SEO OVERVIEW
CHASING THE DYNAMIC CUSTOMER:
FADING BOUNDARY BETWEEN TRADITIONAL & NEW MEDIA
SPEED OF CHANGE
FACEBOOK DIDN’T EXIST
Thomas Friedman
FACEBOOK DIDN’T EXIST
TWITTER WAS A SOUND
Thomas Friedman
FACEBOOK DIDN’T EXIST
TWITTER WAS A SOUND
THE CLOUD WAS IN THE SKY
Thomas Friedman
FACEBOOK DIDN’T EXIST
TWITTER WAS A SOUND
THE CLOUD WAS IN THE SKY
4G WAS A PARKING SPACE
Thomas Friedman
FACEBOOK DIDN’T EXIST
TWITTER WAS A SOUND
THE CLOUD WAS IN THE SKY
4G WAS A PARKING SPACE
LINKEDIN WAS A PRISON
Thomas Fri...
FACEBOOK DIDN’T EXIST
TWITTER WAS A SOUND
THE CLOUD WAS IN THE SKY
4G WAS A PARKING SPACE
LINKEDIN WAS A PRISON
SKYPE WAS ...
GANNETTLOCAL JOURNEY
Integrated marketing solutions with
emphasis in social and mobile
Validating the
business concept
Loc...
PUBLISHER AGNOSTIC POINT OF VIEW
GOAL
Reach target
customers
GOAL
Reach target
customers and
deliver the best
ROI
WE’RE TUNING OUT THE NOISE
The average consumer sees 3,000 brand impressions
a day. Media is and will continue to converge...
HARD TO GET OUR ATTENTION
1972 – 34 SHARE 1982 – 28.4 SHARE 1991 – 21.3 SHARE 2001 – 15 SHARE 2011 – 12.9 SHARE
THE CONSUMER IS IN CONTROL
•  People ARE talking about YOUR business
•  Customers are becoming Mayors
•  Reviews are being...
EVOLUTION OF MARKETING
<1990 1990s 1999 2000s 2010
Direct Mail
Telephone
Television
Radio
Print
Display
IM
Email
Direct Ma...
MEDIA FRAGMENTATION CONTINUES
TO INCREASE
SOURCE: LCM Wave 16 Q3/2012 (and prior waves, if relevant). Methodology: Online ...
SMBs ARE BUILDING A ROBUST
ONLINE PRESENCE
SOURCE: LCM Wave 16 Q3/2012 (and prior waves, if relevant). Methodology: Online...
MOST LOCAL WEBSITES ARE POOR
•  Only 13% have a local phone number on the home page
•  Only 24% have an email address on t...
TODAY’S SALES FUNNEL IS MORE LIKE
A FLIGHT MAP
77% OF VIEWERS USE ANOTHER DEVICE
WHILE THEY ARE WATCHING TV
SOURCES OF INFORMATION NEEDED BEFORE
MAKING A BUYING DECISION
15
10
5
0
2010 2011
5.3
10.4
Source: Google ZMOT Handbook, 2...
CONSUMERS USING SEARCH ENGINES TO FIND
WEBSITES, PRE-PURCHASE
Source: Google ZMOT Handbook, 2012
75
100
50
25
0
2004 2012
...
GOOGLE DECLARES FIRST NONLINE
SHOPPING SEASON
Lines between offline and online shopping experiences are blurring
THE DYNAMIC CONSUMER
JOURNEY: CHANGING YOUR
MARKETING STRATEGY
“When  marketers  understand  this  journey  and  
direct  ...
BACK IN THE DAY: EASY PURCHASE PROCESS
Todd Ebert, Rethinking the Consumer Buying Process, Oct 2011
TARGET
Generate Leads
...
WINNING THE ZERO MOMENT OF TRUTH
Source: Google/ Shopper Sciences, Zero Moment of Truth Study April 2011
DYNAMIC CONSUMER JOURNEY
Source: Google/ Shopper Sciences, Zero Moment of Truth Study April 2011
TODAY’S CONSUMER:
COMPLEX PURCHASE PATH
Todd Ebert, Rethinking the Consumer Buying Process, Oct 2011
At each stage, consum...
