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Communicating with today's consumer (by @vrederik / Wijs)

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Communicating with today's consumer (by @vrederik / Wijs)

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Inspirational presentation on how digital has changed consumers' behavior and expectations.

"Digital has been a gamechanger for Marketing & Communication. Today's consumers expect highly personalized and relevant communication. They use a great number of tools and media. They decide for themselves what channels to use when communicating with companies and brands. Furthermore, they want this communication to be always-on, instant, and seamless."

Originally presented at Digital & The Future of Utilities (Cronos event on Oct. 23, 2014).

Inspirational presentation on how digital has changed consumers' behavior and expectations.

"Digital has been a gamechanger for Marketing & Communication. Today's consumers expect highly personalized and relevant communication. They use a great number of tools and media. They decide for themselves what channels to use when communicating with companies and brands. Furthermore, they want this communication to be always-on, instant, and seamless."

Originally presented at Digital & The Future of Utilities (Cronos event on Oct. 23, 2014).

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Communicating with today's consumer (by @vrederik / Wijs)

  1. 1. Communicating with today’s consumer
  2. 2. Warning
  3. 3. BUZZ WORDS
  4. 4. the consumer has changed
  5. 5. Question?
  6. 6. Question?
  7. 7. Decision process? supplier problem solution product old funnel = digital: online research, peers, … problem solution product supplier new funnel
  8. 8. the consumer is highly informed
  9. 9. „You pay too much …”
  10. 10. „I pay too much …”
  11. 11. the consumer still has a need
  12. 12. Decision process? = yelling supplier problem solution product old funnel problem solution product supplier new funnel = helping
  13. 13. https://wijs.be/nl/trends-inzichten/blog/detail/verhuizen-hacked-by-wijs
  14. 14. https://wijs.be/nl/trends-inzichten/blog/detail/verhuizen-hacked-by-wijs
  15. 15. = free leads ;)
  16. 16. Y U NO HERE?
  17. 17. https://wijs.be/nl/portfolio/detail/campagnestrategie-voor-switch
  18. 18. https://wijs.be/nl/portfolio/detail/campagnestrategie-voor-switch
  19. 19. https://wijs.be/nl/portfolio/detail/hans-anders-oogtest
  20. 20. the consumer expects relevance
  21. 21. I grew up deliberately watching commercials. I loved them.
  22. 22. Children today have a terrible disease … They watched too many ads. They developed banner blindness.
  23. 23. Context transforms spam into information spam advertising info less context more context Context = the way to break through the banner blindness of our customers. !
  24. 24. is for context
  25. 25. is for personalization
  26. 26. is for data
  27. 27. The Internet of Things Wearables
  28. 28. 3 main battlefields: ‣ quantified self ‣ connected car ‣ smart home
  29. 29. 3 main battlefields: ‣ quantified self ‣ connected car ‣ smart home 4 ‣ mobile! ?
  30. 30. Mobile is boring
  31. 31. ! ‣ 2009: the year of mobile ‣ 2010: the year of mobile ‣ 2011: the year of mobile ‣ 2012: the year of mobile ‣ 2013: the year of mobile ‣ 2014: the year of mobile
  32. 32.
  33. 33. Smartphones/tablets become your life companion
  34. 34. the consumer is always connected
  35. 35. Mobile is not a de vice
  36. 36. It’s a verb.
  37. 37. Mobile is freedom. Freedom to act on impulse. Freedom not to have to plan.
  38. 38. Wednesday, 9:01 am post office Ghent Wednesday, 9:04 am car in front of post office Ghent
  39. 39. the consumer is always on
  40. 40. #FOMO
  41. 41. social media usage mobile data
  42. 42. the consumer is everywhere
  43. 43. Social media is rubber-banding
  44. 44. One-to-many …
  45. 45. Many-to-many …
  46. 46. Some-to-some … tvtag
  47. 47. One-to-one
  48. 48. e very marketeer
  49. 49. Multi-channel, multi-device …
  50. 50. Don’t bring your audience to your message. Bring your message to your audience
  51. 51. RIP AIDA
  52. 52. RIP AIDA
  53. 53. RIP MARKETING SILO’S Team Brand Team Website Team Performance Team Usability
  54. 54. Social is mobile ‣ 71% of people use mobile to access social media ‣ % of time spent on social networks:
  55. 55. But …
  56. 56. But …
  57. 57. Create mobile-first, not desktop-lite. Google Source: Google, The Mobile Playbook (2nd edition)
  58. 58. Don’t stop at mobile Quantified Self Analytics Source Site behavior Device Technology User of visit World Internet of Things Time Source: http://wijs.be/nl/trends-inzichten/blog/detail/contextual-design-is-the-new-black Place Weather Movement Wearables, Connection responsive design contextual (aware) design
  59. 59. Email is mobile ‣ 51% of emails are opened on mobile ‣ Gmail: 68% usage on smartphone & tablet ‣ 75% of emails opened on mobile are likely to be deleted if not mobile-optimized
  60. 60. second screening multi screening TV is mobile
  61. 61. Search is mobile
  62. 62. Search is mobile Source: https://wijs.be/nl/trends-inzichten/blog/detail/google-adwords-mobiele-advertenties
  63. 63. Everything is mobile
  64. 64. Mobile is the glue, between online and offline. Doug Straton, Unilever Source: Nielsen’s Consumer 360 conference
  65. 65. you need to be seamless
  66. 66. Enter data. A lot of data.
  67. 67. BASICALLY START OVER.
  68. 68. = + MORE LIKE IT …
  69. 69. Conclusion The consumer: ‣ is highly informed ‣ is always connected ‣ is everywhere ‣ expects relevance ‣ expects a solution You: ‣ need to be authentic ‣ need to help ‣ need to be everywhere ‣ need to be always on ‣ need to be seamless
  70. 70. Thank you. @vrederik
  71. 71. Q? frederik.debosschere@wijs.be

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