Digital customer journey

Marketing

wijs
  • 1. The digital
 customer journey Floreac
 End of Season Drink Moterra, Honselersdijk (NL) 
 2/7/2015
  • 2. Stefan Jenart Digitale Strateeg
  • 3. His name is Bart His name is Dirk
  • 4. Digital. It’s not about e-commerce or websites or technology. It’s about changed behaviour.
  • 5. First we change technology Then technology changes us
  • 6. First, a story
  • 7. One of our holiday destinations
  • 8. Remember these?
  • 9. These made life a little bit easier
  • 10. “Vergeet de gps niet mee te nemen!” Preparing the trip was a matter of not forgetting to bring this guy
  • 11. Now we have this
  • 12. What happens when you don’t prepare for a trip anymore
  • 13. It’s getting even easier
  • 14. My behaviour changed. Induced by technology, 
 I changed the way I prepare for driving.
  • 15. First we change technology. Then technology changes us.
  • 16. Behaviour change & New decision funnel
  • 17. Another story
  • 18. When buying a new coffee machine:
  • 19. This is how people came to a decision:
  • 20. Pre-internet Internet DecisionProcess Supplier Product Solution ProblemSupplier Problem Solution Product Branding Branding Content Marketing HILI
  • 21. Fijn Venushaar Adiantum raddianum I knew what I wanted, before entering the Garden Centre
  • 22. Pre-internet Internet DecisionProcess Supplier Product Solution ProblemSupplier Problem Solution Product Branding Branding Content Marketing HILI
  • 23. Flowers are still 
 (often) an impulsive buy
  • 24. New decision funnel, because of 
 new availability of information.
  • 25. We used to go to the library
  • 26. We moved on to the internet, but a computer was still a place you had to go to.
  • 27. Now, it is everywhere
  • 28. New decision funnel, because new availability of information.
  • 29. Behaviour change
  • 30. Behaviour change
 New decision funnel
  • 31. Pre-internet € conversion awareness consideration research use share digital customer journey
  • 32. Information is always, 
 anywhere 
 and frictionless available.
  • 33. Internet € conversion awareness consideration research use share digital customer journey
  • 34. Internet € conversion awareness consideration research use share digital customer journey The research phase 
 gets bigger
  • 35. Internet € conversion awareness consideration research use share digital customer journey Because of information revolution. This research phase 
 gets bigger
  • 36. Internet € conversion awareness consideration research use share digital customer journey This gets more important
  • 37. Internet € conversion awareness consideration research use share digital customer journey This gets more important Because of this
  • 38. 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
  • 39. Pre-internet Internet awareness considerationuse research shareawareness consideration research use share € € conversion conversion digital customer journey
  • 40. New decision funnel 
 goes beyond 
 the moment of purchase
  • 41. 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
  • 42. 1. Information phase 2. Use phase 3. Word of mouth
  • 43. Emphasis on content marketing
  • 44. Stop ‚creating awareness’ with advertising, start providing information 
 with content marketing.
  • 45. Stop YELLING, start HELPING!
  • 46. Pre-internet Internet awareness considerationuse research shareawareness consideration research use share € € conversion conversion digital customer journey
  • 47. Recepten op basis van ingrediënten die je al hebt Een boodschappenlijstje
  • 48. So… no more advertising?
  • 49. Change advertising into information using context.
  • 50. The same data becomes information for some 
 or advertising for others 
 depending on the context of that consumer.
  • 51. 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.
  • 52. The age of context spam advertising info less context more context
  • 53. ‣ demographic (segmentation) ‣ search word ‣ location ‣ friends ‣ browser history ‣ activity (work, home, bar) ‣ … The age of context
  • 54. Potential need: 
 location closest shop Potential need: 
 home delivery next week 17:55 PM 22:11 PM
  • 55. ‣ demographic (segmentation) ‣ search word ‣ location ‣ friends ‣ browser history ‣ activity (work, home, bar) ‣ … The age of context - Future vision
  • 56. We might get tomato’s delivered 
 at our door while making pasta.
