chasing the dynamic customer

SEO OVERVIEW CHASING THE DYNAMIC CUSTOMER: FADING BOUNDARY BETWEEN TRADITIONAL & NEW MEDIA

SPEED OF CHANGE

FACEBOOK DIDN’T EXIST

Thomas Friedman


TWITTER WAS A SOUND

Thomas Friedman


TWITTER WAS A SOUND

THE CLOUD WAS IN THE SKY

Thomas Friedman


TWITTER WAS A SOUND


4G WAS A PARKING SPACE

Thomas Friedman


TWITTER WAS A SOUND



LINKEDIN WAS A PRISON

Thomas Friedman


TWITTER WAS A SOUND



LINKEDIN WAS A PRISON

SKYPE WAS A TYPO…all that changed in 6 years

Thomas Friedman

GANNETTLOCAL JOURNEY

Integrated marketing solutions with emphasis in social and mobile

Validating the business concept

Local starts to look more like amazon

Introducing digital products to our media

properties

Social media gains local traction

Deal of the Day exploded into the

local space

PUBLISHER AGNOSTIC POINT OF VIEW

GOAL Reach target

customers

GOAL Reach target

customers and deliver the best

ROI

WE’RE TUNING OUT THE NOISE

The average consumer sees 3,000 brand impressions a day. Media is and will continue to converge as brands are challenged to intercept this elusive customer, regardless of medium, channel or time of day.

HARD TO GET OUR ATTENTION

1972 – 34 SHARE 1982 – 28.4 SHARE 1991 – 21.3 SHARE 2001 – 15 SHARE 2011 – 12.9 SHARE

THE CONSUMER IS IN CONTROL

•  People ARE talking about YOUR business

•  Customers are becoming “Mayors” •  Reviews are being made

•  Photos shared instantly

EVOLUTION OF MARKETING

<1990 1990s 1999 2000s 2010

Direct MailTelephone

TelevisionRadioPrint

Display

IMEmail



DisplayWebsiteSearch

Online Display

IMEmail




Online DisplayPaid Search

Landing PagesMicrosites

Online VideoWebinars

Af!liate Marketing

Mobile EmailSMSIM

EmailDirect MailTelephone






Af!liate MarketingBlogsRSS

PodcastsContextual

WikisMobile WebMySpace

Addressable VoiceMobile EmailSMS + MMS

IMEmail







Af!liate MarketingBlogsRSS

PodcastsContextual

WikisMobile WebMySpace

BehavioralFacebook

TwitterYouTube

Virtual WorldsAugmented Reality

WidgetsFlickr

Location-Based(e.g. Foursquare)

MEDIA FRAGMENTATION CONTINUES TO INCREASE

SOURCE: LCM Wave 16 Q3/2012 (and prior waves, if relevant). Methodology: Online panels. Findings may not be statistically significant.

Average Number of Media Used by SMBs for Advertising and Promotion

SMBs ARE BUILDING A ROBUST ONLINE PRESENCE

SOURCE: LCM Wave 16 Q3/2012 (and prior waves, if relevant). Methodology: Online panels. Findings may not be statistically significant.

The typical SMB now has multiple “presences” online. We measure 13 different types of online presence, with some representative results shown below.

MOST LOCAL WEBSITES ARE POOR •  Only 13% have a local phone number on the home page

•  Only 24% have an email address on the website

•  36% of websites are only a single page

TODAY’S SALES FUNNEL IS MORE LIKE A FLIGHT MAP

77% OF VIEWERS USE ANOTHER DEVICE WHILE THEY ARE WATCHING TV

SOURCES OF INFORMATION NEEDED BEFORE MAKING A BUYING DECISION

15

10

5

02010 2011

5.3

10.4

Source: Google ZMOT Handbook, 2012

CONSUMERS USING SEARCH ENGINES TO FIND WEBSITES, PRE-PURCHASE

Source: Google ZMOT Handbook, 2012

75

100

50

25

02004 2012

83

61

GOOGLE DECLARES FIRST NONLINE SHOPPING SEASON Lines between offline and online shopping experiences are blurring

