Customers and prospects are increasingly going online early in the buying cycle to gather information, form relationships, and make decisions about how they will buy. Marketers must move budgets to where the customers and prospects are – online.Source: Emerging Media Research Council, January 2011
The Rise of Interactive TVIn 2010, many people were introduced to Internet TV for the first time, as buzz about the likes of Google TV, iTV, Boxee Box and others proliferated headlines across the webSource: Emerging Media Research Council, January 2011
The Rise of Interactive TVIn 2011, accessibility to Internet TV will transform television as we know it in not only the way content is presented, but it will also disrupt the dominance traditional TV has had for years in capturing ad dollars. Source: Emerging Media Research Council, January 2011
Tablets will have a noticeable impact on overall laptop sales in 2011.Various market researchers are now suggesting that it could reduce the total amount of laptop units sold by as much as 10-12% over the next 2 years. Consumers' indecisions about whether to buy a tablet or laptop will impede sales of laptops this year. Source: Emerging Media Research Council, January 2011
Using your phone as a credit card for lower value purchases may become a reality. Google recently announced that NFC (Near Field Communication) technology will be supported in the next release of Android2.3 or “Gingerbread," a natural step, given it already offers mobile commerce apps and services including shopping, coupons and search.Source: Emerging Media Research Council, January 2011
25 Billion Mobile Apps Will Be SoldAnalyst firm IDC expects nearly 25 billion mobile apps will be sold in 2011, up from 10 billion in 2010Mobile app ecosystem will restructure the channels for digital content and services for consumers.Source: Emerging Media Research Council, January 2011
13.9 million text messages will be sent in the next hour in the United States, during the course of this conference call.
This is one of the most compelling reasons for getting your mobile act together.
According to eMarketer of those who have used at-home digital shopping tools we see that almost ¾ of them print coupons – close to 2/3 are checking out online circulars and about the same amount are checking ratings and reviews.
retailers will partner with brands to capture (and merchandise) the conversation
Consumers are driving the growth in digital.It is truly a consumer trend and not a marketing trend.Marketers on the other hand are somewhat behind consumers on adoption rates.Refer to stats.
It is important to understand where the adoption rate for mobile stands today.And it is equally important to realize that this changes daily…as more shoppers embrace technology.Quote stats.
Texting remains the most universally used application. And it is clearly the most used across all segments of the population. What might be surrpisiing is that Baby Boomers – as a percentage – are nearly equal to teenagers in texting – as a percent of the their demographic. The difference, however, is the volume of texts. Teens far outpace everyone in the sheer volume of communications via text. Anyone who has or has recently had teenagers in the household can readily attest to this.
Interestingly, not all digital advances are widely or immediately put into use. One example is QR codes, or 2D codes. These square black and white objects are more commonplace outside the United States in many developed countries. However, here in the US, less than 1% of shoppers, in a Fall 2010 survey, said they have actually and successfully scanned a QR code.There are several reasons for this. One, many phones do not support it. Two, many shoppers are unaware of any benefit associated with the practice. Three, the widespread visibility of QR codes is still not abundant.However, this too will change, as nearly 70 million smartphones sold this year and part of next year will have readers embedded in them.
“To reach the potential of this market, providers must leverage the existing processes at the point of sale, without adding processing or cashier time—this is the clear strategy and differentiator for the Zavers solution,” Mr. Pryor said. “It is simple for the consumer and process-friendly for the cashier.”Bruce Pryor, vice president of marketing at Zave Networks, Kansas City, KS.Internet Billboards Article
Stickybits is a free app you use to scan barcodes on all the stuff you love, instantly turning it into even more stuff you love. Scan a snowboard – win free lift passes. Scan some wireless headphones – see what people say about them and check out what your friends are listening to. Scan a box of frozen chalupas – get a 2fer for even máschalupas. You get the idea. Scan any barcode. Read reviews and comments, and share your own. Score a bunch of big discounts and free stuff – both for what you’re scanning and related things you’ll like.
Want the best stuff first? Compete in challenges to win free products and get points for stuff you’ve scanned – the more points you nab, the earlier you get in on the next challenge. (Think: never-ending treasure hunt. More scans = more scratch.) With the free stickybits app you have the key to unlock every single barcode to reveal an infinite world of info and deals. With a quick scan, you enter a social space where you can post and read info, reviews, tweets and videos. You can also grab details and promos attached to products, which you can cash in instantly.
