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It's All E-commerce

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My recent talk "It's All E-commerce: How Social, Local, and Mobile Affects Sales Online and Offline" as part of the Biznology webinar series.

My recent talk "It's All E-commerce: How Social, Local, and Mobile Affects Sales Online and Offline" as part of the Biznology webinar series.

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  • The internet influencesalmost 70% of business among those businesses that do have a website.
  • Location context, in my store, in my competitor’s store, given travel time
  • Context determines airport.

Transcript

  • 1. Thanks for joining! Its all E-commerce: How the Social, Local, Mobile Web Affects Sales Online and Offline January 15, 2013 Tim Peter We’ll be starting soon!www.timpeter.com © 2013 Tim Peter & Associates, LLC
  • 2. Tim Peter & AssociatesYour moderator for today: Frank Reed  Managing Editor of #11 marketingpilgrim.com  Director of Sales edgeworksgroup.com  Weekly contributor to blog “Frank Fridays” @frankreed frank@edgeworksgroup.com 919-285-15152 © 2010 Mike Moran © 2013 Tim Peter & Associates, LLC
  • 3. Tim Peter & Associates Thanks to all of Its all E-commerce: our sponsors How the Social, Local, Mobile Web Affects Sales Online and Offline Tim Peter3 © 2010 Mike Moran © 2013 Tim Peter & Associates, LLC
  • 4. Tim Peter & AssociatesClick the orange arrow4 © 2010 Mike Moran © 2013 Tim Peter & Associates, LLC
  • 5. Tim Peter & Associates Your speaker for today: Tim Peter  President of  Instructor at Rutgers University  Blogger at @tcpeter tim@timpeter.com 201-305-00555 © 2010 Mike Moran © 2013 Tim Peter & Associates, LLC
  • 6. Tim Peter & AssociatesHow big is “e-commerce”? 2012 $224.2 billion 2013 $256.0 billion 2014 $289.8 billion Source: eMarketer, March 2012 and United States Department of Commerce data, December 2012 (US-only e-commerce)6 © 2010 Mike Moran © 2013 Tim Peter & Associates, LLC
  • 7. Tim Peter & AssociatesHow big is “e-commerce”? 2012 $224.2 billion 2013 6%-7% $256.0 billion 2014 $289.8 billion Source: eMarketer, March 2012 and United States Department of Commerce data, December 2012 (US-only e-commerce) Share data excludes auto dealers, gas stations, fuel dealers, travel and event tickets7 © 2010 Mike Moran © 2013 Tim Peter & Associates, LLC
  • 8. Tim Peter & AssociatesOnline contribution120.0%100.0% 7.2% 7.6% 8.0% 8.4% 80.0% 38.2% 39.8% 41.1% 42.7% 60.0% 40.0% 54.6% 52.6% 51.2% 49.0% 20.0% 0.0% 2012 2013 2014 2015 Offline only Web-influenced offline Online only8 © 2010 Mike Moran © 2013 Tim Peter & Associates, LLC
  • 9. Tim Peter & AssociatesAnd yet… Roughly 60% of small businesses don’t have a website9 © 2010 Mike Moran © 2013 Tim Peter & Associates, LLC
  • 10. Tim Peter & Associates10 © 2010 Mike Moran © 2013 Tim Peter & Associates, LLC
  • 11. Tim Peter & AssociatesSource: Google http://www.thinkwithgoogle.com/insights/featured/five-stages-of-travel/ & http://www.thinkwithgoogle.com/insights/library/studies/the-zero-moment-of-truth-macro-study/ 11 © 2010 Mike Moran © 2013 Tim Peter & Associates, LLC
  • 12. Tim Peter & AssociatesHere’s a question… “Why?”12 © 2010 Mike Moran © 2013 Tim Peter & Associates, LLC
  • 13. Mike Moran © 2010 Mike Moran © 2013 Mike Moran Group LLC
  • 14. Mike Moran Because we’ve trained them to © 2010 Mike Moran © 2013 Mike Moran Group LLC