NEW PURCHASE JOURNEY
NEW PURCHASE JOURNEY
NEW PURCHASE JOURNEY
CROSS CHANNEL INTEGRATION
PAID, EARNED & OWNED MEDIA
SOURCE: The Converged Media Imperative: How Brands Must Combine Paid, Owned & Earned Media Alti...
CONVERGED MEDIA DEFINITION
•  Two or more channels of paid, earned and owned media.
•  Consistent storyline, look and feel...
CREATING BRANDED ‘SURROUND SOUND’:
How media types influence and enable each other
© 2012 Altimeter Group
PAID
OWNED
EARNE...
THE POWER OF INTEGRATION
THE CHANGING BUYING CYCLE – REAL ESTATE
Discovery Research Selection Closing
Buyer first thinks
about purchasing
new home
...
THE CHANGING BUYING CYCLE – REAL ESTATE
Discovery Research Selection Closing
Buyer actively
seeks specifics
Neighborhoods,...
THE CHANGING BUYING CYCLE – REAL ESTATE
Discovery Research Selection Closing
Buyer becomes
more
discriminating
Comfortable...
THE OLD BUYER LIFE CYCLE – REAL ESTATE
Discovery Research Selection Closing
Sales function,
not marketing
Discovery Research Selection Closing
Agent Entry Point
THE OLD BUYER LIFE CYCLE – REAL ESTATE
Homes Viewed
Attributes Cons...
TODAY’S HOME BUYER – REAL ESTATE
Homes Viewed
Attributes Considered
Source: The Winning Real Estate Brokerage, Alex Zoghli...
OLD BUYER LIFE CYCLE VS. NEW BUYER
LIFE CYCLE
Discovery Research Selection Closing
Agent Entry Point
Discovery Research Se...
ART & SCIENCE OF MARKETING:
MARKETING MIX OPTIMIZATION PLAYBOOK
•  The art of marketing helps you coordinate marketing
cha...
EFFECTIVE MARKETING PROGRAMS MUST
SUPPORT THE CUSTOMER LIFE CYCLE
•  Reach channels support
discovery
•  Depth channels su...
REACH CHANNELS SUPPORT THE DISCOVER
PHASE OF THE LIFE CYCLE
RELATIONSHIP CHANNELS SUPPORT THE
ENGAGE PHASE OF THE LIFE CYCLE
THE MARKETING RADAR MODEL SUPPORTS THE
ENTIRE CUSTOMER LIFE CYCLE
Reach channels
To succeed using this model:
•  Both offl...
BUYING A MASSAGE
BUYING KITCHEN SUPPLIES
TARGETENGAGECONVERTLOYALTY 1 3 52 4 6 7 8
On Facebook and
sees ad for cool
kitchen supplies from
l...
BUYING FURNITURE
TARGETENGAGECONVERTLOYALTY 1 3 112 4 12 16 17-34 35 42 45
Sees TV commercial
on seasonal sale
Retargeting...
BUYING A CAR
TARGETENGAGECONVERTLOYALTY 1DAY 3 222 15 23-37 37 38
Likes the Facebook
brand page to get service
discount co...
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Chasing the Dynamic Customer

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Today's consumer uses multiple resources when determining each purchase. Is your business using the right channels to reach them?

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Chasing the Dynamic Customer

  1. 1. SEO OVERVIEW CHASING THE DYNAMIC CUSTOMER: FADING BOUNDARY BETWEEN TRADITIONAL & NEW MEDIA
  2. 2. SPEED OF CHANGE
  3. 3. FACEBOOK DIDN’T EXIST Thomas Friedman
  4. 4. FACEBOOK DIDN’T EXIST TWITTER WAS A SOUND Thomas Friedman
  5. 5. FACEBOOK DIDN’T EXIST TWITTER WAS A SOUND THE CLOUD WAS IN THE SKY Thomas Friedman
  6. 6. FACEBOOK DIDN’T EXIST TWITTER WAS A SOUND THE CLOUD WAS IN THE SKY 4G WAS A PARKING SPACE Thomas Friedman
  7. 7. FACEBOOK DIDN’T EXIST TWITTER WAS A SOUND THE CLOUD WAS IN THE SKY 4G WAS A PARKING SPACE LINKEDIN WAS A PRISON Thomas Friedman
  8. 8. FACEBOOK DIDN’T EXIST TWITTER WAS A SOUND THE CLOUD WAS IN THE SKY 4G WAS A PARKING SPACE LINKEDIN WAS A PRISON SKYPE WAS A TYPO…all that changed in 6 years Thomas Friedman
  9. 9. GANNETTLOCAL JOURNEY Integrated marketing solutions with emphasis in social and mobile Validating the business concept Local starts to look more like amazon Introducing digital products to our media properties Social media gains local traction Deal of the Day exploded into the local space
  10. 10. PUBLISHER AGNOSTIC POINT OF VIEW GOAL Reach target customers GOAL Reach target customers and deliver the best ROI
  11. 11. WE’RE TUNING OUT THE NOISE The average consumer sees 3,000 brand impressions a day. Media is and will continue to converge as brands are challenged to intercept this elusive customer, regardless of medium, channel or time of day.
