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Digital Business Acquisition: How to Perform?

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Digital Business Acquisition: How to Perform?

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With web giants leading the pack, marketplaces growing exponentially and DNVBs that keep raising the bar, how can your company improve, its digital acquisition performance? That's the very topic of this study and applies to both B2C and B2B!

With web giants leading the pack, marketplaces growing exponentially and DNVBs that keep raising the bar, how can your company improve, its digital acquisition performance? That's the very topic of this study and applies to both B2C and B2B!

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Digital Business Acquisition: How to Perform?

  1. 1. AGENDA 01 / Online business in 2020 02 / Understanding your consumer 03 / Defining & deploying your acquisition strategy 04 / In a nutshell
  2. 2. 01 / ONLINE BUSINESS IN 2020
  3. 3. In the beginning of 2020, online business continued to skyrocket 01 / ONLINE BUSINESS IN 2020 4 636 Bns € 150 Bns € Sales figures for B2B markets (Europe) Sales figures for B2C markets (Europe) + 14,2% compared to 2019 + 15% compared to 2019 Source: Fevad, 2020
  4. 4. A “boom” from the consumers side 01 / ONLINE BUSINESS IN 2020 5 67% of Europeans (578 Million people) buy online Numerous. 98% of e-buyers (in France) are satisfied with their purchases of the last 12 months Satisfied. 48,5% of purchasers bought online during the last month Recurring. Source: Fevad, 2020
  5. 5. Online business stakeholders: who are they? How are they organized? How well do they perform?
  6. 6. 7 Online business: who are the main stakeholders? Retail & Marketplaces Digital platforms selling services & products from other brands « Traditional » brands developping their own e-shop Digital-native brands with e-shops as their core business and main (often unique) source of revenue… Classic brand DNVB 01 / ONLINE BUSINESS IN 2020
  7. 7. 8 Retail & Marketplaces: the Leaders 01 / ONLINE BUSINESS IN 2020 Marketplaces / online retailers are dominating the market. In France, 5 websites are on top of the game: Amazon, Fnac, Cdiscount, Veepee & Leclerc… and they are all marketplaces or retailers. For brands, they represent an additional source of revenue, if not their main online source of revenue. Of French small to middle size businesses sell products on marketplaces 1/3 for 63% of these small to middle size French businesses selling products on marketplaces +10% of revenue Source: Fevad, 2020
  8. 8. 9 Classic Brands: the Opportunists 01 / ONLINE BUSINESS IN 2020 There are 2 types of brands in this category: Click & mortars: Trough an e-commerce or their own networks, click & mortars sell their products and services. They sometimes use marketplaces & retailers as well. Bricks & mortars: They are active on their digital platforms (website, social networks, …) but do not sell their products online, counting on the strengths of marketplaces & retailers to do so. For these established brands, Internet is just a new opportunity to develop business, by driving traffic to their point of sales or to an online shop for example.
  9. 9. 10 DNVB: the Talented ones 01 / ONLINE BUSINESS IN 2020 DNVB (digital native vertical brands) are, of course, born digital, and develop their business in a vertical fashion in comparison to other pure players. They adopted a « direct-to-consumer » approach by managing 100% of the relationship with their consumers (purchase, distribution, aftersales…). They also differentiate themselves thanks to their strong knowledge and expertise of web standards (social media, online purchase,…)
  10. 10. « Thanks to their ability to gather and engage an active and loyal community on a long-term basis, DNVB created their own added value. They reinvented the relationship with the customer by focusing on a more emotional connection with the community they animate and manage» Viviane Lipskier – Global Brand Strategist
  11. 11. But that was until a major event impacted everything…
  12. 12. E-commerce’s black swan COVID-19
  13. 13. New life-rhythm adaptation 01 / ONLINE BUSINESS IN 2020 14 Direct consequences for consumers Lockdown & social distancing + %* From lockdown’s 1st week No more in-store shopping of Americans consumers tried at least 1 new online brand during the pandemic and will renew the experience %* Purchase criterion: Price of online traffic in France. DNVB enjoy a traffic-growth thanks to new audiences from former Brick-and- mortars consumers who increase their digital consumption. st* *Sources in Appendix
  14. 14. Everybody now purchases online! 01 / ONLINE BUSINESS IN 2020 15 Boomers 1946 - 1965 Digital Immigrants 1966 - 1980 Millennials Digital Natives 1981 - 1995 Digital Born From 1995 and onwards +150% are now buying more online than in store +66% of online purchase comparing to the same period in 2019 56% bought from other online brands for the first time and want to keep on purchasing that way. buy more often online 16% 25% Increased their online cart value
  15. 15. 16 Some win, some lose… Retail & Marketplaces Marque classique DNVB (digitally native vertical brands) 01 / ONLINE BUSINESS IN 2020 Huge loss, due to shops being closed More than 2,4 millions households ordered for the first time on Amazon during the lockdown. Low impact on business, compared to traditional brands
  16. 16. 17 For classic brands, it is not about opportunities anymore, it’s about survival 01 / ONLINE BUSINESS IN 2020 Biggest losers of the pandemic, the classic brands have now become rather fragile: Clicks & Mortar are now facing more and more competition: other C&M and marketplaces are now vampirizing their businesses and DNVBs are already one step ahead. Bricks & Mortar, are even more at risk: after important losses, they are now even more reliant on marketplaces & retailers. To survive and be resilient to new potential crisis, they do not have any other choice than speed up their digitalization process.