  • 15. Tim Peter & Associates15 © 2010 Mike Moran © 2013 Tim Peter & Associates, LLC
  • 16. Tim Peter & Associates16 © 2010 Mike Moran © 2013 Tim Peter & Associates, LLC
  • 17. Mike Moran © 2010 Mike Moran © 2013 Mike Moran Group LLC
  • 18. Tim Peter & Associates © 2010 Mike Moran © 2013 Tim Peter & Associates, LLC
  • 19. Mike Moran © 2010 Mike Moran © 2013 Mike Moran Group LLC
  • 20. Mike Moran © 2010 Mike Moran © 2013 Mike Moran Group LLC
  • 21. Mike Moran21 © 2010 Mike Moran © 2013 Mike Moran Group LLC
  • 22. Tim Peter & Associates22 © 2010 Mike Moran © 2013 Tim Peter & Associates, LLC
  • 23. Mike Moran23 © 2010 Mike Moran © 2013 Mike Moran Group LLC
  • 24. Mike Moran •44% of all cell users •40% of those 35-44 •50% of smartphone owners •60% of those 18-3424 © 2010 Mike Moran © 2013 Mike Moran Group LLC
  • 25. Mike Moran25 © 2010 Mike Moran © 2013 Mike Moran Group LLC
  • 26. Tim Peter & Associates 953 Million 6.1 Billion 26 © 2010 Mike Moran © 2013 Tim Peter & Associates, LLCSource: Mary Meeker & Liang Wu http://www.scribd.com/doc/95259089/KPCB-Internet-Trends-2012
  • 27. Tim Peter & Associates More own mobile phones than toothbrushes27 © 2010 Mike Moran © 2013 Tim Peter & Associates, LLC
  • 28. Mike Moran28 © 2010 Mike Moran © 2013 Mike Moran Group LLC
  • 29. Tim Peter & AssociatesThe purchase funnel doesn’t exist 2929 © 2010 Mike Moran © 2013 Tim Peter & Associates, LLC
  • 30. Mike Moran Remember: We trained them not to do that © 2010 Mike Moran © 2013 Mike Moran Group LLC
  • 31. Mike Moran Am I going to enjoyThe online shopping experience myself? (i.e., your  Transparent product, service, or experience) © 2010 Mike Moran © 2013 Mike Moran Group LLC
  • 32. Mike Moran Whyshould Ibuy from you? © 2010 Mike Moran © 2013 Mike Moran Group LLC
  • 33. Tim Peter & Associates4 keys to success in a worldwhere it’s all e-commerce  Think customers NOT channels.  Plan “mobile first.”  Embrace price transparency  Remember: Content is king. Context is queen.33 © 2010 Mike Moran © 2013 Tim Peter & Associates, LLC
  • 34. Tim Peter & Associates 4 “P’s” of marketing + 134 © 2010 Mike Moran © 2013 Tim Peter & Associates, LLC
  • 35. Tim Peter & Associates Know your customers35 © 2010 Mike Moran © 2013 Tim Peter & Associates, LLC
  • 36. Mike Moran36 © 2010 Mike Moran © 2013 Mike Moran Group LLC
  • 37. Tim Peter & Associates Choose channels based on customer use37 © 2010 Mike Moran © 2013 Tim Peter & Associates, LLC
  • 38. Tim Peter & AssociatesIs this the end of brand sites? Um… no.38 © 2010 Mike Moran © 2013 Tim Peter & Associates, LLC
  • 39. Tim Peter & Associates Think “mobile first”  Mobile isn’t the most important channel  Mobile isn’t the only channel  But… don’t try to add it on later39 © 2010 Mike Moran © 2013 Tim Peter & Associates, LLC
  • 40. Tim Peter & Associates Defining “mobile”  Situation vs. device40 © 2010 Mike Moran © 2013 Tim Peter & Associates, LLC
  • 41. Mike Moran Think “task-oriented”: Disney MyMagic+ RFID “tickets” and purchasing41 © 2010 Mike Moran © 2013 Mike Moran Group LLC
  • 42. Tim Peter & AssociatesDemand responsive, situation-focused, task-oriented webdesign… because your customers will42 © 2010 Mike Moran © 2013 Tim Peter & Associates, LLC
  • 43. Mike Moran Embrace price transparency © 2010 Mike Moran © 2013 Mike Moran Group LLC
  • 44. Mike Moran Embrace price transparency? © 2010 Mike Moran © 2013 Mike Moran Group LLC
