create - day 1 - 17:00 - "buy buttons: shortening the path to conversion"

Shortening the Path to ConversionDamien Bennett, Head of Strategy at NMP

@DamienNMP

Agenda 2

Today’s Consumer

Digital Marketing Channel Mix

Buy Now Buttons & Their Potential Impact

Today’s Consumer

4

Technology has changed people’s behaviourToday’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

Audiences expect to be able to do things quickly and with ease

Today’s Consumer

6

Convenience is a key consideration when making purchasesToday’s Consumer

Source: Savvy (2015)

Other

Larger ranges

Budgeting

Convenience

4%

3%

19%

74%

Why People Buy Groceries Online

7

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 purchasesToday’s Consumer

Fits.me (2014)

39% of responses

refer to convenience

8

Speed is a key reason why

people abandon

baskets online

Whisbi (2013)

9

Convenience is especially important at ChristmasToday’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

Consumers expect fast responses from online customer supportToday’s Consumer

iAdvize (2015)

Expected Response Times by Channel

Digital Marketing

Channel Mix

12

eConsultancy (2015)

Investment in Social Media lags behind other channelsDigital Marketing Channel Mix

PPC

Email

Display

Content Marketing

Social Media

Lead Generation

SEO

Data Management

Afilliate

Analytics

13%

12%

11%

10%

8%

6%

6%

5%

4%

4%

Projected Digital Investment 2015

13

GlobalWebIndex (2015)

Investment does not reflect where time is spentDigital Marketing Channel Mix

14

Top of Funnel

Middle of Funnel

Bottom of Funnel

Digital Marketing Channel MixPart 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

Buy Now Buttons &

Their Potential Impact

16

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

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

Google and Facebook have already started to improve ad formats to match consumer expectations

“Buy Now” Buttons and Their Potential Impact

19

Facebook, Twitter and Pinterest have soft launched “Buy Now” buttons to make their channels more transactional

“Buy Now” Buttons and Their Potential Impact

20

Facebook is making fan pages more transactional

“Buy Now” Buttons and Their Potential Impact

21

A “Buy Now” button for mobile has been announced by Google

“Buy Now” Buttons and Their Potential

Impact

22

“Buy Now” buttons will change people’s purchasing behaviour“Buy Now” Buttons and Their Potential Impact

23

“Buy Now” buttons will change people’s purchasing behaviour“Buy Now” Buttons and Their Potential Impact

24

“Buy Now” buttons will change people’s purchasing behaviour“Buy Now” Buttons and Their Potential Impact

ORDER NOW!

25

People will transact across multiple channels“Buy Now” Buttons and Their Potential Impact

26

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

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

Contact UsSubtitle

Tel : +44 (0)20 7186 2100Fax : 020 7186 2100

3 Suncourt House,18-26 Essex RdLondon N1 8LN

@DamienNMP