touchpoint marketing

TOUCHPOINT MARKETINGcustomers don’t think channels

Kristof DrossaertDigital Strategist DigitasLBi Belgium

Lector Digital Strategy Karel De Grote Hogeschool Antwerpen

@drostof

kristof.drossaert@drostof.be

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linkedin.com/in/drostof

drostof.be

THE NEW CUSTOMERa complex journey

The traditional customer in a 3-step model

always connected

narrowing gap between interest & purchase

visual stimulation

peer interaction

The new customer

external influe

nce

reviews, ratings, searc

h,

community, word-of-mouth,

videos, product com

parison

Zero Moment Of Truth

New journeys

cross-channel journeys

64% research online before buy in-store

57% research online before buy online

38% research in-store before buy online

consumer research2013

New journeys

digital in-store experience

15% research on a mobile phone in-store

11% compared prices on a mobile device in-store

7% researched on a tablet in-store

consumer research

11% bought on a mobile device in-store

2013

New journeys

ways to engage

40% follow at least one brand

35% gave feedback through social media

12% checked-in on an event or transportation

consumer research

13% used a mobile coupon

10% scanned a QR-code

2013

IF CUSTOMERS DON’T THINK CHANNELS THEN HOW DO I CONVERT ?

CONVERSION IS BRANDINGbrandbuilding = relationship building

BRANDING IN THE PAST

BRANDING IN THE E-COMMERCE AGE

WHAT JUST HAPPENED ?

In the race for high conversion brands generalize and use patterns

simple layout and design, white background, … lead to faster page-loads

Conversion has become convention.

Conversion has become convention.

…boring!

BRANDING IN THE FUTURE

How does our mind work ?

MO

TIVA

TIO

N

USABILITY

FAIL

WINfu

n!

boring but important

Conversion is …branding!

Branding is creating difference

Branding is creating difference

…not boring!

a brand is a network of associations in people’s heads

?

BRANDING DISSECTED

brand personality

communication

behaviorappearance

brand personality

communication

behaviorappearance

product informationnewsletters

social media posts

Storytelling = telling the story of your brand = giving your brand a personality

good examples can be found in car brands, Red Bull, …

Persuasive design = “Trick” the customer

Tone of voice & copy = personality

brand personality

communication

behaviorappearance

product information newsletters

social media posts

storytelling

persuasive design tone-of-voice & copy

use of channels (mobile, social, …)

assortment

pricing & promotions

run that extra mile

Bring added value = advice, build a community and relationship, trigger emotions

CASE : BEACONS

Beacons enhance the shopping experience in the store. These beacons allow store-owners to build specific targeted offers to their clients. !Selected products or shelves can send out a signal to a certain profile of visitors. This visitor is then triggered with a call-to-action to respond to it.

Customer service = be there for your clients at every step of the experience (touchpoint marketing)

Staff touch points

brand personality

communication

behaviorappearance

product information newsletters

social media posts

storytelling

persuasive design tone-of-voice & copy

use of channels (mobile, social, …)

assortment

pricing & promotions

product photography

fonts

store-layout

customer service

added value

Break the rules = try to be different and remarkable

Put it in the details = all communication has to respect the brand personality

CASE : COOLBLUE

Coolblue can be considered one of the best webshops in Belgium at this moment. They manage to use every opportunity to talk to their clients. !From the website which is well constructed, through the very recognizable blue packages, the follow-up e-mails and the no-nonsense customer service, they manage to build an outstanding customer experience.

brand personality

communication

behaviorappearance

product information newsletters

social media posts

storytelling

persuasive design tone-of-voice & copy

use of channels (mobile, social, …)

assortment

pricing & promotions

product photography

fonts

store-layout

break the rules

details

BRAND PERSONALITY ATTRACTS CUSTOMERS

TO A BRAND -

CONVERSION !

BECOME A LOVEBRAND

THE (DIGITAL) FUTURE OF MARKETINGhuge challenges ahead

TOUCHPOINT MARKETING

Every interaction is an opportunity to sell yourself. !Marketing isn’t limited to nice advertisements, a good-looking website and a cool logo. !Marketing happens when a shopper steps through the front door of your shop, it happens when he visits the website, when he asks a question on the phone, when he receives a package at home.

Every interaction is an opportunity to sell your product. !Every touchpoint with the client can be an indirect sales opportunity. !Ideas like a Facebook-webshop or coupons through SnapChat can be part of the brands eco-system.

Good experience = generous clients

SHOPPING EXPERIENCE

CUSTOMER DATA

(“big data”)

PERSONALIZED DEALS

BEWARE = big data is only useful when it’s SMART data

QUESTIONS / REMARKS ?