Brands have more opportunities to influence the purchase path a consumer will take.
Twice last month, I found myself in meetings with representatives from Fortune 100 companies during which the conversations shifted to the role a brand's website should play in the increasingly social, online world. In both cases, the question posed was about whether or not the brand website (not as an e-commerce tool, but for all other practical purposes) had reached the end of its usefulness and whether Facebook could or should be viewed as the pending replacement.
Research our organization, GroupM Search, published in Q4 found that less than 5 percent of all search visits from shoppers resulted in a visit to a brand website (click here for the full study). The majority of traffic was sent, instead, to third-party review sites, comparison sites, and social platforms. With the growing options for discovery and information gathering beyond a brand site, it is fair (and wise) for brands to question what role an owned website should play.
In fact, the question for 2012 is: "What role should my online brand destinations play in communicating with consumers about my business and when should I send people to each location?" For a business to be successful in 2012, they must have an answer and strategy to act upon the response to that two-part question.
Two studies we conducted in 2011 found that there is a growing number of opportunities for brands to influence the purchase path a consumer will take. We call those opportunities "signposting" moments; a moment in the journey when a consumer reaches a fork in the road and must decide which direction to go next. As recently as 12 to 18 months ago, these moments occurred most frequently on Google's results page, but the options at hand were largely brand websites. Now, the choices are more extreme with everything from third-party category sites (Wikipedia and comparison shopping), brand sites, video sites (YouTube), and through social media (Facebook, Twitter, and Google+).
The death of 10 blue links has helped diminish the ease of navigation to a brand site. But, choices are good and the options at the disposal of a brand can be an advantage if brands can answer the role question posed at the onset of this column. That said, brands need to determine the following for each type of property:
1. What's the point of the assets we own? Whether it is your brand website, your Facebook page, your Twitter stream, or YouTube - what is the primary goal of the destination and how do we continue to further develop the asset to satisfy that end goal?
2. What assets can we leverage on which we have an earned presence? With more users relying on third-party sites (category blogs, review sites, etc.) it is essential to be present in those locations. Though a concerted community activation effort or API feeds of data brands cannot afford to miss out on these locations.
3. Where are we placing signposts and are they clearly marked? For most consumers, the online journey starts with Google. Increasingly, Facebook plays a role as does Twitter and YouTube. Each of these "destinations" can be a gateway to another location. So, what directions are you offering to potential consumers to get them down the funnel toward a decision that includes you?
My perspective for brands, and what I told the individuals from the two Fortune 100s previously mentioned, is that in no way should Facebook be a replacement at the start of 2012 for a brand website. It should have a clearly defined role for the brand as should the brand site. If you cannot articulate both the role and the differentiation from other owned properties, then there is a real problem. The moment you have blurred the lines in your own organization to the point that you cannot distinguish roles and differentiation, you are not positioned to take advantage of the opportunities that lie ahead with your targeted consumers.
That's why, in 2012, there will be nothing more important for brands than to know the roles of their digital assets and how differentiation of each will be communicated to their target consumers. The goal should be to make it easy for any consumer to get to the right destination (owned or otherwise) to experience your brand in the most optimum setting that will in turn progress their own journey to an ideal outcome for your business in this new year.
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Chris Copeland is chief executive officer of GroupM Next, the forward-looking media innovation unit of GroupM. Chris is responsible for curating and communicating insight-focused media solutions across established and emerging platforms. Leveraging his multi-year experience with emerging media companies, Chris is tasked with stewarding GroupM Next in partnership with agency leadership from GroupM's four media marketing and marketing service agencies (Maxus, MEC, MediaCom, and Mindshare). The focus is participating with those companies leading changes that most impact consumer media consumption, brand favorability, and purchase behavior.
Guiding the Predictive Insights, Technology, Research, and Communications teams at GroupM Next, Chris is responsible for overseeing the amplification of insights into opportunities that directly benefit the business of GroupM agencies and their clients. GroupM is the world's largest media investment management group and the media holding arm of WPP. Together, GroupM agencies represent almost $30 billion in overall North American billings (RECMA).
Chris helped guide the development of GroupM Next, which was established to deliver the best thinking and new insights from within the GroupM community. The unit also focuses on technology innovation connecting all media channels, but especially, online, social, mobile, and addressable.
Chris was selected to lead GroupM Next after nine years of leading the search marketing practice within GroupM. Among his accomplishments are the development and integration of the global search marketing offering for GroupM agencies, GroupM Search, which managed $1.3 billion in search billings globally and grew to more than 1,000 search marketing strategists serving 40 countries. In 2009, Chris created the research division of GroupM Search and developed research studies that deepened the understanding of consumer behavior across search and social media for leading brands and garnered global traction - most notably: The Influenced: Social Media, Search, and the Interplay of Consideration and Consumption; The Virtuous Circle: The Role of Social Media in the Purchase Pathway;and From Intent to In-Store: Search's Role in the New Retail Shopper Profile.
Chris entered the digital industry in 1996 when he joined search marketing agency WGI (later acquired by Tempus Group). He has been with the WPP and GroupM family of companies since 2000 when, recognizing search as an emerging media channel with incredible potential for brands, WPP acquired Tempus Group and CIA, and ultimately rebranded the search marketing agency as Outrider. As senior partner and managing director of Outrider, Chris delivered on GroupM's vision for the channel, leading the organization to 500 percent growth with global presence over five years, and establishing award-winning search marketing strategies that have become industry-wide best practices. In 2002, Chris successfully implemented the integration of search into the cross-channel media planning process at MEC, creating the first search marketing practice to sit within a media communications and planning company. In 2007, he guided the business expansion of search marketing practices into all GroupM agencies. In 2009, Chris was named CEO of GroupM Search, where he was responsible for driving global search strategy for the organization, while fostering the innovative application of search as an integrated channel. In his role, Chris also provided digital strategy counsel for clients, including AT&T, Dell, Audi, Volkswagen, and more.
Chris is an active member on advisory boards at the 4A's, Google, Yahoo, MSN, and I-COM. He is a frequent speaker in global forums discussing the digital marketplace and how the space is evolving, and serves as a regular resource to national and industry press. Chris contributes editorial commentary regularly to Advertising Age, ClickZ, MediaPost, and MediaBizBloggers.com. In fall 2013, Chris was honored as an inductee into the ClickZ Digital Hall of Fame.
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