Download - Chasing the Dynamic Customer
SEO OVERVIEW CHASING THE DYNAMIC CUSTOMER: FADING BOUNDARY BETWEEN TRADITIONAL & NEW MEDIA
SPEED OF CHANGE
FACEBOOK DIDN’T EXIST
Thomas Friedman
FACEBOOK DIDN’T EXIST
TWITTER WAS A SOUND
Thomas Friedman
FACEBOOK DIDN’T EXIST
TWITTER WAS A SOUND
THE CLOUD WAS IN THE SKY
Thomas Friedman
FACEBOOK DIDN’T EXIST
TWITTER WAS A SOUND
THE CLOUD WAS IN THE SKY
4G WAS A PARKING SPACE
Thomas Friedman
FACEBOOK DIDN’T EXIST
TWITTER WAS A SOUND
THE CLOUD WAS IN THE SKY
4G WAS A PARKING SPACE
LINKEDIN WAS A PRISON
Thomas Friedman
FACEBOOK DIDN’T EXIST
TWITTER WAS A SOUND
THE CLOUD WAS IN THE SKY
4G WAS A PARKING SPACE
LINKEDIN WAS A PRISON
SKYPE WAS A TYPO…all that changed in 6 years
Thomas Friedman
GANNETTLOCAL JOURNEY
Integrated marketing solutions with emphasis in social and mobile
Validating the business concept
Local starts to look more like amazon
Introducing digital products to our media
properties
Social media gains local traction
Deal of the Day exploded into the
local space
PUBLISHER AGNOSTIC POINT OF VIEW
GOAL Reach target
customers
GOAL Reach target
customers and deliver the best
ROI
WE’RE TUNING OUT THE NOISE
The average consumer sees 3,000 brand impressions a day. Media is and will continue to converge as brands are challenged to intercept this elusive customer, regardless of medium, channel or time of day.
HARD TO GET OUR ATTENTION
1972 – 34 SHARE 1982 – 28.4 SHARE 1991 – 21.3 SHARE 2001 – 15 SHARE 2011 – 12.9 SHARE
THE CONSUMER IS IN CONTROL
• People ARE talking about YOUR business
• Customers are becoming “Mayors” • Reviews are being made
• Photos shared instantly
EVOLUTION OF MARKETING
<1990 1990s 1999 2000s 2010
Direct MailTelephone
TelevisionRadioPrint
Display
IMEmail
Direct MailTelephone
TelevisionRadioPrint
DisplayWebsiteSearch
Online Display
IMEmail
Direct MailTelephone
TelevisionRadioPrint
DisplayWebsiteSearch
Online DisplayPaid Search
Landing PagesMicrosites
Online VideoWebinars
Af!liate Marketing
Mobile EmailSMSIM
EmailDirect MailTelephone
TelevisionRadioPrint
DisplayWebsiteSearch
Online DisplayPaid Search
Landing PagesMicrosites
Online VideoWebinars
Af!liate MarketingBlogsRSS
PodcastsContextual
WikisMobile WebMySpace
Addressable VoiceMobile EmailSMS + MMS
IMEmail
Direct MailTelephone
TelevisionRadioPrint
DisplayWebsiteSearch
Online DisplayPaid Search
Landing PagesMicrosites
Online VideoWebinars
Af!liate MarketingBlogsRSS
PodcastsContextual
WikisMobile WebMySpace
BehavioralFacebook
TwitterYouTube
Virtual WorldsAugmented Reality
WidgetsFlickr
Location-Based(e.g. Foursquare)
MEDIA FRAGMENTATION CONTINUES TO INCREASE
SOURCE: LCM Wave 16 Q3/2012 (and prior waves, if relevant). Methodology: Online panels. Findings may not be statistically significant.
Average Number of Media Used by SMBs for Advertising and Promotion
SMBs ARE BUILDING A ROBUST ONLINE PRESENCE
SOURCE: LCM Wave 16 Q3/2012 (and prior waves, if relevant). Methodology: Online panels. Findings may not be statistically significant.
The typical SMB now has multiple “presences” online. We measure 13 different types of online presence, with some representative results shown below.
