This document discusses trends in digital consumer behavior and retail marketing. It notes that customers expect personalized experiences across channels and devices. Retailers are increasing spending on retargeting and using customer data to drive repeat purchases. Content must resonate emotionally while context and conversation help drive innovation in online shopping. Social media engagement and storytelling can strengthen customer connections.
The document discusses findings from research on customer engagement across different channels. It identifies six key elements of engagement: efficiency, personal touch, trust, consistency, relevance, and control. Interviews found these elements were important but their priority depended on the communication channel. The document also describes how Virgin America applied the findings by renewing focus on traditional channels, optimizing experiences, and continuing to engage social customers through programs like Facebook check-ins.
This document discusses new and mobile media technologies and their impact. It covers how social media platforms have enabled entrepreneurs to create new apps, how angel investors and crowdfunding support startups, and how platforms like Twitter, Instagram and Pinterest have grown. Mobile devices are driving more video and social media engagement. Technologies like geotagging and Google Glass integrate location and hands-free access to social media, while raising issues around privacy and information overload for marketers in an "always on" environment.
1. The document discusses computer-mediated communication (CMC) and how it has influenced relationship formation and online identities over the internet's history.
2. Key aspects of CMC discussed include how it allows for widespread relationship building but can also blur reality, its impacts on social media use and power dynamics, and how it facilitates the spread of internet memes from person to person.
3. While CMC enables connection, it also presents disadvantages like lack of rich communication and potential for online conflict if messages are misinterpreted. Overall CMC is shaped by both individual motivations and cultural influences online.
Full blog post at http://tinyurl.com/3yc8q5. Presented at Graphing Social Patterns, March 3, 2008 in San Diego. Theme: "Social networks will be like air".
The document summarizes strategies for organizations to effectively engage with social media and create social change. It discusses revolutionaries who have successfully used social media to connect with customers and transform organizations. The document also provides a four-step approach for creating a social media strategy involving assessing customer social activities, setting objectives, developing a strategic plan, and choosing appropriate technologies. It emphasizes starting small, thinking big, making social media everyone's responsibility, and being patient, as cultural change takes time.
The document discusses how digital experiences are increasingly important for building brands. It summarizes research from a survey of 1,000 connected US consumers. Some key findings include:
- 65% of consumers had an online experience that changed their opinion of a brand, with 97% saying it influenced a purchase.
- Consumers are actively engaging with brands online through activities like following on Twitter (26%) and friending on Facebook (40%).
- Digital experiences are highly effective at driving awareness, consideration, purchases, and recommendations for brands.
- Brands like Uniqlo, Red Bull, Barbie, Nike, Virgin America, and Microsoft's Bing are excelling by putting experiences first.
1) Location-based marketing is growing rapidly due to the proliferation of smartphones, GPS devices, and faster internet connections. Services like Foursquare are gaining users twice as fast as Twitter.
2) Location data provides value to both consumers and businesses. For consumers, it enables networking, discovery of deals and events, and gamification. For businesses, it allows targeted digital content and offers to invite consumer spending.
3) Major players in this space include Foursquare, Facebook Places, Gowalla, and new entrants focused on specific use cases or verticals. Emerging models include implicit location sharing and team-based game mechanics.
4) Effective campaigns integrate location data into welcome messages, offers, content
The document discusses findings from research on customer engagement across different channels. It identifies six key elements of engagement: efficiency, personal touch, trust, consistency, relevance, and control. Interviews found these elements were important but their priority depended on the communication channel. The document also describes how Virgin America applied the findings by renewing focus on traditional channels, optimizing experiences, and continuing to engage social customers through programs like Facebook check-ins.
This document discusses new and mobile media technologies and their impact. It covers how social media platforms have enabled entrepreneurs to create new apps, how angel investors and crowdfunding support startups, and how platforms like Twitter, Instagram and Pinterest have grown. Mobile devices are driving more video and social media engagement. Technologies like geotagging and Google Glass integrate location and hands-free access to social media, while raising issues around privacy and information overload for marketers in an "always on" environment.
1. The document discusses computer-mediated communication (CMC) and how it has influenced relationship formation and online identities over the internet's history.
2. Key aspects of CMC discussed include how it allows for widespread relationship building but can also blur reality, its impacts on social media use and power dynamics, and how it facilitates the spread of internet memes from person to person.
3. While CMC enables connection, it also presents disadvantages like lack of rich communication and potential for online conflict if messages are misinterpreted. Overall CMC is shaped by both individual motivations and cultural influences online.
Full blog post at http://tinyurl.com/3yc8q5. Presented at Graphing Social Patterns, March 3, 2008 in San Diego. Theme: "Social networks will be like air".
The document summarizes strategies for organizations to effectively engage with social media and create social change. It discusses revolutionaries who have successfully used social media to connect with customers and transform organizations. The document also provides a four-step approach for creating a social media strategy involving assessing customer social activities, setting objectives, developing a strategic plan, and choosing appropriate technologies. It emphasizes starting small, thinking big, making social media everyone's responsibility, and being patient, as cultural change takes time.
The document discusses how digital experiences are increasingly important for building brands. It summarizes research from a survey of 1,000 connected US consumers. Some key findings include:
- 65% of consumers had an online experience that changed their opinion of a brand, with 97% saying it influenced a purchase.
