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Online Brand Identity Building a brand in the age of digital data Joris Merks-Benjaminsen Head of Digital Transformation, Northern Europe Follow me on: www.jorismerks.com Awarded Best marketing book 2015 www.onlinebrandidentity.org If
Online Brand Identity
Building a brand in the age of digital data
Joris Merks-Benjaminsen Head of Digital Transformation, Northern Europe Follow me on:
www.jorismerks.com
www.onlinebrandidentity.org
Awarded Best marketing book 2015
If everything becomes digital...
We know how to use real-time data
But we only do so at the end of the funnel
The real online consumer journey
Average booker: >50 online actions, 129 days
There is no ‘online’ or ‘offline’ booker
Mismatch between upper & lower funnel activity
Systems are too fragmented: no view across the journey
An example of my consumer journey
This is what most databases would look like
his smartphone but did not visit the site and didn’t buy anything.”
used the store locator, but didn’t buy anything.”
bought a blazer.”
Integration of CRM and real-time data needed
Cookies link back to previous site visits on same computer, including previous purchase Purchase links to personal info including e-mail opening on smartphone Store personnel offers to send receipt to e-mail address, which links this purchase to all previous
his smartphone, then visited the site two days later on his laptop, looked at the new collection, used the store locator and ended up buying a blazer in the PC Hooftstraat in Amsterdam two weeks later.”
This is what a consumer centric database looks like
Chop & Stitch Sample & Extrapolate Inevitable gaps in real-time data
Digital vs traditional data
Traditional research remains important for the ‘why’
Privacy: give consumers choice The third currency Transparency & Control
Five universal limitations of data
Balance data, mind and heart