  12. 12. HARD TO GET OUR ATTENTION 1972 – 34 SHARE 1982 – 28.4 SHARE 1991 – 21.3 SHARE 2001 – 15 SHARE 2011 – 12.9 SHARE
  13. 13. THE CONSUMER IS IN CONTROL •  People ARE talking about YOUR business •  Customers are becoming Mayors •  Reviews are being made •  Photos shared instantly
  14. 14. EVOLUTION OF MARKETING <1990 1990s 1999 2000s 2010 Direct Mail Telephone Television Radio Print Display IM Email Direct Mail Telephone Television Radio Print Display Website Search Online Display IM Email Direct Mail Telephone Television Radio Print Display Website Search Online Display Paid Search Landing Pages Microsites Online Video Webinars Affiliate Marketing Mobile Email SMS IM Email Direct Mail Telephone Television Radio Print Display Website Search Online Display Paid Search Landing Pages Microsites Online Video Webinars Affiliate Marketing Blogs RSS Podcasts Contextual Wikis Mobile Web MySpace Addressable Voice Mobile Email SMS + MMS IM Email Direct Mail Telephone Television Radio Print Display Website Search Online Display Paid Search Landing Pages Microsites Online Video Webinars Affiliate Marketing Blogs RSS Podcasts Contextual Wikis Mobile Web MySpace Behavioral Facebook Twitter YouTube Virtual Worlds Augmented Reality Widgets Flickr Location-Based (e.g. Foursquare)
  15. 15. MEDIA FRAGMENTATION CONTINUES TO INCREASE SOURCE: LCM Wave 16 Q3/2012 (and prior waves, if relevant). Methodology: Online panels. Findings may not be statistically significant. Average Number of Media Used by SMBs for Advertising and Promotion
  16. 16. SMBs ARE BUILDING A ROBUST ONLINE PRESENCE SOURCE: LCM Wave 16 Q3/2012 (and prior waves, if relevant). Methodology: Online panels. Findings may not be statistically significant. The typical SMB now has multiple “presences” online. We measure 13 different types of online presence, with some representative results shown below.