  17. 17. 18 Digital sovereignty: a major stake 01 / ONLINE BUSINESS IN 2020 Digitalization will inevitably confront classic brands to other “players”, who are direct threats for their business or their branding. Thus, it is vital for them to manage to meet their audience successfully on digital platforms. Marketplaces are a threat because they are branding destructors, even if they represent an effective source of revenue for classic brands. Products and services are aligned among many others similar products, and classic brands rely more and more on their investments on these platforms. Whatever the business, it is necessary to have an ecosystem dedicated to their brand, products and services.
  18. 18. By using technology, people’s reviews and algorithms, we can destroy that premium price tag that brands have applied consistently with all their advertising, and all these things like packaging, shelves spaces and in-store promotions… We can go after that. It really doesn’t add any value anymore. We can destroy it with our software and start sucking out the margin away from brands and give it back to you, the consumer. SCOTT GALLOWAY Professor of Marketing, NYU Stern & Founder, Section4 About Amazon and its threat for brands
  19. 19. But this acceleration in businesses digitalization will only be sustainable if they manage to effectively reach their consumers...
  20. 20. Short and long-term stakes to perform digitally: 01 / ONLINE BUSINESS IN 2020 21 ADAPT DEPLOY UNDERSTAND INTEGRATE the changes in targets’ behaviors on the Internet the evolution of Internet, new usages & ways of consumption the customers journeys to meet these new habits and expectations the right message, at the right place in the customers’ journeys and precisely at the right moment
  21. 21. This new decade starts with new challenges 22 01 / ONLINE BUSINESS IN 2020 BRICKS & MORTARS CLICKS & MORTARS How to emerge on digital, despite having multiple competitors already well settled and an urging deadline? How to take up the fight against direct competitors and succeed in transforming digital in a powerful and sustainable business lever?
  22. 22. 02 / UNDERSTANDING YOUR CONSUMER
  23. 23. Consumers (and their data): at the core of everything 02 / UNDERSTANDING YOUR CONSUMER 24 / One of pure players and DNVB’s main asset is their perfect knowledge of their targets on digital mediums. They built this advantage thanks to a deep analysis of their customer’s purchasing paths and the data they collected during their development. / Digitalizing products and services is not be enough, though. To perform, an accurate understanding of your consumers’ habits and behaviors is key.
  24. 24. … and in the center of your acquisition strategy 02 / UNDERSTANDING YOUR CONSUMER 25 Define your targets personae Build your different customer journeys In digital as well as in « traditional » marketing: you must know and understand your target habits and behaviors in a given environment. Identify and understand your consumer
  25. 25. UNDERSTANDING YOUR CONSUMER
  26. 26. A wide and eclectic scope of Internet users As society evolves consumers’ behaviors and ways of consumption evolve as well. Today, consumers are constantly changing as they are fed with new technologies and possibilities. They develop new needs, new expectations but also new behaviors. 27 02 / UNDERSTANDING YOUR CONSUMER
  27. 27. Understanding your consumer means enriching your knowledge 28 Interviews/consumers tests Socio- demographical data Data from your own digital ecosystem Business Data Studies 02 / UNDERSTANDING YOUR CONSUMER / To analyze your consumers’ behaviors on digital, you can rely on multiples data sources. / These different data sources will help you study your target from various point of views: ▪ Globally, from a society perspective ▪ Or through specific bias (your market, your product, your brand, …) Owned data Global Data
  28. 28. 02 / UNDERSTANDING YOUR CONSUMER 29 … Understanding your digital ecosystem / Your digital ecosystem can help you identify key elements about your targets. / There are many types of data you can already collect in your own ecosystem. They can help you to: ▪ Identify your consumers behaviors within your ecosystem ▪ Evaluate their browsing experience in your ecosystem. OWN DATA
  29. 29. Focus on behavioral analysis 02 / UNDERSTANDING YOUR CONSUMER UNDERSTAND BETTER TO CONVERT BETTER / What are your targets’ behaviors when browsing your landing pages? What kind of contents attract their attention on your home page? / In addition to traffic analysis, behavioral analysis brings you key information and powerful data about your targets behaviors when they are on your website. / Through the implementation of third-party tools (mouse tracker, heatmaps…) that allow you to analyze your users’ browsing habits, it will be possible to detect friction points on your website. 30
  30. 30. 02 / UNDERSTANDING YOUR CONSUMER 31 USER TESTS … Question your consumers to sharpen your understanding INTERVIEWS GROUP FOCUS Do not miss the opportunity of asking for consumers’ opinions! There are different ways to get feedback from your users on their digital experience that will allow you to clearly identify areas for improvement in your digital ecosystem. OWNED DATA
  31. 31. Focus on user tests 02 / UNDERSTANDING YOUR CONSUMER NOTHING BEATS FIRST-HAND DATA / These tests will highlight issues you consumers might experience but also their reactions in real conditions, reasons for abandonment,… The Project stakeholders will have to address these highlights and will maybe understand even better the way to improve after this test. / Users tests can be done in person, but also remotely! Numerous tools allow these tests to be carried out remotely, while ensuring a qualitative experience for the testers. 32
  32. 32. Socio-demographics data for optimum adaptation Digital Born 33 Millenial Digital Natives Digital Immigrants 02 / UNDERSTANDING YOUR CONSUMER 75% of Zoomers have bought online through an influencer 92% of Millenials are showroomers Each generation has its own particularities: 80% of Baby Boomers act ROPO* *Research Online, Purchase Offline. GLOBAL DATA
  33. 33. Sector data and information to identify future trends 02 / UNDERSTANDING YOUR CONSUMER 34 115Billions of €, in 2020 : E-commerce sales +16% Growth for e-commerce in the world +13,4% Shares of e-commerce in retail, in France Example here with e-commerce data: Source : fevad, 2020 GLOBAL DATA
  34. 34. 02 / UNDERSTANDING YOUR CONSUMER 35 To nurture your reflexion, numerous studies are being released on a regular basis. They can help you gather key information and insights to improve your understanding of your market and the targets you want to reach. Studies to nurture your reflexion GLOBAL DATA
  35. 35. DEFINE PERSONAE
  36. 36. The persona, your reference 02 / UNDERSTANDING YOUR CONSUMER 37 / The persona allows you to highlight the expectations and frustrations your targets are experiencing with your products / services. / Based on the data your collected and analyzed, the persona gathers several key datas regarding your targets’ behavior conditioned by their age, their job or their personal life, for example. / The persona is like an archetype of a client or prospect that your company is seeking to reach. It allows to answer multiple questions as what are their needs? Their everyday struggles? Does your company provide an answer/solution to their expectations?
