THE NEW CONSUMER ENGAGEMENT PATH IN THE
DIGITAL MARKETING AGE
Daniel Laury
C EO
Geary LSF Group
Russell Quinan
VP Ent erpr...
Old Model New Model
Traditional Mental Model of Marketing
New Mental Model of Marketing
Shopper Trends – Cross Device Usage
Entry Points Into the Purchase Journey
12STRICTLY CONFIDENTIAL
Information Interest Intent Evaluation & Purchase
1st Visit
Geary LSF helps marketers engage
with ...
Info Source Requirements by Vertical
“Tech” Info Sources and Usage
• Embrace “pre-shopping” as part of buying
– “It’s crossed all categories of shopping behavior. It’s just the way people b...
• Define target audience segments and research
where they go online (the 10.4 sources)
• Establish a strategic, consistent...
SLIDE TITLE GOES HERE
THANK YOU.
San Francisco - San Diego - St. Louis - Chicago - Philadelphia - Paris
655 Montgomery Str...
Daniel Laury - SEMPO - WebCongress San Francisco 2014
Daniel Laury - SEMPO - WebCongress San Francisco 2014
Daniel Laury - SEMPO - WebCongress San Francisco 2014
Daniel Laury - SEMPO - WebCongress San Francisco 2014
Daniel Laury - SEMPO - WebCongress San Francisco 2014
Daniel Laury - SEMPO - WebCongress San Francisco 2014
Daniel Laury - SEMPO - WebCongress San Francisco 2014
Daniel Laury - SEMPO - WebCongress San Francisco 2014
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Daniel Laury - SEMPO - WebCongress San Francisco 2014

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Daniel Laury - SEMPO - WebCongress San Francisco 2014

  1. 1. THE NEW CONSUMER ENGAGEMENT PATH IN THE DIGITAL MARKETING AGE Daniel Laury C EO Geary LSF Group Russell Quinan VP Ent erprise B D Geary LSF Group
  2. 2. Old Model New Model
  3. 3. Traditional Mental Model of Marketing
  4. 4. New Mental Model of Marketing
  5. 5. Shopper Trends – Cross Device Usage
  6. 6. Entry Points Into the Purchase Journey
  7. 7. 12STRICTLY CONFIDENTIAL Information Interest Intent Evaluation & Purchase 1st Visit Geary LSF helps marketers engage with consumers every step of the way We optimize the consumer Internet journey A Leading Integrated Digital Engagement Agency The average shopper uses 10.4 sources before buying: twice as many as years past! Source: Google The “Vacation” Consumer Journey
  8. 8. Info Source Requirements by Vertical
  9. 9. “Tech” Info Sources and Usage
  10. 10. • Embrace “pre-shopping” as part of buying – “It’s crossed all categories of shopping behavior. It’s just the way people buy today.” • Your brand is what customers say it is – “The days of controlling the message are absolutely over. At best you’ll be invited in and you’ll get to co- create and participate with consumers.” • Conversation is a real time focus group – “ZMOT is an incredible source of insight for brands to really understand how satisfied their customers are on a real-time basis.” • Be there when shoppers need you – “Engagement with the customer today isn’t just pouring a message down on their head and hoping they get wet. It really is understanding that you must be present in a conversation when they want to have it, not when you want to.” • Serve shoppers or your competitors will. – “If people search for your product and you don’t answer that search, who do you think will answer?” Learnings
  11. 11. • Define target audience segments and research where they go online (the 10.4 sources) • Establish a strategic, consistent brand & creative story throughout the 10.4 sources • Efficiently manage paid and earned media throughout the 10.4 sources Apply those principles to Digital Marketing
  12. 12. SLIDE TITLE GOES HERE THANK YOU. San Francisco - San Diego - St. Louis - Chicago - Philadelphia - Paris 655 Montgomery Street, Suite 1600 San Francisco, CA 94111 t 650.616.8226 f 650.624.5412 www.gearylsf.com

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