  • 57. Recap: Be present as a supplier of information 
 in the entire customer journey Stop YELLING and start HELPING!
  • 58. 1. Information phase 2. Use phase 3. Word of mouth
  • 59. ‣ 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
  • 60. There’s always room for a layer of User Experience
  • 61. Make buying really easy
  • 62. Make repeat purchase really easy and personal with a interior designer choosing plants for you
  • 63. The customer doesn’t care 
 about distribution challenges
  • 64. Own the relationship with the customer Flowershops
  • 65. 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.
  • 66. Don’t stop at just building a great product!
 Encourage Word of Mouth
  • 67. 1. Information phase 2. Use phase 3. Word of mouth
  • 68. Fogg’s behaviour model
  • 69. Plants are emotion and people already have 
 a natural tendency to share
  • 70. Stimulate sharing.
  • 71. ‣ WoM = using the network of your fans as channel ‣ WoM leads to awareness ‣ WoM leads to consideration Word of Mouth
  • 72. 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.
  • 73. Understand the digital customer journey.
  • 74. Understand the digital customer journey. Don’t just be the conversion nerd.
  • 75. Internet € conversion awareness consideration research use share digital customer journey Conversion is important!
  • 76. Internet € conversion awareness consideration research use share digital customer journey But it is influenced by the entire customer journey. Conversion is important!
  • 77. What you should remember:
  • 78. New decision funnel, because new availability of information.
  • 79. ‣ 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:
  • 80. Understand 
 the digital customer journey.
  • 81. Be present in that journey by being helpful.
  • 82. Stop YELLING, start HELPING!
  • 83. Conversation
  • 84. Questions? @netlash
 @stefanjenart
  • 85. Wijs bvba Voorhavenlaan 31/3
 9000 GENT 09 335 22 80
 09 330 09 83 http://wijs.be
 info@wijs.be BE 0473.071.275
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    Text
  • 1. The digital
 customer journey Floreac
 End of Season Drink Moterra, Honselersdijk (NL) 
 2/7/2015
  • 2. Stefan Jenart Digitale Strateeg
  • 3. His name is Bart His name is Dirk
  • 4. Digital. It’s not about e-commerce or websites or technology. It’s about changed behaviour.
  • 5. First we change technology Then technology changes us
  • 6. First, a story
  • 7. One of our holiday destinations
  • 8. Remember these?
  • 9. These made life a little bit easier
  • 10. “Vergeet de gps niet mee te nemen!” Preparing the trip was a matter of not forgetting to bring this guy
  • 11. Now we have this
  • 12. What happens when you don’t prepare for a trip anymore
  • 13. It’s getting even easier
  • 14. My behaviour changed. Induced by technology, 
 I changed the way I prepare for driving.
  • 15. First we change technology. Then technology changes us.
  • 16. Behaviour change & New decision funnel
  • 17. Another story
  • 18. When buying a new coffee machine:
  • 19. This is how people came to a decision:
  • 20. Pre-internet Internet DecisionProcess Supplier Product Solution ProblemSupplier Problem Solution Product Branding Branding Content Marketing HILI
  • 21. Fijn Venushaar Adiantum raddianum I knew what I wanted, before entering the Garden Centre
  • 22. Pre-internet Internet DecisionProcess Supplier Product Solution ProblemSupplier Problem Solution Product Branding Branding Content Marketing HILI
  • 23. Flowers are still 
 (often) an impulsive buy
  • 24. New decision funnel, because of 
 new availability of information.
  • 25. We used to go to the library
  • 26. We moved on to the internet, but a computer was still a place you had to go to.
  • 27. Now, it is everywhere
  • 28. New decision funnel, because new availability of information.
  • 29. Behaviour change
  • 30. Behaviour change
 New decision funnel
  • 31. Pre-internet € conversion awareness consideration research use share digital customer journey
  • 32. Information is always, 
 anywhere 
 and frictionless available.