- Consumers are actively engaging with brands online through activities like following on Twitter (26%) and friending on Facebook (40%).
- Digital experiences are highly effective at driving awareness, consideration, purchases, and recommendations for brands.
- Brands like Uniqlo, Red Bull, Barbie, Nike, Virgin America, and Microsoft's Bing are excelling by putting experiences first.
1) Location-based marketing is growing rapidly due to the proliferation of smartphones, GPS devices, and faster internet connections. Services like Foursquare are gaining users twice as fast as Twitter.
2) Location data provides value to both consumers and businesses. For consumers, it enables networking, discovery of deals and events, and gamification. For businesses, it allows targeted digital content and offers to invite consumer spending.
3) Major players in this space include Foursquare, Facebook Places, Gowalla, and new entrants focused on specific use cases or verticals. Emerging models include implicit location sharing and team-based game mechanics.
4) Effective campaigns integrate location data into welcome messages, offers, content
Distributing Brand Experiences: How to Reach Customers Who Won't Sit StillCritical Mass
1. The document discusses how brands can create extraordinary experiences for consumers by being "on demand" and meeting consumers' expectations of having content and services available whenever they want.
2. It advocates for creating an "on demand framework" where brands are insightful, remarkable, valuable, dynamic, portable, conversational, and everywhere consumers need them to be.
3. The document provides tips for brands on identifying marketing objectives, prioritizing touchpoints, building activation plans, and measuring success based on distributing experiences across channels.
The Era of Belief-Based Consumption (presented by Sonic Boom) Sonic Boom
Welcome to the Era of Belief-Based Consumption
The digital era has dramatically shifted the way people build relationships both with brands and with each other. Audiences are becoming increasingly vocal about the values, beliefs, brands, communities, and people with which they identify.
Digital tools have enabled people to find and connect with niche groups with whom they share a set of values, and have equipped them with the information needed to look beneath the surface and past the marketing message. Putting power into the hands of audiences who now collaboratively build, share, and proliferate their own meanings and stories with brands.
This shift in how people leverage their beliefs to build relationships with one another and with organizations is ushering in a new era of consumption. The era of belief-based consumption. An era where audiences increasingly want to do business with brands that believe what they believe. Effectively creating new rules for organizations looking to build deep relationships with their audiences.
For more, contact us at strategy@sonicboom.com
http://beliefbasedconsumption.com
http://sonicboom.com
My Refresh Austin April Prezo on: What is the buzz about Social Business? Is it the same as social media and is it here to stay?
Be entertained as Elizabeth Quintanilla shares her unique approach to tech, business and social media. Learn her distinct point of view of "Social Business" and learn about a valuable concept that should be in every tech, entrepreneurs, biz leaders, analysts, and marketers toolkit. Learn why all of us now wear multiple hats such as customer support, PR, marketing, and more in this current environment of Social Media. Remember Social Business helps you work smarter not harder all the while (if well implemented) more effective.
Presented by Elizabeth Quintanilla, Chief Marketing GunslingerMy Refresh Austin April Prezo on: What is the buzz about Social Business? Is it the same as social media and is it here to stay?
Be entertained as Elizabeth Quintanilla shares her unique approach to tech, business and social media. Learn her distinct point of view of "Social Business" and learn about a valuable concept that should be in every tech, entrepreneurs, biz leaders, analysts, and marketers toolkit. Learn why all of us now wear multiple hats such as customer support, PR, marketing, and more in this current environment of Social Media. Remember Social Business helps you work smarter not harder all the while (if well implemented) more effective.
Presented by Elizabeth Quintanilla, Chief Marketing Gunslinger
Social Media for Retail: Translating “Posts” into ProfitsG3 Communications
According to Gartner, by 2014 social networking services will replace e-mail as the primary vehicle for interpersonal communications for 20% of business uses. Tracking social presence via the number of followers and fans, traffic to web site, social mentions across platforms, share of social conversations and social influence are great ways to measure brand effectiveness – but what comes next? What are leading retailers doing today to mine this platform for actionable insight and truth? And how are they using that insight to meeting their growing business initiatives? Attend this session and learn: 1) Why joining the social media revolution is one of the top 5 ways to avoid losing customers this year; 2) The key data mining techniques and best practices for gaining actionable insight into your customers; and 3) How the right technology platforms can integrate your social media strategy with your overall business goals.
Beyond Advertising: Creating Value Through all Email and Mobile TouchpointsMarketingSherpa
Watch this session live at 2:00pm EST on Wednesday, May 3, 2017. www.marketingsherpa.com/beyond
MarketingSherpa Summit was filled with real-world case studies from your peers. This webinar provides an opportunity to step outside your day-to-day role and ask big questions like, “Where do I want to take my organization, department or individual career?” — and learn how to transform your organization and career with customer-first marketing philosophies.
To help you do that, we’ve invited a pioneering researcher focused on reinventing advertising and marketing. In this webinar, Catharine Hays — the executive director of The Wharton Future of Advertising Program and co-author of “Beyond Advertising: Creating Value Through All Customer Touchpoints” — will share her research into customer-first marketing with over 200 thought leaders in marketing, technology, cultural anthropology and other disciplines from 22 countries.
