THE NEW ROUTES FOR CUSTOMER TRAVELThe new way in which the customer interacts with
media.
“The internet is the first thing that humanity has built that humanity doesn’t understand, the largest experiment in anarchy that we have ever had”
Eric Schmidt, CEO Google
The one way process
Awareness
Familiarity
Consideration
Purchase
Loyalty
“Digital Media has levelled the playing field, opening doors to anyone to have immediateand unlimited access to an audience.
But content must evolve with the platform.”
Mark Pedowitz, President ABC Studios.
Creating a dialogue
Loyalty loop
MOMENT OF PURCHASE
INITIAL CONSIDERATION
SET
Active Evaluation
Post Purchase Experience
Trigger
On-going Exposure
Information Gathering and shopping around1.The consumer considers an initial set of brands based on perceptions and exposure to touch points
2. Consumers add or subtract brands as they evaluate what they want
3. Ultimately the consumerselects a brand
4. After purchase the consumer builds expectations based on experience to inform themselves for the next decision journey.
Speed, Depth, and Dialogue along the customer journey
“ ”
The importance of Web 2.0
CURATORS
PRODUCERS
COMMENTATORS
SHARERS
WATCHERS
Dialogue with the engagement pyramid
Source: Universal McCann Media Tracker Wave March 2008
Integrating the customer into the process
“I hear and I forget.
I see and I remember.
I do and I understand.” Confucius
Fiat 500
Things are evolving…fast, no very fast.
“Five years from now all media will eitherbe completely digital or well on its way to becoming intangible.”
Steve Rubel Ad Age December 2008
I am social, therefore I am.
therogersmithhotelnew york
Post messages
Reply to other users Respond to direct messages Twitter
Monitor search terms for leads and reputation
Post new videos YouTube (& video sites)
Monitor comments
Submit posts Check popularity of content Digg & Delicious ( and bookmarking sites)
Browse popular stories for ideas and trends
Blog
Post new entries regularly
Check statistics for growth & traffic spikes
Moderate comments
Respond to comments
Review other industry blogs
Post new photos
Monitor and respond to comments
Review group submissions
Submit photos to other groups
Monitor “Explore “ page for creative ideas
Check for reviews & content
Respond to all reviews ( positive & negative)
Encourage happy guests to review
Flickr (& photo sites)
Trip Advisor (& review sites)
SOCIAL MEDIAMAINTENANCE
How to generate clicks on your site.
PPC
Organic
Pay Per Click and Organic Search
Google’s Golden Triangle.
PPCOrganic
CUSTOMER VALUE LESS ACQUISITION/ RETENTION COSTS = LIFETIME VALUE
TRANSACTION VALUE NETWORK VALUE
FREQUENCY
TRANSACTION SIZE
CUSTOMER CHURN RATE
TOTAL SUM OF REFERRAL VALUESFROM ORIGINAL CUSTOMER BASE
LIFETIME VALUE EQUATION
1. Out of clutter, find simplicity.
2. From discord, find harmony.
3. In the middle of difficulty lies opportunity.
Albert Einstein
Thank you.
For further information about maximizing your customer contact email Garry Titterton on:
[email protected] or click onto
www.ip-seo.com or www.creative-mindset.com