the changing customer purchase journey Jeremy Morris Head of Direct Marketing, Orange UK

customer journeys are changing

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

growth in conversations related to brands *Brandwatch July 2009

natural search listing features products

… and high ranking Orange problems page

dedicated site to customer service issues

importance of review sites

growth in video review Demonstrate role of peer to peer reviews

Demonstrate role of peer to peer reviews

growth in voucher codes

including trusted online experts

research media varies by segment

online and offline interplay adds extra dimension

more complicated, more fragmented where do you spend your money and how do you track it?

online direct response focus on paid for media

measuring success on a last click basis search affiliates display shop last click journey clicks

evolving to a journey basis search affiliates display shop last click journey clicks

3 priorities customer journey engagement measurement

understanding role of search search online for ‘I am’

2 for 1 pizza voucher 5 million unique visitors a month

reputation management

3 priorities customer journey engagement measurement

balloonacy

spot the bull

spot the bull

friend-o-meter

friend-o-meter

friend-o-meter

http:// unlimited.orange.co.uk

3 priorities customer journey engagement measurement

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

in summary understand customer purchase journeys keep customers engaged measure and keep testing to gain efficiencies

understand customer purchase journeys

keep customers engaged

measure and keep testing to gain efficiencies

in summary

thanks