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Along the digital path to purchase 2015

The document discusses the evolving consumer behavior in the digital age, emphasizing that digital media channels account for 52% of time spent by US adults, which presents both opportunities and challenges for marketers. It highlights the significant role of social media, which drives over 30% of web referrals, and suggests strategies such as integrating physical and digital experiences, leveraging content marketing, and enabling seamless shopping to optimize engagement along the path to purchase. The author, John Andrews, shares insights on how marketers can adapt to these changes and effectively connect with consumers across various channels.

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A Walk Along The New Path to Purchase “This ain’t no funnel” By John Andrews, CMO Ignite Social Media/Carusele
© 2015 Ignite Social Media – Proprietary & Confidential 2 Overview Digital media channels now account for 52% of time spent among US adults. This creates both opportunity and challenge for marketers seeking to engage with consumers. Along the path to purchase, is trend is no different as visual content creates new patterns of shopper behavior. From discovery to conversion, digital channels are increasingly where consumers are getting information, inspiration and offers.
The New Path to Purchase There is no one path, there are many stepping stones. Source: Open Brand by Kelly Mooney © 2015 Ignite Social Media – Proprietary & Confidential 3
Social Media Driving More Than 30% of Web Referrals Consumers are spending more time on social channels leading to other digital connections Source: Shareaholic – In Q4, Social Media Drove 31.24% of Overall Traffic to Sites © 2015 Ignite Social Media – Proprietary & Confidential 4
Marketing is Adapting to Changing Consumer Behavior Marketers are shifting $$$ to follow consumers across social channels. Source: Page Yourself – Macy’s Instagram advertising © 2015 Ignite Social Media – Proprietary & Confidential 5
Social Shoppers Are Spending More Consumers that click through from social networks to retail site spend an average of 8.2% more. Marketers can increase their results by engaging consumers on social channels. Image Source: thisiscapital.com © 2015 Ignite Social Media – Proprietary & Confidential 6
11 Ways to Create Value Along The Social Path to Purchase
1. Connect Physical and Digital Using Beacons - Stealz Beacon based applications are quickly connecting shoppers in-store. Stealz connects in and near retail environments turning into co-marketers by incentivizing connection and sharing. 8© 2015 Ignite Social Media – Proprietary & Confidential
2. Build Omni-catalogs Walgreens is integrating influential content creators to help it build its omnichannel photo catalog content and then leverage their audiences to build awareness, engagement and conversion. 9© 2015 Ignite Social Media – Proprietary & Confidential Note: Walgreens is a client of Ignite Social Media and leveraged our Carusele media platform for this project.
3. Remove Friction From Payments Source: pymnts © 2015 Ignite Social Media – Proprietary & Confidential 10 Apple Pay has already become the #1 payment system for Staples.com. Initial data from Apple Pay shows that users spend more per transaction purchase more often than non-users.
4. Unbundle Offerings Using Mobile Traditionally meals come with a table. Thanks to new services, restaurants can unbundle that meal and the table allowing for better capacity usage matched to consumer demand. Waiting can become a thing of the past for those willing to pay for premium times. © 2015 Ignite Social Media – Proprietary & Confidential 11 Source: Thecarriesource.com
5. Define Retail Differently 12© 2015 Ignite Social Media – Proprietary & Confidential Walmart recently opted out of a Google service that connects consumers to local deals in their area via search by aggregating local inventory and pricing. Google essentially assumes the role of a retailer by helping shoppers discover and acquire goods and services. Source: pymnts.com
6. Inspire Through Content Marketing Many companies are leveraging content marketing to connect with consumers along the path to purchase. Ryobi is using motivational content featuring great lawns for entertaining to create interest for its electric mowers. Source: The Reluctant Entertainer © 2015 Ignite Social Media – Proprietary & Confidential 13
7. Create Cross-channel Social © 2015 Ignite Social Media – Proprietary & Confidential 14 Stuart Weitzman leverages Instagram to capture imagination and Facebook to drive deeper engagement. The campaign is leveraging completely new consumer discovery paths based on content discovery and conversion. Source: Adweek
8. Leverage Multi-channel Content Marketing © 2015 Ignite Social Media – Proprietary & Confidential 15 Lord and Taylor created demand for its Spring dress line by leveraging Instagram influencers. The dress sold out and created interest for other spring offerings from the retailer. Source: Adweek
9. Wrist-side Path to Purchase 16© 2015 Ignite Social Media – Proprietary & Confidential Wearable information and data is poised to transform shopping as consumers interact with their environment more seamlessly. Companies like Retale are already building location based marketing apps for the device. Source: Forbes.com
10. Integrate Social Promotions Pyrex is celebrating the 100th anniversary of its iconic kitchenwear with a year-long 360° celebration. The brand is leveraging social media to not only link together PR, in-store and promotional efforts, but also to create engaging content that inspires fans to create and share. 17© 2015 Ignite Social Media – Proprietary & Confidential Source: Partybluprintsblog.com
11. Enable Seamless Shopping © 2015 Ignite Social Media – Proprietary & Confidential 18 The Amazon Echo is an interesting new push to effortlessly bridge retail channels. The voice-activated device can store shopping lists, provide information, play music and manage home automation. Shopping lists will be able to be ordered simply via voice command giving Amazon a direct connection to consumer demand. Source: John Andrews Twitter
About the Author John is CMO at Ignite Social Media the original social media agency and CMO/Co-Founder of Carusele. He is helping to shape the future of marketing through great consumer engagement across new media channels. John has 20+ years experience in consumer packaged goods and retail marketing including 8 years of ground up social media knowledge which he leverages to build new media formats in the shopper marketing space. He is the founder of Collective Bias Shopper Media Company and creator of Walmart Elevenmoms social marketing platform. John and his wife Mary Shannon and daughter Mary Catherine live in Raleigh, NC. You can contact John at john.andrews@ignitesocialmedia, 919.810.5159 or @katadhin on social channels. 19© 2015 Ignite Social Media – Proprietary & Confidential