Si te ha tocado ir a alguna junta y escuchaste la palabra "OMNICHANNEL" estás en el lugar correcto. Este documento te explicará en qué consiste este término.
Digital marketplaces change behaviors of people, organizations and businesses. They introduce new forms of value exchange that result from connecting supply and demand in a new way. Learn how your brand can use digital to grow.
Marshall Manson and James Whatley are back again with their key digital trends for 2016. A deck of two halves, first reviewing how well they predicted the shape of the industry for 2015 and then diving into the juicy stuff - what's ahead for us in 2016.
This deck is designed to be read but follow @OgilvyUK, @MarshallManson, and @Whatleydude to see when they both might be out and about presenting it very, very soon.
Ubiquitous Computing and the In-Store Shopping ExperienceRosetta Marketing
Jonathan Morgan, Experience Director at Rosetta, unpacks "Ubiquitous Computing and the In-Store Shopping Experience" in his presentation to UXPA Cleveland.
The Future Foundation has carried out an extensive forecasting exercise to explore the future of several commercial themes and sectors beyond 2020. In this report, we examine our predictions for the future of retail, identifying informed assumptions for the evolution of consumer trends, product and service innovations and the role that technological developments will play. We also provide invented images of retail concepts that might characterize the future marketplace as a result of the shifts we describe.
Software is having an impact on everyone’s lives and we’re fascinated by its effect on user behavior. Building on our existing financial sector expertise, Beyond wanted to fully understand how people’s behavior is changing in one of the world’s oldest industries and what this change means for the future design of products and services in banking.
Digital marketplaces change behaviors of people, organizations and businesses. They introduce new forms of value exchange that result from connecting supply and demand in a new way. Learn how your brand can use digital to grow.
Marshall Manson and James Whatley are back again with their key digital trends for 2016. A deck of two halves, first reviewing how well they predicted the shape of the industry for 2015 and then diving into the juicy stuff - what's ahead for us in 2016.
This deck is designed to be read but follow @OgilvyUK, @MarshallManson, and @Whatleydude to see when they both might be out and about presenting it very, very soon.
Ubiquitous Computing and the In-Store Shopping ExperienceRosetta Marketing
Jonathan Morgan, Experience Director at Rosetta, unpacks "Ubiquitous Computing and the In-Store Shopping Experience" in his presentation to UXPA Cleveland.
The Future Foundation has carried out an extensive forecasting exercise to explore the future of several commercial themes and sectors beyond 2020. In this report, we examine our predictions for the future of retail, identifying informed assumptions for the evolution of consumer trends, product and service innovations and the role that technological developments will play. We also provide invented images of retail concepts that might characterize the future marketplace as a result of the shifts we describe.
Software is having an impact on everyone’s lives and we’re fascinated by its effect on user behavior. Building on our existing financial sector expertise, Beyond wanted to fully understand how people’s behavior is changing in one of the world’s oldest industries and what this change means for the future design of products and services in banking.
Top 10 Digital Trends: How India will hack growth in 2016Avinash Jhangiani
Welcome to the What’s Next Trend Report 2016. Change is the only constant in life. Those who look only to the past or present might miss the future. We therefore hope that you enjoy reading this report and that it inspires you for the year ahead.
At Omnicom Media Group, we’re passionate about the intersections between consumer culture, business practices and the never ending march of technology and media. We believe these intersections are what drives the future.
This report is created by Omnicom Media Group in collaboration with MICA, Ahmedabad.
What is Omnichannel Retail? Past. Present. Future.Mihai Dragan
Omnichannel retail allows traditional retailers to connect their existing channels such as brick and mortar or call centers to digital channels - online store, mobile app, social shopping channels and others.
This presentation focuses on how this came to be, what are the bottlenecks in implementing omnichannel retail and why should retailers switch to this new approach.
Probably the most compelling reasons to adapt to omnichannel retailing are today's customer demands. The customer wants 24/7 service and the same experience on all sales channels, whether it is the offline store, the mobile app or the brick and mortar outlet.
As the global retail sector sees shifts in consumer behaviour retailers must stay ahead of the factors influencing fast-changing market.
We have compiled a trend report which identifies eight key IT, cultural and social trends driving change in the retail sector in order to identify short-term customer opportunities in the run-up to 2020.
