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Conversion Day 2/6/2015
The digital

customer
journey
Hi! My name is Bart.
I work for digital 

agency
Find me on : @netlash.
Internet.
Internet.
It’s not about e-commerce or websites or technology.
Internet.
It’s not about e-commerce or websites or technology.
It’s about changed behaviour.
First we change technology.
Then technology changes us.
Let’s start with a story.
I worked at a bank
end of the 90’s.
I worked at a bank
end of the 90’s.
Do you remember the 90’s?

We still used these:
I worked at a bank
end of the 90’s.
I had to visit lots of
clients in unknown
places.
Do you remember the 90’s?

We still used these:
Remember these?
I prepared the night before
by printing out lots of route
descriptions.
Now I have this.
I don’t even think about preparing
anymore. The information comes to
me, frictionless, the moment I need it.
Now I have this.
My behaviour changed.
Induced by technology, I changed
the way I prepare for driving.
ICT =
Information and
Communications
Technology
Emphasis on
Information &
Communication,
not on Tech.
The revolution is
in I & C, not in T.
Information is always, anywhere
and frictionless available.
Remember how we used to plan 

‚going out’ in the 80’s?Weeks ahead.
Now we have this.
We don’t plan anymore.
Connectivity is always,
anywhere and
frictionless available.
First we change technology.
Then technology changes us.
Information is always, anywhere
and frictionless available.
Behaviour change.
Another story.
I had to buy a
washing machine.
When I left school, I rented
an apartment to live with
my girlfriend.
I had to buy a
washing machine.
When I left school, I rented
an apartment to live with
my girlfriend.
I know nothing

about washing 

machines.
This is how I came to a decision:
Supplier
1995
I went to a retailer, because
they had a cool radio
commercial and theme song.
Supplier
Problem
1995
I explained my ‚problem’ to
the sales guy: starting
family, low budget, no kids.
Supplier
Problem
Solution
1995
He suggested 3 brands of
washing machines that
fitted my needs.
Supplier
Problem
Solution
Product
1995
I chose the brand that best
fitted my needs and feelings.
Supplier
Problem
Solution
Product
1995 2014
19 years later, that
washing machine
broke down. I had
to buy a new one.
Supplier
Problem
Solution
Product
Problem
1995 2014
I started with Googling my
‚problem’: family with 3 dirty
kids, silence is important.
Supplier
Problem
Solution
Product
Problem
Solution
1995 2014
I read reviews, descriptions,
social info by experts and
people like me.
Supplier
Problem
Solution
Product
Problem
Solution
Product
1995 2014
I chose the brand that best
fitted my needs and feelings
based on that information.
Supplier
Problem
Solution
Product
Problem
Solution
Product
Supplier
1995 2014
Then I decided where to buy
it, based on a mix of price,
convenience and service.
Supplier
Problem
Solution
Product
Problem
Solution
Product
Supplier
1995 2014
New decision funnel
Supplier
Problem
Solution
Product
Problem
Solution
Product
Supplier
1995 2014
New decision funnel
You want to be as
high as possible in
the decision funnel.
Supplier
Problem
Solution
Product
Problem
Solution
Product
Supplier
1995 2014
New decision funnel
Branding
You want to get that cool
theme song in their heads.
Supplier
Problem
Solution
Product
Problem
Solution
Product
Supplier
1995 2014
New decision funnel
Branding Content

Marketing
You want to be found
in that research phase.
Supplier
Problem
Solution
Product
Problem
Solution
Product
Supplier
1995 2014
New decision funnel
Branding Content

