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A Walk Along The New Path to Purchase
“This ain’t no funnel”
By John Andrews, CMO Ignite Social Media/Carusele
© 2015 Ignite Social Media – Proprietary & Confidential 2
Overview
Digital media channels now account for 52% of
time spent among US adults. This creates both
opportunity and challenge for marketers seeking to
engage with consumers.
Along the path to purchase, is trend is no different
as visual content creates new patterns of shopper
behavior. From discovery to conversion, digital
channels are increasingly where consumers are
getting information, inspiration and offers.
The New Path to Purchase
There is no one path, there are many stepping stones.
Source: Open Brand by Kelly Mooney
© 2015 Ignite Social Media – Proprietary & Confidential 3
Social Media Driving More Than 30% of Web Referrals
Consumers are spending more
time on social channels leading to
other digital connections
Source: Shareaholic – In Q4, Social Media Drove
31.24% of Overall Traffic to Sites
© 2015 Ignite Social Media – Proprietary & Confidential 4
Marketing is Adapting to Changing Consumer Behavior
Marketers are shifting $$$ to follow consumers
across social channels.
Source: Page Yourself – Macy’s Instagram advertising
© 2015 Ignite Social Media – Proprietary & Confidential 5
Social Shoppers Are Spending More
Consumers that click through from
social networks to retail site spend
an average of 8.2% more.
Marketers can increase their
results by engaging consumers on
social channels.
Image Source: thisiscapital.com
© 2015 Ignite Social Media – Proprietary & Confidential 6
11 Ways to Create Value Along The Social Path to Purchase
1. Connect Physical and Digital Using Beacons - Stealz
Beacon based applications are
quickly connecting shoppers
in-store. Stealz connects in
and near retail environments
turning into co-marketers by
incentivizing connection and
sharing.
8© 2015 Ignite Social Media – Proprietary & Confidential
2. Build Omni-catalogs
Walgreens is integrating influential content
creators to help it build its omnichannel photo
catalog content and then leverage their
audiences to build awareness, engagement
and conversion.
9© 2015 Ignite Social Media – Proprietary & Confidential
Note: Walgreens is a client of Ignite Social Media and leveraged our
Carusele media platform for this project.
3. Remove Friction From Payments
Source: pymnts
© 2015 Ignite Social Media – Proprietary & Confidential 10
Apple Pay has already become the
#1 payment system for Staples.com.
Initial data from Apple Pay shows
that users spend more per
transaction purchase more often than
non-users.
4. Unbundle Offerings Using Mobile
Traditionally meals come with a table. Thanks to
new services, restaurants can unbundle that meal
and the table allowing for better capacity usage
matched to consumer demand. Waiting can
become a thing of the past for those willing to pay
for premium times.
© 2015 Ignite Social Media – Proprietary & Confidential 11
Source: Thecarriesource.com
5. Define Retail Differently
12© 2015 Ignite Social Media – Proprietary & Confidential
Walmart recently opted out of a Google
service that connects consumers to
local deals in their area via search by
aggregating local inventory and pricing.
Google essentially assumes the role of
a retailer by helping shoppers discover
and acquire goods and services.
Source: pymnts.com
6. Inspire Through Content Marketing
Many companies are leveraging
content marketing to connect with
consumers along the path to
purchase. Ryobi is using motivational
content featuring great lawns for
entertaining to create interest for its
electric mowers.
Source: The Reluctant Entertainer
© 2015 Ignite Social Media – Proprietary & Confidential 13
7. Create Cross-channel Social
© 2015 Ignite Social Media – Proprietary & Confidential 14
Stuart Weitzman leverages Instagram
to capture imagination and Facebook
to drive deeper engagement. The
campaign is leveraging completely
new consumer discovery paths based
on content discovery and conversion.
