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The Future is Omnicommerce

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We’re on the fast-track to an omnicommerce world.

Opportunities for brands to get into consumers’ minds and shopping carts are increasing by the minute. Is your brand ready to succeed in this new world?

Join Catalyst for a webinar as we share four critical ways that brands can pivot their strategies and approaches to more effectively reach omnichannel shoppers in 2022 and beyond.

You’ll discover how and why to:

- Embrace a hybrid model: Consumers are hooked on ecommerce, but in-store shopping is not dead. Learn why seamless digital and physical experiences are more important than ever.

- Think beyond conversions: Are you recognizing the full potential of ecommerce? Discover how you can evolve your ecommerce program to pursue important upper funnel goals like brand health and awareness.

- Avoid the ROAS trap: Overreliance on ROAS can limit opportunities and long-term growth. Learn why it may be time to rethink your measurement strategy.

- Strategically leverage automation: AI and automation are important tools for success in an omnicommerce world, but they must be used with rigor and human oversight. Hear why you can’t just set it and forget it.

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The Future is Omnicommerce

  1. 1. THE FUTURE IS OMNICOMMERCE 1 4 Ways Brands Can Succeed in a World Where Ecommerce is an Expectation
  2. 2. 2 This presentation originally aired as a webinar. The recording is available here: https://events.bizzabo.com/368754
  3. 3. Webinar Q&A 3 Enter content questions or in the Q&A window. You may enter your question anonymously or name yourself. We’ll publish some content questions to the broader audience. Platform issues or technical difficulties? Email info@catalystdigital.com for assistance
  4. 4. Introductions 4 More Impact. Better Acquisitions. Higher Growth. CatalystDigital.com SPEAKER Tarik Mughisuddin Managing Partner, Managing Director EMCEE Meghan Lavin Partner, Director of Marketing
  5. 5. Original Research The State of Ecommerce 2021: Navigating the New World of Omnichannel Commerce & Retail Media CATALYST & KANTAR ORIGINAL RESEARCH CATALYST & XAXIS ORIGINAL RESEARCH Closing the Gap: Adopting Omnichannel Strategies for Stronger Brand-Consumer Connections 5 www.catalystdigital.com/research/the-state-of-ecommerce-2021/ www.catalystdigital.com/research/closing-the-gap-omnichannel-research/
  6. 6. 6 We’re on the fast-track to OMNICOMMERCE
  7. 7. 7 ECOMMERCE Ever present More than the final purchase Consumer expectation Part of the integrated strategy Beyond Amazon or brand.com
  8. 8. 8 START STOP CONTINUE Approaching ecommerce, retail media, biddable media, omni media as MEDIA….and work holistically together to support awareness and commerce simultaneously. Looking at ecommerce as a separate discipline or team. It should all be integrated within one team and a single approach. That’s how you reach an omnicommerce state. Investing and testing in the commerce landscape. Continue to develop seamless / convenient offerings for consumers. Commerce is part of the media mix, not separate
  9. 9. 9 Awareness Commerce Win through integration Growth through integration
  10. 10. Consumers are already omnicommerce 10 Source: Catalyst & Xaxis Original Research - Closing the Gap: Adopting Omnichannel Strategies for Stronger Brand-Consumer Connections 72% Search sites 71% Social media 56% Traditional TV 52% Subscription TV 47% On-demand TV/Online video 45% Video & mobile games 44% Music streaming 39% Messaging apps 37% Traditional radio 34% Ecommerce sites 27% Print media 25% DOOH advertising 19% Podcasts Daily US Consumer Engagement With Key Channels
  11. 11. Omnicommerce consumers need omnicommerce brands 11 Omnicommerce solutions empower brands to reach and engage with their customers across multiple touch points (search, social, display/discovery, ecommerce; traditional platforms or emerging platforms), providing a way to create a seamless and integrated customer experience across the full-funnel that is tied directly to, and optimized towards, brand’s business outcomes.
  12. 12. Many brands aren’t there yet… 12 42% of advertisers strongly agree that their search, social, & programmatic are integrated 32% of advertisers strongly agree that they set aside budget for emerging marketing channels 37% of advertisers strongly agree that creative is seamlessly integrated across traditional & digital channels Source: Catalyst & Xaxis Original Research - Closing the Gap: Adopting Omnichannel Strategies for Stronger Brand-Consumer Connections
  13. 13. Four ways to get there 13 1. Embrace a hybrid model Think beyond conversions Avoid the ROAS trap Strategically leverage automation 2. 3. 4.
  14. 14. 14 EMBRACE A HYBRID MODEL 1
