Daniel Laury - SEMPO - WebCongress San Francisco 2014

THE NEW CONSUMER ENGAGEMENT PATH IN THE DIGITAL MARKETING AGE

Danie l LauryCEOGeary LSF Group

Russel l Qu inanVP Enterpr ise BDGeary LSF Group

Old Model New Model

Traditional Mental Model of Marketing

New Mental Model of Marketing

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=wKJ8JJdd7A7G1M&tbnid=qJeUOEpNei8NzM:&ved=0CAUQjRw&url=http://blog.liquidmotors.com/2012/10/19/liquid-motors-and-the-zmot/&ei=-sJqU5rZCYrsoATxzYG4Bw&bvm=bv.66330100,d.cGU&psig=AFQjCNH7rpHVLeyQ6ZDufNDV5LWS9-ZUlQ&ust=1399591468354170

Shopper Trends – Cross Device Usage

Entry Points Into the Purchase Journey

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&docid=mYaieNpx57QHOM&tbnid=46hysUiXixJTnM:&ved=0CAUQjRw&url=http://www.theonlinesage.com/270726/2011/10/25/internet-marketing-indianapolis---zmot---rethinking-the-consumer-buying-process.html&ei=CsFqU4uqMs_xoASMsoKABg&bvm=bv.66330100,d.cGU&psig=AFQjCNH7rpHVLeyQ6ZDufNDV5LWS9-ZUlQ&ust=1399591468354170

12STRICTLY CONFIDENTIAL

Information Interest Intent Evaluation & Purchase

Cruise va

cation

Caribbean

cruise

banner

Newsletter

Vacation in

the Caribbean

1st Visit

Face

book ad

Affiliate

network

display

CSE Royal

Caribbean Cruise

s

Direct

access

Geary LSF helps marketers engage with consumers every step of the way

We optimize the consumer Internet journey

A Leading Integrated Digital Engagement Agency

The average shopper uses 10.4 sources before buying: twice as many as years past!

Source: Google

The “Vacation” Consumer Journey

Info Source Requirements by Vertical

“Tech” Info Sources and Usage

• Embrace “pre-shopping” as part of buying

– “It’s crossed all categories of shopping behavior. It’s just the way people buy today.”

• Your brand is what customers say it is

– “The days of controlling the message are absolutely over. At best you’ll be invited in and you’ll get to co-create and participate with consumers.”

• Conversation is a real time focus group

– “ZMOT is an incredible source of insight for brands to really understand how satisfied their customers are on a real-time basis.”

• Be there when shoppers need you

– “Engagement with the customer today isn’t just pouring a message down on their head and hoping they get wet. It really is understanding that you

must be present in a conversation when they want to have it, not when you want to.”

• Serve shoppers or your competitors will.

– “If people search for your product and you don’t answer that search, who do you think will answer?”

Learnings

• Define target audience segments and research where they go online (the 10.4 sources)

• Establish a strategic, consistent brand & creative story throughout the 10.4 sources

• Efficiently manage paid and earned media throughout the 10.4 sources

Apply those principles to Digital Marketing

SLIDE TITLE GOES HERE

THANK YOU.San Francisco - San Diego - St. Louis - Chicago - Philadelphia - Paris

655 Montgomery Street, Suite 1600San Francisco, CA 94111t 650.616.8226f 650.624.5412 www.gearylsf.com

Daniel Laury - SEMPO - WebCongress San Francisco 2014

Business