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Building A Successful Digital Customer Journey

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An overview of the mindset and elements to build a successful digital marketing strategy and compelling consumer journey with an effective conversion funnel.

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Building A Successful Digital Customer Journey

  1. 1. MIEL VAN OPSTAL & VINCENT KNECHT | NOVEMBER, 2016 BUILDING A SUCCESSFUL DIGITAL CUSTOMER JOURNEY
  2. 2. linkedin.com/in/mielvo @coolz0r Hello! @vincentknecht linkedin.com/in/vincentknecht
  3. 3. Today’s Digest: • The Marketing Mindset • Personalized Process Automation • Responsive Customer - & Conversion Journeys • Intelligent Data Management, Smart Data Collection • Inbound Marketing Strategies • Customer-Centric Content • SMART Brand Interaction • Marketing Automation
  4. 4. MINDSET
  5. 5. AMBITION
  6. 6. PROCESS
  7. 7. RESULTS
  8. 8. SAVED-YOU-A-CLICK CONVENIENCE
  9. 9. Sit With Us source PROBLEM SOLVING AS A PUBLIC SERVICE
  10. 10. source CONCIERGE SERVICES ARE THE NEXT BIG THING
  11. 11. source VIRTUAL SERVICES GOOGLE NOW AND AMAZON ALEXA ARE CLOSER THAN YOU THINK
  12. 12. The new option will enable users to register their credit card info (or use the credit card info they’ve already listed with Facebook) to make purchases without ever leaving the app. BUY IT FROM WITHIN A CHAT SAY HELLO TO CONVERSATIONAL COMMERCE
  13. 13. THE VANITY EFFECT PLEASES THE SELFIE GENERATION
  14. 14. source OUR NEXT GENERATION OF IN-APP EXPERIENCES IS ALREADY HAPPENING IN CHINA
  15. 15. PERSONALITY
  16. 16. HOW WELL DO YOU LEARN ? HOW EAGER ARE YOU TO DISCOVER? HOW GOOD DO YOU LISTEN? HOW SOLID ARE YOUR PROCESSES? CURIOSITY
  17. 17. HOW FLEXIBLE IS YOUR THINKING ? HOW MANY METHODS DO YOU APPLY? HOW BROAD IS YOUR CONTEXT? HOW RICH IS YOUR TOOL KIT? CREATIVITY
  18. 18. HOW GOOD DO YOU ANALYZE ? HOW RELEVANT IS YOUR INFORMATION? HOW ACCURATE ARE YOUR NUMBERS? HOW QUICK CAN YOU GATHER INSIGHTS? DATA
  19. 19. DOING GOOD THINGS IN A RUTHLESS SOCIETY SPREADS LOVE
  20. 20. viv.ai
  21. 21. http://www.huffingtonpost.com/entry/app-lets-you-buy-leftover-food- from-restaurants-and-its-really-cheap_us_57aa4469e4b0ba7ed23dff1a WASTE MANAGEMENT UPCYCLING AND LOCAL INITIATIVES CREATE DEEPER CONNECTIONS
  22. 22. source INVENTIVE COMMERCIALIZED LEAN & AGILE NICHE SERVICES CAPITALIZE ON SYSTEM GLITCHES
  23. 23. ASK YOURSELF: IS THIS A WEBSITE FOR ME? OR IS IT A WEBSITE TO SERVE MY CUSTOMERS? COMPANY-CENTRIC VS CUSTOMER-CENTRIC
  24. 24. The internet is increasingly taking the form of TV, in which users surf “from channel to channel.” The difference today it that the channels are on platforms like Facebook, YouTube, Snapchat…
  25. 25. EDUCATION IS KEY FOR THE NEW CONNECTED GENERATION
  26. 26. Attract Convert Deliver Upsell ReferralEngage Nurture Shift in consumer behavior Problem? Options? Evaluate Choose/Buy Experience Complete Recommend
  27. 27. Attract Convert Deliver Upsell ReferralEngage Nurture Shift in consumer behavior Problem? Options? Evaluate Choose/Buy Experience Complete Recommend
  28. 28. ALL PROBLEMS ARE OPPORTUNITIES IN DISGUISE
  29. 29. TO REMOVE FRICTION & FRUSTRATION TO CREATE DELIGHT & SATISFACTION
  30. 30. SOLVE PROBLEMS
  31. 31. SAVE TIME / MONEY
  32. 32. CHALLENGE PATTERNS
  33. 33. SIMPLIFY
  34. 34. CONNECT
  35. 35. ROUTINE FEEDS THE ILLUSION OF SAFETY
  36. 36. MEANINGFUL CONTEXTUAL COMMUNICATION REPLACES GENERIC MESSAGES
  37. 37. With each email, we’re asking people to commit a measure of their time, and we try to be respectful of that. Fabio Carneiro, MailChimp source WE’VE REACHED THE PEAK OF CONTENT MARKETING AND ONLINE ADVERTISING
  38. 38. source
  39. 39. NO MATTER HOW MANY RAVING REVIEWS YOU PAY FOR, IN THE END YOU STILL NEED TO GET YOUR STORY STRAIGHT
  40. 40. ONLY 15% OF CONSUMERS TRUST MESSAGES PUBLISHED BY COMPANIES
  41. 41. CONSISTENCY GROWS PERCEPTION DEDICATION CREATES LOYALTY TRANSPARENCY BUILDS PURPOSE
  42. 42. THE VALIDATION OF SOCIAL MEDIA FOR BUSINESS CAN BE FOUND IN THE EXPECTATIONS source
  43. 43. MEANINGFUL CONTENT MARKETING IS THE FOUNDATION FOR SUCCESSFUL BRAND ENGAGEMENT source
  44. 44. CUSTOMER ENGAGEMENT TACTICS ARE A SIGNIFICANT ESSENTIAL PART OF YOUR CORPORATE BRAND STRATEGY
  45. 45. THE S.M.A.R.T. GOALS CLEARLY OUTLINE THE EXPECTATIONS AND ADD CORPORATE PURPOSE source
  46. 46. 4 CORNERSTONE VALUES WILL DETERMINE THE RESULTS OF SUCCESSFUL AMPLIFICATION source
  47. 47. source
  48. 48. PAID AMPLIFICATION IS COMPLIMENTARY TO THE ORGANIC PROCESS OF LEVERAGING CUSTOMER FEEDBACK source
  49. 49. DEFINING YOUR AMPLIFICATION GOALS WILL REVEAL WHICH METRICS CAN BE USED TO MEASURE SUCCESS
  50. 50. USING CRM SOLUTIONS TO CONNECT SMART DATA COLLECTED FROM DIFFERENT DIGITAL TOUCH POINTS
  51. 51. Source: Lee Odden
  52. 52. Source: GetVerde
  53. 53. BRAND EXPERIENCE IS MORE IMPORTANT THAN PRODUCTS
  54. 54. • Take-Aways for Today • Collecting and Processing Real-Time Analytics • Owning the Buffer Zone Between Your Brand and Customers • Responsive Customer - & Conversion Journeys • Inbound Marketing Strategies • From Omni-Channel to Right-Channel • Lock Your ‘Why’ & Tell The Story • Help, Serve, Cater, Supply, Educate, Share • B2B, B2C, C2B & O2O
  55. 55. linkedin.com/in/mielvo @coolz0r Much obliged! @vincentknecht linkedin.com/in/vincentknecht

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