  15. 15. Consumers are hooked on ecommerce 15 Proportion of consumers more likely to buy products & services online in the long run as a result of Covid-19 Source: Catalyst & Xaxis Original Research - Closing the Gap: Adopting Omnichannel Strategies for Stronger Brand-Consumer Connections
  16. 16. But, in-store shopping isn’t dead. It’s evolving. 16 Source: Catalyst & Xaxis Original Research - Closing the Gap: Adopting Omnichannel Strategies for Stronger Brand-Consumer Connections 25% 25% 35% 26% 19% 7% 49% 56% 58% I'll be shopping in-store less than I did before I'll be shopping in-store even more than I did before I'll be shopping in-store as much as I did before 18-34 35-54 55+ Do you think in the long run your level of in-store shopping will revert to how it was before the pandemic?
  17. 17. 17 Delivers on consumers’ desire for convenience Provides personal & safe connections through in-store experiences Blends digital & physical experiences to create a consistent omnicommerce experience that maximizes LTV Embrace a hybrid model that:
  18. 18. 18 LOOK BEYOND THE CONVERSION 2
  19. 19. Don’t miss out on full-funnel opportunities 19 62% of online shoppers search for inspiration on Instagram* 63% of online shoppers do initial product research on Amazon* 63% of online shoppers do product & price comparison on Walmart* 50% of online shoppers discover new brands & products on Google* Source: Catalyst & Kantar Original Research – State of Ecommerce 2021: Navigating the New World of Omnichannel Commerce & Retail Media *Among those who visited these specific sites
  20. 20. 20 Invest in your commerce presence Optimize the page/retailer experience, continuing to share your brand story and accounting for platform nuances (it’s not one size fits all). Prioritize and optimize PDPs (product description pages) to provide helpful and meaningful content for shoppers. Leverage digital store or shop opportunities (Amazon, Instagram) and enhanced content options to create even more positive and user-friendly experiences for shoppers.
  21. 21. 21 Sustaining brand health Communicating & reinforcing your brand promise Connecting with consumers wherever they are in the funnel Use ecommerce as a tool for:
  22. 22. 22 BEWARE THE ROAS TRAP 3
  23. 23. Brands recognize the risks of overreliance on ROAS 23 If companies aren’t careful, they are going to ROAS themselves into a corner. Kristina Smith, Vice President, Digital Marketing, The Riveter ROAS is a very crude and very incomplete data point. We look at it, we measure it, we monitor it because it is an easy number to calculate, but it can be highly misleading. Steve Kinsey, Director of Commerce Marketing, GSK Source: Catalyst & Kantar Original Research – State of Ecommerce 2021: Navigating the New World of Omnichannel Commerce & Retail Media “ ” “ ”
  24. 24. 24 A more robust and valuable understanding of performance Pursuit of upper funnel goals and brand health A long-term growth mindset Look at a combination of metrics to enable:
  25. 25. 25 STRATEGICALLY LEVERAGE AUTOMATION 4
  26. 26. 26 Brands want customization, agility, & efficiency 81% of marketers agree that they are focused on customized and personalized advertising across all channels 82% of marketers agree that budgeting is becoming more dynamic and real-time based on evolving customer behavior AI & automation help deliver on these needs, but not alone. Source: Catalyst & Xaxis Original Research - Closing the Gap: Adopting Omnichannel Strategies for Stronger Brand-Consumer Connections
  27. 27. 27 Be purposeful. Don’t just use AI or automation for the sake of it. Explore the in’s and out’s. Don’t take it at face-value. Leverage expert human resources to constantly check-in & assess. Don’t set it and forget it. Approach AI & automation with strategy & rigor
  28. 28. 28 Additional considerations Continue investing in tried-and-true platforms, slowly expand and test new offerings from established platforms. Be open but cautious with new platforms -- ensure they meet brand safety standards and fit your target audience. Don’t forget CREATIVE. Have a creative testing framework. New platforms will require new creative approaches, yet integrated.
  29. 29. How to succeed in an omnicommerce future 29 1. Embrace a hybrid model Think beyond conversions Avoid the ROAS trap Strategically leverage automation 2. 3. 4.
  30. 30. Tarik Mughisuddin Managing Partner, Managing Director Tarik.Mughisuddin@GroupM.com Catalyst Info@CatalystDigital.com CatalystDigital.com Catalyst & Kantar State of Ecommerce 2021 Research Catalystdigital.com/research/the-state-of-ecommerce-2021/ Catalyst & Xaxis Omnichannel Research Catalystdigital.com/research/closing-the-gap-omnichannel- research/ THANK YOU 30
  31. 31. 31 Both research reports are available on our site: https://www.catalystdigital.com/research/the-state-of-ecommerce-2021/ https://www.catalystdigital.com/research/closing-the-gap-omnichannel-research/ THANK YOU FOR ATTENDING QUESTIONS? Email us at info@catalystdigital.com

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