digital customer journey

98
The digital customer journey Floreac End of Season Drink Moterra, Honselersdijk (NL) 2/7/2015

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Page 1: Digital customer journey

The digitalcustomer

journeyFloreac

End of Season Drink Moterra, Honselersdijk (NL)

2/7/2015

Page 2: Digital customer journey

Stefan Jenart

Digitale Strateeg

Page 3: Digital customer journey

His name is Bart His name is Dirk

Page 4: Digital customer journey
Page 5: Digital customer journey

Digital. It’s not about e-commerce or websites or technology. It’s about changed behaviour.

Page 6: Digital customer journey

First we change technology Then technology changes us

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First, a story

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One of our holiday destinations

Page 11: Digital customer journey

Remember these?

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These made life a little bit easier

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“Vergeet de gps niet mee te nemen!”

Preparing the trip was a matter of not forgetting to bring this guy

Page 14: Digital customer journey

Now we have this

Page 15: Digital customer journey

What happens when you don’t prepare for a trip anymore

Page 16: Digital customer journey

It’s getting even easier

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My behaviour changed.

Induced by technology, I changed the way I prepare for driving.

Page 18: Digital customer journey

First we change technology.

Then technology changes us.

Page 19: Digital customer journey

Behaviour change & New decision funnel

Page 20: Digital customer journey

Another story

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When buying a new coffee machine:

Page 22: Digital customer journey

This is how people came to a decision:

Page 23: Digital customer journey

Pre-internet Internet

Dec

isio

n Pr

oces

s

Supplier

Product

Solution

ProblemSupplier

Problem

Solution

Product

Branding

Branding

Content Marketing

HILI

Page 24: Digital customer journey
Page 25: Digital customer journey

Fijn Venushaar

Adiantum raddianum

I knew what I wanted, before entering the Garden Centre

Page 26: Digital customer journey

Pre-internet Internet

Dec

isio

n Pr

oces

s

Supplier

Product

Solution

ProblemSupplier

Problem

Solution

Product

Branding

Branding

Content Marketing

HILI

Page 27: Digital customer journey

Flowers are still (often) an impulsive buy

Page 28: Digital customer journey

New decision funnel, because of new availability of information.

Page 29: Digital customer journey

We used to go to the library

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We moved on to the internet, but a computer was still a place you had to go to.

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Now, it is everywhere

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New decision funnel, because new availability of information.

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Behaviour change

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Behaviour changeNew decision funnel

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Pre-internet

conversion

awareness

consideration

research

use

share

digital customer journey

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Information is always, anywhere and frictionless available.

Page 37: Digital customer journey

Internet

conversion

awareness

consideration

research

use

share

digital customer journey

Page 38: Digital customer journey

Internet

conversion

awareness

consideration

research

use

share

digital customer journey

The research phase gets bigger

Page 39: Digital customer journey

Internet

conversion

awareness

consideration

research

use

share

digital customer journey

Because of information revolution.

This research phase gets bigger

Page 40: Digital customer journey

Internet

conversion

awareness

consideration

research

use

share

digital customer journey

This gets more important

Page 41: Digital customer journey

Internet

conversion

awareness

consideration

research

use

share

digital customer journey

This gets more important

Because of this

Page 42: Digital customer journey

Internet

conversion

awareness

consideration

research

use

share

digital customer journey

This gets more important

Because of this

More power for Word-of-Mouse through social

Page 43: Digital customer journey

Pre-internet Internet

awareness

considerationuse

research

shareawareness

consideration

research

use

share

€ €

conversion conversion

digital customer journey

Page 44: Digital customer journey

New decision funnel goes beyond

the moment of purchase

Page 45: Digital customer journey

1. information phase becomes more important 2. use phase needs more attention 3. word of mouth becomes powerful

New decision funnel: go beyond the purchase

Page 46: Digital customer journey

1. Information phase 2. Use phase 3. Word of mouth

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Emphasis on content marketing

Page 48: Digital customer journey

Stop ‚creating awareness’ with advertising,

start providing information with content marketing.

Page 49: Digital customer journey

Stop YELLING, start HELPING!

