Right Brain / Left Brain Commerce
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Brian Vella, MD, DTDigital, and Corinne Wilson, Digital Marketing Manager, Honda Australia, explore how successful ecommerce appeals to both our emotional and rational sides.
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Right Brain / Left Brain Commerce
- 1. RIGHT BRAIN / LEFT BRAIN COMMERCE
- 2. OFFLINE RETAIL FOCUS SERVICE EXPERIENCE MERCHANDISE TECHNOLOGY
- 3. ONLINE RETAIL FOCUS TECHNOLOGY MERCHANDISE EXPERIENCE SERVICE
- 4. ONLINE RETAIL FOCUS Differentiation starts here Sales and Brand Performance Many stop here Technology Experience Service Effort
- 5. ONLINE RETAIL FOCUS Sales and Brand Performance • Luxury brands • Travel • Automotive Technology Experience Service Effort
- 7. PHILOSOPHY P People Understand you customers’ activity and behaviour O Objectives Decide what you want to accomplish S Strategy Plan for how relationships with customers will change T Technology Decide which technologies to use
- 8. DT ONLINE CUSTOMER EXPERIENCE PATHWAY
- 9. DT ONLINE CUSTOMER EXPERIENCE PATHWAY CONSUMER INTENT
- 10. DT ONLINE CUSTOMER EXPERIENCE PATHWAY CONSUMER INTENT + USE CENTRED DESIGN
- 11. Consumer Intent
- 19. HONDA ECOSYSTEM WEBSITE MOBILE CONVERSIONS 360 spins/ printed CONTENT colour options video content brochure interactives mobile requests applications content strategy test drive ADVERTISING bookings DIGITAL PRESENCE mobile website honda one brochure online display EMAIL honda.com.au DIGITAL requests showroom INSTALLATIONS data and viral triggered analytics find a dealer campaigns emails honda mobile dream wall social presence launch emails iPad applications social strategy SEARCH SOCIAL Twitter AWARENESS honda eNews ENGAGEMENT SEM Facebook monitoring ACTIVE CONSIDERATION YouTube honda one SEO management RELATIONSHIP BUILDING news ADVOCACY
- 21. EARLY PROTOTYPE
- 23. COMPARISON
- 24. OLD CIVIC PAGE
- 25. NEW CIVIC PAGE
- 26. OLD CIVIC PAGE
- 27. NEW CIVIC PAGE
- 28. RESULTS Test Drive Requests +52.5% Brochure Requests +61.2% Brochure Downloads +99.7% 2 months before and after change
- 29. CALLS TO ACTION
- 30. TEST LEARN ADAPT
- 31. SUCCESS IS 99% FAILURE
- 32. SUMMARY 1. Don’t overlook what you already know 2. People first, technology last 3. Right brain / left brain to improve conversion 4. Never stop learning and adapting
- 33. THANKS Brian Vella / brian.vella@dtdigital.com.au @brian_vella @dtdigital @corinne_wilson @honda_australia