Presented by: David Fox Jensen, CEO
The Consumer Discovery Journey (CDJ)A dynamic and fluid approach based on a longer consideration and evaluation process by which many different criteria are considered to include: consumer point of view, reviews, product comparisons, opinions, data, social influences.This model has a longer evaluation period and focus.Based on the consumer controlling/creating/influencing much of the fact-finding and content creation; particularly having influence on relevance and content quality.Post Purchase experience is based on open-ended engagement with brand/product and online sharing.
Content is KingConsumers Value Consistent, Quality, ContentEducatesEntertains
ValueThe more they value your content the more they
Your internet success is dependent on how and what you contribute.Do you product it? (wholesale)Do you own the distribution network? (Distribution)Do you buy it and then resell it (Retail)Do you market it? (Marketing)
One of the tools you can use is geolocation marketing
Geolocation Marketing DefinedThe use of a consumers geographical location for the purposes of marketing.
In Practice: Utilizes location based services (LBS) on mobile devices to pinpoint a consumers geographical location and deliver marketing materials to the consumer or to create a location based user experience to either sell a product or increase awareness.
Location based services: A fancy way for saying the use of GPS and land based towers to pinpoint location.
Marketing Materials: Any material created on behalf of an organization to establish authority on a subject, persuade a consumer to buy a product or increase brand awareness.
User Experience: Any form of interaction between consumer and company usually over a digital medium.
Todays mainstream Geolocation marketing optionsMobile SearchMobile Banner AdsSocial Media IntegrationCheck InsSharingPUSH MessagingMobile WebsitesMobile Apps
Example 1: Mobile Banner Ads and Rich MediaThe Objective: Build Brand Awareness of the Audi Q3
The Solution: HTML5 rich media (banner ads), time targeting and publisher category selection
The Results: Peak CTR Of 1.025% 5% of consumers downloaded the Q3 brochure7% of consumers clicked through to the mobile site for more information
Key points: Clear goalSolid user experienceUse of engaging content
Example 2: Mobile SearchThe Objective: Increase Mobile Search ROI. Increase mobile booking growth and mobile traffic.The Goal: Provide users with the information they are looking for when accessing via a mobile device; and drive room sales.The Formula: Use of Click-to-call (CTC) and location extensions on paid mobile search advertising.The Results: 20x Increase in mobile paid search ROIMobile booking growth of 20% month over month200% increase in mobile traffic (traffic to their mobile sites)
Example 3: Social MediaThe Objective: We wanted to increase awareness of our Tablet S, generate buzz in advance of the launch and drive in-store visits to Sony stores and dealer stores, said Marcy Cohen, head of social media at Sony Electronics.The goal: Get as many people as possible to try the Tablet in person and encourage them to tell their social networks in short, go viral.The Formula: Created a custom tab on the Corporate Facebook page with clues to locations people could try the device before launch, vote for a location to try the device and a chance to win a free devicePeople RSVPed on FacebookUsed geotargeted Facebook check-ins and posts to notify consumers about their events and locationsOn site events with SWAGChance to win on site predicated on providing email address or taking a photo with the tablet and posting it on Twitter with hashtag #CatchTheTabletThe Results:Twitter: More then 1,700 tweets, fan base increase of 4.5%Contest Entries: 8,800Pre-Order Website: 1,000 clicksFacebook: 41,437 engagements on the FB tab, Fan base increase of 8%
User experienceIf you are expecting the user to interact with you via their mobile device make sure you account for the user experience.Do not use any geolocational marketing unless the user can easily navigate downstream.
Keep It Simple Stupid (K.I.S.S.): Make it easy, simple and easy for the big fingered to navigate.
Clear call to action: Make your call to action clear and easy to execute.
Lighthouse Media SolutionsLighthouse Media Solutions is a forward-thinking media solutions and creative design company that specializes in identifying and executing strategies that leverage traditional and emerging technologies. Our team is comprised of creators, technologists, artists and strategists who use and create marketing strategies in the digital world.Website design, development, management, hosting and optimizationMobile website design, development, management, hosting and optimizationE-marketing: e-newsletters, e-blasts, e-magazinesSearch engine marketing and optimizationSocial media management and marketingMarketing strategy developmentVideo production: online, viral, off-lineRadio advertisement productionPrint ad design and layoutEvent strategy and productionDirect mailBranding and corporate identitySales collateral: brochures, business cards, letterhead, flyers, banners, newsletters, magazines
Thank your for your time.
David Fox Jensen, CEO857-366-2246Djensen@LHMediaSolutions.com
The process by which consumers make purchases has changed. If you were here for the mobile marketing roundtable last year, we talked about the consumer discovery journey and how critical it is to make repeated contact with customers throughout the process.
Recap: Define: Read off of slide
Break down the following:
Evaluation: Long discovery/evaluation period by which brands are added, removed and re-evaluated based on the information that is gathered at the time by the consumer.Lots of content is considered in the process including: reviews, consumer point of views, product comparisons, social media, consumer generated content.Lots of content is consumer generated and consumer controlled.
Post Purchase:It is critical to develop an interpersonal connection with the buyer post purchase for the following reasons:
1. Create a brand champion (advocate): They are going to be having a conversation and creating content without you. Why wouldnt you make an attempt to positively influence their experience, build reporte and attempt to develop a long term interpersonal relationship.
Loyalty Loop: Research shows that consumers that have a bond with a brand will have a shorter re-discovery period when deciding on their next boat/brand.
Transition:Therefore it is critical to identify where consumers are getting/gathering their content during the evaluation process and build this into your marketing plan.Additionally, it is paramount that we plan post purchase activities that will build long term interpersonal relationships and consumer engagement.
*Consumers VALUE: Good, Quality, Content (slow) that either Educates or Entertains
Everything we sell, thing we compete for in the marketing world comes down to two categories. If it isnt one of those two its just noise.
Now, noise is effective and does work. But it is predicated on repetition, repetition, repetition and driving the idea or concept of ownership into our minds. Cars at $40k or $60k for the average American is not a intelligent financial decision. Yet x billion of new automobiles are purchase every year.
But buying a lifestyle, an image or a persona is an internal justifier for ourselves for the bad decision. And we make it willingly based on if we were educated or entertained by our experience leading to the decision.
*The more consumers value your content the more they:
Like, PIN IT, Tweet It, Share It, Reference It, Link it, Rely upon it and tell others about it*One of the ways we can ensure that we are consistently feeding information to consumers as they travel along their discovery journey is to utilize todays mobile technology.
Read definition, practice and key points.*What to look for: Either buy through an Ad Network or directly from consumer facing content developers (boating pubs) with large enough readership base and the technology and ability to segregate their data and/or deliver based on location/device/etc.*What is push marketing? Push marketing is where you develop advertising and promotional strategies geared toward your marketing and distribution channels to entice them in promoting your product. As consumers, you rarely see this type of marketing when it is directed to the distributors. It might include wholesale discounts, kickbacks, bonuses, and other types of support. It's all designed to have the retailer promote your product to the end users over a different product.
In recent years, I've seen a nearly exponential increase in the past decade - another type of push marketing is taking over. It's the referral and word of mouth marketing. When companies encourage happy customers to spread the word to their friends and families, that's a type of push marketing. Or, when companies make ads that are controversial, cheeky, or downright shocking, they create a little buzz - that's another type of push marketing.
Why you need both. Just one strategy will not give you as good of a return. I believe you need to balance both strategies to create a great marketing mix that powerfully entices customers to come through your door. Some customers react to one type or to the other. For example, the bargain hunters might react to the pull marketing tactics while the socially-aware buyers might respond to the push marketing. Or, if you have a product that require