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the changing customer purchase journey - jeremy morris

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the changing customer purchase journey Jeremy Morris Head of Direct Marketing, Orange UK
customer journeys are changing
social networks become no1 internet activity Social Media 85% Published Media 15% Share of all page views at the Top 1,000 Media sites, December 2007 – 2008 source: TNS Compete 2009
growth in conversations related to brands *Brandwatch July 2009
natural search listing features products
… and high ranking Orange problems page
dedicated site to customer service issues
importance of review sites
growth in video review ,[object Object]
growth in voucher codes
including trusted online experts
research media varies by segment
online and offline interplay adds extra dimension
more complicated, more fragmented where do you spend your money and how do you track it?
online direct response focus on paid for media
measuring success on a last click basis search affiliates display shop last click journey clicks
evolving to a journey basis search affiliates display shop last click journey clicks
3 priorities customer journey engagement measurement
understanding role of search search online for ‘I am’
2 for 1 pizza voucher 5 million unique visitors a month
reputation management
3 priorities customer journey engagement measurement
balloonacy
spot the bull
spot the bull
friend-o-meter
friend-o-meter
friend-o-meter
http:// unlimited.orange.co.uk
3 priorities customer journey engagement measurement
measurement across customer touchpoints retail stores online review sites retail independents offline paid media online paid media blogs, word of mouth online shop telephone channels online independents
in summary ,[object Object],[object Object],[object Object]
in summary
thanks

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