Digital Business Acquisition: How to Perform?

AGENDA
01 / Online business in 2020
02 / Understanding your consumer
03 / Defining & deploying your acquisition strategy
04 / In a nutshell

In the beginning of 2020, online business continued to skyrocket
01 / ONLINE BUSINESS IN 2020
4
636 Bns € 150 Bns €
Sales figures for B2B markets
(Europe)
Sales figures for B2C markets
(Europe)
+ 14,2% compared to 2019 + 15% compared to 2019
Source: Fevad, 2020

A “boom” from the consumers side
5
67% of Europeans (578 Million
people) buy online
Numerous.
98% of e-buyers (in France) are
satisfied with their purchases of
the last 12 months
Satisfied.
48,5% of purchasers bought
online during the last month
Recurring.
Source: Fevad, 2020

Online business stakeholders: who are they? How are they organized? How well do
they perform?

7
Online business: who are the main stakeholders?
Retail & Marketplaces
Digital platforms selling services & products
from other brands
« Traditional » brands developping their own
e-shop
Digital-native brands with e-shops as their
core business and main (often unique)
source of revenue…
Classic brand DNVB

8
Retail & Marketplaces: the Leaders
Marketplaces / online retailers are dominating the market.
In France, 5 websites are on top of the game: Amazon, Fnac, Cdiscount, Veepee
& Leclerc… and they are all marketplaces or retailers.
For brands, they represent an additional source of revenue, if not their main
online source of revenue.
Of French small to middle size
businesses sell products on
marketplaces
1/3
for 63% of these small to middle size
French businesses selling products
on marketplaces
+10% of revenue
Source: Fevad, 2020

9
Classic Brands: the Opportunists
There are 2 types of brands in this category:
Click & mortars: Trough an e-commerce or their own networks, click & mortars
sell their products and services. They sometimes use marketplaces & retailers as
well.
Bricks & mortars: They are active on their digital platforms (website, social
networks, …) but do not sell their products online, counting on the strengths of
marketplaces & retailers to do so.
For these established brands, Internet is just a new opportunity to develop business, by driving traffic to their point of sales or to an online
shop for example.

10
DNVB: the Talented ones
DNVB (digital native vertical brands) are, of course, born digital, and develop
their business in a vertical fashion in comparison to other pure players.
They adopted a « direct-to-consumer » approach by managing 100% of the
relationship with their consumers (purchase, distribution, aftersales…).
They also differentiate themselves thanks to their strong knowledge and
expertise of web standards (social media, online purchase,…)

« Thanks to their ability to gather and engage an active
and loyal community on a long-term basis, DNVB
created their own added value.
They reinvented the relationship with the customer by
focusing on a more emotional connection with the
community they animate and manage»
Viviane Lipskier –
Global Brand Strategist

But that was until a major event impacted everything…

E-commerce’s black swan
COVID-19

New life-rhythm
adaptation
14
Direct consequences for consumers
Lockdown & social distancing
+ %*
From lockdown’s 1st week
No more in-store shopping
of Americans consumers tried at least 1 new
online brand during the pandemic and will
renew the experience
%*
Purchase criterion: Price
of online traffic in France.
DNVB enjoy a traffic-growth thanks to
new audiences from former Brick-and-
mortars consumers who increase their
digital consumption.
st*
*Sources in Appendix

Everybody now purchases online!
15
Boomers
1946 - 1965
Digital Immigrants
1966 - 1980
Millennials
Digital Natives
1981 - 1995
Digital Born
From 1995 and onwards
+150%
are now buying more
online than in store
+66%
of online purchase comparing
to the same period in 2019
56%
bought from other online brands
for the first time and want to keep
on purchasing that way.
buy more often online
16%
25%
Increased their online cart value

16
Some win, some lose…
Retail & Marketplaces Marque classique DNVB (digitally native vertical brands)
Huge loss, due to shops being closed
More than 2,4 millions households
ordered for the first time on Amazon
during the lockdown.
Low impact on business, compared to
traditional brands

17
For classic brands, it is not about opportunities anymore, it’s about survival
Biggest losers of the pandemic, the classic brands have now become rather
fragile:
Clicks & Mortar are now facing more and more competition: other C&M and
marketplaces are now vampirizing their businesses and DNVBs are already one
step ahead.
Bricks & Mortar, are even more at risk: after important losses, they are now even
more reliant on marketplaces & retailers.
To survive and be resilient to new potential crisis, they do
not have any other choice than speed up their digitalization
process.