MOST LOCAL WEBSITES ARE POOR • Only 13% have a local phone number on the home page
• Only 24% have an email address on the website
• 36% of websites are only a single page
TODAY’S SALES FUNNEL IS MORE LIKE A FLIGHT MAP
77% OF VIEWERS USE ANOTHER DEVICE WHILE THEY ARE WATCHING TV
SOURCES OF INFORMATION NEEDED BEFORE MAKING A BUYING DECISION
15
10
5
02010 2011
5.3
10.4
Source: Google ZMOT Handbook, 2012
CONSUMERS USING SEARCH ENGINES TO FIND WEBSITES, PRE-PURCHASE
Source: Google ZMOT Handbook, 2012
75
100
50
25
02004 2012
83
61
GOOGLE DECLARES FIRST NONLINE SHOPPING SEASON Lines between offline and online shopping experiences are blurring
THE DYNAMIC CONSUMER JOURNEY: CHANGING YOUR MARKETING STRATEGY “When marketers understand this journey and direct their spending and messaging to the moments of maximum influence, they stand a much greater chance of reaching consumers in the RIGHT PLACE at the RIGHT TIME with the RIGHT MESSAGE.” David Court Director Sales & Marketing Practice McKinsey & Company
BACK IN THE DAY: EASY PURCHASE PROCESS
Todd Ebert, Rethinking the Consumer Buying Process, Oct 2011
TARGETGenerate Leads
ENGAGENurture Leads
CONVERTIncent/Motivate
LOYALTY
Saw traditional offline ads
Asked friends
Checked Print Directories
Spread Word-of-Mouth
?
Yellow Pages
WINNING THE ZERO MOMENT OF TRUTH
Source: Google/ Shopper Sciences, Zero Moment of Truth Study April 2011
DYNAMIC CONSUMER JOURNEY
Source: Google/ Shopper Sciences, Zero Moment of Truth Study April 2011
TODAY’S CONSUMER: COMPLEX PURCHASE PATH
Todd Ebert, Rethinking the Consumer Buying Process, Oct 2011
At each stage, consumers are influenced by multiple forms of media.
Online Advertising
Reviews
Content Sites
Search DirectoriesSocial Media
Business Sites/Blogs
Deals & Offers
CONVERT
ENGAGE
TARGET
TARGETGenerate Leads
ENGAGENurture Leads
CONVERTIncent/Motivate
LOYALTY
NEW PURCHASE JOURNEY
NEW PURCHASE JOURNEY
NEW PURCHASE JOURNEY
CROSS CHANNEL INTEGRATION
PAID, EARNED & OWNED MEDIA
SOURCE: The Converged Media Imperative: How Brands Must Combine Paid, Owned & Earned Media Altimeter Group, July 2012
Display, banner ads, print ads, TV, Radio, PPC ads, Billboards, Direct Mail
Corporate website, website, corporate blog
CONVERGED MEDIA DEFINITION • Two or more channels of paid, earned and owned media. • Consistent storyline, look and feel. • All channels work in harmony, enabling brands to reach customers
throughout the customer journey
© 2012 Altimeter Group
CREATING BRANDED ‘SURROUND SOUND’: How media types influence and enable each other
© 2012 Altimeter Group
PAID
OWNED
EARNED
Drives v
olume t
o brand
Drives volume
Provides platformProvid
es platf
orm
Instructs where to amplify
Informs innovation, creative
THE POWER OF INTEGRATION
THE CHANGING BUYING CYCLE – REAL ESTATE
Discovery Research Selection Closing
Buyer first thinks about purchasing
new home
Motivated by desire or need;
not “finding,” but “ruling out”
Understand process, tools
available, market landscape
Self Directed
THE CHANGING BUYING CYCLE – REAL ESTATE
Discovery Research Selection Closing
Buyer actively seeks specifics
Neighborhoods, property
attributes, narrow possibilities
Aware of brands and agents, may place home on
market
Heavy Web Use
THE CHANGING BUYING CYCLE – REAL ESTATE
Discovery Research Selection Closing
Buyer becomes more
discriminating
Comfortable with knowledge
Shorten list of target homes, attributes
considered increase
Commit to Relationship; Ideal Agent Lead
THE OLD BUYER LIFE CYCLE – REAL ESTATE
Discovery Research Selection Closing
Sales function, not marketing
Discovery Research Selection Closing
Agent Entry Point
THE OLD BUYER LIFE CYCLE – REAL ESTATE
Homes Viewed Attributes Considered
Source: The Winning Real Estate Brokerage, Alex Zoghlin, VHT, Fall 2011.
TODAY’S HOME BUYER – REAL ESTATE
Homes Viewed Attributes Considered
Source: The Winning Real Estate Brokerage, Alex Zoghlin, VHT, Fall 2011.
