Create - Day 1 - 17:00 - "Buy Buttons: Shortening the Path to Conversion"
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Transcript of Create - Day 1 - 17:00 - "Buy Buttons: Shortening the Path to Conversion"
Shortening the Path to ConversionDamien Bennett, Head of Strategy at NMP
@DamienNMP
Agenda 2
Today’s Consumer
Digital Marketing Channel Mix
Buy Now Buttons & Their Potential Impact
Today’s Consumer
4
Technology has changed people’s behaviourToday’s Consumer
Paper published by Columbia University in 2011 showed how access to information has changed the way that we remember.
Rather than remembering specific pieces of information such as dates or facts we remember where we can find the information.
5
Audiences expect to be able to do things quickly and with ease
Today’s Consumer
6
Convenience is a key consideration when making purchasesToday’s Consumer
Source: Savvy (2015)
Other
Larger ranges
Budgeting
Convenience
4%
3%
19%
74%
Why People Buy Groceries Online
7
I can search for the best price; 31%
I like the convenience of delivery to an address I can choose; 14%
I prefer the online shopping experience; 14%
I can't find time to shop on the high street; 11%
I can't be bothered to walk to the high street; 8%
Primary Reason for Clothes Shopping Online
Convenience is a key consideration when making purchasesToday’s Consumer
Fits.me (2014)
39% of responses
refer to convenience
8
Speed is a key reason why
people abandon
baskets online
Whisbi (2013)
9
Convenience is especially important at ChristmasToday’s Consumer
39% used click &
collect
18% did more shopping
online than planned
25% opted for a
specific retailer
because they had click &
collect
JDA (2015)
10
Consumers expect fast responses from online customer supportToday’s Consumer
iAdvize (2015)
Expected Response Times by Channel
Digital Marketing
Channel Mix
12
eConsultancy (2015)
Investment in Social Media lags behind other channelsDigital Marketing Channel Mix
PPC
Display
Content Marketing
Social Media
Lead Generation
SEO
Data Management
Afilliate
Analytics
13%
12%
11%
10%
8%
6%
6%
5%
4%
4%
Projected Digital Investment 2015
13
GlobalWebIndex (2015)
Investment does not reflect where time is spentDigital Marketing Channel Mix
14
Top of Funnel
Middle of Funnel
Bottom of Funnel
Digital Marketing Channel MixPart of the reason why investment is lower is because of flaws in our measurement
• Broadcast• Print• Display (Branding)
• Performance not fully understood
• Accepted
• Paid Social• Prospecting• Generic PPC
• Performance misunderstood• Not accepted
• Google Shopping• Brand PPC• Retargeting
• Performance misunderstood• Accepted
Path to Sale
Buy Now Buttons &
Their Potential Impact
16
Google and Facebook have already started to improve ad formats to match consumer expectations
“Buy Now” Buttons and Their Potential Impact
Google Local
Extensions
17
Google Results Page
Local Shop front Page Directions To Nearest
Store
Opening Hours
In-Store Availability
Related Items
Google and Facebook have already started to improve ad formats to match consumer expectations
“Buy Now” Buttons and Their Potential Impact
Local Inventory Ads
18
Google and Facebook have already started to improve ad formats to match consumer expectations
“Buy Now” Buttons and Their Potential Impact
19
Facebook, Twitter and Pinterest have soft launched “Buy Now” buttons to make their channels more transactional
“Buy Now” Buttons and Their Potential Impact
20
Facebook is making fan pages more transactional
“Buy Now” Buttons and Their Potential Impact
21
A “Buy Now” button for mobile has been announced by Google
“Buy Now” Buttons and Their Potential
Impact
22
“Buy Now” buttons will change people’s purchasing behaviour“Buy Now” Buttons and Their Potential Impact
23
“Buy Now” buttons will change people’s purchasing behaviour“Buy Now” Buttons and Their Potential Impact
24
“Buy Now” buttons will change people’s purchasing behaviour“Buy Now” Buttons and Their Potential Impact
ORDER NOW!
25
People will transact across multiple channels“Buy Now” Buttons and Their Potential Impact
26
These changes could lead to positives or negatives for advertisers“Buy Now” Buttons and Their Potential Impact
Harder• Spoon feeding products
leads to less discovery
• Less control of creative
• Less control of user experience
• Impact on affiliates
• Suggestions benefit new advertisers
• Less requirement to build expensive hosted experiences
• Fairer playing field
Easier
27
What products are like to sell across different channels?
How can social channels be adapted to become more transitional?
How do we differentiate ourselves?
How do we measure and attribute performance to different channels?
There are a number of considerations for advertisers“Buy Now” Buttons and Their Potential Impact
Contact UsSubtitle
Tel : +44 (0)20 7186 2100Fax : 020 7186 2100
3 Suncourt House,18-26 Essex RdLondon N1 8LN
@DamienNMP