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行動出發-拆解新世代消費者體驗旅程

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數位時代★數位行銷學院 │ 【12/22(二) 行動商機變現術】講義

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行動出發-拆解新世代消費者體驗旅程

  1. 1. 行動出發 拆解新世代消費者體驗旅程 張佑輔 Baggio 台灣 IBM 電子商務資深顧問 「C2B 新商務時代」
  2. 2. Moment of Serendipity 創造充滿意外驚喜的個人體驗
  3. 3. 行動裝置的使用,改變我們的生活與工作 150次 平均每天會看
 手機的次數 91% 用戶隨時將手機
 放在隨手可觸及的地方
  4. 4. Broadcast
 推播 Narrow Cast
 客群推播 1:1 Cast
 一對一推播 如果只談行動裝置上的推播,可能過於單調
  5. 5. Broadcast
 推播 Narrow Cast
 客群推播 1:1 Cast
 一對一推播 如果只談行動裝置上的推播,可能過於單調
  6. 6. 如果把使用行動裝置的情境考慮進來時,
 互動會不會變得不一樣
  7. 7. 如果再把消費者的購買旅程考慮進來時,
 互動會不會變得更不一樣
  8. 8. (品奇披薩) 讓我們從案例來看
 結合這些情境後的互動有什麼不同
  9. 9. 品奇披薩 Welcome Campaign 2
  10. 10. Welcome to TPC Day 1 Tips! $5 off sign up voucher. Try it! Refer a friend program Share on facebook! Hot and Spicy Time Check out our new fiery pizza Welcome Campaign Notifications The Pizza Company 1 for 1 Tuesday! Buy one and get one pan pizza free! Gold member offer 50% off your next purchase Free buffalo wings! Enjoy your TGIF with free buffalo wings!
  11. 11. Welcome Campaign Notifications The Pizza Company 1 for 1 Tuesday! Buy one and get one pan pizza free! Free buffalo wings! Enjoy your TGIF with free buffalo wings! Gold member offer 50% off your next purchase Redeem Interactive Notification
  12. 12. It is going to change the way you create an app habit with your customer
 穿戴裝置的時代將會再次改變消費者的應用場景
  13. 13. Reengagement Campaign Abandon Cart Campaign
  14. 14. Location Based Marketing Check it out >> Complimentary Drinks Pop by in now for a hearty meal of pizza and wings and enjoy a free drink! Notifications The Pizza Company Inbox The Pizza Company Rich Notification Check in >> Share your joy! Check in on foursquare or facebook status and get 10% off! Notifications The Pizza Company
  15. 15. Location Based Marketing Here’s a coupon for your next visit Inbox The Pizza Company
  16. 16. Delivery Alerts Confirmation Order Here’s your confirmation order number #TPC6464 Notifications The Pizza Company Order Is On the Way Your order should arrive in an ETA of 30 minute We are at your doorstep Your piping hot pizza is here!
  17. 17. Timely Campaign
  18. 18. 在您購物車中,有些商 品目前有更優惠的價格喔! 正在挑選鞋子嗎?本館 推出限時加購價,讓您帶 走心動已久的商品! 距離您上次的體檢已過了一 年囉!記得撥空做體檢! 提醒您,明天戶外預測 到的紫外線指數過高,記 得做好防曬工作! 您的愛車保養檢修的時 間快到了,請記得預約入 廠檢修! 王先生您好,提醒您下週 9/8-9/9 是您入住XX飯店的 時間,我們期待您的到來! 別忘了這一期雜誌主題是 “大數據時代”,千萬別錯過! 別忘了您參加的主題 - 
 “從情境案例到有感行銷, 顛覆行動商務應用” 即將在 30分鐘後開始!
  19. 19. @ a/b .com Social' Activity Call'Center' History Loyalty' Point' Balance Indoor' Location Cart' Abandonment Coupon' Redemption Past' Purchases Email/Web' History 2015 行動裝置上的互動往往只引領著 與客戶對話的第一步
  20. 20. 實際上,消費者購買旅程並非是在單一通路 Buyer&journeys&are not&linear 44% Research(online( and(buy(products( online 51% Research(online,( then(visit(store(to( purchase 17% Visit(store(first,( then(purchase( online 32% Research(online,(visit( store(to(view(product,( then(return(online(to( purchase
  21. 21. Cart Abandon Thank you a customer Purchase/Ship Confirm Reengagement Opt-In Loyalty Shop Purchase Customer Service Repurchase Inactivity Winback EXISTING Customers Weekly Merchant Pick We Miss You Birthday Anniversary Auto RenewalBack In Stock Loyalty New Customer Onboarding Browse Abandon Welcome Series Inactive Motivators NEW Opt -Ins Replenishment Reminder Come Back Cart Abandon Re-Buy 再者,消費者購買旅程在客戶生命週期中 的各階段也會有不同的小旅程
  22. 22. (鈕西蘭航空) 讓我們從案例來看
 在客戶旅程中,如果能夠經由設計 來導引客戶,會不會更能創造不同的客戶體驗
  23. 23. • Email • Social • In,Store • Web • SMS • Mobile3App • Other3connected3 devices 理想中的互動劇本是建構在全通路 並在單一介面上完成客戶旅程設計
  24. 24. 行銷工作者需要 更聚焦在互動的設計 而設計的關鍵要素之一 就是在“行為資料”
  25. 25. Behavioral*&*Profile*Exchange Publishing*|*Subscription*|*Event*and*Data*Syndication*|*Identity*Services Gamification Social*Media*Analytics &*Listening Campaign*Management Digital*Analytics Social*Publishing Data*Providers Data*Onboarding Mobile*Wallet*&*Apple*Pay Tag*Management Email Location*Data Presence* Insights Demand*Side Platform*(DSP) 1. 行為資料是建構互動的基礎
  26. 26. 1.Subject Line Personalization 2.Personalized Content 3.Dynamic Subject Lines 4.Individualized Content Lists 5.E-commerce-driven Personalization 6.Website-driven Content 7.Data-driven Dynamic Image 8.Send Time Optimization 9.Score-driven Dynamic Offer 2.行為資料能夠豐富個性化內容
  27. 27. 3.行為資料驅動客戶旅程上的互動
  28. 28. 打造自動化客戶旅程需掌握的三大關鍵 才能創造有感的互動體驗 不同接觸點上的
 體驗⼀致讓⼈有感 個性化讓⼈有感 適時、適地、適切的內容
 讓⼈有感
  29. 29. Thanks Moment of Serendipity 創造充滿意外驚喜的個人體驗

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