Marketers: Are you able to keep track of consumers as they move from desktop to smartphone to tablet and back again—all in the space of a single day? Topics in this webinar include: What are the key touchpoints marketers must optimize to reach omnichannel consumers? What factors do marketers need to consider when connecting with today’s always-shopping consumer throughout what has become an ongoing purchase cycle? What steps can marketers take to make the customer experience seamless across the different devices consumers use and the physical environment?

1. Keeping Pace with
Omnichannel Consumers
June 26, 2014
Noah Elkin
Executive Editor
Sponsored by:

2. ©2014 eMarketer Inc.
Agenda
 Key omnichannel marketing storylines
 Implications of shifts in consumer behavior
 Omnichannel behavior in action
 How marketers are meeting the omnichannel
challenge
 Key takeaways
Twitter Hashtag – #eMwebinar

3. Key Omnichannel
Marketing Storylines

4. ©2014 eMarketer Inc.
The
underlying
theme:
Consumers
are spending
more time and
money online
Twitter Hashtag – #eMwebinar
5 hours 46 minutes
47% of daily media time
$449B
US B2C ecommerce sales
Source: eMarketer, April 2014

5. ©2014 eMarketer Inc.
Much of retail
ecommerce
spending is
going toward
a few product
categories
Twitter Hashtag – #eMwebinar
$66.4B
Computer & consumer
electronics
Source: eMarketer, April 2014
$52.0B
Apparel & accessories
$31.6B
Auto & parts
The top three account
for 49% of retail
ecommerce sales

6. ©2014 eMarketer Inc.
Marketers are spending more money than ever
to reach online consumers
Source: eMarketer, June 2014
$51B
Total spending on
US digital advertising
$28.4B
Direct response
$22.4B
Branding
$0.2B
Mobile messaging
Twitter Hashtag – #eMwebinar
$22.9B
Search
$3.0B
Classifieds/directories
$2.0B
Lead generation
$0.3B
Email
$10.9B
Banner ads
$3.1B
Rich media
$2.4B
Sponsorships
$6.0B
Video

7. ©2014 eMarketer Inc.
Two-thirds of that spending is concentrated
among a handful of companies
Twitter Hashtag – #eMwebinar Source: eMarketer, June 2014
66%

8. ©2014 eMarketer Inc.
The driving force: Internet penetration is
at an all-time high
Source: eMarketer, April 2014
79%Share of US population that will go online
at least once per month in 2014
Twitter Hashtag – #eMwebinar

9. ©2014 eMarketer Inc.
Consumers are becoming “smart”-er
✻164M
users
✻51% of
population
✻147M users
✻46% of
population
Source: eMarketer, March 2014Twitter Hashtag – #eMwebinar

10. ©2014 eMarketer Inc.
Advances in mobile device ownership have
pushed us to a new inflection point
Source: eMarketer, March 2014
12 hours 14 minutes
Total time spent/day
with media by US adults
4 hrs 28 min
Time spent/day with TV
37% of daily media time
5 hrs 46 min
Time spent/day with digital
47% of daily media time
2 hrs
Time spent/day with
radio/print/other
16% of daily media time
2 hrs 51 min
Time spent/day with mobile
23% of daily media time 2 hrs 12 min
Time spent/day with PCs
18% of daily media time
43 min
Time spent/day with other
6% of daily media time
Twitter Hashtag – #eMwebinar

11. ©2014 eMarketer Inc.
Mobile’s share of the pie is only doing
one thing: Getting bigger
Source: eMarketer, April 2014
613%Growth in daily time spent with mobile 2010-2014
Twitter Hashtag – #eMwebinar

12. ©2014 eMarketer Inc.
Consumers
are focusing
an ever-
increasing
number of
daily actions
around mobile
Twitter Hashtag – #eMwebinar

13. ©2014 eMarketer Inc.
The majority of their mobile time is
spent using apps
Source: Flurry, April 2014
86%Share of time spent using the mobile
internet in the US, Q1 2014
Twitter Hashtag – #eMwebinar