Leading media outlet RETHINK Retail interviewed top retail executives and industry thought leaders to share what’s top of mind in today’s current retail climate.
See the full article on RETHINK Retail's website: https://bit.ly/3eMRz6d
You’ll hear from:
Ken Wincko, VP of Marketing at Barnes & Noble College
Carrie Tharp, VP of Retail and Consumer at Google Cloud
Erik Saltvold, Founder of ERIK’S Bike Shop
Oscar Sachs, CEO of Salesfloor
Sucharita Kodali, VP and Principal Analyst at Forrester
Courtney Hawkins, Former VP of Stores at Old Navy
Kate Giovambattista, Founder of Beyond Main
Marie Driscoll, Managing Director of Luxury & Fashion at Coresight Research
Vinod Bidarkoppa, SVP of Technology at Sam’s Club
2014 Retail Insight: The Impact of Omni-Channel Trends for 2014 and BeyondSPS Commerce
You are invited to view a complimentary webinar featuring retail industry experts from Retail Systems Research (RSR) and SPS Commerce. Based on their latest research, including the 2014 Retail Insights industry benchmark report, you’ll learn what strategies your peers are deploying to improve omni-channel performance in 2014.
The webinar provides insights on:
• The state of the retail market—how many retailers have or will adopt the omni-channel? What steps are they taking?
• Which external and internal forces will impact retail the most in the upcoming years?
• Which technology and business areas are retailers, vendors and logistics firms making significant investments in 2014?
The keynote presentation from UserConf 2012. Richard White, CEO of UserVoice.com, talks about how business on the web has changed...and why taking care of customers is the only way you can succeed anymore.
Check out the video of this talk on YouTube: http://www.youtube.com/watch?v=qKapwfmpvew
Learn more about UserConf at http://www.userconf.co
SapientNitro Insights 2013 - Annual Trend ReportHilding Anderson
This is SapientNitro's annual trend report from 2013. It includes our perspective on the evolution of marketing in the always-on world.
Originally released only to clients, it is now available to the public.
It identifies five major trends which shape 2013:
- Real-time Control: Consumer Behavior is demanding more control over their devices
- Predicting Desire: Building the Infrastructure to Anticipate Consumer Needs in Real Time (analytics + data)
- Continuous Experiences: How Companies Are Blurring the Online and Offline World (the role of Experience)
- Globalization: The Global Marketer and the Rise of the Global Consumer
- International Perspectives (11 questions to 9 different markets).
Content is written by leaders across SapientNitro's 10,000 employees and 30+ global offices and edited by Lauren Cohen and Hilding Anderson.
Leading media outlet RETHINK Retail spoke with top retail executives and industry thought leaders about how luxury is shifting into a more digital, personal, and sustainable industry.
See the full article on RETHINK Retail's website: https://bit.ly/37l4fj2
You’ll hear from:
Ron Thurston, VP of Stores at INTERMIX; Author of “Retail Pride”
Line Tousignant, VP Strategy & Experience at Valtech
Shannon Ryan, EVP North America at Valtech
Wolfgang Hoffmann, President of Jaguar Land Rover Canada
Fabiola Velarde, Senior Director Emporio Armani Retail Americas at Giorgio Armani
Ludovic Baussan, Co-Founder & Head of Strategy at 2nd AVE
Elinor Noble, Global Head of Retail Excellence at LOEWE (LVMH)
Francois-Xavier Hotier, President of Ulysse Nardin Americas and Kering Luxury Watches
Sandrine Crener, Program Director at Harvard Business School
Marie Driscoll, Managing Director Luxury & Fashion at Coresight Research
The world is facing difficult times. I hope to inspire you all about the impact the crisis may have on customer experience. In this presentation, I share some ideas about the future of customer experience. How will customer experience evolve during and after this corona crisis.
In the deck I work with three strategic pillars to focus your customer experience efforts on: digital convenience, empathy and responsibility.
Artificial intelligence (AI) was once considered the future but has now become a part of daily life. Automation has made processes easier, more agile, and faster. These are important factors that have led many industries, including packaging, to gravitate towards implementing pioneering AI systems. CPP Insights talks with industry experts on the potential of AI within the sector.