  • 45. Tim Peter & Associates Embrace price transparency?45 © 2010 Mike Moran © 2013 Tim Peter & Associates, LLC
  • 46. Tim Peter & Associates46 © 2010 Mike Moran © 2013 Tim Peter & Associates, LLC
  • 47. Tim Peter & Associates But what about “showrooming?”47 © 2010 Mike Moran © 2013 Tim Peter & Associates, LLC
  • 48. Tim Peter & Associates Doesn’t showrooming divert sales from stores to the web? 6 in 10 ‘showroomers’ said they originally planned to purchase at the store but changed their mind while there and instead bought online Source: comScore, “State of the US Online Retail Economy in Q1 2012,” May 201248 © 2010 Mike Moran © 2013 Tim Peter & Associates, LLC
  • 49. Mike Moran Price must show value49 © 2010 Mike Moran © 2013 Mike Moran Group LLC
  • 50. Tim Peter & Associates What separates these stores?50 © 2010 Mike Moran © 2013 Tim Peter & Associates, LLC
  • 51. Mike Moran © 2010 Mike Moran © 2013 Mike Moran Group LLC
  • 52. Tim Peter & Associates Create “Likeable,” sharable content52 © 2010 Mike Moran © 2013 Tim Peter & Associates, LLC
  • 53. Tim Peter & Associates Social integration53 © 2010 Mike Moran © 2013 Tim Peter & Associates, LLC
  • 54. Tim Peter & Associates Context:  “Where u @?” Location, altitude, speed  Past actions, history, selected preferences  Assumed attitudes and emotions based on actions and situation54 © 2010 Mike Moran © 2013 Tim Peter & Associates, LLC
  • 55. Tim Peter & Associates55 © 2010 Mike Moran © 2013 Tim Peter & Associates, LLC
  • 56. Tim Peter & Associates Task-oriented Contextual56 © 2010 Mike Moran © 2013 Tim Peter & Associates, LLC
  • 57. Tim Peter & Associates57 © 2010 Mike Moran © 2013 Tim Peter & Associates, LLC
  • 58. Tim Peter & Associates What’s next?  Distance, floor in building, aisle, what direction  Light, dark  Gesture-based control (Think Xbox Kinect or Wii)  Biometrics (Are you excited? Confused?)58 © 2010 Mike Moran © 2013 Tim Peter & Associates, LLC
  • 59. Tim Peter & Associates • Store locator (most sites with retail presence) At home • Shopping cart function (many “commerce” sites) • “View-commerce” (Glamour magazine “virtual storefronts”)Subway/Public • Store locator by station stop (???)transportation • Parking information (Streetline Parker, ParkSight) En route • In-store pickup (Nordstrom, Apple Store) • Product locator/store map (Walmart) • Streamlined checkout/ payment options (Apple Store In-store EasyPay, eBay, Nordstrom, Google Wallet) • Price comparison (Amazon, Walmart)In competitor’s • Coupons and loyalty rewards (Walmart, Shopkick) store 59 © 2010 Mike Moran © 2013 Tim Peter & Associates, LLC
  • 60. Mike Moran What do you want your customers to do? © 2010 Mike Moran © 2013 Mike Moran Group LLC
  • 61. Tim Peter & Associates4 keys to success in a worldwhere it’s all e-commerce  Think customers NOT channels.  Plan “mobile first.”  Embrace price transparency  Remember: Content is king. Context is queen.61 © 2010 Mike Moran © 2013 Tim Peter & Associates, LLC
  • 62. Tim Peter & Associates How big is e-commerce? It’s all e-commerce62 © 2010 Mike Moran © 2013 Tim Peter & Associates, LLC
  • 63. Tim Peter & Associates Don’t forget our sponsorsDon’t stop now! March 12, 2013 11:00 to 11:30 ET Engaging Employees to Glenn Gaudet Share Corporate Social Media Sign up now at bit.ly/ZBYdhG For more information: www.biznology.com63 © 2010 Mike Moran © 2013 Tim Peter & Associates, LLC