communicating with today's consumer (by @vrederik / wijs)
Post on 22-Nov-2014
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Communicating with today’s consumer
Warning
BUZZWORDS
the consumer has changed
Question?
Question?
Decision process?
old funnel
supplierproblem
solutionproduct
problem
solution
productsupplier
new funnel
= digital:online research, peers, …
the consumer is highly informed
„You pay too much …”
„I pay too much …”
the consumer still has a need
Decision process?
= yelling
old funnel
supplierproblem
solutionproduct
problem
solution
productsupplier
new funnel
= helping
https://wijs.be/nl/trends-inzichten/blog/detail/verhuizen-hacked-by-wijs
https://wijs.be/nl/trends-inzichten/blog/detail/verhuizen-hacked-by-wijs
= free leads ;)
Y U NOHERE?
https://wijs.be/nl/portfolio/detail/campagnestrategie-voor-switch
https://wijs.be/nl/portfolio/detail/campagnestrategie-voor-switch
https://wijs.be/nl/portfolio/detail/hans-anders-oogtest
the consumer expects relevance
I grew up deliberately watching commercials. I loved them.
They watched too many ads.
They developed banner blindness.
Children today have a terrible disease …
spam advertising info
less context more context
Context transforms spam into information
Context = the way to break through the banner blindness of our customers. !
is for context
is for personalization
is for data
The Internet of Things
Wearables
3 main battlefields:
‣ quantified self
‣ connected car
‣ smart home
3 main battlefields:
‣ quantified self
‣ connected car
‣ smart home
4
‣ mobile!
?
Mobile is boring
!
‣ 2009: the year of mobile ‣ 2010: the year of mobile ‣ 2011: the year of mobile ‣ 2012: the year of mobile ‣ 2013: the year of mobile ‣ 2014: the year of mobile
→
Smartphones/tablets become your
life companion
the consumer is always connected
Mobile is not a device
It’s a verb.
Mobile is freedom.
Freedom
to act on impulse.
Freedom
not to have to plan.
Wednesday, 9:01 am post office Ghent
Wednesday, 9:04 am car in front of
post office Ghent
the consumer is always on
#FOMO
mobile data
social mediausage
the consumer is everywhere
Social media is rubber-banding
One-to-many …
Many-to-many …
tvtag
Some-to-some …
One-to-one
every marketeer
Multi-channel, multi-device …
Don’t bring your audience to your message. Bring your message
to your audience
RIP AIDA
RIP AIDA
RIP MARKETING SILO’S
Team Brand
Team Website
Team Performance
Team Usability
Social is mobile
‣ 71% of people use mobile to access social media
‣ % of time spent on social networks:
But …
But …
Create mobile-first,not desktop-lite.
Source: Google, The Mobile Playbook (2nd edition)
Source: http://wijs.be/nl/trends-inzichten/blog/detail/contextual-design-is-the-new-black
Technology
User
World
Don’t stop at mobile
Site behavior
Analytics Source of visit
Quantified Self
Device
Internet of Things
Time
Place
Weather
Movement
Wearables,
Connection
responsive design
contextual (aware) design
Email is mobile
‣ 51% of emails are opened on mobile
‣ Gmail: 68% usage on smartphone & tablet
‣ 75% of emails opened on mobile are likely to be deleted if not mobile-optimized
secondscreening
multi screening
TV is mobile
Search is mobile
Search is mobile
Source: https://wijs.be/nl/trends-inzichten/blog/detail/google-adwords-mobiele-advertenties
Everything is mobile
Doug Straton, Unilever
Mobile is the glue,between online and offline.
Source: Nielsen’s Consumer 360 conference
you need to be seamless
Enter data. A lot of data.
BASICALLY START OVER.
=
+
MORE LIKE IT …
Conclusion
The consumer:
‣ is highly informed
‣ is always connected
‣ is everywhere
‣ expects relevance
‣ expects a solution
You:
‣ need to be authentic
‣ need to help
‣ need to be everywhere
‣ need to be always on
‣ need to be seamless
@vrederik
Thank you.
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