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Digital and the path to purchase webinar
 

Digital and the path to purchase webinar

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  • 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
  • The facts
  • The facts
  • 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.
  • The facts
  • 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.
  • Here’s why.
  • 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

Digital and the path to purchase webinar Digital and the path to purchase webinar Presentation Transcript

  • Digital and the Path-to-Purchase
    February 2011
  • The Presenters
    Ken Johns
    SVP, Digital Strategy
    David Lied
    VP, Consumer Promotional Services
  • Emerging Trends 2011and their Effect on the Digital Path to PurchaseBrunner Intelligence Group
  • Online Marketing Will Have an Even Bigger Chunk of Marketing Budgets
    2011 Emerging Trends
    • Shoppers are increasingly going online early in the buying cycle to gather information, form relationships, and make decisions about purchases
    Source: Emerging Media Research Council, January 2011
  • 2011 Emerging Trends
    The Rise of Interactive TV
    In 2010, many people were introduced to Internet TV
    Google TV, iTV, and Boxee Box emerged
    Source: Emerging Media Research Council, January 2011
  • 2011 Emerging Trends
    The Rise of Interactive TV
    • 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
    Source: Emerging Media Research Council, January 2011
  • Tablets increase while laptops decrease
    2011 Emerging Trends
    • 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
    Source: Emerging Media Research Council, January 2011
  • 2011 Emerging Trends
    Mobile devices begin to replace credit cards
    • 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”
    Source: Emerging Media Research Council, January 2011
  • 25 Billion Mobile Apps Will Be Sold
    Up from 10 billion in 2010
    Mobile app ecosystem will restructure the channels for digital content and services for consumers
    2011 Emerging Trends
    Source: Emerging Media Research Council, January 2011
  • Shopper Marketing Today
  • What is Shopper Marketing?
    “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.”
    - Brunner Shopper Marketing Definition
  • Shopper versus Consumer
  • The world of Shopper Marketing
    SOURCE Booz and Co/GMA, 2010
  • Who are the stakeholders in Shopper Marketing? Brand, Retailer and Shopper
  • What does your brand need to do most?
    Build the Shopper Marketing Plan to Fit Your Objectives
  • Why is Shopper Marketing More Important Than Ever?
  • KEY STATS
    59%purchase decisions are made in store
    85%say in-store factors most influential
    43%grocery purchases sold on promotion
    Source: Grocery Manufacturers Association, Booz & Company and SheSpeaks.
    "Shopper Marketing 3.0”
  • Spending on the Increase
    83%of CPG companies will increase shopper marketing expenditures thru ‘13
    55%say shopper marketing exceeds all other marketing expenditures’ growth
    Source: Grocery Manufacturers Association
  • Historical Path to Purchase
    • Stimulus (pre-store: advertising)
    • First Moment of Truth (at shelf)
    • Second Moment of Truth (at home: consumers on whether to repeat purchase)
    New Path to Purchase
    • Stimulus – ZERO Moment of Truth “ZMOT” (the emergence of online engagement prior to shopping)
    Source: Google
  • Path to Purchase has become asymmetrical and non-linear
  • The Evolving “Path”
    Technology is more pervasive now at each juncture of the shopper’s path.
  • The Evolving “Path”
    Digital has inherent benefits.
    • 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.
  • KEY STATS
    81%have conducted online research prior to shopping
    94%prepare list before shopping
    72% stick to the list
    Source: Google
  • Mobile Usage in the Workforce
    52% of business uses the Blackberry as its most common Smartphone.
    19% support the iPhone
    14% Android
    10% support the iPad
    Projections of 2011, drastically change the mix and shift away from Blackberry to:
    60% iPhone
    47% iPad
    33% Android
    Source: ihlservices.com
