the changing customer purchase journey - jeremy morris

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the changing customer purchase journey - jeremy morris

  1. 1. the changing customer purchase journey Jeremy Morris Head of Direct Marketing, Orange UK
  2. 2. customer journeys are changing
  3. 3. social networks become no1 internet activity Social Media 85% Published Media 15% Share of all page views at the Top 1,000 Media sites, December 2007 – 2008 source: TNS Compete 2009
  4. 4. growth in conversations related to brands *Brandwatch July 2009
  5. 5. natural search listing features products
  6. 6. … and high ranking Orange problems page
  7. 7. dedicated site to customer service issues
  8. 8. importance of review sites
  9. 9. growth in video review <ul><li>Demonstrate role of peer to peer reviews </li></ul>
  10. 10. growth in voucher codes
  11. 11. including trusted online experts
  12. 12. research media varies by segment
  13. 13. online and offline interplay adds extra dimension
  14. 14. more complicated, more fragmented where do you spend your money and how do you track it?
  15. 15. online direct response focus on paid for media
  16. 16. measuring success on a last click basis search affiliates display shop last click journey clicks
  17. 17. evolving to a journey basis search affiliates display shop last click journey clicks
  18. 18. 3 priorities customer journey engagement measurement
  19. 19. understanding role of search search online for ‘I am’
  20. 20. 2 for 1 pizza voucher 5 million unique visitors a month
  21. 21. reputation management
  22. 22. 3 priorities customer journey engagement measurement
  23. 23. balloonacy
  24. 24. spot the bull
  25. 25. spot the bull
  26. 26. friend-o-meter
  27. 27. friend-o-meter
  28. 28. friend-o-meter
  29. 29. http:// unlimited.orange.co.uk
  30. 30. 3 priorities customer journey engagement measurement
  31. 31. measurement across customer touchpoints retail stores online review sites retail independents offline paid media online paid media blogs, word of mouth online shop telephone channels online independents
  32. 32. in summary <ul><li>understand customer purchase journeys </li></ul><ul><li>keep customers engaged </li></ul><ul><li>measure and keep testing to gain efficiencies </li></ul>
  33. 33. in summary
  34. 34. thanks

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