Digital marketing for e-commerce

1. 2/06/16 The digital customer journey How internet changes consumer behaviour. Bart De Waele, CEO Wijs & Trendwatcher

2. I Digital agency  Integrated approach from build to optimize I Focus on strategy…  Work based on research and data - no gut feeling I …Combined with powerful execution  building things that work. I ROI driven & user ﬁrst I 60 FTE’s  Inhouse marketing professionals, designers,   developers , strategist Wijs: in a nutshell

3. ‣Developer ‣UX architect‣Designer ‣Copywriter ‣Digital marketeer ‣Social media ‣Front-end

4. Internet.

5. Internet. It’s not about e-commerce or websites   or technology.

6. Internet. It’s not about e-commerce or websites   or technology. It’s about changed behavior.

7. First we change technology.  Then technology changes us.

8. Information is always, anywhere and frictionless available.

9. Let’s start with a story.

10. I had to buy a washing machine. When I left school, I rented an apartment to live with my girlfriend.

11. I had to buy a washing machine. When I left school, I rented an apartment to live with my girlfriend. I know nothing  about washing   machines.

12. This is how I came to a decision:

13. Supplier I went to a retailer, because they had a cool radio commercial and theme song. 1995

14. Supplier Problem I explained my ‚problem’ to the sales guy: starting family, low budget, no kids. 1995

15. Supplier Problem Solution He suggested 3 brands of washing machines that ﬁtted my needs. 1995

16. I chose the brand that best ﬁtted my needs and feelings. Supplier Problem Solution Product 1995

17. 2015 20 years later, that washing machine broke down. I had to buy a new one. Supplier Problem Solution Product 1995

18. Problem 2015 I started with Googling my ‚problem’: family with 3 dirty kids, silence is important. Supplier Problem Solution Product 1995

19. Problem Solution 2015 I read reviews, descriptions, social info by experts and people like me. Supplier Problem Solution Product 1995

20. Problem Solution Product 2015 I chose the brand that best ﬁtted my needs and feelings based on that information. Supplier Problem Solution Product 1995

21. Problem Solution Product Supplier 2015 Then I decided where to buy it, based on a mix of price, convenience and service. Supplier Problem Solution Product 1995

22. Problem Solution Product Supplier 2015 New decision funnel Supplier Problem Solution Product 1995

23. New decision funnel You want to be as high as possible in the decision funnel. Supplier Problem Solution Product 1995 Problem Solution Product Supplier 2015

24. New decision funnel Branding Supplier Problem Solution Product 1995 You want to get that cool theme song in their heads. Problem Solution Product Supplier 2015

25. New decision funnel Branding Content  Marketing You want to be found in that research phase. Supplier Problem Solution Product 1995 Problem Solution Product Supplier 2015

26. Supplier Problem Solution Product 1995 New decision funnel Branding Content  Marketing Branding Branding is still important! Problem Solution Product Supplier 2015

27. Supplier Product Solution ProblemSupplier Problem Solution Product Yelling Helping

28. New decision funnel, because new availability of information.

29. In 1995, I had to go to a library to do research. New decision funnel, because new availability of information.

30. In 1995, I had to go to a library to do research. In 2005, I had to go to a special room in my house. New decision funnel, because new availability of information.

31. In 1995, I had to go to a library to do research. In 2005, I had to go to a special room in my house. In 2015, I can do research anytime anywhere. New decision funnel, because new availability of information.

32. (But ICT revolution will continue…) Caution! There is no complete frictionless information yet!

33. Supplier Problem Solution Product Problem Solution Product Supplier 1995 2015 Information friction Information frictionless

34. Supplier Problem Solution Product Problem Solution Product Supplier 1995 2015 Information friction Information frictionless Still some friction in information!

35. Low involvement High involvement Supplier Problem Solution Product Problem Solution Product Supplier 1995 2015 Information friction Information frictionless Still some friction in information! I’m only using the research decision funnel for high involvement items.

36. Low involvement High involvement Supplier Problem Solution Product Problem Solution Product Supplier 1995 2015 Information friction Information frictionless Still some friction in information! I’m only using the research decision funnel for high involvement items. Not prepared to do research for low involvement items.

37. Low involvement High involvement Supplier Problem Solution Product Problem Solution Product Supplier 1995 2015 Information friction Information frictionless I’m only using the research decision funnel for high involvement items. Not prepared to do research for low involvement items.

