BCS Agency - Customer journey

1. © WAA 2013. All rights reserved
HELLO

4. THE MEDIA LANDSCAPE
Paid Owned Earned

14. Improve Traffic Metrics
Browse rate, bounce rate, time on site etc.
SEO
100 Other Things
That wouldn’t fit on this diagram
Incentivise User-Generated Content
contributes to SEO / social signals + long tail
Improve Accessibility
no errors, good redirects, load speed etc.
Grow Brand Awareness
PR, press, source diversity, social mentions
Add + Improve Content
virality, sharing, topic relevance, keyword targeting etc.
Compete in Vertical Results
Local/maps, video, blogs, news, images etc.
Diversify Link/Traffic Sources
high competition, low competition, strong ROI
Target the Right Keywords
high competition, low competition, strong ROI
Optimise Social Signals
increase followers/friends, tweets/shares/votes, engagement on social platforms

15. Improve Traffic Metrics
Browse rate, bounce rate, time on site etc.
SEO
100 Other Things
That wouldn’t fit on this diagram
Incentivise User-Generated Content
contributes to SEO / social signals + long tail
Improve Accessibility
no errors, good redirects, load speed etc.
Grow Brand Awareness
PR, press, source diversity, social mentions
Add + Improve Content
virality, sharing, topic relevance, keyword targeting etc.
Compete in Vertical Results
Local/maps, video, blogs, news, images etc.
Diversify Link/Traffic Sources
high competition, low competition, strong ROI
Target the Right Keywords
high competition, low competition, strong ROI
Optimise Social Signals
increase followers/friends, tweets/shares/votes, engagement on social platforms

16. EARNED MEDIA MARKETING
PR
IA / UX
SEO
Social media
Strategy
Data
Content

18. Mckinsey & Co’s Consumer Decision Journey Model
Model first published Harvard Business Review

19. Siloed interactions confuse and disrupt experiences

20. Unified experiences build brand equity and revenue

23. “It is no longer enough to enable an online catalog and transactional
eCommerce: Today's marketers want to tell brand and product stories
through the deep personalization and contextualization of content and
interactive digital experiences.”
Content And Commerce: The Odd Couple Or The Power Couple? Peter Sheldon and Stephen Powers Forrester Research, Inc

29. STRATEGIES
• Blend real-time product data with inspirational content
• Establish content guidelines - brand, design, content & ToV
• Creative control over layout, style and navigation
• Deepen the experience with rich media
• Personalise the experience with relevant content
• Build community and loyalty with social media
• Expand engagement and improve SEO
• Incremental innovation

30. STRATEGIES
• Hire like you’re a publisher
• Invest in technologies that break content silos and disjointed
experiences
• Empower e-commerce and marketing professionals to
incrementally transform their online stores with visually engaging
experiences and immersive content
• Build community and loyalty with social media

31. THE RESULTS
1. Increased visitor traffic and engagement
2. Greater brand awareness and consistency
3. Improved SEO and higher traffic from earned media
4. Higher conversion rates and revenue
5. Improved customer loyalty

32. © WAA 2013. All rights reserved
THANK
YOU