Download - Agenda Interesting Research Defining Goals Approaching Content Approaching Standards Moving Forward
Agenda
Interesting Research Defining Goals Approaching Content Approaching Standards Moving Forward
Some Interesting Research
“Everyone is entitled to his own opinion, but not his own facts.”
Daniel Patrick Moynihan (1927-2003) American Politician and Sociologist
By 2013, 50% of all retail transactions will be affected by the web.
Source: Forrester Research 2010
“Online data influences as much as 80% of all product transactions.”
Clavis Report on eCommerce Information Quality Insight
Consumers are digitally trained. Nearly 80 million US households
have broadband access
Source: Forrester Research 2010
Most consumers have mastered basic online activities like researching and purchasing
products.
Source: Forrester Research 2010
Online experiences define the brand. The website experience now sets user
expectations for all other interactions with a company.
Source: Forrester Research 2010
But what about print ?
In 2010…57% of online B2B shoppers report that
even though they primarily buy online they prefer to have a catalog on hand.
Source: comScore research 2010
In 2012…55.1% of B2C catalog recipients indicated
they would prefer getting all catalogs in digital format if possible.
Source: Catalog Spree, 2012
Consumers who received a catalog spent 28% more on the retailer’s site than those
who did not receive a catalog.
Source: comScore research 2010
77% of consumers state that they prefer to receive permission-based marketing
communications through email.
Source: Exact Target 2012
More than three out of five consumers will spend at least two minutes watching a video
that educates them about a product they plan to purchase, and 37% will watch for
more than three minutes.
(MarketingCharts.com, 2012)
Nearly 1 in 5 minutes onlineis spent on social networks.
Source: comScore Media Metrix, March 2007 - October 2011
In January 2012 Pinterest drove more referral traffic than Google Plus, LinkedIn and
YouTube combined.
This was equal to Twitter in referral traffic.
Facebook drove 7.3 times that amount.
Source: Shareaholic 2012
Every morning online consumers have their first online activity of the day...
• 58% check email• 20% check a portal site or search engine• 11% check Facebook• 5% check a news site• 3% check their company’s intranet site
Source: ExactTarget Research 2010
Consumers are being overrun with social content. During the last
90 days...
• Only 18% of online users who are on Facebook are friends or have “liked” a brand.
• Only 8% of online users have been to a brand sponsored social network.
• Only 6% of online users have read a brands blog.
• Only 5% of online users have followed a brand on Twitter.
Source: Forrester Research “Defeating Social Clutter” 2010
In order to compete businesses must...• Become “interesting” by providing relevant
content that users perceive as valuable.• Stop thinking of social media programs as “free”
and start supporting them with traffic driven marketing and relevant promotions.
• Recognize when social tools are not your best option so effort can be directed toward more effective channels.
Source: Forrester Research “Defeating Social Clutter” 2010
“Only 36% of products on leading eCommerce websites pass standard tests for
completeness, presentation and accuracy.”
Clavis Report on eCommerce Information Quality Insight
“51% of products on leading eCommerce websites are missing some expected piece
of information.”
Clavis Report on eCommerce Information Quality Insight
“13% of products on leading eCommerce websites are linked to the wrong brand.”
Clavis Report on eCommerce Information Quality Insight
“5% of products on leading eCommerce websites have a product name or brand
name that is misspelled.”
Clavis Report on eCommerce Information Quality Insight
Maintaining the status quo is the riskiest path a business can take, because the market is
not standing still.
Defining Goals
3 Simple Goals
Supporting Campaigns Is Key
4000 Brand Impressions A Day
Customer Experience Management
When firms excel at customer experience,
they have an advantage of more than 14% over customer experience laggards in three key
areas of loyalty — willingness to buy more, reluctance to switch, and
likelihood to recommend.
© 2012, Forrester Research
Source: Forrester Research 2010
Visual and Experience Consistency
© 2012, Forrester Research
Source: Forrester Research 2010
Real World Evolution
Approaching Content
Start with the Content Value Chain
Source: Forrester Research 2010
There are Different Types of Content
The Future Commerce Platform
Understanding Content Customers
Source: Forrester – North American Technographics Empowerment Online Survey Q4 2009 (US)
Approaching Standards
OPIDS:Office Products Industry Data Standardization
Committee formed in 2006 Buying Groups, Wholesalers, Trade Service, BSA &
NOPA
Standardization Goals: MAC SKU UOM
OPIDS:Office Products Industry Data Standardization
Results: MAC & SKU variances 98+% eliminated UOM
nomenclature established 98+% standardized usage
On-Going Challenges: Growing SKU and UOM variances on items sold in
multiple UOMs
More detail tomorrow
Rich Product Content
Multiple models exist No one standard has emerged Alignment with existing standards is poor Best practices are not clear
The Working Committee
Started with an idea in this conference 2 years ago. Formalized working group
Wholesalers Suppliers Manufacturers Reps 3PV’s Buying Groups
Meet 2x a year in person and virtually as needed.
Progress to Date
Over 20 areas of focus identified and prioritized Subcommittees formed for each imitative 4 Standards have been defined and published
Images Video QR Codes Descriptions
Next meeting in January in Atlanta
Content Sessions in Track 2
Perfecting Your Video Strategy Craig Wax, CEO, Invodo
Best Practices in Image Content Steven Glass, Managing Director, Midwest Resource Group
Content that Connects: Integrating QR Codes and other Direct Response Techniques into Your Messaging Parrish S. Gust, Product Manager CustomPoint Solutions, RR Donnelley
Unleash Site Search to Drive Effective Online Merchandising Marcel Muñoz, CTO, Co-Founder, Thankx Media
Office Products Data Standardization for the Independent Dealer Dee King, Director of Product Information, S.P. Richards Co.
Copy at the Point of Customer Contact Mike Metchikoff, President, Office Products Marketing and Advertising
Content in Support of Multi Channel Marketing Mark Evans, Director, United Stationers
Moving Forward
Our Roadmap
Thanks
Any Questions?