The Digital Customer Journey

Marketing

bart-de-waele
  • 1. Conversion Day 2/6/2015 The digital
 customer journey
  • 2. Hi! My name is Bart. I work for digital 
 agency Find me on : @netlash.
  • 3. Internet.
  • 4. Internet. It’s not about e-commerce or websites or technology.
  • 5. Internet. It’s not about e-commerce or websites or technology. It’s about changed behaviour.
  • 6. First we change technology. Then technology changes us.
  • 7. Let’s start with a story.
  • 8. I worked at a bank end of the 90’s.
  • 9. I worked at a bank end of the 90’s. Do you remember the 90’s?
 We still used these:
  • 10. I worked at a 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. Remember these?
  • 12. I prepared the night before by printing out lots of route descriptions.
  • 13. Now I have this.
  • 14. I don’t even think about preparing anymore. The information comes to me, frictionless, the moment I need it. Now I have this.
  • 15. My behaviour changed. Induced by technology, I changed the way I prepare for driving.
  • 16. ICT = Information and Communications Technology Emphasis on 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 we used to plan 
 ‚going out’ in the 80’s?Weeks ahead.
  • 19. Now we have this. We don’t plan anymore. Connectivity is always, anywhere and frictionless available.
  • 20. First we change technology. Then technology changes us.
  • 21. Information is always, anywhere and frictionless available.
  • 22. Behaviour change.
  • 23. Another story.
  • 24. I had to buy a washing machine. When I left school, I rented an apartment to live with my girlfriend.
  • 25. I had to buy 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 how I came to a decision:
  • 27. Supplier 1995 I went to a 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 3 brands of washing machines that fitted my needs.
  • 30. Supplier Problem Solution Product 1995 I chose the brand that best fitted my needs and feelings.
  • 31. Supplier Problem Solution Product 1995 2014 19 years later, that washing machine broke down. I had to buy a new one.
  • 32. Supplier Problem Solution Product Problem 1995 2014 I started with Googling my ‚problem’: family with 3 dirty kids, silence is important.
  • 33. Supplier Problem Solution Product Problem Solution 1995 2014 I read reviews, descriptions, social info by experts and people like me.
  • 34. Supplier Problem Solution Product Problem Solution Product 1995 2014 I chose the brand that best fitted my needs and feelings based on that information.
  • 35. Supplier Problem Solution Product Problem Solution Product Supplier 1995 2014 Then I decided where to buy it, based on a mix of price, convenience and service.
  • 36. Supplier Problem Solution Product Problem Solution Product Supplier 1995 2014 New decision funnel
  • 37. Supplier Problem Solution Product Problem Solution Product Supplier 1995 2014 New decision funnel You want to be as high as possible in the decision funnel.
  • 38. Supplier Problem Solution Product Problem Solution Product Supplier 1995 2014 New decision funnel Branding You want to get that cool theme song in their heads.
  • 39. Supplier Problem Solution Product Problem Solution Product Supplier 1995 2014 New decision funnel Branding Content
 Marketing You want to be found in that research phase.
  • 40. Supplier Problem Solution Product Problem Solution Product Supplier 1995 2014 New decision funnel 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 revolution will continue…) Caution! There is no complete frictionless information yet!
  • 46. Supplier Problem Solution Product Problem Solution Product Supplier 1995 2015 Information friction Information frictionless
  • 47. Supplier Problem Solution Product Problem Solution Product Supplier 1995 2015 Information friction Information frictionless Still some friction in information!
  • 48. Supplier Problem Solution Product Problem Solution Product Supplier 1995 2015 Information friction Information 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 friction Information 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 friction Information 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 friction Information frictionless Low involvement High involvement Tap into the right decision funnel!
  • 52. Supplier Problem Solution Product Problem Solution Product Supplier 1995 2015 Information friction Information 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. Behaviour change.
  • 54. Behaviour change. New decision funnel.
  • 55. Pre-internet € conversion awareness consideration research use share digital customer journey
  • 56. New decision funnel, because new availability of information.
  • 57. Information is always, anywhere and frictionless available.
