In the Buyer's Head: Leveraging Consumer Mindsets to Increase Sales
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In today’s fast-paced world, finding the modern consumer can feel like a moving target. As new buying channels emerge, brands will need a better understanding of the buyer’s mindset to ensure they have the right content in the right spaces. As part of Red Door Interactive's Speaker Series, attendees learned about the different buying channels, the changing marketing landscape, and how to leverage Amazon in their own omnichannel strategies.
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In the Buyer's Head: Leveraging Consumer Mindsets to Increase Sales
- 3. REDDOORINTERACTIVE Insert a picture of a person in retail store and holding a smartphone or something like that SUGGESTION: http://www.gettyimages.com/licen se/608166799
- 4. Consumers’ perception of brands are shaped by the many interactions they have across varied touch points in a non-linear journey. Omni-channel marketing requires curating your brand experience across all touch points where you choose to participate. @icowboy @reddoor
- 5. REDDOORINTERACTIVE Shoppers gravitate toward the best brand experience, regardless of physical or virtual location, and embrace the best of both worlds. Marketers rank “Consumer Buying Preferences” as the top factor affecting business today. @ICOWBOY | @REDDOOR Source: eMarketer
- 6. The consumer is in the driver’s seat.
- 7. REDDOORINTERACTIVE A sample of one of many nonlinear paths consumers will take in their decision-making journey. The marketer's goal is to deliver the right content at the right time across touch points. Source: PWC Tuesday Wednesday Saturday Sunday @iCOWBOY | @REDDOOR
- 10. REDDOORINTERACTIVE Shoppers gravitate toward online shopping because it’s a solitary activity, they can do it in the comfort of their home, and it’s a convenient way to access a variety of prices and products. Source: Iconoculture Online Shoppers Value Curiosity Relaxation Learning Inclusion Source: Iconoculture
- 11. REDDOORINTERACTIVE Shoppers head in-store for the opportunity to interact with other people, to touch and see products, and for a welcome diversion from everyday routine. Source: Iconoculture Online Shoppers Value Family Thrift Sharing Security Source: Iconoculture
- 12. REDDOORINTERACTIVE Consumers do a lot of shopping online. But they still like brick-and-mortar stores — and younger consumers really like them. Source: Iconoculture @ICOWBOY | @REDDOOR
- 13. REDDOORINTERACTIVE Source: Iconoculture @ICOWBOY | @REDDOOR 74% of consumers ages 15 to 65-plus who shop in stores or online at least once a month believe “it’s important for brands to have a physical store vs. online only.” 80% of Gen Z and 82% of Millennials, versus 69% of Gen Xers and 65% of Boomers, Gen Z and Millennial consumers are much more likely than their elders to say that stores are important.
- 14. REDDOORINTERACTIVE Your consumer is omni-channel, therefore your marketing strategy should be too. Content must extend beyond TV commercials, print ads, and customized merchandising displays.
- 15. REDDOORINTERACTIVE Traditional Marketing Model 1. Anchored around awareness and pushing messages to consumers. 2. Focused on “above the line” paid media advertising campaigns. 3. Fixed, turn on/off, and long load times. 4. Tight control of marketing messages. 5. Siloed approach to consumer and shopper marketing. New Marketing Model 1. Anchored around brand experiences pre- and post-purchase 2. Focused on “below the line” owned, shared and earned media 3. Dynamic, always on, and iterative 4. Focused on provoking content, community, and commerce 5. More integrated brand planning and activation programs Source: PWC @ICOWBOY | @REDDOOR
- 16. REDDOORINTERACTIVE Source: Band Activation Association Question: Thinking back over the past two years, which of the following have been major priorities for your investments in omni-channel shopper marketing? 1= not a priority; 5= high priority Investing in branded content and shopper experience to engage shoppers before they go to the store to win the trip and grow shopping basket Investing in branded content and shopper experience to drive repeat usage and loyalty after shoppers buy and use our products Leveraging mobile to better activate shopper behavior in the store Developing branded content integrated into retailers’ website to enhance shopper solutions Branded content and experiences to grow the manufacturer’s database and remarket to shoppers User-generated content for e-commerce (such as reviews, recipes, and photos) 68% 64% 48% 44% 44% 44% @ICOWBOY | @REDDOOR
- 17. REDDOORINTERACTIVE Source: PWC Integration is required to curate and deliver exceptional omni-channel experiences. Integration between various teams within organizations, between brand manufacturers and retailers, and ecosystem of vendors. -- Enable access to and share content and data -- Implement new technology, business processes, and performance metrics -- Shift more resources to always-on digital
- 18. REDDOORINTERACTIVE SEO02Social Media01 Paid Media03 Analytics & Optimization 04 Email05 Business Intelligence 06 Online Media07 User Experience08 Cloud Hosting09 Marketing Automation 10 Content Management System 11 Content Management System 12 @iCOWBOY | @REDDOOR
- 20. REDDOORINTERACTIVE Consumers have become increasingly skeptical of advertising as they face an ever growing deluge of content and messaging from more and more brands. Brands should expect to leverage the vast amount of consumer data available to provide tailored, relationship-building experiences to their audiences.
- 23. REDDOORINTERACTIVE Consumers are in the driver’s seat and flow through all channels seamlessly. Brands need to build continuity through the channels where they best deliver value to their most desirable customers. Organizations need to build a technology infrastructure that integrates internal with external and be prepared to share.
- 28. REDDOORINTERACTIVE Keyword Research 01 Product Details Pages 02 Fulfillment by Amazon Or Merchant 03 Amazon PPC 04 Split Testing 05 Review Strategy 06
- 29. REDDOORINTERACTIVE Identifying the primary Major & Minor keywords, Brand names, Misspellings
- 39. REDDOORINTERACTIVE Original Guaranteed Second 80.73% chance of outperforming the original Original Guaranteed Second 94.81% chance of outperforming the original