Transcript A Shift in Communication Through Emerging

A Shift in Communication Through
Emerging Technologies
David Jensen, CMM
• 10+ years in the marine industry
– Operations, Sales and Marketing
A Shift in
Communication
Through
Emerging
Technologies
• Currently VP Marketing @ Allen Roche
Marine
– Working with: Boston Whaler, Tiara
Yachts, Flagship Marinas and over 20%
of BI Top 100 dealers
• Technology junkie
• Fly-fisherman
The Changing communication landscape
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“Three-quarters (73%) of U.S. adults text and 83% of U.S. adults are
mobile phone owners… 31% of adults would choose a text message…”
(Pew Research Center’s Internet and American Life Project, 2011)
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“More than 33.3 million U.S. consumers already engage in shoppingrelated activities on their mobile phones, 7%, or 2.3 million, of those
consumers have made a purchase on their devices…” (Source: research
firm Experian Simmons, 2011 Mobile Consumer Report)
A Shift in
Communication
Through
Emerging
Technologies
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“53% of the “on-the-go” U.S. audience is willing to exchange their
location in exchange for more relevant content and better information,
including mobile deals” (Source: JiWire, 2011)
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“Gen X constitutes the largest online video audience. eMarketer
forecasts that 74.2.% of Gen X internet users will watch online video
at least monthly in 2011, and that percentage is expected to grow to
80% by 2015” (Source: emarketer.com)
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51% of total US users of Facebook are over the age of 35
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“Within the 49% of mobile users who have made a mobile purchase in
the last six months, 84% look for local retailer information, 82% find
online retailers, 73% find a specific manufacturer or product website,
71% learn about a product or service after seeing an ad, 68% find the
best price for a product or service, and 63% search before purchasing
in a store or from a catalog” (Source: Performics 2011 Mobile Search
Insights Study, conducted by ROI Research)
The Funnel
A Shift in
Communication
Through
Emerging
Technologies
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A linear top down model, which is fundamentally based
on product information/content being controlled,
distributed and presented within the showroom and by
a salesperson.
Based on consumers starting with a wide view on
brands and options and then systematically narrowing
these down and eventually choosing one.
Post purchase experience was based on use and
service experience
The Consumer Discovery Journey (CDJ)
A Shift in
Communication
Through
Emerging
Technologies
•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.
How to develop a CDJ plan…
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A Shift in
Communication
Through
Emerging
Technologies
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Interview Customers
Gather publicly available data on search activity
and traffic patterns
Purchase additional multidimensional data as
needed
Examine your own site data
Develop a marketing plan
Define what technologies you are going to
leverage, the frequency at which you plan to
maintain them and set measureable
goals/milestones
Identify and analyze
trends, reevaluate
your marketing
plan/strategy and
adjust accordingly
How to identify emerging technologies
and fit them to your CDJ plan…
• Ask these questions:
A Shift in
Communication
Through
Emerging
Technologies
– Has the technology shown up in my
analysis of trends, consumer feedback or
analytics?
– How is this technology different or better
then what I am currently doing?
– How will this technology educate,
entertain and then sell to my viewers?
– How will I manage and maintain this new
channel?
Some tips on emerging technologies...
• Discovery should be interactive
– Leverage multiple media types
• Communication should be quick and easy
A Shift in
Communication
Through
Emerging
Technologies
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– Response by company should be fast
Integration of multiple recommendation types
Follow a cohesive and consistent marketing
strategy and messaging
User interface should be simple and
customizable to the users preferences
Educate, Entertain and then sell (shelf life)
Technologies to consider
A Shift in
Communication
Through
Emerging
Technologies
• Mobile Web site
• Mobile Applications (native, web based,
hybrid)
• E-marketing
• Online Video
• Social Media
• Infographics
•
Geo-locational marketing
David Jensen
A Shift in
Communication
Through
Emerging
Technologies
Phone: 617-903-8019
E-Mail: [email protected]
Web: www.AllenRocheMarine.com
Facebook: www.Facebook.com/AllenRMarine