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.
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
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
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
18. 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
24. P
=
People
O
=
Objectives
S
=
Strategy
T
=
Technology
Don’t
start
with
technology
25. 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