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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
2.
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
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
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
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!
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.
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…
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
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.
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
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
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