign

  • Local campaigns

  • Paid search

  • SEO activation

  • Google Maps/lead generation

Product group page

Category pages

Product pages

Campaign

Design your light - 2010

E-CRM

Philips Flagship Shop

2


.com

PHILIPS PRODUCT CATALOGUE

CONSUMER CARE

Global reach in 57 countries

100M visits expected in 2009 (+30%)

>50% brand advocacy

.shop

ONLINE RETAILERSONLINE FLAGSHIP SHOP

Millions of consumer transactions

Reach 1 Billion EUR Online Sales

Value-add service >10% of revenue

.org

Empower.Me marketing cockpit

Global scale, local flavors

1000’s employees engaged together

Excellence in multi-lingual content management

Support excellence in execution: set up, translations

Enable Consumers, Countries & BUs engagement

.live

USER GENERATED CONTENT

Turn Promoters into Ambassadors

Million of video views, 100’s of user postings

NPS of registered consumers >10% vs non-reg

Promote Employee Engagement

4 clear pillars

Philips Consumers Engagement


Content management critical to philips success
Content Management critical to Philips’ success

Internal

External

130 M. website

visits/year

700 internal

users

6,000 New Products per year

CMC

Syndication to 30,000 trade partners

51 Countries / 42 languages

20 M. leaflet

downloads/year

3.5 million source words

27.5 million translated words



Change Management

Online team

Marketing managers

Monitor activity

Manage workflow

Optimize cost

Focus on their products

Better understand consumer behaviors

6


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