Touchpoint Marketing

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Touchpoint Marketing

  1. 1. TOUCHPOINT MARKETING customers don’t think channels
  2. 2. Kristof Drossaert Digital Strategist DigitasLBi Belgium Lector Digital Strategy 
 Karel De Grote Hogeschool Antwerpen @drostof kristof.drossaert@drostof.be facebook.com/drostof linkedin.com/in/drostof drostof.be
  3. 3. THE NEW CUSTOMER a complex journey
  4. 4. The traditional customer in a 3-step model
  5. 5. always connected
  6. 6. narrowing gap between interest & purchase
  7. 7. visual stimulation
  8. 8. peer interaction
  9. 9. The new customer external influence
 reviews, ratings, search, community, word-of-mouth, videos, product comparison Zero Moment Of Truth
  10. 10. New journeys cross-channel journeys 64%research online before buy in-store 57%research online before buy online 38%research in-store before buy online consumer research 2013
  11. 11. New journeys digital in-store experience 15%research on a mobile phone in-store 11%compared prices on a mobile device in-store 7%researched on a tablet in-store consumer research 11%bought on a mobile device in-store 2013
  12. 12. New journeys ways to engage 40%follow at least one brand 35%gave feedback through social media 12%checked-in on an event or transportation consumer research 13%used a mobile coupon 10%scanned a QR-code 2013
  13. 13. IF CUSTOMERS DON’T THINK CHANNELS THEN HOW DO I CONVERT ?
  14. 14. CONVERSION IS BRANDING brandbuilding = relationship building
  15. 15. BRANDING IN THE PAST
  16. 16. BRANDING IN THE E-COMMERCE AGE
  17. 17. WHAT JUST HAPPENED ?
  18. 18. In the race for high conversion brands generalize and use patterns simple layout and design, white background, … lead to faster page-loads
  19. 19. Conversion has become convention.
  20. 20. Conversion has become convention. …boring!
  21. 21. BRANDING IN THE FUTURE
  22. 22. How does our mind work ? MOTIVATION USABILITY FAIL WIN fun! boring but important
  23. 23. Conversion is …branding!
  24. 24. Branding is creating difference
  25. 25. Branding is creating difference …not boring!
  26. 26. a brand is a network of associations in people’s heads ?
  27. 27. BRANDING DISSECTED
  28. 28. brand personality communication behavior appearance
  29. 29. brand personality communication behavior appearance product information newsletters social media posts
  30. 30. Storytelling = telling the story of your brand = giving your brand a personality good examples can be found in car brands, Red Bull, …
  31. 31. Persuasive design = “Trick” the customer
  32. 32. Tone of voice & copy = personality
  33. 33. brand personality communication behavior appearance product information newsletters social media posts storytelling persuasive design tone-of-voice & copy use of channels (mobile, social, …) assortment pricing & promotions
  34. 34. run that extra mile
  35. 35. Bring added value = advice, build a community and relationship, trigger emotions
  36. 36. CASE : BEACONS Beacons enhance the shopping experience in the store. These beacons allow store-owners to build specific targeted offers to their clients. ! Selected products or shelves can send out a signal to a certain profile of visitors. This visitor is then triggered with a call- to-action to respond to it.
  37. 37. Customer service = be there for your clients at every step of the experience (touchpoint marketing)
  38. 38. Staff touch points
  39. 39. brand personality communication behavior appearance product information newsletters social media posts storytelling persuasive design tone-of-voice & copy use of channels (mobile, social, …) assortment pricing & promotions product photography fonts store-layout customer service added value
  40. 40. Break the rules = try to be different and remarkable
  41. 41. Put it in the details = all communication has to respect the brand personality
  42. 42. CASE : COOLBLUE Coolblue can be considered one of the best webshops in Belgium at this moment. They manage to use every opportunity to talk to their clients. ! From the website which is well constructed, through the very recognizable blue packages, the follow- up e-mails and the no-nonsense customer service, they manage to build an outstanding customer experience.
  43. 43. brand personality communication behavior appearance product information newsletters social media posts storytelling persuasive design tone-of-voice & copy use of channels (mobile, social, …) assortment pricing & promotions product photography fonts store-layout break the rules details
  44. 44. BRAND PERSONALITY ATTRACTS CUSTOMERS TO A BRAND - CONVERSION !
  45. 45. BECOME A LOVEBRAND
  46. 46. THE (DIGITAL) FUTURE OF MARKETING huge challenges ahead
  47. 47. TOUCHPOINT MARKETING
  48. 48. Every interaction is an opportunity to sell yourself. ! Marketing isn’t limited to nice advertisements, a good- looking website and a cool logo. ! Marketing happens when a shopper steps through the front door of your shop, it happens when he visits the website, when he asks a question on the phone, when he receives a package at home.
  49. 49. Every interaction is an opportunity to sell your product. ! Every touchpoint with the client can be an indirect sales opportunity. ! Ideas like a Facebook-webshop or coupons through SnapChat can be part of the brands eco-system.
  50. 50. Good experience = generous clients
  51. 51. SHOPPING EXPERIENCE CUSTOMER
 DATA (“big data”) PERSONALIZED DEALS
  52. 52. BEWARE = big data is only useful when it’s SMART data
  53. 53. QUESTIONS / REMARKS ?

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