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A Shift in Communication Through Emerging 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

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A Shift in Communication Through Emerging Technologies

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  1. A Shift in Communication ThroughEmerging Technologies

  2. 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

  3. 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

  4. 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

  5. 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

  6. How to develop a CDJ plan… • Interview Customers • Gather publicly available data on search activity and traffic patterns • Purchase additional multidimensional data as needed • Examine your own site data • Develop a marketing plan • Define what technologies you are going to leverage, the frequency at which you plan to maintain them and set measureable goals/milestones • Identify and analyze trends, reevaluate your marketing plan/strategy and adjust accordingly A Shift in Communication Through Emerging Technologies

  7. 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

  8. 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

  9. 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

  10. David Jensen A Shift in Communication Through Emerging Technologies • Phone: 617-903-8019 • E-Mail: david@allenrochemarine.com • Web: www.AllenRocheMarine.com • Facebook: www.Facebook.com/AllenRMarine

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