communicating with today's consumer (by @vrederik / wijs)

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Communicating with today’s consumer

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Inspirational presentation on how digital has changed consumers' behavior and expectations. "Digital has been a gamechanger for Marketing & Communication. Today's consumers expect highly personalized and relevant communication. They use a great number of tools and media. They decide for themselves what channels to use when communicating with companies and brands. Furthermore, they want this communication to be always-on, instant, and seamless." Originally presented at Digital & The Future of Utilities (Cronos event on Oct. 23, 2014).

TRANSCRIPT

Page 1: Communicating with today's consumer (by @vrederik / Wijs)

Communicating with today’s consumer

Page 2: Communicating with today's consumer (by @vrederik / Wijs)

Warning

Page 3: Communicating with today's consumer (by @vrederik / Wijs)

BUZZWORDS

Page 4: Communicating with today's consumer (by @vrederik / Wijs)

the consumer has changed

Page 5: Communicating with today's consumer (by @vrederik / Wijs)

Question?

Page 6: Communicating with today's consumer (by @vrederik / Wijs)

Question?

Page 7: Communicating with today's consumer (by @vrederik / Wijs)

Decision process?

old funnel

supplierproblem

solutionproduct

problem

solution

productsupplier

new funnel

= digital:online research, peers, …

Page 8: Communicating with today's consumer (by @vrederik / Wijs)

the consumer is highly informed

Page 9: Communicating with today's consumer (by @vrederik / Wijs)

„You pay too much …”

Page 10: Communicating with today's consumer (by @vrederik / Wijs)

„I pay too much …”

Page 11: Communicating with today's consumer (by @vrederik / Wijs)

the consumer still has a need

Page 12: Communicating with today's consumer (by @vrederik / Wijs)

Decision process?

= yelling

old funnel

supplierproblem

solutionproduct

problem

solution

productsupplier

new funnel

= helping

Page 13: Communicating with today's consumer (by @vrederik / Wijs)

https://wijs.be/nl/trends-inzichten/blog/detail/verhuizen-hacked-by-wijs

Page 14: Communicating with today's consumer (by @vrederik / Wijs)

https://wijs.be/nl/trends-inzichten/blog/detail/verhuizen-hacked-by-wijs

Page 15: Communicating with today's consumer (by @vrederik / Wijs)

= free leads ;)

Page 16: Communicating with today's consumer (by @vrederik / Wijs)

Y U NOHERE?

Page 17: Communicating with today's consumer (by @vrederik / Wijs)

https://wijs.be/nl/portfolio/detail/campagnestrategie-voor-switch

Page 18: Communicating with today's consumer (by @vrederik / Wijs)

https://wijs.be/nl/portfolio/detail/campagnestrategie-voor-switch

Page 19: Communicating with today's consumer (by @vrederik / Wijs)

https://wijs.be/nl/portfolio/detail/hans-anders-oogtest

Page 20: Communicating with today's consumer (by @vrederik / Wijs)

the consumer expects relevance

Page 21: Communicating with today's consumer (by @vrederik / Wijs)

I grew up deliberately watching commercials. I loved them.

Page 22: Communicating with today's consumer (by @vrederik / Wijs)

They watched too many ads.

They developed banner blindness.

Children today have a terrible disease …

Page 23: Communicating with today's consumer (by @vrederik / Wijs)

spam advertising info

less context more context

Context transforms spam into information

Context = the way to break through the banner blindness of our customers. !

Page 24: Communicating with today's consumer (by @vrederik / Wijs)

is for context

Page 25: Communicating with today's consumer (by @vrederik / Wijs)

is for personalization

Page 26: Communicating with today's consumer (by @vrederik / Wijs)

is for data

Page 27: Communicating with today's consumer (by @vrederik / Wijs)

The Internet of Things

Wearables

Page 28: Communicating with today's consumer (by @vrederik / Wijs)

3 main battlefields:

‣ quantified self

‣ connected car

‣ smart home

Page 29: Communicating with today's consumer (by @vrederik / Wijs)
Page 30: Communicating with today's consumer (by @vrederik / Wijs)

3 main battlefields:

‣ quantified self

‣ connected car

‣ smart home

4

‣ mobile!

?

Page 31: Communicating with today's consumer (by @vrederik / Wijs)

Mobile is boring

Page 32: Communicating with today's consumer (by @vrederik / Wijs)

!