18
Digital sovereignty: a major stake
Digitalization will inevitably confront classic brands to other “players”, who are
direct threats for their business or their branding. Thus, it is vital for them to
manage to meet their audience successfully on digital platforms.
Marketplaces are a threat because they are branding destructors, even if they
represent an effective source of revenue for classic brands.
Products and services are aligned among many others similar products, and classic
brands rely more and more on their investments on these platforms.
Whatever the business, it is necessary to have an ecosystem
dedicated to their brand, products and services.

By using technology, people’s reviews and algorithms, we can
destroy that premium price tag that brands have applied
consistently with all their advertising, and all these things like
packaging, shelves spaces and in-store promotions… We can go
after that. It really doesn’t add any value anymore. We can destroy
it with our software and start sucking out the margin away from
brands and give it back to you, the consumer.
SCOTT GALLOWAY
Professor of Marketing, NYU Stern & Founder,
Section4
About Amazon and its threat for brands

But this acceleration in businesses digitalization will only be sustainable if they
manage to effectively reach their consumers...

Short and long-term stakes to perform digitally:
21
ADAPT DEPLOY
UNDERSTAND
INTEGRATE
the changes in targets’
behaviors on the
Internet
the evolution of Internet,
new usages & ways of
consumption
the customers journeys to
meet these new habits
and expectations
the right message, at the
right place in the
customers’ journeys and
precisely at the right
moment

This new decade starts with new challenges
22
BRICKS & MORTARS
CLICKS & MORTARS
How to emerge on digital, despite having multiple competitors already
well settled and an urging deadline?
How to take up the fight against direct competitors and succeed in
transforming digital in a powerful and sustainable business lever?

02 / UNDERSTANDING YOUR
CONSUMER

Consumers (and their data): at the core of everything
02 / UNDERSTANDING YOUR CONSUMER
24
/ One of pure players and DNVB’s main asset is their perfect knowledge
of their targets on digital mediums. They built this advantage thanks to
a deep analysis of their customer’s purchasing paths and the data they
collected during their development.
/ Digitalizing products and services is not be enough, though. To perform,
an accurate understanding of your consumers’ habits and behaviors is
key.

… and in the center of your acquisition strategy
25
Define your targets
personae
Build your different
customer journeys
In digital as well as in « traditional » marketing: you must know and understand your target habits and
behaviors in a given environment.
Identify and understand
your consumer

A wide and eclectic scope of Internet users
As society evolves consumers’ behaviors and
ways of consumption evolve as well.
Today, consumers are constantly changing as they
are fed with new technologies and possibilities.
They develop new needs, new expectations but
also new behaviors.
27

Understanding your consumer means enriching your knowledge
28
Interviews/consumers tests
Socio-
demographical
data
Data from your own
digital ecosystem
Business Data
Studies
/ To analyze your consumers’ behaviors on digital, you can
rely on multiples data sources.
/ These different data sources will help you study your target
from various point of views:
▪ Globally, from a society perspective
▪ Or through specific bias (your market, your product, your
brand, …)
Owned data
Global Data

29
…
Understanding your digital ecosystem
/ Your digital ecosystem can help you identify key elements about your targets.
/ There are many types of data you can already collect in your own ecosystem.
They can help you to:
▪ Identify your consumers behaviors within your ecosystem
▪ Evaluate their browsing experience in your ecosystem.
OWN
DATA

Focus on behavioral analysis
UNDERSTAND BETTER TO CONVERT BETTER
/ What are your targets’ behaviors when browsing your landing
pages? What kind of contents attract their attention on your home
page?
/ In addition to traffic analysis, behavioral analysis brings you key
information and powerful data about your targets behaviors when
they are on your website.
/ Through the implementation of third-party tools (mouse tracker,
heatmaps…) that allow you to analyze your users’ browsing habits,
it will be possible to detect friction points on your website.
30

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USER TESTS
…
Question your consumers to sharpen your understanding
INTERVIEWS GROUP FOCUS
Do not miss the opportunity of asking for consumers’ opinions!
There are different ways to get feedback from your users on their digital experience that will allow
you to clearly identify areas for improvement in your digital ecosystem.
OWNED DATA

Focus on user tests
NOTHING BEATS FIRST-HAND DATA
/ These tests will highlight issues you consumers might experience
but also their reactions in real conditions, reasons for
abandonment,… The Project stakeholders will have to address
these highlights and will maybe understand even better the way to
improve after this test.
/ Users tests can be done in person, but also remotely! Numerous
tools allow these tests to be carried out remotely, while ensuring
a qualitative experience for the testers.
32

Socio-demographics data for optimum adaptation
Digital Born
33
Millenial Digital Natives Digital Immigrants
75% of Zoomers
have bought online
through an influencer
92% of Millenials
are showroomers
Each generation has its own particularities:
80% of Baby Boomers
act ROPO*
*Research Online, Purchase Offline.
GLOBAL DATA

