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Digital Path to Purchase

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By Jason Xenopoulos

By Jason Xenopoulos

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  • 1. DIGITAL PATH TO PURCHASE / JASON XENOPOULOS
  • 2. THE CHANGING FACES OF ONLINE MEDIA2 DIGITAL PATH TO PURCHASE - JASON XENOPOULOS
  • 3. 1.0 EDITORIAL During the nineties, the INSERT IMAGE IN web was primarily a BACKGROUND publish and browse medium MAKE SURE IT FILLS THIS SPACE 100%3 DIGITAL PATH TO PURCHASE - JASON XENOPOULOS
  • 4. 2.0 SOCIAL The web has become a INSERT IMAGE IN blackboard on which BACKGROUND everyone is invited to make their mark. MAKE SURE IT FILLS THIS SPACE 100%4 DIGITAL PATH TO PURCHASE - JASON XENOPOULOS
  • 5. 3.0 INTEGRATION Social Media has INSERT IMAGE IN fundamentally changed BACKGROUND the dynamic between consumers and brands MAKE SURE IT FILLS THIS SPACE 100%5 DIGITAL PATH TO PURCHASE - JASON XENOPOULOS
  • 6. INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100%6 DIGITAL PATH TO PURCHASE - JASON XENOPOULOS
  • 7. INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100%7 DIGITAL PATH TO PURCHASE - JASON XENOPOULOS
  • 8. INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100%8 DIGITAL PATH TO PURCHASE - JASON XENOPOULOS
  • 9. INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100%9 DIGITAL PATH TO PURCHASE - JASON XENOPOULOS
  • 10. INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100%10 DIGITAL PATH TO PURCHASE - JASON XENOPOULOS
  • 11. INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100%11 DIGITAL PATH TO PURCHASE - JASON XENOPOULOS
  • 12. AMR SALAMA Political Activist INSERT IMAGE IN “The people revolted against BACKGROUND Governments today… butMAKE SURE IT FILLS THIS tomorrow they will revolt SPACE 100% against products and brands.”12 DIGITAL PATH TO PURCHASE - JASON XENOPOULOS
  • 13. PAUL POLMAN CEO Unilever INSERT IMAGE IN “If they could bring down a BACKGROUND regime in Egypt in 6 weeks, MAKE SURE IT FILLS THIS they can bring us down in SPACE 100% Nanoseconds.”13 DIGITAL PATH TO PURCHASE - JASON XENOPOULOS
  • 14. INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100%14 DIGITAL PATH TO PURCHASE - JASON XENOPOULOS
  • 15. TRENDS INSERT IMAGE IN BACKGROUND 1.  Social MediaMAKE SURE IT FILLS THIS 2.  Mobile Telephony SPACE 100% 3.  Branded Content 4.  Functional Integration15 DIGITAL PATH TO PURCHASE - JASON XENOPOULOS
  • 16. SOCIAL MEDIA16 DIGITAL PATH TO PURCHASE - JASON XENOPOULOS
  • 17. INTERNET PENETRATION 2010 -2012 World Wide Worx10m5m 10m 8,5m 6,5m0m 2010 2011 2012F17 DIGITAL PATH TO PURCHASE - JASON XENOPOULOS
  • 18. INTERNET PENETRATION INSERT IMAGE IN “Penetration is now approaching 20 percent, and BACKGROUND for the first time we can see the MAKE SURE IT FILLS THIS mass market embracing digital SPACE 100% tools on their phones” Arthur Goldstuck18 DIGITAL PATH TO PURCHASE - JASON XENOPOULOS
  • 19. 19 DIGITAL PATH TO PURCHASE - JASON XENOPOULOS