Marketing
Branding
Branding is still
important!
New decision funnel, because
new availability of information.
New decision funnel, because
new availability of information.
In 1995, I had to go to a
library to do research.
New decision funnel, because
new availability of information.
In 1995, I had to go to a
library to do research.
In 2005, I had to go to a
special room in my house.
New decision funnel, because
new availability of information.
In 1995, I had to go to a
library to do research.
In 2005, I had to go to a
special room in my house.
In 2015, I can do research
anytime anywhere.
(But ICT revolution will continue…)
Caution! There is no complete
frictionless information yet!
Supplier
Problem
Solution
Product
Problem
Solution
Product
Supplier
1995 2015
Information friction Information frictionless
Supplier
Problem
Solution
Product
Problem
Solution
Product
Supplier
1995 2015
Information friction Information frictionless
Still some friction in information!
Supplier
Problem
Solution
Product
Problem
Solution
Product
Supplier
1995 2015
Information friction Information frictionless
Low involvement High involvement
I’m only using the research decision
funnel for high involvement items.
Still some friction in information!
Supplier
Problem
Solution
Product
Problem
Solution
Product
Supplier
1995 2015
Information friction Information frictionless
Low involvement High involvement
I’m only using the research decision
funnel for high involvement items.
Still some friction in information!
Not prepared to do research
for low involvement items.
Supplier
Problem
Solution
Product
Problem
Solution
Product
Supplier
1995 2015
Information friction Information frictionless
Low involvement High involvement
I’m only using the research decision
funnel for high involvement items.
Not prepared to do research
for low involvement items.
Supplier
Problem
Solution
Product
Problem
Solution
Product
Supplier
1995 2015
Information friction Information frictionless
Low involvement High involvement
Tap into the right
decision funnel!
Supplier
Problem
Solution
Product
Problem
Solution
Product
Supplier
1995 2015
Information friction Information frictionless
Low involvement High involvement
Tap into the right
decision funnel!
But know that the ICT revolution will
keep moving products to the new model.
Behaviour change.
Behaviour change.
New decision funnel.
Pre-internet
€
conversion
awareness
consideration
research
use
share
digital customer journey
New decision funnel, because
new availability of information.
Information is always, anywhere
and frictionless available.
Pre-internet
€
conversion
awareness
consideration
research
use
share
digital customer journey
Internet
€
conversion
awareness
consideration
research
use
share
digital customer journey
Internet
€
conversion
awareness
consideration
research
use
share
digital customer journey
This research phase 

gets bigger
Internet
€
conversion
awareness
consideration
research
use
share
digital customer journey
Because of
information
revolution.
This research phase 

gets bigger
Internet
€
conversion
awareness
consideration
research
use
share
digital customer journey
This gets more important
Internet
€
conversion
awareness
consideration
research
use
share
digital customer journey
This gets more important
Because of this
Internet
€
conversion
awareness
consideration
research
use
share
digital customer journey
This gets more important
Because of this
More power for
Word-of-Mouse
through social
media.
Pre-internet Internet
awareness
considerationuse
research
shareawareness
consideration
research
use
share
€ €
conversion conversion
digital customer journey
‣ information phase becomes more important
‣ use phase needs more attention
‣ word of mouth becomes powerful
New decision funnel = new focus
1. Information phase
‣ more emphasis
‣ content marketing
‣ advertising -> information
Information phase
Stop ‚creating awareness’ with
advertising, start providing
information with content marketing.
‣ more emphasis
‣ content marketing
‣ advertising -> information
Information phase
Stop ‚creating awareness’ with
advertising, start providing
information with content marketing.
Stop YELLING and start HELPING!
Change advertising into
information with context.
The age of context
Data transforms into information or advertising,
depending on the context of the consumer.
The age of context
If I want to buy a car, and I find a bunch of paper
advertising for diapers in my mailbox - they go
straight into the bin.
If I want to buy a car, and I find a bunch of paper
advertising for cars in my mailbox - I take them with
me to the couch and read them all night.
The age of context
Data transforms into information or advertising,
depending on the context of the consumer.
The age of context
The age of context
spam advertising info
less context more context
‣ demographic (readership)
‣ search word
‣ location
‣ friends
‣ browser history
‣ activity (work, home, bar)
‣ …
The age of context
Lots of context-
detection possibilities!
‣ be present as a supplier of information in the
research phase
‣ use content marketing
‣ change advertising into information by using
context
Information phase
Stop YELLING and start HELPING!
2. Use phase
‣ get the experience of your products/services right!
‣ even more important in times of social media
‣ every ‚physical’ product will get a digital
counterpart
‣ UX (user experience) important in all its forms
Use phase
Don’t stop at just building a great product!
Don’t stop at just building a great product!

