What Next For Digital? Search, Mobile & The Rise Of Social Commerce


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Crafted Media
Briefing: where next for digital marketing?
Search, mobile, and the rise of social commerce.

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  • With the recent advancement in mobile phones where almost everybody have smart phones, I believe some of your predictions will come sooner. In the near future mobile phones will no longer be just the way they are today but they will be indispensable part of every human beings.
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  • I’m searching for XXXX, I’m buying XXXX, I’ve bought XXXX aren’t I cool by association!!
  • Emotive / lifestyle vs commercial.
  • In-store QR codes, computer in your car
  • What Next For Digital? Search, Mobile & The Rise Of Social Commerce

    1. 1. Crafted Media<br />Briefing: where next for digital marketing?<br />Search, mobile, and the rise of social commerce.<br />
    2. 2. Hello<br />Crafted Media<br /><ul><li>30Ipswich-based staff specialising in
    3. 3. E-commerce
    4. 4. Design
    5. 5. Development
    6. 6. Search engine marketing
    7. 7. Social media
    8. 8. Copywriting
    9. 9. Mobile sites & apps</li></li></ul><li>Customers<br />“Communities already exist. Instead, think about how you can help that community do what it wants to do”<br />Mark Zuckerberg<br />For communities, read customers.<br />The opportunity lies where ‘new media’ meets traditional.<br />But we’ve been calling it ‘new media’ for 10 years.<br />What are you doing now and where will your customers be next week?<br />
    10. 10. The stats<br />Recent research from Forbes demonstrates exactly how valuable Facebook Fans are to a brand:<br /><ul><li>They are 41% more likely to recommend a company.
    11. 11. 28% more likely to continue using them in the future. 
    12. 12. Fans are worth on average $136.38 to a business and spend $71.84 more per year.
    13. 13. Search + Social Media increases CTR by 94 percent. (GroupM and comScore)</li></li></ul><li>The way we were<br />It’s all about search, paid and natural.<br />And conversion.<br />And maybe a follow-up email.<br />Done.<br />‘traditional’ media<br />=<br />+<br />+<br />
    14. 14. The way we should be now<br />Now social influence during the search and research phase is more important than ever...<br />=<br />+<br />+<br />
    15. 15. The way we need to be<br />
    16. 16. Remember the basics<br />Remember the basics: the digital landscape is ever-changing, the key is to not get distracted by the latest shiny route-to-market, but integrate it with your existing digital activity.<br />‘Traditional’ approach:<br /><ul><li>Traffic – keyword to landing page
    17. 17. User experience – from calls-to-action to form usability
    18. 18. Conversion, retention, rinse, repeat...</li></li></ul><li>The basics combined<br />
    19. 19. The basics+<br />Enhance all of the above by knowing your customers.<br /><ul><li>Who are they?
    20. 20. Where are they?
    21. 21. What are they talking about?</li></ul>The answer still lies in social media, but search & social are increasingly mobile.<br />Crucially, once we’ve answered the above questions...<br />
    22. 22. What now?<br />
    23. 23. People haven’t changed the way they are fundamentally, they are just more technologically enabled.<br />
    24. 24. Mobile<br />Make sure your website works on a mobile.<br />Mobile search<br />Mobile commerce<br />
    25. 25. This is not an ambush<br />
    26. 26. Mobile<br />Mobile shouldn’t remove the opportunity to consultatively sell.<br />There is less real estate to visually sell, so it is more important to focus on how your customers might view your business, products and services.<br />Mobile should<br /><ul><li>highlight your products,
    27. 27. emphasise your service
    28. 28. enable the user
    29. 29. to reserve & collect
    30. 30. to find store locations</li></ul>Mobile is a new channel, not a replacement.<br />
    31. 31. Remember to not get excited about the shiny thing. Simply focus on where your customers are and how to sell to them<br />
    32. 32. Mobile search & ads<br />Mobile ad spend rose 116% in 2010 fo £83m<br />There are 3 types of specific mobile advertising:<br /><ul><li>Search Ads - similar to traditional search ads but have some additional features.
    33. 33. Web Display Ads – Display banner and text ads shown across the network. Either optimised for mobile pages or shown on desktop sites via high end devices like the iPhone.
    34. 34. App Display Ads – These ads are shown across a range of apps E.G. Google Maps, Shazam</li></li></ul><li>Mobile search extras<br />Location Extension      <br />Click to Call Extension <br />Click to Download App <br />
    35. 35. Mobile targeting<br />As with any mobile or social activity, this is not instead of the basics, this is a new route to market.<br />
    36. 36. So what?<br />Just a website isn’t a strategy.<br />
    37. 37. So what?<br />Just visitors will not keep you in business<br />
    38. 38. So what?<br />Just social networking is all talk and no trousers<br />
    39. 39. So sell<br />Social commerce<br />Mobile commerce<br />
    40. 40. Allfancydress.com<br />
    41. 41. <ul><li>Significant % of overall sales within days of launch</li></ul>Allfancydress.com<br />
    42. 42. Anyspacedirect.co.uk<br />
    43. 43. Anyspacedirect.co.uk<br />New technology<br />Brand building<br />New sales channel<br />
    44. 44. The point<br />Engaging your customers via the most effective means.<br />
    45. 45. Social change<br />Social commerce – e-commerce through social networks<br />Social change: social shopping and social influence are an integral part of our lives. (Note: I didn’t mention ‘online’ or ‘digital’ there)<br />Customer behaviour has not changed (much), but when we ask a question, or seek an opinion or recommendation it is amplified.<br />
    46. 46. Social interaction<br />
    47. 47. The power of advocacy<br />
    48. 48. Social commerce<br />The socialisation of your brand drives business<br /><ul><li>Nearly 40% of consumers  ’like’ companies on Facebook to publicly display their brand affiliation to friends. [Source: ExactTarget, via Social Media Examiner, October 2010]
    49. 49. 40% click ‘like’ button for, or ‘liked’ a company, brand or association on Facebook to receive discounts and promotions. [Source: ExactTarget, September 2010]</li></li></ul><li>Social commerce<br />Shopping via Facebook<br />Shopping in Facebook<br />The phasing out of FBML, the phasing in of iframes.<br />People are happy with the ‘security’ of Facebook.<br />
    50. 50. Truly social commerce<br />‘Free personal shopping network service complete with live chat, enabling consumers to seek product advice and recommendations from knowledgeable advisors in real-time.’<br />
    51. 51. Off(line) and on again<br />
    52. 52. Group-buying<br />
    53. 53. Group-buying<br />
    54. 54. Open social discovery<br />Facebook Connect<br />Share on Twitter<br />Then aggregate...<br />
    55. 55. Social curation<br />Buzz monitoring combined with reviews<br />Quant plus Qual<br />Trusted / respected source of opinion<br />
    56. 56. What next?<br />By 2014, more people will be accessing the internet on their mobile phones than laptop / desktop computers*<br />Web 2.0 was when the consumer started creating <br />instead of just consuming. Now we can influence <br />brands; we have (some) control..<br />Next step: "sensor-driven collective intelligence“**<br />The final disappearance of the boundary between<br />"life online" and "real life", between the physical and the virtual.<br />Oh, and Twitter advertising is coming to the UK.<br />*Professor Manuel Castells – Digital Obama Architect<br />**Tim O-Reilly<br />“We fear change.”<br />
    57. 57. Contact<br /><ul><li>tom.griffiths@craftedmedia.com
    58. 58. 07760 209403
    59. 59. www.craftedmedia.com</li>