  • 20. SOCIAL MEDIA USAGE IN SOUTH AFRICA – 2011/201210m5m MXIT (10m) FACEBOOK DSTV (4,9m) (3,7m) TWITTER LINKEDIN (1,1m) (1,1m)0m20 DIGITAL PATH TO PURCHASE - JASON XENOPOULOS
  • 21. INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100%21 DIGITAL PATH TO PURCHASE - JASON XENOPOULOS
  • 22. SOCIAL BY DESIGN INSERT IMAGE IN »  Social media is changing the BACKGROUND way we use the Internet…MAKE SURE IT FILLS THIS »  Changing the way we SPACE 100% advertise… »  Changing the way we do business…22 DIGITAL PATH TO PURCHASE - JASON XENOPOULOS
  • 23. THE OLD PURCHASE PROCESS AWARENESS INTEREST DECISION ACTION23 DIGITAL PATH TO PURCHASE - JASON XENOPOULOS
  • 24. THE NEW PURCHASE PROCESS RECOMMENDATION ACTION AWARENESS DECISION INTEREST24 DIGITAL PATH TO PURCHASE - JASON XENOPOULOS
  • 25. 25 DIGITAL PATH TO PURCHASE - JASON XENOPOULOS
  • 26. 26 DIGITAL PATH TO PURCHASE - JASON XENOPOULOS
  • 27. 27 DIGITAL PATH TO PURCHASE - JASON XENOPOULOS
  • 28. 28 DIGITAL PATH TO PURCHASE - JASON XENOPOULOS
  • 29. SOCIAL BY DESIGN Social Beyond Digital INSERT VIDEO HERE29 DIGITAL PATH TO PURCHASE - JASON XENOPOULOS
  • 30. SOCIAL BY DESIGN C&A Fashion Like INSERT VIDEO HERE30 DIGITAL PATH TO PURCHASE - JASON XENOPOULOS
  • 31. SOCIAL RETAIL Magazine Luiza Magazine Voce INSERT VIDEO HERE31 DIGITAL PATH TO PURCHASE - JASON XENOPOULOS
  • 32. INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100% BEYOND SOCIAL MEDIA32 DIGITAL PATH TO PURCHASE - JASON XENOPOULOS
  • 33. INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100%GOING VIRAL 400%33 DIGITAL PATH TO PURCHASE - JASON XENOPOULOS
  • 34. 34 DIGITAL PATH TO PURCHASE - JASON XENOPOULOS
  • 35. BEYONDSOCIAL MEDIA Share a Coke with your Mate INSERT VIDEO HERE35 DIGITAL PATH TO PURCHASE - JASON XENOPOULOS
  • 36. INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100% THE CONVERSATION IS THE CANVAS*Dick Costolo - CEO Twitter 36 DIGITAL PATH TO PURCHASE - JASON XENOPOULOS
  • 37. MOBILE37 DIGITAL PATH TO PURCHASE - JASON XENOPOULOS
  • 38. MOBILE INSERT IMAGE IN Right Time, Right Place BACKGROUND has now become MAKE SURE IT FILLS THIS SPACE 100% Right Here, Right Now38 DIGITAL PATH TO PURCHASE - JASON XENOPOULOS
  • 39. MOBILE How will mobile INSERT IMAGE IN computing disrupt and BACKGROUND MAKE SURE IT FILLS THIS redefine the customer SPACE 100% journey within your industry?39 DIGITAL PATH TO PURCHASE - JASON XENOPOULOS
  • 40. MOBILE INSERT IMAGE IN View your customer’s BACKGROUND mobile phone as their MAKE SURE IT FILLS THIS SPACE 100% remote control for your business40 DIGITAL PATH TO PURCHASE - JASON XENOPOULOS
  • 41. INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100%TESCO IN KOREA41 DIGITAL PATH TO PURCHASE - JASON XENOPOULOS
  • 42. MOBILE Red Tomato Pizza VIP Fridge Magnet INSERT VIDEO HERE42 DIGITAL PATH TO PURCHASE - JASON XENOPOULOS
  • 43. INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100%43 DIGITAL PATH TO PURCHASE - JASON XENOPOULOS
  • 44. 44 DIGITAL PATH TO PURCHASE - JASON XENOPOULOS
  • 45. 45 DIGITAL PATH TO PURCHASE - JASON XENOPOULOS