Source: Adweek
8. Leverage Multi-channel Content Marketing
© 2015 Ignite Social Media – Proprietary & Confidential 15
Lord and Taylor created
demand for its Spring dress
line by leveraging
Instagram influencers. The
dress sold out and created
interest for other spring
offerings from the retailer.
Source: Adweek
9. Wrist-side Path to Purchase
16© 2015 Ignite Social Media – Proprietary & Confidential
Wearable information and data is
poised to transform shopping as
consumers interact with their
environment more seamlessly.
Companies like Retale are
already building location based
marketing apps for the device.
Source: Forbes.com
10. Integrate Social Promotions
Pyrex is celebrating the 100th anniversary
of its iconic kitchenwear with a year-long
360° celebration. The brand is leveraging
social media to not only link together PR,
in-store and promotional efforts, but also to
create engaging content that inspires fans
to create and share.
17© 2015 Ignite Social Media – Proprietary & Confidential
Source: Partybluprintsblog.com
11. Enable Seamless Shopping
© 2015 Ignite Social Media – Proprietary & Confidential 18
The Amazon Echo is an interesting new push
to effortlessly bridge retail channels. The
voice-activated device can store shopping
lists, provide information, play music and
manage home automation.
Shopping lists will be able to be ordered
simply via voice command giving Amazon a
direct connection to consumer demand.
Source: John Andrews Twitter
About the Author
John is CMO at Ignite Social Media the original social media agency and
CMO/Co-Founder of Carusele. He is helping to shape the future of marketing
through great consumer engagement across new media channels. John has
20+ years experience in consumer packaged goods and retail marketing
including 8 years of ground up social media knowledge which he leverages to
build new media formats in the shopper marketing space. He is the founder of
Collective Bias Shopper Media Company and creator of Walmart Elevenmoms
social marketing platform.
John and his wife Mary Shannon and daughter Mary Catherine live in Raleigh,
NC.
You can contact John at john.andrews@ignitesocialmedia, 919.810.5159 or
@katadhin on social channels.
19© 2015 Ignite Social Media – Proprietary & Confidential

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Along the digital path to purchase 2015

  • 1. A Walk Along The New Path to Purchase “This ain’t no funnel” By John Andrews, CMO Ignite Social Media/Carusele
  • 2. © 2015 Ignite Social Media – Proprietary & Confidential 2 Overview Digital media channels now account for 52% of time spent among US adults. This creates both opportunity and challenge for marketers seeking to engage with consumers. Along the path to purchase, is trend is no different as visual content creates new patterns of shopper behavior. From discovery to conversion, digital channels are increasingly where consumers are getting information, inspiration and offers.
  • 3. The New Path to Purchase There is no one path, there are many stepping stones. Source: Open Brand by Kelly Mooney © 2015 Ignite Social Media – Proprietary & Confidential 3
  • 4. Social Media Driving More Than 30% of Web Referrals Consumers are spending more time on social channels leading to other digital connections Source: Shareaholic – In Q4, Social Media Drove 31.24% of Overall Traffic to Sites © 2015 Ignite Social Media – Proprietary & Confidential 4
  • 5. Marketing is Adapting to Changing Consumer Behavior Marketers are shifting $$$ to follow consumers across social channels. Source: Page Yourself – Macy’s Instagram advertising © 2015 Ignite Social Media – Proprietary & Confidential 5
  • 6. Social Shoppers Are Spending More Consumers that click through from social networks to retail site spend an average of 8.2% more. Marketers can increase their results by engaging consumers on social channels. Image Source: thisiscapital.com © 2015 Ignite Social Media – Proprietary & Confidential 6
  • 7. 11 Ways to Create Value Along The Social Path to Purchase
  • 8. 1. Connect Physical and Digital Using Beacons - Stealz Beacon based applications are quickly connecting shoppers in-store. Stealz connects in and near retail environments turning into co-marketers by incentivizing connection and sharing. 8© 2015 Ignite Social Media – Proprietary & Confidential
  • 9. 2. Build Omni-catalogs Walgreens is integrating influential content creators to help it build its omnichannel photo catalog content and then leverage their audiences to build awareness, engagement and conversion. 9© 2015 Ignite Social Media – Proprietary & Confidential Note: Walgreens is a client of Ignite Social Media and leveraged our Carusele media platform for this project.