Sector data and information to identify future trends
34
115Billions of €, in 2020 :
E-commerce sales
+16%
Growth for e-commerce in the world
+13,4%
Shares of e-commerce in retail, in
France
Example here with e-commerce data:
Source : fevad, 2020
GLOBAL DATA

35
To nurture your reflexion, numerous studies are being released on a regular basis. They can
help you gather key information and insights to improve your understanding of your market
and the targets you want to reach.
Studies to nurture your reflexion
GLOBAL DATA

The persona, your reference
37
/ The persona allows you to highlight the expectations and frustrations
your targets are experiencing with your products / services.
/ Based on the data your collected and analyzed, the persona gathers
several key datas regarding your targets’ behavior conditioned by their
age, their job or their personal life, for example.
/ The persona is like an archetype of a client or prospect that your
company is seeking to reach. It allows to answer multiple questions as
what are their needs? Their everyday struggles? Does your company
provide an answer/solution to their expectations?

What information should you collect for creating your persona?
38
Personality
Usage
Biography
Objectives
Challenge
In a few words, who is he/she?
What does he/she want?
What does he/she expect?
Challenges you might face when trying to
convert this type of target into a customer
What’s his/her profile?
What type of consumer is he/she?
What are his/her habits
regarding internet
consumption and usage?

Focus on two specific cases
39
Persona N°1 - Lise Persona N°2 - Albert
Car purchase Looking for logistics partners

PROFILE OBJECTIVES CHALLENGES
Lise is an active mother who works as an accountant in a
major corporation. She commutes everyday from the
rural area to the city center. She is uncertain about her
next car purchase and looks for information.
Age : 30
Gender: Female
Status: Married, two children
Location : Luxembourg
Job : Accountant
Persona n°1 Lise
/ Find the perfect vehicle for
her hybrid lifestyle.
/ A reliable car brand to
commute with piece of mind.
/ Has biased opinions on
French car brands
/ Doesn’t want to spend too
much energy in finding
answers, seeks advice
/ Is looking for making a quick
purchase
Introvert
Rational
Analytic
Patient
Extrovert
Emotional
Creative
Impatient
PERSONALITY
USAGES
Desktop
Mobile
Facebook
Instagram
SOCIAL
LinkedIn
Twitter
TikTok

PROFILE OBJECTIVES CHALLENGES
Albert is a Logistics Manager in a major industrial
corporation. Following a breach of contract, he now
seeks a new service provider to manage the
logistics and delivery of his products in Europe.
Age: 37
Gender: Homme
Status: In a relationship
Location: Marseille
Job: Logistics Manager
Persona n°2 Albert
/ Finding a new logitistics
service provider
/ Establish a long-term
relationship
/ A stakhanovist at heart, he
expects the same behavior
from his future service
provider.
/ He is extremely distrustful
towards sales people
/ He is very difficult to reach
because of the amount of
time his work requires from
him
Introvert
Rational
Analytic
Patient
Extrovert
Emotional
Creative
Impatient
PERSONNALITY
USAGES
Desktop
Mobile
Facebook
Instagram
SOCIAL
LinkedIn
Twitter
TikTok

Once this first step of identification is clear, it is now important to understand their
digital journey

DEFINING CUSTOMERS’ JOURNEYS

Understanding their journey to draw your own
44
/ Designing your Customer Journey is an extremely important step
when establishing your online visibilty strategy: it allows to find and
define the key touch points in your targets’ journey
/ It also allows you to detect different friction points in your
ecosystem and potential opportunities to efficiently reach your
targets.

Before defining customers journeys, let’s first define the key stages of conversion

Customer Journey Stages
Awareness
First stage in the Customer Journey: it’s the higher part of the
conversion funnel where users identify an issue or a need to fulfill.
Interest
Following the first stage, the user got in touch with your brand thus,
his/her maturity towards your brand has increased: his/her problem or
need is now identified and he/she now seeks for more information
before he/she wants to take further actions (or not).

Consideration
The user now is in “purchasing mode”. He/she makes
comparisons, some research, reads reviews on your brand
before the purchase act.
Acquisition
This is the final stage. Will the user
subscribe to your services or purchase your
product?

Advocacy
Your prospect now client, what did he think about
his/her purchase experience?

How to build an efficient customer journey?
49
First we recommend creating a « board » that will compile these specific datas
and information:
Consumers expectations Touchpoints & Channels Feeling Map Pain Points
Depending on your persona,
what’s his/her current state of
mind? Is he/she excited?
Stressed? Anxious?
What pain points have you
identified in your ecosystem?
At this stage, what are the
things your persona expects you
to deliver?
With which touchpoints or
channels your persona can get
in touch with your company?

