Downloaded 1,168 times
Uploaded byBart De Waele
The Digital Customer Journey
This document discusses how technology and the internet have changed consumer behavior and decision making processes. Some key points: 1. The information phase of the consumer journey has become more important due to the ubiquitous availability of information online. Consumers now do extensive research online before making purchase decisions. 2. Marketers need to shift from "awareness advertising" to providing helpful information to consumers during their research phase through content marketing. 3. The experience of using a product is also more important as consumers share their opinions online. Marketers should build triggers to encourage positive word-of-mouth sharing of products. 4. Understanding consumer context is crucial to provide relevant information instead of interruptive advertising. Data needs
More Related Content
Similar to The Digital Customer Journey
The Digital Customer Journey
- 1. Conversion Day 2/6/2015 Thedigital customer journey
- 2. Hi! My nameis Bart. I work for digital agency Find me on : @netlash.
- 3.
- 4. Internet. It’s not aboute-commerce or websites or technology.
- 5. Internet. It’s not aboute-commerce or websites or technology. It’s about changed behaviour.
- 6. First we changetechnology. Then technology changes us.
- 7. Let’s start witha story.
- 8. I worked ata bank end of the 90’s.
- 9. I worked ata bank end of the 90’s. Do you remember the 90’s? We still used these:
- 10. I worked ata bank end of the 90’s. I had to visit lots of clients in unknown places. Do you remember the 90’s? We still used these:
- 11.
- 12. I prepared thenight before by printing out lots of route descriptions.
- 13. Now I havethis.
- 14. I don’t eventhink about preparing anymore. The information comes to me, frictionless, the moment I need it. Now I have this.
- 15. My behaviour changed. Inducedby technology, I changed the way I prepare for driving.
- 16. ICT = Information and Communications Technology Emphasison Information & Communication, not on Tech. The revolution is in I & C, not in T.
- 17. Information is always,anywhere and frictionless available.
- 18. Remember how weused to plan ‚going out’ in the 80’s?Weeks ahead.
- 19. Now we havethis. We don’t plan anymore. Connectivity is always, anywhere and frictionless available.
- 20. First we changetechnology. Then technology changes us.
- 21. Information is always,anywhere and frictionless available.
- 22.
- 23.
- 24. I had tobuy a washing machine. When I left school, I rented an apartment to live with my girlfriend.
- 25. 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.
- 26. This is howI came to a decision:
- 27. Supplier 1995 I went toa retailer, because they had a cool radio commercial and theme song.
- 28. Supplier Problem 1995 I explained my‚problem’ to the sales guy: starting family, low budget, no kids.
- 29. Supplier Problem Solution 1995 He suggested 3brands of washing machines that fitted my needs.
- 30. Supplier Problem Solution Product 1995 I chose thebrand that best fitted my needs and feelings.
- 31. Supplier Problem Solution Product 1995 2014 19 yearslater, that washing machine broke down. I had to buy a new one.
- 32. Supplier Problem Solution Product Problem 1995 2014 I startedwith Googling my ‚problem’: family with 3 dirty kids, silence is important.
- 33. Supplier Problem Solution Product Problem Solution 1995 2014 I readreviews, descriptions, social info by experts and people like me.
- 34. Supplier Problem Solution Product Problem Solution Product 1995 2014 I chosethe brand that best fitted my needs and feelings based on that information.
- 35. Supplier Problem Solution Product Problem Solution Product Supplier 1995 2014 Then Idecided where to buy it, based on a mix of price, convenience and service.
- 36.
- 37. Supplier Problem Solution Product Problem Solution Product Supplier 1995 2014 New decisionfunnel You want to be as high as possible in the decision funnel.
- 38. Supplier Problem Solution Product Problem Solution Product Supplier 1995 2014 New decisionfunnel Branding You want to get that cool theme song in their heads.
- 39. Supplier Problem Solution Product Problem Solution Product Supplier 1995 2014 New decisionfunnel Branding Content Marketing You want to be found in that research phase.