Integration of three areas:AdvertisingConsumer promotionsTrade promotionsWhen one is lacking, there is usually a less efficient shopper marketing planNo single marketing vehicle should live in a vacuumDigital and mobile need to know precisely what their role is on the PathIt is often the last thing that is added to a comprehensive plan
Collaboration is imperative among all stakeholders
Collaboration is imperative among all stakeholders
Shopper Marketing succeeds not because you have impressed your targeted consumer with the means of reaching them – but rather with the solution you have just delivered.Digital will not differentiate your brand, but how you integrate digital into your marketing plan could set you apart.In a recent survey within the industry, 67% of heavy mobile shoppers are age 35 or younger.They also skew male and single.Digital and mobile need to know precisely what their role is on the PathIt is often the last thing that is added to a comprehensive plan
What is measured matters, and what matters is measured.Validate your actions with solid measurement and analytics.Shopper marketing continues to be one of the most trackable activities in the business process. Digital will only further that with advanced technology.
InspirationWomen Remain Invested in the Shopping ExperienceThey are shopping online, but they still visit physical stores:49% when they need inspiration67% when they want to see something in contextGo Digital to Drive In-Store DollarsUnderstand the consumer’s online consumption patterns and the time they are spending searching, shopping and researching on the PC or their mobile deviceUse the ‘online canvas” – an opportunity to be creative and innovative with your message.Source: blogher, inc create with context, inc joint study 2010
Transcript of "Digital and the path to purchase webinar"
Digital and the Path-to-Purchase<br />February 2011<br />
The Presenters<br />Ken Johns<br />SVP, Digital Strategy<br />David Lied<br />VP, Consumer Promotional Services<br />
Emerging Trends 2011and their Effect on the Digital Path to PurchaseBrunner Intelligence Group<br />
Online Marketing Will Have an Even Bigger Chunk of Marketing Budgets<br />2011 Emerging Trends<br /><ul><li>Shoppers are increasingly going online early in the buying cycle to gather information, form relationships, and make decisions about purchases</li></ul>Source: Emerging Media Research Council, January 2011<br />
2011 Emerging Trends<br />The Rise of Interactive TV<br />In 2010, many people were introduced to Internet TV <br />Google TV, iTV, and Boxee Box emerged<br />Source: Emerging Media Research Council, January 2011<br />
2011 Emerging Trends<br />The Rise of Interactive TV<br /><ul><li>Accessibility to Internet TV will transform television, not only in the way content is presented, but it will disrupt the dominance traditional TV has had in capturing ad dollars </li></ul>Source: Emerging Media Research Council, January 2011<br />
Tablets increase while laptops decrease<br />2011 Emerging Trends<br /><ul><li>Tablets will have a noticeable impact on overall laptop sales
Various market researchers suggest that tablets could reduce total amount of laptops sold 12% over next 2 years</li></ul>Source: Emerging Media Research Council, January 2011<br />
2011 Emerging Trends<br />Mobile devices begin to replace credit cards<br /><ul><li>Using your phone as a credit card for lower value purchases may become a reality
Google recently announced that NFC (Near Field Communication) technology will be supported in the next release of Android2.3 or “Gingerbread”</li></ul>Source: Emerging Media Research Council, January 2011<br />
25 Billion Mobile Apps Will Be Sold<br />Up from 10 billion in 2010<br />Mobile app ecosystem will restructure the channels for digital content and services for consumers<br />2011 Emerging Trends<br />Source: Emerging Media Research Council, January 2011<br />
What is Shopper Marketing?<br />“Is one part of any overall marketing plan that focuses on shopper-centric insights, strategies, and tactics that occur on the path to purchase bringing measurable actions in specific purchasing environments.”<br />- Brunner Shopper Marketing Definition<br />
The world of Shopper Marketing<br />SOURCE Booz and Co/GMA, 2010<br />
Who are the stakeholders in Shopper Marketing? Brand, Retailer and Shopper<br />
What does your brand need to do most?<br />Build the Shopper Marketing Plan to Fit Your Objectives<br />
Why is Shopper Marketing More Important Than Ever?<br />
KEY STATS<br />59%purchase decisions are made in store<br />85%say in-store factors most influential<br />43%grocery purchases sold on promotion<br />Source: Grocery Manufacturers Association, Booz & Company and SheSpeaks. <br />"Shopper Marketing 3.0”<br />
Spending on the Increase<br />83%of CPG companies will increase shopper marketing expenditures thru ‘13<br />55%say shopper marketing exceeds all other marketing expenditures’ growth<br />Source: Grocery Manufacturers Association<br />
Historical Path to Purchase<br /><ul><li>Stimulus (pre-store: advertising)
Second Moment of Truth (at home: consumers on whether to repeat purchase)</li></ul>New Path to Purchase <br /><ul><li>Stimulus – ZERO Moment of Truth “ZMOT” (the emergence of online engagement prior to shopping)</li></ul>Source: Google<br />
Path to Purchase has become asymmetrical and non-linear<br />
The Evolving “Path”<br />Technology is more pervasive now at each juncture of the shopper’s path.<br />
The Evolving “Path”<br />Digital has inherent benefits. <br /><ul><li>First is insights. Digital technology is personal, and hence marketers gain a greater understanding of a consumer’s online patterns, shopping behavior, message response rates, coupon redemption and purchase history directly from digital activities.
