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Expanding the Digital Marketing Potential of Ecommerce
Expanding the Digital Marketing Potential of Ecommerce
Expanding the Digital Marketing Potential of Ecommerce
Expanding the Digital Marketing Potential of Ecommerce
Expanding the Digital Marketing Potential of Ecommerce
Expanding the Digital Marketing Potential of Ecommerce
Expanding the Digital Marketing Potential of Ecommerce
Expanding the Digital Marketing Potential of Ecommerce
Expanding the Digital Marketing Potential of Ecommerce
Expanding the Digital Marketing Potential of Ecommerce
Expanding the Digital Marketing Potential of Ecommerce
Expanding the Digital Marketing Potential of Ecommerce
Expanding the Digital Marketing Potential of Ecommerce
Expanding the Digital Marketing Potential of Ecommerce
Expanding the Digital Marketing Potential of Ecommerce
Expanding the Digital Marketing Potential of Ecommerce
Expanding the Digital Marketing Potential of Ecommerce
Expanding the Digital Marketing Potential of Ecommerce
Expanding the Digital Marketing Potential of Ecommerce
Expanding the Digital Marketing Potential of Ecommerce
Expanding the Digital Marketing Potential of Ecommerce
Expanding the Digital Marketing Potential of Ecommerce
Expanding the Digital Marketing Potential of Ecommerce
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Expanding the Digital Marketing Potential of Ecommerce

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  • Bill Bishop is the preeminent authority on retail engagement strategies. Insights here are an outcome of experience, capability and track record helping retail organizations optimize their strategies. This deck provides a great overview on current behaviors and optimal solutions to better connect retail brands with their customers.
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  • changing retail business models, and realigning trade partnerships.
  • Transcript

    • 1. Expanding the Digital MarketingPotential of EcommercePresented byBill BishopChief Architect,brickmeetsclick.comtoMedia and Integrated Marketing ClassMay 28, 2013Brick Meets Click delivers the strategic insight and guidance that retailers, suppliers, & technology providersneed to drive growth by meeting shopper needs in a multi-channel environment..
    • 2. The PremiseWhile ecommerce is now considered mainlytransactional, it can also be a marketing vehiclethat persuades and influences behavior.May 2013
    • 3. What we will do in this presentationLook at how ecommerce can become a moreeffective digital marketing media for retailing.May 2013
    • 4. What we believeConnected consumers are rebalancing their shopping todo more online but not abandon the store, and this isdriving change throughout the marketing channel.May 2013
    • 5. Where we operateBrick Meet Clicks delivers the strategic insight and guidancethat retailers, suppliers, & technology providers need to drivegrowth by meeting shopper needs in a multi-channelenvironment.May 2013
    • 6. Why we careThis transformation dwarfs the impact of earliertechnologies; e.g. scanning on retailing and creates:• Challenges to overcome• Opportunities to exploitWe need to be in the middle of the action.May 2013
    • 7. Ecommerce goes well beyond online buying.It gives consumers:• More choice• Greater transparency• Increased control• Lower transaction costsMay 2013
    • 8. Three Keys To Decoding Ecommerce1. The growing market power of consumersMay 2013
    • 9. Three Keys To Decoding Ecommerce2. Still on the steep slope of the “learning curve”May 2013
    • 10. May 2013Three Keys To Decoding Ecommerce3. The continuing challenge of distribution andfulfillment
    • 11. The NeedThe eroding power of mass media makes push communicationless effective.• Pull communication opportunities are emerging slowly.• Push communication thinking still dominates.May 2013
    • 12. The ChallengeMarketers face a dilemma.• Best practice is to use persuasive messaging.• But this requires high involvement by consumerswhich is getting harder to achieve.Now there’s a trend to engage consumers on broader lifegoals, but this also requires high involvement.May 2013
    • 13. A Way Forward“Primal marketing” can add another branding process;i.e. one that recognizes behavior is also influenced by acomplex network of associations activated by cues andoperating largely outside our conscious awareness.Cued associations are:• More powerful when message relevance is low.• At work all the time.May 2013
    • 14. “Primal Marketing” is Used Today in RetailingWhat drives the choice of where you shop?• Price reputation• Great service• Top quality productsMay 2013
    • 15. How Do You React to the Following:• Brightly lit stores?• Eye-catching product presentations?• The smell of bread baking?• “Gluten free”?What other cues have a positive association for you?May 2013
    • 16. Ecommerce Holds Potential for Marketers• Streamlines the shopping experience.• Delivers persuasive messages.• Creates positive associations through cues.May 2013
    • 17. Streamlining the Shopping Experience• Matching the product with the shopper’s need state;e.g. food that is ready to cook, heat, or eat.• Alerting shoppers to relevant promotions at the shelf.• Shifting the time for shopping.• Automating the planning process.May 2013
    • 18. Delivering Persuasive Messages About DoingMore With Ecommerce• Making it easier to find what you’re looking for; i.e.leveraging the “long tail”.• Increasing the relevance of the message throughpersonalization in order to increase involvement.• Providing more information on:– Where and how the product was purchased.– The product contents and features.May 2013
    • 19. Introducing Positive Associations That PromptShopper Response Without Conscious ThoughtThrough:1. Color and design that set the message apartMay 2013
    • 20. Introducing Positive Associations That PromptShopper Response Without Conscious ThoughtThrough:2. User testimonials from trusted sourcesMay 2013
    • 21. Introducing Positive Associations That PromptShopper Response Without Conscious ThoughtThrough:3. Intuitive user experiences that project confidenceMay 2013
    • 22. Introducing Positive Associations That PromptShopper Response Without Conscious ThoughtThrough:4. Subscription programs so that a shopper “neverruns out”May 2013
    • 23. Insight to Action• Sharpen your persuasive messages.• Find the cues that support your brand.• Design your supplier investments to be profitable.• Deliver the brand promise consistently in the shoppingexperience.May 2013

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