Denver digital summit storybook relationship 6.16.15 final
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Transcript of Denver digital summit storybook relationship 6.16.15 final
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#DSD151
A Storybook Relationship:Driving Commerce Through Integrated Content
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#DSD152
The World We Live In
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#DSD153
“With the proliferation of smartphones, the large installed base of
tablets, and general cross-shopping behavior, the Web will influence over 50% of total US retail sales, and will continue to grow at 7% compound annual growth rate through 2018.”
–Forrester Research Web-Influenced Retail Sales Forecast, 2013 To 2018 (US)July 2, 2014
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#DSD154
Shifts in Retail Strategy
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#DSD155Sources:Fierce CMO | IAB | Internet Retails | Mediapost | PR News Wire | Sprout Social | Telemetric
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#DSD156
More than half the
searches on Google
were from mobile
devices
-
Search Engine Land
May 2015
More than half the
traffic to digital
Commerce sites in
UK was from mobile devices – Internet Retailer Se
ptember 2014
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#DSD157
Customer Journey
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#DSD158
mobilesocial
search eCommerce
Customer Journey
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#DSD159
Storytelling
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#DSD1510
• Searching for information around concepts and categories, less product specific details
• Cannot buy what users cannot find
• Desire for informed decisions• More robust product data
Isaac wants Information
Isaac wants Information
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#DSD15
Victoria wants Validation
• Consumers seek confirmation they should proceed with purchase
• Two way dialogue• Respect differences of all channels
and adjust strategy for each
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#DSD15
• More than just product specs• DIY, Enthusiast or Engineer• Detailed application of how
purchase solves problem• Potential community aspects
Ryan wants to Research
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#DSD1513
What is Working?
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#DSD1514
Isaac
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#DSD1516
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#DSD1517
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#DSD1518
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#DSD1519
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#DSD1520
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#DSD1521
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#DSD1522
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#DSD15
Victoria
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#DSD1524
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#DSD1525
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#DSD1526
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#DSD1527
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#DSD15
Ryan
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#DSD15
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#DSD15
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#DSD15
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#DSD15
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#DSD1536
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#DSD1537
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#DSD1538
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#DSD1539
Click to add picture
Where do you start?
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#DSD1540
Integrated Content Lifecycle
HOSTING
DEVELOPMENT
MO
BIL
E
INNOVATION
AN
ALYTIC
S
DESIGN
CREATIVE
PRODUCT MANAGEMENT
STRATEGY
SO
CIA
L
CONTENT
MEDIA BUYING
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#DSD1541
1.Identify the goal
2.Pick a persona to put through buying journey
3. Create content strategy tied to persona
4. Assess your technology needs and internal digital management within organization
5. Rollout, test, measure & adjust
How to get started
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#DSD1542
Liz DugganDirector of eCommerce [email protected](o): 872.888.6945
Questions, Comments Concerns?
Bob Egner VP Product Management & [email protected](o): 630.974.3021