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Omnichannel
Marketing:	
  
Earning	
  Attention	
  
and	
  Delivering	
  
Value	
  in	
  a	
  Multi-­‐Screen	
  
World	
  
Pam	
  Moore
CEO	
  /	
  Founder
Marketing	
  Nutz
Social	
  Zoom	
  Factor	
  
@PamMktgNut
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
Source:	
  ZenDesk
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)	
  
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
Instant	
  
Gratification	
  
50%	
  consumers	
  expect	
  to	
  
buy	
  online	
  &	
  pick	
  up	
  in	
  
store	
  
Source:	
  Forrester	
  Research
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	
  
product	
  availability	
  
online	
  
• 36%	
  will	
  visit	
  a	
  store	
  if	
  
no	
  inventory	
  
information	
  available	
  
online	
  
Source:	
  Forrester	
  Research
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
Digital	
  evolution	
  
Traditional	
  
Ecommerce
Multichannel
Omnichannel
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	
  
YOU
are  the
media
Omni-channel Marketing: Earning Attention & Delivering Value in a Multi-Screen World
If	
  channels	
  
don’t	
  work
TOGETHER	
  
It’s	
  NOT	
  
Omnichannel
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	
  
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	
  
execution	
  but	
  lack	
  
the	
  marketing	
  
element	
  of	
  
connecting	
  with	
  
humans	
  
think	
  
DNA,	
  
not	
  
tools	
  
P	
  =	
  People	
  
O	
  =	
  Objectives	
  
S	
  =	
  Strategy	
  
T	
  =	
  Technology	
  
Don’t	
  start	
  with	
  technology
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	
  
Design	
  the	
  
customer	
  
journey
• Increase	
  conversions
• Optimized	
  experience	
  
• Enhanced	
  relationships	
  
Tech	
  Enthusiasts
Visionaries
Pragmatists
Conservatives
Skeptics
Technology	
  adoption
Geoffrey	
  Moore	
  Technology	
  Adoption	
  Lifecycle	
  
Communities  create  markets
Opportunity Harvest
Free	
  
member
Paid	
  
member
Loyal	
  
evangelist
Community	
  Zone Customer	
  Zone
$$
Be	
  an	
  experience	
  architect
Create	
  shareable	
  experiences	
  
Omni-channel Marketing: Earning Attention & Delivering Value in a Multi-Screen World
Omni-channel Marketing: Earning Attention & Delivering Value in a Multi-Screen World
Embrace	
  
the
JOURNEY!
Questions?	
  
Pam	
  Moore
CEO	
  /	
  Founder	
  
Marketing	
  Nutz
@pammktgnut
www.pammarketingnut.com
www.themarketingnutz.com
www.getrealchat.com
www.socialzoomfactor.com

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