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Digital and the path to purchase webinar

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Digital and the path to purchase webinar

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  2. 2. Digital and the Path-to-Purchase<br />February 2011<br />
  3. 3. The Presenters<br />Ken Johns<br />SVP, Digital Strategy<br />David Lied<br />VP, Consumer Promotional Services<br />
  4. 4. Emerging Trends 2011and their Effect on the Digital Path to PurchaseBrunner Intelligence Group<br />
  5. 5. Online Marketing Will Have an Even Bigger Chunk of Marketing Budgets<br />2011 Emerging Trends<br /><ul><li>Shoppers are increasingly going online early in the buying cycle to gather information, form relationships, and make decisions about purchases</li></ul>Source: Emerging Media Research Council, January 2011<br />
  6. 6. 2011 Emerging Trends<br />The Rise of Interactive TV<br />In 2010, many people were introduced to Internet TV <br />Google TV, iTV, and Boxee Box emerged<br />Source: Emerging Media Research Council, January 2011<br />
  7. 7. 2011 Emerging Trends<br />The Rise of Interactive TV<br /><ul><li>Accessibility to Internet TV will transform television, not only in the way content is presented, but it will disrupt the dominance traditional TV has had in capturing ad dollars </li></ul>Source: Emerging Media Research Council, January 2011<br />
  8. 8. Tablets increase while laptops decrease<br />2011 Emerging Trends<br /><ul><li>Tablets will have a noticeable impact on overall laptop sales
  9. 9. Various market researchers suggest that tablets could reduce total amount of laptops sold 12% over next 2 years</li></ul>Source: Emerging Media Research Council, January 2011<br />
  10. 10. 2011 Emerging Trends<br />Mobile devices begin to replace credit cards<br /><ul><li>Using your phone as a credit card for lower value purchases may become a reality
  11. 11. Google recently announced that NFC (Near Field Communication) technology will be supported in the next release of Android2.3 or “Gingerbread”</li></ul>Source: Emerging Media Research Council, January 2011<br />
  12. 12. 25 Billion Mobile Apps Will Be Sold<br />Up from 10 billion in 2010<br />Mobile app ecosystem will restructure the channels for digital content and services for consumers<br />2011 Emerging Trends<br />Source: Emerging Media Research Council, January 2011<br />
  13. 13. Shopper Marketing Today<br />
  14. 14. What is Shopper Marketing?<br />“Is one part of any overall marketing plan that focuses on shopper-centric insights, strategies, and tactics that occur on the path to purchase bringing measurable actions in specific purchasing environments.”<br />- Brunner Shopper Marketing Definition<br />
  15. 15. Shopper versus Consumer<br />
  16. 16. The world of Shopper Marketing<br />SOURCE Booz and Co/GMA, 2010<br />
  17. 17. Who are the stakeholders in Shopper Marketing? Brand, Retailer and Shopper<br />
  18. 18. What does your brand need to do most?<br />Build the Shopper Marketing Plan to Fit Your Objectives<br />
  19. 19. Why is Shopper Marketing More Important Than Ever?<br />
  20. 20. KEY STATS<br />59%purchase decisions are made in store<br />85%say in-store factors most influential<br />43%grocery purchases sold on promotion<br />Source: Grocery Manufacturers Association, Booz & Company and SheSpeaks. <br />"Shopper Marketing 3.0”<br />
  21. 21. Spending on the Increase<br />83%of CPG companies will increase shopper marketing expenditures thru ‘13<br />55%say shopper marketing exceeds all other marketing expenditures’ growth<br />Source: Grocery Manufacturers Association<br />
  22. 22. Historical Path to Purchase<br /><ul><li>Stimulus (pre-store: advertising)
  23. 23. First Moment of Truth (at shelf)
  24. 24. Second Moment of Truth (at home: consumers on whether to repeat purchase)</li></ul>New Path to Purchase <br /><ul><li>Stimulus – ZERO Moment of Truth “ZMOT” (the emergence of online engagement prior to shopping)</li></ul>Source: Google<br />
  25. 25. Path to Purchase has become asymmetrical and non-linear<br />
  26. 26. The Evolving “Path”<br />Technology is more pervasive now at each juncture of the shopper’s path.<br />
  27. 27. The Evolving “Path”<br />Digital has inherent benefits. <br /><ul><li>First is insights. Digital technology is personal, and hence marketers gain a greater understanding of a consumer’s online patterns, shopping behavior, message response rates, coupon redemption and purchase history directly from digital activities.
  28. 28. Second is immediacy. Digital, specifically mobile, is the only method of communications that most shoppers have with them in the aisle and at the shelf.
  29. 29. Third is permission. Unlike offline media or even in-store display, shoppers actually opt-in and express a desire to receive marketers’ communications via technology.</li></li></ul><li>KEY STATS<br />81%have conducted online research prior to shopping<br />94%prepare list before shopping<br />72% stick to the list<br />Source: Google<br />
  30. 30. Mobile Usage in the Workforce<br />52% of business uses the Blackberry as its most common Smartphone.<br />19% support the iPhone<br />14% Android<br />10% support the iPad<br />Projections of 2011, drastically change the mix and shift away from Blackberry to:<br />60% iPhone<br />47% iPad<br />33% Android<br />Source: ihlservices.com<br />
