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Post on 15-Jul-2015
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THE NEW CUSTOMER JOURNEY
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THE NEW CUSTOMER JOURNEY.
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Search on
Purchase
competitors
Limited
time
offer
Download/
view
related
content
Conversations
online
around
content
Watch
video
I want
to buy…
How do I
decide?
Visit
website
Read
3rd party
review
Receive
offer
Orchestrated Marketing
Based on
keywords, make
Recommendations,
Show relevant images
Email based on
areas of interest
from last web visit
Recommend
Links or content in
follow-up email
Visit
page and
Like
30 day e-coupon
To increase urgency
Ask
peers Share and like
content – not
necessarily around
core product/service
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EMOTION
EX –THE ART OF BUILDING EMOTION
DATA & CREATIVITY (WHICH = CONTENT)
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CONTEXT
CROSS-CHANNEL EXPERIENCE.
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& THEY NEED TO CREATE A CONSISTENT EXPERIENCE THAT’S RIGHT FOR YOUR CUSTOMER.
Real
Relevant
Responsive
EXAMPLE.
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MR PORTER
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EXPERIENCE ECONOMY.
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- Communication when I want it - Tailored to the channel I’m using- Aware of my context- Aware of previous conversations- Driving emotional connection
WHAT THE CUSTOMER EXPECTS:
WE’RE IN THE EXPERIENCE ECONOMY
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“A service is done to you, an experience is done with you. Experience is a conversation, it’s not a broadcast. Experience makes the customer the hero. Experience is memorable.”
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6@TOMHEADLAB
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END.
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