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Marketing is Commerce, Commerce is Marketing
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Marketing is Commerce, Commerce is Marketing

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Brand marketing is no longer one-dimensional. Today, it's a two-way process, with the company and consumer in constant dialog. Agencies must now center their business around understanding – and …

Brand marketing is no longer one-dimensional. Today, it's a two-way process, with the company and consumer in constant dialog. Agencies must now center their business around understanding – and responding to – every single touch point of the customer journey.

Published in Business , News & Politics
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Transcript

  • 1. Monday, October 28, 13
  • 2. Hi! @shannon_denton | @razorfish Monday, October 28, 13
  • 3. COMMERCE Monday, October 28, 13
  • 4. A state of disruption Monday, October 28, 13
  • 5. $10 billion Monday, October 28, 13
  • 6. Showrooming still challenging traditional retailers Monday, October 28, 13
  • 7. Omnichannel is driving new experience and platforms Monday, October 28, 13
  • 8. In-store digital has arrived Monday, October 28, 13
  • 9. Marketing is Commerce. Commerce is Marketing. Monday, October 28, 13
  • 10. Shopping used to be a planned event Monday, October 28, 13
  • 11. The traditional retail model Advertisements MARKETING Monday, October 28, 13 Stores MERCHANDISING AND STORE OPERATIONS
  • 12. Even with digital, the model is mostly the same Advertisements Monday, October 28, 13 Stores
  • 13. Driver of Change MOBILE + CONNECTED DEVICES Monday, October 28, 13
  • 14. Shopping and buying are every day things Monday, October 28, 13
  • 15. Consumers don’t want to discover the product on the brand’s terms Monday, October 28, 13
  • 16. And they expect quick access to purchase Monday, October 28, 13
  • 17. Ubiquitous shopping Yesterday Funnel Today $ $ $ Journey $ $ Done to you Interruption On-demand Impression Monday, October 28, 13 Done for you Experience
  • 18. Make the commerce experience the best brand experience. Monday, October 28, 13
  • 19. A beautiful, easy-to-use store Monday, October 28, 13
  • 20. Integrated storytelling and content publishing Monday, October 28, 13
  • 21. A great brand and product story Monday, October 28, 13
  • 22. Shoppable marketing campaigns and social commerce Monday, October 28, 13
  • 23. Monday, October 28, 13
  • 24. Monday, October 28, 13
  • 25. Where it’s all headed: A Collision of Digital Giants Monday, October 28, 13
  • 26. Top digital commerce companies? Top digital advertising companies? Monday, October 28, 13
  • 27. Making marketing+commerce happen • Work with clients to break down the silos • Continue to experiment with shoppable media & social • • Monday, October 28, 13 commerce Drive new technology platforms that enable seamless connectivity across devices, products, transactions and personalized data Integrate content marketing with smart UX design to enable great brand stories AND high-performance commerce
  • 28. Thank You. Shannon Denton, CEO North America shannon.denton@razorfish.com razorfish.com/careers Monday, October 28, 13
  • 29. Monday, October 28, 13