Presentation for eTail East 2012 in Boston. 8/14/2012 by Chris Reighley Intelligent Relevancy at All Touchpoints

1. INTELLIGENT RELEVANCY AT ALL
TOUCHPOINTS

2. INTRODUCTIONS
Chris Reighley
Former Director of eCommerce
@chrisreighley

5. Over 53% of consumers touch 2 or
more touchpoints on the path to
purchase online. eTailers are seeing
over 15% of their traffic coming from
Mobile Devices. Plus research shows
that 80% of consumers coming to your
site have already made a purchasing
decision before come to your site.

14. Consumer Decision Making Process
1. Problem recognition
2. Information search
3. Evaluation of alternatives
4. Purchase decision
5. Post-purchase behavior

15. MULTIPLE TOUCHPOINTS
The Purchase Path Of Online Buyers
Sucharita Mulpuru
Forrester Research, Inc.

16. HOW DID CONSUMERS FIND DEALS
The Purchase Path Of Online Buyers
Sucharita Mulpuru
Forrester Research, Inc.

17. TOUCHPOINTS THROUGH THE PATH TO PURCHASE
The Purchase Path Of Online Buyers
Sucharita Mulpuru
Forrester Research, Inc.

18. SMARTPHONE VS. TABLET | SMARTPHONE
Mobile Marketing: Not The same on Tablets as on smartphones
Elizabeth Shaw
Forrester Research, Inc.

19. SMARTPHONE VS. TABLET | TABLET
Mobile Marketing: Not The same on Tablets as on smartphones
Elizabeth Shaw
Forrester Research, Inc.

20. CONSUMPTION OF MEDIA
47%
from Mobile
Device
Smartphones Make Olympic Viewing More Mobile
JULY 20, 2012

21. TAKE HOME POINTS
• Don’t think about your Digital Marketing Tactics – Think about
the CONSUMER path to success.
• You are not SELLING something – You are SOLVING a
PROBLEM.
• Every touchpoint matters – If you are only attributing success to
the last touchpoint you are working in the dark.

22. INTELLIGENT RELEVANCY AT ALL
TOUCHPOINTS
Chris Reighley
Former Director of eCommerce
@chrisreighley