Page 50: Digital customer journey
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Pre-internet Internet

awareness

considerationuse

research

shareawareness

consideration

research

use

share

€ €

conversion conversion

digital customer journey

Page 52: Digital customer journey
Page 53: Digital customer journey

Recepten op basis

van ingrediënten

die je al hebt

Een boodschappenlijstje

Page 54: Digital customer journey

So… no more advertising?

Page 55: Digital customer journey

Change advertising into

information using context.

Page 56: Digital customer journey

The same data becomes information for some or advertising for others

depending on the context of that consumer.

Page 57: Digital customer journey

If I want to 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.

Page 58: Digital customer journey

The age of context

spam advertising info

less context more context

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‣ demographic (segmentation)

‣ search word

‣ location

‣ friends

‣ browser history

‣ activity (work, home, bar)

‣ …

The age of context

Page 60: Digital customer journey

Potential need: location closest shop

Potential need: home delivery next week

17:55 PM 22:11 PM

Page 61: Digital customer journey

‣ demographic (segmentation)

‣ search word

‣ location

‣ friends

‣ browser history

‣ activity (work, home, bar)

‣ …

The age of context - Future vision

Page 62: Digital customer journey

We might get tomato’s delivered at our door while making pasta.

Page 63: Digital customer journey

Recap: Be present as a supplier of information in the entire customer journey

Stop YELLING and start HELPING!

Page 64: Digital customer journey

1. Information phase 2. Use phase 3. Word of mouth

Page 65: Digital customer journey

‣ get the experience of your products/services right!

‣ even more important in times of social media

‣ every ‚physical’ product will get a digital counterpart, the least you have to do is become responsive (Mobile)

‣ UX (user experience) important in all its forms

Use phase

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There’s always room for a layer of User Experience

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Make buying really easy

Page 69: Digital customer journey

Make repeat purchase really easy and personal with a interior designer choosing plants for you

Page 70: Digital customer journey

The customer doesn’t care about distribution challenges

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Own the relationship with the customer

Flowershops

Page 72: Digital customer journey

Alibaba, the most valuable retailer, has no inventory.

Uber, the world’s largest taxi company, owns no fleet.

AirBnb, the largest accommodation provider owns no real estate.

Facebook, the most popular media owner, creates no content.

Platform companies, owning the front-end.

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Don’t stop at just building a great product!

Encourage Word of Mouth

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1. Information phase 2. Use phase 3. Word of mouth

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Fogg’s behaviour model

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Plants are emotion and people already have a natural tendency to share

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Stimulate sharing.

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‣ WoM = using the network of your fans as channel

‣ WoM leads to awareness

‣ WoM leads to consideration

Word of Mouth

Page 84: Digital customer journey

Internet

conversion

awareness

consideration

research

use

share

digital customer journey

This gets more important

Because of this

More power for Word-of-Mouse through social media.

This research phase gets bigger

Because of information revolution.

Page 85: Digital customer journey

Understand the digital customer journey.

Page 86: Digital customer journey

Understand the digital customer journey.

Don’t just be the conversion nerd.

Page 87: Digital customer journey

Internet

conversion

awareness

consideration

research

use

share

digital customer journey

Conversion is important!

Page 88: Digital customer journey

Internet

conversion

awareness

consideration

research

use

share

digital customer journey

But it is influenced by the entire customer journey.

Conversion is important!

Page 89: Digital customer journey

What you should remember:

Page 90: Digital customer journey

New decision funnel, because new availability of information.

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‣ changed behaviour

‣ changed decision funnel

‣ Focus on User Experience in your relationship

‣ the whole journey

‣ more emphasis on research over awareness

‣ use content marketing

‣ more information on the use of your product

‣ Stimulate sharing

Take-aways:

Page 92: Digital customer journey

Understand the digital customer

journey.

Page 93: Digital customer journey

Be present in that

journey by being helpful.

Page 94: Digital customer journey

Stop YELLING, start HELPING!

Page 95: Digital customer journey

Conversation

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Questions?

@netlash@stefanjenart

Page 97: Digital customer journey

Wijs bvba

Voorhavenlaan 31/39000 GENT

09 335 22 80 09 330 09 83

http://[email protected]

BE 0473.071.275

Page 98: Digital customer journey