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CompanyOverview

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UsingCreativity+ContenttoCompetewithAmazon

May30,2017

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Welcome!

HousekeepingItems

• Askquestionsinthechatbox• Replaywillbeemailedinafewdays• Forslides,emailHello@zmags.com

LindsayMooreVP,Strategy

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StartwiththeCold,HardFacts

Onlineholidaytrafficin201633.8%SKUs(notincludingmediaorgrocery)419,576,537

52% UShouseholdsarePrimesubscribers

https://www.digitalcommerce360.com/2017/01/18/amazon-captures-third-online-visits-holiday-shoppers/http://www.spscommerce.com/blog/holiday-shopping-results-2016/L2– HowAmazonisDismantlingRetail,April2017https://www.statista.com/topics/846/amazon/

$2.2B 2016adspend

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BrandLoyalty?Sometimes.

CPCStrategy- http://www.cpcstrategy.com/blog/2017/02/compete-with-amazon/>https://www.forbes.com/pictures/fekg45eljh/categories-where-customer-loyalty-is-on-the-decline/#e40905260b39

CategorieswithLoyaltyDecline:

- Soup- Overthecountermedication- Mouthwash- Tissues- Toothpaste- Shampoo- Fruitjuice- …

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BrandLoyalty?Sometimes.

Loyalistsbuybasedon

emotional factorsversus

repeatbuyers.

http://www.adweek.com/brand-marketing/infographic-multicultural-millennials-take-brand-loyalty-seriously-174416/https://insights.fb.com/2016/11/01/modern-loyalty-love-in-a-time-of-infinite-choice/

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‘Experience’KeepsCustomersLoyal

https://insights.fb.com/2016/11/01/modern-loyalty-love-in-a-time-of-infinite-choice/

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GoodThingAmazon+Wal-MartAren’t‘Brands’

+6morebrands

$28BinApparelSalesin2017

http://www.cnbc.com/2017/04/05/amazons-fashion-brands-are-growing-rapidly--but-itll-take-awhile-to-catch-macys.html

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Wherecan youcompete?

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Experience

Millennialsspendmoneyonadesirableexperienceoreventoverbuyingsomethingdesirable78%

https://eventbrite-s3.s3.amazonaws.com/marketing/Millennials_Research/Gen_PR_Final.pdfhttp://adage.com/article/digitalnext/consumers-experiences-things/299994/

Spendinggrowthin“Non-essential"categories22%

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FedEx- https://thejourney.van.fedex.com/

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Inspiration

https://www.consumerbarometer.com/en/graph-builder/?question=S29&filter=country:united_states,canadahttps://www.bigcommerce.com/blog/marketing-psychology/

consumerslooktoonlineforinspiration anddiscovery40%

"Storytellingisthenewcompetenceinbusiness.“ScottGalloway– L2

Consumersthink decisionsarebasedonrational analysisActually emotions playadominantroleLogicbacksuptheemotionafterthefact

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Serena&Lily- http://www.serenaandlily.com/mix-match-your-pillows.html

• Makeitfun!• Givecustomersthebase,butletthemcustomize

http://www.serenaandlily.com/mix-match-your-pillows.html

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Curation

Choiceparalysis

https://hbr.org/2006/06/more-isnt-always-betterhttp://blog.360i.com/reports/4-insights-consumer-indecision-choice-paralysis

Womenexperiencechoiceparalysisonemotional

decisions,suchasshoppingforclothes

• Candeterapurchase

• Canreducesatisfactionwiththedecision,evenifit’sagoodone

57%

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Curation- https://www.hush-uk.com/customer/pages/how-to-wear-summer-denim

• Pickatheme

• Makeitrelatable

• Makeitaboutthecontent,buteasytobuy

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Snackable

Wehavenoattentionspan

Self-Estimatedat5minutes

Actually31 seconds

https://thenextweb.com/socialmedia/2015/06/08/why-your-brain-wants-to-check-facebook-every-31-seconds-and-how-you-can-stop-it/#.tnw_JFjF8wEohttps://hbr.org/2015/06/conquering-digital-distraction>

Students

Adults 3 minutesbeforeswitchingtasks

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Tibi - http://www.tibi.com/shop/features/tibi-on-the-street

• SameURL– frequentlyupdated– promotesrepeatvisits• Staysontopofthetrends

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Relevant

Heretoday.Gonetomorrow.

https://www.textrequest.com/blog/how-many-emails-do-people-get-every-day/https://www.businessoffashion.com/articles/intelligence/fashion-trends-still-exist

1.3M piecesofcontentonFacebookeveryminute

205.6B emailssentperday

Twoweekstotakeaproductfromdesignstudiotoitsstores,whichfeatureover10,000newdesignsperyear.

Dropsnewitemseveryday

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NewYork&Company

• 6:30pmrunwayshow

• 9:30pm contentlive+shoppable withemailpromotion

Doesitgetmorerelevant!?

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Recap

• AnExperience• Inspirational• Curated• Snackable• Relevant

“Byelevatingvisibilityofeditorialcontentacrosstheirbrandsites,enhancingshoppability,andincreasingutilizationofuser-generatedcontent,brandscanimproveconversion.”

L2Content+GuidedSelling,Oct2016

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Questions?

InterestedinLearningMore?

[Webinar]“Bye,Bye,BlackFriday:ExtendHolidayShoppingwithImmersiveContentExperiences

[Challenge] 15MinuteContentChallenge

[Ebook]APracticalRoadmaptoEcommerceContentthatConverts

hello@zmags.com