This presentation provides a comprehensive overview of the current retail industry. It begins with a look into the four primary types of retailers: department stores, specialty retailers, big box retailers and discount retailers. From there, the deck explores the topic of overall channel expansion, which leads into a discussion on two omni-channel trends for 2013. The presentation wraps up with a discussion on technology companies that are partnering with retailers and a summary of opportunities for retail companies.
Presentación anual de ComScore sobre el desempeño y actividad de los principales medios sociales y hábitos digitales de usuarios en América Latina para el 2017
Top 10 Digital Trends: How India will hack growth in 2016Avinash Jhangiani
Welcome to the What’s Next Trend Report 2016. Change is the only constant in life. Those who look only to the past or present might miss the future. We therefore hope that you enjoy reading this report and that it inspires you for the year ahead.
At Omnicom Media Group, we’re passionate about the intersections between consumer culture, business practices and the never ending march of technology and media. We believe these intersections are what drives the future.
This report is created by Omnicom Media Group in collaboration with MICA, Ahmedabad.
What is Omnichannel Retail? Past. Present. Future.Mihai Dragan
Omnichannel retail allows traditional retailers to connect their existing channels such as brick and mortar or call centers to digital channels - online store, mobile app, social shopping channels and others.
This presentation focuses on how this came to be, what are the bottlenecks in implementing omnichannel retail and why should retailers switch to this new approach.
Probably the most compelling reasons to adapt to omnichannel retailing are today's customer demands. The customer wants 24/7 service and the same experience on all sales channels, whether it is the offline store, the mobile app or the brick and mortar outlet.
As the global retail sector sees shifts in consumer behaviour retailers must stay ahead of the factors influencing fast-changing market.
We have compiled a trend report which identifies eight key IT, cultural and social trends driving change in the retail sector in order to identify short-term customer opportunities in the run-up to 2020.
Leading media outlet RETHINK Retail interviewed top retail executives and industry thought leaders to share what’s top of mind in today’s current retail climate.
See the full article on RETHINK Retail's website: https://bit.ly/3eMRz6d
You’ll hear from:
Ken Wincko, VP of Marketing at Barnes & Noble College
Carrie Tharp, VP of Retail and Consumer at Google Cloud
Erik Saltvold, Founder of ERIK’S Bike Shop
Oscar Sachs, CEO of Salesfloor
Sucharita Kodali, VP and Principal Analyst at Forrester
Courtney Hawkins, Former VP of Stores at Old Navy
Kate Giovambattista, Founder of Beyond Main
Marie Driscoll, Managing Director of Luxury & Fashion at Coresight Research
Vinod Bidarkoppa, SVP of Technology at Sam’s Club
2014 Retail Insight: The Impact of Omni-Channel Trends for 2014 and BeyondSPS Commerce
You are invited to view a complimentary webinar featuring retail industry experts from Retail Systems Research (RSR) and SPS Commerce. Based on their latest research, including the 2014 Retail Insights industry benchmark report, you’ll learn what strategies your peers are deploying to improve omni-channel performance in 2014.
The webinar provides insights on:
• The state of the retail market—how many retailers have or will adopt the omni-channel? What steps are they taking?
• Which external and internal forces will impact retail the most in the upcoming years?
• Which technology and business areas are retailers, vendors and logistics firms making significant investments in 2014?
The keynote presentation from UserConf 2012. Richard White, CEO of UserVoice.com, talks about how business on the web has changed...and why taking care of customers is the only way you can succeed anymore.
Check out the video of this talk on YouTube: http://www.youtube.com/watch?v=qKapwfmpvew
Learn more about UserConf at http://www.userconf.co
SapientNitro Insights 2013 - Annual Trend ReportHilding Anderson
This is SapientNitro's annual trend report from 2013. It includes our perspective on the evolution of marketing in the always-on world.
Originally released only to clients, it is now available to the public.
It identifies five major trends which shape 2013:
- Real-time Control: Consumer Behavior is demanding more control over their devices
- Predicting Desire: Building the Infrastructure to Anticipate Consumer Needs in Real Time (analytics + data)
- Continuous Experiences: How Companies Are Blurring the Online and Offline World (the role of Experience)
- Globalization: The Global Marketer and the Rise of the Global Consumer
- International Perspectives (11 questions to 9 different markets).
Content is written by leaders across SapientNitro's 10,000 employees and 30+ global offices and edited by Lauren Cohen and Hilding Anderson.
