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The digitalcustomer
journeyFloreac
End of Season Drink Moterra, Honselersdijk (NL)
2/7/2015
Stefan Jenart
Digitale Strateeg
His name is Bart His name is Dirk
Digital. It’s not about e-commerce or websites or technology. It’s about changed behaviour.
First we change technology Then technology changes us
First, a story
One of our holiday destinations
Remember these?
These made life a little bit easier
“Vergeet de gps niet mee te nemen!”
Preparing the trip was a matter of not forgetting to bring this guy
Now we have this
What happens when you don’t prepare for a trip anymore
It’s getting even easier
My behaviour changed.
Induced by technology, I changed the way I prepare for driving.
First we change technology.
Then technology changes us.
Behaviour change & New decision funnel
Another story
When buying a new coffee machine:
This is how people came to a decision:
Pre-internet Internet
Dec
isio
n Pr
oces
s
Supplier
Product
Solution
ProblemSupplier
Problem
Solution
Product
Branding
Branding
Content Marketing
HILI
Fijn Venushaar
Adiantum raddianum
I knew what I wanted, before entering the Garden Centre
Pre-internet Internet
Dec
isio
n Pr
oces
s
Supplier
Product
Solution
ProblemSupplier
Problem
Solution
Product
Branding
Branding
Content Marketing
HILI
Flowers are still (often) an impulsive buy
New decision funnel, because of new availability of information.
We used to go to the library
We moved on to the internet, but a computer was still a place you had to go to.
Now, it is everywhere
New decision funnel, because new availability of information.
Behaviour change
Behaviour changeNew decision funnel
Pre-internet
€
conversion
awareness
consideration
research
use
share
digital customer journey
Information is always, anywhere and frictionless available.
Internet
€
conversion
awareness
consideration
research
use
share
digital customer journey
Internet
€
conversion
awareness
consideration
research
use
share
digital customer journey
The research phase gets bigger
Internet
€
conversion
awareness
consideration
research
use
share
digital customer journey
Because of information revolution.
This research phase gets bigger
Internet
€
conversion
awareness
consideration
research
use
share
digital customer journey
This gets more important
Internet
€
conversion
awareness
consideration
research
use
share
digital customer journey
This gets more important
Because of this
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
Pre-internet Internet
awareness
considerationuse
research
shareawareness
consideration
research
use
share
€ €
conversion conversion
digital customer journey
New decision funnel goes beyond
the moment of purchase
1. information phase becomes more important 2. use phase needs more attention 3. word of mouth becomes powerful
New decision funnel: go beyond the purchase
1. Information phase 2. Use phase 3. Word of mouth
Emphasis on content marketing
Stop ‚creating awareness’ with advertising,
start providing information with content marketing.
Stop YELLING, start HELPING!
Pre-internet Internet
awareness
considerationuse
research
shareawareness
consideration
research
use
share
€ €
conversion conversion
digital customer journey
Recepten op basis
van ingrediënten
die je al hebt
Een boodschappenlijstje
So… no more advertising?
Change advertising into
information using context.
The same data becomes information for some or advertising for others
depending on the context of that consumer.
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
spam advertising info
less context more context
‣ demographic (segmentation)
‣ search word
‣ location
‣ friends
‣ browser history
‣ activity (work, home, bar)
‣ …
The age of context
Potential need: location closest shop
Potential need: home delivery next week
17:55 PM 22:11 PM
‣ demographic (segmentation)
‣ search word
‣ location
‣ friends
‣ browser history
‣ activity (work, home, bar)
‣ …
The age of context - Future vision
We might get tomato’s delivered at our door while making pasta.
Recap: Be present as a supplier of information in the entire customer journey
Stop YELLING and start HELPING!
1. Information phase 2. Use phase 3. Word of mouth
‣ get the experience of your products/services right!
‣ even more important in times of social media
‣ every ‚physical’ product will get a digital counterpart, the least you have to do is become responsive (Mobile)
‣ UX (user experience) important in all its forms
Use phase
There’s always room for a layer of User Experience
Make buying really easy
Make repeat purchase really easy and personal with a interior designer choosing plants for you
The customer doesn’t care about distribution challenges
Own the relationship with the customer
Flowershops
Alibaba, the most valuable retailer, has no inventory.
Uber, the world’s largest taxi company, owns no fleet.
AirBnb, the largest accommodation provider owns no real estate.
Facebook, the most popular media owner, creates no content.
Platform companies, owning the front-end.
Don’t stop at just building a great product!
Encourage Word of Mouth
1. Information phase 2. Use phase 3. Word of mouth
Fogg’s behaviour model
Plants are emotion and people already have a natural tendency to share
Stimulate sharing.
‣ WoM = using the network of your fans as channel
‣ WoM leads to awareness
‣ WoM leads to consideration
Word of Mouth
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.
Understand the digital customer journey.
Understand the digital customer journey.
Don’t just be the conversion nerd.
Internet
€
conversion
awareness
consideration
research
use
share
digital customer journey
Conversion is important!
Internet
€
conversion
awareness
consideration
research
use
share
digital customer journey
But it is influenced by the entire customer journey.
Conversion is important!
What you should remember:
New decision funnel, because new availability of information.
‣ changed behaviour
‣ changed decision funnel
‣ Focus on User Experience in your relationship
‣ the whole journey
‣ more emphasis on research over awareness
‣ use content marketing
‣ more information on the use of your product
‣ Stimulate sharing
Take-aways:
Understand the digital customer
journey.
Be present in that
journey by being helpful.
Stop YELLING, start HELPING!
Conversation
Questions?
@netlash@stefanjenart
Wijs bvba
Voorhavenlaan 31/39000 GENT
09 335 22 80 09 330 09 83
http://[email protected]
BE 0473.071.275