Communicating with today's consumer (by @vrederik / Wijs)
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Inspirational presentation on how digital has changed consumers' behavior and expectations. "Digital has been a gamechanger for Marketing & Communication. Today's consumers expect highly personalized and relevant communication. They use a great number of tools and media. They decide for themselves what channels to use when communicating with companies and brands. Furthermore, they want this communication to be always-on, instant, and seamless." Originally presented at Digital & The Future of Utilities (Cronos event on Oct. 23, 2014).
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Communicating with today's consumer (by @vrederik / Wijs)
- 1. Communicating with today’s consumer
- 2. Warning
- 3. BUZZ WORDS
- 4. the consumer has changed
- 5. Question?
- 6. Question?
- 7. Decision process? supplier problem solution product old funnel = digital: online research, peers, … problem solution product supplier new funnel
- 8. the consumer is highly informed
- 9. „You pay too much …”
- 10. „I pay too much …”
- 11. the consumer still has a need
- 12. Decision process? = yelling supplier problem solution product old funnel problem solution product supplier new funnel = helping
- 15. = free leads ;)
- 16. Y U NO HERE?
- 20. the consumer expects relevance
- 21. I grew up deliberately watching commercials. I loved them.
- 22. Children today have a terrible disease … They watched too many ads. They developed banner blindness.
- 23. Context transforms spam into information spam advertising info less context more context Context = the way to break through the banner blindness of our customers. !
- 24. is for context
- 26. is for data
- 27. The Internet of Things Wearables
- 28. 3 main battlefields: ‣ quantified self ‣ connected car ‣ smart home
- 30. 3 main battlefields: ‣ quantified self ‣ connected car ‣ smart home 4 ‣ mobile! ?
- 31. Mobile is boring
- 32. ! ‣ 2009: the year of mobile ‣ 2010: the year of mobile ‣ 2011: the year of mobile ‣ 2012: the year of mobile ‣ 2013: the year of mobile ‣ 2014: the year of mobile
- 33. →
- 34. Smartphones/tablets become your life companion
- 36. the consumer is always connected
- 37. Mobile is not a de vice
- 38. It’s a verb.
- 39. Mobile is freedom. Freedom to act on impulse. Freedom not to have to plan.
- 40. Wednesday, 9:01 am post office Ghent Wednesday, 9:04 am car in front of post office Ghent
- 41. the consumer is always on
- 43. #FOMO
- 44. social media usage mobile data
- 45. the consumer is everywhere
- 46. Social media is rubber-banding
- 47. One-to-many …
- 48. Many-to-many …
- 50. One-to-one
- 51. e very marketeer
- 55. Don’t bring your audience to your message. Bring your message to your audience
- 56. RIP AIDA
- 57. RIP AIDA
- 58. RIP MARKETING SILO’S Team Brand Team Website Team Performance Team Usability
- 60. Social is mobile ‣ 71% of people use mobile to access social media ‣ % of time spent on social networks:
- 61. But …
- 62. But …
- 63. Create mobile-first, not desktop-lite. Google Source: Google, The Mobile Playbook (2nd edition)
- 64. Don’t stop at mobile Quantified Self Analytics Source Site behavior Device Technology User of visit World Internet of Things Time Source: http://wijs.be/nl/trends-inzichten/blog/detail/contextual-design-is-the-new-black Place Weather Movement Wearables, Connection responsive design contextual (aware) design
- 65. Email is mobile ‣ 51% of emails are opened on mobile ‣ Gmail: 68% usage on smartphone & tablet ‣ 75% of emails opened on mobile are likely to be deleted if not mobile-optimized
- 66. second screening multi screening TV is mobile
- 68. Search is mobile
- 69. Search is mobile Source: https://wijs.be/nl/trends-inzichten/blog/detail/google-adwords-mobiele-advertenties
- 71. Mobile is the glue, between online and offline. Doug Straton, Unilever Source: Nielsen’s Consumer 360 conference
- 72. you need to be seamless
- 73. Enter data. A lot of data.
- 75. = + MORE LIKE IT …
- 76. Conclusion The consumer: ‣ is highly informed ‣ is always connected ‣ is everywhere ‣ expects relevance ‣ expects a solution You: ‣ need to be authentic ‣ need to help ‣ need to be everywhere ‣ need to be always on ‣ need to be seamless