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7 
MENTAL MODELS OF DIGITAL WORLD 
David Rozman
ZMOT 
1
Source: Consumer Barometer with Google! 
Base: People who purchased the product/service and are part of the online population 
Old Customer Journey 
First ! 
Moment of Truth! 
shelf 
Second ! 
Moment of Truth! 
experience 
Stimulus 
ads
Second ! 
Moment of Truth! 
experience 
Source: Consumer Barometer with Google! 
New Mobile Subscription 
Customer Journey 
77% 
Stimulus ZMOT 
Research Online 
before purchasing 
First ! 
Moment of Truth! 
shelf 
Base: People who purchased the product/service and are part of the online population 
such as advertising 
starts journey
Source: Consumer Barometer with Google! 
New Mobile Subscription 
Customer Journey 
77% 
Research Online 
before purchasing 
Base: People who purchased the product/service and are part of the online population 
ZMOT 
Stimulus 
such as advertising 
starts journey
online became most important 
channel prior purchase
PULL 
not PUSH medium 
2
Push Pull
3 INTERACTIVITY 
not broadcasting
Broadcasting: one-to-many Interactivity 
Marketing in Hypermedia Computer-Mediated Environments:! 
http://www.whueb.com/whuebiz/emarketing/research/m031121/m031121a.pdf
REALTIME RESPONSE
On Twitter, Oreo steals the Super Bowl power outage
TRANSACTIONS
Transactions online can be: 
20x 30x 
cheaper 
than postal 
50x 
cheaper 
cheaper than face-to-face 
than phone 
https://www.gov.uk/government/publications/government-digital-strategy/government-digital-strategy
With Shift to Digital Services! 
UK GOV can save 2 bilions € per year 
https://www.gov.uk/government/publications/government-digital-strategy/government-digital-strategy
4 ONE TO ONE 
not ONE to MANY communication
How well do we know our customers?
Networ 
k data 
In our world customer is represented by data 
CRM 
Billing 
Product 
Catalog 
Social 
Media 
Click-stream 
Chat 
NPS 
CDR
Network 
data 
more user data = more user knowledge 
CRM 
Product 
Catalog 
Social 
Media 
Click-stream 
Chat 
NPS 
CDR 
Billing
Big Data To Predict What People Buy 
30% of Amazon's revenue is produced by its 
recommendation engine. 
https://econsultancy.com/blog/64364-how-predictive-analytics-for-b2b-sales-and-marketing-can-offer-huge- 
returns#i.17m989ir9hdqb1
5 MANY TO MANY 
not ONE to MANY communication
SOCIAL MEDIA
ideas 
support promotion 
Crowdsourcing 
empowering social media users 
for work of regular employees
GifGaf 
!!! 
The mobile network run by you! 
! 
100% online operated business 
with no retail distribution & call 
centres. Customers get support 
from community. That keeps 
giffgaff’s costs low and lets 
them pass savings back to 
members. ! 
! 
This approach has led giffgaff to 
earn 70% Net Promoter score 
and 91% cust. satisfaction rate 
! 
Source: Giffgaff case studyusing community to 
build an entirely new kind of company
Social CRM 
build relationships with social media users 
to turn them into brand advocates
Use social media to utilize personal influence 
a most powerful type of communication with more influence on public 
opinion than mass media
6 EARNED! 
OWNED! 
