Engaging with iConsumer - BDMA Congres

Engaging with the iConsumer

Vincent Nolf Managing Director Business Clients Mail

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The buying decision journey of the iConsumer has changed

Letterbox offers you fantastic new opportunities

The buying decision journey of the iConsumer has changed Winning the Zero Moment of truth

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THE NEW MENTAL MODEL…

THE TRADITIONAL MENTAL MODEL OF MARKETING FOR A LONG TIME

Source: Winning the zero moment of truth, Google

ZMOT is a vital new addition to the classic three-step process of stimulus, shelf, experience. What are people doing in the ZMOT…

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18%

22%

22%

31%

36%

38%

49%

50%

Become a friend/follower/”liked” a …

Search information from a retailer/store website

Read comments following an article/opinion

Read product reviews or endorsements online

Search for information from a product …

Compare products online

Talk with friends/family about the product

Search online, use search engine (net)

Source: Winning the zero moment of truth, Google

Advertising Mail is the 2nd most important stimulus to enter into the zero moment of truth. Most important stimuli to enter into the zero moment of truth

5 16%

21%

22%

23%

24%

27%

28%

29%

31%

37%

Saw an ad on an outdoor billboard

Watched a TV show that featured the product

Noticed advertising while browsing online

Read information in an email received from a

brand/manufacturer

Looked at/read magazine advertisements

Read magazine articles/reviews/information

Read newspaper articles/reviews/information

Saw an ad in a newspaper/newspaper insert

Received mail at home from a

brand/manufacturer (e.g., catalogue, …

Saw advertisements on television

Source: Winning the zero moment of truth, Google

According to McKinsey as well, The letterbox is considered as one of most important touchpoints related to the purchase … % of total customers

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27

27%

35%

38%

62% OF CUSTOMERS USE DIGITAL CHANNELS

Source: "Evolve or Perish: Digital Darwinism for Belgian Companies", 2012-2013

ONLINER Purchases online and learns about brands / products mostly online.

ROPO Purchases offline using info collected through online channels.

OFFLINER Purchases and learns about products mostly via traditional channels.

2. Website 1. Search

3. E-mail

TOP 4

4. Letterbox

2. Website 1. Search

3. Letterbox

TOP 3

2. Letterbox 1. Store visit

3. Representative

TOP 3

In this context, letterbox is one of the most important touchpoints in the buyer’s decision

All industries, number of times considered important per 100 purchases, end-to-end

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SOCIAL MEDIA

OUT OF HOME

CINEMA

WEB BANNERING

RADIO

B2C CALL

TV

REPRESENTATIVE

PRESS

E-MAIL

LETTERBOX

E-MAIL TO COMPANY

CALL TO COMPANY

STORE VISIT

WEBSITE

SEARCH

1%

1%

0%

2%

2%

4%

7%

8%

9%

12%

2%

6%

13%

17%

22%

21%

SIMILAR INSIGHTS AVAILABLE FOR

21 industries

On or offline buyers

Loyal or switching customers

Age groups

Regions

Etc.

Source: "Evolve or Perish: Digital Darwinism for Belgian Companies", Nov. 2012

The Letterbox combines well with online search

Considered as an important touchpoint in terms of final purchase, end-to-end

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+80%

Letterbox is the only offline touchpoint that

performs better than email when combined

with search

22%

39%

32%

25%

27%

Source: "Evolve or Perish: Digital Darwinism for Belgian Companies", 2012-2013

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of customers check their mailbox

everyday.

91%

Source: Letterbox Consumer Survey, TNS Media, 2014

All consumers are interested as well by their Letterbox

10 Source: Letterbox Consumer Survey, TNS Media, 2014

HEAVY E-BUYER

73%

HEAVY WEB USER

74%

70% of Belgian consumers are curious to discover what is in their letterbox

Direct Mail allows to increase your visibility

Number of commercial pieces/week

11

3,4

4,1

3,9

4

28,7

32,6

47,9

26 ALL

HEAVY E-SHOPPER

HOME INTERNET

18-34

Source: Letterbox Consumer Survey, TNS Media, 2014

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Full

45%

Partial

20%

Glanced 22%

Direct Mail offers a broad and quality contact

87% of direct mail are read

Source: Letterbox Consumer Survey, TNS Media, 2014

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E-buyers read even more Direct Mail

HEAVY E-BUYER

89%

Source: Letterbox Consumer Survey, TNS Media, 2014

Direct Mail creates online traffic

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“I visited the brand website after reading a

direct mail from that brand.”

ONLINE SHOPPERS 71%

SOCIAL MEDIA USERS 53%

Source: Letterbox Consumer Survey, TNS Media, 2014

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Activating e-shoppers through a post card

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Excellent recall rate of

77%

Improved the Top of Mind position with

143%

Intention to act

14% Zalando Direct Mail

Activating drivers to interact with a brand

14%

10%

10%

10%

Visit Open door

Visit website of the brand to

find more information

Visit a concessionary to find

more information

Visit a concessionary to have

a test drive

Source: Automotive case, DM barometer 2014, BtC n; 300

Citroën Unaddressed Mail, day certain, National

Activating drivers to interact with a brand

Will this car brand be considered when you’ll buy a new car? TOTAL SAMPLE (N=300) – 100% OF RESPONDENTS

33%

53%

Control group +60,6%

Increase after only 1 folder

Source: Automotive case, DM barometer 2014, BtC n; 300

Citroën Unaddressed Mail, day certain, National

Creating point of sales trafic and brand visibility

Gamma Unaddressed Mail, day certain, National

Creating point of sales trafic and brand visibility

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21 NMBS, 2013

NMBS/SNCB Moving a key moment

in people’s lives

Engaging with customers

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Coolblue If it comes to customer

satisfaction, Coolblue prefers to send a postcard.

Coolblue Direct mail postcard

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• Letterbox remains a valuable channel for all consumers, even the most digital

• In this environment, Direct Mail reinforces digital strategies to raise web traffic, especially in combination with search

• It offers high contact value:

– 87% readership, activating to purchase

– one of most important touchpoints related to the purchase moment

• For an increasing number of advertisers, letterbox is fully integrated in the way to reach and engage with the iConsumer

iConsumer is first of all … a human