  • 46. 46 DIGITAL PATH TO PURCHASE - JASON XENOPOULOS
  • 47. FEATURE PHONES INSERT IMAGE IN BACKGROUND DOMINATE MAKE SURE IT FILLS THE SCREEN 100%47 DIGITAL PATH TO PURCHASE - JASON XENOPOULOS
  • 48. MOBILE PHONES IN AFRICA Feature Phones Dominate INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THIS SPACE 100%48 DIGITAL PATH TO PURCHASE - JASON XENOPOULOS
  • 49. INNOVATIVE TEXT SERVICES SMS, INSERT IMAGE IN USSD, BACKGROUND PLEASE CALL ME, MAKE SURE IT FILLS THIS M-PESA SPACE 100%49 DIGITAL PATH TO PURCHASE - JASON XENOPOULOS
  • 50. MOBILE INTEGRATION Carling Black Label Be the Coach INSERT VIDEO HERE50 DIGITAL PATH TO PURCHASE - JASON XENOPOULOS
  • 51. THE RISE OF SMARTPHONES »  IDEOS $100 Android phone has become INSERT IMAGE IN smartphone bestseller in Kenya. BACKGROUND »  By 2013 there will be smart phones retailing at less than $50 in many AfricanMAKE SURE IT FILLS THIS markets. SPACE 100% »  265 million data subscribers in Africa by 2015 up from about 12 million today (Informa Telecoms)51 DIGITAL PATH TO PURCHASE - JASON XENOPOULOS
  • 52. MOBILE Smartphones & tablets INSERT VIDEO HERE52 DIGITAL PATH TO PURCHASE - JASON XENOPOULOS
  • 53. MOBILE Smartphones & Tablets INSERT VIDEO HERE53 DIGITAL PATH TO PURCHASE - JASON XENOPOULOS
  • 54. BRANDED CONTENT54 DIGITAL PATH TO PURCHASE - JASON XENOPOULOS
  • 55. BRANDED CONTENT ONLY INSERT VIDEO HERE The Liberation55 DIGITAL PATH TO PURCHASE - JASON XENOPOULOS
  • 56. CONTENT CELEBRITIES Volkswagen INSERT VIDEO HERE NikkieTutorials56 DIGITAL PATH TO PURCHASE - JASON XENOPOULOS
  • 57. CONTENT CONSUMERS Mont Blanc INSERT VIDEO HEREThe Beauty of a Second57 DIGITAL PATH TO PURCHASE - JASON XENOPOULOS
  • 58. FUNCTIONAL INTEGRATION58 DIGITAL PATH TO PURCHASE - JASON XENOPOULOS
  • 59. ` INSERT VIDEO HERE59 DIGITAL PATH TO PURCHASE - JASON XENOPOULOS
  • 60. HORIZONTAL INTEGRATION60 DIGITAL PATH TO PURCHASE - JASON XENOPOULOS
  • 61. VERTICAL INTEGRATION61 DIGITAL PATH TO PURCHASE - JASON XENOPOULOS
  • 62. FUNCTIONAL INTEGRATION62 DIGITAL PATH TO PURCHASE - JASON XENOPOULOS
  • 63. ECOSYSTEMS OF VALUE63 DIGITAL PATH TO PURCHASE - JASON XENOPOULOS
  • 64. 64 DIGITAL PATH TO PURCHASE - JASON XENOPOULOS
  • 65. FUNCTIONAL INTEGRATION… In the 21st Century, brands will have to be functionally integrated or they will become commoditized.65 DIGITAL PATH TO PURCHASE - JASON XENOPOULOS
  • 66. INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100%66 DIGITAL PATH TO PURCHASE - JASON XENOPOULOS
  • 67. NIKE FUEL Introducing Nike Fuel INSERT VIDEO HERE67 DIGITAL PATH TO PURCHASE - JASON XENOPOULOS
  • 68. NIKE FUEL Introducing the Nike+ Fuel Band INSERT VIDEO HERE68 DIGITAL PATH TO PURCHASE - JASON XENOPOULOS
  • 69. INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100%69 DIGITAL PATH TO PURCHASE - JASON XENOPOULOS
  • 70. INSERT IMAGE IN BACKGROUND MAKE SURE IT FILLS THE SCREEN 100%70 DIGITAL PATH TO PURCHASE - JASON XENOPOULOS
  • 71. CONCLUSION71 DIGITAL PATH TO PURCHASE - JASON XENOPOULOS
  • 72. 72 DIGITAL PATH TO PURCHASE - JASON XENOPOULOS
  • 73. THANK YOU