the convergence of retailers and publishers
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© dunnhumbyUSA 2012 | confidential
The convergence
of retailers and
publishers
© dunnhumbyUSA 2012 | confidential
Reevaluating the Role of the Retailer in Brand Marketing
Talk about it:
#dignc@allenrmason@dunnhumby
© dunnhumbyUSA 2012 | confidential
Online Media Trends
© dunnhumbyUSA 2012 | confidential
Digital Media Fragmentation & CPMs are on the Rise
Average CPMs will rise 109% by 2017
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Fragmentation of Online Spending
© dunnhumbyUSA 2012 | confidential
Digital Issue #1: Targeted media online has limits
1. Behavioral targeting based on content viewed or demographic data
2. Not 1:1 or delivered at “zero moment of truth” to the consumer
© dunnhumbyUSA 2012 | confidential
Digital Issue #2: Measurement lacks robust ROI
● Many focus on clicks, not sales and ROI due to an inability to close the loop
© dunnhumbyUSA 2012 | confidential
Publishers need to differentiate and grow
But they are limited to:
Content Commerce
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Publishers see ecommerce as growth areas
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Retailer Trends
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Consistent eCommerce sales growth
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Online reviews and The Virtual Shelf
© dunnhumbyUSA 2012 | confidential
More Decisions “at Shelf” than ever before
of consumers say their purchase decisions have been directly influenced by user reviews,
either influencing them to buy a
different product than the one they
had originally been thinking about
purchasing or confirming the original
purchase intention
82%
Source: Deloitte
© dunnhumbyUSA 2012 | confidential
Retailers can no longer compete on price alone
● Differentiation based on customer knowledge
● Focus on value delivered
● Driving highly personalized engagement
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Retailers have become marketers
© dunnhumbyUSA 2012 | confidential
Heavy push into digital by traditional retailers
1 download every 30 seconds
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Attracting as many visitors as largest publishers
#6 Amazon
#25 Walmart
#49 Target
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Brand MarketerTrends
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CPGs are shifting have shifted to digital
Source: Forrester Research interactive marketing forecast 2011 to 2016 (US)
17% Annual growth rate in digital spending
© dunnhumbyUSA 2012 | confidential
Brand Digital Priorities
● Make the brand message more relevant and connect at the “Zero Moment of Truth”
“It’s a new decision-making moment that takes place a hundred million times a day on mobile phones, laptops and wired devices of all kinds”
● Be “Always on”
© dunnhumbyUSA 2012 | confidential
CPG Brand Buyers Online Behavior aligns with Retailer offerings
© dunnhumbyUSA 2012 | confidential
Consumers don’t always want a relationship
● #1 reason people like a brand is for coupons or discounts
● They aren't your best customer, or your advocates
© dunnhumbyUSA 2012 | confidential
The Case for Re-evaluating Marketing Roleof the Retailer
© dunnhumbyUSA 2012 | confidential
4 Points that make the case
1. Consumers do more with a retailer than shop – the shopper-retailer relationship is broader and deeper than ever
2. Rapidly expanding multi-touchpoint connections with the consumer are engaging, relevant, and measureable
3. Retailers can use shopper sales data to deliver a personalized experience and measure the impact of marketing
4. Consumer interaction with a brand at retail doesn’t correlate with where the consumer buys the brand
© dunnhumbyUSA 2012 | confidential
There is no better advertisingeffectiveness measurement than marketing campaigns
run with a retailer.
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