The consumer landscape has changed, now a whole new crop of buyers and consumers exist called Generation C for Connected. They rely on their close network, circle, and even strangers for trust. They prefer using digital, online versions, and have a different set of values. Now it's up to you to adapt your marketing smarter to fit their needs. Inbound marketing is one solution that you can implement for better lead generation and personalization for shopping, so is social sharing to get promotion and attract more visitors.

1. Ride the Wave of Connected Digital
Consumerism and Smart Marketing
By Lane Sutton
@LaneSutton

2. Shift of values to:
Strangers, Network, & Self

5. My shopping
• SlickDeals.net and Dealnews.com
• Frequent places to shop: Amazon, clothing
(Gap, Banana Republic, Lands’
End), Zappos, Kickstarter
• My exploration: Etsy, Kickstarter, Lyst, Indiegogo for
unique, different products
• Why I buy: best price, highest reviews, customer
service, extended return policy +1, free shipping (fast)
so I use Amazon Prime & ShopRunner
• eBates & FatWallet for cashback purchases
• Decide.com – price historical trends, gives a rating to
Buy or Wait based on confidence. Will offer price
alerts.
• Slice.com for tracking purchases, receipts, packages,

6. eCommerce should be a
huge, more effective
marketing channel due to its
flexibility to gain more
insight into a
visitor, qualified
leads, update, higher
conversion rate, and provide
a more interactive
experience.

7. The current
market is
saturated.

8. The problem
Outbound
Marketing
a.k.a.
Interruption
Marketing

9. Are we being remarkable, even on
social? Spread the culture & vibe.

11. Direct mail does not work for
everyone.
ADAPT to the digital prospect

14. • Education Ed – middle to high school student, needs
supplies between July-September (the marketing is really for
the Mom – who has the wallet which attracts her in with
deals). More social media marketing here.
• Enterprise Erin– run of the mill office employee at an 11-200
company needing copier supplies, paper. More
catalog, Staples B2B Advantage personal account
rep/executive
• Owner Ollie – 1-5 person company, needs typical ink, low
tech. Weekly ad marketing & web.
• Budget Bridget – the deal conscious shopper, comes in for
To make marketing human, think of who
we’re marketing to as humans… PERSONAS!

15. Why transition the marketing and How?
1 Better connect the value proposition to customers and
create a trust zone.
2 Adding social sign on, recommendation, and social
commenting or reviews (FB plugin or Disqus) and
sharing buttons (AddThis or ShareThis)
3 Incentives for sharing. $10 off if 2 referrals or shares.
4 Building shoplets to integrate with FB tabs on page or
offers + form, mobile apps, e-browsing, exclusive deals.

16. The results in numbers after implementing social
graphs with shopping experiences
1 Loyalty: 84% of businesses report an increase in lotalty and
engaging users & building such.
2 Targeting: 80% received richer profile info to inspire
personalized product recommendations, emails, promotions
or coupons.
3 WOM: 77% found that customers shared and promoted the
site to their social graph.
4 Revenue: 75% reported a revenue increase, at the bottom
line!
5 Better measuring and KPI tracking.

17. Connected consumerism
• Comparing and checking prices – mobile apps
• Decisions can begin with search, but socially connected
consumers look to their trusted connections within their
trust zone who is in their community or has a
relationship.
• Developed communities to crowdsource opinions.
Disrupts the traditional purchase/buying cycle.
• Social Capital – Pillars of Influence surrounding
relevance, resonance, and reach.