Now we created our personae (Lise & Albert), we can start thinking about their
individual customer journey and aim for conversion

PERSONNALITÉ OBJECTIFS CHALLENGES
THE JOURNEY
TOUCHPOINTS & CHANNELS
ADVERTISING
SEO
SOCIAL MEDIA
SITE & BLOG (OWN)
MEDIA
E-MAILING
OTHERS
FEELING MAP
PAIN POINTS
AWARENESS INTEREST CONSIDERATION ACQUISITION ADVOCACY
Google request
What type of vehicle for both city
and countryside use?
Turbo.fr
« CROSSOVER, SEDAN, COMPACT
WHAT VEHICLE SHOULD I CHOOSE? »
Sponsored Google Request
« 2020 best crossovers »
Manufacturer site
Landing page: Discover the all-new
500X Urban Crossover
Facebook –Auto-Moto
Comparison video of many
different SUV/Crossovers
Site d’avis
« Discover the review and ratings of
the 500X Urban »
Requête Google Sponsorisée
« CRÉDIT FINANCEMENT AUTO»
Site Constructeur
Landing page: Discover the all-new
500X Urban Crossover
E-mailing
« Share your opinion with the
community ! »
Lise wonders what type of
vehicle would suit her lifestyle
best.
Lise seeks information on SUV
from differents car brands.
Lise shortlisted several car
models and now proceed to
some comparison
Lise chose the 500x Urban from
Fiat, she seeks information
regarding financing possibilities
and test drives.
Lise enjoyed her purchase
experience and is looking to
share her opinion
No SEO presence on generic
requests
High rebound rate on car
model landing pages
No follow-up nor screening
regarding reviews sites
Low engagement on
financing-related pages
Few actions undertaken to
enhance post-purchase
experiences

PERSONNALITÉ OBJECTIFS CHALLENGES
THE JOURNEY
TOUCHPOINTS & CHANNELS
ADVERTISING
SEO
SOCIAL MEDIA
SITE & BLOG (OWN)
MEDIA
E-MAILING
OTHERS
FEELING MAP
PAIN POINTS
AWARENESS INTEREST CONSIDERATION ACQUISITION ADVOCACY
Usinenouvelle.Com
Reads an article on stakes in
logistics and transport
DISPLAY
Bannering from one of Europe’s
largest freight transporter
Sponsored Google Request
Following a request regarding a
competitor’s brand
Company website
Goes on several websites in order to
find some relevant information
LinkedIn
View the LinkedIn pages of the
companies he shortlisted
Company Website
Subscribes to the newsletter of one
of the shortlisted companies
E-Mailing
Receives an offer for a free audit
of his project
Albert does his routine check
on medias and social medias
to keep him up to date.
After shortlisting several
potentially good candidates,
Albert is seeking for more
information
Albert shortlisted three
companies and is seeking for
even more information.
Albert now shortlisted two
companies that he is willing to
get in touch with.
Albert is very happy with the
collaboration so far and is
looking to share his opinion.
Few visibilty-oriented
campaign which lowers the
brand/company’s reputation
No SEA defensive campaigns Very little contents on
LinkedIn, not even press
related content
Competitors’ technical
specifications get way more
attention than yours
No enhancement of user-
generated contents
LinkedIn
Shares a post on LinkedIn to tell
how great this new collaboration
is.

Now that we both now our user and the way he uses the internet, it’s now time to
set up our acquisition strategy!

03 / DEFINING AND DEPLOYING
YOUR ACQUISITION STRATEGY

What levers should be deployed to convert?
DEFINING YOUR ACQUISITION STRATEGY

Building your acquisition strategy
56
/ Your acquisition strategy should rely on different levers which will allow you to
reach your prospects efficiently during their whole journey
/ It is necessary in order to have a performant strategy to identify the type, the role
and the different advantages that each lever will provide.
03 / DEFINING AND DEPLOYING YOUR ACQUISITION STRATEGY

Understanding the different types of levers
57
« PUSH » levers
or « Outbound Marketing »
« PULL » levers
ou « Inbound Marketing »
Push levers are levers where the message is « pushed » from
the brand to the consumer in order to deviate his/her journey’s
trajectory towards your ecosystem.
Pull levers aim to pull your clients and prospect towards your
brand, products or services. This approach requires to attract,
through differents means, the user towards your webiste and
your contents.

