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Brand marketing is no longer one-dimensional. Today, it's a two-way process, with the company and consumer in constant dialog. Agencies must now center their business around understanding – and responding to – every single touch point of the customer journey.
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Monday, October 28, 13
Hi!@shannon_denton | @razorfish
Monday, October 28, 13
COMMERCE
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A state of disruption
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$10 billion
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Showrooming still challenging traditional retailers
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Omnichannel is driving new experience and platforms
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In-store digital has arrived
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Marketing is Commerce. Commerce is Marketing.
Monday, October 28, 13
Shopping used to be a planned event
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The traditional retail model
Advertisements Stores
MARKETING MERCHANDISING ANDSTORE OPERATIONS
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Even with digital, the model is mostly the sameAdvertisements Stores
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Driver of Change
MOBILE + CONNECTED DEVICES
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Shopping and buying are every day things
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Consumers don’t want to discover the product on the brand’s terms
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And they expect quick access to purchase
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Ubiquitous shoppingYesterday Today
Funnel Journey
Done to you Done for you
Interruption On-demand
Impression Experience
$$ $
$$
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Make the commerce experience the best brand experience.
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A beautiful, easy-to-use store
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Integrated storytelling and content publishing
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A great brand and product story
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Shoppable marketing campaigns and social commerce
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Monday, October 28, 13
Monday, October 28, 13
Where it’s all headed:
A Collision of Digital Giants
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Top digital commerce companies?
Top digital advertising companies?
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Making marketing+commerce happen
• Work with clients to break down the silos • Continue to experiment with shoppable media & social
commerce• Drive new technology platforms that enable seamless
connectivity across devices, products, transactions and personalized data
• Integrate content marketing with smart UX design to enable great brand stories AND high-performance commerce
Monday, October 28, 13
Monday, October 28, 13
