A Shift in Communication ThroughEmerging Technologies

A Shift in Communication

Through Emerging

Technologies

David Jensen, CMM• 10+ years in the marine industry

– Operations, Sales and Marketing

• Currently VP Marketing @ Allen Roche Marine– Working with: Boston Whaler, Tiara

Yachts, Flagship Marinas and over 20% of BI Top 100 dealers

• Technology junkie• Fly-fisherman

A Shift in Communication

Through Emerging

Technologies

The Changing communication landscape• “Three-quarters (73%) of U.S. adults text and 83% of U.S. adults are

mobile phone owners… 31% of adults would choose a text message…” (Pew Research Center’s Internet and American Life Project, 2011)

• “More than 33.3 million U.S. consumers already engage in shopping-related activities on their mobile phones, 7%, or 2.3 million, of those consumers have made a purchase on their devices…” (Source: research firm Experian Simmons, 2011 Mobile Consumer Report)

• “53% of the “on-the-go” U.S. audience is willing to exchange their location in exchange for more relevant content and better information, including mobile deals” (Source: JiWire, 2011)

• “Gen X constitutes the largest online video audience. eMarketer forecasts that 74.2.% of Gen X internet users will watch online video at least monthly in 2011, and that percentage is expected to grow to 80% by 2015” (Source: emarketer.com)

• 51% of total US users of Facebook are over the age of 35

• “Within the 49% of mobile users who have made a mobile purchase in the last six months, 84% look for local retailer information, 82% find online retailers, 73% find a specific manufacturer or product website, 71% learn about a product or service after seeing an ad, 68% find the best price for a product or service, and 63% search before purchasing in a store or from a catalog” (Source: Performics 2011 Mobile Search Insights Study, conducted by ROI Research)

A Shift in Communication

Through Emerging

Technologies

The Funnel

•A linear top down model, which is fundamentally based on product information/content being controlled, distributed and presented within the showroom and by a salesperson.

•Based on consumers starting with a wide view on brands and options and then systematically narrowing these down and eventually choosing one.

•Post purchase experience was based on use and service experience

A Shift in Communication

Through Emerging

Technologies

The Consumer Discovery Journey (CDJ)

•A dynamic and fluid approach based on a longer “consideration and evaluation” process by which many different criteria are considered to include: consumer point of view, reviews, product comparisons, opinions, data, social influences.

– This model has a longer evaluation period and focus.

•Based on the consumer controlling/creating/influencing much of the fact-finding and content creation; particularly having influence on relevance and content quality.

•Post Purchase experience is based on open-ended engagement with brand/product and online sharing.

A Shift in Communication

Through Emerging

Technologies

How to develop a CDJ plan…1. Interview Customers

2. Gather publicly available data on search activity and traffic patterns

3. Purchase additional multidimensional data as needed

4. Examine your own site data

5. Develop a marketing plan

6. Define what technologies you are going to leverage, the frequency at which you plan to maintain them and set measureable goals/milestones

7. Identify and analyze trends, reevaluate your marketing plan/strategy and adjust accordingly

How to identify emerging technologies and fit them to your CDJ plan…

• Ask these questions:– Has the technology shown up in my

analysis of trends, consumer feedback or analytics?

– How is this technology different or better then what I am currently doing?

– How will this technology educate, entertain and then sell to my viewers?

– How will I manage and maintain this new channel?

A Shift in Communication

Through Emerging

Technologies

Some tips on emerging technologies...

• Discovery should be interactive– Leverage multiple media types

• Communication should be quick and easy– Response by company should be fast

• Integration of multiple recommendation types

• Follow a cohesive and consistent marketing strategy and messaging

• User interface should be simple and customizable to the users preferences

• Educate, Entertain and then sell (shelf life)

A Shift in Communication

Through Emerging

Technologies

Technologies to consider

• Mobile Web site• Mobile Applications (native, web based,

hybrid)• E-marketing• Online Video• Social Media• Infographics• Geo-locational marketing

A Shift in Communication

Through Emerging

Technologies

A Shift in Communication

Through Emerging

Technologies

David JensenPhone: 617-903-8019

E-Mail: david@allenrochemarine.comWeb: www.AllenRocheMarine.com

Facebook: www.Facebook.com/AllenRMarine