  • 58. Pre-internet € conversion awareness consideration research use share digital customer journey
  • 59. Internet € conversion awareness consideration research use share digital customer journey
  • 60. Internet € conversion awareness consideration research use share digital customer journey This research phase 
 gets bigger
  • 61. Internet € conversion awareness consideration research use share digital customer journey Because of information revolution. This research phase 
 gets bigger
  • 62. Internet € conversion awareness consideration research use share digital customer journey This gets more important
  • 63. Internet € conversion awareness consideration research use share digital customer journey This gets more important Because of this
  • 64. 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.
  • 65. Pre-internet Internet awareness considerationuse research shareawareness consideration research use share € € conversion conversion digital customer journey
  • 66. ‣ information phase becomes more important ‣ use phase needs more attention ‣ word of mouth becomes powerful New decision funnel = new focus
  • 67. 1. Information phase
  • 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 information with context.
  • 71. The age of context
  • 72. Data transforms into information or advertising, depending on the context of the consumer. The age of context
  • 73. 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. The age of context
  • 74. Data transforms into information or advertising, depending on the context of the consumer. The age of context
  • 75. The age of context 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 present as 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. 2. Use phase
  • 79. ‣ get the experience 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 at just building a great product!
  • 81. Don’t stop at just building a great product!
 To provokeWord of Mouth you have to build in triggers in your product.
  • 82. 3. Word of Mouth
  • 83. ‣ deliberately triggerWord of Mouth ‣ build inWoM triggers! Word of Mouth
  • 84. BJ Fogg’s behaviour model
  • 85. Don’t just focus on Motivation and Ability.
  • 86. Don’t just focus on Motivation and Ability. Build in
 Hot Triggers!
  • 87. Create things worth sharing.
  • 88. A trigger can be as simple as a like button.
  • 89. Or it can be something cleverer.
  • 90. Or it can be something cleverer. Your name on a bottle = trigger your vanity.
  • 91. Or it can be something cleverer. Your name on a bottle = trigger your vanity. Trigger the posting of a selfie with the bottle.
  • 92. Or it can be 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…
  • 93. ‣ deliberately triggerWord of Mouth ‣ build inWoM triggers in your product Word of Mouth
  • 94. 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.
  • 95. ‣ WoM = using the network of your fans as channel ‣ WoM leads to awareness ‣ WoM leads to consideration Word of Mouth
  • 96. Understand the digital customer journey.
  • 97. Understand the digital customer journey. Don’t be just the conversion nerd.
  • 98. Internet € conversion awareness consideration research use share digital customer journey Conversion is important.
  • 99. Internet € conversion awareness consideration research use share digital customer journey Conversion is important. But it is influenced by the entire customer journey.
  • 100. ‣ awareness, appreciation, action, advocacy Map the entire customer journey to improve conversion.
  • 101. Advocacy Action Awareness Appreciation
  • 102. ‣ awareness, appreciation, action, advocacy ‣ mapped on the channels Earned/Paid/Owned Map the entire customer journey to improve conversion.
  • 103. Paid Owned Earned
  • 104. AdvocacyAction Awareness Appreciation Paid Owned Earned
  • 105. ‣ awareness, appreciation, action, advocacy ‣ mapped on the channels Earned/Paid/Owned ‣ translated to tactics Map the entire customer journey to improve conversion.
  • 106. 
 AAAA dashboard
  • 107. ‣ 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.
  • 108. Automated
 KPI dashboard
  • 109. Automated
 KPI dashboard
  • 110. ‣ 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.
  • 111. DMU Awareness Consideration Research 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
  • 112. What you should remember:
  • 113. New decision funnel, because new availability of information.
  • 114. ?
  • 115. ? ICT revolution will not end here…
  • 116. ‣ 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
  • 117. Understand the digital customer journey.
  • 118. Understand the digital customer journey. Be present in the entire journey by being helpful.
  • 119. StopYELLING, start HELPING!
  • 120. Understand the digital customer journey. Be present in the entire journey by being helpful. Use ‘conversion’ as a bottomline trick to convince the entire company (esp. management).
  • 121. Conversation
  • 122. Questions? Questions?
