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Lieselotte Van Tieghem, Sales- & Marketing Manager bij Wijs, gaf deze presentatie voor het eerst op het Oracle event op 14/05/2014. Ze heeft het o.a. over data en daar slimmer mee omgaan, uw klanten beter te leren kennen in hun context, 1 op 1 communicatie, closing the loop & the sweet spot.
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Wijs - mei 2014
Context and personalization in a digital strategy
Hi! I’m Lieselotte.
I work at WijsA digital Agency in Ghent
Marketeers are shouting out quite a bit of buzz words again lately…
Quantified self
What Marketing can learn from the Internet of Things.
The Age of Context
Big data
Digital Transformation
It’s a whole new energy...
According to me it comes down to this…
!
Closing the loop
But as for many companies it’s not just a digital strategy…
Technology supporting
Data-minded User-centric
Digital company
Let me first tell you my story...
Young mom of two children
Happily married to an entrepreneur
Full-time job, not only at Wijs, but also as a mom, wife, housekeeper and secretary
This is how I roll...
I have a need...
‣ I would like to tell them that...
‣ we are an ambitious couple with 2 young children
‣ I have to make lunch boxes every morning
‣ my husband is on an Atkins diet
‣ my son dislikes fruit, but does need the vitamines
‣ I would love to eat and cook healthy every day, but my work rythm and inefficiency lets me down
‣ etc.
You know what? I’m willing to tell my supermarket some stuff…
My supermarket knows exactly what my shopping basket contains:
a combination of fixed and variable products
They could also know I have a fixed day to do my shopping
And I get myself inspired online
‣ On-site analytics
‣ Web analytics
‣ CRM
‣ Data loyalty cards
‣ Customer feedback
‣ etc.
A lot of data assembled out of different corners
Broadcasting Informing
One to one in a new dimension
Now imagine…
‣ when they give me ideas on parties coming up: what to make, how much and what to buy
‣ One click on the button and it’s ready for you waiting in the shop
Or…
A bit creepy, huh?
But customers are actually quite open to this…
It’s a whole new energy...
It’s no longer only about…
!
‣ It’s about getting to know your user
!
‣ It’s about getting to know your user ‣ It’s about getting to know your user in
his context
!
‣ It’s about getting to know your user ‣ It’s about getting to know your user in
his context ‣ And technology is giving us the
possibility to do this: by offering us data
The age of context: data
Data transforms into information or advertising, depending on the context of the consumer.
The age of context
Context changes advertising into information. !
Context is the way to break through the banner blindness of our customers. !
How can you add context to your messages? How can you change advertisement into information? How can you break through the banner blindness?
Ask yourself
Route Reservation
But hey!
What about...
How do we translate emotion, inspiration and impuls on a digital level?
Attribute the correct weight to each touch point.
Let’s take another example
The sweet spot
Advies
Emotie
Inspiratie?
‣ Know your customer and his context
‣ Closing the loop: customer journey & conversion funnels
‣ Get yourself organized: digital company
‣ Break through your own silos
Summarize
België, de bermudadriehoek van de eCommerce
Wijs E-commerce onderzoek V3 coming up
Questions?