  37. 37. What information should you collect for creating your persona? 02 / UNDERSTANDING YOUR CONSUMER 38 Personality Usage Biography Objectives Challenge In a few words, who is he/she? What does he/she want? What does he/she expect? Challenges you might face when trying to convert this type of target into a customer What’s his/her profile? What type of consumer is he/she? What are his/her habits regarding internet consumption and usage?
  38. 38. Focus on two specific cases 02 / UNDERSTANDING YOUR CONSUMER 39 Persona N°1 - Lise Persona N°2 - Albert Car purchase Looking for logistics partners
  39. 39. PROFILE OBJECTIVES CHALLENGES Lise is an active mother who works as an accountant in a major corporation. She commutes everyday from the rural area to the city center. She is uncertain about her next car purchase and looks for information. Age : 30 Gender: Female Status: Married, two children Location : Luxembourg Job : Accountant Persona n°1 Lise / Find the perfect vehicle for her hybrid lifestyle. / A reliable car brand to commute with piece of mind. / Has biased opinions on French car brands / Doesn’t want to spend too much energy in finding answers, seeks advice / Is looking for making a quick purchase Introvert Rational Analytic Patient Extrovert Emotional Creative Impatient PERSONALITY USAGES Desktop Mobile Facebook Instagram SOCIAL LinkedIn Twitter TikTok
  40. 40. PROFILE OBJECTIVES CHALLENGES Albert is a Logistics Manager in a major industrial corporation. Following a breach of contract, he now seeks a new service provider to manage the logistics and delivery of his products in Europe. Age: 37 Gender: Homme Status: In a relationship Location: Marseille Job: Logistics Manager Persona n°2 Albert / Finding a new logitistics service provider / Establish a long-term relationship / A stakhanovist at heart, he expects the same behavior from his future service provider. / He is extremely distrustful towards sales people / He is very difficult to reach because of the amount of time his work requires from him Introvert Rational Analytic Patient Extrovert Emotional Creative Impatient PERSONNALITY USAGES Desktop Mobile Facebook Instagram SOCIAL LinkedIn Twitter TikTok
  41. 41. Once this first step of identification is clear, it is now important to understand their digital journey
  42. 42. DEFINING CUSTOMERS’ JOURNEYS
  43. 43. Understanding their journey to draw your own 02 / UNDERSTANDING YOUR CONSUMER 44 / Designing your Customer Journey is an extremely important step when establishing your online visibilty strategy: it allows to find and define the key touch points in your targets’ journey / It also allows you to detect different friction points in your ecosystem and potential opportunities to efficiently reach your targets.
  44. 44. Before defining customers journeys, let’s first define the key stages of conversion
  45. 45. Customer Journey Stages Awareness First stage in the Customer Journey: it’s the higher part of the conversion funnel where users identify an issue or a need to fulfill. Interest Following the first stage, the user got in touch with your brand thus, his/her maturity towards your brand has increased: his/her problem or need is now identified and he/she now seeks for more information before he/she wants to take further actions (or not).
  46. 46. Consideration The user now is in “purchasing mode”. He/she makes comparisons, some research, reads reviews on your brand before the purchase act. Acquisition This is the final stage. Will the user subscribe to your services or purchase your product?
  47. 47. Advocacy Your prospect now client, what did he think about his/her purchase experience?
  48. 48. How to build an efficient customer journey? 02 / UNDERSTANDING YOUR CONSUMER 49 First we recommend creating a « board » that will compile these specific datas and information: Consumers expectations Touchpoints & Channels Feeling Map Pain Points Depending on your persona, what’s his/her current state of mind? Is he/she excited? Stressed? Anxious? What pain points have you identified in your ecosystem? At this stage, what are the things your persona expects you to deliver? With which touchpoints or channels your persona can get in touch with your company?