Leading media outlet RETHINK Retail spoke with top retail executives and industry thought leaders about how luxury is shifting into a more digital, personal, and sustainable industry.
See the full article on RETHINK Retail's website: https://bit.ly/37l4fj2
You’ll hear from:
Ron Thurston, VP of Stores at INTERMIX; Author of “Retail Pride”
Line Tousignant, VP Strategy & Experience at Valtech
Shannon Ryan, EVP North America at Valtech
Wolfgang Hoffmann, President of Jaguar Land Rover Canada
Fabiola Velarde, Senior Director Emporio Armani Retail Americas at Giorgio Armani
Ludovic Baussan, Co-Founder & Head of Strategy at 2nd AVE
Elinor Noble, Global Head of Retail Excellence at LOEWE (LVMH)
Francois-Xavier Hotier, President of Ulysse Nardin Americas and Kering Luxury Watches
Sandrine Crener, Program Director at Harvard Business School
Marie Driscoll, Managing Director Luxury & Fashion at Coresight Research
The world is facing difficult times. I hope to inspire you all about the impact the crisis may have on customer experience. In this presentation, I share some ideas about the future of customer experience. How will customer experience evolve during and after this corona crisis.
In the deck I work with three strategic pillars to focus your customer experience efforts on: digital convenience, empathy and responsibility.
Artificial intelligence (AI) was once considered the future but has now become a part of daily life. Automation has made processes easier, more agile, and faster. These are important factors that have led many industries, including packaging, to gravitate towards implementing pioneering AI systems. CPP Insights talks with industry experts on the potential of AI within the sector.
This presentation provides a comprehensive overview of the current retail industry. It begins with a look into the four primary types of retailers: department stores, specialty retailers, big box retailers and discount retailers. From there, the deck explores the topic of overall channel expansion, which leads into a discussion on two omni-channel trends for 2013. The presentation wraps up with a discussion on technology companies that are partnering with retailers and a summary of opportunities for retail companies.
Presentación anual de ComScore sobre el desempeño y actividad de los principales medios sociales y hábitos digitales de usuarios en América Latina para el 2017
Ana Andjelic compartió este playbook en Medium y me pareció bueno, escribió lo siguiente: "I had a wonderful opportunity to talk about digital economy and digital marketplaces at the Webdagene conference in Oslo, Norway. Here is what I talked about."
Todos los términos y tendencias que sonarán en el 2015 están en esta guía de Sparks & Honey, una de las más completas en el entorno digital y tecnológico.
Mi primer ponencia de la historia mundial sobre el tema "Storytelling Visual" y el arte de contar historias a través de imágenes. Esta fue la presentación que vieron en el Tour de Marketing Digital (#TMD14)
Para este reporte de diferentes verticales dentro de B2B, se utilizó el software TrackMaven para analizar 12 meses de contenidos de 316 empresas con foco en B2B a través de 5 canales principales: Facebook, Twitter, Instagram, LinkedIn y Pinterest.
Creating loyal omnichannel customers is critical. Retailers who embrace the customer-centric trend and build better shopping experiences will leap ahead of the competition.
Building a blended customer experience isn't easy. Need some help getting started? Check out our latest in retail trend research.
Informes PwC - Encuesta Total Retail GlobalPwC España
El informe "Hacia un modelo de Total Retail", elaborado por PwC, analiza las expectativas y hábitos de consumo del comprador online, a partir de 15.000 entrevistas a compradores digitales de todo el mundo, y las implicaciones para las compañías del sector de distribución y consumo en los próximos años.
Informe de PwC sobre las expectativas y hábitos de consumo del comprador onlineMaría Bretón Gallego
El informe Hacia un modelo de ‘Total Retail’, elaborado por PwC, analiza las expectativas y hábitos de consumo del comprador online, a partir de 15.000 entrevistas a compradores digitales de todo el mundo, y las implicaciones para las compañías del sector de distribución y consumo en los próximos años.
Internet y las nuevas tecnologías han multiplicado la influencia del consumidor, pero, ¿qué les están pidiendo a las marcas? Las nuevas expectativas y hábitos del consumidor digital tendrán importantes implicaciones para las compañías del sector en los próximos años
11 Trends in the Future of Retail According to Brian SolisBrian Solis
Brian Solis Keynotes Acosta Leadership Symposium 2015: The concept of future retail is constantly evolving. But what isn't evolving as quickly is the understanding and widespread experimentation to bring the future to life today by mainstream retailers. Leading digital analyst, futurist and author Brian Solis shares his most important trends for retailers to embrace now. And, the good news is that no matter the date on this video, his words are as true today as they were then. Video Here: https://youtu.be/62OogreQpZA
Great white paper report published by St. Joseph Communications on Omni-channel advertising focused around providing solutions to retailers and brands.
