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Digital marketing for e-commerce

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Technology changes our decision behaviour. Map the digital customer journey.

Published in: Internet

Digital marketing for e-commerce

  1. 1. 2/06/16 The digital customer journey How internet changes consumer behaviour. Bart De Waele, CEO Wijs & Trendwatcher
  2. 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. 3. ‣Developer ‣UX architect‣Designer ‣Copywriter ‣Digital marketeer ‣Social media ‣Front-end
  4. 4. Internet.
  5. 5. Internet. It’s not about e-commerce or websites 
 or technology.
  6. 6. Internet. It’s not about e-commerce or websites 
 or technology. It’s about changed behavior.
  7. 7. First we change technology.
 Then technology changes us.
  8. 8. Information is always, anywhere and frictionless available.
  9. 9. Let’s start with a story.
  10. 10. I had to buy a washing machine. When I left school, I rented an apartment to live with my girlfriend.
  11. 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. 12. This is how I came to a decision:
  13. 13. Supplier I went to a retailer, because they had a cool radio commercial and theme song. 1995
  14. 14. Supplier Problem I explained my ‚problem’ to the sales guy: starting family, low budget, no kids. 1995
  15. 15. Supplier Problem Solution He suggested 3 brands of washing machines that fitted my needs. 1995
  16. 16. I chose the brand that best fitted my needs and feelings. Supplier Problem Solution Product 1995
  17. 17. 2015 20 years later, that washing machine broke down. I had to buy a new one. Supplier Problem Solution Product 1995
  18. 18. Problem 2015 I started with Googling my ‚problem’: family with 3 dirty kids, silence is important. Supplier Problem Solution Product 1995
  19. 19. Problem Solution 2015 I read reviews, descriptions, social info by experts and people like me. Supplier Problem Solution Product 1995
  20. 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. 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. 22. Problem Solution Product Supplier 2015 New decision funnel Supplier Problem Solution Product 1995
  23. 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. 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. 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. 26. Supplier Problem Solution Product 1995 New decision funnel Branding Content
 Marketing Branding Branding is still important! Problem Solution Product Supplier 2015
  27. 27. Supplier Product Solution ProblemSupplier Problem Solution Product Yelling Helping
  28. 28. New decision funnel, because new availability of information.
  29. 29. In 1995, I had to go to a library to do research. New decision funnel, because new availability of information.
  30. 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. 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. 32. (But ICT revolution will continue…) Caution! There is no complete frictionless information yet!
  33. 33. Supplier Problem Solution Product Problem Solution Product Supplier 1995 2015 Information friction Information frictionless
  34. 34. Supplier Problem Solution Product Problem Solution Product Supplier 1995 2015 Information friction Information frictionless Still some friction in information!
  35. 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. 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. 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. 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. 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.
  40. 40. ?
  41. 41. Electronic tattoos?
  42. 42. Behavior change. New decision funnel.
  43. 43. Pre-internet € conversion awareness consideration research use share digital customer journey
  44. 44. Internet € conversion awareness consideration research use share digital customer journey
  45. 45. Internet € conversion awareness consideration research use share digital customer journey This research phase 
 gets bigger
  46. 46. Internet € conversion awareness consideration research use share digital customer journey Because of information revolution. This research phase 
 gets bigger
  47. 47. € conversion awareness consideration research use share This gets more important Internet digital customer journey
  48. 48. € conversion awareness consideration research use share This gets more important Because of this Internet digital customer journey
  49. 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. 50. Pre-internet Internet awareness considerationuse research shareawareness consideration research use share € € conversion conversion digital customer journey
  51. 51. Changed digital customer journey •same old customer journey! •more focus on research and share •customer in control •start helping, stop yelling
  52. 52. 5
  53. 53. 1. Content marketing What does ‘helping not yelling’ actually mean?
  54. 54. vs.
  55. 55. vs.
  56. 56. Content marketing.
  57. 57. 2. Close the loop
  58. 58. Capture the ‘intent’ on the internet. Optimize your website funnel (CRO). Link back to your bottom line.
  59. 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. 60. 3. Kill the silo The story of the bike.
  61. 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. 62. 4. Build in Hot Triggers
  63. 63. Don’t just focus on Motivation and Ability.
  64. 64. Don’t just focus on Motivation and Ability. Build in
 Hot Triggers!
  65. 65. A trigger can be as simple as a like button.
  66. 66. Or it can be something more clever.
  67. 67. Your name on a bottle = trigger your vanity. Or it can be something more clever.
  68. 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. 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. 70. 5. Map the entire customer journey
  71. 71. 5. Map the entire customer journey •awareness, appreciation, action, advocacy
  72. 72. Advocacy Action Awareness Appreciation
  73. 73. 5. Map the entire customer journey •awareness, appreciation, action, advocacy •mapped on the channels Earned/Paid/Owned
  74. 74. Paid Owned Earned
  75. 75. AdvocacyAction Awareness Appreciation Paid Owned Earned
  76. 76. 5. Map the entire customer journey •awareness, appreciation, action, advocacy •mapped on the channels Earned/Paid/Owned •translated to tactics
  77. 77. AAAA-dashboard
  78. 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. 79. KPI-dashboard
 (automated)
  80. 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. 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. 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. 83. What you should remember.
  84. 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. 85. Stop yelling. Start helping.
  86. 86. Thanks. Any questions?
  87. 87. Bart De Waele, CEO Wijs
 bart@wijs.be
 @netlash

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