  49. 49. Now we created our personae (Lise & Albert), we can start thinking about their individual customer journey and aim for conversion
  50. 50. PERSONNALITÉ OBJECTIFS CHALLENGES THE JOURNEY TOUCHPOINTS & CHANNELS ADVERTISING SEO SOCIAL MEDIA SITE & BLOG (OWN) MEDIA E-MAILING OTHERS FEELING MAP PAIN POINTS AWARENESS INTEREST CONSIDERATION ACQUISITION ADVOCACY Google request What type of vehicle for both city and countryside use? Turbo.fr « CROSSOVER, SEDAN, COMPACT WHAT VEHICLE SHOULD I CHOOSE? » Sponsored Google Request « 2020 best crossovers » Manufacturer site Landing page: Discover the all-new 500X Urban Crossover Facebook –Auto-Moto Comparison video of many different SUV/Crossovers Site d’avis « Discover the review and ratings of the 500X Urban » Requête Google Sponsorisée « CRÉDIT FINANCEMENT AUTO» Site Constructeur Landing page: Discover the all-new 500X Urban Crossover E-mailing « Share your opinion with the community ! » Lise wonders what type of vehicle would suit her lifestyle best. Lise seeks information on SUV from differents car brands. Lise shortlisted several car models and now proceed to some comparison Lise chose the 500x Urban from Fiat, she seeks information regarding financing possibilities and test drives. Lise enjoyed her purchase experience and is looking to share her opinion No SEO presence on generic requests High rebound rate on car model landing pages No follow-up nor screening regarding reviews sites Low engagement on financing-related pages Few actions undertaken to enhance post-purchase experiences
  51. 51. PERSONNALITÉ OBJECTIFS CHALLENGES THE JOURNEY TOUCHPOINTS & CHANNELS ADVERTISING SEO SOCIAL MEDIA SITE & BLOG (OWN) MEDIA E-MAILING OTHERS FEELING MAP PAIN POINTS AWARENESS INTEREST CONSIDERATION ACQUISITION ADVOCACY Usinenouvelle.Com Reads an article on stakes in logistics and transport DISPLAY Bannering from one of Europe’s largest freight transporter Sponsored Google Request Following a request regarding a competitor’s brand Company website Goes on several websites in order to find some relevant information LinkedIn View the LinkedIn pages of the companies he shortlisted Company Website Subscribes to the newsletter of one of the shortlisted companies E-Mailing Receives an offer for a free audit of his project Albert does his routine check on medias and social medias to keep him up to date. After shortlisting several potentially good candidates, Albert is seeking for more information Albert shortlisted three companies and is seeking for even more information. Albert now shortlisted two companies that he is willing to get in touch with. Albert is very happy with the collaboration so far and is looking to share his opinion. Few visibilty-oriented campaign which lowers the brand/company’s reputation No SEA defensive campaigns Very little contents on LinkedIn, not even press related content Competitors’ technical specifications get way more attention than yours No enhancement of user- generated contents LinkedIn Shares a post on LinkedIn to tell how great this new collaboration is.
  52. 52. Now that we both now our user and the way he uses the internet, it’s now time to set up our acquisition strategy!
  53. 53. 03 / DEFINING AND DEPLOYING YOUR ACQUISITION STRATEGY
  54. 54. What levers should be deployed to convert? DEFINING YOUR ACQUISITION STRATEGY
  55. 55. Building your acquisition strategy 56 / Your acquisition strategy should rely on different levers which will allow you to reach your prospects efficiently during their whole journey / It is necessary in order to have a performant strategy to identify the type, the role and the different advantages that each lever will provide. 03 / DEFINING AND DEPLOYING YOUR ACQUISITION STRATEGY
  56. 56. Understanding the different types of levers 57 « PUSH » levers or « Outbound Marketing » « PULL » levers ou « Inbound Marketing » Push levers are levers where the message is « pushed » from the brand to the consumer in order to deviate his/her journey’s trajectory towards your ecosystem. Pull levers aim to pull your clients and prospect towards your brand, products or services. This approach requires to attract, through differents means, the user towards your webiste and your contents. 03 / DEFINING AND DEPLOYING YOUR ACQUISITION STRATEGY
  57. 57. What are the main « push» levers? 58 « PUSH » levers or « Outbound Marketing » SEA Sponsored requests on search engine Paid Media Piad digital media (display, video, native ads…) Push Interactions Interaction aiming to interupt the user’s browsing experience ( Pop-ups, notifications…) E-mailing Commercial emails aiming to engage interactioins Social Ads Ads on Social Medias 03 / DEFINING AND DEPLOYING YOUR ACQUISITION STRATEGY
  58. 58. Strengths and weaknesses of « PUSH » levers 59 « PUSH » levers or « Outbound Marketing » ✓ ROI-oriented levers ✓ Allows to deviate the user’s focus ✓ Infinite targeting and personalization possibilities ✓ Quick results × Performance depends on how much you’re willing to spend × Not so user-friendly × Possible risk of audience saturation × Variable cost depending on the type of market and competition you are facing 03 / DEFINING AND DEPLOYING YOUR ACQUISITION STRATEGY
  59. 59. What are the main PULL levers? 60 « PULL » levers or « Inbound Marketing » SEO Visibilty on organic search requests on search engines Content Content creation (articles, webinars…) dedicated to your brand, products and services Pull Interactions Interactions aiming at having users interact and engage on your website Newsletter Emails aiming at informing your prospects and clients Social Content Contents optimized for Social Medias 03 / DEFINING AND DEPLOYING YOUR ACQUISITION STRATEGY
  60. 60. Strengths and weaknesses of « PULL » levers 61 « PULL» levers or « Inbound Marketing » ✓ Allows to inform your prospects and clients on your products and services ✓ Allow to develop the visibility of your brand, your products and your services ✓ Offers a better overall user experience by delivering relevant and informative contents. ✓ Generate long-term conversions. × Very little short-term performance × Requires an important investment in the beginning, ressource-wise × Requires a close follow-up to evaluate performances 03 / DEFINING AND DEPLOYING YOUR ACQUISITION STRATEGY
  61. 61. The secret to performance: a fine mix of PUSH & PULL 62 PULL PUSH 03 / DEFINING AND DEPLOYING YOUR ACQUISITION STRATEGY PERFORMANCE To perform, you will have to combine the following levers: The PULL levers will help you develop the attractiveness of your brand among your audience for the PUSH levers to convert more easily!