Whirlpool presents the volume 2 of the Digital School. Lesson 3 is dedicated to the new retail and how the buying experience is changing, thanks to digital transformation.
From Web Traffic to Foot Traffic: How Brands & Retailers Can Leverage Digital...Rebecca Lieb
My latest research report highlights how brands can harness the power of digital content and media to reach consumers and influence their in-store buying decisions. We surveyed 500 brand and agency marketers, including interviews with marketing leaders from PepsiCo, McDonalds, The Home Depot and Staples,
Estudio de Consumo de Medios y Dispositivos Entre Internautas Mexicanos 2017Allan V. Braverman
Estudio que realiza IAB México en alianza con Televisa Digital y MillwardBrown para analizar el consumo de medios y dispositivos entre internautas mexicanos.
Un estudio que presenta Facebook sobre los Nativos Digitales o bien "Los Millennials" en cuanto a hábitos de consumo de información, actividades en esta red social y más datos de interés para México, Argentina y Colombia.
Una vez más ComScore lanza su edición de "Futuro Digital" con foco en México para este 2015. Cifras y datos actualizados para el panorama de marketing digital y redes sociales.
¿Cómo es que el contenido visual ayuda a construir una mejor estrategia de Content Marketing? ¿Cuáles son sus características principales? Todo esto y más en un whitepaper de Column Five.
En un mundo en donde las marcas saturan de contenidos las redes sociales, ¿cuál es la cantidad correcta para publicar en realidad? Este es un adelanto de un estudio de TrackMaven para Content Marketing en 2015
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
2. / Omnichannel
Table of contents
03 WTF is omnichannel?
04 The evolution of omnichannel
06 Multichannel emerges
07 Omnichannel and the return of
brick-and-mortar
08 The mobile movement connects
the dots
11 Almost there: Four omnichannel
challenges
15 Realizing our omnichannel dream
02
3. / Omnichannel
Wait, weren’t we just getting the hang of multichannel
marketing? Pitching consumers on their winding,
multidevice, multiplatform digital paths to purchase
was complicated enough. Now comes omnichannel–
marketing’s newest, most superlative buzzword.
At first glance, “omnichannel” appears to be a game
of marketer’s one-upsmanship. Indeed, the Latin prefix
“omni” is misleading. Taken literally, “omnichannel” can
mean “all channels.” But there is another, more relevant
definition of omni, and that’s the one we’re considering
here: “without boundaries.”
Here, digital media is only one piece of the equation.
Omnichannel marketing integrates digital with all the
enduring analog stuff that consumers still cling to: the
brick-and-mortar store, print catalogs and telephone
helplines, not to mention offline ad efforts.
In a perfect omnichannel world, the budgeting siloes,
the walled gardens, the culs-de-sac and the data
fragmentation fade away, eroded by the smooth flow
of superior integrative tech. It all starts with establishing
customer identity in a way that helps marketers deliver
not just relevant advertising, but personalized service
and a frictionless path to purchase—regardless of
where that purchase is made.
Simply put, omnichannel is a marketing strategy that
aims to:
Stitch together a complete profile of each consumer,
carry that consistent identity across all channels both
online and off and use it to create tailored marketing
experiences that move sales.
As always, there are hurdles—cost, complexity, data
and delivery—but we’re not starting from scratch. The
seeds of omnichannel can be found from the earliest
days of organized marketing.
Lend us your ear, and we’ll explain.
03
WTF is omnichannel?
profile across all
channels
personalized salesonline / offline
$
4. / Omnichannel
Back in the day the objective was simple. TV, radio, outdoor and print campaigns
shouted a single broad message to herd folks into stores and toward the register.
“The consumer is not an idiot, she is your wife,”—Thanks, David Ogilvy— is about
as close the industry got to targeting their sweeping brand messages.
