Google and 180Fusion Seminar - Move People in the Moments that Matter


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  • HEATHERGood Afternoon and welcome to the 180Fusion and Google presentation! Today we’ll cover the concept of Zero Moment of Truth, the new Customer Journey, and help you understand why, as a marketer, that should matter to you. Quick sidebar – how many of you have heard of, or are familiar with, this concept of Zero Moment of Truth? Some? Not Many? Well that’s ok because we’re going to cover that in today’s presentation so you’ll be keyed in on trends that Google is seeing and where we think marketers need to be focusing their efforts.We’ll also showcase the ways in which 180Fusion, a Google Certified Partner, can help you take advantage of these key trends and help take your business to the next level.
  • HEATHERAnd this questions is really the core of today’s presentation. As an advertiser, ‘How do you win today’s customer?’Customers are constantly connected across devices, and are looking for products and services in the moments that matter to them. With millions of moments happening everyday, the importance of being relevant has never been greater. It's critical for marketers to think about how they reach customers at the right moments, and help them through the decision funnel
  • What HAS changed is the way we live what matters.Our ability to feel connected – Devices have taken our connectivity to a new level.  6 out of 10 of us check our phones at least once per hour and on average, we check our phones 150 times per day.  (source: Time Magazine, the Wireless Issue, Aug ’12).  Our ability to express ourselves – We live in the age of participation.  Where it’s no longer cool to be a passive consumer – people want to take part; to contribute.  As one example, 41% of adult internet users take photos or videos that they have found online and repost them (Pew Research Center September, 2012).Our ability to explore our interests – Today, we have more ways to explore the things we love, and to tune out the things that aren’t relevant and valuable.  We program our lives. 81% of Americans use a smartphone and TV simultaneously (comScore, 2012).  In fact, American adults spend more time using digital media than watching TV, nearly half of which will take place on mobile devices (source eMarketer July, 2013).
  • I love this quote from the Guardian newspaper in the UK that was published at the end of the Cannes advertising festival this year.  The author complained that it wasn’t fair for TV ads to be measured against online ads, since online ads have so much more creative freedom.  Online does provide a lot more creative freedom.  The experience can be immersive and interactive.  Working with Google, brands can orchestrate their message across platforms, tailoring the best experience for the given environment and viewer, and being relevant across the customer journey.  That’s what we call seamless storytelling.  We think brands have as much opportunity to provide content that people seek out as any other content creator.  The first search ads were built on this premise - that people would choose to click on ads that were relevant to them.  As we’ve expanded into new platforms, like YouTube and G+, we’ve carried this principle with us. Ads should be organic to their environments and add value and utility to people’s lives, so people will care and remember.  The principle that started with three simple lines of text has expanded across all our properties, giving brands a richer canvas for seamless storytelling.
  • Seamless storytelling means taking a creative idea and bringing it to life in formats that are native to the experience, direct to the consumer, and unfettered by the typical creative constraints.A great example of this is the recent Dove “Real Beauty” campaign.  In doing research for their latest campaign, Dove hit on a profound human truth - that women’s self-perception is much lower than how others perceive them.  As an advocate for celebrating beauty in its diversity, and in doing so, raising women’s self-esteem, Dove knew this was a story they had to tell. So, Dove conducted a compelling social experiment to bring this to life. Documented in a short film, Dove Real Beauty Sketches explores how women view their own beauty in contrast to what others see.Given that the anchor of the campaign was a 4 minute film, Dove saw YouTube and Google as the natural partners in their effort, with the goal of spreading the message across the web.  Google helped bring the campaign to life on YouTube through promotion with TrueView video and search ads, the homepage masthead, and their brand channel.  We strengthened the relationship Dove built with their fans through a Google+ hangout, G+ badge, their G+ page and with Google search ads.As a result, Dove struck a chord with global audiences.  The hero film generated more than 50 million global views on YouTube, and became the most shared video ad of the year.  The campaign was both a critic’s favorite, winning a Titanium Grand Prix, as well as a crowd favorite, placing first on the Cannes YouTube Ads Leaderboard.  Let’s hear from the folks behind the effort.
  • I love this quote from Chris Anderson, curator of TED.  The best ads transcend products and share a brands’ ideas, passions, or purpose.  As Chris Anderson puts it, by inviting people in, you can share those ideas.  Advertising by invitation - giving people a choice - means that you find those most likely to be interested and to listen.We believe deeply in the power of choice. We think virtually all advertising will be choice-based in the near future.  75% of the ads on YouTube are choice based.  100% of search ads are choice based.  The concern we hear from advertisers is predictable.  They ask, “will people really choose to watch ads?”.Well, if they’re useful and interesting, the answer is definitely yes.  For instance, we’ve seen on mobile that view-through-rates are actually 3 times higher when we give a choice (source AdMob).  Another great example is the YT Ads Leaderboard, which highlights ads consumers chose not only to watch but to share millions of times.
  • HEATHER(Speaker note: This is based on media mix modeling done by MarketShare of the 5 verticals listed.  It represents that increase in sales that they predict would result from shifting a given percentage of current marketing spend to Google, keeping total budget the same. Click here a detailed description of the methodology. For all the report findings, please see this folder.)When you put all this together, we help you move people when it matters most.  Not only creating a love for your brand and deeper relationships with your customers, but also hardline business results.  Moving people is what moves your brand and business.MarketShare partners, who specialize in media mix modeling, recently conducted a study of 5 verticals and found in every case, for the same total investment, shifting budget to Google resulted in increased sales.  Even the lowest increase – 2% - when multiplied by the revenue of cosmetics companies would result in millions of dollars in incremental ROI.With so much potential opportunity out there, how are YOU going to decipher which moments matter to your business, and more importantly, what action are you going to take to win consumers in those moments that matter most?This is where enlisting the help of a Google Certified partner, like 180Fusion, can really help you take your business to the next level. I’m going to pass the mic over to Scott to share more details with you about the expertise and technology 180Fusion has developed to help their clients win those moments that matter the most.