In this webinar, you will learn:
The five forces of change affecting marketing and advertising
Insights, ideas and frameworks for adapting to how mobile technology has changed brands relationships with customers
How to challenge entrenched mental models of email and mobile marketing and advertising, including example pioneering customer-first marketers are taking
From the SMX West Conference in San Jose, California, March 21-23, 2017. SESSION: Consumer-Led Change: How To Stay Relevant & Build Success. PRESENTATION: Consumer Lead Change: How to Stay Relevant and Build Success - Given by Duane Forrester, @duaneforrester - Bruce Clay Inc., VP, Operations. #SMX #32C3
This document discusses millennials and how businesses need to adapt to them. It defines millennials as those born between the 1980s and 2000s who are digital natives, hyper-connected via technology, and value diversity and inclusion. The document recommends that businesses abolish rigid 9-5 work schedules, remodel open workspaces, listen to millennial voices, and cultivate a philanthropic ethos to engage millennials. Millennial-led businesses are also mobile-centric, use targeted advertising, and emphasize social purpose.
Analysis to Engagement: Demystifying the Digital Communications LandscapeGina Luttrell, PhD
This document discusses the changing digital communications landscape and the skills needed to succeed within it. It notes that consumers now get information from their social networks rather than traditional media outlets. It presents a new model of using analytics to increase reach through shareable content and meaningful brand experiences. It also discusses how the workforce wants clarity, engagement, and accessibility across multiple platforms. Data now drives decisions, and influence models have replaced traditional broadcast models. Building relationships with influencers and targeted engagement are key. Critical skills include using analytics like detectives, reinventing engagement, becoming the best publisher/talent agent, and building new "brains" through predictive modeling. Case studies like Adidas show how to personalize experiences through data insights.
The document discusses how consumer technology is radically changing our lives and the digital trends of cloud, mobile, and social media are changing industries. It highlights how the world has gone social and mobile, with over 1.7 billion people on social networks. It also discusses how consumer expectations have changed with the rise of digital, and that traditional distribution models are outdated. The opportunities that social media provides for finding new clients and recruits are also covered.
Influencing Consumers in the Social Web Nipun Kapur
The social web touches our lives in some way or the other. A great new opportunity for brands to reach their consumers daily.
An Introduction to Cloud 9 Media
Verizon seeks to elevate the in-store experience for millennials through a communications plan. Primary and secondary research was conducted including a focus group, online survey, and in-store observation. Key findings include that Verizon is perceived only as a service provider, not innovative, and employees are seen as more concerned with sales than customer experience. Millennials prefer AT&T's sleek store design but value Verizon's local, community feel. Most are unaware of Verizon's social initiatives. The research aims to make Verizon stores more engaging places that appeal to millennial values and drive more frequent visits.
digital marketing strategy - what happened to top of the pops?John Chacksfield
The document summarizes changes in technology and customer behavior that are impacting businesses. It notes that established companies need to move from passive to active engagement online to better connect with customers. Customers now expect choice, convenience, and social interaction versus interruptive marketing of the past. The rise of digital natives and new media like Facebook requires companies to rethink their online strategies and presence to build relationships with customers.
The document summarizes changes in technology and customer behavior that are impacting businesses. It notes that established companies need to move from passive to active engagement online to better connect with customers. Customers now expect choice, convenience and community through digital channels. The rise of social media also means companies must be part of online conversations to build trust and relationships with customers.
The document summarizes key concepts from Chapter 1 of the book "Marketing 4.0". It discusses how increased connectivity has led to power shifts where customers now have more influence than brands. It also describes how connectivity has transformed customer behavior and led to the rise of online communities. Specifically, it notes how power has shifted from exclusive to inclusive, vertical to horizontal, and individual to social forces. Brands must now view customers as peers in online communities rather than just targets. The implications for marketing strategy formulation are that brands must engage with online customer groups and communities.
Customer data and decisions: How the social data revolution transforms everyt...Andreas Weigend
This document discusses how the social data revolution is transforming businesses and consumer behavior. It covers:
- Individuals now freely share personal information online, empowering themselves as creators rather than passive audiences. This sharing of social data influences everything from product development to customer acquisition.
- For businesses to participate, they must adopt a customer-centric mindset and encourage/embrace social data in their strategies. This includes making it easy for customers to share data and using social data to personalize the customer experience.
- Rules for businesses include treating customers as individuals, empowering them to make informed decisions, and respecting their privacy and control over personal data. Overall, the social data revolution demands that companies shift from broadcast
Anne Mc Crossan - Managing Brands and Brand Culture in Social MediaArjen Strijker
Understanding the implications of Social Media on your Brand Culture and Business Design. Also, basic guidelines are provided on how to develop intangible asset value of your brand while using Social Media. Anne McCrossan – Founder & CEO, Visceral Business
More: http://somesso.com/blog/2009/10/anne-mccrossan-where-is-the-margin-in-social-media/
The document outlines 7 essential functions of an effective product detail page (PDP) on Amazon:
1. Inspires users with content that conveys the brand story, delivers on product promises, and allows users to visualize the product.