14. ©2014 eMarketer Inc.
Gaming and
social
networking
take up the
majority of
mobile app
time
32% 17% 9.5%
Source: Flurry based on comScore/Net Marketshare, April 2014Twitter Hashtag – #eMwebinar
Gaming Facebook Social messaging
8%
Utilities
4%
YouTube
4%
Entertainment
Productivity
1.5%
TwitterNews
4% 3%

15. Implications of Shifts in
Consumer Behavior

16. ©2014 eMarketer Inc.
Mobile
devices have
moved to the
center of
consumers’
multiplatform
universe
Connected
Consoles
Social Machines
Smartphones Tablets
Connected
cars
Connected
consoles
Connected TVs
Wearable
technology
Laptop PCs
Desktop PCs
Smart homes
Ambient
surfaces
Twitter Hashtag – #eMwebinar

17. ©2014 eMarketer Inc.
That
effectively
makes mobile
devices the
remote
control for
our lives
Twitter Hashtag – #eMwebinar

18. Thanks to mobile, “online” is now a persistent,
anywhere state

19. Of course, “mobile” doesn’t necessarily
mean “on the go”
©2014 eMarketer Inc.

20. ©2014 eMarketer Inc.
The notion of
the consumer
is shifting
Twitter Hashtag – #eMwebinar

21. ©2014 eMarketer Inc.
Lines are
blurring
between
different
consumption
modes
Twitter Hashtag – #eMwebinar

22. As a result, today’s path to purchase is more of a
winding road, and less of a straight line

23. Omnichannel Behavior
in Action

24. ©2014 eMarketer Inc.
Digital
channels are
now the
method of
choice for
both product
research and
purchasing—
among digital
buyers

25. ©2014 eMarketer Inc.
46%
50%
4%
PC Smartphone Tablet
74%
20%
5%
Bigger-ticket, higher-consideration purchases
require more time spent on the desktop
40%
44%
16%
Restaurant Auto Entertainment
Source: xAd/Telmetrics/Nielsen, Jan/June 2014

26. ©2014 eMarketer Inc.
The preponderance of mobile activity happens at
the start of the purchase process
51%
24%
12%
24%
55%
37%
13%
21%
48%
25%
10%
26%
At the start In the middle At the end Throughout the
process
Stage of research process in which mobile device was used
Restaurants Auto Entertainment
Source: xAd/Telmetrics/Nielsen, Jan/June 2014

27. Retailers see the research process continuing
in-store: Is this a threat or an opportunity?
40% of US adults showroom, but only a small percentage
actually buy from an online competitor while in-store

28. Some
retailers are
leveraging
in-store
mobile usage
to improve
customer
experience
Lowe’s is thinking about
how its customers shop
and where to address
their pain points

29. ©2014 eMarketer Inc.
Mobile devices
are go-to tools
for in-market
auto shoppers
Share of consumers
at location during
last use:
 Smartphone – 7%
 Tablet – 11%
Source: xAd/Telmetrics/Nielsen, Jan/June 2014

30. How Marketers Are Meeting
the Omnichannel Challenge

31. ©2014 eMarketer Inc.
Reaching consumers across digital channels is
becoming a key focus for CMOs
Source: Mass Relevance/CMO Council, Feb 2014
24%Share of US Fortune 500 CMOs who see it
as their biggest challenge of 2014
Twitter Hashtag – #eMwebinar

32. ©2014 eMarketer Inc.
Marketers
need to
consider a
variety of
approaches
to meet the
challenge of
consumers’
cross-channel
behavior
Twitter Hashtag – #eMwebinar

33. ©2014 eMarketer Inc.
Just don’t assume it’s a matter of one size or one
screen fits all
“Across different formats you have different
expectations. It’s the same story, the same
content. But it has to appear differently in
the way that consumers expect, and that
means different apps, different devices,
different types of day, whatever it is.”
—Eric Korsh, senior vice president of brand
social.content at DigitasLBi
Twitter Hashtag – #eMwebinar

