the aim presentation - sscafé october 20th
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 verkeer
1.2 Betalend verkeer
2.2 Aantrekkelijk design
2.3 Usability
3.1 Vertrouwen
3.2 Conversie
4.1 Social Media
4.2 E-mailing
2.1 Omnichannel
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CUSTOMER JOURNEY
Betalendverkeer
Gratis verkeer
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MEEST EFFECTIEVE ONLINE MARKETING KANALEN
54%
Ontdekt nieuwe website via
SEO32%Ontdekt nieuwe
website via Social Media18%
Ontdekt nieuwe website via
online advertenties
Vind > Statistieken
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SEO
SEA SEA
SEO + SEA = SEM
Vind > 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
De vraag van de expert
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Vind > Gratis verkeer > SEO
De vraag van de expert
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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% meeraan 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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De vraag van de expert
Vind > Betalend verkeer > SEA
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De vraag van de expert
Vind > Betalend verkeer > SEA
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Vind > Betalend verkeer > SEA
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Vind > Betalend verkeer > SEA Remarketing
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Vind > Betalend verkeer > SEA Remarketing
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Vind > Betalend verkeer > SEA Remarketing
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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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Vind > Betalend verkeer > SMA
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Vind > Betalend verkeer > SMA
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CUSTOMER JOURNEY
Usability
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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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De vraag van de expert
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De vraag van de expert
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65%van de producten die we online zoekenkoopt de Belgischeconsument via eenbuitenlandsewebshop
VEEL 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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De vraag van de expert
Klantenbinding > Social Media
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De vraag van de expert
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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De vraag van de expert
Klantenbinding > E-mail Marketing
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De vraag van de expert
Klantenbinding > E-mail Marketing
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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 verkeer
1.2 Betalend verkeer
2.2 Aantrekkelijk design
2.3 Usability
3.1 Vertrouwen
3.2 Conversie
4.1 Social Media
4.2 E-mailing
2.1 Omnichannel
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NOG VRAGEN?
@the_AIM /theAIM /the-AIM