TOUCHPOINT MARKETING
customers don’t think channels
Kristof Drossaert
Digital Strategist DigitasLBi Belgium
Lector Digital Strategy 

Karel De Grote Hogeschool Antwerpen
@dro...
THE NEW CUSTOMER
a complex journey
The traditional customer in a 3-step model
always connected
narrowing gap between interest & purchase
visual stimulation
peer interaction
The new customer
external influence

reviews, ratings, search,
community, word-of-mouth,
videos, product comparison
Zero M...
New journeys
cross-channel journeys
64%research
online before buy
in-store
57%research
online before buy
online
38%researc...
New journeys
digital in-store experience
15%research
on a mobile phone
in-store
11%compared
prices on a mobile
device in-s...
New journeys
ways to engage
40%follow
at least one brand
35%gave
feedback through
social media
12%checked-in
on an event o...
IF CUSTOMERS DON’T
THINK CHANNELS THEN
HOW DO I CONVERT ?
CONVERSION IS BRANDING
brandbuilding = relationship building
BRANDING IN THE PAST
BRANDING IN THE
E-COMMERCE AGE
WHAT JUST HAPPENED ?
In the race for high conversion
brands generalize and use patterns
simple layout and design, white background, …
lead to f...
Conversion has become convention.
Conversion has become convention.
…boring!
BRANDING IN THE FUTURE
How does our mind work ?
MOTIVATION
USABILITY
FAIL
WIN
fun!
boring but important
Conversion is …branding!
Branding is creating difference
Branding is creating difference
…not boring!
a brand is a network of associations
in people’s heads
?
BRANDING DISSECTED
brand
personality
communication
behavior
appearance
brand
personality
communication
behavior
appearance
product information
newsletters
social media posts
Storytelling
= telling the story of your brand
= giving your brand a personality
good examples can be found in car brands,...
Persuasive design
= “Trick” the customer
Tone of voice & copy
= personality
brand
personality
communication
behavior
appearance
product information newsletters
social media posts
storytelling
persua...
run that extra mile
Bring added value
= advice, build a community and
relationship, trigger emotions
CASE : BEACONS
Beacons enhance the shopping
experience in the store. These beacons
allow store-owners to build specific
tar...
Customer service
= be there for your clients at every
step of the experience (touchpoint
marketing)
Staff touch points
brand
personality
communication
behavior
appearance
product information newsletters
social media posts
storytelling
persua...
Break the rules
= try to be different and remarkable
Put it in the details
= all communication has to respect
the brand personality
CASE : COOLBLUE
Coolblue can be considered one of the
best webshops in Belgium at this
moment. They manage to use every
op...
brand
personality
communication
behavior
appearance
product information newsletters
social media posts
storytelling
persua...
BRAND PERSONALITY
ATTRACTS CUSTOMERS
TO A BRAND
-
CONVERSION !
BECOME A LOVEBRAND
THE (DIGITAL) FUTURE OF
MARKETING
huge challenges ahead
TOUCHPOINT MARKETING
Every interaction is an opportunity
to sell yourself.
!
Marketing isn’t limited to nice advertisements, a good-
looking we...
Every interaction is an opportunity
to sell your product.
!
Every touchpoint with the client can be an indirect sales
oppo...
Good experience = generous clients
SHOPPING	

EXPERIENCE
CUSTOMER

DATA	

(“big data”)
PERSONALIZED	

DEALS
BEWARE = big data is only useful when it’s SMART data
QUESTIONS / REMARKS ?
Touchpoint Marketing
Touchpoint Marketing
Touchpoint Marketing
Touchpoint Marketing
Touchpoint Marketing
Touchpoint Marketing
Touchpoint Marketing
Touchpoint Marketing
Touchpoint Marketing
Touchpoint Marketing
Touchpoint Marketing
Touchpoint Marketing
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Touchpoint Marketing

