SlideShare a Scribd company logo
1
4/26/2017 #oredigital
2
4/26/2017 #oredigital
“The key is to win the first moment of truth, that is to say, get and
keep the attention of the shopper at the point of purchase where a
massive
70% of buying decisions are made.”
Jesper Wiegandt, Marketing Director P&G
3
4/26/2017 #oredigital
Opportunity to Influence
Traditional 3-Step Model
STORE
IMAGE
SALES
PERSO
N
Traditional
Awarenes
s
STORE
SHELF
4
4/26/2017 #oredigital
No Shelf,
Salesman, or
Physical Store
Traditional
Awarenes
s
Google answers 114.7
billion searches a month
Opportunity to Influence
New Mental Model
5
4/26/2017 #oredigital
The New Consumer Model
6
4/26/2017 #oredigital
Effects on Traditional Media
6
#oredigital
7
4/26/2017 #oredigital
Types of media and actions
taken following exposure
Prompted to search
(Google, Yahoo! & Bing) 67% 64% 78% 77%
Direct to advertiser’s site 26% 15% 21% 21%
Direct to storefront 7% 11% 1% 2%
Nearly 3 in 4 consumers exposed to traditional advertising (within a traditional
media) later look up the product or brand online.
Traditional Media Drives Online
Action(s)
8
4/26/2017 #oredigital
ZMOT vs. Adult Literacy
80-85% research
products online prior
to purchase
86% of Americans can read
8
#oredigital
9
4/26/2017 #oredigital
Can a business still
operate without building
a digital brand?
As a consumer, how do
you feel when you can’t
find business
information online?
10
4/26/2017 #oredigital
How does it all work?
11
4/26/2017 #oredigital
End Moment
Consumers have complete control over how they consume
information. The rate of consumption is regulated based on
need, interest and intent.
12
4/26/2017 #oredigital
Consumer Research Moments
Active Consumer Session Passive Consumer Session
13
4/26/2017 #oredigital
Active Consumer Session
Online discovery driven
by traditional media
awareness
1st Party data &
3rd Party Data Collection
14
4/26/2017 #oredigital
Targeting a Passive
Consumer
1st Party Data
1st Party Data
+
3rd Party Intender Data
Behavioral Targeting
& Remessaging
Passive Consumer Sessions
produce the majority of
internet traffic
15
4/26/2017 #oredigital
The Holy Grail of Marketing
Tying online attribution to in-store sales
16
4/26/2017 #oredigital
Is Audience Attribution Modeling the
next best thing?
Site Attribution Tools:
Attribution and Campaign Mapping
Analytics (Google, Adobe, etc)
Campaign URLs (UTM, URL Tag, Built URLs)
Analytic Goals (engagement, conversion, e-
comm)
Tag Manager (on-page events)
Engagement Metrics
CTR Benchmarking
Cookies/ Pixels (View-Through/ Conversion)
DMP Data Collection
In-Store Attribution Tools
Daily Traffic Estimates
Revenue Tracking
Products Sold
External Environments (seasonal, weather, etc.)
17
4/26/2017 #oredigital
Purchased Online
Purchased Offline
Research Online Purchase Offline (ROPO)
Despite the growing popularity of online shopping
8 out of 10 consumers research online and purchase offline
18
4/26/2017 #oredigital
Ecommerce
represents only
6.4
%of retail sales
ROPO v. Ecommerce
18
#oredigital

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Zmot - The Reason Digital is Important.

Editor's Notes

  1. Traditional consumer model first released in early 2001 by Proctor and Gamble detailing the consumer journey when responding to a stimulus
  2. In our market we’ve seen website traffic jump as part of the result of running an ad in the newspaper.
  3. Allen to discuss what we heard….
  4. Active Consumer Session Digital activity generated by a specific product purchase or goal in mind. Active search moments are created by consumers who have an active interest or need in a product or service. Passive Consumer Session Consumer within the purchase funnel but not displaying any real time purchase or research intent or activity. Intent activity centers around social, news, entertainment etc. Consumer can be exposed to and made aware additional brands or services. Passive consumers can be converted to active consumers by stimulus or display targeting resulting from previous active consumer Session(s).
  5. What did you do first thing Monday Morning? An last thing on Friday? Opportunity to build a brand when consumers are not actually searching for your product – The past activity has labeled this consumer as an intender. The typical consumers is exposed to over 1,700 display ads per month