2. Drives prominence in search results through seasonally relevant content.
3. Converts users online and in physical stores by enhancing brick-and-mortar sales.
4. Tells a powerful product story through highlights of purchase drivers and prioritizing consumer wants.
5. Recreates the ability to see and touch the product with visual demonstrations.
6. Generates credibility through reviews and ratings to manage expectations.
7. The PDP
Optimizing product content on Amazon can improve visibility and conversion rates. According to the document:
1) 80% of clicks on Amazon come from the first page of search results, so including top searched keywords in titles is important to capture search volume.
2) Product images are highly influential, with 95% of customers viewing an entire image carousel. Testing different image styles can increase click-through rates and conversions.
3) The product description provides the best opportunity to target keywords, as searchers expect to find detailed information to inform their purchase decision. Classifying keywords helps determine what to include in descriptions and carousels.
More Related Content
Similar to Sociomantic at DRS: The Customer Conversion Conundrum
Distributing Brand Experiences: How to Reach Customers Who Won't Sit StillCritical Mass
1. The document discusses how brands can create extraordinary experiences for consumers by being "on demand" and meeting consumers' expectations of having content and services available whenever they want.
2. It advocates for creating an "on demand framework" where brands are insightful, remarkable, valuable, dynamic, portable, conversational, and everywhere consumers need them to be.
3. The document provides tips for brands on identifying marketing objectives, prioritizing touchpoints, building activation plans, and measuring success based on distributing experiences across channels.
The Era of Belief-Based Consumption (presented by Sonic Boom) Sonic Boom
Welcome to the Era of Belief-Based Consumption
The digital era has dramatically shifted the way people build relationships both with brands and with each other. Audiences are becoming increasingly vocal about the values, beliefs, brands, communities, and people with which they identify.
Digital tools have enabled people to find and connect with niche groups with whom they share a set of values, and have equipped them with the information needed to look beneath the surface and past the marketing message. Putting power into the hands of audiences who now collaboratively build, share, and proliferate their own meanings and stories with brands.
This shift in how people leverage their beliefs to build relationships with one another and with organizations is ushering in a new era of consumption. The era of belief-based consumption. An era where audiences increasingly want to do business with brands that believe what they believe. Effectively creating new rules for organizations looking to build deep relationships with their audiences.
For more, contact us at strategy@sonicboom.com
http://beliefbasedconsumption.com
http://sonicboom.com
My Refresh Austin April Prezo on: What is the buzz about Social Business? Is it the same as social media and is it here to stay?
Be entertained as Elizabeth Quintanilla shares her unique approach to tech, business and social media. Learn her distinct point of view of "Social Business" and learn about a valuable concept that should be in every tech, entrepreneurs, biz leaders, analysts, and marketers toolkit. Learn why all of us now wear multiple hats such as customer support, PR, marketing, and more in this current environment of Social Media. Remember Social Business helps you work smarter not harder all the while (if well implemented) more effective.
Presented by Elizabeth Quintanilla, Chief Marketing GunslingerMy Refresh Austin April Prezo on: What is the buzz about Social Business? Is it the same as social media and is it here to stay?
Be entertained as Elizabeth Quintanilla shares her unique approach to tech, business and social media. Learn her distinct point of view of "Social Business" and learn about a valuable concept that should be in every tech, entrepreneurs, biz leaders, analysts, and marketers toolkit. Learn why all of us now wear multiple hats such as customer support, PR, marketing, and more in this current environment of Social Media. Remember Social Business helps you work smarter not harder all the while (if well implemented) more effective.
Presented by Elizabeth Quintanilla, Chief Marketing Gunslinger
Social Media for Retail: Translating “Posts” into ProfitsG3 Communications
According to Gartner, by 2014 social networking services will replace e-mail as the primary vehicle for interpersonal communications for 20% of business uses. Tracking social presence via the number of followers and fans, traffic to web site, social mentions across platforms, share of social conversations and social influence are great ways to measure brand effectiveness – but what comes next? What are leading retailers doing today to mine this platform for actionable insight and truth? And how are they using that insight to meeting their growing business initiatives? Attend this session and learn: 1) Why joining the social media revolution is one of the top 5 ways to avoid losing customers this year; 2) The key data mining techniques and best practices for gaining actionable insight into your customers; and 3) How the right technology platforms can integrate your social media strategy with your overall business goals.
Beyond Advertising: Creating Value Through all Email and Mobile TouchpointsMarketingSherpa
Watch this session live at 2:00pm EST on Wednesday, May 3, 2017. www.marketingsherpa.com/beyond
MarketingSherpa Summit was filled with real-world case studies from your peers. This webinar provides an opportunity to step outside your day-to-day role and ask big questions like, “Where do I want to take my organization, department or individual career?” — and learn how to transform your organization and career with customer-first marketing philosophies.
To help you do that, we’ve invited a pioneering researcher focused on reinventing advertising and marketing. In this webinar, Catharine Hays — the executive director of The Wharton Future of Advertising Program and co-author of “Beyond Advertising: Creating Value Through All Customer Touchpoints” — will share her research into customer-first marketing with over 200 thought leaders in marketing, technology, cultural anthropology and other disciplines from 22 countries.