- 40. Supplier Problem Solution Product Problem Solution Product Supplier 1995 2014 New decisionfunnel Branding Content Marketing Branding Branding is still important!
- 41. New decision funnel,because new availability of information.
- 42. New decision funnel,because new availability of information. In 1995, I had to go to a library to do research.
- 43. New decision funnel,because new availability of information. In 1995, I had to go to a library to do research. In 2005, I had to go to a special room in my house.
- 44. New decision funnel,because new availability of information. In 1995, I had 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.
- 45. (But ICT revolutionwill continue…) Caution! There is no complete frictionless information yet!
- 46.
- 47. Supplier Problem Solution Product Problem Solution Product Supplier 1995 2015 Information frictionInformation frictionless Still some friction in information!
- 48. Supplier Problem Solution Product Problem Solution Product Supplier 1995 2015 Information frictionInformation frictionless Low involvement High involvement I’m only using the research decision funnel for high involvement items. Still some friction in information!
- 49. Supplier Problem Solution Product Problem Solution Product Supplier 1995 2015 Information frictionInformation frictionless Low involvement High involvement I’m only using the research decision funnel for high involvement items. Still some friction in information! Not prepared to do research for low involvement items.
- 50. Supplier Problem Solution Product Problem Solution Product Supplier 1995 2015 Information frictionInformation frictionless Low involvement High involvement I’m only using the research decision funnel for high involvement items. Not prepared to do research for low involvement items.
- 51. Supplier Problem Solution Product Problem Solution Product Supplier 1995 2015 Information frictionInformation frictionless Low involvement High involvement Tap into the right decision funnel!
- 52. Supplier Problem Solution Product Problem Solution Product Supplier 1995 2015 Information frictionInformation frictionless Low involvement High involvement Tap into the right decision funnel! But know that the ICT revolution will keep moving products to the new model.
- 53.
- 54.
- 55.
- 56. New decision funnel,because new availability of information.
- 57. Information is always,anywhere and frictionless available.
- 58.
- 59.
- 60. Internet € conversion awareness consideration research use share digital customer journey Thisresearch phase gets bigger
- 61. Internet € conversion awareness consideration research use share digital customer journey Becauseof information revolution. This research phase gets bigger
- 62.
- 63. Internet € conversion awareness consideration research use share digital customer journey Thisgets more important Because of this
- 64. Internet € conversion awareness consideration research use share digital customer journey Thisgets more important Because of this More power for Word-of-Mouse through social media.
- 65. Pre-internet Internet awareness considerationuse research shareawareness consideration research use share € € conversionconversion digital customer journey
- 66. ‣ information phasebecomes more important ‣ use phase needs more attention ‣ word of mouth becomes powerful New decision funnel = new focus
- 67.
- 68. ‣ more emphasis ‣content marketing ‣ advertising -> information Information phase Stop ‚creating awareness’ with advertising, start providing information with content marketing.
- 69. ‣ more emphasis ‣content marketing ‣ advertising -> information Information phase Stop ‚creating awareness’ with advertising, start providing information with content marketing. Stop YELLING and start HELPING!
- 70. Change advertising into informationwith context.
- 71. The age ofcontext
- 72. Data transforms intoinformation or advertising, depending on the context of the consumer. The age of context
- 73. If I wantto buy a car, and I find a bunch of paper advertising for diapers in my mailbox - they go straight into the bin. If I want to buy a car, and I find a bunch of paper advertising for cars in my mailbox - I take them with me to the couch and read them all night. The age of context
- 74. Data transforms intoinformation or advertising, depending on the context of the consumer. The age of context
- 75. The age ofcontext spam advertising info less context more context
- 76. ‣ demographic (readership) ‣search word ‣ location ‣ friends ‣ browser history ‣ activity (work, home, bar) ‣ … The age of context Lots of context- detection possibilities!
- 77. ‣ be presentas a supplier of information in the research phase ‣ use content marketing ‣ change advertising into information by using context Information phase Stop YELLING and start HELPING!
