Create - Day 1 - 17:00 - "Buy Buttons: Shortening the Path to Conversion"
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Shortening the path to conversion has been an increasingly common trend within large media channels. Social media has been the most notable, with ‘Buy Now’ buttons cutting out the middle ground for social shoppers. This form of streamlining can be great for the advertiser and great for the consumer, but NMP’s head of strategy Damien Bennett will delve into the pros and cons advertisers should be aware of when approaching these methods of acquisition. Join Bennett for a session on the next wave of e-commerce and find out how it can keep a brand relevant while generating results
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Create - Day 1 - 17:00 - "Buy Buttons: Shortening the Path to Conversion"
- 1. Shortening the Path to ConversionDamien Bennett, Head of Strategy at NMP @DamienNMP
- 2. Agenda 1 Today’s Consumer Digital Marketing Channel Mix Buy Now Buttons & Their Potential Impact
- 4. 3 Technology has changed people’s behaviour Today’s Consumer Paper published by Columbia University in 2011 showed how access to information has changed the way that we remember. Rather than remembering specific pieces of information such as dates or facts we remember where we can find the information.
- 5. 4 Audiences expect to be able to do things quickly and with ease Today’s Consumer
- 6. 5 Convenience is a key consideration when making purchases Today’s Consumer Source: Savvy (2015) 4% 3% 19% 74% Other Larger ranges Budgeting Convenience Why People Buy Groceries Online
- 7. 6 I can search for the best price, 31% I like the convenience of delivery to an address I can choose, 14% I prefer the online shopping experience, 14% I can't find time to shop on the high street, 11% I can't be bothered to walk to the high street, 8% Primary Reason for Clothes Shopping Online Convenience is a key consideration when making purchases Today’s Consumer Fits.me (2014) 39% of responses refer to convenience
- 8. 7 Speed is a key reason why people abandon baskets online Whisbi (2013)
- 9. 8 Convenience is especially important at Christmas Today’s Consumer 39% used click & collect 18% did more shopping online than planned 25% opted for a specific retailer because they had click & collect JDA (2015)
- 10. 9 Consumers expect fast responses from online customer support Today’s Consumer iAdvize (2015) Expected Response Times by Channel
- 12. 11 eConsultancy (2015) Investment in Social Media lags behind other channels Digital Marketing Channel Mix 13% 12% 11% 10% 8% 6% 6% 5% 4% 4% PPC Email Display Content Marketing Social Media Lead Generation SEO Data Management Afilliate Analytics Projected Digital Investment 2015
- 13. 12 GlobalWebIndex (2015) Investment does not reflect where time is spent Digital Marketing Channel Mix
- 14. 13 Top of Funnel Middle of Funnel Bottom of Funnel Digital Marketing Channel Mix Part of the reason why investment is lower is because of flaws in our measurement • Broadcast • Print • Display (Branding) • Performance not fully understood • Accepted • Paid Social • Prospecting • Generic PPC • Performance misunderstood • Not accepted • Google Shopping • Brand PPC • Retargeting • Performance misunderstood • Accepted Path to Sale
- 15. Buy Now Buttons & Their Potential Impact
- 16. 15 Google and Facebook have already started to improve ad formats to match consumer expectations “Buy Now” Buttons and Their Potential Impact Google Local Extensions
- 17. 16 Google Results Page Local Shop front Page Directions To Nearest Store Opening Hours In-Store Availability Related Items Google and Facebook have already started to improve ad formats to match consumer expectations “Buy Now” Buttons and Their Potential Impact Local Inventory Ads
- 18. 17 Google and Facebook have already started to improve ad formats to match consumer expectations “Buy Now” Buttons and Their Potential Impact
- 19. 18 Facebook, Twitter and Pinterest have soft launched “Buy Now” buttons to make their channels more transactional “Buy Now” Buttons and Their Potential Impact
- 20. 19 Facebook is making fan pages more transactional “Buy Now” Buttons and Their Potential Impact
- 21. 20 A “Buy Now” button for mobile has been announced by Google “Buy Now” Buttons and Their Potential Impact
- 22. 21 “Buy Now” buttons will change people’s purchasing behaviour “Buy Now” Buttons and Their Potential Impact
- 23. 22 “Buy Now” buttons will change people’s purchasing behaviour “Buy Now” Buttons and Their Potential Impact
- 24. 23 “Buy Now” buttons will change people’s purchasing behaviour “Buy Now” Buttons and Their Potential Impact ORDER NOW!
- 25. 24 People will transact across multiple channels “Buy Now” Buttons and Their Potential Impact
- 26. 25 These changes could lead to positives or negatives for advertisers “Buy Now” Buttons and Their Potential Impact Harder • Spoon feeding products leads to less discovery • Less control of creative • Less control of user experience • Impact on affiliates • Suggestions benefit new advertisers • Less requirement to build expensive hosted experiences • Fairer playing field Easier
- 27. 26 What products are like to sell across different channels? How can social channels be adapted to become more transitional? How do we differentiate ourselves? How do we measure and attribute performance to different channels? There are a number of considerations for advertisers “Buy Now” Buttons and Their Potential Impact
- 28. Contact Us Subtitle Tel : +44 (0)20 7186 2100 Fax : 020 7186 2100 3 Suncourt House, 18-26 Essex Rd London N1 8LN @DamienNMP
Editor's Notes
- SW