Digital Path to Purchase: From Content to Conversion

Track 2: Content Performance

The Digital Path To Purchase

MAY 2016

By Bill Carmody, CEO of Trepoint

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INTRODUCTION

Being a marketer in 2016 is harder than ever.

© 2016 Trepoint, Inc

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INTRODUCTION

The State of Digital Marketing


90%Percentage of

Americans Who Ignore Digital Ads

Harris Interactive, 2015

The Click-Through Rate of Display Ads

DoubleClick, 2015

0.04% $7.2B 40%2016 Estimated Global

Losses to Bot Fraud

White Ops/ANA, 2016

Ad revenue lost by websites that target

millennials due to ad block

President of IAB

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INTRODUCTION

We don’t control the customer journey anymore.


“73% wouldn’t care if brands disappeared.”

-Meaningful Brands Study

“32% trust strangers more than brands.”

-Forrester

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INTRODUCTION

Consumers still want to hear your story… just not from you.


“62% of people trust brands less.”

-PWC

Study: Digital Content Drives SalesTapInfluence and Nielsen Catalina Solutions

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SALES EFFECT STUDY

To prove digital content could drive in-store sales, our partner TapInfluence engaged Nielsen

Catalina Solutions to conduct a Sales Effect Study for their client WhiteWave foods. Specifically,

this study looked at the effects of influencer marketing on in-store sales. The study used point of

sale data to compare purchases from consumers exposed to influencer content to a matched

control group of consumers who did not see influencer content.

Executive Summary


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SALES EFFECT STUDY / METHODOLOGY

258 Top Fitness & Food Influencers, chosen using the Tap data layer that optimizes for performance.

Who They Chose


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The ContentAll include references to Silk Product (and full FTC Disclosure)


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Influencer DistributionContent was also shared via influencers’ social networks, no additional paid distribution


ForkandBeans

Likes 574 Comments 54

natyashba

Likes 1,755 Comments 125

26, 52, 34… Tots! Drizzle with a #dairyfree buffalo cheese sauce and look who has the lead. Your #MeatlessMondayNight meal has been decided for next week. Recipe up now! #sidelinemeat

Link in BIO for more info. #MeatlessMondayNight

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All Using an Automated Platform Entire process automated, managed and tracked by the TapFusion platform, including payments & FTC disclosure insertion


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How Tracking WorksSpecial NCS tracking pixel automatically inserted by software into blog content for every post


RETARGETING AND CONVERSION TRACKING PIXELS

When someone clicks over to the post

from social media, the NCS tracking pixel fires and that person is attempted to be

matched to their loyalty card data

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Incremental SalesTrack purchases of exposed consumers vs. control group Campaign: Sep – Nov 2015


AUG 14

SEP 14

NOV 14

DEC 14

JAN 15

FEB 15

MAR 15

APRIL 15

MAY 15

JUNE 15

JUL 1

5

AUG 15

SEP 15

OCT 15

NOV 15

DEC 15

JAN 16

FEB 16

PURCHASE HISTORY: TEST AND CONTROL MATCHING PERIOD (52 WEEKS) ANALYSIS PERIOD

CAMPAIG

N

START

LAST POST

GOES LIVE

CAMPAIG

N

ENDS

INCREMENTAL SALES Exposed household purchases during the campaign in addition to their normal purchase behavior

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SALES EFFECT STUDY / RESULTS

Exposed Consumers Purchased More

Compared to the control group, EXPOSED BUYERS PURCHASED SIGNIFICANTLY MORE SILK

on each purchase occasion


$20.09$22.06

UNEXPOSED

GROUP

EXPOSED

GROUP

Point Difference +$1.97

Percent Difference +10%

Significance Level +94%

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Sales Lift Results

“Blows traditional digital advertising results out of the water.”

- Lori Ulanoff WhiteWave Foods


1000 PEOPLE VIEWING INFLUENCER CONTENT

GENERATED $285 OF INCREMENTAL SALES

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Impressions After Study


IMPRESSIONS AS OF NOV. 30, 2015

IMPRESSIONS AS OF FEB. 29, 2015

(without additional posts or paid distribution)

540k 1.3M+ and counting

An additional 2X IMPRESSIONS were generated post campaign. We can assume they resulted in additional sales not accounted for in sales study window.

