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Omnichannel
Marketing:	
  
Earning	
  Attention	
  
and	
  Delivering	
  
Value	
  in	
  a	
  Multi-­‐Screen	
  
World	
  ...
Goal	
  for	
  today
• What	
  matters	
  
• Focus
• Achieve	
  success	
  	
  
90%	
  mobile	
  users	
  have	
  device	
  
within	
  arms	
  reach	
  100%	
  of	
  time
98%	
  Americans	
  switch	
  between	
  
devices	
  in	
  the	
  same	
  day	
  
Source:	
  ZenDesk
çç
87%	
  customers	
  think	
  brands	
  need	
  to	
  do	
  
better	
  at	
  providing	
  a	
  seamless	
  experience
So...
Got	
  TV?	
  
(aka	
  YouTube)	
  
• 68%	
  of	
  consumers	
  have	
  
used	
  YouTube	
  to	
  shop	
  for	
  
retail	
...
Power	
  of	
  the	
  
Smartphone	
  
71%	
  in-­‐store	
  shoppers	
  who	
  
use	
  smartphones	
  for	
  
research	
  s...
Instant	
  
Gratification	
  
50%	
  consumers	
  expect	
  to	
  
buy	
  online	
  &	
  pick	
  up	
  in	
  
store	
  
So...
You	
  have	
  10	
  seconds	
  
to	
  keep	
  em’!
Don’t	
  force	
  customer	
  to	
  
scale	
  up	
  
Details	
  
matter	
  
• 73%	
  likely	
  to	
  visit	
  a	
  
local	
  store	
  if	
  retailer	
  
provides	
  in-­‐store...
People	
  
inside	
  brand	
  
matter
69%	
  consumers	
  expect	
  
store	
  associates	
  have	
  
mobile	
  device	
  t...
Digital	
  evolution	
  
Traditional	
  
Ecommerce
Multichannel
Omnichannel
What	
  is	
  Omnichannel
• Traditional – customers	
  visit	
  
store	
  
• Ecommerce – customers	
  shop	
  
onine via	
...
YOU
are  the
media
If	
  channels	
  
don’t	
  work
TOGETHER	
  
It’s	
  NOT	
  
Omnichannel
Time	
  for	
  
change
The	
  traditional	
  funnel	
  
no	
  longer	
  works	
  on	
  
connected	
  customers.	
  
It’s	
...
searching
for	
  answers
in	
  all	
  the	
  
wrong	
  
places
76%	
  marketers	
  think	
  they	
  
know	
  what	
  customers	
  want
34%	
  have	
  asked	
  them
Source: Pivot
Do	
  you	
  really	
  know	
  your	
  
customer?	
  
Source:	
  ZenDesk
It’s	
  about	
  the	
  people
Most	
  business	
  
leaders	
  are	
  good	
  at	
  
the	
  ideas	
  and	
  tactical	
  
e...
think	
  
DNA,	
  
not	
  
tools	
  
P	
  =	
  People	
  
O	
  =	
  Objectives	
  
S	
  =	
  Strategy	
  
T	
  =	
  Technology	
  
Don’t	
  start	
  with	
  te...
Personalized	
  
experience
• Who	
  is	
  your	
  customer	
  and	
  
what	
  is	
  important	
  to	
  
them?	
  
• Behav...
Design	
  the	
  
customer	
  
journey
• Increase	
  conversions
• Optimized	
  experience	
  
• Enhanced	
  relationships...
Tech	
  Enthusiasts
Visionaries
Pragmatists
Conservatives
Skeptics
Technology	
  adoption
Geoffrey	
  Moore	
  Technology	...
Communities  create  markets
Opportunity Harvest
Free	
  
member
Paid	
  
member
Loyal	
  
evangelist
Community	
  Zone Cu...
Be	
  an	
  experience	
  architect
Create	
  shareable	
  experiences	
  
Embrace	
  
the
JOURNEY!
Questions?	
  
Pam	
  Moore
CEO	
  /	
  Founder	
  
Marketing	
  Nutz
@pammktgnut
www.pammarketingnut.com
www.themarketing...
Omni-channel Marketing: Earning Attention & Delivering Value in a Multi-Screen World
Omni-channel Marketing: Earning Attention & Delivering Value in a Multi-Screen World
Omni-channel Marketing: Earning Attention & Delivering Value in a Multi-Screen World
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Omni-channel Marketing: Earning Attention & Delivering Value in a Multi-Screen World

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Omnichannel Marketing: Earning Attention and Delivering Value in a Multi-Screen World
Keynote presentation delivered by Pam Moore in Sweden at the Internet World Webbdagarna . The presentation covered the challenges and solutions businesses of all sizes face regarding inspiring, connecting, serving and selling to their customers in a multi-screen world. Discussed are best practices for content marketing, conversion optimization, retail, products and services.

