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180Fusion and Google Webinar - Multi-Screen Success
 

180Fusion and Google Webinar - Multi-Screen Success

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180Fusion and Google co-hosted webinar on how businesses can reach potential customers wherever they search online. For more information visit; http://www.180fusion.com

180Fusion and Google co-hosted webinar on how businesses can reach potential customers wherever they search online. For more information visit; http://www.180fusion.com
or call 1-877-321-4180.

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    180Fusion and Google Webinar - Multi-Screen Success 180Fusion and Google Webinar - Multi-Screen Success Presentation Transcript

    • Google Confidential and Proprietary 1Google Confidential and Proprietary 1 May 2014
    • Google Confidential and Proprietary 2Google Confidential and Proprietary 2 Today’s Agenda Introductions (5 mins) Any Time, Any Place, Any Device (10 mins) Multi-Screen World: Insights for Succeeding (20 mins) Key Takeaways (5 mins) Q&A (5 mins)
    • Google Confidential and Proprietary 3Google Confidential and Proprietary 3 Introductions 180Fusion and Google
    • Google Confidential and Proprietary 4Google Confidential and Proprietary 4 Google, Channel Sales Marketing Discussion Heather Wilburn – Business Development Manager • Educate clients on Google’s ever-growing suite of offerings • Promote Search, Mobile, Display, YouTube as aligned with client business needs • Support clients in growing new business Business Objectives for Clients: • Joined Google in 2002 as founding member of AdWords advertising program • Initially managed SMB client relationships with a focus on developing advanced online strategies • Currently managing high profile agency partnerships for increased adoption of, and success with, Google advertising solutions Bio:
    • Google Confidential and Proprietary 5Google Confidential and Proprietary 5 180Fusion Marketing Discussion Scott Cohen – CEO • Increase sales, general qualified leads, build brand awareness by driving qualified traffic in profitable way • Successfully leverage PPC, SEO, Social Media Marketing, Conversion Optimization • Support overall strategy for online client growth Business Objectives for Clients: • Industry veteran with 17+ years in software and internet sector • Responsible for overall vision and strategy for 180Fusion • Recognized Thought Leader in internet marketing • Successfully supported Fortune 500 executives to SMB market on global marketing initiatives • On the Board of Directors of Non Profit and privately held technology companies Bio:
    • Google Confidential and Proprietary 6Google Confidential and Proprietary 6 Any Time, Any Place, Any Device The Digital Revolution
    • Google Confidential and Proprietary 7Google Confidential and Proprietary 7
    • Google Confidential and Proprietary 8Google Confidential and Proprietary 8 2006 1B 2003 500M 1994 Users 77M 1998 2000 400M 2010 1.9B distribution and commerce information communication “buy”“read” “talk” The digital revolution in context
    • Google Confidential and Proprietary 9Google Confidential and Proprietary 9 MORE THAN 50% OF ONLINE DEVICES ARE MOBILE
    • Google Confidential and Proprietary 10Google Confidential and Proprietary 10 digital information in the world (videos, photos, music, texts, etc.) 800 exabytes2010 2020 53 zettabytes internet users worldwide 2010 1.9 B 2020 5 B mobile subscribers 2010 5 B 2020 10 B That growth is still going….
    • Google Confidential and Proprietary 11Google Confidential and Proprietary 11 Moment Search Conversion Report The audience journey has changed Source: Google Multi Screen World Study, 2013, www.thinkwithgoogle.com 65%of retail search journeys start on mobile Consumers have new ways to convert
    • Google Confidential and Proprietary 12Google Confidential and Proprietary 12
    • Google Confidential and Proprietary 13Google Confidential and Proprietary 13
    • Google Confidential and Proprietary 14Google Confidential and Proprietary 14 90% 10% Majority of our daily media interactions are screen based Base: All Device Interactions – PC/Laptop (3817); Smartphone (6057); Tablet (542); TV (3592). Q. Which of the following did you use? Q. What else did you use at the same time? Note: Respondents were asked to consider printed hard copies of Newspaper and Magazine.
    • Google Confidential and Proprietary 15Google Confidential and Proprietary 15 Context drives device choice Today consumers own multiple devices and move seamlessly between them throughout the day
    • Google Confidential and Proprietary 16Google Confidential and Proprietary 16 There are two modes of multi-screening
    • Google Confidential and Proprietary 17Google Confidential and Proprietary 17 There are two modes of multi-screening
    • Google Confidential and Proprietary 18Google Confidential and Proprietary 18 Consumers rely on search to move between devices Base: Have Started Activity on One Device & Continued on Another: Searching (923); Browsing (1172); Shopping (969), Watching a Video (623). Q. You mentioned that you have started each activity below on one device and then continued it on another device. For each activity (column), please indicate the way(s) in which you did this.
