Presentation given at Case Western Reserve University's Weatherhead School on 3/30/2010. MKMR411

1. Online Consumer BehaviorsChanging Strategies for a Changing World Presented by Scott Chapin

2. DigiKnow Agency founded in 1995 in Cleveland, Ohio by Agency and Technology Veterans Offices in Cleveland, Ohio and Buenos Aires, Argentina Staff of creative, technology, planning and management professionals Consumer products, B2B, institutional, government and major league sports clients nationwide Online Marketing and Technology Consulting, Mobile Development, Web Development and Online Advertising are core businesses 2

3. Behavior changes with technology 3

4. Email Marketing 4

5. Ecommerce 5

6. Mobile Marketing 270 million cell phone subscribers ∏ 110.4 billion text messages (SMS) per month∏ Smartphone usage is over 25%Ω 19% of Americans said they accessed the internet on their mobile yesterday§ ∏ - CTIA Ω - eMarketer § - Pew Internet 6

7. Mobile Internet Growth 7 US Mobile Internet Users and Penetration, 2008–2013 (millions and % of mobile phone subscribers) (22.0%) (26.3%) (30.6%) (35.6%) (40.2%) (43.5%)

8. Many Platforms, Many Rules 8

9. Social Media 9 “Microblogging” “Friending” “Expressing” “Networking”

10. Digital Communications enable Social Sharing 10

11. Consumers Trust Peers 11

12. Consumers Trust Peers 90% of consumers online trust recommendations from people they know; 70% trust opinions of unknown users. (Econsultancy, July 2009) 67% of shoppers spend more online after recommendations from online community of friends. (Internet Retailer, September 2009) When making purchase decisions, North American Internet users trust recommendations from people they know and opinions posted by unknown consumers online more than advertisements on television, on the radio, in magazines and newspapers, or in other traditional media. (Nielsen Online, April 2009) 12

13. Consumer / Brand Interaction 13

14. Attention Spans are Short (and Alternatives are Plenty) 14

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16. What did you see? 16

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18. What would you click on? 18

19. UI design can’t be an afterthought The best designs are invisible User interfaces must be built with each customer in mind Good UI’s don’t win awards, but they can make a lot of money Balancing best practice with user testing creates the right customer experience 19

20. Micro-targeting is possible 20

21. Your data is everywhere A digital fingerprint is left behind with every click you make These impressions allow for better targeting and measurement Personalization increases conversion and improves user experience 21

22. Geo-targeting PPC 22

23. Demographic Targeting 23

24. Dynamic Email Marketing 24

25. Analytics Segmentation 25

26. Testing is Cheap 26

27. Analytics – the basics 27

28. Visitor Profile Analysis 28

29. Geographic Analysis 29

30. Goal pages identify the target action for a site interaction or campaign Funnels visualize the conversion process and identify areas for adjustment Goals and Conversion Funnels 30

31. In-Page Analytics Eye-tracking and Mouse-tracking provide an additional layer of data on top of the actual page interactions 31

32. A/B and Multivariate Testing let the data decide which image, copy or layout produce the best results Website Optimization A/B Testing Multivariate Testing 32

33. Pay-per-click Advertising 33

34. Conclusion We live in a digital world where consumers behaviors change and the communication tools change almost daily. The best way to stay relevant is to change with them. 34

35. Questions? 35

36. For more information please contact: Scott Chapin Director of Consulting Services 216-325-1981 schapin@digiknow.com 36