42. New decision funnel, because
new availability of information.
In 1995, I had to go to a
library to do research.
43. 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.
44. 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.
45. (But ICT revolution will continue…)
Caution! There is no complete
frictionless information yet!
68. ‣ more emphasis
‣ content marketing
‣ advertising -> information
Information phase
Stop ‚creating awareness’ with
advertising, start providing
information with content marketing.
69. ‣ more emphasis
‣ content marketing
‣ advertising -> information
Information phase
Stop ‚creating awareness’ with
advertising, start providing
information with content marketing.
Stop YELLING and start HELPING!
72. Data transforms into information or advertising,
depending on the context of the consumer.
The age of context
73. 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
74. Data transforms into information or advertising,
depending on the context of the consumer.
The age of context
75. The age of context
spam advertising info
less context more context
76. ‣ demographic (readership)
‣ search word
‣ location
‣ friends
‣ browser history
‣ activity (work, home, bar)
‣ …
The age of context
Lots of context-
detection possibilities!
77. ‣ 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!
79. ‣ 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
91. Or it can be
something
cleverer. Your name on a bottle =
trigger your vanity.
92. Or it can be
something
cleverer. Your name on a bottle =
trigger your vanity.
Trigger the posting of a
selfie with the bottle.
93. 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…
106. ‣ awareness, appreciation, action, advocacy
‣ mapped on the channels Earned/Paid/Owned
‣ translated to tactics
Map the entire customer journey to improve conversion.
108. ‣ 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.
111. ‣ 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.
112. 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
117. ‣ 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
121. 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).