  62. 62. Now that the reflexion and vision regarding your personae and profiles are all set, it is now time, for each stage, to think about your touchpoints and actions to carry in order to reach your audience effectively
  63. 63. What experience can you deliver? 03.2 – DEPLOYING YOUR ACQUISITION STRATEGY
  64. 64. Deploying your strategy based on your specific targets 03 / DEFINING AND DEPLOYING YOUR ACQUISITION STRATEGY 65 / It is now time to precisely define and choose the levers and formats that will have the greatest impact on your target audiences. / Depending on markets and targets, some formats are more efficient than others. This is where all your preliminary work will help your create the best mix of push and pull to guarantee the highest degree of performance.
  65. 65. Let’s head back to Lise and Albert’s journeys: What approach should we adopt? And what journey should we set up?
  66. 66. Car Purchase CASE N°1 - LISE
  67. 67. Key insights regarding our target 03 / DEFINING AND DEPLOYING YOUR ACQUISITION STRATEGY 68 Persona N°1 - Lise Car Purchase CHALLENGE: / Has major apprenhension regarding French car brands / Is looking for advice rather than searching by herself / Is looking for swapping her car quickly PAIN POINTS IDENTIFIED: OBJECTIVES: Finding the perfect vehicle for her hybrid lifestyle. / No SEO presence on funnel entry stages / Poor performance on landing pages / No web screening and mentions watch
  68. 68. The recommended approach for a case such as Lise’s 03 / DEFINING AND DEPLOYING YOUR ACQUISITION STRATEGY 69 Persona N°1 - Lise Car Purchase PULL LEVERS THE APPROACH / Lise is still far from her purchase action. It is then crucial to guide her in her information search process and to identify her needs and expectations. / It is when she will be ready to purchase than presence is mandatory for your brand. SEO Content Social PUSH LEVERS Paid Media Social Ads
  69. 69. Let’s see her journey and define where and how we can reach her efficiently
  70. 70. 71 At this stage, Lise is lookin for the best type of vehicle for her needs: SUV, sedan, compact? Stage 1 – Awareness 1 Lise’s journey Stage 2 – Interest Stage 3 – Consideration Stage 4 – Acquisition Stage 5 – Advocacy 2 3 4 5 03 / DEFINING AND DEPLOYING YOUR ACQUISITION STRATEGY
  71. 71. 72 Lise searches on Google: « What type of vehicle for both city and countryside? » 1 Awareness These generic types of search requests are genuine opportunities from an SEO standpoint : long-term engagement and visibility, a high ranking offers a strong visibility that could be very helpful further in Lise’s journey. Search engines SEO 03 / DEFINING AND DEPLOYING YOUR ACQUISITION STRATEGY Lise's journey
  72. 72. Focus on search engines BE ON POLE POSITION! / Search engines play a very important roles in users’ journey in general. / To ensure a good position in search results, you have to optimize your webiste based on the three pillars of SEO: ▪ Semantic: Choosing the right keywords to use when writing contents. ▪ Technique: Optimize your webiste to facilitate its indexation among search engines ▪ Linking : Generate trust and confidence from search engines by creating a network of links redirecting towards your website 73 03 / DEFINING AND DEPLOYING YOUR ACQUISITION STRATEGY
  73. 73. 74 Lise clicks on the ad to discover the content 1 Awareness SEO Content To efficiently reach Lise, it is necessary to work on a content strategy that will answer Lise’s requests in the entry stages of the funnel! Thanks to a smart media plan, you will be able to quickly benefit from positive results coming from these contents. But these results will take some time to perform depending on the keywords you chose and the competition you will be facing. 03 / DEFINING AND DEPLOYING YOUR ACQUISITION STRATEGY Lise's journey Search engines
  74. 74. Focus on tracking and follow-up KEEP A TRACE OF THEIR VISIT / Lise arrived for the first time on your blog. By accepting your cookies, she agrees to let you record a trace of her visit. / Integrating retargeting pixels on your webiste will allow you to reach these exact people later in their journey. 75 03 / DEFINING AND DEPLOYING YOUR ACQUISITION STRATEGY
  75. 75. 76 / Lise read and viewed many differents contents and website, yours among others, to see what type of vehicle could suit her needs. She seemed particularly interested in an SUV. Stage 2 – Interest 2 Lise's journey Stage 1 – Awareness Stage 3 – Consideration Stage 4 – Acquisition Stage 5 – Advocacy 1 3 4 5 03 / DEFINING AND DEPLOYING YOUR ACQUISITION STRATEGY
  76. 76. 77 Lise reads articles on SUV from different specialized press websites 2 Interest Press Website Lise's journey NATIVE ADS Bringing your ads on premium media/press websites allows you to benefit from their great reputation while reaching a highly qualified audience By delivering a native ad that redirects towards some tests of our latest SUV, for example, we can get Lise’s attention and interest! 03 / DEFINING AND DEPLOYING YOUR ACQUISITION STRATEGY