34. ©2014 eMarketer Inc.
Easier said than
done: Most
retailers are
already
multichannel,
but few have
become fully
omnichannel
Data and systems
integration remain big
hurdles to overcome
Twitter Hashtag – #eMwebinar

35. ©2014 eMarketer Inc.
Consumer
behavior
shifts already
have started
to affect
media budgets
for brand
marketers and
agencies alike
Twitter Hashtag – #eMwebinar

36. ©2014 eMarketer Inc.
Expect this shift toward multiscreen campaigns
to gain momentum over the next few years
Share of US marketers
describing integrated
multiscreen campaigns
as “very important”:
 2013 — 48%
 2016 — 88%
Twitter Hashtag – #eMwebinar Source: Association of National Advertisers (ANA)/Nielsen, Oct 2013

37. ©2014 eMarketer Inc.
Multiple cross-device targeting solutions are
gaining momentum
Twitter Hashtag – #eMwebinar
Responsive Design
ad
objectives

38. ©2014 eMarketer Inc.
Knowing how to measure is as important as
knowing where to spend
 Key factors in measuring campaigns across multiple
media according to US client-side advertisers include:
– Understanding each medium’s impact (78%)
– Understanding the path to purchase (77%)
– Identifying individuals across channels (54%)
– Comparability of online/offline GRPs
Twitter Hashtag – #eMwebinar Source: Association of National Advertisers (ANA)/Forrester Consulting, May 2014

39. Key Takeaways

40. ©2014 eMarketer Inc.
Key takeaways
 Consumer time and attention is shifting from traditional to digital
media channels, and within digital from PC to mobile.
 One result is the customer experience now extends along a
seamless continuum from screen to screen and from home to work
to store.
 Reaching customers across screens and channels needs to become
a higher priority for marketers.
 Achieving a synchronous cross-channel experience will require a
variety of approaches, from media to audience targeting to
attribution.
Twitter Hashtag – #eMwebinar

41. Serves 6 Million AFL fans with
160,000 articles, 58,000 Videos
www.opentext.com/orchestrateexperience@opentext facebook.com/opentext

42. OpenText. ©2014 All Rights Reserved.
Engaging Omni-Commerce
Access a media library to enrich product
catalog views across multiple devices
Deliver personalized commerce
experiences in concert with e-Commerce
providers
www.opentext.com/orchestrateexperience@opentext facebook.com/opentext

43. OpenText. ©2014 All Rights Reserved.
Create Publish Measure Adjust Consume
Omni-Channel Experience
World-Class Integration
End-to-end management as information flows through critical processes:
Superior Digital Experiences
Mobile, Social, Web, ….Any Device
Any Business Process
eCommerce
Processes
Service
Processes
Publishing
Processes
www.opentext.com/orchestrateexperience@opentext facebook.com/opentext

44. OpenText. ©2014 All Rights Reserved.
Delivering the Digital Enterprise Experience
Discovery Business
Process
Management
Enterprise
Content
Management
Customer
Experience
Management
Information
Exchange
Developer
Tools
Ecosystem
Solutions
Cloud
Solutions
www.opentext.com/orchestrateexperience@opentext facebook.com/opentext

45. www.opentext.com/orchestrateexperience
@opentext
facebook.com/opentext
linkedin.com/company/opentext

46. Learn more about digital marketing with an
eMarketer corporate subscription
Around 200 eMarketer reports are published
each year. Here are some related reports you
may be interested in:
 The US Retail Industry 2014: Digital Ad Spending Forecast and
Trends
 US Retail Ecommerce: 2014 Trends and Forecast
 Cross-Platform Attribution: A Status Report on Overcoming
Select Attribution Challenges
 The State of Omnichannel Retail: Retailers Playing Catch-Up
with Consumers
 Key Digital Trends for 2014
To learn more: www.emarketer.com/products
800-405-0844 or webinars@emarketer.com
Q&A Session
Keeping Pace with
Omnichannel Consumers
Sponsored by:
You will receive an email
tomorrow with a link to
view the deck and
webinar recording.
Noah Elkin