What are the main « push» levers?
58
« PUSH » levers
SEA
Sponsored requests on search
engine
Paid Media
Piad digital media (display, video,
native ads…)
Push Interactions
Interaction aiming to interupt the
user’s browsing experience
( Pop-ups, notifications…)
E-mailing
Commercial emails aiming to
engage interactioins
Social Ads
Ads on Social Medias

Strengths and weaknesses of « PUSH » levers
59
« PUSH » levers
✓ ROI-oriented levers
✓ Allows to deviate the user’s focus
✓ Infinite targeting and personalization possibilities
✓ Quick results
× Performance depends on how much you’re willing to spend
× Not so user-friendly
× Possible risk of audience saturation
× Variable cost depending on the type of market and competition you are
facing

What are the main PULL levers?
60
« PULL » levers
or « Inbound Marketing »
SEO
Visibilty on organic search
requests on search engines
Content
Content creation (articles,
webinars…) dedicated to your
brand, products and services
Pull Interactions
Interactions aiming at having
users interact and engage on
your website
Newsletter
Emails aiming at informing your
prospects and clients
Social Content
Contents optimized for Social
Medias

Strengths and weaknesses of « PULL » levers
61
« PULL» levers
or « Inbound Marketing »
✓ Allows to inform your prospects and clients on your products and
services
✓ Allow to develop the visibility of your brand, your products and
your services
✓ Offers a better overall user experience by delivering relevant and
informative contents.
✓ Generate long-term conversions.
× Very little short-term performance
× Requires an important investment in the beginning, ressource-wise
× Requires a close follow-up to evaluate performances

The secret to performance: a fine mix of PUSH & PULL
62
PULL PUSH
PERFORMANCE
To perform, you will have to combine the following levers:
The PULL levers will help you develop the attractiveness of your brand among your audience for the PUSH levers to
convert more easily!

Now that the reflexion and vision regarding your personae and profiles are all set, it
is now time, for each stage, to think about your touchpoints and actions to carry in
order to reach your audience effectively

What experience can you deliver?
03.2 – DEPLOYING YOUR ACQUISITION STRATEGY

Deploying your strategy based on your specific targets
65
/ It is now time to precisely define and choose the levers and formats that
will have the greatest impact on your target audiences.
/ Depending on markets and targets, some formats are more efficient than
others. This is where all your preliminary work will help your create the
best mix of push and pull to guarantee the highest degree of
performance.

Let’s head back to Lise and Albert’s journeys:
What approach should we adopt? And what journey should we set up?

Key insights regarding our target
68
Persona N°1 - Lise
Car Purchase
CHALLENGE:
/ Has major apprenhension regarding French car
brands
/ Is looking for advice rather than searching by
herself
/ Is looking for swapping her car quickly
PAIN POINTS IDENTIFIED:
OBJECTIVES:
Finding the perfect vehicle for her hybrid lifestyle.
/ No SEO presence on funnel entry stages
/ Poor performance on landing pages
/ No web screening and mentions watch

The recommended approach for a case such as Lise’s
69
Persona N°1 - Lise
Car Purchase
PULL LEVERS
THE APPROACH
/ Lise is still far from her purchase action. It is then crucial to guide her in her information
search process and to identify her needs and expectations.
/ It is when she will be ready to purchase than presence is mandatory for your brand.
SEO Content Social
PUSH LEVERS
Paid Media Social Ads

Let’s see her journey and define where and how we can reach her efficiently

71
At this stage, Lise is lookin for the best type of vehicle for her needs: SUV, sedan, compact?
Stage 1 – Awareness
1
Lise’s journey
Stage 2 – Interest
Stage 3 – Consideration
Stage 4 – Acquisition
Stage 5 – Advocacy
2
3
4
5

72
Lise searches on Google:
« What type of vehicle for both
city and countryside? »
1
Awareness
These generic types of search requests are genuine
opportunities from an SEO standpoint : long-term
engagement and visibility, a high ranking offers a strong
visibility that could be very helpful further in Lise’s
journey.
Search
engines SEO
Lise's journey

Focus on search engines
BE ON POLE POSITION!
/ Search engines play a very important roles in users’ journey in general.
/ To ensure a good position in search results, you have to optimize your
webiste based on the three pillars of SEO:
▪ Semantic: Choosing the right keywords to use when writing
contents.
▪ Technique: Optimize your webiste to facilitate its indexation among
search engines
▪ Linking : Generate trust and confidence from search engines by
creating a network of links redirecting towards your website
73

74
Lise clicks on the ad to
discover the content
1
Awareness
SEO
Content
To efficiently reach Lise, it is necessary to work on a content
strategy that will answer Lise’s requests in the entry stages of
the funnel!
Thanks to a smart media plan, you will be able to quickly benefit
from positive results coming from these contents.
But these results will take some time to perform depending on
the keywords you chose and the competition you will be facing.
Lise's journey
Search
engines