THE DYNAMIC CONSUMER JOURNEY: CHANGING YOUR MARKETING STRATEGY “When marketers understand this journey and direct their spending and messaging to the moments of maximum influence, they stand a much greater chance of reaching consumers in the RIGHT PLACE at the RIGHT TIME with the RIGHT MESSAGE.” David Court Director Sales & Marketing Practice McKinsey & Company

BACK IN THE DAY: EASY PURCHASE PROCESS

Todd Ebert, Rethinking the Consumer Buying Process, Oct 2011

TARGETGenerate Leads

ENGAGENurture Leads

CONVERTIncent/Motivate

LOYALTY

Saw traditional offline ads

Asked friends

Checked Print Directories

Spread Word-of-Mouth

?

Yellow Pages

WINNING THE ZERO MOMENT OF TRUTH

Source: Google/ Shopper Sciences, Zero Moment of Truth Study April 2011

DYNAMIC CONSUMER JOURNEY

Source: Google/ Shopper Sciences, Zero Moment of Truth Study April 2011

TODAY’S CONSUMER: COMPLEX PURCHASE PATH

Todd Ebert, Rethinking the Consumer Buying Process, Oct 2011

At each stage, consumers are influenced by multiple forms of media.

Online Advertising

Reviews

Content Sites

Search DirectoriesSocial Media

Business Sites/Blogs

Deals & Offers

CONVERT

ENGAGE

TARGET

TARGETGenerate Leads

ENGAGENurture Leads

CONVERTIncent/Motivate

LOYALTY

NEW PURCHASE JOURNEY

CROSS CHANNEL INTEGRATION

PAID, EARNED & OWNED MEDIA

SOURCE: The Converged Media Imperative: How Brands Must Combine Paid, Owned & Earned Media Altimeter Group, July 2012

Display, banner ads, print ads, TV, Radio, PPC ads, Billboards, Direct Mail

Corporate website, website, corporate blog

CONVERGED MEDIA DEFINITION •  Two or more channels of paid, earned and owned media. •  Consistent storyline, look and feel. •  All channels work in harmony, enabling brands to reach customers

throughout the customer journey

© 2012 Altimeter Group

CREATING BRANDED ‘SURROUND SOUND’: How media types influence and enable each other

© 2012 Altimeter Group

PAID

OWNED

EARNED

Drives v

olume t

o brand

Drives volume

Provides platformProvid

es platf

orm

Instructs where to amplify

Informs innovation, creative

THE POWER OF INTEGRATION

THE CHANGING BUYING CYCLE – REAL ESTATE

Discovery Research Selection Closing

Buyer first thinks about purchasing

new home

Motivated by desire or need;

not “finding,” but “ruling out”

Understand process, tools

available, market landscape

Self Directed



Buyer actively seeks specifics

Neighborhoods, property

attributes, narrow possibilities

Aware of brands and agents, may place home on

market

Heavy Web Use



Buyer becomes more

discriminating

Comfortable with knowledge

Shorten list of target homes, attributes

considered increase

Commit to Relationship; Ideal Agent Lead

THE OLD BUYER LIFE CYCLE – REAL ESTATE


Sales function, not marketing


Agent Entry Point

THE OLD BUYER LIFE CYCLE – REAL ESTATE

Homes Viewed Attributes Considered

Source: The Winning Real Estate Brokerage, Alex Zoghlin, VHT, Fall 2011.

TODAY’S HOME BUYER – REAL ESTATE




Agent Entry Point

OLD BUYER LIFE CYCLE VS. NEW BUYER LIFE CYCLE


Agent Entry Point


Agent Entry Point

Old Buyer Life Cycle New Buyer Life Cycle



Lead Capture Opportunity

ART & SCIENCE OF MARKETING: MARKETING MIX OPTIMIZATION PLAYBOOK

•  The art of marketing helps you coordinate marketing channels, and the messages you put into those channels, based on where in the customer life cycle each channel is most effective.

•  Activating brand assets across channels to support the customer life cycle.

