Digital Engagement Summit 2013 - Integrating Social Local and Mobile Marketing
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Transcript of Digital Engagement Summit 2013 - Integrating Social Local and Mobile Marketing
SoLoMo
Every customer journey begins with a story.
First Moment of Truth
Second Moment of Truth
Stimulus Third Moment of Truth
CUSTOMER JOURNEY
Source: Google Zero Moment of Truth
DEFINE: SOLOMO
Source: Nielsen – 2011
DEFINE: SOLOMO
Source: Nielsen – 2011
87% of Men
90% of Women
USE A PHONE
WHILE SHOPPING
SMARTPHONE SHOPPER
BLACK FRIDAY
INFLECTION POINT
EVERYTHING SHOWROOM
Source: Google Shopper Study – 2012
NEW POINT OF ORIGIN
THE INTERNET VIEW
THE EVERYWHERE VIEW
EVERYWHERE V.NEXT
THE DIGITAL GROCER
19
Someone, Somewhere
is looking to eat your lunch
THIS I BELIEVE:
TACTICS vs. STRATEGY
First Moment of Truth
Second Moment of Truth
Stimulus
Pre-shopping | In-store | In-home
At shelfIn-store
Experience
ZERO MOMENT OF TRUTH
www.zeromomentoftruth.com
RETAIL EVOLUTION
RETAIL EVOLUTION V.NEXT
Social Graph
http://nickapedia.com/wp-content/uploads/2012/06/API.jpg
CONNECT THE DOTS
• Manage reputation by
responding to feedback
• Accept Payments
through Square
• Market your SMB
through a storefront
PHASED STRATEGY
PHASED STRATEGY
LISTEN
BEFORE
YOU BUILD
PHASED STRATEGY
OPTIMIZE
DIGITAL
TOUCH POINTS
PHASED STRATEGY
BE IN THE
MOMENT
CUSTOMERS VALUE :
1. ACCESSIBLITY The opportunity to ad value in any situation or context.
2. LONG TERM RELATIONSHIPSBuild lasting relationships, creates arenas for
subscription and meaningfulness.
3. THE OPPORTUNITY TO
PARTICIPATE Participating with the customer in the product context
VALUE OCCURS IN THE
SHARED SPACE
THANK YOU!
Jeremiah Andrick
SM, Online Customer Acquisition
twitter.com/jeremiah