Focus on tracking and follow-up
KEEP A TRACE OF THEIR VISIT
/ Lise arrived for the first time on your blog. By accepting your
cookies, she agrees to let you record a trace of her visit.
/ Integrating retargeting pixels on your webiste will allow you to
reach these exact people later in their journey.
75

76
/ Lise read and viewed many differents contents and website, yours among others, to see what
type of vehicle could suit her needs. She seemed particularly interested in an SUV.
2
Lise's journey
1
3
4
5

77
Lise reads articles on SUV from
different specialized press
websites
2
Interest
Press Website
Lise's journey
NATIVE ADS
Bringing your ads on premium media/press websites allows you
to benefit from their great reputation while reaching a highly
qualified audience
By delivering a native ad that redirects towards some tests of our
latest SUV, for example, we can get Lise’s attention and interest!

Focus on native Ads
PERFECT CONTENT AT THE PERFECT PLACE
/ Native advertising is an advertising format that is perfect
when trying to enhance your contents within an adapted
context and environment.
/ By being surrounded by editorial contents from your target
audiences’ favourite websites, native ads generally perform
very well.
78

79
/ Lise is now convinced an SUV is the vehicle she needs. She now has
to choose between several brands and models.
3
Lise's journey
1
2
4
5

80
Lise watches reviews videos on
YouTube
3
Consideration
YOUTUBE
Lise's journey
Paid Media
On YouTube, we can efficiently reach Lise by delivering pre-roll
ads presenting the strengths of our latest SUV.
Lise will be targeted by this video because we chose to deliver
this ad on requests containing keywords such as « SUV » or by
retargeting.

Focus on YouTube Ads
VIDEOS TO ACHIEVE PERFORMANCE
/ YouTube offers several targeting possibilities as well as formats that
will help you enhance your brand and its messages effectively:
▪ Targeting by channels themes
▪ Targeting by interests
▪ « Custom affinity » targeting (for audiences that have already
searches similar topics)
▪ Targeting by socio-demographics information
▪ Retargeting
81

82
Lise spends some of her free
time just scrolling on Social
Medias
3
Consideration
FACEBOOK
Lise's journey
Social
/ To go even further, we keep reaching Lise during her
browsing experience
▪ On Facebook, we can push informative contents such as
videos, informations on the key features of our SUV, etc…
YOUTUBE

Focus on Facebook & Instagram Ads
VERSATILE & PERFORMANT
/ Closely bonded together, Facebook and Instagram have
become major conversion levers.
/ Thanks to some very advanced tactical possibilities and a
large catalog of formats, it’s very easy to push very effective
campaigns on both platforms.
83

84
/ Lise has made her choice. But new or used? Where to buy? When is she
going to get her car? Our objective will be to make her lean towards a
new vehicle purchase.
4
Lise's journey
1
2
3
5

85
Lise searches on Google : « U3
used models »
4
Acquisition
GOOGLE
Lise's journey
SEA
On this type of request, with a high level of intention, it is
mandatory to be on pole position!
Thanks to cookies previously installed, we are able to ‘retarget’
Lise and send her towards a landing page dedicated to this
particular model, right in our own ecosystem.

86
Lise clicks on our of our ads
and is redirected towards one
of our landing pages.
4
Acquisition
SITE WEB
SEA
Lise's journey
The user is now on your landing page but how can we make
him/her interact with the contents?
You can, for example, use a chatbot that will give Lise the
possibility to book a test drive at the nearest dealership.
Pull Interactions

Focus on chatbots
START THE CONVERSATION !
/ Chatbots can be seen as an additionnal CTA on your website : less
aggressive than an in-your-face « BUY NOW » button, it allows you,
thanks to a fine narative approach, to collect key datas, and to, in fine,
convert better!
/ Plus, some tools offer very specific conversation triggering options: the
user comes from a specific SEA ad/request? Then adapt and
personnalize the chatbot experience based on that very ad/request!
87

88
Satisfied with her recent test
drive, Lise visits the brand’s
website to purchase.
4
Acquisition
SITE WEB
Lise's journey
Pull Interactions
Lise uses an offer configurator that allows her to get a precise
offer based on the model and options she chose. She then gets
an idea of the final price and her request will then be forwarded
to the sales teams.

Focus on the conversion funnel
CONVERT BETTER WITH A USER-CENTRIC APPROACH
/ A user who is sure to obtain a personalized offer, adapted to his/her
needs will always be more inclined in sharing these informations.
/ Working on your conversion funnel to make less « generic » and more
personalized will allow you to perform better but also to deliver an
optimal user experience to your potential clients.
89

Lise was able to ask for an offer for the model of her choice.
For Lise, the final price was in her price fork. She then proceeded to exchange with
the sales teams.

