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