  77. 77. Focus on native Ads PERFECT CONTENT AT THE PERFECT PLACE / Native advertising is an advertising format that is perfect when trying to enhance your contents within an adapted context and environment. / By being surrounded by editorial contents from your target audiences’ favourite websites, native ads generally perform very well. 78 03 / DEFINING AND DEPLOYING YOUR ACQUISITION STRATEGY
  78. 78. 79 / Lise is now convinced an SUV is the vehicle she needs. She now has to choose between several brands and models. Stage 3 – Consideration 3 Lise's journey Stage 1 – Awareness Stage 2 – Interest Stage 4 – Acquisition Stage 5 – Advocacy 1 2 4 5 03 / DEFINING AND DEPLOYING YOUR ACQUISITION STRATEGY
  79. 79. 80 Lise watches reviews videos on YouTube 3 Consideration YOUTUBE Lise's journey Paid Media On YouTube, we can efficiently reach Lise by delivering pre-roll ads presenting the strengths of our latest SUV. Lise will be targeted by this video because we chose to deliver this ad on requests containing keywords such as « SUV » or by retargeting. 03 / DEFINING AND DEPLOYING YOUR ACQUISITION STRATEGY
  80. 80. Focus on YouTube Ads VIDEOS TO ACHIEVE PERFORMANCE / YouTube offers several targeting possibilities as well as formats that will help you enhance your brand and its messages effectively: ▪ Targeting by channels themes ▪ Targeting by interests ▪ « Custom affinity » targeting (for audiences that have already searches similar topics) ▪ Targeting by socio-demographics information ▪ Retargeting 81 03 / DEFINING AND DEPLOYING YOUR ACQUISITION STRATEGY
  81. 81. 82 Lise spends some of her free time just scrolling on Social Medias 3 Consideration FACEBOOK Lise's journey Social / To go even further, we keep reaching Lise during her browsing experience ▪ On Facebook, we can push informative contents such as videos, informations on the key features of our SUV, etc… 03 / DEFINING AND DEPLOYING YOUR ACQUISITION STRATEGY YOUTUBE
  82. 82. Focus on Facebook & Instagram Ads VERSATILE & PERFORMANT / Closely bonded together, Facebook and Instagram have become major conversion levers. / Thanks to some very advanced tactical possibilities and a large catalog of formats, it’s very easy to push very effective campaigns on both platforms. 83 03 / DEFINING AND DEPLOYING YOUR ACQUISITION STRATEGY
  83. 83. 84 / Lise has made her choice. But new or used? Where to buy? When is she going to get her car? Our objective will be to make her lean towards a new vehicle purchase. Stage 4 – Acquisition 4 Lise's journey Stage 1 – Awareness Stage 2 – Interest Stage 3 – Consideration Stage 5 – Advocacy 1 2 3 5 03 / DEFINING AND DEPLOYING YOUR ACQUISITION STRATEGY
  84. 84. 85 Lise searches on Google : « U3 used models » 4 Acquisition GOOGLE Lise's journey SEA On this type of request, with a high level of intention, it is mandatory to be on pole position! Thanks to cookies previously installed, we are able to ‘retarget’ Lise and send her towards a landing page dedicated to this particular model, right in our own ecosystem. 03 / DEFINING AND DEPLOYING YOUR ACQUISITION STRATEGY
  85. 85. 86 Lise clicks on our of our ads and is redirected towards one of our landing pages. 4 Acquisition SITE WEB SEA 03 / DEFINING AND DEPLOYING YOUR ACQUISITION STRATEGY Lise's journey The user is now on your landing page but how can we make him/her interact with the contents? You can, for example, use a chatbot that will give Lise the possibility to book a test drive at the nearest dealership. Pull Interactions
  86. 86. Focus on chatbots START THE CONVERSATION ! / Chatbots can be seen as an additionnal CTA on your website : less aggressive than an in-your-face « BUY NOW » button, it allows you, thanks to a fine narative approach, to collect key datas, and to, in fine, convert better! / Plus, some tools offer very specific conversation triggering options: the user comes from a specific SEA ad/request? Then adapt and personnalize the chatbot experience based on that very ad/request! 87 03 / DEFINING AND DEPLOYING YOUR ACQUISITION STRATEGY
  87. 87. 88 Satisfied with her recent test drive, Lise visits the brand’s website to purchase. 4 Acquisition SITE WEB 03 / DEFINING AND DEPLOYING YOUR ACQUISITION STRATEGY Lise's journey Pull Interactions Lise uses an offer configurator that allows her to get a precise offer based on the model and options she chose. She then gets an idea of the final price and her request will then be forwarded to the sales teams.
  88. 88. Focus on the conversion funnel CONVERT BETTER WITH A USER-CENTRIC APPROACH / A user who is sure to obtain a personalized offer, adapted to his/her needs will always be more inclined in sharing these informations. / Working on your conversion funnel to make less « generic » and more personalized will allow you to perform better but also to deliver an optimal user experience to your potential clients. 89 03 / DEFINING AND DEPLOYING YOUR ACQUISITION STRATEGY
  89. 89. Lise was able to ask for an offer for the model of her choice. For Lise, the final price was in her price fork. She then proceeded to exchange with the sales teams.
