Agenda Interesting Research Defining Goals Approaching Content Approaching Standards Moving...

Agenda

Interesting Research Defining Goals Approaching Content Approaching Standards Moving Forward

Some Interesting Research

“Everyone is entitled to his own opinion, but not his own facts.”

Daniel Patrick Moynihan (1927-2003) American Politician and Sociologist

By 2013, 50% of all retail transactions will be affected by the web.

Source: Forrester Research 2010

“Online data influences as much as 80% of all product transactions.”

Clavis Report on eCommerce Information Quality Insight

Consumers are digitally trained. Nearly 80 million US households

have broadband access

Source: Forrester Research 2010

Most consumers have mastered basic online activities like researching and purchasing

products.

Source: Forrester Research 2010

Online experiences define the brand. The website experience now sets user

expectations for all other interactions with a company.

Source: Forrester Research 2010

But what about print ?

In 2010…57% of online B2B shoppers report that

even though they primarily buy online they prefer to have a catalog on hand.

Source: comScore research 2010

In 2012…55.1% of B2C catalog recipients indicated

they would prefer getting all catalogs in digital format if possible.

Source: Catalog Spree, 2012

Consumers who received a catalog spent 28% more on the retailer’s site than those

who did not receive a catalog.

Source: comScore research 2010

77% of consumers state that they prefer to receive permission-based marketing

communications through email.

Source: Exact Target 2012

More than three out of five consumers will spend at least two minutes watching a video

that educates them about a product they plan to purchase, and 37% will watch for

more than three minutes.

(MarketingCharts.com, 2012)

Nearly 1 in 5 minutes onlineis spent on social networks.

Source: comScore Media Metrix, March 2007 - October 2011

In January 2012 Pinterest drove more referral traffic than Google Plus, LinkedIn and

YouTube combined.

This was equal to Twitter in referral traffic.

Facebook drove 7.3 times that amount.

Source: Shareaholic 2012

Every morning online consumers have their first online activity of the day...

• 58% check email• 20% check a portal site or search engine• 11% check Facebook• 5% check a news site• 3% check their company’s intranet site

Source: ExactTarget Research 2010

Consumers are being overrun with social content. During the last

90 days...

• Only 18% of online users who are on Facebook are friends or have “liked” a brand.

• Only 8% of online users have been to a brand sponsored social network.

• Only 6% of online users have read a brands blog.

• Only 5% of online users have followed a brand on Twitter.

Source: Forrester Research “Defeating Social Clutter” 2010

In order to compete businesses must...• Become “interesting” by providing relevant

content that users perceive as valuable.• Stop thinking of social media programs as “free”

and start supporting them with traffic driven marketing and relevant promotions.

• Recognize when social tools are not your best option so effort can be directed toward more effective channels.

Source: Forrester Research “Defeating Social Clutter” 2010

“Only 36% of products on leading eCommerce websites pass standard tests for

completeness, presentation and accuracy.”

Clavis Report on eCommerce Information Quality Insight

“51% of products on leading eCommerce websites are missing some expected piece

of information.”

Clavis Report on eCommerce Information Quality Insight

“13% of products on leading eCommerce websites are linked to the wrong brand.”

Clavis Report on eCommerce Information Quality Insight

“5% of products on leading eCommerce websites have a product name or brand

name that is misspelled.”

Clavis Report on eCommerce Information Quality Insight

Maintaining the status quo is the riskiest path a business can take, because the market is

not standing still.

Defining Goals

3 Simple Goals

Supporting Campaigns Is Key

4000 Brand Impressions A Day

Customer Experience Management

When firms excel at customer experience,

they have an advantage of more than 14% over customer experience laggards in three key

areas of loyalty — willingness to buy more, reluctance to switch, and

likelihood to recommend.

© 2012, Forrester Research

Source: Forrester Research 2010

Visual and Experience Consistency

© 2012, Forrester Research

Source: Forrester Research 2010

Real World Evolution

Approaching Content

Start with the Content Value Chain

Source: Forrester Research 2010

There are Different Types of Content

The Future Commerce Platform

Understanding Content Customers

Source: Forrester – North American Technographics Empowerment Online Survey Q4 2009 (US)

Approaching Standards

OPIDS:Office Products Industry Data Standardization

Committee formed in 2006 Buying Groups, Wholesalers, Trade Service, BSA &

NOPA

Standardization Goals: MAC SKU UOM

OPIDS:Office Products Industry Data Standardization

Results: MAC & SKU variances 98+% eliminated UOM

nomenclature established 98+% standardized usage

On-Going Challenges: Growing SKU and UOM variances on items sold in

multiple UOMs

More detail tomorrow

Rich Product Content

Multiple models exist No one standard has emerged Alignment with existing standards is poor Best practices are not clear

The Working Committee

Started with an idea in this conference 2 years ago. Formalized working group

Wholesalers Suppliers Manufacturers Reps 3PV’s Buying Groups

Meet 2x a year in person and virtually as needed.

Progress to Date

Over 20 areas of focus identified and prioritized Subcommittees formed for each imitative 4 Standards have been defined and published

Images Video QR Codes Descriptions

Next meeting in January in Atlanta

Content Sessions in Track 2

Perfecting Your Video Strategy Craig Wax, CEO, Invodo

Best Practices in Image Content Steven Glass, Managing Director, Midwest Resource Group

Content that Connects: Integrating QR Codes and other Direct Response Techniques into Your Messaging Parrish S. Gust, Product Manager CustomPoint Solutions, RR Donnelley

Unleash Site Search to Drive Effective Online Merchandising Marcel Muñoz, CTO, Co-Founder, Thankx Media

Office Products Data Standardization for the Independent Dealer Dee King, Director of Product Information, S.P. Richards Co.

Copy at the Point of Customer Contact Mike Metchikoff, President, Office Products Marketing and Advertising

Content in Support of Multi Channel Marketing Mark Evans, Director, United Stationers

Moving Forward

Our Roadmap

Thanks

Any Questions?