Digital marketing for e-commerce
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Technology changes our decision behaviour. Map the digital customer journey.
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Digital marketing for e-commerce
- 1. 2/06/16 The digital customer journey How internet changes consumer behaviour. Bart De Waele, CEO Wijs & Trendwatcher
- 3. I Digital agency Integrated approach from build to optimize I Focus on strategy… Work based on research and data - no gut feeling I …Combined with powerful execution building things that work. I ROI driven & user first I 60 FTE’s Inhouse marketing professionals, designers, developers , strategist Wijs: in a nutshell
- 4. ‣Developer ‣UX architect‣Designer ‣Copywriter ‣Digital marketeer ‣Social media ‣Front-end
- 8. Internet.
- 9. Internet. It’s not about e-commerce or websites or technology.
- 10. Internet. It’s not about e-commerce or websites or technology. It’s about changed behavior.
- 11. First we change technology. Then technology changes us.
- 12. Information is always, anywhere and frictionless available.
- 13. Let’s start with a story.
- 14. I had to buy a washing machine. When I left school, I rented an apartment to live with my girlfriend.
- 15. 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.
- 16. This is how I came to a decision:
- 17. Supplier I went to a retailer, because they had a cool radio commercial and theme song. 1995
- 18. Supplier Problem I explained my ‚problem’ to the sales guy: starting family, low budget, no kids. 1995
- 19. Supplier Problem Solution He suggested 3 brands of washing machines that fitted my needs. 1995
- 20. I chose the brand that best fitted my needs and feelings. Supplier Problem Solution Product 1995
- 21. 2015 20 years later, that washing machine broke down. I had to buy a new one. Supplier Problem Solution Product 1995
- 22. Problem 2015 I started with Googling my ‚problem’: family with 3 dirty kids, silence is important. Supplier Problem Solution Product 1995
- 23. Problem Solution 2015 I read reviews, descriptions, social info by experts and people like me. Supplier Problem Solution Product 1995
- 24. Problem Solution Product 2015 I chose the brand that best fitted my needs and feelings based on that information. Supplier Problem Solution Product 1995
- 25. Problem Solution Product Supplier 2015 Then I decided where to buy it, based on a mix of price, convenience and service. Supplier Problem Solution Product 1995
- 26. Problem Solution Product Supplier 2015 New decision funnel Supplier Problem Solution Product 1995
- 27. New decision funnel You want to be as high as possible in the decision funnel. Supplier Problem Solution Product 1995 Problem Solution Product Supplier 2015
- 28. New decision funnel Branding Supplier Problem Solution Product 1995 You want to get that cool theme song in their heads. Problem Solution Product Supplier 2015
- 29. New decision funnel Branding Content Marketing You want to be found in that research phase. Supplier Problem Solution Product 1995 Problem Solution Product Supplier 2015
- 30. Supplier Problem Solution Product 1995 New decision funnel Branding Content Marketing Branding Branding is still important! Problem Solution Product Supplier 2015
- 32. New decision funnel, because new availability of information.
- 33. In 1995, I had to go to a library to do research. New decision funnel, because new availability of information.
- 34. 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. New decision funnel, because new availability of information.
- 35. 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. New decision funnel, because new availability of information.
- 36. (But ICT revolution will continue…) Caution! There is no complete frictionless information yet!
- 37. Supplier Problem Solution Product Problem Solution Product Supplier 1995 2015 Information friction Information frictionless
- 38. Supplier Problem Solution Product Problem Solution Product Supplier 1995 2015 Information friction Information frictionless Still some friction in information!
- 39. Low involvement High involvement Supplier Problem Solution Product Problem Solution Product Supplier 1995 2015 Information friction Information frictionless Still some friction in information! I’m only using the research decision funnel for high involvement items.
- 40. Low involvement High involvement Supplier Problem Solution Product Problem Solution Product Supplier 1995 2015 Information friction Information frictionless Still some friction in information! I’m only using the research decision funnel for high involvement items. Not prepared to do research for low involvement items.