  90. 90. 91 / Lise is now a client. But can’t we go a step further and turn her into an ambassador of your brand to help convince more potential buyers? Stage 5 – Advocacy 5 Lise's journey Stage 1 – Awareness Stage 2 – Interest Stage 3 – Consideration Stage 4 – Acquisition 1 2 3 4 03 / DEFINING AND DEPLOYING YOUR ACQUISITION STRATEGY
  91. 91. 92 Proud of her purchase, Lise posts pictures of her brand new car on Social Medias Lise's journey – Stage 5 5 Advocacy Social Medias Social Lise’s contents can serve your communications purposes! By creating dedicated #hashtags and by monitoring mentions surrounding those hashtags, you can rely on your community’s contents to promote your brand! 03 / DEFINING AND DEPLOYING YOUR ACQUISITION STRATEGY
  92. 92. Focus on UGC (User Generated Contents) HUMANIZING THE BRAND / Your consumers talk about your products/services? Jump on the opportunity! Value their contents! / More than enhancing your brand image, it will help you with content creation. UGC can play a lead role in the purchasing process. Based on the « Shopper Expérience Index » released by Bazaarvoice, we see an increase of 136% when consumers see UGC on their mobiles!. / The key is to be able to monitor and follow the mentions and hashtag surrounding your brand’s ecosystem. 93 03 / DEFINING AND DEPLOYING YOUR ACQUISITION STRATEGY
  93. 93. Searching for a new logistics partner CASE N°2 - ALBERT
  94. 94. Key insights regarding our target 03 / DEFINING AND DEPLOYING YOUR ACQUISITION STRATEGY 95 Persona N°2 - Albert Searching for a new logistics partner CHALLENGES: / Albert is very demanding / Has apprehension towards sales teams / Hard to reach – very busy PAIN POINTS IDENTIFIED: OBJECTIVES: • Finding a new logistic partner • Establishing a long term relationship / Very little content / Strong competition on paid levers / Lack of attractiveness from available alternatives
  95. 95. The right approach for Albert 03 / DEFINING AND DEPLOYING YOUR ACQUISITION STRATEGY 96 Persona N°2 - Albert PULL LEVERS THE APPROACH / Albert is very demanding and doesn’t like sales teams that much. We will have to convince him with some very relevant and highly valuable contents. / We have very few options at our disposal to reach and convince him. It is important to adopt the right tactique straight away. Pull Interactions Content Social PUSH LEVERS Social Ads PUSH Interactions E-mailing Searching for a new logistics partner
  96. 96. 97 Albert doesn’t know us yet. We need to make him aware of who we are and what services we provide to raise Albert’s interest towards our company. Stage 1 – Awareness 1 Albert's journey Stage 2 – Interest Stage 3 – Consideration Stage 4 – Acquisition Stage 5 – Advocacy 2 3 4 5 03 / DEFINING AND DEPLOYING YOUR ACQUISITION STRATEGY
  97. 97. 98 Albert scrolls his LinkedIn feed between two meetings. 1 Awareness Albert is an interesting profile for us because of his position and the company in works in. We can set up LinkedIn campaigns aiming at making him discover our brands and our editorial contents for example. LINKEDIN Social 03 / DEFINING AND DEPLOYING YOUR ACQUISITION STRATEGY Albert's journey
  98. 98. Focus on the LinkedIn targeting options UNIQUE OPPORTUNITIES / As the leader professional Social Media, LinkedIn offers advertisers the means to reach and convince highly qualified audiences thanks to very specific targeting options: ▪ Location ▪ Name, industry, company size ▪ Job title, position, seniority ▪ Study field, degrees… ▪ Interests ▪ Look-a-like audiences and retargeting 99 03 / DEFINING AND DEPLOYING YOUR ACQUISITION STRATEGY
  99. 99. 100 Albert starts thinking more and more about his future logistics partner : he begins his research. Stage 2 – Interest 2 Albert's journey Stage 1 – Awareness Stage 3 – Consideration Stage 4 – Acquisition Stage 5 – Advocacy 1 3 4 5 03 / DEFINING AND DEPLOYING YOUR ACQUISITION STRATEGY
  100. 100. 101 2 Interest LINKEDIN Albert's journey 03 / DEFINING AND DEPLOYING YOUR ACQUISITION STRATEGY After screening the market, Albert takes a couple of minutes to browse his LinkedIn feed. Social Ads Already exposed to our contents, we can now go a step further with Albert and start collecting some key data in order to better retarget him in the future. How about a white paper on logistics stakes in a post-covid society? Only accessible through a Lead Forms ad that will help us gather key datas on Albert.
  101. 101. Focus on rich contents GIVE YOUR JOURNEYS MORE VALUE / White papers, studies, webinars, infographics… these contents can value your expertise and are effective baits to attract your target audiences’ interest and collect key datas on them. / Nevertheless, don’t forget this rule: « Content is king but context is god ». The effectiveness of these contents only applies if they are delivered in the right context, at the right place and, especially, to the right person. 102 03 / DEFINING AND DEPLOYING YOUR ACQUISITION STRATEGY
  102. 102. 103 2 Interest LINKEDIN Albert's journey 03 / DEFINING AND DEPLOYING YOUR ACQUISITION STRATEGY After screening the market, Albert thanks a couple of minutes to browse his LinkedIn feed. Social Ads Now he’s been in touch with our contents, we can now go a step further with Albert and start collecting some more datas in order to better retarget him in the future. How about a white paper on logistics stakes in a post-covid society by using Lead Forms ads? Albert download the white paper thus giving us key information like his email, his company and his position for example.