In this webinar, you will learn:
The five forces of change affecting marketing and advertising
Insights, ideas and frameworks for adapting to how mobile technology has changed brands relationships with customers
How to challenge entrenched mental models of email and mobile marketing and advertising, including example pioneering customer-first marketers are taking
From the SMX West Conference in San Jose, California, March 21-23, 2017. SESSION: Consumer-Led Change: How To Stay Relevant & Build Success. PRESENTATION: Consumer Lead Change: How to Stay Relevant and Build Success - Given by Duane Forrester, @duaneforrester - Bruce Clay Inc., VP, Operations. #SMX #32C3
This document discusses millennials and how businesses need to adapt to them. It defines millennials as those born between the 1980s and 2000s who are digital natives, hyper-connected via technology, and value diversity and inclusion. The document recommends that businesses abolish rigid 9-5 work schedules, remodel open workspaces, listen to millennial voices, and cultivate a philanthropic ethos to engage millennials. Millennial-led businesses are also mobile-centric, use targeted advertising, and emphasize social purpose.
Analysis to Engagement: Demystifying the Digital Communications LandscapeGina Luttrell, PhD
This document discusses the changing digital communications landscape and the skills needed to succeed within it. It notes that consumers now get information from their social networks rather than traditional media outlets. It presents a new model of using analytics to increase reach through shareable content and meaningful brand experiences. It also discusses how the workforce wants clarity, engagement, and accessibility across multiple platforms. Data now drives decisions, and influence models have replaced traditional broadcast models. Building relationships with influencers and targeted engagement are key. Critical skills include using analytics like detectives, reinventing engagement, becoming the best publisher/talent agent, and building new "brains" through predictive modeling. Case studies like Adidas show how to personalize experiences through data insights.
The document discusses how consumer technology is radically changing our lives and the digital trends of cloud, mobile, and social media are changing industries. It highlights how the world has gone social and mobile, with over 1.7 billion people on social networks. It also discusses how consumer expectations have changed with the rise of digital, and that traditional distribution models are outdated. The opportunities that social media provides for finding new clients and recruits are also covered.
Influencing Consumers in the Social Web Nipun Kapur
The social web touches our lives in some way or the other. A great new opportunity for brands to reach their consumers daily.
An Introduction to Cloud 9 Media
Verizon seeks to elevate the in-store experience for millennials through a communications plan. Primary and secondary research was conducted including a focus group, online survey, and in-store observation. Key findings include that Verizon is perceived only as a service provider, not innovative, and employees are seen as more concerned with sales than customer experience. Millennials prefer AT&T's sleek store design but value Verizon's local, community feel. Most are unaware of Verizon's social initiatives. The research aims to make Verizon stores more engaging places that appeal to millennial values and drive more frequent visits.
digital marketing strategy - what happened to top of the pops?John Chacksfield
The document summarizes changes in technology and customer behavior that are impacting businesses. It notes that established companies need to move from passive to active engagement online to better connect with customers. Customers now expect choice, convenience, and social interaction versus interruptive marketing of the past. The rise of digital natives and new media like Facebook requires companies to rethink their online strategies and presence to build relationships with customers.
The document summarizes changes in technology and customer behavior that are impacting businesses. It notes that established companies need to move from passive to active engagement online to better connect with customers. Customers now expect choice, convenience and community through digital channels. The rise of social media also means companies must be part of online conversations to build trust and relationships with customers.
The document summarizes key concepts from Chapter 1 of the book "Marketing 4.0". It discusses how increased connectivity has led to power shifts where customers now have more influence than brands. It also describes how connectivity has transformed customer behavior and led to the rise of online communities. Specifically, it notes how power has shifted from exclusive to inclusive, vertical to horizontal, and individual to social forces. Brands must now view customers as peers in online communities rather than just targets. The implications for marketing strategy formulation are that brands must engage with online customer groups and communities.
Customer data and decisions: How the social data revolution transforms everyt...Andreas Weigend
This document discusses how the social data revolution is transforming businesses and consumer behavior. It covers:
- Individuals now freely share personal information online, empowering themselves as creators rather than passive audiences. This sharing of social data influences everything from product development to customer acquisition.
- For businesses to participate, they must adopt a customer-centric mindset and encourage/embrace social data in their strategies. This includes making it easy for customers to share data and using social data to personalize the customer experience.
- Rules for businesses include treating customers as individuals, empowering them to make informed decisions, and respecting their privacy and control over personal data. Overall, the social data revolution demands that companies shift from broadcast
Anne Mc Crossan - Managing Brands and Brand Culture in Social MediaArjen Strijker
Understanding the implications of Social Media on your Brand Culture and Business Design. Also, basic guidelines are provided on how to develop intangible asset value of your brand while using Social Media. Anne McCrossan – Founder & CEO, Visceral Business
More: http://somesso.com/blog/2009/10/anne-mccrossan-where-is-the-margin-in-social-media/
Similar to Sociomantic at DRS: The Customer Conversion Conundrum (20)
The document outlines 7 essential functions of an effective product detail page (PDP) on Amazon:
1. Inspires users with content that conveys the brand story, delivers on product promises, and allows users to visualize the product.
2. Drives prominence in search results through seasonally relevant content.
3. Converts users online and in physical stores by enhancing brick-and-mortar sales.
4. Tells a powerful product story through highlights of purchase drivers and prioritizing consumer wants.
5. Recreates the ability to see and touch the product with visual demonstrations.
6. Generates credibility through reviews and ratings to manage expectations.
7. The PDP
Optimizing product content on Amazon can improve visibility and conversion rates. According to the document:
1) 80% of clicks on Amazon come from the first page of search results, so including top searched keywords in titles is important to capture search volume.