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Impressions After Study

Historical Program shows the “ALWAYS ON” nature of content

Views/Month: "Fall in Love With Soy" Program (Active March 25 - May 22)


MARCHAPRIL

MAYJU

NEJU

LYAUG

SEPOCT

NOVDEC

JAN

20,000

40,000

60,000

80,000

100,000

120,000

POSTS GOING LIVE POST PROGRAM IMPRESSIONS (VERY LONG TAIL)

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Impressions After StudyViews Per Month – Meatless Monday


ORGANIC SPIKE in February due to Super Bowl (Football-based content)

SEPTEMBER

OCTOBER

NOVEMBER

DECEMBER

JANUARY

FEBRUARY

MARCHAPRIL

50,000

100,000

150,000

200,000

250,000

300,000

POSTS GOING LIVE POST PROGRAM IMPRESSIONS (VERY LONG TAIL)

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SALES EFFECT STUDY / PERFORMANCE

Key Takeaways

Influencer content marketing can drive incremental sales and dramatically outperform traditional digital advertising

Long tail effect of content creates a continually growing ROI, even after the program has ended

Customers will respond to content presented in the right context

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20© 2016 Trepoint, Inc

INSIGHTS

WHY?


INSIGHTS

from Transactions


INSIGHTS

to Relationships


TRANSFORMATION

A Critical Transformation in Business

Transactions Relationships

• Win the sale / Win it now

• Advertise, promotions, incentives

• Short-sighted / Immediacy rather than intimacy

• Win their hearts / Win them forever

• Develop connection, understand preferences, deliver experience

• Longer-term focus / Loyalty


TRANSFORMATION

An Alternate Currency

Transaction Relationship

• Win the sale / Win it now

• Advertise, promotions, incentives

• Short-sighted / Immediacy rather than intimacy

• Win their hearts / Win them forever

• Develop connection, understand preferences, deliver experience

• Longer-term focus / Loyalty

Money Time Personal Data


THE CUSTOMER JOURNEY

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The Customer Journey



Designing an exceptional experience….

Examining from the constituent’s

perspective the best means of engaging,

interacting and addressing the mental,

physical, and emotional journey through all

the stages of the relationship lifecycle.

Relationship Journey Mapping




๏ The path to purchase is no longer characterized by the linear marketing funnel

๏ Consumers move from one channel or touch-point to another and switch devices

to suit their needs

๏ Understanding the different journeys that customers have with your organization

and the emotional responses they provoke is crucial to delivering an effective

customer experience.


DIGITAL ENGAGEMENT

Why Experience Matters

Customer experience leaders obtain returns up to 77% GREATER their marketing investments than those who give it little importance within their overall market approach.

2013 Watermark Consulting




Less than 30% of businesses map customer journeys.

10 20 30 40 50 60 70 80 9010

00

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DISCOVER


Consumer Behavior

93% 88% 70% 58%Use public search engines

as the initial point of information discovery

Suggest that social channels are influential

during the decision-making process

Cite consumer opinion as the most trusted source of

information

Publish their brand/product experience to ‘protect others’ from a

similar experience

60%Will use support forums

and discussion groups to inform purchase decisions

DISCOVER


DISCOVER

Brand Share of VoiceMore important than follower counts, share of voice metrics help demonstrate how

active or relevant a brand is in pertinent online conversations.


DISCOVER

Broader Share of VoiceMentions of the word “organic bread” with corresponding brand name within the last year. The vast

majority of the conversations (the ‘uncategorized’ broader ) represent the opportunity to extend reach.


DISCOVER

Social Media Drives Sales to Retail

PRE STORE Social Media

NEAR STORE Geo-Targeted Mobile

IN STORE Beacon-Driven Real-Time Data

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ACTIVATE


ACTIVATE

Engaging with Your Core Customers

Trader Joe’s has capitalized on market

trends such as better-for-you and

healthier-for-you options. By listening

and engaging with your core customers,

you can get ahead of demands.


ACTIVATE


You need to learn to tell your story in an

extremely cluttered environment.


ACTIVATE





ACTIVATE

Finding the Right Measures

Don’t get distracted by measurements out of

context. Engagement doesn’t always equal sales.

