online customer life cycle - safeshops - the aim internetmarketing 20102015
TRANSCRIPT
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THE ONLINE CUSTOMER LIFE CYCLE
by
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WIE IS FREYA?• Commercieel directeur bij the AIM• 12 jaar ervaring in communicatie,
advertising & online marketing• Fervent online shopper
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VROEGER?Hoe bereikten we mensen in de offline wereld?
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NU?Hoe bereiken we mensen in de online wereld?
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CUSTOMER LIFECYCLE
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CUSTOMER JOURNEY
1.1 Gratis verkeer1.2 Betalend verkeer
2.2 Aantrekkelijk design2.3 Usability
3.1 Vertrouwen3.2 Conversie
4.1 Social Media4.2 E-mailing
2.1 Omnichannel
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CUSTOMER JOURNEY
Betalend verkeer
Gratis verkeer
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MEEST EFFECTIEVE ONLINE MARKETING KANALEN
54%Ontdekt
nieuwe website via SEO
32%Ontdekt
nieuwe website via
Social Media18%
Ontdekt nieuwe website
viaonline
advertenties
Vind > Statistieken
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SEO
SEA SEA
SEO + SEA = SEMVind > SEM
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Search Engine Optimization is het optimaliseren van uw website en uw
marketing, om een betere positionering in de natuurlijke (organische) zoekresultaten te behalen.
Hoe? Door slim gebruik te maken van structuur,
inhoud en techniek.
Het doel hiervan is dat het aantal bezoekers van uw
website en de kwaliteit ervan stijgt.
Vind > Gratis verkeer > SEO
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75% van de surfers kijkt enkel naar de eerste twee resultatenpagina’s
Vind > Gratis verkeer > SEO
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Vind > Gratis verkeer > SEO
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MOBILE Verzesvoudiging van het mobiel
internetgebruik in België in 1 jaar tijd
In 2015 surfen meer mensen mobile dan op pc
Tabletgebruikers besteden 21% meer aan online aankopen dan andere surfers
Google (SEO) rekent af met mobielonvriendelijke websites vanaf 21 april
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Vind > Betalend verkeer > SEA
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Vind > Betalend verkeer > SEA
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Vind > Betalend verkeer > SEA
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Vind > Betalend verkeer > SEA
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Vind > Betalend verkeer > SEA
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CASE
Vind > Betalend verkeer > SEA
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Vind > Betalend verkeer > SEA
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Vind > Betalend verkeer > SMA
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Vind > Betalend verkeer > SMA
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Vind > Betalend verkeer > SMA
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CUSTOMER JOURNEY
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CONTENT
Vind > aantrekkelijkheid
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Slechte Call-to-action
Nietszeggende foto
Slechte navigatie
Onduidelijke tekst
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Overzichtelijk menu
Duidelijke foto’s en categorieën
Quote & referentieVirtual tour
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Producten in de kijker
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Inschrijven nieuwsbrief
Social media links
Video
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65%van de producten die we online zoeken koopt de Belgische consument via een buitenlandse webshopVEEL OMZET EN WINST VERDWIJNT NAAR (BUITENLANDSE) CONCURRENTIE
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Verkoop > vertrouwen
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HOE VERTROUWEN VERSTERKEN?Verkoop > vertrouwen
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Verkoop > conversie
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GEEN CONVERSIE, WAAROM?Verkoop > conversie
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SOCIAL MEDIA BINNEN DE CUSTOMER JOURNEY
ZOEKMACHINE
VERTROUWEN
VERKOOPSONDERSTEUNING
NAVERKOOP
Klantenbinding > Social Media
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VOORDELEN SOCIAL MEDIA
Klantenbinding > Social Media
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WAAROM VOLGEN CONSUMENTEN U OP FACEBOOK?
Klantenbinding > Social Media
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Klantenbinding > Social Media
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MAILING
Klantenbinding > E-mail Marketing
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Klantenbinding > E-mail Marketing
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Klantenbinding > E-mail Marketing
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CUSTOMER JOURNEY
1.1 Gratis verkeer1.2 Betalend verkeer
2.2 Aantrekkelijk design2.3 Usability
3.1 Vertrouwen3.2 Conversie
4.1 Social Media4.2 E-mailing
2.1 Omnichannel
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NOG VRAGEN?
@the_AIM /theAIM /the-AIM
www.the-aim.be