Inspirational presentation on how digital has changed consumers' behavior and expectations. "Digital has been a gamechanger for Marketing & Communication. Today's consumers expect highly personalized and relevant communication. They use a great number of tools and media. They decide for themselves what channels to use when communicating with companies and brands. Furthermore, they want this communication to be always-on, instant, and seamless." Originally presented at Digital & The Future of Utilities (Cronos event on Oct. 23, 2014).

1. Communicating
with today’s
consumer

2. Warning

3. BUZZ
WORDS

4. the consumer
has changed

5. Question?

6. Question?

7. Decision process?
supplier
problem
solution
product
old
funnel
= digital:
online research, peers, …
problem
solution
product
supplier
new
funnel

8. the consumer
is highly informed

9. „You pay too much …”

10. „I pay too much …”

11. the consumer
still has a need

12. Decision process?
= yelling
supplier
problem
solution
product
old
funnel
problem
solution
product
supplier
new
funnel
= helping

13. https://wijs.be/nl/trends-inzichten/blog/detail/verhuizen-hacked-by-wijs

14. https://wijs.be/nl/trends-inzichten/blog/detail/verhuizen-hacked-by-wijs

15. = free
leads ;)

16. Y U NO
HERE?

17. https://wijs.be/nl/portfolio/detail/campagnestrategie-voor-switch

18. https://wijs.be/nl/portfolio/detail/campagnestrategie-voor-switch

19. https://wijs.be/nl/portfolio/detail/hans-anders-oogtest

20. the consumer
expects relevance

21. I grew up deliberately watching
commercials. I loved them.

22. Children today have a terrible
disease …
They watched too many ads.
They developed banner blindness.

23. Context transforms spam into information
spam advertising info
less context more context
Context = the way to break through the
banner blindness of our customers.
!

24. is for context

25. is for personalization

26. is for data

27. The Internet of Things
Wearables

28. 3 main battlefields:
‣ quantified self
‣ connected car
‣ smart home

30. 3 main battlefields:
‣ quantified self
‣ connected car
‣ smart home
4
‣ mobile!
?

31. Mobile
is boring

32. !
‣ 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

33. →

34. Smartphones/tablets
become your
life companion

36. the consumer
is always connected

37. Mobile is not a de vice

38. It’s a verb.

39. Mobile is
freedom.
Freedom
to act
on impulse.
Freedom
not to have
to plan.

40. Wednesday, 9:01 am
post office Ghent
Wednesday, 9:04 am
car in front of
post office Ghent

41. the consumer
is always on

43. #FOMO

44. social media
usage
mobile
data

45. the consumer
is everywhere

46. Social media is rubber-banding

47. One-to-many …

48. Many-to-many …

49. Some-to-some …
tvtag

50. One-to-one

51. e very
marketeer

54. Multi-channel, multi-device …

55. Don’t bring your audience to your message.
Bring your message
to your audience

56. RIP AIDA

57. RIP AIDA

58. RIP MARKETING SILO’S
Team Brand
Team Website
Team Performance
Team Usability

60. Social is mobile
‣ 71% of people use mobile to access social media
‣ % of time spent on social networks:

61. But …

62. But …

63. Create mobile-first,
not desktop-lite.
Google
Source: Google, The Mobile Playbook (2nd edition)

64. Don’t stop at mobile
Quantified
Self
Analytics Source
Site behavior
Device
Technology
User
of visit
World
Internet of Things
Time
Source: http://wijs.be/nl/trends-inzichten/blog/detail/contextual-design-is-the-new-black
Place
Weather
Movement
Wearables,
Connection
responsive design
contextual (aware)
design

65. 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

66. second
screening
multi
screening
TV is mobile

68. Search is mobile

69. Search is mobile
Source: https://wijs.be/nl/trends-inzichten/blog/detail/google-adwords-mobiele-advertenties

70. Everything is mobile

71. Mobile is the glue,
between online and offline.
Doug Straton, Unilever
Source: Nielsen’s Consumer 360 conference

72. you need to be
seamless

73. Enter data.
A lot of data.

74. BASICALLY START OVER.

75. =
+
MORE LIKE IT …

76. 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

77. Thank you.
@vrederik

78. Q?
frederik.debosschere@wijs.be