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Digital marketing for e-commerce
The document discusses how the internet has changed consumer behavior and decision making processes. It explains that with more accessible information online, the consumer research phase has expanded. Marketers need to provide helpful content throughout the consumer journey, from awareness to advocacy, and across paid, owned, and earned channels. An integrated approach is needed to understand the complete funnel and close loops from online to offline actions. Triggers can be used to encourage sharing and advocacy. The entire customer journey should be mapped and measured using key performance indicators.
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Digital marketing for e-commerce
- 1. 2/06/16 The digital customerjourney How internet changes consumer behaviour. Bart De Waele, CEO Wijs & Trendwatcher
- 3. I Digital agency Integratedapproach 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
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- 9. Internet. It’s not aboute-commerce or websites or technology.
- 10. Internet. It’s not aboute-commerce or websites or technology. It’s about changed behavior.
- 11. First we changetechnology. Then technology changes us.
- 12. Information is always, anywhereand frictionless available.
- 13. Let’s start witha story.
- 14. I had tobuy a washing machine. When I left school, I rented an apartment to live with my girlfriend.
- 15. I had tobuy a washing machine. When I left school, I rented an apartment to live with my girlfriend. I know nothing about washing machines.
- 16. This is howI came to a decision:
- 17. Supplier I went toa retailer, because they had a cool radio commercial and theme song. 1995
- 18. Supplier Problem I explained my‚problem’ to the sales guy: starting family, low budget, no kids. 1995
- 19. Supplier Problem Solution He suggested 3brands of washing machines that fitted my needs. 1995
- 20. I chose thebrand that best fitted my needs and feelings. Supplier Problem Solution Product 1995
- 21. 2015 20 years later,that washing machine broke down. I had to buy a new one. Supplier Problem Solution Product 1995
- 22. Problem 2015 I started withGoogling my ‚problem’: family with 3 dirty kids, silence is important. Supplier Problem Solution Product 1995
- 23. Problem Solution 2015 I read reviews,descriptions, social info by experts and people like me. Supplier Problem Solution Product 1995
- 24. Problem Solution Product 2015 I chose thebrand that best fitted my needs and feelings based on that information. Supplier Problem Solution Product 1995
- 25. Problem Solution Product Supplier 2015 Then I decidedwhere to buy it, based on a mix of price, convenience and service. Supplier Problem Solution Product 1995
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- 27. New decision funnel Youwant to be as high as possible in the decision funnel. Supplier Problem Solution Product 1995 Problem Solution Product Supplier 2015
- 28. New decision funnel Branding Supplier Problem Solution Product 1995 Youwant to get that cool theme song in their heads. Problem Solution Product Supplier 2015
- 29. New decision funnel BrandingContent Marketing You want to be found in that research phase. Supplier Problem Solution Product 1995 Problem Solution Product Supplier 2015
- 30. Supplier Problem Solution Product 1995 New decision funnel BrandingContent Marketing Branding Branding is still important! Problem Solution Product Supplier 2015
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- 32. New decision funnel,because new availability of information.
- 33. In 1995, Ihad to go to a library to do research. New decision funnel, because new availability of information.
- 34. In 1995, Ihad 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.
- 35. In 1995, Ihad 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.
- 36. (But ICT revolutionwill continue…) Caution! There is no complete frictionless information yet!
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- 38. Supplier Problem Solution Product Problem Solution Product Supplier 1995 2015 Information frictionInformation frictionless Still some friction in information!
- 39. Low involvement Highinvolvement 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.
- 40. Low involvement Highinvolvement 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.
- 41. Low involvement Highinvolvement 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.
- 42. Low involvement Highinvolvement Supplier Problem Solution Product Problem Solution Product Supplier 1995 2015 Information friction Information frictionless Tap into the right decision funnel!
- 43. Low involvement Highinvolvement 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.
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- 49. Internet € conversion awareness consideration research use share digital customer journey Thisresearch phase gets bigger
- 50. Internet € conversion awareness consideration research use share digital customer journey Becauseof information revolution. This research phase gets bigger
- 51. € conversion awareness consideration research use share This gets moreimportant Internet digital customer journey
- 52. € conversion awareness consideration research use share This gets moreimportant Because of this Internet digital customer journey
- 53. € conversion awareness consideration research use share This gets moreimportant Because of this More power for Word-of-Mouse through social media. Internet digital customer journey
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- 55. Changed digital customerjourney •same old customer journey! •more focus on research and share •customer in control •start helping, stop yelling
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- 57. 1. Content marketing Whatdoes ‘helping not yelling’ actually mean?
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- 61. 2. Close theloop
- 62. Capture the ‘intent’on the internet. Optimize your website funnel (CRO). Link back to your bottom line.
- 63. 2. Close theloop •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…
- 64. 3. Kill thesilo The story of the bike.
- 65. 3. Kill thesilo •multi-screen user •webrooming > showrooming •channel-hopping, across generations •it’s not about e-commerce, it’s about e-influence
- 66. 4. Build inHot Triggers
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- 69. Don’t just focus on Motivation andAbility. Build in Hot Triggers!
- 70. A trigger can beas simple as a like button.
- 71. Or it canbe something more clever.
- 72. Your name ona bottle = trigger your vanity. Or it can be something more clever.
- 73. Your name ona bottle = trigger your vanity. Trigger the posting of a selfie with the bottle. Or it can be something more clever.
- 74. Your name ona 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.
- 75. 5. Map theentire customer journey
- 76. 5. Map theentire customer journey •awareness, appreciation, action, advocacy
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- 78. 5. Map theentire customer journey •awareness, appreciation, action, advocacy •mapped on the channels Earned/Paid/Owned
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- 81. 5. Map theentire customer journey •awareness, appreciation, action, advocacy •mapped on the channels Earned/Paid/Owned •translated to tactics
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- 83. 5. Map theentire customer journey •awareness, appreciation, action, advocacy •mapped on the channels Earned/Paid/Owned •translated to tactics •tracked in a KPI-dashboard
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- 85. 5. Map theentire 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
- 86. Content mapping DMU AwarenessAppreciation Action Advocacy Marketing Manager Content: ROI Form: PPT Channel: Slideshare … … … E-Marketeer Content: HowTo’s Form: Blog, Tweets Channel: Site, Social media … … … CFO … … … … IT … … … …
- 87. 5. Map theentire 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
- 88. What you shouldremember.
- 89. What you shouldremember. •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
- 90. Stop yelling. Starthelping.
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- 92. Bart De Waele,CEO Wijs bart@wijs.be @netlash