social's real impact on buying behavior - digital marketing exchange - r2i
Post on 08-May-2015
375 Views
Preview:
DESCRIPTION
TRANSCRIPT
Social’s Real Impact—Changing the Way People Make
Purchasing Decisions
September 23, 2013
22
Digital Marketing Exchange
Confidential 9/17/2013 2
Evolution of Web’s Role in Decision-Making
33
Digital Marketing Exchange
Confidential 9/17/2013 3
Sources that Internet Users Trust
Brand or product recommendations from friends and family
Professionally written online reviews (i.e., Consumer Reports)
Consumer-written online reviews (i.e., Amazon)
Natural search engine results
Information on websites of companies or brands
Sponsored search engine results
Emails from compnaies or brands
Posts by companies or brands on social network sites
Information on mobile apps from companies or brands
Ads on websites
Text messages from companies or brands
0% 10% 20% 30% 40% 50% 60% 70% 80%
Review Sources% of Respondents (Source: Forrester, "North American Technographics Online Benchmark Survey" March 2013)
44
Digital Marketing Exchange
Confidential 9/17/2013 4
Reasons U.S. Internet Users Go Online Before Making a Purchase
Research product/service information
Search for consumer or user reviews
Search for product/service on ratings websites
Search for opinions from product/service experts
Read articles or blog posts about the product/service
Solicit opinions from their social network
0% 10% 20% 30% 40% 50% 60% 70% 80%
2011
2010
Source: eMarketer.com
55
Digital Marketing Exchange
Confidential 9/17/2013 5
Content Remains King
Source: eMarketer.com
66
Digital Marketing Exchange
Confidential 9/17/2013 6
Understanding Information Consumption
Peer-to-peer online networks have changed the way people discover
information, evaluate and purchase products and services.
The decision to buy occurs around people, places and content of
interest. This PPC is known as the “Conversation Layer” and is
happening in both owned and un-owned properties.
Consumers joining the “Conversation Layer” represent risk reduction
behavior; understanding this is fundamental when designing a social and
content strategy.
77
Digital Marketing Exchange
Confidential 9/17/2013 7
Dealing with Dark Social
Source: pardot.com
88
Digital Marketing Exchange
Confidential 9/17/2013 8
The Conversation Layer
99
Digital Marketing Exchange
Confidential 9/17/2013 9
SOCIAL’S REAL IMPACT:
How does this change your business?
1010
Digital Marketing Exchange
Confidential 9/17/2013 10
Questions for the Audience
How does this effect my budget?
How does this effect my org chart?
How does this effect relationships with vendors?
What is technology’s role?
1111
Digital Marketing Exchange
Confidential 9/17/2013 11
Questions for the Audience
How does this effect
my budget?
1212
Digital Marketing Exchange
Confidential 9/17/2013 12
Budget Implications
• Becoming a Publisher—Creating Content
• Loyalty and Call Centers
• Product Development
• Reduction in Awareness Media
1313
Digital Marketing Exchange
Confidential 9/17/2013 13
Questions for the Audience
How does this effect
my org chart?
1414
Digital Marketing Exchange
Confidential 9/17/2013 14
New Marketing Leadership
CMO
V.P. Marketing Channels
V.P. MarketingTechnology
1515
Digital Marketing Exchange
Confidential 9/17/2013 15
Questions for the Audience
How does this effect
relationships with
vendors?
1616
Digital Marketing Exchange
Confidential 9/17/2013 16
Vendor Relationships
• We have too many of them.
• Specialists are ruling the day.
• They better be tech savvy.
• Where does the big idea come from? Does it matter?
• Which vendor should I use?
1717
Digital Marketing Exchange
Confidential 9/17/2013 17
Questions for the Audience
What is technology’s
role?
1818
Digital Marketing Exchange
Confidential 9/17/2013 18
Technology’s Role
• Supports marketing
• Supports sales
• Supports customer
• Publishes content
• Collects data
CMO will have the same number IT folks
reporting to her as the CTO
1919
Digital Marketing Exchange
Confidential 9/17/2013 19
So how are we doing it?R2i Case Study
2020
Digital Marketing Exchange
Confidential 9/17/2013 20
R2i Case Study
2121
Digital Marketing Exchange
Confidential 9/17/2013 21
Social’s Real Impact
We aren’t going to advertise anymore; we are
going to manage communities.
--CMO, Coca-Cola
2222
Digital Marketing Exchange
Confidential 9/17/2013 22
Marketing in a World Where All Things are Known
Takeaway 1: Decision-Making is the CORE
2323
Digital Marketing Exchange
Confidential 9/17/2013 23
Marketing in a World Where All Things are Known
Takeaway 2: Decisions are made in the “Conversation Layer”
2424
Digital Marketing Exchange
Confidential 9/17/2013 24
Marketing in a World Where All Things are Known
Takeaway 3: Map the Conversation Layer = Strategy
2525
Digital Marketing Exchange
Confidential 9/17/2013 25
Marketing in a World Where All Things are Known
Takeaway 4: Advise all areas of channel activation
2626
Digital Marketing Exchange
Confidential 9/17/2013 26
The New Org Chart: Conversation Layer Team
2727
Digital Marketing Exchange
Confidential 9/17/2013 27
Informing the Strategy
2828
Digital Marketing Exchange
Confidential 9/17/2013 28
Informing the Strategy
2929
Digital Marketing Exchange
Confidential 9/17/2013 29
Informing the Strategy
3030
Digital Marketing Exchange
Confidential 9/17/2013 30
Informing the Strategy
3131
Digital Marketing Exchange
Confidential 9/17/2013 31
CONNECT
R2integrated – Digital Marketing & Technology
www.r2integrated.com
@r2integrated
top related