Discovery Research Selection Closing
Agent Entry Point
OLD BUYER LIFE CYCLE VS. NEW BUYER LIFE CYCLE
Discovery Research Selection Closing
Agent Entry Point
Discovery Research Selection Closing
Agent Entry Point
Old Buyer Life Cycle New Buyer Life Cycle
Homes Viewed Attributes Considered
Source: The Winning Real Estate Brokerage, Alex Zoghlin, VHT, Fall 2011.
Lead Capture Opportunity
ART & SCIENCE OF MARKETING: MARKETING MIX OPTIMIZATION PLAYBOOK
• The art of marketing helps you coordinate marketing channels, and the messages you put into those channels, based on where in the customer life cycle each channel is most effective.
• Activating brand assets across channels to support the customer life cycle.
• The science of marketing taps into the rich data associated with all of these channels so that you can make an investment decision based on desired outcomes rather than past investment levels and rule of thumb.
• Increasing customer fragmentation demands we get better on the link to business outcomes
EFFECTIVE MARKETING PROGRAMS MUST SUPPORT THE CUSTOMER LIFE CYCLE
• Reach channels support discovery
• Depth channels support exploration and purchase
• Relationship channels support engagement
REACH CHANNELS SUPPORT THE DISCOVER PHASE OF THE LIFE CYCLE
RELATIONSHIP CHANNELS SUPPORT THE ENGAGE PHASE OF THE LIFE CYCLE
THE MARKETING RADAR MODEL SUPPORTS THE ENTIRE CUSTOMER LIFE CYCLE
Reach channels
To succeed using this model: • Both offline and online
channels feature heavily at every stage of the customer lifecycle
• PEO describes only the characteristics of media channels rather than customers relationships with those channels.
• Marketing plans and budgets must focus on how channels support the customer journey
Depth channels
Relationship channels
BUYING A MASSAGE
BUYING KITCHEN SUPPLIES
TARG
ETEN
GAGE
CONV
ERT
LOYA
LTY
1 3 52 4 6 7 8
On Facebook and sees ad for cool kitchen supplies from local business
Clicks on Facebook landing page which takes her to local business website to look for merchandise inventory
Sees print ad announcing weekend sale on frying pans
Uses mobile to look up Google+ local page to get driving directions and decides to call and ask about speci!c item in stock
Uses mobile phone to scan barcodes to see if frying pans are cheaper anywhere near store location, !nds cheapest price at Amazon but wants it now
Purchases 10” Calphalon frying pan
Provides email address to local business for updates on cooking classes
Likes Facebook page after receiving email to get 25% off on cooking class
Likes the brand on Facebook and writes a positive comment on the brand page
$$
Sur!ng the web on recipe sites and sees retargeting display ads for local business
25%
DAY
BUYING FURNITURE
TARG
ETEN
GAGE
CONV
ERT
LOYA
LTY
1 3 112 4 12 16 17-34 35 42 45
Sees TV commercial on seasonal sale
Retargeting Ad Retargeting Ad Retargeting Ad
TV Commercial TV Commercial TV Commercial
Searches for latest trends in couches
Facebook friend recommends a
few stores
Friend sees her foursquare check-in
on Facebook and comments how
much she enjoyed working with a
particular sales rep
Email inviting her to an after hours event to unveil
new fashion line of couches, she replies
to invite online
Attends VIP event, seeks out sales rep recommended by
friend
Visits local business websites to
look at styles
STORE
Asks Facebook friends if they know a place to shop
with cool styles
VIP
Purchases the couch
$$
Likes the brand on Facebook and writes a positive comment on
the brand page
DAY
BUYING A CAR TARG
ETEN
GAGE
CONV
ERT
LOYA
LTY
1DAY 3 222 15 23-37 37 38
Likes the Facebook brand page to get service
discount coupons
Visits car manufacturer sites
to look for cars
Mobile search while out on the
weekend to visit a few dealerships in
the area
Researches and compares car prices
and inventory on cars.com and
AutoTrader.com, visits a few dealer
websites
Searches for car on Google, visits a few dealer websites
Discovered from Google search, a YouTube video produced by local auto
dealership comparing two brand cars in same class
Searches for each dealership on Google reading
reviews on Google+ local and Yelp, eliminates one
dealership off the list due to negative sentiment
Negotiates with a few dealerships online, provides email address and mobile
phone number
Print ad from dealership with end of the clearance pricing
TV commercial for one of the brands of cars on the list
While sur!ng the web & facebook sees ads from one dealership he tried to buy the car from
Picks dealerships based on brands
remembers seeing newspaper ads
Purchases the car
$$