1. TOUCHPOINT MARKETING
customers don’t think channels

2. Kristof Drossaert
Digital Strategist DigitasLBi Belgium
Lector Digital Strategy
Karel De Grote Hogeschool Antwerpen
@drostof
kristof.drossaert@drostof.be
facebook.com/drostof
linkedin.com/in/drostof
drostof.be

3. THE NEW CUSTOMER
a complex journey

4. The traditional customer in a 3-step model

5. always connected

6. narrowing gap between interest & purchase

7. visual stimulation

8. peer interaction

9. The new customer
external influence
reviews, ratings, search,
community, word-of-mouth,
videos, product comparison
Zero Moment Of Truth

10. New journeys
cross-channel journeys
64%research
online before buy
in-store
57%research
online before buy
online
38%research
in-store before buy
online
consumer research
2013

11. New journeys
digital in-store experience
15%research
on a mobile phone
in-store
11%compared
prices on a mobile
device in-store
7%researched
on a tablet
in-store
consumer research
11%bought
on a mobile device
in-store
2013

12. New journeys
ways to engage
40%follow
at least one brand
35%gave
feedback through
social media
12%checked-in
on an event or
transportation
consumer research
13%used
a mobile coupon
10%scanned
a QR-code
2013

13. IF CUSTOMERS DON’T
THINK CHANNELS THEN
HOW DO I CONVERT ?

14. CONVERSION IS BRANDING
brandbuilding = relationship building

15. BRANDING IN THE PAST

20. BRANDING IN THE
E-COMMERCE AGE

24. WHAT JUST HAPPENED ?

25. In the race for high conversion
brands generalize and use patterns
simple layout and design, white background, …
lead to faster page-loads

26. Conversion has become convention.

27. Conversion has become convention.
…boring!

28. BRANDING IN THE FUTURE

29. How does our mind work ?
MOTIVATION
USABILITY
FAIL
WIN
fun!
boring but important

32. Conversion is …branding!

33. Branding is creating difference

34. Branding is creating difference
…not boring!

35. a brand is a network of associations
in people’s heads
?

36. BRANDING DISSECTED

37. brand
personality
communication
behavior
appearance

38. brand
personality
communication
behavior
appearance
product information
newsletters
social media posts

39. Storytelling
= telling the story of your brand
= giving your brand a personality
good examples can be found in car brands, Red Bull, …

40. Persuasive design
= “Trick” the customer

42. Tone of voice & copy
= personality

43. brand
personality
communication
behavior
appearance
product information newsletters
social media posts
storytelling
persuasive design tone-of-voice & copy
use of channels
(mobile, social, …)
assortment
pricing & promotions

44. run that extra mile

45. Bring added value
= advice, build a community and
relationship, trigger emotions

46. CASE : BEACONS
Beacons enhance the shopping
experience in the store. These beacons
allow store-owners to build specific
targeted offers to their clients.
!
Selected products or shelves can send
out a signal to a certain profile of visitors.
This visitor is then triggered with a call-
to-action to respond to it.

48. Customer service
= be there for your clients at every
step of the experience (touchpoint
marketing)

49. Staff touch points

50. brand
personality
communication
behavior
appearance
product information newsletters
social media posts
storytelling
persuasive design tone-of-voice & copy
use of channels
(mobile, social, …)
assortment
pricing & promotions
product
photography
fonts
store-layout
customer service
added value

51. Break the rules
= try to be different and remarkable

52. Put it in the details
= all communication has to respect
the brand personality

53. CASE : COOLBLUE
Coolblue can be considered one of the
best webshops in Belgium at this
moment. They manage to use every
opportunity to talk to their clients.
!
From the website which is well
constructed, through the very
recognizable blue packages, the follow-
up e-mails and the no-nonsense customer
service, they manage to build an
outstanding customer experience.

54. brand
personality
communication
behavior
appearance
product information newsletters
social media posts
storytelling
persuasive design tone-of-voice & copy
use of channels
(mobile, social, …)
assortment
pricing & promotions
product
photography
fonts
store-layout
break the rules
details

55. BRAND PERSONALITY
ATTRACTS CUSTOMERS
TO A BRAND
-
CONVERSION !

56. BECOME A LOVEBRAND

57. THE (DIGITAL) FUTURE OF
MARKETING
huge challenges ahead

58. TOUCHPOINT MARKETING

60. Every interaction is an opportunity
to sell yourself.
!
Marketing isn’t limited to nice advertisements, a good-
looking website and a cool logo.
!
Marketing happens when a shopper steps through the
front door of your shop, it happens when he visits the
website, when he asks a question on the phone, when he
receives a package at home.

61. Every interaction is an opportunity
to sell your product.
!
Every touchpoint with the client can be an indirect sales
opportunity.
!
Ideas like a Facebook-webshop or coupons through
SnapChat can be part of the brands eco-system.

62. Good experience = generous clients

63. SHOPPING
EXPERIENCE
CUSTOMER
DATA
(“big data”)
PERSONALIZED
DEALS

64. BEWARE = big data is only useful when it’s SMART data

65. QUESTIONS / REMARKS ?