  • 123. Questions? Questions? bart@wijs.be @netlash
  • 124. 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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  • 1. Conversion Day 2/6/2015 The digital
 customer journey
  • 2. Hi! My name is Bart. I work for digital 
 agency Find me on : @netlash.
  • 3. Internet.
  • 4. Internet. It’s not about e-commerce or websites or technology.
  • 5. Internet. It’s not about e-commerce or websites or technology. It’s about changed behaviour.
  • 6. First we change technology. Then technology changes us.
  • 7. Let’s start with a story.
  • 8. I worked at a bank end of the 90’s.
  • 9. I worked at a bank end of the 90’s. Do you remember the 90’s?
 We still used these:
  • 10. I worked at a 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. Remember these?
  • 12. I prepared the night before by printing out lots of route descriptions.
  • 13. Now I have this.
  • 14. I don’t even think about preparing anymore. The information comes to me, frictionless, the moment I need it. Now I have this.
  • 15. My behaviour changed. Induced by technology, I changed the way I prepare for driving.
  • 16. ICT = Information and Communications Technology Emphasis on 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 we used to plan 
 ‚going out’ in the 80’s?Weeks ahead.
  • 19. Now we have this. We don’t plan anymore. Connectivity is always, anywhere and frictionless available.
  • 20. First we change technology. Then technology changes us.
  • 21. Information is always, anywhere and frictionless available.
  • 22. Behaviour change.
  • 23. Another story.
  • 24. I had to buy a washing machine. When I left school, I rented an apartment to live with my girlfriend.
  • 25. I had to buy 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 how I came to a decision:
  • 27. Supplier 1995 I went to a 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 3 brands of washing machines that fitted my needs.
  • 30. Supplier Problem Solution Product 1995 I chose the brand that best fitted my needs and feelings.
  • 31. Supplier Problem Solution Product 1995 2014 19 years later, that washing machine broke down. I had to buy a new one.
  • 32. Supplier Problem Solution Product Problem 1995 2014 I started with Googling my ‚problem’: family with 3 dirty kids, silence is important.
  • 33. Supplier Problem Solution Product Problem Solution 1995 2014 I read reviews, descriptions, social info by experts and people like me.
  • 34. Supplier Problem Solution Product Problem Solution Product 1995 2014 I chose the brand that best fitted my needs and feelings based on that information.
  • 35. Supplier Problem Solution Product Problem Solution Product Supplier 1995 2014 Then I decided where to buy it, based on a mix of price, convenience and service.
  • 36. Supplier Problem Solution Product Problem Solution Product Supplier 1995 2014 New decision funnel
  • 37. Supplier Problem Solution Product Problem Solution Product Supplier 1995 2014 New decision funnel You want to be as high as possible in the decision funnel.
  • 38. Supplier Problem Solution Product Problem Solution Product Supplier 1995 2014 New decision funnel Branding You want to get that cool theme song in their heads.
  • 39. Supplier Problem Solution Product Problem Solution Product Supplier 1995 2014 New decision funnel Branding Content
 Marketing You want to be found in that research phase.
  • 40. Supplier Problem Solution Product Problem Solution Product Supplier 1995 2014 New decision funnel 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 revolution will continue…) Caution! There is no complete frictionless information yet!
  • 46. Supplier Problem Solution Product Problem Solution Product Supplier 1995 2015 Information friction Information frictionless
  • 47. Supplier Problem Solution Product Problem Solution Product Supplier 1995 2015 Information friction Information frictionless Still some friction in information!
  • 48. Supplier Problem Solution Product Problem Solution Product Supplier 1995 2015 Information friction Information 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 friction Information 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 friction Information 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 friction Information frictionless Low involvement High involvement Tap into the right decision funnel!
  • 52. Supplier Problem Solution Product Problem Solution Product Supplier 1995 2015 Information friction Information 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. Behaviour change.
  • 54. Behaviour change. New decision funnel.
  • 55. Pre-internet € conversion awareness consideration research use share digital customer journey
  • 56. New decision funnel, because new availability of information.
  • 57. Information is always, anywhere and frictionless available.
