This document discusses changes in customer behavior and the importance of digital marketing strategies. It covers the following key points: 1) The customer journey has changed as customers now research online before engaging with companies directly. This requires digital marketing to focus on customer insight, engagement, and relevant content. 2) Content marketing is important for reaching different stages of the customer journey, from awareness to action. Video, social media, and mobile are also significant platforms. 3) Nurturing leads over time with helpful content increases sales opportunities rather than immediately dropping unready leads. An example funnel demonstrates maintaining engagement after purchase. 4) The document advocates capturing online leads, engaging customers at each stage, and activating them

1. @webpower
#NUD2013
laura.nuhaan@webpower.nl

2. introduction

3. 1994: Peppers &Rogers
1974:
2014?
Peter Drucker suggested that the aim
of marketing was “To make selling
superfluous… to know and understand
the customer so well that the product or
service fits him and sells itself.”

4. customer journey has changed forever

5. customer 2.0 has turned off all the noise
by Orange_Beard

6. engage
interaction
what they are
interested in
trust
R
E
L
E
V
A
N
C
E
what you want
to say

7. it starts with customer insight

8. content marketing
8
Awarenes------------------------------Action
Emotional-----------------------------Rational
Entertain
(virals, quizzes,
games)
Educate
(trend reports,
articles, guides)
Inspire
(reviews,
endorsements,
quotes)
Convince
(data sheets,
webinars, case
studies)
*The Andeta Group

9. user generated content
9

10. social integration
10

12. power of mobile
12

13. video is key
• Over 6 billion hours of video watched each month on YouTube
• 100 hours of video are uploaded to YouTube every minute

14. nurture your leads and contacts
Demand
Generation
Process
Gap
Lead Scoring
&
Nurturing
Sales
Process
Retention
& Service
 Generates 50 % more sales-ready leads
and 33 % lower cost (Forrester Research)

75 % of companies drop leads that aren’t ready to purchase immediately

90 % of marketing content is not used (American Marketing Assoc.)

15. an example
The beginning
purchase period
Club
2 months after
purchase
Half year after
purchase
Canon550D
Tips
Friends offer

16. the REAL funnel

17. capture leads online (reach)

18. engage

19. engage
19

20. activate

21. leverage

22. manage change

23. hoe gezond is
jouw digitale
communcatie?
60% van het online koopproces wordt doorlopen zonder
dat er contact wordt gezocht met een bedrijf. Dit stelt
nieuwe eisen aan digitale marketing en nieuwe tools
maken relevante communicatie mogelijk.
Ontdek hoe effectief jouw digitale communicatie is en doe
de digital (email) quick scan door online een aantal vragen
en stellingen te beantwoorden. Zo krijg je feedback over
onder andere klantinzicht, engagement en content.
doe de scan:
www.webpower.
nl/digitalscan

24. THANK YOU!
@lauranuhaan
Laura.nuhaan@webpower.nl
www.webpower.nl
contact@webpower.nl
T:0342-423262 @webpower