What Next For Digital? Search, Mobile & The Rise Of Social Commerce

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Crafted Media …

Crafted Media
Briefing: where next for digital marketing?
Search, mobile, and the rise of social commerce.

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  • With the recent advancement in mobile phones where almost everybody have smart phones, I believe some of your predictions will come sooner. In the near future mobile phones will no longer be just the way they are today but they will be indispensable part of every human beings.
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  • I’m searching for XXXX, I’m buying XXXX, I’ve bought XXXX aren’t I cool by association!!
  • Emotive / lifestyle vs commercial.
  • In-store QR codes, computer in your car


  • 1. Crafted Media
    Briefing: where next for digital marketing?
    Search, mobile, and the rise of social commerce.
  • 2. Hello
    Crafted Media
    • 30Ipswich-based staff specialising in
    • 3. E-commerce
    • 4. Design
    • 5. Development
    • 6. Search engine marketing
    • 7. Social media
    • 8. Copywriting
    • 9. Mobile sites & apps
  • Customers
    “Communities already exist. Instead, think about how you can help that community do what it wants to do”
    Mark Zuckerberg
    For communities, read customers.
    The opportunity lies where ‘new media’ meets traditional.
    But we’ve been calling it ‘new media’ for 10 years.
    What are you doing now and where will your customers be next week?
  • 10. The stats
    Recent research from Forbes demonstrates exactly how valuable Facebook Fans are to a brand:
    • They are 41% more likely to recommend a company.
    • 11. 28% more likely to continue using them in the future. 
    • 12. Fans are worth on average $136.38 to a business and spend $71.84 more per year.
    • 13. Search + Social Media increases CTR by 94 percent. (GroupM and comScore)
  • The way we were
    It’s all about search, paid and natural.
    And conversion.
    And maybe a follow-up email.
    ‘traditional’ media
  • 14. The way we should be now
    Now social influence during the search and research phase is more important than ever...
  • 15. The way we need to be
  • 16. Remember the basics
    Remember the basics: the digital landscape is ever-changing, the key is to not get distracted by the latest shiny route-to-market, but integrate it with your existing digital activity.
    ‘Traditional’ approach:
    • Traffic – keyword to landing page
    • 17. User experience – from calls-to-action to form usability
    • 18. Conversion, retention, rinse, repeat...
  • The basics combined
  • 19. The basics+
    Enhance all of the above by knowing your customers.
    • Who are they?
    • 20. Where are they?
    • 21. What are they talking about?
    The answer still lies in social media, but search & social are increasingly mobile.
    Crucially, once we’ve answered the above questions...
  • 22. What now?
  • 23. People haven’t changed the way they are fundamentally, they are just more technologically enabled.
  • 24. Mobile
    Make sure your website works on a mobile.
    Mobile search
    Mobile commerce
  • 25. This is not an ambush
  • 26. Mobile
    Mobile shouldn’t remove the opportunity to consultatively sell.
    There is less real estate to visually sell, so it is more important to focus on how your customers might view your business, products and services.
    Mobile should
    • highlight your products,
    • 27. emphasise your service
    • 28. enable the user
    • 29. to reserve & collect
    • 30. to find store locations
    Mobile is a new channel, not a replacement.
  • 31. Remember to not get excited about the shiny thing. Simply focus on where your customers are and how to sell to them
  • 32. Mobile search & ads
    Mobile ad spend rose 116% in 2010 fo £83m
    There are 3 types of specific mobile advertising:
    • Search Ads - similar to traditional search ads but have some additional features.
    • 33. Web Display Ads – Display banner and text ads shown across the network. Either optimised for mobile pages or shown on desktop sites via high end devices like the iPhone.
    • 34. App Display Ads – These ads are shown across a range of apps E.G. Google Maps, Shazam
  • Mobile search extras
    Location Extension     
    Click to Call Extension
    Click to Download App
  • 35. Mobile targeting
    As with any mobile or social activity, this is not instead of the basics, this is a new route to market.
  • 36. So what?
    Just a website isn’t a strategy.
  • 37. So what?
    Just visitors will not keep you in business
  • 38. So what?
    Just social networking is all talk and no trousers
  • 39. So sell
    Social commerce
    Mobile commerce
  • 40. Allfancydress.com
  • 41.
    • Significant % of overall sales within days of launch
  • 42. Anyspacedirect.co.uk
  • 43. Anyspacedirect.co.uk
    New technology
    Brand building
    New sales channel
  • 44. The point
    Engaging your customers via the most effective means.
  • 45. Social change
    Social commerce – e-commerce through social networks
    Social change: social shopping and social influence are an integral part of our lives. (Note: I didn’t mention ‘online’ or ‘digital’ there)
    Customer behaviour has not changed (much), but when we ask a question, or seek an opinion or recommendation it is amplified.
  • 46. Social interaction
  • 47. The power of advocacy
  • 48. Social commerce
    The socialisation of your brand drives business
    • Nearly 40% of consumers  ’like’ companies on Facebook to publicly display their brand affiliation to friends. [Source: ExactTarget, via Social Media Examiner, October 2010]
    • 49. 40% click ‘like’ button for, or ‘liked’ a company, brand or association on Facebook to receive discounts and promotions. [Source: ExactTarget, September 2010]
  • Social commerce
    Shopping via Facebook
    Shopping in Facebook
    The phasing out of FBML, the phasing in of iframes.
    People are happy with the ‘security’ of Facebook.
  • 50. Truly social commerce
    ‘Free personal shopping network service complete with live chat, enabling consumers to seek product advice and recommendations from knowledgeable advisors in real-time.’
  • 51. Off(line) and on again
  • 52. Group-buying
  • 53. Group-buying
  • 54. Open social discovery
    Facebook Connect
    Share on Twitter
    Then aggregate...
  • 55. Social curation
    Buzz monitoring combined with reviews
    Quant plus Qual
    Trusted / respected source of opinion
  • 56. What next?
    By 2014, more people will be accessing the internet on their mobile phones than laptop / desktop computers*
    Web 2.0 was when the consumer started creating
    instead of just consuming. Now we can influence
    brands; we have (some) control..
    Next step: "sensor-driven collective intelligence“**
    The final disappearance of the boundary between
    "life online" and "real life", between the physical and the virtual.
    Oh, and Twitter advertising is coming to the UK.
    *Professor Manuel Castells – Digital Obama Architect
    **Tim O-Reilly
    “We fear change.”
  • 57. Contact
    • tom.griffiths@craftedmedia.com
    • 58. 07760 209403
    • 59. www.craftedmedia.com