2) Product images are highly influential, with 95% of customers viewing an entire image carousel. Testing different image styles can increase click-through rates and conversions.
3) The product description provides the best opportunity to target keywords, as searchers expect to find detailed information to inform their purchase decision. Classifying keywords helps determine what to include in descriptions and carousels.
HICKIES measured the effectiveness of their TV advertising campaigns on driving sales on Amazon. They partnered with Tatari, a data analytics company, to track ad impressions and measure responses across linear TV and streaming platforms. Tatari's analysis found that 60% of additional sales generated by HICKIES' TV ads came directly from Amazon, with TV allowing them to prospect new customers at scale. The data showed that TV ads led to an increase in on-site conversion rates on the HICKIES website and incremental sales on Amazon for up to 60 days after an ad aired.
The document discusses Amazon's strategies for brands. It notes that Amazon has over 100 million Prime members and 202 million individual shopper behaviors that are used for targeting. 80% of Amazon customers use it to discover new products. The opportunity for new brands on Amazon is highlighted. Customers interact with Amazon in many ways beyond just shopping, including reviews, ecommerce, streaming, social media, and voice services. The document provides tips for strategic brand alignment on Amazon, including leveraging their logistics network, creating quality content, and optimizing regularly. It also discusses approaching marquee days creatively and fostering relationships with multiple Amazon teams.
The document presents Booyah Advertising's modern approach to Amazon strategy, highlighting how utilizing advertising fueled over 700% growth in ad sales and over 500% growth in organic sales between July 2019 and January 2020. It shows how objective-based advertising delivered 52% of traffic and 38% of sales from ads, and discusses plans to bring other ecommerce advertising channels like paid social, search, and display to Amazon. The presentation aims to demonstrate Booyah's proven approach for taking control of the Amazon platform through content, advertising, and expanding to other sales venues.
Amazon has a 47% share of the US ecommerce market compared to 14.5% for the next three competitors combined. Consumer goods leaders see Amazon as a critical threat and 68% believe consumers are more loyal to Amazon than their own brands. The document seeks to debunk common myths about investing and advertising on Amazon, noting that the right approach depends on short and long-term goals, requires understanding multiple metrics and the whole business model, and that Amazon reviews and custom creative are important factors for success on the platform.
This document provides 3 predictions to guide Amazon advertising strategy in 2020 from Perpetua, an Amazon advertising company. Prediction 1 is that opportunities will open up for richer creative content on Amazon Ads like sponsored brand video. Prediction 2 is that demand for Amazon DSP advertising will grow for its custom targeting abilities, while attribution features will also become more important. Prediction 3 is that success metrics will acknowledge organic sales and total sales, not just attributed metrics, to better reflect business health. Perpetua positions itself as an expert able to help with sponsored brand campaigns, DSP management, and advanced analytics.
The document outlines Mark Power's approach to developing a strategic plan for Amazon advertising and marketing. It recommends conducting an audit of a brand's current Amazon presence, developing a holistic strategy that integrates Amazon across marketing channels, and fixing foundations like product pages before launching performance advertising campaigns. The approach aims to help brands succeed on Amazon by planning across the full ecosystem beyond just the online store.
This document summarizes an advertising strategy for eos lip balm on Amazon to unlock growth on the platform. The strategy has three main goals: 1) Defend and own the brand by protecting priority products and retaining loyal customers. 2) Drive incremental reach within and outside of Amazon using always-on acquisition efforts. 3) Drive brand equity through storytelling about eos' purpose and innovative products. The strategy outlines tactics like sponsored brand and product ads, remarketing, video content, and partnerships to achieve these goals and metrics like sales growth, return on ad spend, new customer acquisition, and impressions.
This document provides an introduction to advertising on Amazon. It discusses different types of advertising options on Amazon including paid media like banners and search ads, earned media like reviews, and merchandising strategies. It highlights key differences between Amazon's Sponsored Ads and Amazon DSP programs, and provides tips on setting goals and leveraging placement, audience, creative assets, and messaging to align ad campaigns with goals. It also discusses measurement metrics to track return on investment and effectiveness of Amazon advertising.
Amazon Strategies January 2019 | Dash HudsonDigiday
This document summarizes Dash Hudson's visual marketing platform, which allows brands to predict creative performance, distribute content across channels, and measure and improve photo and video engagement. It focuses on helping brands leverage existing high-quality creative by bringing it to new audiences and channels to increase traffic and revenue. Dash Hudson's AI tool called Vision can analyze content to understand what performs best for a brand and provide recommendations. It has helped brands like Kendra Scott and REVOLVE increase their return on ad spend by 48% and 70% respectively by using Vision-recommended creative.
Amazon Strategies January 2019 | Direct Agents & CarharttDigiday
This document provides information about Direct Agents, an Amazon management agency. It discusses how Direct Agents helps build and transform brands through media, strategy, analytics, and creative services. Direct Agents provides a full suite of Amazon services including new product launches, product and account management, organic ranking optimization, paid media management, promotions, and measurement. The document also provides background on speakers Suzanne Perry from Carhartt and Daniel Owen from Direct Agents.
