joel warady: leveraging mobile in an analog life
TRANSCRIPT
A Much Larger Opportunity
Celiac & Gluten
Intolerants 25 Million
Other Food Allergy Sufferers
75 Million Consumers
Source: American College of Gastroenterology, October 2011; Elucidare, January 2011
Source: National Digestive Diseases Information, March 2012; HealthCare Zone 03/12; National Foundation for Celiac Awareness, 2011; FoodAllergy.org ; American Academy of Pediatrics, 2011
90% of all
allergies
Gluten Free +
“Free-From” Means…
Free From Consumers Take
Loyalty to New Level
• Consumers have limited options
• If they like something, they buy a lot
Consumer Devotion
Our Consumer
Face to Face &
Experiential Engagement
Content
Loyalty Print and
Digital Advertising
Digital Path to
Purchase
Social
Consumer Centric Strategy
One-Screen-World
Philosophy
Solutions for the screen they
happen to have in front of them at
that time
Connecting
We are ignoring the shopper’s
path to purchase and path to
new product selection
If we don’t take a
digital-first posture…
Who Do Customers Trust?
25% of search results of
the world’s top 20 brands
are links to user generated
content
75% of consumers don’t
believe companies tell the truth in advertising
Over 90% of all consumer
decisions are due to a positive
recommendation
from someone they trust -Dr. Walter Carl
Who Do Customers Trust?
Social CPG
81% of consumers receive advice
on a product purchase through
social media
77% of online shoppers use
reviews to make a purchase
decision
44% of companies use
crowdsourcing to get new ideas.
Growing Social Engagement
Facebook 256,242 Likes
Twitter 26,300 Followers
Pinterest 3502 Followers
Newsletter Subscribers 65,000+ Opt-in
Instagram 8083 Followers
55% of shoppers use their
smartphones for shopping
41% of shoppers desire mobile ads
that provide location based offers
52% of women use smartphones to share
photos of what they purchase
Nuance Digital Marketing Study October 2013
Impact of Mobile on Shopping
Social and Digital…not just another
channel but a transformational
force that requires marketers to
rethink their entire marketing
strategy
Ad Age