on and offline in a digital strategy

Wijs - mei 2014

Context and personalization in a digital strategy

Hi! I’m Lieselotte.

I work at WijsA digital Agency in Ghent

Marketeers are shouting out quite a bit of buzz words again lately…

Quantified self

What Marketing can learn from the Internet of Things.

The Age of Context

Big data

Digital Transformation

It’s a whole new energy...

According to me it comes down to this…

!

Closing the loop

But as for many companies it’s not just a digital strategy…

Technology supporting

Data-minded User-centric

Digital company

Let me first tell you my story...

Young mom of two children

Happily married to an entrepreneur

Full-time job, not only at Wijs, but also as a mom, wife, housekeeper and secretary

This is how I roll...

I have a need...

‣ I would like to tell them that...

‣ we are an ambitious couple with 2 young children

‣ I have to make lunch boxes every morning

‣ my husband is on an Atkins diet

‣ my son dislikes fruit, but does need the vitamines

‣ I would love to eat and cook healthy every day, but my work rythm and inefficiency lets me down

‣ etc.

You know what? I’m willing to tell my supermarket some stuff…

My supermarket knows exactly what my shopping basket contains:

a combination of fixed and variable products

They could also know I have a fixed day to do my shopping

And I get myself inspired online

‣ On-site analytics

‣ Web analytics

‣ CRM

‣ Data loyalty cards

‣ Customer feedback

‣ etc.

A lot of data assembled out of different corners

Broadcasting Informing

One to one in a new dimension

Now imagine…

‣ when they give me ideas on parties coming up: what to make, how much and what to buy

‣ One click on the button and it’s ready for you waiting in the shop

Or…

A bit creepy, huh?

But customers are actually quite open to this…

It’s a whole new energy...

It’s no longer only about…

!

‣ It’s about getting to know your user

!

‣ It’s about getting to know your user ‣ It’s about getting to know your user in

his context

!

‣ It’s about getting to know your user ‣ It’s about getting to know your user in

his context ‣ And technology is giving us the

possibility to do this: by offering us data

The age of context: data

Data transforms into information or advertising, depending on the context of the consumer.

The age of context

Context changes advertising into information. !

Context is the way to break through the banner blindness of our customers. !

How can you add context to your messages? How can you change advertisement into information? How can you break through the banner blindness?

Ask yourself

Route Reservation

But hey!

What about...

How do we translate emotion, inspiration and impuls on a digital level?

Attribute the correct weight to each touch point.

Let’s take another example

The sweet spot

Advies

Emotie

Inspiratie?

‣ Know your customer and his context

‣ Closing the loop: customer journey & conversion funnels

‣ Get yourself organized: digital company

‣ Break through your own silos

Summarize

België, de bermudadriehoek van de eCommerce

Wijs E-commerce onderzoek V3 coming up

Questions?