The document discusses strategies for building a brand on Amazon. It outlines that WellPath leveraged assets developed for their brand and audience to launch products on Amazon. Three key learnings are discussed: 1) Brand matters on Amazon and consumers will pay a premium for recognized brands; 2) First party data from owned channels is valuable for directing traffic to Amazon listings; 3) Building an engaged community establishes brand authority and mobilizes fans for new product launches. The strategies focus on developing four pillars of consumer trust, acquiring first party data, and building a community through content and social media.
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Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
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Introduction
The global retail industry has weathered numerous storms, with the financial crisis of 2008 serving as a poignant reminder of the sector's resilience and adaptability. However, as we navigate the complex landscape of 2024, retailers face a unique set of challenges that demand innovative strategies and a fundamental shift in mindset. This white paper contrasts the impact of the 2008 recession on the retail sector with the current headwinds retailers are grappling with, while offering a comprehensive roadmap for success in this new paradigm.
7. DISPLAY ADVERTISING
CONTINUES TO SEE GAINS
DRIVEN BY RETAIL
ource: “U.S. Digital Future in Focus, 2013” by comScore
Enhanced targeting and
personalization is
making display more
accountable.
8. OF RETAILERS WILL SPEND MORE
ON RETARGETING
IN 2013
Source: “The State of Retailing Online, 2013” a Shop.org study conducted by Forrester Research
9. LEVERAGE CRM DATA
TO GET FROM
1st to 2nd PURCHASE
RECOMMENDATION
Initiate one-to-one
marketing in display like
all other channels, e.g.
email, search & loyalty
10. • Customers Expect Experiences
• Mobile is a key part of their Journey
• Personalize as much of the Experience
• Leverage More Data in Advertising
SUMMARY
13. 24%
34%
48%
52% 56%
62%
% Who Currently
Have a Profile
on Any Social
Network
Six in Ten Americans Have
a Profile on a Social
Networking Site
2008 2009 2010 2011 2012 2013
Edison Research and Arbitron, Infinite Dial 2013 research
14. Lady Gaga, Justin Bieber and Katy Perry have
more Twitter followers than the entire
populations of Germany, Turkey, South Africa,
Egypt, United Kingdom, Canada, and Argentina
Social Media has overtaken porn
#1activity on
the Web
the
Every minute 72
hours of video is
uploaded to
YouTube
“We don’t have a choice on whether we DO social media, the
question is how well we DO it.” – Erik Qualman
19. Reciprocity: People tend to return favors.
Commitment and Consistency: People committing
orally or in writing to ideas or goals are more likely to
honor those commitments for self-image congruity.
Social Proof: People will do things they see other
people doing.
Authority: People tend to obey authority figures, even
when asked to perform objectionable acts.
Liking: People are easily persuaded by other people
they like.
Scarcity: Perceived scarcity generates demand.
People are still people.
21. CONTENT
It must be a good story, one
that resonates with human
emotions.
It should be fun and
authentic. And can take on
many different forms.
22. Glance
A simple and fun
shopping experience
bringing curated
collections of the most
exciting products from
Zappos.
The Glance average
order value is more
than 50% higher than
Zappos
23. Make the story relevant
and memorable.
Make it discoverable. Be at
the right place at the right
time.
CONTEXT
24.
25. Social Buzz
Displaying social activity on product
pages to help support purchase
decisions
50/50 AB Test
Those who clicked on tab were
more engaged
26. Make the conversation
popular. Get people to
continue telling the story for
true reach and frequency.
With a passionate enough
audience, the people will
close the sale.
CONVERSATION
27. ROI is great, but social
media is an investment.
Continue to experiment,
learn and evolve to look
ahead and affect change.
Thank you for the introduction and warm welcome/My name is Rob Sopkic and I work for a company called Sociomantic. Today, I’m going to talk about the “customer conversion conundrum” - the journey your customers are taking in this always on, at your beck and call, multi channel, multi device, world. This is something that we - at sociomantic - think about all the time. After all, we are in ecommerce advertising. We help retailers - such as yourselves – make advertising more personal to each individual customer. We consider ourselves experts in the conversion experience – we work with over 500 hundred retailers in over 50 markets around the world. Our methods translate across markets because everything we do considers the customer’s perspective. We ask what might the customer be looking for; what do they want; and what can we do to give them the best experience. Now, these are some of the same questions you are asking of yourselves too. It’s a fact of business. “Focus on your customers and the rest will work itself out” is what every MBA class teaches. But while simple in theory, practice is much harder.
That’s because consumer behavior is changing fast.The consumer is digital. And if there is one thing that sets apart the digital consumer from consumers of the past, its that they change their appetite very quickly. They are more fickle than the traditional customer of the past. They want to have their cake and eat it too - and they want it delivered to their door with a free return shipping label attached. Understanding and predicting how the consumeris changing is what business is all about. .Its how we exploit hidden value and cushion potential shocks – and if you don’t, you die. The customer moves on to the next one. Itsan omni-channel, multi-device world and whether you are online only or bricks and mortar, the customers expect you to manage their entire journey.Don’t have a store to give people the warm and fuzzy reception of someone in person? Too bad, figure it out. Zappos did. And they continue to win customers. Retailers who don’t will share the same experience that this poor salesman in this comic has.