CPMs / Impressions

Click Through Rates

Banner Ad Views

Facebook Likes

Twitter Followers

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TRANSACT


TRANSACT

Drive to SalesMeasurements must include data points at or near the register.

RETURN ON INVESTMENT

Sales

Codes Redeemed

Loyalty Program Registrations

Coupons Redeemed

Rebate Proof of Purchase


Experience Drives Transaction

Customers spend an average of 23% MORE when they have established an emotional connection with a brand than customers who have not.

2014 Gallup Survey Data

TRANSACT


TRANSACT

Blend Tried and True Tactics with Social

1-10% 68%

COUPON REDEMPTION INDUSTRY AVERAGE

COUPON REDEMPTION WITH SOCIALLY-DRIVEN CAMPAIGNS

Socially-driven campaigns have increased redemption rates up to 68%A result of highly-targeted campaigns to a highly-engaged audience.


TRANSACT

Coca Cola’s Share a Coke Campaign brought social to reality and back to social again.

Blend Tried and True Tactics with Social

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ADVOCATE


ADVOCATE

Today, the purpose of business is to get you customers who get

you even more customers. That’s advocacy, and most

businesses don’t understand how to create raving fans.

Creating raving fans of your product is about doing more for

them than they could ever reasonably expect from you.

How are you blowing your customers away?

Creating Raving Fans


ADVOCATE

What’s the most appetizing way to engage current fans while attracting new ones?

Throw a dinner party, of course. To set the table for this multi--

layered strategy, Trepoint created a Patak’s Party Kit – filled with

Patak’s product coupons, recipe ideas and party planning tips –

giving fans everything they needed to host an Indian themed

dinner party for close friends and family.

Patak’s Party Kit


ADVOCATE

Dinner was a success, as the party kit

promotion built a network of grass roots

advocates totaling over 11,000 people

engaged through the program.

Patak’s Party Kit

Customer Journey Mapping

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CUSTOMER JOURNEY MAPPING

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Design Your Content Strategy to Drive Purchase


DESIGN YOUR CONTENT STRATEGY TO DRIVE PURCHASE

Fill a Void For Your Ideal Customer

๏ Define the problem your product solves in your content

๏ Share the alternative solutions, including, but not limited

to the use of your product

๏ Ensure the content places the needs of your customer ahead of your own



Include a Clear Call to Action

๏ Provide a clear next step for your customer to solve their problem

๏ “Buy Now!” is not always an appropriate call to action

๏ Offer something of value to help them along their journey

๏ Differentiate your content by factoring in the lifetime value of your customer in your initial touchpoint



Ensure Your Content is Measurable

๏ Define key performance indicators and secure stakeholder buy-in

๏ Map them to the customer journey

๏ Include measures that tie to sales



Invest in Compelling Content

๏ Create content so insightful that customers want to share it

๏ Leverage partners, industry experts, and/or third party advocates

๏ Enable others to distribute published content on your behalf with

no incremental cost

๏ Build social triggers into the content

The New Relationship Economy

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THE NEW RELATIONSHIP ECONOMY

Do you care about them when they

have not done a transaction?

Transactions Relationships

Do you care enough to really get

to know them?

Do you care more about them than

you do about their money?



The evolution to Technology Mastery

Constant willingness to change

An unending willingness to learn

Courage to invest time and money

An accurate future vision

The wisdom of H&T balance



The customer experience is the next competitive battleground.

Jerry Gregoire CIO Dell



By 2020, customer experience will overtake price as the key brand differentiator.

Forbes



89% of companies plan to compete primarily on the basis of customer experience by 2016

Gartner

Thank You

Trepoint.com

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ABOUT TREPOINT

Trepoint is a boutique digital engagement agency with demonstrated capability across a variety of industries spanning strategy through execution.

We design and execute digital strategies that enable brands to connect with consumers throughout the customer journey in a meaningful, measurable and consistent way.

We believe that digital offers a greater opportunity than broadcasting your marketing message. We are inspired by our desire to demonstrate the tangible impact of digital engagement to your bottom line.

NEW YORK KANSAS CITY SAN FRANCISCO

Trepoint.com

1.844.TREPOINT / [email protected]

Digital Path to Purchase: From Content to Conversion

Marketing

Transcript of Digital Path to Purchase: From Content to Conversion