91
/ Lise is now a client. But can’t we go a step further and turn her into an ambassador of
your brand to help convince more potential buyers?
5
Lise's journey
1
2
3
4

92
Proud of her purchase,
Lise posts pictures of her
brand new car on Social
Medias
Lise's journey – Stage 5
5
Advocacy
Social Medias
Social
Lise’s contents can serve your communications purposes!
By creating dedicated #hashtags and by monitoring mentions
surrounding those hashtags, you can rely on your community’s
contents to promote your brand!
03 / DEFINING AND DEPLOYING YOUR ACQUISITION
STRATEGY

Focus on UGC (User Generated Contents)
HUMANIZING THE BRAND
/ Your consumers talk about your products/services? Jump on the
opportunity! Value their contents!
/ More than enhancing your brand image, it will help you with content
creation. UGC can play a lead role in the purchasing process. Based on
the « Shopper Expérience Index » released by Bazaarvoice, we see an
increase of 136% when consumers see UGC on their mobiles!.
/ The key is to be able to monitor and follow the mentions and hashtag
surrounding your brand’s ecosystem.
93

Searching for a new logistics partner
CASE N°2 - ALBERT

Key insights regarding our target
95
Persona N°2 - Albert
CHALLENGES:
/ Albert is very demanding
/ Has apprehension towards sales teams
/ Hard to reach – very busy
PAIN POINTS IDENTIFIED:
OBJECTIVES:
• Finding a new logistic partner
• Establishing a long term relationship
/ Very little content
/ Strong competition on paid levers
/ Lack of attractiveness from available alternatives

The right approach for Albert
96
Persona N°2 - Albert
PULL LEVERS
THE APPROACH
/ Albert is very demanding and doesn’t like sales teams that much. We will have to
convince him with some very relevant and highly valuable contents.
/ We have very few options at our disposal to reach and convince him. It is important to
adopt the right tactique straight away.
Pull Interactions Content Social
PUSH LEVERS
Social Ads
PUSH Interactions E-mailing

97
Albert doesn’t know us yet. We need to make him aware of who we are and what services we provide to raise
Albert’s interest towards our company.
1
Albert's journey
2
3
4
5

98
Albert scrolls his LinkedIn feed
between two meetings.
1
Awareness
Albert is an interesting profile for us because of his position and
the company in works in.
We can set up LinkedIn campaigns aiming at making him
discover our brands and our editorial contents for example.
LINKEDIN
Social
Albert's journey

Focus on the LinkedIn targeting options
UNIQUE OPPORTUNITIES
/ As the leader professional Social Media, LinkedIn offers advertisers the
means to reach and convince highly qualified audiences thanks to very
specific targeting options:
▪ Location
▪ Name, industry, company size
▪ Job title, position, seniority
▪ Study field, degrees…
▪ Interests
▪ Look-a-like audiences and retargeting
99

100
Albert starts thinking more and more about his future logistics partner : he begins his research.
2
Albert's journey
1
3
4
5

101
2
Interest
LINKEDIN
Albert's journey
After screening the market, Albert
takes a couple of minutes to
browse his LinkedIn feed.
Social Ads
Already exposed to our contents, we can now go a step further with Albert
and start collecting some key data in order to better retarget him in the
future.
How about a white paper on logistics stakes in a post-covid society? Only
accessible through a Lead Forms ad that will help us gather key datas on
Albert.

Focus on rich contents
GIVE YOUR JOURNEYS MORE VALUE
/ White papers, studies, webinars, infographics… these contents can value
your expertise and are effective baits to attract your target audiences’
interest and collect key datas on them.
/ Nevertheless, don’t forget this rule: « Content is king but context is god ».
The effectiveness of these contents only applies if they are delivered in
the right context, at the right place and, especially, to the right person.
102

103
2
Interest
LINKEDIN
Albert's journey
After screening the market, Albert
thanks a couple of minutes to
browse his LinkedIn feed.
Social Ads
Now he’s been in touch with our contents, we can now go a step further
with Albert and start collecting some more datas in order to better retarget
him in the future.
How about a white paper on logistics stakes in a post-covid society by
using Lead Forms ads?
Albert download the white paper thus
giving us key information like his email,
his company and his position for
example.