Second is immediacy. Digital, specifically mobile, is the only method of communications that most shoppers have with them in the aisle and at the shelf.
Third is permission. Unlike offline media or even in-store display, shoppers actually opt-in and express a desire to receive marketers’ communications via technology.</li></li></ul><li>KEY STATS<br />81%have conducted online research prior to shopping<br />94%prepare list before shopping<br />72% stick to the list<br />Source: Google<br />
Mobile Usage in the Workforce<br />52% of business uses the Blackberry as its most common Smartphone.<br />19% support the iPhone<br />14% Android<br />10% support the iPad<br />Projections of 2011, drastically change the mix and shift away from Blackberry to:<br />60% iPhone<br />47% iPad<br />33% Android<br />Source: ihlservices.com<br />
Consumers have gone digitalMarketers need to catch up<br />Consumers<br />Marketers<br />66% of smartphone users have downloaded a free app<br />40% have downloaded a paid app<br />34% are interested in receiving mobile coupons<br />35% of CPG manufacturers offer apps<br />30% offer mobile coupons<br />Source: In-store Marketing Institute<br />
Consumers have gone digitalMarketers need to catch up<br />Consumers<br />Marketers<br />65% of smartphone users have used their GPS<br />Almost 70 million smartphones with embedded readers for codes will be in the marketplace by 2012<br />13% are employing location-based services<br />21% are actively engaged with QR codes<br />Source: In-store Marketing Institute<br />
Current Mobile Landscape<br />10% of users generate 80% of volume<br />20% of retailers have a mobile marketing strategy<br />30% of HH use their mobile device as their primary computer<br />Source: *Arc, Carrie Newman; **Forrester Reseach/Shop.org; <br />***Morgan Stanley<br />
KEY STATS<br />288%increase in online coupons<br />149%increase in local searches<br />209% increase in recipe searches<br />188% increase in consumer reviews<br />Source: Google<br />
The Digital Path<br />Text/SMS: regularly used by 68% of all Smartphone users, including a high adoption rate among Baby Boomers <br />Source: Forrester Reseach/Shop.org;<br />
The Digital Path<br />Readers: Almost 70 million smartphones with embedded QR, 2D, UPC readers will be in the marketplace by 2012.<br />QR Codes: Less than 1% of shoppers, in a Fall 2010 survey, said they havescanned a QR code<br />Source: Forrester Reseach/Shop.org;<br />
Launched mPerks – a mobile coupon program that personalizes coupons on a shoppers loyalty card and allows redemption simply by entering your phone number at the checkout. <br />Some Meijer stores are testing “FindIt”, an app that enables shoppers to locate products within the store through a GPS system while in the store. <br />Meijer also has a robust text and voice mail program. <br />A pioneer in mobile marketing, Walgreens enables customers to view product inventories, reorder prescriptions, and access photo developing through their Smartphone. <br />
Location-Based Marketing<br />Best Buy helped to start Shopkick – the location-based multi-retailer incentive app. Macy’s, American Eagle, and others have joined forces.<br />Best Buy will send offers to loyalists when the enter the store<br />