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Touchpoint Marketing

  1. 1. TOUCHPOINT MARKETING customers don’t think channels
  2. 2. Kristof Drossaert Digital Strategist DigitasLBi Belgium Lector Digital Strategy 
 Karel De Grote Hogeschool Antwerpen @drostof kristof.drossaert@drostof.be facebook.com/drostof linkedin.com/in/drostof drostof.be
  3. 3. THE NEW CUSTOMER a complex journey
  4. 4. The traditional customer in a 3-step model
  5. 5. always connected
  6. 6. narrowing gap between interest & purchase
  7. 7. visual stimulation
  8. 8. peer interaction
  9. 9. The new customer external influence
 reviews, ratings, search, community, word-of-mouth, videos, product comparison Zero Moment Of Truth
  10. 10. New journeys cross-channel journeys 64%research online before buy in-store 57%research online before buy online 38%research in-store before buy online consumer research 2013
  11. 11. New journeys digital in-store experience 15%research on a mobile phone in-store 11%compared prices on a mobile device in-store 7%researched on a tablet in-store consumer research 11%bought on a mobile device in-store 2013
  12. 12. New journeys ways to engage 40%follow at least one brand 35%gave feedback through social media 12%checked-in on an event or transportation consumer research 13%used a mobile coupon 10%scanned a QR-code 2013
  13. 13. IF CUSTOMERS DON’T THINK CHANNELS THEN HOW DO I CONVERT ?
  14. 14. CONVERSION IS BRANDING brandbuilding = relationship building
  15. 15. BRANDING IN THE PAST
  16. 16. BRANDING IN THE E-COMMERCE AGE
  17. 17. WHAT JUST HAPPENED ?
  18. 18. In the race for high conversion brands generalize and use patterns simple layout and design, white background, … lead to faster page-loads
  19. 19. Conversion has become convention.
  20. 20. Conversion has become convention. …boring!
  21. 21. BRANDING IN THE FUTURE
  22. 22. How does our mind work ? MOTIVATION USABILITY FAIL WIN fun! boring but important
  23. 23. Conversion is …branding!
  24. 24. Branding is creating difference
  25. 25. Branding is creating difference …not boring!
  26. 26. a brand is a network of associations in people’s heads ?
  27. 27. BRANDING DISSECTED
  28. 28. brand personality communication behavior appearance
  29. 29. brand personality communication behavior appearance product information newsletters social media posts
  30. 30. Storytelling = telling the story of your brand = giving your brand a personality good examples can be found in car brands, Red Bull, …
  31. 31. Persuasive design = “Trick” the customer
  32. 32. Tone of voice & copy = personality
  33. 33. brand personality communication behavior appearance product information newsletters social media posts storytelling persuasive design tone-of-voice & copy use of channels (mobile, social, …) assortment pricing & promotions
  34. 34. run that extra mile
  35. 35. Bring added value = advice, build a community and relationship, trigger emotions
  36. 36. CASE : BEACONS Beacons enhance the shopping experience in the store. These beacons allow store-owners to build specific targeted offers to their clients. ! Selected products or shelves can send out a signal to a certain profile of visitors. This visitor is then triggered with a call- to-action to respond to it.
  37. 37. Customer service = be there for your clients at every step of the experience (touchpoint marketing)
  38. 38. Staff touch points
  39. 39. brand personality communication behavior appearance product information newsletters social media posts storytelling persuasive design tone-of-voice & copy use of channels (mobile, social, …) assortment pricing & promotions product photography fonts store-layout customer service added value
  40. 40. Break the rules = try to be different and remarkable
  41. 41. Put it in the details = all communication has to respect the brand personality
  42. 42. CASE : COOLBLUE Coolblue can be considered one of the best webshops in Belgium at this moment. They manage to use every opportunity to talk to their clients. ! From the website which is well constructed, through the very recognizable blue packages, the follow- up e-mails and the no-nonsense customer service, they manage to build an outstanding customer experience.
  43. 43. brand personality communication behavior appearance product information newsletters social media posts storytelling persuasive design tone-of-voice & copy use of channels (mobile, social, …) assortment pricing & promotions product photography fonts store-layout break the rules details
  44. 44. BRAND PERSONALITY ATTRACTS CUSTOMERS TO A BRAND - CONVERSION !
  45. 45. BECOME A LOVEBRAND
  46. 46. THE (DIGITAL) FUTURE OF MARKETING huge challenges ahead
  47. 47. TOUCHPOINT MARKETING
  48. 48. Every interaction is an opportunity to sell yourself. ! Marketing isn’t limited to nice advertisements, a good- looking website and a cool logo. ! Marketing happens when a shopper steps through the front door of your shop, it happens when he visits the website, when he asks a question on the phone, when he receives a package at home.
  49. 49. Every interaction is an opportunity to sell your product. ! Every touchpoint with the client can be an indirect sales opportunity. ! Ideas like a Facebook-webshop or coupons through SnapChat can be part of the brands eco-system.
  50. 50. Good experience = generous clients
  51. 51. SHOPPING EXPERIENCE CUSTOMER
 DATA (“big data”) PERSONALIZED DEALS
  52. 52. BEWARE = big data is only useful when it’s SMART data
  53. 53. QUESTIONS / REMARKS ?
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