Post on 23-Jul-2015
ZMOT1
Source: Consumer Barometer with Google!Base: People who purchased the product/service and are part of the online population
Old Customer Journey
First !Moment of Truth!
shelf
Second !Moment of Truth!
experience
Stimulusads
Source: Consumer Barometer with Google!Base: People who purchased the product/service and are part of the online population
Research Online before purchasing
First !Moment of Truth!
shelf
Second !Moment of Truth!
experience
77%
such as advertisingstarts journey
Stimulus ZMOT
New Mobile Subscription Customer Journey
Source: Consumer Barometer with Google!Base: People who purchased the product/service and are part of the online population
Research Online before purchasing
New Mobile Subscription Customer Journey
77%
ZMOTsuch as advertising
starts journey
Stimulus
online became most important channel prior purchase
PULL not PUSH medium
2
Push Pull
3 INTERACTIVITY not broadcasting
Broadcasting: one-to-many Interactivity
Marketing in Hypermedia Computer-Mediated Environments:!http://www.whueb.com/whuebiz/emarketing/research/m031121/m031121a.pdf
REALTIME RESPONSE
On Twitter, Oreo steals the Super Bowl power outage
TRANSACTIONS
https://www.gov.uk/government/publications/government-digital-strategy/government-digital-strategy
Transactions online can be:
20x 30x cheaper
than postal
50x cheaper
than face-to-face cheaper than phone
https://www.gov.uk/government/publications/government-digital-strategy/government-digital-strategy
With Shift to Digital Services!UK GOV can save 2 bilions € per year
4
ONE TO ONE not ONE to MANY communication
How well do we know our customers?
Network data
CRMBilling
Product Catalog
Social Media
Click-stream
Chat
NPS
CDR
In our world customer is represented by data
Network data
CRM
Product Catalog
Social Media
Click- stream
Chat
NPS
CDR
Billing
more user data = more user knowledge
Big Data To Predict What People Buy30% of Amazon's revenue is produced by its recommendation engine.
https://econsultancy.com/blog/64364-how-predictive-analytics-for-b2b-sales-and-marketing-can-offer-huge-returns#i.17m989ir9hdqb1
5
MANY TO MANY not ONE to MANY communication
SOCIAL MEDIA
Crowdsourcingempowering social media users for work of regular employees
ideassupport promotion
GifGaf
!!!The mobile network run by you!!100% online operated business with no retail distribution & call centres. Customers get support from community. That keeps giffgaff’s costs low and lets them pass savings back to members. !!This approach has led giffgaff to earn 70% Net Promoter score and 91% cust. satisfaction rate !Source: Giffgaff case studyusing community to build an entirely new kind of company
Social CRMbuild relationships with social media users
to turn them into brand advocates
Use social media to utilize personal influencea most powerful type of communication with more influence on public opinion than mass media
6
EARNED!
OWNED!
PAID
You can’t control web
7
NO TIME-SPACE!
boundaries
http://iampaddy.com/lifebelow600/
http://iampaddy.com/lifebelow600/
There is no front page
Other pages 80%
Front Page 20%
Where visitors land
Every page is front page
No prime time
No geo boundaries
Don‘t think of digital as But rather as
BTL ZMOT
PUSHED PULL
BROADCASTED INTERACTIVITY
ONE-TO-MANY ONE-TO-ONE MANY-TO-MANY
TIME-SPACE LIMITED
NO TIME-SPACE BOUNDARIES
PAID MEDIA EARNED & OWNED ECOSYSTEM
Don‘t think of digital as But rather as
BTL ZMOT
PUSHED PULL
BROADCASTED INTERACTIVITY
ONE-TO-MANYONE-TO-ONE
MANY-TO-MANY
TIME-SPACE LIMITED
NO TIME-SPACE
BOUNDARIES
PAID MEDIAEARNED & OWNED
ECOSYSTEM