Now, Lets peel back and take a look at the Big Picture : Here are the SIX MOSTSIGNIFICANT CONSUMER TRENDS from McKinsey&Company paper earlier this year: Nothing earth shattering here – a lot of this is pretty intuitive already: We are obviously using our phones more than the PCWe apparently prefer to communicate without voice. (Heck, My kids text me from across the dinner table, for heaven’s sake, so that’s not hard to get)We want the content we want (and don’t want some programming intern pre-bundling stuff for us)Everything is social…no news thereOh, and here the sixth biggest trend. When it comes to retail, we want experiences. Hmmm?Ah, yes, experiences! Just like those trends with mobile devices and video programming. What the consumer is screaming about here is better access and faster control. The bottom line is that consumers want what they want and they want it faster and more convenient than ever before. The question is, are you catering to this?
Are you focusing on the customer in a way that has never been focused before? Its becoming evident that in order to solve the customer conversion conundrum, Retailers have to predict and manage the complex journey their customers are taking. Have you started moving toward what is now being called “CJM” or “Customer Journey Management”Apple did it. Steve jobs effectively predicted where the consumer was going. From product conception to retail experience. Everything apple does is about CJM. And when you get CJM right, then you’re guaranteed a high CLV. Again, look at apple. I can’t WAIT to go back to their store or their website to get something. What a journey!So, with all that said, I’m here to tell you that In order to solve for more customer conversions, you have to be thinking of their journey – from within your store and outside it. What follows are some trends that demonstrate the shift your customers are taking.
If we thought shopping on the PC was so revolutionary, its nothing compared to what’s happening with mobile. We’re at thebeginning of what is now being called the era of Retail 3.0. Despite the tremendous growth of e-commerce, it still accounts for only about 5 percent of all retail sales. Already, about half of all smartphone owners use their devices to conduct retail research - and they are starting to complete transactions as well. This combination of mobile retailing and multichannel integration is transforming the buying experience. Over a third of the retailers surveyed say that mobile sales and traffic have helped their company’s overall web conversion rate in a material fashion. Certainly, solving the customer conversion conundrum is closely linked to using a phone either before, after or even while in – a physical retail store. Now, even if you don’t have a physical store, you have to be mobile – there when the user is researching. They could be in your competitors store, looking for you on their phones. How are you reaching them – there and then? Are you giving them Faster and easier access to your wares?
Anothert trend in CUSTOMER JOURNEY MANAGEMENT is that we’re now seeing personalization of everythingThe above data comes from a Shop.org study conducted by Forrester Research: The State of Retailing Online 2013” and it shows the following trends: Product detail pages are atop area of merchandising focus in 2013 and retailers are leveraging technologies to make them more personal. Personalized recommendations -another area of focusAnd finally, Omnichannel integration is 4thThe focus is on predicting /anticipating the customer’s needs – across all channels – whether you have them or not - and delivering more personalized experiences
Speaking of real time. We now have personalized advertising. Ads genrated in real time, with content that is catered to the exact individual. Retailbusinesses today are accumulating an exponentially increasing amount of data with the potential to translate into significant business value. And its quickly becoming eveident that display advertising is one of the best places where this data’s value can be exposed and realized. First Party Data in all other channels like email, loyalty, search, are now being brought into display advertising. Enhanced targeting and personalization is making display more accountable.And its making people a lot more money.
So much so that everyone wants more. 63% of retailers say they want to increase investment in this channel.Retargeting is still in its infancy. Still an adolescent version of search. But the ability to use more data to personalize ads is increasing investment in this channel.But many I speak to fee that they have squeezed out as much ROI as possible from their current retargeting tactics. I am here to tell you that there is a lot more out ther.
One way to improve this to be focused on “a” customer rather than “the” customer.Segments are getting smaller and more precise. We are now seeing the employment of CRM and offline customer data to target users online. We at sociomantic call them “segments of one” – personalizing everything we do down to the individual. Imagine your own retail experiences like that. A minority report type retail experience isn’t far away – and in the cases, its already happening. I get a lot of customers asking me “how can you help me reach new customers” and to that I ask, “what percentage of your customers only buy once?”I had one customer tell me that if they could get a one time buyer to make a second purchase within 3 months, their lifetime value increased by almost 300%! You see, in order to solve the customer journey, your checkout page can’t be a goodbye page. Advertisers are tapping into past purchase data to find a way to get lapsed users back to their site. While you’ve been sending your customers emails for the past few years, they have learned to ignore you, simply by reading the first few letters in the subject. This is where display advertising really starts to shine. Reminding users of your product with something more than subject lines or short lines of text is never going to be as impactful as an image of your product. Bring more customer and product data into your display advertising is how you can continue to increase the efficacy of this channel and squeeze more value out of it
So, to recapIts an onmi-channel world, whether you are or aren’t - and you custmers expect you to manage their entire journeyJust like Apple and Zappos haveYour customer expects you to manage their journeyIf I am in your store and I want to check for competitive prices – match the best price I can find. Personalize everything – from product pages to the reccomendations in your advertisingAnd finally, as you look up the funnel, don’t forget about your lapsed customers. Go back and continue to manage their journey after they have left you. There is a lot of value there, don’t take it lightly.
And that’s all I have today. If you are interested in hearing more, my information is right up there or you can find me wandering the conference for the rest of the day so please come up to me and let’s talk. Thanks again.