104
/ Albert identified some company that suit his logistics needs. But which
ones will he shortlist?
3
Albert's journey
1
2
4
5

105
3
Consideration
SITE WEB
Albert's journey
After reading our white paper,
Albert visits our website.
Albert browse our website and search for information on our company, our
expertise, our clients, our history…
To appear as the ideal candidate, we need to value our expertise with
very relevant contents.
For example, we could offer Albert a live demo session of our technical
platform.
Pull Interactions

Focus on interaction
FOSTER INTERACTION ON YOUR WEBSITE!
/ One of the best ways to improve your website’s performance is to
develop the experience it delivers: give the user opportunities to interact
in order to give him a more personalized and more adapted browsing
experience!
/ This can be applied in several ways: special contents, particular formats…
that can be identified and defined when working on your customers
journeys.
106

107
/ Albert has shortlisted two companies. Who’s going to win?
4
Albert's journey
1
2
3
5

108
4
Acquisition
Webiste
Albert's journey
Albert watched the live demo
schedulded on the technical
platform
Albert has watched our live demo. We had defined three email re-contact
schemes following this webinar
E-Mailing
Watchtime <20% Watchtime < 70% Watchtime > 70%
« Don’t have time?
See the replay here! »
« Some things
weren’t clear
enough? Let’s chat
about it! »
« We have an offer
for your company,
Albert! »

Focus on push e-mailing
DRAW TACTICAL SCENARI THAT PERFORM
/ Most of the emailing solutions allow you to draw specific scenari based
on the browsing patterns and behaviours of your target audiences.
/ Based on these patterns and criterions, you can trigger specific scenari
to better convert!
109

Albert had not seen the whole demonstration due to some lack of understanding.
Thanks to the emailing campaign, he had the opportunity to discuss freely with a
sales representative about his company’s stakes, needs and finally chose to sign
the contract with them!

111
/ Everything is going well with Albert’s new service provider. How can this good business
partnership be valued?
5
Albert's journey
1
2
3
4

112
5
Advocacy
Albert's journey
Albert writes reviews based on his
experience with his new service provider.
Let’s take this opportunity to offer Albert the possibility to share his opinion
on the company’s TrustPilot page with an emailing campaign. This review
will boost the company’s SEO ranking.
E-Mailing

Focus on users reviews
NEVER NEGLECT USERS REVIEWS!
/ Whether we are talking about Google reviews or reviews on your Facebook
pages, on Glassdoor, on Avisvérifiés.com, on Capterra… it is crucial to follow
and monitor what’s being said on your company!
/ Even negative reviews should be taken into account! You’re under fire?
Answer politely and keep a positive and professional attitude towards these
negative reviews.
113

N°1
BE CONSUMER-CENTRIC.
You can (almost) know everything about your consumers’ purchase journey.
Be consumer-centric: create experiences that will answer all your consumers’ questions and expectations and
help provide solutions to your ecosystem’s pain points.
115
04 / IN A NUTSHELL

N°2
BE TACTICAL.
The digital medium offers various approaches and levers that are complementary. When you work on your digital
acquisition strategy, think about all of your consumers’ journeys and browsing patterns and how you can adapt
your strategy to create effective synergies between each of them.
116
04 / IN A NUTSHELL

N°3
BE DRIVEN BY PERFORMANCE.
Because every lever you will exploit can be set up and optimized with ultimate accuracy, it’s up to you to define the
best tactiques and approaches to adopt in order to efficiently convert.
117
04 / IN A NUTSHELL

And if you ever need support for optimizing your visibility and performance on
digital mediums, we’re here to help!

119
UX
Users insights collection
User-centric approach
Users tests
Consulting
Branding
Strategic planning
Digital strategy
Brand Protection
Domain names management
Domain names and sponsored ads
surveillance
Design
Art Direction
Digital & Print
Animation
Development
Websites
Intranet
Mobile Apps
SEO
Semantical optimization
Technical optimization
Linking
Media
Targeted reputation
Acquisition
Engagement
Interaction
Special operation
Game-contests
Chatbots
Social media
Editorial Planning
Community Management
Influencers management
Analytics & Data
Tracking
Reporting
Data analysis
Social listening
Open web monitoring
Crisis Management
Market analysis
Content
Content creation
Content adaptation
Vanksen, the one stop
shop digital agency, to
answer all your digital
needs.
04 / IN A NUTSHELL

Thank you
Feel free to contact us if you have any question!
Cécile Lorenzini
PARTNER
clorenzini@vanksen.com
Author: the Vanksen Consulting Team

Sources
APPENDICES
122
Slide
Number
Sources
Slide 14 & 15 https://www.lsa-conso.fr/coronavirus-les-chiffres-de-l-impact-du-confinement-dans-
l-e-commerce-par-secteurs,344250
https://www.emarketer.com/content/expect-7-4-million-new-digital-buyers-2020-
pandemic-alters-behaviors
https://nrf.com/blog/how-covid-19-impacting-boomers-shopping-behavior

Digital Business Acquisition: How to Perform?

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