  • 33. Internet € conversion awareness consideration research use share digital customer journey
  • 34. Internet € conversion awareness consideration research use share digital customer journey The research phase 
 gets bigger
  • 35. Internet € conversion awareness consideration research use share digital customer journey Because of information revolution. This research phase 
 gets bigger
  • 36. Internet € conversion awareness consideration research use share digital customer journey This gets more important
  • 37. Internet € conversion awareness consideration research use share digital customer journey This gets more important Because of this
  • 38. 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
  • 39. Pre-internet Internet awareness considerationuse research shareawareness consideration research use share € € conversion conversion digital customer journey
  • 40. New decision funnel 
 goes beyond 
 the moment of purchase
  • 41. 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
  • 42. 1. Information phase 2. Use phase 3. Word of mouth
  • 43. Emphasis on content marketing
  • 44. Stop ‚creating awareness’ with advertising, start providing information 
 with content marketing.
  • 45. Stop YELLING, start HELPING!
  • 46. Pre-internet Internet awareness considerationuse research shareawareness consideration research use share € € conversion conversion digital customer journey
  • 47. Recepten op basis van ingrediënten die je al hebt Een boodschappenlijstje
  • 48. So… no more advertising?
  • 49. Change advertising into information using context.
  • 50. The same data becomes information for some 
 or advertising for others 
 depending on the context of that consumer.
  • 51. 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.
  • 52. The age of context spam advertising info less context more context
  • 53. ‣ demographic (segmentation) ‣ search word ‣ location ‣ friends ‣ browser history ‣ activity (work, home, bar) ‣ … The age of context
  • 54. Potential need: 
 location closest shop Potential need: 
 home delivery next week 17:55 PM 22:11 PM
  • 55. ‣ demographic (segmentation) ‣ search word ‣ location ‣ friends ‣ browser history ‣ activity (work, home, bar) ‣ … The age of context - Future vision
  • 56. We might get tomato’s delivered 
 at our door while making pasta.
  • 57. Recap: Be present as a supplier of information 
 in the entire customer journey Stop YELLING and start HELPING!
  • 58. 1. Information phase 2. Use phase 3. Word of mouth
  • 59. ‣ 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
  • 60. There’s always room for a layer of User Experience
  • 61. Make buying really easy
  • 62. Make repeat purchase really easy and personal with a interior designer choosing plants for you
  • 63. The customer doesn’t care 
 about distribution challenges
  • 64. Own the relationship with the customer Flowershops
  • 65. 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.
  • 66. Don’t stop at just building a great product!
 Encourage Word of Mouth
  • 67. 1. Information phase 2. Use phase 3. Word of mouth
  • 68. Fogg’s behaviour model
  • 69. Plants are emotion and people already have 
 a natural tendency to share
  • 70. Stimulate sharing.
  • 71. ‣ WoM = using the network of your fans as channel ‣ WoM leads to awareness ‣ WoM leads to consideration Word of Mouth
  • 72. 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.
  • 73. Understand the digital customer journey.
  • 74. Understand the digital customer journey. Don’t just be the conversion nerd.
  • 75. Internet € conversion awareness consideration research use share digital customer journey Conversion is important!
  • 76. Internet € conversion awareness consideration research use share digital customer journey But it is influenced by the entire customer journey. Conversion is important!
  • 77. What you should remember:
  • 78. New decision funnel, because new availability of information.
  • 79. ‣ 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:
  • 80. Understand 
 the digital customer journey.
  • 81. Be present in that journey by being helpful.
  • 82. Stop YELLING, start HELPING!
  • 83. Conversation
  • 84. Questions? @netlash
 @stefanjenart
  • 85. Wijs bvba Voorhavenlaan 31/3
 9000 GENT 09 335 22 80
 09 330 09 83 http://wijs.be
 info@wijs.be BE 0473.071.275
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