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On and offline in a digital strategy

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Lieselotte Van Tieghem, Sales- & Marketing Manager bij Wijs, gaf deze presentatie voor het eerst op het Oracle event op 14/05/2014. Ze heeft het o.a. over data en daar slimmer mee omgaan, uw klanten …

Lieselotte Van Tieghem, Sales- & Marketing Manager bij Wijs, gaf deze presentatie voor het eerst op het Oracle event op 14/05/2014. Ze heeft het o.a. over data en daar slimmer mee omgaan, uw klanten beter te leren kennen in hun context, 1 op 1 communicatie, closing the loop & the sweet spot.

Published in: Marketing, Business, Technology

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Transcript

  • 1. Wijs - mei 2014 Context and personalization in a digital strategy
  • 2. Hi! I’m Lieselotte.
  • 3. I work at Wijs A digital Agency in Ghent
  • 4. Marketeers are shouting out quite a bit of buzz words again lately…
  • 5. Quantified self
  • 6. What Marketing can learn from the Internet of Things. The Age of Context
  • 7. Big data
  • 8. Digital Transformation
  • 9. It’s a whole new energy...
  • 10. According to me it comes down to this… ! Closing the loop
  • 11. But as for many companies it’s not just a digital strategy… Technology supporting Data-minded User-centric Digital company
  • 12. Let me first tell you my story... Young mom of two children Happily married to an entrepreneur Full-time job, not only at Wijs, but also as a mom, wife, housekeeper and secretary
  • 13. This is how I roll...
  • 14. I have a need...
  • 15. ‣ I would like to tell them that... ‣ we are an ambitious couple with 2 young children ‣ I have to make lunch boxes every morning ‣ my husband is on an Atkins diet ‣ my son dislikes fruit, but does need the vitamines ‣ I would love to eat and cook healthy every day, but my work rythm and inefficiency lets me down ‣ etc. You know what? I’m willing to tell my supermarket some stuff…
  • 16. My supermarket knows exactly what my shopping basket contains: a combination of fixed and variable products
  • 17. They could also know I have a fixed day to do my shopping
  • 18. And I get myself inspired online
  • 19. ‣ On-site analytics ‣ Web analytics ‣ CRM ‣ Data loyalty cards ‣ Customer feedback ‣ etc. A lot of data assembled out of different corners
  • 20. Broadcasting Informing One to one in a new dimension
  • 21. Now imagine…
  • 22. ‣ when they give me ideas on parties coming up: what to make, how much and what to buy ‣ One click on the button and it’s ready for you waiting in the shop Or…
  • 23. A bit creepy, huh?
  • 24. But customers are actually quite open to this…
  • 25. It’s a whole new energy...
  • 26. It’s no longer only about…
  • 27. ! ‣ It’s about getting to know your user
  • 28. ! ‣ It’s about getting to know your user ‣ It’s about getting to know your user in his context
  • 29. ! ‣ It’s about getting to know your user ‣ It’s about getting to know your user in his context ‣ And technology is giving us the possibility to do this: by offering us data
  • 30. The age of context: data Data transforms into information or advertising, depending on the context of the consumer.
  • 31. The age of context
  • 32. Context changes advertising into information. ! Context is the way to break through the banner blindness of our customers. !
  • 33. How can you add context to your messages? How can you change advertisement into information? How can you break through the banner blindness? Ask yourself
  • 34. Route Reservation
  • 35. But hey!
  • 36. What about...
  • 37. How do we translate emotion, inspiration and impuls on a digital level?
  • 38. Attribute the correct weight to each touch point.
  • 39. Let’s take another example
  • 40. The sweet spot Advies Emotie Inspiratie ?
  • 41. ‣ Know your customer and his context ‣ Closing the loop: customer journey & conversion funnels ‣ Get yourself organized: digital company ‣ Break through your own silos Summarize
  • 42. België, de bermudadriehoek van de eCommerce Wijs E-commerce onderzoek V3 coming up
  • 43. Questions?