    • Google Confidential and Proprietary 19Google Confidential and Proprietary 19 Multi-Screen World: Insights for Succeeding What we expect this year
    • Google Confidential and Proprietary 20Google Confidential and Proprietary 20 DO YOU HAVE MULTI-SCREEN STRATEGY?
    • Google Confidential and Proprietary 21Google Confidential and Proprietary 21 Do you have an integrated search strategy? first 5-6 links on the left get the most attention after 2 seconds after 8 seconds search engine results page heat map
    • Google Confidential and Proprietary 22Google Confidential and Proprietary 22 Digital Marketing Spend for Companies in 2014* *Source: SEMPO State of Search Marketing Report 2013 • Eight out ten marketers identify mobile as significant – yet only 3% of marketing budget goes to this area • Nearly half of digital marketing budget is spent on search, with 31% on Paid Search and 18% on SEO • 63% of businesses will be increasing their paid search budget for 2014, while 47% plan to do so for SEO
    • Google Confidential and Proprietary 23Google Confidential and Proprietary 23 There’s a simple way to think about this
    • Google Confidential and Proprietary 24Google Confidential and Proprietary 24 Always there
    • Google Confidential and Proprietary 25Google Confidential and Proprietary 25 Across the whole web
    • Google Confidential and Proprietary 26Google Confidential and Proprietary 26 Midnight 3am 6am 9am 12pm 3pm 6pm 9pm On all devices, at all times of day Google internal, 2013 AT&T Nielsen, Clickstream Study, 2010
    • Google Confidential and Proprietary 27Google Confidential and Proprietary 27 Always relevant
    • Google Confidential and Proprietary 28Google Confidential and Proprietary 28 Relevant to intent
    • Google Confidential and Proprietary 29Google Confidential and Proprietary 29 Relevant to device
    • Google Confidential and Proprietary 30Google Confidential and Proprietary 30 Google Confidential and Proprietary Google Confidential and Proprietary 30 Relevant to time of day
    • Google Confidential and Proprietary 31Google Confidential and Proprietary 31 Relevant to content
    • Google Confidential and Proprietary 32Google Confidential and Proprietary 32 Always optimized
    • Google Confidential and Proprietary 33Google Confidential and Proprietary 33 Attribute, evaluate and optimize the whole customer journey
    • Google Confidential and Proprietary 34Google Confidential and Proprietary 34 180Fusion and Google helps you complete the picture Display Ads: Reach users further down the purchase funnel; engage & re-engage them! Mobile Ads: consumers turn to their devices in various contexts – be there when they do! Google and 180Fusion support teams can help you increase your success
    • Google Confidential and Proprietary 35Google Confidential and Proprietary 35Google - confidential Key Takeaways
    • Google Confidential and Proprietary 36Google Confidential and Proprietary 36 • Find out how much of your traffic/revenue is coming from mobile. What's been the growth? Key Takeaways Be There
    • Google Confidential and Proprietary 37Google Confidential and Proprietary 37 • Find out how much of your traffic/revenue is coming from mobile. What's been the growth? • Try your own site on mobile and do a transaction. Was it what you expected? • Try a search for your own product on mobile and tap on it. Is the experience easy to complete? Key Takeaways Be There Be Relevant For Constantly Connected Customers Engage New Consumer Contexts
    • Google Confidential and Proprietary 38Google Confidential and Proprietary 38 • Find out how much of your traffic/revenue is coming from mobile. What's been the growth? • Try your own site on mobile and do a transaction. Was it what you expected? • Try a search for your own product on mobile and tap on it. Is the experience easy to complete? • Follow-up with your digital team on how they measure mobile ROI. • Are you accounting for mobile's impact on in store sales, call center sales, cross device sales? • If you have an app, ask your team how they value app users. Key Takeaways Be There Be Relevant Be Optimized For Constantly Connected Customers Engage New Consumer Contexts Measure All Conversions
    • Google Confidential and Proprietary 39Google Confidential and Proprietary 39Google - confidentialSource: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Searches that have non-SERP click outcomes n=1,372 Q: How long after the search on your mobile device did you start these activities?. Eric Hannelius Vision Payment Solutions President & CEO “180Fusion Remarketing on Google allows us to add value back into our ‘sunk’ costs. It’s a great opportunity to win back those users that we’ve already driven to the site through other advertising campaigns.” Eric Hannelius Vision Payment Solutions President & CEO “180Fusion’s SEO and SEM solutions on Google allows us to maximize our digital marketing so we’re in front of our addressable market at the right time and at an efficient cost.
    • Google Confidential and Proprietary 40Google Confidential and Proprietary 40Google - confidential Q&A
    • Google Confidential and Proprietary 41Google Confidential and Proprietary 41Google - confidential For Personalized, One on One Consultation, For Webinar Attendees Only webinar@180fusion.com 877-321-4180 thank you!