Online Consumer BehaviorsChanging Strategies for a Changing World

Presented by Scott Chapin

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DigiKnow

• Agency founded in 1995 in Cleveland, Ohio by Agency and

Technology Veterans

• Offices in Cleveland, Ohio and Buenos Aires, Argentina

• Staff of creative, technology, planning and management

professionals

• Consumer products, B2B, institutional, government and

major league sports clients nationwide

• Online Marketing and Technology Consulting, Mobile

Development, Web Development and Online Advertising are

core businesses

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BEHAVIOR CHANGES WITH TECHNOLOGY

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Email Marketing

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Ecommerce

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Mobile Marketing

• 270 million cell phone subscribers ∏

• 110.4 billion text messages (SMS) per month∏

• Smartphone usage is over 25%Ω

• 19% of Americans said they accessed the internet on their mobile yesterday§

∏ - CTIAΩ - eMarketer§ - Pew Internet

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Mobile Internet Growth

2013

2012

2011

2010

2009

2008

134.3

122.1

106.2

89.2

73.7

59.57

US Mobile Internet Users and Penetration, 2008–2013(millions and % of mobile phone subscribers)

(22.0%)

(26.3%)

(30.6%)

(35.6%)

(40.2%)

(43.5%)

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Many Platforms, Many Rules

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Social Media

“Networking”

“Friending” “Microblogging”

“Expressing”

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DIGITAL COMMUNICATIONS ENABLE SOCIAL SHARING

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Consumers Trust Peers

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Consumers Trust Peers

• 90% of consumers online trust recommendations from people they know; 70% trust opinions of unknown users. (Econsultancy, July 2009)

• 67% of shoppers spend more online after recommendations from online community of friends. (Internet Retailer, September 2009)

• When making purchase decisions, North American Internet users trust recommendations from people they know and opinions posted by unknown consumers online more than advertisements on television, on the radio, in magazines and newspapers, or in other traditional media. (Nielsen Online, April 2009)

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Consumer / Brand Interaction

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ATTENTION SPANS ARE SHORT (AND ALTERNATIVES ARE PLENTY)

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What did you see?

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What would you click on?

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UI design can’t be an afterthought

• The best designs are invisible

• User interfaces must be built with each customer in mind

• Good UI’s don’t win awards, but they can make a lot of money

• Balancing best practice with user testing creates the right customer experience

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MICRO-TARGETING IS POSSIBLE

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Your data is everywhere

• A digital fingerprint is left behind with every click you make

• These impressions allow for better targeting and measurement

• Personalization increases conversion and improves user experience

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Geo-targeting PPC

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Demographic Targeting

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Dynamic Email Marketing

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Analytics Segmentation

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TESTING IS CHEAP

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Analytics – the basics

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Visitor Profile Analysis

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Geographic Analysis

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• Goal pages identify the target action for a site interaction or campaign

• Funnels visualize the conversion process and identify areas for adjustment

Goals and Conversion Funnels

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In-Page Analytics

• Eye-tracking and Mouse-tracking provide an additional layer of data on top of the actual page interactions

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• A/B and Multivariate Testing let the data decide which image, copy or layout produce the best results

Website OptimizationA/B Testing

Multivariate Testing

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Pay-per-click Advertising

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Conclusion

We live in a digital world where consumers behaviors change and the communication tools change almost daily.

The best way to stay relevant is to change with them.

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Questions?

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For more information please contact:

Scott ChapinDirector of Consulting Services216-325-1981schapin@digiknow.com