- 78.
- 79. ‣ get theexperience of your products/services right! ‣ even more important in times of social media ‣ every ‚physical’ product will get a digital counterpart ‣ UX (user experience) important in all its forms Use phase
- 80. Don’t stop atjust building a great product!
- 81. Don’t stop atjust building a great product! To provokeWord of Mouth you have to build in triggers in your product.
- 82. 3. Word ofMouth
- 83. ‣ deliberately triggerWordof Mouth ‣ build inWoM triggers! Word of Mouth
- 84. BJ Fogg’s behaviourmodel
- 86.
- 87. Don’t just focus on Motivation andAbility. Build in Hot Triggers!
- 88. Create things worthsharing.
- 89. A trigger can beas simple as a like button.
- 90. Or it canbe something cleverer.
- 91. Or it canbe something cleverer. Your name on a bottle = trigger your vanity.
- 92. Or it canbe something cleverer. Your name on a bottle = trigger your vanity. Trigger the posting of a selfie with the bottle.
- 93. Or it canbe something cleverer. Your name on a bottle = trigger your vanity. Trigger the posting of a selfie with the bottle. Free advertising for Coke on Facebook…
- 94. ‣ deliberately triggerWordof Mouth ‣ build inWoM triggers in your product Word of Mouth
- 95. Internet € conversion awareness consideration research use share digital customer journey Thisgets more important Because of this More power for Word-of-Mouse through social media. This research phase gets bigger Because of information revolution.
- 96. ‣ WoM =using the network of your fans as channel ‣ WoM leads to awareness ‣ WoM leads to consideration Word of Mouth
- 97. Understand the digitalcustomer journey.
- 98. Understand the digitalcustomer journey. Don’t be just the conversion nerd.
- 99.
- 100. Internet € conversion awareness consideration research use share digital customer journey Conversionis important. But it is influenced by the entire customer journey.
- 101. ‣ awareness, appreciation,action, advocacy Map the entire customer journey to improve conversion.
- 102.
- 103. ‣ awareness, appreciation,action, advocacy ‣ mapped on the channels Earned/Paid/Owned Map the entire customer journey to improve conversion.
- 104.
- 105.
- 106. ‣ awareness, appreciation,action, advocacy ‣ mapped on the channels Earned/Paid/Owned ‣ translated to tactics Map the entire customer journey to improve conversion.
- 107.
- 108. ‣ awareness, appreciation,action, advocacy ‣ mapped on the channels Earned/Paid/Owned ‣ translated to tactics ‣ tracked in a KPI-dashboard Map the entire customer journey to improve conversion.
- 109.
- 110.
- 111. ‣ 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 Map the entire customer journey to improve conversion.
- 112. DMU Awareness ConsiderationResearch Use Share Marketing Manager Inhoud: ROI Vorm: PPT Kanaal: Slideshare … … … … E-Marketeer Inhoud: HowTo’s Vorm: Blog en Tweets Kanaal: Site en Social media … … … … CFO … … … … … IT … … … … … content mapping B2B example
- 113.
- 114. New decision funnel,because new availability of information.
- 115.
- 116. ? ICT revolution will notend here…
- 117. ‣ changed behaviour ‣changed decision funnel ‣ more emphasis on research over awareness ‣ use content marketing for information phase ‣ use context to change advertising into information ‣ give your product a digital counterpart ‣ build in hot triggers Information becomes frictionless
- 118. Understand the digitalcustomer journey.
- 119. Understand the digitalcustomer journey. Be present in the entire journey by being helpful.
- 120.
- 121. Understand the digitalcustomer journey. Be present in the entire journey by being helpful. Use ‘conversion’ as a bottomline trick to convince the entire company (esp. management).
- 122.
- 123.
- 124.
- 125. Wijs bvba Voorhavenlaan 31/3 9000GENT 09 335 22 80 09 330 09 83 http://wijs.be info@wijs.be BE 0473.071.275