‣ 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

Page 33: Communicating with today's consumer (by @vrederik / Wijs)

Page 34: Communicating with today's consumer (by @vrederik / Wijs)

Smartphones/tablets become your

life companion

Page 35: Communicating with today's consumer (by @vrederik / Wijs)
Page 36: Communicating with today's consumer (by @vrederik / Wijs)

the consumer is always connected

Page 37: Communicating with today's consumer (by @vrederik / Wijs)

Mobile is not a device

Page 38: Communicating with today's consumer (by @vrederik / Wijs)

It’s a verb.

Page 39: Communicating with today's consumer (by @vrederik / Wijs)

Mobile is freedom.

Freedom

to act on impulse.

Freedom

not to have to plan.

Page 40: Communicating with today's consumer (by @vrederik / Wijs)

Wednesday, 9:01 am post office Ghent

Wednesday, 9:04 am car in front of

post office Ghent

Page 41: Communicating with today's consumer (by @vrederik / Wijs)

the consumer is always on

Page 42: Communicating with today's consumer (by @vrederik / Wijs)
Page 43: Communicating with today's consumer (by @vrederik / Wijs)

#FOMO

Page 44: Communicating with today's consumer (by @vrederik / Wijs)

mobile data

social mediausage

Page 45: Communicating with today's consumer (by @vrederik / Wijs)

the consumer is everywhere

Page 46: Communicating with today's consumer (by @vrederik / Wijs)

Social media is rubber-banding

Page 47: Communicating with today's consumer (by @vrederik / Wijs)

One-to-many …

Page 48: Communicating with today's consumer (by @vrederik / Wijs)

Many-to-many …

Page 49: Communicating with today's consumer (by @vrederik / Wijs)

tvtag

Some-to-some …

Page 50: Communicating with today's consumer (by @vrederik / Wijs)

One-to-one

Page 51: Communicating with today's consumer (by @vrederik / Wijs)

every marketeer

Page 52: Communicating with today's consumer (by @vrederik / Wijs)
Page 53: Communicating with today's consumer (by @vrederik / Wijs)
Page 54: Communicating with today's consumer (by @vrederik / Wijs)

Multi-channel, multi-device …

Page 55: Communicating with today's consumer (by @vrederik / Wijs)

Don’t bring your audience to your message. Bring your message

to your audience

Page 56: Communicating with today's consumer (by @vrederik / Wijs)

RIP AIDA

Page 57: Communicating with today's consumer (by @vrederik / Wijs)

RIP AIDA

Page 58: Communicating with today's consumer (by @vrederik / Wijs)

RIP MARKETING SILO’S

Team Brand

Team Website

Team Performance

Team Usability

Page 59: Communicating with today's consumer (by @vrederik / Wijs)
Page 60: Communicating with today's consumer (by @vrederik / Wijs)

Social is mobile

‣ 71% of people use mobile to access social media

‣ % of time spent on social networks:

Page 61: Communicating with today's consumer (by @vrederik / Wijs)

But …

Page 62: Communicating with today's consumer (by @vrederik / Wijs)

But …

Page 63: Communicating with today's consumer (by @vrederik / Wijs)

Google

Create mobile-first,not desktop-lite.

Source: Google, The Mobile Playbook (2nd edition)

Page 64: Communicating with today's consumer (by @vrederik / Wijs)

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

Page 65: Communicating with today's consumer (by @vrederik / Wijs)

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

Page 66: Communicating with today's consumer (by @vrederik / Wijs)

secondscreening

multi screening

TV is mobile

Page 67: Communicating with today's consumer (by @vrederik / Wijs)
Page 68: Communicating with today's consumer (by @vrederik / Wijs)

Search is mobile

Page 69: Communicating with today's consumer (by @vrederik / Wijs)

Search is mobile

Source: https://wijs.be/nl/trends-inzichten/blog/detail/google-adwords-mobiele-advertenties

Page 70: Communicating with today's consumer (by @vrederik / Wijs)

Everything is mobile

Page 71: Communicating with today's consumer (by @vrederik / Wijs)

Doug Straton, Unilever

Mobile is the glue,between online and offline.

Source: Nielsen’s Consumer 360 conference

Page 72: Communicating with today's consumer (by @vrederik / Wijs)

you need to be seamless

Page 73: Communicating with today's consumer (by @vrederik / Wijs)

Enter data. A lot of data.

Page 74: Communicating with today's consumer (by @vrederik / Wijs)

BASICALLY START OVER.

Page 75: Communicating with today's consumer (by @vrederik / Wijs)

=

+

MORE LIKE IT …

Page 76: Communicating with today's consumer (by @vrederik / Wijs)

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

Page 77: Communicating with today's consumer (by @vrederik / Wijs)

@vrederik

Thank you.