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You engage with your customers on so many fronts - eMail, PPC, SEO, CSE, Affiliate Marketing, Social Media, Display Ads, In-Store, Print Media, and maybe even TV. Now we have to think about devices - Computers, Tablets, Smartphones, and maybe even Game consoles - to keep that consumer experience consistent. This presentation will look at how we view the BIG PICTURE and how we can K.I.S.S.
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Tales from the Air - Looking at Your
Consumers from 30,000 Feet
Introductions
Chris Reighley Director of eBusiness @chrisreighley #BSUM
Lets go on for a ride….
What do Customers Want
Source: Shop.org
Question: How important are the following when shopping online?
Mobile Device Ownership
Smartphones • Over 120 million
U.S. consumers own a smartphone. • Accounts for
more than half of all mobile phone users.
• Increase of 20 million in past year
Tablet Devices • Over 48 million U.S.
consumers own a tablet device. • 300% growth in
past year
Source: comScore
What do our Customers want?
According to a recent study, customers buy online because:
• 81% shop online because they can shop any time of the day.
• 77% said they like to save time.
• 56% said they like it because they can find things easily.
17
Black Box Model
Environmental Factors Buyer’s Black Box Buyer’s Response Marketing
Stimuli Environmental Stimuli
Buyer Characteristics
Decision Process
• Product • Price • Place • Promotion
• Economic • Technological • Political • Cultural • Demographic • Natural
• Attitudes • Motivation • Perceptions • Personality • Lifestyle • Knowledge
• Problem Recognition
• Information Search
• Alternative Evaluation
• Purchasing Decision
• Post-Purchase Behavior
• Product Choice
• Brand Choice
• Dealer Choice
• Purchase Timing
• Purchasing Amount
WAIT A SECOND……
We are looking at the weeds.
Lets get back in the clouds!!
Decision Process
Problem Recognition
Information Search
Alternative Evaluation
Purchase Decision
Post-Purchase Behavior
Be A Problem Solver for your Customer
Our prime purpose in this life is to help others. And if you can't help them, at least don't hurt them. Dalai Lama
What Type of Email are you Sending???
• When you are sending emails, what is the purpose? What part of the Consumer Decision Marking Process are you messaging to??
• Are you measuring your emails differently based on the type of emails?
• Are you only working the “Purchasing” decision with your emails?
So, now what are YOUR PROBLEMS???
Solve YOUR problems by Solving the CUSTOMERS problems
Take Points: 1. Get out of the weeds and get into
the clouds – it’s about solving the customers problems.
2. When you communicate with a customer, what is the purpose? Do you recognize the decision making process?
3. Solve YOUR problems by Solving the CUSTOMERS problems.
We will be know for the problems
we solve.
Tales from the Air - Looking at Your
Consumers from 30,000 Feet
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