Growth Hacking at Philips Lighting
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Gunter Blanckaert is the Global Head of Marketing Technology at Philips Lighting. The document discusses how Philips Lighting uses growth hacking techniques across several sectors, including homes, cities, offices, industry, stadiums, and retail to empower sustainable environments, create safer streets, help businesses reduce energy usage, improve efficiency and safety, and enhance fan experiences. It also outlines Philips Lighting's approach to user experience analytics, testing ideas through experiments before building solutions, and how recent tests of optimizations to their websites and digital experiences have led to increases in key metrics like click-through rates and contact form submissions.
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Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
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2. Search Engine Marketing (SEM)
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5. Promotion with less investment
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2. Free Content writing
3. Free Dynamic Website design*
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Free Website + Digital Marketing Services
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With Regards
Gokila digital marketer
Coimbatore
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- 1. 1 Growth Hacking @ Philips Lighting Gunter Blanckaert – Twitter: @guntbl Global Head of Marketing Technology 28/07/2016 gunter@hotmail.be
- 2. 2 • • • • •
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- 6. 6 Reducing electricity bills and redefining the space we live in Home Empowering a sustainable environment Government Creating brighter safer streets, reducing costs and carbon footprint Cities Helping businesses to reduce energy, work differently and provide new experiences Offices Improving efficiency and safety and reducing maintenance costs Industry Enhancing the experience for fans with flexible lighting Stadiums Helping retailers drive sales and build customer loyalty Retail
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- 12. Synthesize, ideate & recommend We synthesize all of the analytics and research, ideate easier experience for users and generate recommendations for optimization Prioritize and optimize We prioritize the optimization items based on the most important user tasks that comes out of NPS and user feedback. We identify the items to be worked further upon. Experiment & Test We experiment the prioritized items with actual users to further improve the solution, then we create the wireframes and designs for implementation. Via UX metrics We analyze the impact of the implemented solution by comparing before and after performance of a set of predefined UX metrics. CX Formulate questions, consulting on NPS measurement Build & Implement The selected features that need to be built and implemented CX Research Researches based on user flows, user experience analysis, behavior analysis and voice of the user analytics Contact Us Solution 27% increase vs same week last year in contact us leads on local pages. Guiding consumers that are on Prof Website A 561% increase in click-through from b2b to b2c on the global website. Where to Buy Solution Traffic to local where to buy tool increased by 43% vs the week before. User Experience Analytics and Deepdive Information Synthesis & Ideation Prioritize & Optimize Backlog based on VoC Experiment, Improve and Design the Solution Implement the improved solution Analyze Impact & Improve (Pivot or Perservere) First Results of UX & Conversion Optimization
- 13. Consumer block on global homepage 592% increase in click-through Also (being) implemented for: Italy, South Africa, US Addition of where to buy buttons to global website (with IP redirect) 30% increase in traffic to the local where to buy pages. As a result also a 24% in usage of the tool. IP redirect from global to local contact us pages 27% increase in contact form submissions vs same week last year. Contact us banner on product (family) pages 89% increase in traffic to the contact pages from the product pages. Also a 13% increase in conversion to the contact form. As a side-effect also a 2.5% increase in where to buy conversion.
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- 18. 20 Testing Marketing Innovations before building: Ideas Execution Scaling Ideas Execution Scaling Search + Validate vs Can we build this? Should we build this? Traditional innovation & marketing Can we even take the risk to start this? Are we sure we have built the right solution? Are we targeting the right customer group? Has the world changed again?
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- 25. User Journey
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