Driving foot traffic was relegated to below-the-line efforts like coupons, newspaper
circulars and, later, local TV ads. Big time agencies may have delegated these to
juniors, but it was these less-than-glamorous executions that provided a modicum
of usable measurement. Still, once that register rang, all marketers could do was
bid the customer goodbye and wait to measure sales lift. Who bought what and
why? Who knows? Sales were up and bosses were happy.
Omnichannel status:
Marketers create messages that move sales.
The evolution
of omnichannel
04
sales
$
profile across all
channels
personalizedonline / offline
$
5. / Omnichannel
To hunt this elusive prey, marketers whittled
a few reliable arrows for their quivers
Targeting
For the first time, the consumer was an individual. Specific de-
mographic attributes and psychographic characteristics allowed
marketers to see the man through the mob and to target offers
tailored to him.
Segmenting
Of course, there were still groups, but data allowed the massive
consumer herds to give way to countless market segments repre-
senting specific types—Tinier herds that were easier to steer and
customize for.
Sequencing
Continuous data collection meant that every message wasn’t
assumed to be a first contact. Each interaction was logged and
informed the next as the consumer moved toward purchase.
Retargeting
If the consumer’s journey ended just short of the register, a second
line of offers could nudge them back into buy mode. According to
eMarketer, over 72 percent of consumers can be swayed by these
ghosts of their unfulfilled buying impulses.
05
Digital shoppers now helmed their own consumer journey, and marketers had
to keep up. The cooperative couch potatoes of yesteryear, who would willingly
absorb a 30- or (gasp!) 60-second TV spot gave way to ADD-addled shoppers
running wild on the Web.
Cookies and click-throughs shed some light on the opaque shopper’s journey.
It wasn’t yet possible to connect a brick-and-mortar customer to their online
counterpart, but marketers began building bridges to connect the two worlds,
measuring the effectiveness of digital campaigns in getting folks into the store
and up to the register.
Omnichannel status:
Marketers create messages create tailored marketing experiences that move sales.
personalized sales
$
profile across all
channels
online / offline
$
6. / Omnichannel
Digital marketing promised a transparent path to clear
ROI, but never quite delivered. Instead, marketers
came down with a wicked case of shiny-object
syndrome, hurling experimental messages down
emerging social channels.
Look no further than the stampede of brands and
publishers jumping onto emerging social app Peach
without any promise of ROI. Likewise, Sprite’s Snapchat
campaign last year earned good press and 2.3 million
impressions in Brazil. But did it move soda pop? If you
don’t know, you’re not omnichannel.
Digital and offline efforts were made in tandem, but
the conversation between them was usually stilted or
altogether silent. Legacy structures put pressure on
isolated departments to throw efforts at ever more
targets with limited data crossing the divide. A 2014
survey by eMarketer found that only 30 percent of
brands surveyed had an integrated marketing team
and only one in five felt they could measure how
effective their campaigns were in a holistic way.
The inability to carry identity seamlessly to a physical
location, or even across to other devices and platforms,
is more than a missed opportunity. Consumers expect
integrated service in an increasingly connected world.
Omnichannel status:
Marketers create messages across all channels both
online and off that move sales.
This is where omnichannel comes in, to finish the job
digital started by merging the customer’s experience
online and offline to create what Sam Huston, CSO
of iProspect, describes as an “omnistore approach,
so we turn every touchpoint into a single universal
experience.”
Multichannel emerges
06
across all
channels
salesonline / offline
$$
profile personalized
$$
7. / Omnichannel
Omnichannel isn’t about being everywhere at once,
nor is it simply multichannel on steroids. It’s recognizing
every individual customer whether they’re shopping
online, offline, or both. To do so, marketers must forge
individual consumer profiles.
More than ever, today’s shopper begins by researching
a product, whether they intend to purchase it online
or off. (According to Google, 42 percent of in-store
consumers research their purchases online.)
This fact finding pulls consumers back and forth across
the digital/in-store divide, including everything from an
online search for a local store to the ability to digitally
check in-store inventory. And now, online purchases
can be picked up and returned in-store. Once the
shopper is in the door, the shopping resumes (and
might go right back online).
Nordstrom Rack acknowledged this phenomenon with
its initiative to allow e-commerce returns in-store: “It’s a
Trojan horse to get people into stores,” David Randolph,
senior vp of retail and e-commerce at 360i told Digiday.
“It creates a good atmosphere. If you return something,
you’re more likely to walk around, shop and buy
something else.”