•  The science of marketing taps into the rich data associated with all of these channels so that you can make an investment decision based on desired outcomes rather than past investment levels and rule of thumb.

•  Increasing customer fragmentation demands we get better on the link to business outcomes

EFFECTIVE MARKETING PROGRAMS MUST SUPPORT THE CUSTOMER LIFE CYCLE

•  Reach channels support discovery

•  Depth channels support exploration and purchase

•  Relationship channels support engagement

REACH CHANNELS SUPPORT THE DISCOVER PHASE OF THE LIFE CYCLE

RELATIONSHIP CHANNELS SUPPORT THE ENGAGE PHASE OF THE LIFE CYCLE

THE MARKETING RADAR MODEL SUPPORTS THE ENTIRE CUSTOMER LIFE CYCLE

Reach channels

To succeed using this model: •  Both offline and online

channels feature heavily at every stage of the customer lifecycle

•  PEO describes only the characteristics of media channels rather than customers relationships with those channels.

•  Marketing plans and budgets must focus on how channels support the customer journey

Depth channels

Relationship channels

BUYING A MASSAGE

BUYING KITCHEN SUPPLIES

TARG

ETEN

GAGE

CONV

ERT

LOYA

LTY

1 3 52 4 6 7 8

On Facebook and sees ad for cool kitchen supplies from local business

Clicks on Facebook landing page which takes her to local business website to look for merchandise inventory

Sees print ad announcing weekend sale on frying pans

Uses mobile to look up Google+ local page to get driving directions and decides to call and ask about speci!c item in stock

Uses mobile phone to scan barcodes to see if frying pans are cheaper anywhere near store location, !nds cheapest price at Amazon but wants it now

Purchases 10” Calphalon frying pan

Provides email address to local business for updates on cooking classes

Likes Facebook page after receiving email to get 25% off on cooking class

Likes the brand on Facebook and writes a positive comment on the brand page

$$

Sur!ng the web on recipe sites and sees retargeting display ads for local business

25%

DAY

BUYING FURNITURE

TARG

ETEN

GAGE

CONV

ERT

LOYA

LTY

1 3 112 4 12 16 17-34 35 42 45

Sees TV commercial on seasonal sale

Retargeting Ad Retargeting Ad Retargeting Ad

TV Commercial TV Commercial TV Commercial

Searches for latest trends in couches

Facebook friend recommends a

few stores

Friend sees her foursquare check-in

on Facebook and comments how

much she enjoyed working with a

particular sales rep

Email inviting her to an after hours event to unveil

new fashion line of couches, she replies

to invite online

Attends VIP event, seeks out sales rep recommended by

friend

Visits local business websites to

look at styles

STORE

Asks Facebook friends if they know a place to shop

with cool styles

VIP

Purchases the couch

$$

Likes the brand on Facebook and writes a positive comment on

the brand page

DAY

BUYING A CAR TARG

ETEN

GAGE

CONV

ERT

LOYA

LTY

1DAY 3 222 15 23-37 37 38

Likes the Facebook brand page to get service

discount coupons

Visits car manufacturer sites

to look for cars

Mobile search while out on the

weekend to visit a few dealerships in

the area

Researches and compares car prices

and inventory on cars.com and

AutoTrader.com, visits a few dealer

websites

Searches for car on Google, visits a few dealer websites

Discovered from Google search, a YouTube video produced by local auto

dealership comparing two brand cars in same class

Searches for each dealership on Google reading

reviews on Google+ local and Yelp, eliminates one

dealership off the list due to negative sentiment

Negotiates with a few dealerships online, provides email address and mobile

phone number

Print ad from dealership with end of the clearance pricing

TV commercial for one of the brands of cars on the list

While sur!ng the web & facebook sees ads from one dealership he tried to buy the car from

Picks dealerships based on brands

remembers seeing newspaper ads

Purchases the car

$$

chasing the dynamic customer

Business

facebook didnt

sound thomas friedman

sky thomas friedman

parking space thomas

prison thomas friedman

years thomas friedman

local space

parking space linkedin