The Evolving Customer Journey - OMS Phoenix May 2010

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As the lines between traditional and digital media are blurring, the customer's journey from awareness to purchase is much more complicated by more touch points between brands and consumers than ever …

As the lines between traditional and digital media are blurring, the customer's journey from awareness to purchase is much more complicated by more touch points between brands and consumers than ever before - they're overlapping, non-linear and all together they make up the picture the consumer has of your brand. This session demonstrates consumer interaction with your brand across various channels culminating in tactics you can employ to ensure brand perception and engagement.

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Transcript

  • 1. The Evolving Customer Journey
  • 2. Who am I?
    Social Media Manager at Off Madison Ave (@offmadisonave)
    Consumer and social media aficionado nerd (@ktvan)
    Digital native – online since age 12 13
  • 3. I saw this great video on YouTube the other day…
    http://www.youtube.com/watch?v=ql-N3F1FhW4
  • 4. Later I saw this ad and figured out it was the same family from YouTube
  • 5. Got on my laptop to search for Toyota Sienna and see what else there was on this family.
    Went to YouTube to see if there were more funny videos…
  • 6. Oh here it is! Same videos and family I was looking for. The whole channel is dedicated to this. Wonder if there’s anything more on the Facebook page…
  • 7. Cool! Here’s exactly what I was looking for – Facebook personality is just like the videos…
  • 8. The path I took wasn’t linear like our traditional purchase funnel. I bounced around from place to place. Toyota kept me going because each place I went fit with the others, but could also stand on it’s on. I never got lost.
  • 9. Possible Brand Touch Points
  • 10. Brands Think Like This
    TV
    Digital Media
    Social Media
    Outdoor
    Print
    Mobile
    Radio
  • 11. Consumers See It Like This
  • 12. Brand Interactions Look Like This
  • 13. Forget Website Design – we need Webpresence design
  • 14. We think it’s aboutTraditional Media Vs. New Media
  • 15. But really it’s about
    Traditional Media + New Media
  • 16. 60% of Americans surf the internet while they watch TV
    The amount of time they spend online while watching TV is up 34% from last year
    During the Olympics, 40% of online panelists were on Facebook.
  • 17. Let’s try another story. This time I saw this ad first. I love Mike Rowe so I go to find more online…
  • 18. I try Facebook first because I was already on it while watching TV…he’s not here
  • 19. Maybe YouTube?
    Where is he?
    Stuck in one tiny playlist up there…
  • 20. Ohh…he’s only on the microsite that they made. If I don’t follow the specific path they want me to I can’t find it.
  • 21. From the microsite I click videos but instead of going to YouTube I get here where I can’t share…unless I’m technical enough to embed…how do I embed on Facebook?
  • 22. It’s not just TV and Internet….
    45 million US cell phones are smart phones. That’s 17%.
    30% of mobile users use the browser while only 28% use apps.
    38% of people say mobile ads/info based on location make them more likely to act.
  • 23. I’m on vacation and want to find somewhere to eat. We ask the front desk and they give us a recommendation…
  • 24. Look it up on my phone on Yelp – looks good but when I go to the site it won’t work on my phone so I can’t see the menu.
  • 25. So I search again and find one I CAN see.
  • 26. Cool! Sign up and get a coupon in my email – email continues the same branding and messaging.
  • 27. Go to the restaurant and check-in – people leave tips about the email deal
  • 28. And now that social info I put in from the location is searchable…
    Social media is taking up some of the most valuable search engine result page spaces:
    Real time updates can take up space above the fold.
    Videos and images fill the first page of results.
    Results from the users’ own social network can take up space below the fold.
    In fact social sites themselves are being used for search – YouTube is now considered the second largest search engine after Google itself. Facebook has introduced web search through it’s platform and Twitter search provides people with the most up-to-date news.
  • 29. So what if I search for your brand? Will that be consistent? When I look at recent results they’re almost all Tweets
  • 30. So say I get to your Twitter page first – pretty bland, doesn’t look like there’s a big promo
  • 31. But when I go to your site there is.
  • 32. And it’s on Facebook.
    Why not Twitter?
  • 33. Don’t get frustrated! I know it sounds like I’m saying you need to be everywhere all the time
    But I’m not – I’m saying you need to be where your customers are and be consistent across those channels. Everything needs to stand alone, and work together so no matter what touch point I start at I can find the others, and not feel lost.
  • 34. Mapping YOUR Customers’ Journey
    Ask them
    Surveys
    Social Listening
    Technographic studies + demographic assumptions
    Track them
    Web Analytics
    CRM
    Email Mining (Rapleaf, Flowtown)
    Test them
    Discounts
  • 35. Shaping YOUR Customers’ Journey
    Links
    Order by importance
    Cross-link Networks
    Promotions
    Mention in commercials
    In-store signage
  • 36. Q&A
  • 37. Slideography:
    Nielson Three Screen Report (Mar 2010)
    eMarketerMobile Audience Insights Report: Q1 2010 (May 2010)
    MarketingCharts.comTop Mobile Content Usage (Mar 2010)
    comScoreFebruary Marketshare Data (Feb 2010)
    comScoreOctober 2009 US Search Rankings (Oct 2009)
  • 38. Photo Credits(in order of appearance)
    ADoseofShipBoy (Flickr) - confetti
    Hawkin Kings (Flickr) – iPhone
    LGEPR (Flickr) – TV
    Search Engine People Blog (Flickr) – Laptop
    Cote (Flickr) – Laptop2
    Jose and Roxanne (Flickr) – Front desk
    Piez (Flickr) – Cat
    Norman B. Leventhal Map Center at the BPL (Flickr) - Map