complex customer journeys(i-level)
DESCRIPTION
A presentation about the complex online journeys of users and how we should interpret the influence of all the different marketing channels and brand touchpoints in their path.This presentation was held by Mark Creighton, managing partner at i-level, at an Orange Online Meetup event. Find more about Orange Online Meetup at orange.ro/meetup.TRANSCRIPT
Understanding an increasingly complex consumer journey
How consumer’s view brands as ‘friends’ in social networks
Understanding an increasingly complex consumer journey
Purchase journeys are more complex
Pre-internet
Discussion with partner
Shop 1 Discussion with partner
Shop 2
Decision
Shop 2
Purchase
Discussion with partner Google
Shop 1
Budget Plasma Screens ‘r’
us.com
Kelkoo
Banner ads
Ebay
Official Brand site
Discussion with partner
Decision
Shop 2
Purchase
Post question on Yahoo answers
Extended network through online communities (messenger / email /
facebook)
Customer feedback
Official editorial vs. User ratings
Associated forums
BlogsConsumer
reviews
Post-internet
Last Exposure
Making sense of the consumer journey
SaleSale
Event type
Affiliate Marketing
SEO
Far more than just the last click
PaIid Search
Display
Understanding the stages of a journey can improve effectiveness
SaleSale
▪ Paid Search ▪ Affiliate ▪ Display ▪ SEO
Last Event
Last Event +1
Last Event +2
Last Event +3
Last Event +4
1. A new way of understanding Paid Search
Sales increased by 122%
SearchSale
Last Click
Last Click +1
Last Click +2
Last Click +3
Last Click +4
▪ Brand Term ▪ Brand Product ▪ Generic (specific) ▪ Generic (broad)
2. Understanding the role display advertisingJourne
y costefficiency
Journey click efficiency
Most efficient sites
LeastEfficientsites
Conversion rate increased by 13%
3. Only paying affiliates where they add to a sale
1. Affiliate–only
Journeys (+)
3. Other→Affiliate
Journeys (‐)2. Affiliate →Other
Journeys (+)
Sale
Event type
Display Click
Paid Search
Natural Search
Affiliates
Display Impression
Reduced cannibilisation of sales by 25%
Understanding journeys is commercially very powerful
37% increase in total online marketing sales
122% increase in Paid Search sales
Display conversion rates improved by 13%
Affiliate marketing conversions up to 60%
Cannibalisation of sales reduced by 25%
How consumer’s view brands as ‘friends’ in social networks
Objectives
To determine how social network users understand, engage with and/or object to brands within these spaces
To measure the level of acceptance or rejection of brands within this sector from a quantitative stand point
Objectives
To determine how social network users understand, engage with and/or object to brands within these spaces
To measure the level of acceptance or rejection of brands within this sector from a quantitative stand point
A quantitative survey of 1,000 16‐35 year old Social Network users in Britain
In‐depth qualitative interviews with 50 Social Network users
Online anthropology forum in MySpace over 8 weeks with 1,500 social network users
A quantitative survey of 1,000 16‐35 year old Social Network users in Britain
In‐depth qualitative interviews with 50 Social Network users
Online anthropology forum in MySpace over 8 weeks with 1,500 social network users
Ad to Friends ResearchAd to Friends Research
How would the consumer do it…If you had your own business and you were going to create a profile to promote it, which of the following criteria would you think were necessary?
If you had your own business and you were going to create a profile to promote it, which of the following criteria would you think were necessary?
You’re in my space Be honest
Be honest20% of social network users want to know the advertiser will keep its promise – just as a friend would
25% think brands that are dishonest and unclear about what they were doing should not be allowed to advertise in a social network
64% say if they ran a company that had a profile it must be trustworthy and honest
They’re used to getting things for free.
20% of users make friends with a brand because of the ‘free stuff’ that the brand offers.
Freemiums offer digital bounty
offer digital bountyexclusive wallpaper
discount codes
behind the scenes footage
products
ticketsservices
‘After befriending a brand I expect in return things like discounted products, freebies, information, updates on products, vouchers and tickets to events. To add incentive, these things should be exclusive to their MySpacecommunity. We want to feel special.’ Stuart Jenkins, 20, Portsmouth
‘After befriending a brand I expect in return things like discounted products, freebies, information, updates on products, vouchers and tickets to events. To add incentive, these things should be exclusive to their MySpacecommunity. We want to feel special.’ Stuart Jenkins, 20, Portsmouth
15% of social network users say that a brand must have anexciting and attractive profile before they consider making them a friend
‘If a profile is designed badly and looks very basic, I would question whether the brand was really behind it’
Marguerite Pain, 32, Cambridge
‘If a profile is designed badly and looks very basic, I would question whether the brand was really behind it’
Marguerite Pain, 32, Cambridge
look good
look good
Eye Candy
810,000 users think that businesses with badly designed profile shouldn’t be allowed on the network
IM others about the advertiser (34%)
Text their friends about it (24%)
Post comments about it on other websites (28%)
Forward the advertiser to a friend (19%)
Talk about the advertiser on a forum (18%)
Write or upload content about the advertiser on their own blog or website (18%)
Huge opportunity if you get it right
Increase brand preference amongst 16-25 year olds by
creating a partnership between Samsung & Music
Creating a long term relationship with the audience. Adding value to their community
Creating a relationship with Bebo beyond advertising
Musicwith
The Music Homepage on Bebo will be
exclusively Samsung Branded
Samsung’s Home on Bebo.
Backstage access, competitions, polls,
blogs and videos
Beat:A daily music show co-produced by Samsung,
Endemol and Bebo
Samsung Bebo Nights:A monthly live gig for
Beboers held at Gibsons studios
The Samsung Beat Hub on Bebo
The qualitative responses
What it has achieved so far..
Exposure 10,200,000 unique users(that’s nearly everyone on Bebo)
6,250,000 Views of the Beat Music show(Daily Music Video show created by Endemol)
745,000 Samsung profile views (the highest number of advertiser views on bebo – ever!)