  • 58. Pre-internet € conversion awareness consideration research use share digital customer journey
  • 59. Internet € conversion awareness consideration research use share digital customer journey
  • 60. Internet € conversion awareness consideration research use share digital customer journey This research phase 
 gets bigger
  • 61. Internet € conversion awareness consideration research use share digital customer journey Because of information revolution. This research phase 
 gets bigger
  • 62. Internet € conversion awareness consideration research use share digital customer journey This gets more important
  • 63. Internet € conversion awareness consideration research use share digital customer journey This gets more important Because of this
  • 64. 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.
  • 65. Pre-internet Internet awareness considerationuse research shareawareness consideration research use share € € conversion conversion digital customer journey
  • 66. ‣ information phase becomes more important ‣ use phase needs more attention ‣ word of mouth becomes powerful New decision funnel = new focus
  • 67. 1. Information phase
  • 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 information with context.
  • 71. The age of context
  • 72. Data transforms into information or advertising, depending on the context of the consumer. The age of context
  • 73. 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. The age of context
  • 74. Data transforms into information or advertising, depending on the context of the consumer. The age of context
  • 75. The age of context 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 present as 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. 2. Use phase
  • 79. ‣ get the experience 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 at just building a great product!
  • 81. Don’t stop at just building a great product!
 To provokeWord of Mouth you have to build in triggers in your product.
  • 82. 3. Word of Mouth
  • 83. ‣ deliberately triggerWord of Mouth ‣ build inWoM triggers! Word of Mouth
  • 84. BJ Fogg’s behaviour model
  • 85. Don’t just focus on Motivation and Ability.
  • 86. Don’t just focus on Motivation and Ability. Build in
 Hot Triggers!
  • 87. Create things worth sharing.
  • 88. A trigger can be as simple as a like button.
  • 89. Or it can be something cleverer.
  • 90. Or it can be something cleverer. Your name on a bottle = trigger your vanity.
  • 91. Or it can be something cleverer. Your name on a bottle = trigger your vanity. Trigger the posting of a selfie with the bottle.
  • 92. Or it can be 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…
  • 93. ‣ deliberately triggerWord of Mouth ‣ build inWoM triggers in your product Word of Mouth
  • 94. 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.
  • 95. ‣ WoM = using the network of your fans as channel ‣ WoM leads to awareness ‣ WoM leads to consideration Word of Mouth
  • 96. Understand the digital customer journey.
  • 97. Understand the digital customer journey. Don’t be just the conversion nerd.
  • 98. Internet € conversion awareness consideration research use share digital customer journey Conversion is important.
  • 99. Internet € conversion awareness consideration research use share digital customer journey Conversion is important. But it is influenced by the entire customer journey.
  • 100. ‣ awareness, appreciation, action, advocacy Map the entire customer journey to improve conversion.
  • 101. Advocacy Action Awareness Appreciation
  • 102. ‣ awareness, appreciation, action, advocacy ‣ mapped on the channels Earned/Paid/Owned Map the entire customer journey to improve conversion.
  • 103. Paid Owned Earned
  • 104. AdvocacyAction Awareness Appreciation Paid Owned Earned
  • 105. ‣ awareness, appreciation, action, advocacy ‣ mapped on the channels Earned/Paid/Owned ‣ translated to tactics Map the entire customer journey to improve conversion.
  • 106. 
 AAAA dashboard
  • 107. ‣ 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.
  • 108. Automated
 KPI dashboard
  • 109. Automated
 KPI dashboard
  • 110. ‣ 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.
  • 111. DMU Awareness Consideration Research 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
  • 112. What you should remember:
  • 113. New decision funnel, because new availability of information.
  • 114. ?
  • 115. ? ICT revolution will not end here…
  • 116. ‣ 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
  • 117. Understand the digital customer journey.
  • 118. Understand the digital customer journey. Be present in the entire journey by being helpful.
  • 119. StopYELLING, start HELPING!
  • 120. Understand the digital customer journey. Be present in the entire journey by being helpful. Use ‘conversion’ as a bottomline trick to convince the entire company (esp. management).
  • 121. Conversation
  • 122. Questions? Questions?
  • 123. Questions? Questions? bart@wijs.be @netlash
  • 124. 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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