Download - 7 mental models of digital world
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ZMOT1
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Source: Consumer Barometer with Google!Base: People who purchased the product/service and are part of the online population
Old Customer Journey
First !Moment of Truth!
shelf
Second !Moment of Truth!
experience
Stimulusads
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Source: Consumer Barometer with Google!Base: People who purchased the product/service and are part of the online population
Research Online before purchasing
First !Moment of Truth!
shelf
Second !Moment of Truth!
experience
77%
such as advertisingstarts journey
Stimulus ZMOT
New Mobile Subscription Customer Journey
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Source: Consumer Barometer with Google!Base: People who purchased the product/service and are part of the online population
Research Online before purchasing
New Mobile Subscription Customer Journey
77%
ZMOTsuch as advertising
starts journey
Stimulus
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online became most important channel prior purchase
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PULL not PUSH medium
2
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Push Pull
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3 INTERACTIVITY not broadcasting
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Broadcasting: one-to-many Interactivity
Marketing in Hypermedia Computer-Mediated Environments:!http://www.whueb.com/whuebiz/emarketing/research/m031121/m031121a.pdf
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REALTIME RESPONSE
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On Twitter, Oreo steals the Super Bowl power outage
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TRANSACTIONS
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https://www.gov.uk/government/publications/government-digital-strategy/government-digital-strategy
Transactions online can be:
20x 30x cheaper
than postal
50x cheaper
than face-to-face cheaper than phone
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https://www.gov.uk/government/publications/government-digital-strategy/government-digital-strategy
With Shift to Digital Services!UK GOV can save 2 bilions € per year
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4
ONE TO ONE not ONE to MANY communication
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How well do we know our customers?
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Network data
CRMBilling
Product Catalog
Social Media
Click-stream
Chat
NPS
CDR
In our world customer is represented by data
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Network data
CRM
Product Catalog
Social Media
Click- stream
Chat
NPS
CDR
Billing
more user data = more user knowledge
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Big Data To Predict What People Buy30% of Amazon's revenue is produced by its recommendation engine.
https://econsultancy.com/blog/64364-how-predictive-analytics-for-b2b-sales-and-marketing-can-offer-huge-returns#i.17m989ir9hdqb1
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5
MANY TO MANY not ONE to MANY communication
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SOCIAL MEDIA
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Crowdsourcingempowering social media users for work of regular employees
ideassupport promotion
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GifGaf
!!!The mobile network run by you!!100% online operated business with no retail distribution & call centres. Customers get support from community. That keeps giffgaff’s costs low and lets them pass savings back to members. !!This approach has led giffgaff to earn 70% Net Promoter score and 91% cust. satisfaction rate !Source: Giffgaff case studyusing community to build an entirely new kind of company
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Social CRMbuild relationships with social media users
to turn them into brand advocates
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Use social media to utilize personal influencea most powerful type of communication with more influence on public opinion than mass media
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6
EARNED!
OWNED!
PAID
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You can’t control web
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7
NO TIME-SPACE!
boundaries
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http://iampaddy.com/lifebelow600/
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http://iampaddy.com/lifebelow600/
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There is no front page
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Other pages 80%
Front Page 20%
Where visitors land
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Every page is front page
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No prime time
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No geo boundaries
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Don‘t think of digital as But rather as
BTL ZMOT
PUSHED PULL
BROADCASTED INTERACTIVITY
ONE-TO-MANY ONE-TO-ONE MANY-TO-MANY
TIME-SPACE LIMITED
NO TIME-SPACE BOUNDARIES
PAID MEDIA EARNED & OWNED ECOSYSTEM
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Don‘t think of digital as But rather as
BTL ZMOT
PUSHED PULL
BROADCASTED INTERACTIVITY
ONE-TO-MANYONE-TO-ONE
MANY-TO-MANY
TIME-SPACE LIMITED
NO TIME-SPACE
BOUNDARIES
PAID MEDIAEARNED & OWNED
ECOSYSTEM