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It's all E-commerce: How
the Social, Local, Mobile
Web Affects Sales Online
and Offline January 15, 2013
Tim Peter
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Your moderator for today: Frank Reed
Managing Editor of
#11
marketingpilgrim.com
Director of Sales
edgeworksgroup.com
Weekly contributor to blog
“Frank Fridays”
@frankreed frank@edgeworksgroup.com 919-285-1515
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Thanks to all of
It's all E-commerce: our sponsors
How the Social, Local,
Mobile Web Affects
Sales Online and
Offline
Tim Peter
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Click the orange arrow
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Your speaker for today: Tim Peter
President of
Instructor at Rutgers University
Blogger at
@tcpeter tim@timpeter.com 201-305-0055
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How big is “e-commerce”?
2012 $224.2 billion
2013 $256.0 billion
2014 $289.8 billion
Source: eMarketer, March 2012 and United States Department of Commerce data, December 2012 (US-only e-commerce)
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How big is “e-commerce”?
2012 $224.2 billion
2013
6%-7% $256.0 billion
2014 $289.8 billion
Source: eMarketer, March 2012 and United States Department of Commerce data, December 2012 (US-only e-commerce)
Share data excludes auto dealers, gas stations, fuel dealers, travel and event tickets
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Online contribution
120.0%
100.0% 7.2% 7.6% 8.0% 8.4%
80.0%
38.2% 39.8% 41.1% 42.7%
60.0%
40.0%
54.6% 52.6% 51.2% 49.0%
20.0%
0.0%
2012 2013 2014 2015
Offline only Web-influenced offline Online only
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And yet…
Roughly 60% of
small businesses
don’t have a
website
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Source: Google http://www.thinkwithgoogle.com/insights/featured/five-stages-of-travel/ & http://www.thinkwithgoogle.com/insights/library/studies/the-zero-moment-of-truth-macro-
study/
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Here’s a question…
“Why?”
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Because
we’ve trained
them to
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•44% of all cell users
•40% of those 35-44
•50% of smartphone
owners
•60% of those 18-34
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953 Million 6.1 Billion
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Source: Mary Meeker & Liang Wu http://www.scribd.com/doc/95259089/KPCB-Internet-Trends-2012
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More own mobile phones than toothbrushes
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The purchase funnel doesn’t exist
29
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Remember:
We trained
them not to
do that
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Am I going to enjoy
The online shopping experience myself?
(i.e., your
Transparent
product, service, or
experience)
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Why
should I
buy from
you?
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4 keys to success in a world
where it’s all e-commerce
Think customers NOT channels.
Plan “mobile first.”
Embrace price transparency
Remember: Content is king. Context is queen.
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4 “P’s” of marketing + 1
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Know your customers
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Choose channels based on
customer use
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Is this the end of brand sites? Um… no.
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Think “mobile first”
Mobile isn’t the most
important channel
Mobile isn’t the only
channel
But… don’t try to add
it on later
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Defining “mobile”
Situation vs. device
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Think “task-oriented”:
Disney MyMagic+
RFID “tickets” and
purchasing
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Demand responsive, situation-focused, task-oriented web
design… because your customers will
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Embrace price
transparency
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Embrace price
transparency?
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Embrace price
transparency?
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But what about “showrooming?”
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Doesn’t showrooming divert
sales from stores to the web?
6 in 10 ‘showroomers’ said
they originally planned to
purchase at the store but
changed their mind while
there and instead bought
online
Source: comScore, “State of the
US Online Retail Economy in Q1
2012,” May 2012
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Price must show value
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What separates these stores?
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Create “Likeable,” sharable content
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Social integration
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Context:
“Where u @?” Location, altitude, speed
Past actions, history, selected preferences
Assumed attitudes and emotions based on
actions and situation
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Task-oriented Contextual
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What’s next?
Distance, floor in building, aisle, what direction
Light, dark
Gesture-based control (Think Xbox Kinect or Wii)
Biometrics (Are you excited? Confused?)
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• Store locator (most sites with retail presence)
At home
• Shopping cart function (many “commerce” sites)
• “View-commerce” (Glamour magazine “virtual storefronts”)
Subway/Public • Store locator by station stop (???)
transportation
• Parking information (Streetline Parker, ParkSight)
En route
• In-store pickup (Nordstrom, Apple Store)
• Product locator/store map (Walmart)
• Streamlined checkout/ payment options (Apple Store
In-store EasyPay, eBay, Nordstrom, Google Wallet)
• Price comparison (Amazon, Walmart)
In competitor’s • Coupons and loyalty rewards (Walmart, Shopkick)
store
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What do you want your
customers to do?
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4 keys to success in a world
where it’s all e-commerce
Think customers NOT channels.
Plan “mobile first.”
Embrace price transparency
Remember: Content is king. Context is queen.
61 © 2010 Mike Moran
© 2013 Tim Peter & Associates, LLC
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How big is e-commerce?
It’s all
e-commerce
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Editor's Notes The internet influencesalmost 70% of business among those businesses that do have a website. Location context, in my store, in my competitor’s store, given travel time Context determines airport.