PAID
You can’t control web
7 NO TIME-SPACE! 
boundaries
http://iampaddy.com/lifebelow600/
http://iampaddy.com/lifebelow600/
thereisnopagefold.com
There is no front page
Where visitors land 
Other pages 
80% 
Front Page 
20%
Every page is front page
No prime time
No geo boundaries
Don‘t think of digital as But rather as 
BTL ZMOT 
PUSHED PULL 
BROADCASTED INTERACTIVITY 
ONE-TO-MANY ONE-TO-ONE 
MANY-TO-MANY 
TIME-SPACE 
LIMITED 
NO TIME-SPACE 
BOUNDARIES 
PAID MEDIA EARNED & OWNED ECOSYSTEM
Don‘t think of digital as But rather as 
BTL ZMOT 
PUSHED PULL 
BROADCASTED INTERACTIVITY 
ONE-TO-MANY 
ONE-TO-ONE 
MANY-TO-MANY 
TIME-SPACE 
LIMITED 
NO TIME-SPACE 
BOUNDARIES 
PAID MEDIA 
EARNED & OWNED 
ECOSYSTEM
http://linkedin.com/in/davidrozman/

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David Rozman, Si.mobil (7 mental models of digital world)

  • 1. 7 MENTAL MODELS OF DIGITAL WORLD David Rozman
  • 3. Source: Consumer Barometer with Google! Base: People who purchased the product/service and are part of the online population Old Customer Journey First ! Moment of Truth! shelf Second ! Moment of Truth! experience Stimulus ads
  • 4. Second ! Moment of Truth! experience Source: Consumer Barometer with Google! New Mobile Subscription Customer Journey 77% Stimulus ZMOT Research Online before purchasing First ! Moment of Truth! shelf Base: People who purchased the product/service and are part of the online population such as advertising starts journey
  • 5. Source: Consumer Barometer with Google! New Mobile Subscription Customer Journey 77% Research Online before purchasing Base: People who purchased the product/service and are part of the online population ZMOT Stimulus such as advertising starts journey
  • 6. online became most important channel prior purchase
  • 7. PULL not PUSH medium 2
  • 9. 3 INTERACTIVITY not broadcasting
  • 10. Broadcasting: one-to-many Interactivity Marketing in Hypermedia Computer-Mediated Environments:! http://www.whueb.com/whuebiz/emarketing/research/m031121/m031121a.pdf
  • 12. On Twitter, Oreo steals the Super Bowl power outage
  • 14.
  • 15. Transactions online can be: 20x 30x cheaper than postal 50x cheaper cheaper than face-to-face than phone https://www.gov.uk/government/publications/government-digital-strategy/government-digital-strategy
  • 16. With Shift to Digital Services! UK GOV can save 2 bilions € per year https://www.gov.uk/government/publications/government-digital-strategy/government-digital-strategy
  • 17. 4 ONE TO ONE not ONE to MANY communication
  • 18. How well do we know our customers?
  • 19. Networ k data In our world customer is represented by data CRM Billing Product Catalog Social Media Click-stream Chat NPS CDR
  • 20. Network data more user data = more user knowledge CRM Product Catalog Social Media Click-stream Chat NPS CDR Billing
  • 21. Big Data To Predict What People Buy 30% of Amazon's revenue is produced by its recommendation engine. https://econsultancy.com/blog/64364-how-predictive-analytics-for-b2b-sales-and-marketing-can-offer-huge- returns#i.17m989ir9hdqb1
  • 22. 5 MANY TO MANY not ONE to MANY communication
  • 24. ideas support promotion Crowdsourcing empowering social media users for work of regular employees
  • 25. GifGaf !!! The mobile network run by you! ! 100% online operated business with no retail distribution & call centres. Customers get support from community. That keeps giffgaff’s costs low and lets them pass savings back to members. ! ! This approach has led giffgaff to earn 70% Net Promoter score and 91% cust. satisfaction rate ! Source: Giffgaff case studyusing community to build an entirely new kind of company
  • 26. Social CRM build relationships with social media users to turn them into brand advocates
  • 27. Use social media to utilize personal influence a most powerful type of communication with more influence on public opinion than mass media
  • 30. 7 NO TIME-SPACE! boundaries
  • 34. There is no front page
  • 35. Where visitors land Other pages 80% Front Page 20%
  • 36. Every page is front page
  • 39.
  • 40. Don‘t think of digital as But rather as BTL ZMOT PUSHED PULL BROADCASTED INTERACTIVITY ONE-TO-MANY ONE-TO-ONE MANY-TO-MANY TIME-SPACE LIMITED NO TIME-SPACE BOUNDARIES PAID MEDIA EARNED & OWNED ECOSYSTEM
  • 41. Don‘t think of digital as But rather as BTL ZMOT PUSHED PULL BROADCASTED INTERACTIVITY ONE-TO-MANY ONE-TO-ONE MANY-TO-MANY TIME-SPACE LIMITED NO TIME-SPACE BOUNDARIES PAID MEDIA EARNED & OWNED ECOSYSTEM