  • Digital is Changing Everything
  • 13.9 million text messages will be sent in the next hour in the United States
    Source: geekwithacomputer.com
  • The Ever Changing Path to Purchase
    Mobile expansion and portability is the future to reaching tomorrow’s shopper
  • The Emerging Digital Impact &the Role of Mobile
  • A phone?
  • Or a personal assistant?
  • More people will access the internet via mobile than desktop
    2013
    Morgan Stanley April 2010
  • 49% recipe searches
    38% shopping lists
    2/3of smart phone owners use them
    in the grocery store
    9% coupons
    Add 8-10% for iPhone users
    Allrecipies.com Today’s Recipe Box Study April, 2010
  • 54% of retailers will be able to scan coupons from a mobile device into the POS system at store by the end of 2011.
  • How Marketers Are Responding
  • Consumers have gone digitalMarketers need to catch up
    Consumers
    Marketers
    66% of smartphone users have downloaded a free app
    40% have downloaded a paid app
    34% are interested in receiving mobile coupons
    35% of CPG manufacturers offer apps
    30% offer mobile coupons
    Source: In-store Marketing Institute
  • Consumers have gone digitalMarketers need to catch up
    Consumers
    Marketers
    65% of smartphone users have used their GPS
    Almost 70 million smartphones with embedded readers for codes will be in the marketplace by 2012
    13% are employing location-based services
    21% are actively engaged with QR codes
    Source: In-store Marketing Institute
  • Current Mobile Landscape
    10% of users generate 80% of volume
    20% of retailers have a mobile marketing strategy
    30% of HH use their mobile device as their primary computer
    Source: *Arc, Carrie Newman; **Forrester Reseach/Shop.org;
    ***Morgan Stanley
  • KEY STATS
    288%increase in online coupons
    149%increase in local searches
    209% increase in recipe searches
    188% increase in consumer reviews
    Source: Google
  • The Digital Path
    Text/SMS: regularly used by 68% of all Smartphone users, including a high adoption rate among Baby Boomers
    Source: Forrester Reseach/Shop.org;
  • The Digital Path
    Readers: Almost 70 million smartphones with embedded QR, 2D, UPC readers will be in the marketplace by 2012.
    QR Codes: Less than 1% of shoppers, in a Fall 2010 survey, said they havescanned a QR code
    Source: Forrester Reseach/Shop.org;
  • 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.
    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.
    Meijer also has a robust text and voice mail program.
    A pioneer in mobile marketing, Walgreens enables customers to view product inventories, reorder prescriptions, and access photo developing through their Smartphone.
  • Location-Based Marketing
    Best Buy helped to start Shopkick – the location-based multi-retailer incentive app. Macy’s, American Eagle, and others have joined forces.
    Best Buy will send offers to loyalists when the enter the store
  • A Whole New Arsenal of Tools
  • SixSmarter, Faster Ideas for a Better Shopper Marketing Plan
  • 6Smarter and Faster Ideas for a Better Shopper Marketing Plan
    INTEGRATION
    COLLABORATION
    IMPLEMENTATION
    DIFFERENTIATION
    DOCUMENTATION
    INSPIRATION
  • 6Smarter and Faster Ideas for a Better Shopper Marketing Plan
    INTEGRATION
    COLLABORATION
    IMPLEMENTATION
    DIFFERENTIATION
    DOCUMENTATION
    INSPIRATION
  • 6Smarter and Faster Ideas for a Better Shopper Marketing Plan
    INTEGRATION
    COLLABORATION
    IMPLEMENTATION
    DIFFERENTIATION
    VALIDATION
    INSPIRATION
  • 6Smarter and Faster Ideas for a Better Shopper Marketing Plan
    INTEGRATION
    COLLABORATION
    IMPLEMENTATION
    DIFFERENTIATION
    VALIDATION
    INSPIRATION
  • 6Smarter and Faster Ideas for a Better Shopper Marketing Plan
    INTEGRATION
    COLLABORATION
    IMPLEMENTATION
    DIFFERENTIATION
    VALIDATION
    INSPIRATION
  • 6Smarter and Faster Ideas for a Better Shopper Marketing Plan
    INTEGRATION
    COLLABORATION
    IMPLEMENTATION
    DIFFERENTIATION
    VALIDATION
    INSPIRATION
  • Questions…
    Email us at:
    kjohns@brunnerworks.com
    and
    dlied@brunnerworks.com
  • Digital and the Path-to-Purchase
    February 2011