A 2014 report by ICSC confirms the sentiment: Retailers
that offer both in-store pick up and returns in-store earn
more. Shoppers who return items in-store generally
walk out the door having spent 7 percent more than
they did online.
Overall, omnichannel shoppers are more valuable.
Those willing to merge their online and offline buying
habits have a 30 percent higher lifetime value than
others, according to a 2015 IDC study.
Omnichannel status:
Marketers create messages that carry a consistent identity
across all channels both online and off and use it to
create tailored marketing experiences that move sales.
Omnichannel
and the return of
brick-and-mortar
07
across all
channels
personalized salesonline / offline
$
profile
$
8. / Omnichannel
The ability to track individual consumers’ actions as they left their
PCs and headed to the store was the missing data link that would
finally unite the digital shopping experience with the physical one.
Only about 4 percent of marketers are able to use mobile shopping
data to draw unified conclusions about their customers.
Of the $22 trillion in worldwide e-commerce sales that were made
in 2014, 30 percent of those came from mobile transactions. But
marketers still need to keep their eyes on the ball: 94 percent of
these consumers’ spending still takes place in-store.
The mobile movement
connects the dots
08
To consecrate the marriage of physical and digital,
marketers invoke new technologies that bend the
boundaries between in-store shopping and
online browsing
Geolocation
Customers who share their geolocation can be targeted with offers when they’re
in or near a store and more likely to casually drop in.
Beaconing
Customers that opt in to beaconed Wi-Fi networks become trackable, sharing
data that can be resolved to their customer profile via a device ID.
9. / Omnichannel 09
Thanks to mobile in-store technologies, retailers can now see just what happens
in-between. Brett Leary, at DigitasLBi told Digiday, “They [retailers] are leveraging
the ability of mobile devices to give off signals about who a shopper is or signals
of intent.”
If you walk into Target and connect to their Wi-Fi, we now have an identifier. We
may not know who you are if you haven’t authenticated yourself, but we can see
the sites you might be going to. Are you comparison shopping, connect to your
offline activities?”
Mobile opens the door to omnichannel, by putting individual-level data about
in-store consumers at marketers fingertips, but the circuit isn’t closed quite yet.
Omnichannel status:
Marketers attempt to stitch together a complete profile of each consumer, carry
that consistent identity across all channels both online and off and use it to create
tailored marketing experiences that move sales.
profile across all
channels
personalized salesonline / offline
$
The mobile moment
connects the dots
11. / Omnichannel
Problem: Establishing identities
Technology has made it easy (many say too easy) for marketers to gather data.
The hard part is organizing that data into something useful. Marketers need to
index consumer attributes, preferences, behaviors and more from a wide variety
of sources: digital, social, mobile and in-store. This data is likely to be riddled with
inaccuracies and redundancies. Why? Consumers log in with different names and
email addresses, change their handles, use different addresses and then relocate
to multiple devices, many of them mobile. Matching a slew of device IDs to a given
user is rough.
This hurts marketers’ ability to target, but more importantly, it eats away at their
credibility. No one likes to receive an offer under the wrong name or to the wrong
address, and these fails damage the brand.
A siloed approach to marketing data doesn’t help, but breaking those silos
dramatically increases the threat of data leakage. Brands fear that shared data and
consumer insights could be used by agencies and other third-parties to assist other
clients or even competitors.
Solution: Merging data across channels and stitching it into unique profiles is a re-
quirement for omnichannel execution. Brands need to be aggressive about refining
and refreshing those profiles to keep them current.
Controlling data leakage, on the other hand, requires relationship management
between brands and their partners. Sam Huston of iProspect says that, with a bit of
precaution, the fear is unfounded. “Data leakage is a challenge but it’s also the eas-
iest thing to overcome. Most agencies recognize the need to handle data ethically
and have proprietary data responsibilities built into their contracts.”
11
Almost there: Four
omnichannel challenges
12. / Omnichannel
Problem: Creating experiences that cross borders
Creating that ever-evolving customer profile is only half the battle. The ability to
match it to individual customers across multiple channels and touchpoints is the
holy grail of an omnichannel strategy and one of the hardest to execute. According
to Deloitte, only 40 percent of retailers report the ability to accurately identify
their customers across all channels. As customers hop from device to device and
dodge in and out of stores, the complications of cross device tracking becomes
acutely felt.