  17. 17. MOST LOCAL WEBSITES ARE POOR •  Only 13% have a local phone number on the home page •  Only 24% have an email address on the website •  36% of websites are only a single page
  18. 18. TODAY’S SALES FUNNEL IS MORE LIKE A FLIGHT MAP
  19. 19. 77% OF VIEWERS USE ANOTHER DEVICE WHILE THEY ARE WATCHING TV
  20. 20. SOURCES OF INFORMATION NEEDED BEFORE MAKING A BUYING DECISION 15 10 5 0 2010 2011 5.3 10.4 Source: Google ZMOT Handbook, 2012
  21. 21. CONSUMERS USING SEARCH ENGINES TO FIND WEBSITES, PRE-PURCHASE Source: Google ZMOT Handbook, 2012 75 100 50 25 0 2004 2012 83 61
  22. 22. GOOGLE DECLARES FIRST NONLINE SHOPPING SEASON Lines between offline and online shopping experiences are blurring
  23. 23. THE DYNAMIC CONSUMER JOURNEY: CHANGING YOUR MARKETING STRATEGY “When  marketers  understand  this  journey  and   direct  their  spending  and   messaging  to  the   moments  of  maximum  influence, they  stand  a   much  greater  chance  of  reaching   consumers   in  the  RIGHT  PLACE  at  the  RIGHT  TIME   with the  RIGHT  MESSAGE.” David Court Director Sales & Marketing Practice McKinsey & Company
  24. 24. BACK IN THE DAY: EASY PURCHASE PROCESS Todd Ebert, Rethinking the Consumer Buying Process, Oct 2011 TARGET Generate Leads ENGAGE Nurture Leads CONVERT Incent/Motivate LOYALTY Saw traditional offline ads Asked friends Checked Print Directories Spread Word-of-Mouth ? Yellow Pages
  25. 25. WINNING THE ZERO MOMENT OF TRUTH Source: Google/ Shopper Sciences, Zero Moment of Truth Study April 2011
  26. 26. DYNAMIC CONSUMER JOURNEY Source: Google/ Shopper Sciences, Zero Moment of Truth Study April 2011
  27. 27. TODAY’S CONSUMER: COMPLEX PURCHASE PATH Todd Ebert, Rethinking the Consumer Buying Process, Oct 2011 At each stage, consumers are influenced by multiple forms of media. Online Advertising Reviews Content Sites Search DirectoriesSocial Media Business Sites/Blogs Deals & Offers CONVERT ENGAGE TARGET TARGET Generate Leads ENGAGE Nurture Leads CONVERT Incent/Motivate LOYALTY
  28. 28. NEW PURCHASE JOURNEY
  29. 29. NEW PURCHASE JOURNEY
  30. 30. NEW PURCHASE JOURNEY
  31. 31. CROSS CHANNEL INTEGRATION
  32. 32. PAID, EARNED & OWNED MEDIA SOURCE: The Converged Media Imperative: How Brands Must Combine Paid, Owned & Earned Media Altimeter Group, July 2012 Display, banner ads, print ads, TV, Radio, PPC ads, Billboards, Direct Mail Corporate website, website, corporate blog
  33. 33. CONVERGED MEDIA DEFINITION •  Two or more channels of paid, earned and owned media. •  Consistent storyline, look and feel. •  All channels work in harmony, enabling brands to reach customers throughout the customer journey © 2012 Altimeter Group
  34. 34. CREATING BRANDED ‘SURROUND SOUND’: How media types influence and enable each other © 2012 Altimeter Group PAID OWNED EARNED Drives volum e to brand Drives volume Provides platform Provides platform Instructs where to amplify Inform s innovation, creative
  35. 35. THE POWER OF INTEGRATION
  36. 36. THE CHANGING BUYING CYCLE – REAL ESTATE Discovery Research Selection Closing Buyer first thinks about purchasing new home Motivated by desire or need; not “finding,” but “ruling out” Understand process, tools available, market landscape Self Directed
  37. 37. THE CHANGING BUYING CYCLE – REAL ESTATE Discovery Research Selection Closing Buyer actively seeks specifics Neighborhoods, property attributes, narrow possibilities Aware of brands and agents, may place home on market Heavy Web Use
  38. 38. THE CHANGING BUYING CYCLE – REAL ESTATE Discovery Research Selection Closing Buyer becomes more discriminating Comfortable with knowledge Shorten list of target homes, attributes considered increase Commit to Relationship; Ideal Agent Lead
  39. 39. THE OLD BUYER LIFE CYCLE – REAL ESTATE Discovery Research Selection Closing Sales function, not marketing
  40. 40. Discovery Research Selection Closing Agent Entry Point THE OLD BUYER LIFE CYCLE – REAL ESTATE Homes Viewed Attributes Considered Source: The Winning Real Estate Brokerage, Alex Zoghlin, VHT, Fall 2011.
