The Future Shopper, How Offline is the New Online from Bryan Eisenberg

Bryan Eisenberg, Managing Partner at Eisenberg Holding, was the second presenter at yesterday’s “What’s Next DC – Your Marketing Communications Roadmap” Conference. He held one of the two 45 minute time slots with “The Future Shopper, How Offline is the New Online”. It was a great presentation on how the convergence of communications, logistics, and financial technology continues to evolve to reduce the friction in the customers’ buying process. (Photo by Nakeva Corothers) Takeaways included:

• Yes, we need to teach more college students about digital marketing as that is where the world is headed, but you can’t understand the future unless you understand what happened in the past. You must understand old trends to excel at new ones.
• We are due for a major change in financial transactions. Facebook credits for example. 41% of people on Facebook play games like Mafia Wars, Cityville, Farmville and use “virtual credits”.
• Logistics: When Romans built roads, trade expanded. People could buy/sell more things with more people. Introduce planes, trains & automobiles – an ever expanding marketplace.
• Communication evolution is all about how do you get the message out to more & more people – beginning with the advent of the printing press.
• Everyone in marketing should read “The Clue Train Manifesto“. In 1999 its authors proclaimed “the end of business as usual” and recognized the changing trends.
• Social media is all about connecting individuals together.
• 87% of internet users have used the internet to browse and research products and services.
• 42% of shoppers research products online and then buy online.
• 51% of people research products online and then buy in store.
• 32% of people research online, go and visit the store, and then come back and buy online!
• 16% of people visit a store and then buy online.
• “All media is digitizing today.” Examples: AXA is the first Insurance Company in Belgium to launch an iPhone app. They launched it with the first iAd in newspapers and magazines. Users placed their iPhone on the ad which then comes to life on their iPhone. At the end, a product demo plays and then users are prompted to download the App.
• CBS and Pepsi actually embedded a screen into a the print magazine Entertainment Weekly with ads for tv shows.
• Best Buy: Why Best Buy Loves Mobile “Our job as retailers is to create tremendous buying experiences for our customers.”
• Recent Study: More people willing to go without sex for 30 days than go without their cellphones. The world is changing.
• Google Dashboard has more info about you than most people you know… have you checked yours lately?
• Mobile is changing the way people are buying, the way we are shopping. See: TaxiMagic. See: Red Laser (over 2 million downloads). See: ShopSavvy. See: Layar – Watch video.
• 3000% growth in mobile shopping queries.
• If everyone knows everything about your products and everyone else’s, why should they buy from you? How are you going to stand out?
• Future: Personalized, customized ads and experiences. “People want this kind of technology.” Personalization is HUGE. Amazon knows this.
• “Recommended for you” statements converted 74% of survey respondents in regards to mobile shopping.
• Online, every detail matters. Do you have a model in your ad? Have you tested her eye direction? Having her look at product as opposed to looking at you, generates better response. People want to know what shes looking at and so interact with the product better.
• You can’t persuade people on Facebook the same way you do on Google. It doesn’t work. It never will.
• There are 4 basic personality types, and they all gather information differently. Logical-Competitive: if info isn’t right there and tell them exactly what they are looking for, they bail. Logical-Methodical: they look at every little detail, analyzing every link. Emotional-Spontaneous: attracted to pictures, etc. Emotional-Deliberate: look at reviews, personalized things.
• Overstock.com had 90% bounce rate on movie page. Changing one graphic on a website resulted in $25 million in sales. You must test your websites. Eye tracking. Search terms.
• Macy’s introduced the “Magic Mirror” allowing you to try on clothes virtually in their stores.
• Adidas has a virtual footwear wall, allowing shoppers to browse and get info on all of Adidas’ products – whether they are in-stock or not.
• See: Kinect.
• It’s not your competitors that you have to keep up with – its your customers. You have to understand where your customers are going. (2 yr olds can interact with an iPad.)
• Your Goal: Figure out how to be cross-channel, to be nimble. You have to look overseas – look at the trends in Japan, in China.
• Its a lot of hard work. Its a lot of steps. How do you eat an elephant? One bite at a time.
• To be a successful marketer you must be: Customer intimate. Remarkable. Authentic. Nimble. Continuously improving (Always be testing!).
• Marketing today is real time.

You can follow Bryan on Twitter at @thegrok

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Tags: #whatsnextdc, adidas, axa, bryan eisenberg, buying, cbs, Corrie Davidson, Entertainment Weekly, facebook credits, future of marketing, iAd, kinect, layar, logistics, macys, magic mirror, mobile, online, pepsi, presentation, screen in magazine, shopping, slidedeck, slides, technology, Video, washington dc, whats next dc

This entry was posted on Tuesday, January 25th, 2011 at 7:43 pm and is filed under e-Commerce, Events, Marketing, Watch Videos. You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.