reaching the new consumer
DESCRIPTION
According to Forrester Research, today’s consumer is less brand loyal, less trusting and more independent. As affiliate marketers, how does one effectively reach and convert this new consumer?TRANSCRIPT
Reaching the New ConsumerKerri Pollard, Vice President of Client Performance, Commission Junction
January 23, 2007
Thank You
What is the Long Tail?
HEAD
TAIL
Most Popular Items Infinite Space
Infinite Choice Infinite #
of Niches
Chris Anderson, The Long Tail
Where does Web 2.0 Come In?
Lengthens the Tail
Fattens the Tail
Increases Demand
Dependence is Minimized
“When consumers interact, they discover
their tastes are far more diverse than the
marketing plans fired at them.”
The Shift
POWER
Institution Validation
Time Magazine, December 2006
“Welcome to YOUR World!”
You Demand to be Heard!
What I’ll Cover:
1. Who is the New Consumer?
2. New Vehicles
3. Affiliate Marketing & Web 2.0
4. What do WE Do Now?
5. Take Aways
1. Who is the New Consumer?
Pre Post
Aggregated Fragmented
Homogeneous
Passive
Converged Media Consumption
High Expectations
Interconnected
Informed
Active
Heterogeneous
Uninformed
Low Expectations
Disconnected
Singular Media Consumption
“Consumers are switching from consuming content to communicating”
Jim Nail, CMO of Cymfony
Consumers can now schedule their own media consumption
Jupiter Research, November 2005
The New Challenge
Harder to Reach;Harder to Engage;Harder to Persuade; and Harder to Satisfy.
Sounds like…..
Don’t tell me what I need or where to go!
Your Typical Teenager
Consumer Metrics Over the past five years, Americans have
increased their Internet time allocation by 75%eMarketer
12 to 17-year-olds, who represent $180 billion in purchasing power, spend 17% more time online than adults for personal reasonsForrester Research
62% of 1,000 heavy, Internet users have participated in some sort of blogging activityUniversal McCann & Insight Express, August 2006
#1 Yahoo Blog Search
in 2006
Perez Hilton
Consumer Summary
YoungerSmarter
In Control
To Be Entertained To
InteractInfiniteChoice
What I’ll Cover:
1. Who is the New Consumer?
2. New Vehicles
3. Affiliate Marketing & Web 2.0
4. What do WE Do Now?
5. Take Aways
2. New Vehicles
Samsung Blu-Ray Billboard
New Statistics
Between 2006 – 2011, the mobile TV segment alone will grow from under $200M to over $4BInforma Telecoms & Media, September 2006
Average CTR of a mobile banner ad is 2% - 3% vs. .2% for an Internet banner adABI Research, November 2006
Estimated 123.4M viewers of Internet video in 2007 – 65% will be maleeMarketer
$1.65 Billion Baby!
What are They Doing Online?
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Search Engines
Read News
Check Weather
Online Banking
Shop Online
Play Games
Access Local Info/Yellow Page
Auction Sites
Health Information
TV/Movie Listings
Travel Arrangements
Listen to Streaming Audio
Dowload/View Streaming Video
Read Blogs
View Stocks/Financial
Dowload Movies/TV Shows
Read RSS Feeds
Listen to Podcasts
Online Activities of Broadband Users in the US 2006; IPSOS Insight
10% listen to podcasts; 14% read
RSS feeds
34% download/view streaming video
86% use search engines
81%
What I’ll Cover:
1. Who is the New Consumer?
2. New Vehicles
3. Affiliate Marketing & Web 2.0
4. What Do WE Do Now?
5. Take Aways
3. Affiliate Marketing & Web 2.0
Sales
Leads
Awareness
Affiliate Marketing
“Show Me the Money!”
Web 2.0
You Have an Innovative Salesforce!
1996 2000 2001 2002 2007
“In Context”
Banner Ads
Testimonials
Dynamic Content
Loyalty
Bust!
Product comparison
Search
Convergence&
Web 2.0Injection
What Do I Mean?
Compliment – don’t conflict – the
consumer’s path
Sample Injections
Affiliate Re-direct
#2 in the Natural Search RankingsAuthenticity is Key
Sample Injections
Golf putter
Odyssey prototype milled putter
Keywords that drill into a topic can
deliver a higher quality audience
Sample InjectionsWidgets: They bring the web to you; Think of them as tech jewelry – bling for your blog; ice for your desktop (Malik & Niall Kennedy)
Year of the Widget? Newsweek
End of the page view?
What I’ll Cover:
1. Who is the New Consumer?
2. New Vehicles
3. Affiliate Marketing & Web 2.0
4. What Do WE Do Now?
5. Take Aways
4. What Do WE Do Now?
Publishers need DETAILED
product data
The most successful publishers DON’T use the
product description field
Data is POWER
Open up your “library” beyond the
“bestseller list”
Enable your publishers to leverage
the “tail”
Custom Datafeeds
APIs
Deep Keywords
Learn to Let Go
McDonald’s 500m
“Don’t promote us near the
competition”
“We require exclusivity”
“That data is not available”
What I’ll Cover:
1. Who is the New Consumer?
2. New Vehicles
3. Affiliate Marketing & the Web 2.0 Injection
4. What Do WE Do Now?
5. Take Aways
5. Take Aways
The Consumer has ChangedHave You? Has Your Affiliate Program?
Minimize the use of the word “control”
Be Nimble, Cooperative and Accessible
Thank [email protected]