- 41. Low involvement High involvement Supplier Problem Solution Product Problem Solution Product Supplier 1995 2015 Information friction Information frictionless I’m only using the research decision funnel for high involvement items. Not prepared to do research for low involvement items.
- 42. Low involvement High involvement Supplier Problem Solution Product Problem Solution Product Supplier 1995 2015 Information friction Information frictionless Tap into the right decision funnel!
- 43. Low involvement High involvement Supplier Problem Solution Product Problem Solution Product Supplier 1995 2015 Information friction Information frictionless Tap into the right decision funnel! But know that the ICT revolution will keep moving products to the new model.
- 44. ?
- 46. Behavior change. New decision funnel.
- 49. Internet € conversion awareness consideration research use share digital customer journey This research phase gets bigger
- 50. Internet € conversion awareness consideration research use share digital customer journey Because of information revolution. This research phase gets bigger
- 51. € conversion awareness consideration research use share This gets more important Internet digital customer journey
- 52. € conversion awareness consideration research use share This gets more important Because of this Internet digital customer journey
- 53. € conversion awareness consideration research use share This gets more important Because of this More power for Word-of-Mouse through social media. Internet digital customer journey
- 54. Pre-internet Internet awareness considerationuse research shareawareness consideration research use share € € conversion conversion digital customer journey
- 55. Changed digital customer journey •same old customer journey! •more focus on research and share •customer in control •start helping, stop yelling
- 56. 5
- 57. 1. Content marketing What does ‘helping not yelling’ actually mean?
- 58. vs.
- 59. vs.
- 61. 2. Close the loop
- 62. Capture the ‘intent’ on the internet. Optimize your website funnel (CRO). Link back to your bottom line.
- 63. 2. Close the loop •look at the complete funnel •optimize every part of the funnel •but keep the bottom line as KPI! •hint: you might need a good CRM…
- 64. 3. Kill the silo The story of the bike.
- 65. 3. Kill the silo •multi-screen user •webrooming > showrooming •channel-hopping, across generations •it’s not about e-commerce, it’s about e-influence
- 66. 4. Build in Hot Triggers
- 68. Don’t just focus on Motivation and Ability.
- 69. Don’t just focus on Motivation and Ability. Build in Hot Triggers!
- 70. A trigger can be as simple as a like button.
- 71. Or it can be something more clever.
- 72. Your name on a bottle = trigger your vanity. Or it can be something more clever.
- 73. Your name on a bottle = trigger your vanity. Trigger the posting of a selfie with the bottle. Or it can be something more clever.
- 74. Your name on a bottle = trigger your vanity. Trigger the posting of a selfie with the bottle. Free advertising for Coke on Facebook… Or it can be something more clever.
- 75. 5. Map the entire customer journey
- 76. 5. Map the entire customer journey •awareness, appreciation, action, advocacy
- 78. 5. Map the entire customer journey •awareness, appreciation, action, advocacy •mapped on the channels Earned/Paid/Owned
- 81. 5. Map the entire customer journey •awareness, appreciation, action, advocacy •mapped on the channels Earned/Paid/Owned •translated to tactics
- 82. AAAA-dashboard
- 83. 5. Map the entire customer journey •awareness, appreciation, action, advocacy •mapped on the channels Earned/Paid/Owned •translated to tactics •tracked in a KPI-dashboard
- 85. 5. Map the entire customer journey •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
- 86. Content mapping DMU Awareness Appreciation Action Advocacy Marketing Manager Content: ROI Form: PPT Channel: Slideshare … … … E-Marketeer Content: HowTo’s Form: Blog, Tweets Channel: Site, Social media … … … CFO … … … … IT … … … …
- 87. 5. Map the entire customer journey •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
- 88. What you should remember.
- 89. What you should remember. •digital changes the decision funnel •use content marketing •close the loop en use a CRM •don’t think in siloes •build in hot triggers •use the AAAA - EPO framework to plan your content
- 90. Stop yelling. Start helping.
- 92. Bart De Waele, CEO Wijs bart@wijs.be @netlash