38. Low involvement High involvement Supplier Problem Solution Product Problem Solution Product Supplier 1995 2015 Information friction Information frictionless Tap into the right decision funnel!

39. Low involvement High involvement Supplier Problem Solution Product Problem Solution Product Supplier 1995 2015 Information friction Information frictionless Tap into the right decision funnel! But know that the ICT revolution will keep moving products to the new model.

41. Electronic tattoos?

42. Behavior change. New decision funnel.

43. Pre-internet € conversion awareness consideration research use share digital customer journey

44. Internet € conversion awareness consideration research use share digital customer journey

45. Internet € conversion awareness consideration research use share digital customer journey This research phase   gets bigger

46. Internet € conversion awareness consideration research use share digital customer journey Because of information revolution. This research phase   gets bigger

47. € conversion awareness consideration research use share This gets more important Internet digital customer journey

48. € conversion awareness consideration research use share This gets more important Because of this Internet digital customer journey

49. € conversion awareness consideration research use share This gets more important Because of this More power for Word-of-Mouse through social media. Internet digital customer journey

50. Pre-internet Internet awareness considerationuse research shareawareness consideration research use share € € conversion conversion digital customer journey

51. Changed digital customer journey •same old customer journey! •more focus on research and share •customer in control •start helping, stop yelling

53. 1. Content marketing What does ‘helping not yelling’ actually mean?

54. vs.

55. vs.

56. Content marketing.

57. 2. Close the loop

58. Capture the ‘intent’ on the internet. Optimize your website funnel (CRO). Link back to your bottom line.

59. 2. Close the loop •look at the complete funnel •optimize every part of the funnel •but keep the bottom line as KPI! •hint: you might need a good CRM…

60. 3. Kill the silo The story of the bike.

61. 3. Kill the silo •multi-screen user •webrooming > showrooming •channel-hopping, across generations •it’s not about e-commerce, it’s about e-inﬂuence

62. 4. Build in Hot Triggers

63. Don’t just focus on Motivation and Ability.

64. Don’t just focus on Motivation and Ability. Build in  Hot Triggers!

65. A trigger can be as simple as a like button.

66. Or it can be something more clever.

67. Your name on a bottle = trigger your vanity. Or it can be something more clever.

68. Your name on a bottle = trigger your vanity. Trigger the posting of a selﬁe with the bottle. Or it can be something more clever.

69. Your name on a bottle = trigger your vanity. Trigger the posting of a selﬁe with the bottle. Free advertising for Coke on Facebook… Or it can be something more clever.

70. 5. Map the entire customer journey

71. 5. Map the entire customer journey •awareness, appreciation, action, advocacy

72. Advocacy Action Awareness Appreciation

73. 5. Map the entire customer journey •awareness, appreciation, action, advocacy •mapped on the channels Earned/Paid/Owned

74. Paid Owned Earned

75. AdvocacyAction Awareness Appreciation Paid Owned Earned

76. 5. Map the entire customer journey •awareness, appreciation, action, advocacy •mapped on the channels Earned/Paid/Owned •translated to tactics

77. AAAA-dashboard

78. 5. Map the entire customer journey •awareness, appreciation, action, advocacy •mapped on the channels Earned/Paid/Owned •translated to tactics •tracked in a KPI-dashboard

79. KPI-dashboard  (automated)

80. 5. Map the entire customer journey •awareness, appreciation, action, advocacy •mapped on the channels Earned/Paid/Owned •translated to tactics •tracked in a KPI-dashboard •with a content plan throughout the journey

81. Content mapping DMU Awareness Appreciation Action Advocacy Marketing Manager Content: ROI Form: PPT Channel: Slideshare … … … E-Marketeer Content: HowTo’s Form: Blog, Tweets Channel: Site, Social media … … … CFO … … … … IT … … … …

82. 5. Map the entire customer journey •awareness, appreciation, action, advocacy •mapped on the channels Earned/Paid/Owned •translated to tactics •tracked in a KPI-dashboard •with a content plan throughout the journey

83. What you should remember.

84. What you should remember. •digital changes the decision funnel •use content marketing •close the loop en use a CRM •don’t think in siloes •build in hot triggers •use the AAAA - EPO framework to plan your content

85. Stop yelling. Start helping.

86. Thanks. Any questions?

87. Bart De Waele, CEO Wijs  bart@wijs.be  @netlash