To provokeWord of Mouth you have to
build in triggers in your product.
3. Word of Mouth
‣ deliberately triggerWord of Mouth
‣ build inWoM triggers!
Word of Mouth
BJ Fogg’s behaviour model
The Digital Customer Journey
Don’t just
focus on
Motivation
and Ability.
Don’t just
focus on
Motivation
and Ability.
Build in

Hot Triggers!
Create things worth sharing.
A trigger
can be as
simple as a
like button.
Or it can be
something
cleverer.
Or it can be
something
cleverer. Your name on a bottle =
trigger your vanity.
Or it can be
something
cleverer. Your name on a bottle =
trigger your vanity.
Trigger the posting of a
selfie with the bottle.
Or it can be
something
cleverer. Your name on a bottle =
trigger your vanity.
Trigger the posting of a
selfie with the bottle.
Free advertising for Coke
on Facebook…
‣ deliberately triggerWord of Mouth
‣ build inWoM triggers in your product
Word of Mouth
Internet
€
conversion
awareness
consideration
research
use
share
digital customer journey
This gets more important
Because of this
More power for
Word-of-Mouse
through social
media.
This research phase 

gets bigger
Because of
information
revolution.
‣ WoM = using the network of your fans as channel
‣ WoM leads to awareness
‣ WoM leads to consideration
Word of Mouth
Understand the digital customer journey.
Understand the digital customer journey.
Don’t be just the conversion nerd.
Internet
€
conversion
awareness
consideration
research
use
share
digital customer journey
Conversion is
important.
Internet
€
conversion
awareness
consideration
research
use
share
digital customer journey
Conversion is
important.
But it is influenced
by the entire
customer journey.
‣ awareness, appreciation, action, advocacy
Map the entire customer journey to improve conversion.
Advocacy
Action
Awareness
Appreciation
‣ awareness, appreciation, action, advocacy
‣ mapped on the channels Earned/Paid/Owned
Map the entire customer journey to improve conversion.
Paid
Owned
Earned
AdvocacyAction
Awareness Appreciation
Paid
Owned
Earned
‣ awareness, appreciation, action, advocacy
‣ mapped on the channels Earned/Paid/Owned
‣ translated to tactics
Map the entire customer journey to improve conversion.


AAAA dashboard
‣ awareness, appreciation, action, advocacy
‣ mapped on the channels Earned/Paid/Owned
‣ translated to tactics
‣ tracked in a KPI-dashboard
Map the entire customer journey to improve conversion.
Automated

KPI dashboard
Automated

KPI dashboard
‣ awareness, appreciation, action, advocacy
‣ mapped on the channels Earned/Paid/Owned
‣ translated to tactics
‣ tracked in a KPI-dashboard
‣ with a content plan throughout the journey
Map the entire customer journey to improve conversion.
DMU Awareness Consideration Research Use Share
Marketing
Manager
Inhoud: ROI
Vorm: PPT
Kanaal: Slideshare
… … … …
E-Marketeer
Inhoud: HowTo’s
Vorm: Blog en Tweets
Kanaal: Site en Social media
… … … …
CFO … … … … …
IT … … … … …
content mapping
B2B example
What you should
remember:
New decision funnel, because
new availability of information.
?
?
ICT revolution will
not end here…
‣ changed behaviour
‣ changed decision funnel
‣ more emphasis on research over awareness
‣ use content marketing for information phase
‣ use context to change advertising into information
‣ give your product a digital counterpart
‣ build in hot triggers
Information becomes frictionless
Understand the digital customer journey.
Understand the digital customer journey.
Be present in the entire journey by being
helpful.
StopYELLING, start HELPING!
Understand the digital customer journey.
Be present in the entire journey by being
helpful.
Use ‘conversion’ as a bottomline trick to
convince the entire company (esp.
management).
Conversation
Questions?
Questions?
Questions?
Questions?
bart@wijs.be
@netlash
Wijs bvba
Voorhavenlaan 31/3

9000 GENT
09 335 22 80

09 330 09 83
http://wijs.be

info@wijs.be
BE 0473.071.275
The Digital Customer Journey

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