  41. 41. TODAY’S HOME BUYER – REAL ESTATE Homes Viewed Attributes Considered Source: The Winning Real Estate Brokerage, Alex Zoghlin, VHT, Fall 2011. Discovery Research Selection Closing Agent Entry Point
  42. 42. OLD BUYER LIFE CYCLE VS. NEW BUYER LIFE CYCLE Discovery Research Selection Closing Agent Entry Point Discovery Research Selection Closing Agent Entry Point Old Buyer Life Cycle New Buyer Life Cycle Homes Viewed Attributes Considered Source: The Winning Real Estate Brokerage, Alex Zoghlin, VHT, Fall 2011. Lead Capture Opportunity
  43. 43. ART & SCIENCE OF MARKETING: MARKETING MIX OPTIMIZATION PLAYBOOK •  The art of marketing helps you coordinate marketing channels, and the messages you put into those channels, based on where in the customer life cycle each channel is most effective. •  Activating brand assets across channels to support the customer life cycle. •  The science of marketing taps into the rich data associated with all of these channels so that you can make an investment decision based on desired outcomes rather than past investment levels and rule of thumb. •  Increasing customer fragmentation demands we get better on the link to business outcomes
  44. 44. EFFECTIVE MARKETING PROGRAMS MUST SUPPORT THE CUSTOMER LIFE CYCLE •  Reach channels support discovery •  Depth channels support exploration and purchase •  Relationship channels support engagement
  45. 45. REACH CHANNELS SUPPORT THE DISCOVER PHASE OF THE LIFE CYCLE
  46. 46. RELATIONSHIP CHANNELS SUPPORT THE ENGAGE PHASE OF THE LIFE CYCLE
  47. 47. THE MARKETING RADAR MODEL SUPPORTS THE ENTIRE CUSTOMER LIFE CYCLE Reach channels To succeed using this model: •  Both offline and online channels feature heavily at every stage of the customer lifecycle •  PEO describes only the characteristics of media channels rather than customers relationships with those channels. •  Marketing plans and budgets must focus on how channels support the customer journey Depth channels Relationship channels
  48. 48. BUYING A MASSAGE
  49. 49. BUYING KITCHEN SUPPLIES TARGETENGAGECONVERTLOYALTY 1 3 52 4 6 7 8 On Facebook and sees ad for cool kitchen supplies from local business Clicks on Facebook landing page which takes her to local business website to look for merchandise inventory Sees print ad announcing weekend sale on frying pans Uses mobile to look up Google+ local page to get driving directions and decides to call and ask about specific item in stock Uses mobile phone to scan barcodes to see if frying pans are cheaper anywhere near store location, finds cheapest price at Amazon but wants it now Purchases 10” Calphalon frying pan Provides email address to local business for updates on cooking classes Likes Facebook page after receiving email to get 25% off on cooking class Likes the brand on Facebook and writes a positive comment on the brand page $$ Surfing the web on recipe sites and sees retargeting display ads for local business 25% DAY
  50. 50. BUYING FURNITURE TARGETENGAGECONVERTLOYALTY 1 3 112 4 12 16 17-34 35 42 45 Sees TV commercial on seasonal sale Retargeting Ad Retargeting Ad Retargeting Ad TV Commercial TV Commercial TV Commercial Searches for latest trends in couches Facebook friend recommends a few stores Friend sees her foursquare check-in on Facebook and comments how much she enjoyed working with a particular sales rep Email inviting her to an after hours event to unveil new fashion line of couches, she replies to invite online Attends VIP event, seeks out sales rep recommended by friend Visits local business websites to look at styles STORE Asks Facebook friends if they know a place to shop with cool styles VIP Purchases the couch $$ Likes the brand on Facebook and writes a positive comment on the brand page DAY
  51. 51. BUYING A CAR TARGETENGAGECONVERTLOYALTY 1DAY 3 222 15 23-37 37 38 Likes the Facebook brand page to get service discount coupons Visits car manufacturer sites to look for cars Mobile search while out on the weekend to visit a few dealerships in the area Researches and compares car prices and inventory on cars.com and AutoTrader.com, visits a few dealer websites Searches for car on Google, visits a few dealer websites Discovered from Google search, a YouTube video produced by local auto dealership comparing two brand cars in same class Searches for each dealership on Google reading reviews on Google+ local and Yelp, eliminates one dealership off the list due to negative sentiment Negotiates with a few dealerships online, provides email address and mobile phone number Print ad from dealership with end of the clearance pricing TV commercial for one of the brands of cars on the list While surfing the web & facebook sees ads from one dealership he tried to buy the car from Picks dealerships based on brands remembers seeing newspaper ads Purchases the car $$

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