  • 10. 3. Remove Friction From Payments Source: pymnts © 2015 Ignite Social Media – Proprietary & Confidential 10 Apple Pay has already become the #1 payment system for Staples.com. Initial data from Apple Pay shows that users spend more per transaction purchase more often than non-users.
  • 11. 4. Unbundle Offerings Using Mobile Traditionally meals come with a table. Thanks to new services, restaurants can unbundle that meal and the table allowing for better capacity usage matched to consumer demand. Waiting can become a thing of the past for those willing to pay for premium times. © 2015 Ignite Social Media – Proprietary & Confidential 11 Source: Thecarriesource.com
  • 12. 5. Define Retail Differently 12© 2015 Ignite Social Media – Proprietary & Confidential Walmart recently opted out of a Google service that connects consumers to local deals in their area via search by aggregating local inventory and pricing. Google essentially assumes the role of a retailer by helping shoppers discover and acquire goods and services. Source: pymnts.com
  • 13. 6. Inspire Through Content Marketing Many companies are leveraging content marketing to connect with consumers along the path to purchase. Ryobi is using motivational content featuring great lawns for entertaining to create interest for its electric mowers. Source: The Reluctant Entertainer © 2015 Ignite Social Media – Proprietary & Confidential 13
  • 14. 7. Create Cross-channel Social © 2015 Ignite Social Media – Proprietary & Confidential 14 Stuart Weitzman leverages Instagram to capture imagination and Facebook to drive deeper engagement. The campaign is leveraging completely new consumer discovery paths based on content discovery and conversion. Source: Adweek
  • 15. 8. Leverage Multi-channel Content Marketing © 2015 Ignite Social Media – Proprietary & Confidential 15 Lord and Taylor created demand for its Spring dress line by leveraging Instagram influencers. The dress sold out and created interest for other spring offerings from the retailer. Source: Adweek
  • 16. 9. Wrist-side Path to Purchase 16© 2015 Ignite Social Media – Proprietary & Confidential Wearable information and data is poised to transform shopping as consumers interact with their environment more seamlessly. Companies like Retale are already building location based marketing apps for the device. Source: Forbes.com
  • 17. 10. Integrate Social Promotions Pyrex is celebrating the 100th anniversary of its iconic kitchenwear with a year-long 360° celebration. The brand is leveraging social media to not only link together PR, in-store and promotional efforts, but also to create engaging content that inspires fans to create and share. 17© 2015 Ignite Social Media – Proprietary & Confidential Source: Partybluprintsblog.com
  • 18. 11. Enable Seamless Shopping © 2015 Ignite Social Media – Proprietary & Confidential 18 The Amazon Echo is an interesting new push to effortlessly bridge retail channels. The voice-activated device can store shopping lists, provide information, play music and manage home automation. Shopping lists will be able to be ordered simply via voice command giving Amazon a direct connection to consumer demand. Source: John Andrews Twitter
  • 19. About the Author John is CMO at Ignite Social Media the original social media agency and CMO/Co-Founder of Carusele. He is helping to shape the future of marketing through great consumer engagement across new media channels. John has 20+ years experience in consumer packaged goods and retail marketing including 8 years of ground up social media knowledge which he leverages to build new media formats in the shopper marketing space. He is the founder of Collective Bias Shopper Media Company and creator of Walmart Elevenmoms social marketing platform. John and his wife Mary Shannon and daughter Mary Catherine live in Raleigh, NC. You can contact John at john.andrews@ignitesocialmedia, 919.810.5159 or @katadhin on social channels. 19© 2015 Ignite Social Media – Proprietary & Confidential