  103. 103. 104 / Albert identified some company that suit his logistics needs. But which ones will he shortlist? Stage 3 – Consideration 3 Albert's journey Stage 1 – Awareness Stage 2 – Interest Stage 4 – Acquisition Stage 5 – Advocacy 1 2 4 5 03 / DEFINING AND DEPLOYING YOUR ACQUISITION STRATEGY
  104. 104. 105 3 Consideration SITE WEB Albert's journey 03 / DEFINING AND DEPLOYING YOUR ACQUISITION STRATEGY After reading our white paper, Albert visits our website. Albert browse our website and search for information on our company, our expertise, our clients, our history… To appear as the ideal candidate, we need to value our expertise with very relevant contents. For example, we could offer Albert a live demo session of our technical platform. Pull Interactions
  105. 105. Focus on interaction FOSTER INTERACTION ON YOUR WEBSITE! / One of the best ways to improve your website’s performance is to develop the experience it delivers: give the user opportunities to interact in order to give him a more personalized and more adapted browsing experience! / This can be applied in several ways: special contents, particular formats… that can be identified and defined when working on your customers journeys. 106 03 / DEFINING AND DEPLOYING YOUR ACQUISITION STRATEGY
  106. 106. 107 / Albert has shortlisted two companies. Who’s going to win? Stage 4 – Acquisition 4 Albert's journey Stage 1 – Awareness Stage 2 – Interest Stage 3 – Consideration Stage 5 – Advocacy 1 2 3 5 03 / DEFINING AND DEPLOYING YOUR ACQUISITION STRATEGY
  107. 107. 108 4 Acquisition Webiste Albert's journey 03 / DEFINING AND DEPLOYING YOUR ACQUISITION STRATEGY Albert watched the live demo schedulded on the technical platform Albert has watched our live demo. We had defined three email re-contact schemes following this webinar E-Mailing Watchtime <20% Watchtime < 70% Watchtime > 70% « Don’t have time? See the replay here! » « Some things weren’t clear enough? Let’s chat about it! » « We have an offer for your company, Albert! »
  108. 108. Focus on push e-mailing DRAW TACTICAL SCENARI THAT PERFORM / Most of the emailing solutions allow you to draw specific scenari based on the browsing patterns and behaviours of your target audiences. / Based on these patterns and criterions, you can trigger specific scenari to better convert! 109 03 / DEFINING AND DEPLOYING YOUR ACQUISITION STRATEGY
  109. 109. Albert had not seen the whole demonstration due to some lack of understanding. Thanks to the emailing campaign, he had the opportunity to discuss freely with a sales representative about his company’s stakes, needs and finally chose to sign the contract with them!
  110. 110. 111 / Everything is going well with Albert’s new service provider. How can this good business partnership be valued? Stage 5 – Advocacy 5 Albert's journey Stage 1 – Awareness Stage 2 – Interest Stage 3 – Consideration Stage 4 – Acquisition 1 2 3 4 03 / DEFINING AND DEPLOYING YOUR ACQUISITION STRATEGY
  111. 111. 112 5 Advocacy Albert's journey 03 / DEFINING AND DEPLOYING YOUR ACQUISITION STRATEGY Albert writes reviews based on his experience with his new service provider. Let’s take this opportunity to offer Albert the possibility to share his opinion on the company’s TrustPilot page with an emailing campaign. This review will boost the company’s SEO ranking. E-Mailing
  112. 112. Focus on users reviews NEVER NEGLECT USERS REVIEWS! / Whether we are talking about Google reviews or reviews on your Facebook pages, on Glassdoor, on Avisvérifiés.com, on Capterra… it is crucial to follow and monitor what’s being said on your company! / Even negative reviews should be taken into account! You’re under fire? Answer politely and keep a positive and professional attitude towards these negative reviews. 113 03 / DEFINING AND DEPLOYING YOUR ACQUISITION STRATEGY
  113. 113. 04 / IN A NUTSHELL
  114. 114. N°1 BE CONSUMER-CENTRIC. You can (almost) know everything about your consumers’ purchase journey. Be consumer-centric: create experiences that will answer all your consumers’ questions and expectations and help provide solutions to your ecosystem’s pain points. 115 04 / IN A NUTSHELL
  115. 115. N°2 BE TACTICAL. The digital medium offers various approaches and levers that are complementary. When you work on your digital acquisition strategy, think about all of your consumers’ journeys and browsing patterns and how you can adapt your strategy to create effective synergies between each of them. 116 04 / IN A NUTSHELL
  116. 116. N°3 BE DRIVEN BY PERFORMANCE. Because every lever you will exploit can be set up and optimized with ultimate accuracy, it’s up to you to define the best tactiques and approaches to adopt in order to efficiently convert. 117 04 / IN A NUTSHELL
  117. 117. And if you ever need support for optimizing your visibility and performance on digital mediums, we’re here to help!
  118. 118. 119 UX Users insights collection User-centric approach Users tests Consulting Branding Strategic planning Digital strategy Brand Protection Domain names management Domain names and sponsored ads surveillance Design Art Direction Digital & Print Animation Development Websites Intranet Mobile Apps SEO Semantical optimization Technical optimization Linking Media Targeted reputation Acquisition Engagement Interaction Special operation Game-contests Chatbots Social media Editorial Planning Community Management Influencers management Analytics & Data Tracking Reporting Data analysis Social listening Open web monitoring Crisis Management Market analysis Content Content creation Content adaptation Vanksen, the one stop shop digital agency, to answer all your digital needs. 04 / IN A NUTSHELL
  119. 119. Thank you Feel free to contact us if you have any question! Cécile Lorenzini PARTNER clorenzini@vanksen.com Author: the Vanksen Consulting Team
  120. 120. APPENDICES
  121. 121. Sources APPENDICES 122 Slide Number Sources Slide 14 & 15 https://www.lsa-conso.fr/coronavirus-les-chiffres-de-l-impact-du-confinement-dans- l-e-commerce-par-secteurs,344250 https://www.emarketer.com/content/expect-7-4-million-new-digital-buyers-2020- pandemic-alters-behaviors https://nrf.com/blog/how-covid-19-impacting-boomers-shopping-behavior

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