19. Inbound Marketing
Methodology

20. Two options – you choose!
The Inbound way
• Targeted marketing that
evolves based on lead
intelligence, history, lifecycle
stages, persona – and tailors a
personalized experience.
Better messages across.
• Syncs record with their
interaction & activity.
• High conversion rate, very low
COCA, SEO, optimization, revi
ews
• Ads can target gender, civil
status, location, job
function/industry, &
demographics. Better stats
The outbound way
• Blind
marketing, broadcasting, 1-
way, expensive, high
COCA, no real message
across
• Hard to track ROI, open
rate, referrals, rates
• “Interruption marketing”
• Increasing blocking
techniques: Do Not
Call, opt-outs, spam
filters, TiVo

23. • Back-end inventory fulfillment, customer
records, order/transaction history.
• Sending variations of catalogs & print media (A/B
testing to test effectiveness). Each may have
individualized codes or offers or based on their category
– send Men’s or Women’s version.
• Knowing date frequencies to send catalogs
(determining how active a subscriber is… reducing
frequency)
You’re already doing it!

24. Tailor emails & content
optimized for them. Better
marketing.
Connect with
Salesforce for
records & track
their
history.

27. Twitter lead cards
Built-in lead gen &
CTA
Zarrella’s project?

35. Direct visitors to a landing page
• Capture visitors’ information (at least an
email) since you can then “nurture” them to
become leads after getting contact info.
• Give them a Call-to-Action and give them
reason to fill in the form. Why do they want
your catalog? Provide value in exchange…
ex: if you’re LL Bean, you may offer a tip
sheet for skiing or a winter survival guide.
• On postcards, you could point people to a
landing page and also track it for clicks vs.
conversions.

41. Social Sharing
• Visual is your new friend.
• Wanelo Shopping – an app & web-based shopping
exploration app. Can “save” or “buy” or share.
• The Hunt
• Amazon Windowshop – columns for each
category you search
• Lyst
• As seen on…
• Pinterest, even JCrew exclusively debuted their
Fall catalog campaign on here as a sneak peak for
loyal followers. + for Fashion!

42. Customer service
• Offering a variety of methods…
• Live Chat
• Click-to-call
• Email
• Video chat now? Pilot program by Lands’
End
• Social media page (either separate, or just
respond on the same page)

43. Musts for social
• Consistency with your brand imaging
(logo, font, colors, background)
• 2-way engagement & interaction, having
conversation, posting content
• Adding purpose and value to all followers (even prospects)
who may not buy yet.
• Non-promotion. It’s hard! Keep it to an 80/20 rule. 80% non-
promotional.
• Blog?
• Capture email addresses to keep contact/nurture the lead
• Visible phone # (Zappos’ success), live chat
• Refer a friend strategy
• Video descriptions
• Behavioral targeting

44. Optimizing your marketing
• Creating e-catalogs like on Zinio so you get a
catalog experience, but could click through.
• Personalization and better filtering/searching
when on website.
• Can get analytics, time on
page, clicks, interactions
had, conversions, keywords, referral
sources, performance, optimizing content for
individual contacts or lifecycle stages (smart
content), mobile,
• Relevance based on their history and
lifecycle.

45. E-catalogs
• Functionality. Search/ease of use/clickable
• No printing cost!
• Could use it as a way to expand info and focus catalog on
visuals, not words.
• Think of Staples’ weekly ad online sneak peek – mouse over
to purchase/product page.
• Get your catalog into the Google Catalogs app on iPad and
tablets.
• Just like a real catalog/e-book to swipe for pages and can be
made interactive to click through to the product links or to
learn more.
• Personalized shopping recommendations? Like Zite or
Pandora, have a thumbs up/down button that tailors your
likes to get to know your tastes better and create a custom
magazine or catalog.

46. Optimizing The
Web or Catalogs
for Lead Gen or
Lead Nurturing?
Even brand recognition, loyalty, & awareness are valuable from
social, not just all for customer & lead gen. Online marketing have higher
conversion rates among Gen C.

47. It’s not all about the
ROI.
BRAND AWARENESS. TRUST.
RECOGNITION.
RELATIONSHIPS.

48. IT ALL COMES BACK
TO BUYER
PERSONAS.
What do they want &
need from your brand?
Value & purpose

49. LET’S PUT THE
SOCIAL,
BACK IN
SOCIAL MEDIA
& MARKETING.

50. Always
Be
Changing

51. QUESTIONS?
@LaneSutton
LaneSutton.com