what next for digital? search, mobile & the rise of social commerce
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Crafted MediaBriefing: where next for digital marketing?Search, mobile, and the rise of social commerce.TRANSCRIPT
Crafted MediaBriefing: where next for digital marketing?Search, mobile, and the rise of social commerce.
Crafted Media
30 Ipswich-based staff specialising in E-commerce Design Development Search engine marketing Social media Copywriting Mobile sites & apps
Hello
“Communities already exist. Instead, think about how you can help that community do what it wants to do”Mark Zuckerberg
For communities, read customers.
The opportunity lies where ‘new media’ meets traditional.But we’ve been calling it ‘new media’ for 10 years.
What are you doing now and where will your customers be next week?
Customers
Recent research from Forbes demonstrates exactly how valuable Facebook Fans are to a brand:
They are 41% more likely to recommend a company.
28% more likely to continue using them in the future.
Fans are worth on average $136.38 to a business and spend $71.84 more per year.
Search + Social Media increases CTR by 94 percent. (GroupM and comScore)
The stats
It’s all about search, paid and natural.And conversion.And maybe a follow-up email.Done.
‘traditional’ media
The way we were
+ =+
Now social influence during the search and research phase is more important than ever...
The way we should be now
+ = +
The way we need
to be
Remember the basics: the digital landscape is ever-changing, the key is to not get distracted by the latest shiny route-to-market, but integrate it with your existing digital activity.
‘Traditional’ approach: Traffic – keyword to landing page User experience – from calls-to-action to form usability Conversion, retention, rinse, repeat...
Remember the basics
The basics combined
Enhance all of the above by knowing your customers.
Who are they? Where are they? What are they talking about?
The answer still lies in social media, but search & social are increasingly mobile.
Crucially, once we’ve answered the above questions...
The basics+
What now?
People haven’t changed the way they are fundamentally, they are just more technologically enabled.
Make sure your website works on a mobile.
Mobile search
Mobile commerce
Mobile
This is not an ambush
Mobile shouldn’t remove the opportunity to consultatively sell.
There is less real estate to visually sell, so it is more important to focus on how your customers might view your business, products and services.
Mobile should highlight your products, emphasise your service enable the user
to reserve & collect to find store locations
Mobile is a new channel, not a replacement.
Mobile
Remember to not get excited about the shiny thing. Simply focus on where your customers are and how to sell to them
Mobile ad spend rose 116% in 2010 fo £83m
There are 3 types of specific mobile advertising:
Search Ads - similar to traditional search ads but have some additional features.
Web Display Ads – Display banner and text ads shown across the network. Either optimised for mobile pages or shown on desktop sites via high end devices like the iPhone.
App Display Ads – These ads are shown across a range of apps E.G. Google Maps, Shazam
Mobile search & ads
Location Extension
Click to Call Extension
Click to Download App
Mobile search extras
Mobile targeting
As with any mobile or social activity, this is not instead of the basics, this is a new route to market.
So what?Just a website isn’t a strategy.
So what?Just visitors will not keep you in business
So what?Just social networking is all talk and no trousers
Social commerce
So sellMobile commerce
Allfancydress.com
Allfancydress.com
Significant % of overall sales within days of launch
Anyspacedirect.co.uk
Anyspacedirect.co.uk
New technology
Brand building
New sales channel
The pointEngaging your customers via the most effective means.
Social commerce – e-commerce through social networks
Social change: social shopping and social influence are an integral part of our lives. (Note: I didn’t mention ‘online’ or ‘digital’ there)
Customer behaviour has not changed (much), but when we ask a question, or seek an opinion or recommendation it is amplified.
Social change
Social interaction
The power of advocacy
The socialisation of your brand drives business
Nearly 40% of consumers ’like’ companies on Facebook to publicly display their brand affiliation to friends. [Source: ExactTarget, via Social Media Examiner, October 2010]
40% click ‘like’ button for, or ‘liked’ a company, brand or association on Facebook to receive discounts and promotions. [Source: ExactTarget, September 2010]
Social commerce
Social commerceShopping via Facebook
Shopping in Facebook
The phasing out of FBML, the phasing in of iframes.
People are happy with the ‘security’ of Facebook.
Truly social commerce
‘Free personal shopping network service complete with live chat, enabling consumers to seek product advice and recommendations from knowledgeable advisors in real-time.’
Off(line) and on again
Group-buying
Group-buying
Open social discovery
Facebook Connect
Share on Twitter
Then aggregate...
Social curation
Buzz monitoring combined with reviews
Quant plus Qual
Trusted / respected source of opinion
By 2014, more people will be accessing the internet on their mobile phones than laptop / desktop computers*
Web 2.0 was when the consumer started creating instead of just consuming. Now we can influence brands; we have (some) control..
Next step: "sensor-driven collective intelligence“**
The final disappearance of the boundary between"life online" and "real life", between the physical and the virtual.
Oh, and Twitter advertising is coming to the UK.*Professor Manuel Castells – Digital Obama Architect
**Tim O-Reilly
What next?
“We fear change.”