Solution: A persistent ID knits together all the data brands are able to collect
about their customer and distills it into a single profile. Ad tech providers offer
solutions that create and maintain these persistent IDs by algorithmically
eliminating outdated or erroneous information (name changes, old addresses,
outdated geolocation, disparate device IDs etc.). Mobile devices and social
logins like Facebook then stretch that profile across all (or a majority of) a
consumer’s interactions with a brand, both online and in-store.
12
Almost there: Four
omnichannel challenges
13. / Omnichannel
Problem: The in-store experience has gone cyborg
Digital shopping is ubiquitous, but syncing up these interactions with brick-and-
mortar stores is still a challenge. Marketers and retailers accustomed to a traditional
siloed approach to online and offline marketing need to find ways to break down
barriers. That means implementing more technology in stores and giving associates
the training and tools they need to access and act on online customer data.
Jon Reily, vp of commerce strategy at Razorfish points to coffee king Starbucks
as a perfect example of harmony between physical and digital. “Their mobile
app is not only well-designed but does a choice few things very well, leaving it
streamlined and elegant while still functional. The ability to load your Starbucks
card via any medium (phone, web, app or in store) makes it the epitome of what
omnichannel should be: seamless commerce.”
Solution: Retailers are gearing up with new tools to target mobile-savvy shoppers.
Brands like Neiman Marcus have put tablets in the hands of associates, allowing
them to access customer profiles and data on the fly. Training brick-and-mortar
sales teams to act on digital data the same way digital marketers do makes it easier
to deliver a smart offer face-to-face.
This process also feeds holistically back into the digital side. Deloitte estimates
that retailers will have deployed as many as 2 million in-store tablets by the end of
2016 serving as both customer service and payment terminals. Data collected in
the store can also be fed directly back into a customer’s profile.
13
Almost there: Four
omnichannel challenges
14. / Omnichannel
Problem: If a beacon sends a coupon, does it make a sale?
The flip side of the identity problem is attribution, knowing which effort or
efforts really made a difference to which consumers. The problem has barely
been solved for digital, and now it has to account for in-store and other offline
touchpoints. In the old days digital marketers relied on the lowly last click for
attribution, assuming that the last thing a shopper saw was the thing that changed
their mind. Then came click-through attribution, which assigns value to the efforts
with the highest clickthrough rates. Neither metric tells us anything about what
works for the complex, multiply influenced consumer of omnichannel’s future.
Solution: The mistake of previous attribution methods was trying to assign all the
credit for a purchase to one channel. But a fractional attribution model better
captures the holistic spirit of omnichannel, assigning partial credit to each touchpoint
along the way to a sale. Omnichannel consumers are hybrid animals by nature,
exposed on by both online and offline factors. By giving specific weight to all the
appeals the customer touches on their way to the register, this method creates a
personalized recipe for converting that individual again the next time around.
An approach along the line of Nordstrom’s and Macy’s in-store return policy for
online purchases pulls more value from the individual consumer than a strategy
that draws sharp lines between channels.
Almost there: Four
omnichannel challenges
14
15. / Omnichannel
Omnichannel might feel more like a platonic ideal than a practical reality, but
brands are making serious strides toward achieving a working model. While only
a small fraction (14 percent according to L2) claim the ability to track customers
across channels and act on the data they glean from those interactions, a growing
number have executed a partial omnichannel approach.
While Starbucks can’t claim to universally recognize its customers anywhere
and everywhere, they can trace consumers carrying Starbucks cards across their
digital devices and in-store visits, making card ownership not just an asset to the
consumer, but a way for marketers to tailor channel-spanning campaigns to
identified prospects.
As physical and digital shopping experiences continue to collide and merge, an
omnichannel strategy will shift marketers from an attempt to be everywhere to a
mindset toward being everywhere that matters. Further, combining a digital
approach with the brick-and-mortar shopping experience creates the optimal
hybrid environment in which today’s consumers can spend as they please.
Transcending to omnichannel means that marketers can finally stitch together
a complete profile of each consumer, carry that consistent identity across all
channels both online and off and use it to create tailored marketing experiences
that move sales.
And really, hasn’t that been the dream all along?
Realizing our
omnichannel dream
15
profile across all
channels
personalized salesonline / offline
$