  31. 31. Digital is Changing Everything<br />
  32. 32. 13.9 million text messages will be sent in the next hour in the United States<br />Source: geekwithacomputer.com<br />
  33. 33. The Ever Changing Path to Purchase<br />Mobile expansion and portability is the future to reaching tomorrow’s shopper<br />
  34. 34. The Emerging Digital Impact &the Role of Mobile<br />
  35. 35. A phone?<br />
  36. 36. Or a personal assistant?<br />
  37. 37. More people will access the internet via mobile than desktop<br />2013 <br />Morgan Stanley April 2010<br />
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  44. 44. 49% recipe searches<br />38% shopping lists <br />2/3of smart phone owners use them <br />in the grocery store<br />9% coupons<br />Add 8-10% for iPhone users<br />Allrecipies.com Today’s Recipe Box Study April, 2010 <br />
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  46. 46. 54% of retailers will be able to scan coupons from a mobile device into the POS system at store by the end of 2011. <br />
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  48. 48. How Marketers Are Responding<br />
  49. 49. Consumers have gone digitalMarketers need to catch up<br />Consumers<br />Marketers<br />66% of smartphone users have downloaded a free app<br />40% have downloaded a paid app<br />34% are interested in receiving mobile coupons<br />35% of CPG manufacturers offer apps<br />30% offer mobile coupons<br />Source: In-store Marketing Institute<br />
  50. 50. Consumers have gone digitalMarketers need to catch up<br />Consumers<br />Marketers<br />65% of smartphone users have used their GPS<br />Almost 70 million smartphones with embedded readers for codes will be in the marketplace by 2012<br />13% are employing location-based services<br />21% are actively engaged with QR codes<br />Source: In-store Marketing Institute<br />
  51. 51. Current Mobile Landscape<br />10% of users generate 80% of volume<br />20% of retailers have a mobile marketing strategy<br />30% of HH use their mobile device as their primary computer<br />Source: *Arc, Carrie Newman; **Forrester Reseach/Shop.org; <br />***Morgan Stanley<br />
  52. 52. KEY STATS<br />288%increase in online coupons<br />149%increase in local searches<br />209% increase in recipe searches<br />188% increase in consumer reviews<br />Source: Google<br />
  53. 53. The Digital Path<br />Text/SMS: regularly used by 68% of all Smartphone users, including a high adoption rate among Baby Boomers <br />Source: Forrester Reseach/Shop.org;<br />
  54. 54. The Digital Path<br />Readers: Almost 70 million smartphones with embedded QR, 2D, UPC readers will be in the marketplace by 2012.<br />QR Codes: Less than 1% of shoppers, in a Fall 2010 survey, said they havescanned a QR code<br />Source: Forrester Reseach/Shop.org;<br />
  55. 55. Launched mPerks – a mobile coupon program that personalizes coupons on a shoppers loyalty card and allows redemption simply by entering your phone number at the checkout. <br />Some Meijer stores are testing “FindIt”, an app that enables shoppers to locate products within the store through a GPS system while in the store. <br />Meijer also has a robust text and voice mail program. <br />A pioneer in mobile marketing, Walgreens enables customers to view product inventories, reorder prescriptions, and access photo developing through their Smartphone. <br />
  56. 56. Location-Based Marketing<br />Best Buy helped to start Shopkick – the location-based multi-retailer incentive app. Macy’s, American Eagle, and others have joined forces.<br />Best Buy will send offers to loyalists when the enter the store<br />
  57. 57. A Whole New Arsenal of Tools<br />
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  66. 66. SixSmarter, Faster Ideas for a Better Shopper Marketing Plan<br />
  67. 67. 6Smarter and Faster Ideas for a Better Shopper Marketing Plan <br />INTEGRATION<br />COLLABORATION<br />IMPLEMENTATION<br />DIFFERENTIATION<br />DOCUMENTATION<br />INSPIRATION<br />
  68. 68. 6Smarter and Faster Ideas for a Better Shopper Marketing Plan <br />INTEGRATION<br />COLLABORATION<br />IMPLEMENTATION<br />DIFFERENTIATION<br />DOCUMENTATION<br />INSPIRATION<br />
  69. 69. 6Smarter and Faster Ideas for a Better Shopper Marketing Plan <br />INTEGRATION<br />COLLABORATION<br />IMPLEMENTATION<br />DIFFERENTIATION<br />VALIDATION<br />INSPIRATION<br />
  70. 70. 6Smarter and Faster Ideas for a Better Shopper Marketing Plan <br />INTEGRATION<br />COLLABORATION<br />IMPLEMENTATION<br />DIFFERENTIATION<br />VALIDATION<br />INSPIRATION<br />
  71. 71. 6Smarter and Faster Ideas for a Better Shopper Marketing Plan <br />INTEGRATION<br />COLLABORATION<br />IMPLEMENTATION<br />DIFFERENTIATION<br />VALIDATION<br />INSPIRATION<br />
  72. 72. 6Smarter and Faster Ideas for a Better Shopper Marketing Plan <br />INTEGRATION<br />COLLABORATION<br />IMPLEMENTATION<br />DIFFERENTIATION<br />VALIDATION<br />INSPIRATION<br />
  73. 73. Questions…<br />Email us at:<br />kjohns@brunnerworks.com<br />and <br />dlied@brunnerworks.com<br />
  74. 74. Digital and the Path-to-Purchase<br />February 2011<br />

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