Published in: Technology
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Omni-channel Marketing: Earning Attention & Delivering Value in a Multi-Screen World

  1. Omnichannel Marketing:   Earning  Attention   and  Delivering   Value  in  a  Multi-­‐Screen   World   Pam  Moore CEO  /  Founder Marketing  Nutz Social  Zoom  Factor   @PamMktgNut
  2. Goal  for  today • What  matters   • Focus • Achieve  success    
  3. 90%  mobile  users  have  device   within  arms  reach  100%  of  time
  4. 98%  Americans  switch  between   devices  in  the  same  day   Source:  ZenDesk
  5. çç 87%  customers  think  brands  need  to  do   better  at  providing  a  seamless  experience Source:  ZenDesk
  6. Got  TV?   (aka  YouTube)   • 68%  of  consumers  have   used  YouTube  to  shop  for   retail  products  and   services  (Google)   • YouTube  mobile  reaches   more  18-­‐34  and  18-­‐49  yr olds  than  any  cable   network  in  the  U.S.  (Google)  
  7. Power  of  the   Smartphone   71%  in-­‐store  shoppers  who   use  smartphones  for   research  say  their  device   has  become  more   important  to  their  in  store-­‐ experience   Source:  Google
  8. Instant   Gratification   50%  consumers  expect  to   buy  online  &  pick  up  in   store   Source:  Forrester  Research
  9. You  have  10  seconds   to  keep  em’!
  10. Don’t  force  customer  to   scale  up  
  11. Details   matter   • 73%  likely  to  visit  a   local  store  if  retailer   provides  in-­‐store   product  availability   online   • 36%  will  visit  a  store  if   no  inventory   information  available   online   Source:  Forrester  Research
  12. People   inside  brand   matter 69%  consumers  expect   store  associates  have   mobile  device  to  perform   simple  immediate  tasks   such  as  looking  up   product  information,   inventory     Source:  Forrester  Research
  13. Digital  evolution   Traditional   Ecommerce Multichannel Omnichannel
  14. What  is  Omnichannel • Traditional – customers  visit   store   • Ecommerce – customers  shop   onine via  website   • Multichannel – customer   shops  via  multiple  channels   • Omnichannel – customer   engages  anywhere  via   integrated  and  seamless   experience  
  15. YOU are  the media
  16. If  channels   don’t  work TOGETHER   It’s  NOT   Omnichannel
  17. Time  for   change The  traditional  funnel   no  longer  works  on   connected  customers.   It’s  far  too  dynamic  and   the  evolution  is  spinning   the  ellipse  faster  than   your  business  is   adapting  its  vision,   mission  and  models  to   react.   -­‐Brian  Solis  
  18. searching for  answers in  all  the   wrong   places
  19. 76%  marketers  think  they   know  what  customers  want 34%  have  asked  them Source: Pivot
  20. Do  you  really  know  your   customer?   Source:  ZenDesk
  21. It’s  about  the  people Most  business   leaders  are  good  at   the  ideas  and  tactical   execution  but  lack   the  marketing   element  of   connecting  with   humans  
  22. think   DNA,   not   tools  
  23. P  =  People   O  =  Objectives   S  =  Strategy   T  =  Technology   Don’t  start  with  technology
  24. Personalized   experience • Who  is  your  customer  and   what  is  important  to   them?   • Behaviors   • Preferences   • How,  when  and  where  do   they  use  screens • Context  for  why  they  use   screens  
  25. Design  the   customer   journey • Increase  conversions • Optimized  experience   • Enhanced  relationships  
  26. Tech  Enthusiasts Visionaries Pragmatists Conservatives Skeptics Technology  adoption Geoffrey  Moore  Technology  Adoption  Lifecycle  
  27. Communities  create  markets Opportunity Harvest Free   member Paid   member Loyal   evangelist Community  Zone Customer  Zone $$
  28. Be  an  experience  architect
  29. Create  shareable  experiences  
  30. Embrace   the JOURNEY!
  31. Questions?   Pam  Moore CEO  /  Founder   Marketing  Nutz @pammktgnut www.pammarketingnut.com www.themarketingnutz.com www.getrealchat.com www.socialzoomfactor.com

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