Omnichannel Marketing: Earning Attention and Delivering Value in a Multi-Screen World Keynote presentation delivered by Pam Moore in Sweden at the Internet World Webbdagarna . The presentation covered the challenges and solutions businesses of all sizes face regarding inspiring, connecting, serving and selling to their customers in a multi-screen world. Discussed are best practices for content marketing, conversion optimization, retail, products and services.

1. Omnichannel
Marketing:
Earning
Attention
and
Delivering
Value
in
a
Multi-­‐Screen
World
Pam
Moore
CEO
/
Founder
Marketing
Nutz
Social
Zoom
Factor
@PamMktgNut

2. Goal
for
today
• What
matters
• Focus
• Achieve
success

3. 90%
mobile
users
have
device
within
arms
reach
100%
of
time

4. 98%
Americans
switch
between
devices
in
the
same
day
Source:
ZenDesk

5. çç
87%
customers
think
brands
need
to
do
better
at
providing
a
seamless
experience
Source:
ZenDesk

6. Got
TV?
(aka
YouTube)
• 68%
of
consumers
have
used
YouTube
to
shop
for
retail
products
and
services
(Google)
• YouTube
mobile
reaches
more
18-­‐34
and
18-­‐49
yr
olds
than
any
cable
network
in
the
U.S.
(Google)

7. Power
of
the
Smartphone
71%
in-­‐store
shoppers
who
use
smartphones
for
research
say
their
device
has
become
more
important
to
their
in
store-­‐
experience
Source:
Google

8. Instant
Gratification
50%
consumers
expect
to
buy
online
&
pick
up
in
store
Source:
Forrester
Research

9. You
have
10
seconds
to
keep
em’!

10. Don’t
force
customer
to
scale
up

11. Details
matter
• 73%
likely
to
visit
a
local
store
if
retailer
provides
in-­‐store
product
availability
online
• 36%
will
visit
a
store
if
no
inventory
information
available
online
Source:
Forrester
Research

12. People
inside
brand
matter
69%
consumers
expect
store
associates
have
mobile
device
to
perform
simple
immediate
tasks
such
as
looking
up
product
information,
inventory
Source:
Forrester
Research

13. Digital
evolution
Traditional
Ecommerce
Multichannel
Omnichannel

14. What
is
Omnichannel
• Traditional – customers
visit
store
• Ecommerce – customers
shop
onine via
website
• Multichannel – customer
shops
via
multiple
channels
• Omnichannel – customer
engages
anywhere
via
integrated
and
seamless
experience

15. YOU
are the
media

17. If
channels
don’t
work
TOGETHER
It’s
NOT
Omnichannel

18. Time
for
change
The
traditional
funnel
no
longer
works
on
connected
customers.
It’s
far
too
dynamic
and
the
evolution
is
spinning
the
ellipse
faster
than
your
business
is
adapting
its
vision,
mission
and
models
to
react.
-­‐Brian
Solis

19. searching
for
answers
in
all
the
wrong
places

20. 76%
marketers
think
they
know
what
customers
want
34%
have
asked
them
Source: Pivot

21. Do
you
really
know
your
customer?
Source:
ZenDesk

22. It’s
about
the
people
Most
business
leaders
are
good
at
the
ideas
and
tactical
execution
but
lack
the
marketing
element
of
connecting
with
humans

23. think
DNA,
not
tools

24. P
=
People
O
=
Objectives
S
=
Strategy
T
=
Technology
Don’t
start
with
technology

25. Personalized
experience
• Who
is
your
customer
and
what
is
important
to
them?
• Behaviors
• Preferences
• How,
when
and
where
do
they
use
screens
• Context
for
why
they
use
screens

26. Design
the
customer
journey
• Increase
conversions
• Optimized
experience
• Enhanced
relationships

27. Tech
Enthusiasts
Visionaries
Pragmatists
Conservatives
Skeptics
Technology
adoption
Geoffrey
Moore
Technology
Adoption
Lifecycle

28. Communities create markets
Opportunity Harvest
Free
member
Paid
member
Loyal
evangelist
Community
Zone Customer
Zone
$$

29. Be
an
experience
architect

30. Create
shareable
experiences

33. Embrace
the
JOURNEY!

34. Questions?
Pam
Moore
CEO
/
Founder
Marketing
Nutz
@pammktgnut
www.pammarketingnut.com
www.themarketingnutz.com
www.getrealchat.com
www.socialzoomfactor.com