  • SCOTTThank you Heather!There’s a fairly straightforward way we look at managing our clients and that involves ensuring they have every opportunity to capture every possible customer in an efficient way.In other words, we help our clients to be: always there, always relevant and always optimized
  • SCOTTSo let’s first take a look at what ‘Always There’ means
  • SCOTTCustomers consider, evaluate & advocate online – However, 95% of that time is spent on content sites, while only 5% of time is spent on SearchSo an advertising approach that is “always there – across the whole web” is very important for any business
  • SCOTTIts not enough to just ‘be online’. Its important to be on all devices at all times. In certain verticals, over 50% of queries are mobile. Previously, we used to see a distinct style of web browsing – during the day (when people are typically at work) we’d see an increase in desktop searches with very little traction on mobile. In the evenings, we’d see desktop drop off significantly and mobile queries would spike. There was a distinct trade off in device usage.Now, we’re finding there is a convergence of all devices helping to connect people online to the searches that matter most to them, at all times of the day. 19% of online shopping takes place between 8pm and midnight, from the looks of this graph, it seems most of that traffic could be coming from a tablet.Take a look at those trends – what’s your mobile strategy? Is your site mobile device compatible? Not sure? 180Fusion can help you!
  • SCOTTAlways Relevant - this means showing the right ad at the right time, to the right consumer. Its showing the ad that is relevant to the intent of the search, the device its being searched from, the time of day, and even to the content on the page.This is a very important goal in the competitive digital marketing landscape, and one that 180Fusion can help you attain
  • SCOTTThis is a great example of showing the right ad based on the intention of the consumer. Here the search query was “low apr credit cards”You’ll notice the additional sitelinks in the ad text specifically pertain to the theme of the search query. 180Fusion will ensure your ads are always relevant to the intent of the search query performed
  • SCOTTThe power of Google and 180Fusion ensures the right ad appears at the right time and in the right formatYou’ll notice the differences in the ad texts in this exampleThe ad showing on the mobile phone includes the option to call the hotel directly to secure a booking, while the ad appearing on a tablet or desktop device includes more clickable links within the ad text.
  • SCOTTWith the explosion of smartphone usage, we have additional signals that can be leveraged to help determine the best ad to show. In this case, time of day is providing the additional input.In this example, the example on the left is for a lunch ad as the search was performed close to noon. On the right, this search was performed closer to midnight so the ad delivered speaks to ‘fourth meal’ as opposed to ‘lunch’[EDIT] We can now take into account additional factors like time of day 180Fusion has technology to help optimize for time of day [SHOWCASE 180FUSION TECHNOLOGY]
  • SCOTTYou’ll recall from a previous slide, consumers spend 95% of their time on Content sites. Its important you’re targeting the right audience in that space[EDIT] 180Fusion digital media experts ensure your ad will show only to the most relevant audience when targeting any sites on the Google Display Network
  • SCOTTFor e-commerce marketers – if you have a Merchant Center feed, we can help you grow your business substantiallyBy leveraging Google’s various ad formats, in particular Dynamic Remarketing, 180Fusion can help you boost CTRs by up to 450% while still targeting your ideal audience in a cost efficient manner
  • SCOTTAnd finally, its important to always optimize. 180Fusion does not ‘set it and forget it’. Our technicians work tirelessly to ensure your ads are always showing in the most relevant locations and earning the best possible CTRs. They work closely with our Google support team to uncover the best optimization strategies for our clients.
  • SCOTTAnd why is all of this important? Why do we need to target users on mobile devices as well as desktops? Why do we need to ensure your ad is appearing not only in search queries but also across the Display Network?Because all of these things working together help create a solid foundation upon which you can build a successful digital marketing campaign
  • SCOTTGoogle provides the reach, 180Fusion provides the guidance for a successful digital marketing campaign that is ‘always there, always relevant, always optimized’.
  • HEATHERThank you Blake for sharing those insights – definitely a tremendous success story there. Can we get one more round of applause for Blake?So today you learned a lot. I shared with you the bigger picture that Google is seeing with trends like the Zero Moment of Truth and Scott shared with you the important of having a well-defined, well-optimized digital marketing strategy (one that 180Fusion is happy to help you with!), and finally you heard directly from Blake, a satisfied client of 180Fusion.And yet, the question of how to win today’s customer can feel a little daunting.
  • HEATHERThere are so many different elements these days that go into digital advertising, its unrealistic to think that an SMB can stay up to speed on all the changes and opportunities, let alone execute successfully. Luckily, you have the seasoned professionals at 180Fusion to help you out!
  • HEATHERWorking with a Google Partner such as 180Fusion has its clear advantages. Historically, 180Fusion has demonstrated increased account performance, and customer satisfaction, at the same time they also demonstrate decreased churn in the advertisers they start working withAs a Google Partner, 180Fusion enjoys unique benefits which include insights into new product opportunities, Beta programs, and other benefits that help partner’s such as 180Fusion stay ahead of the curve so they can provide the best support possible to their clients.
  • HEATHERIn thinking about everything we covered today, I have a challenge for you: Over the next couple days, pay attention to your own buying decisions and research. How do you make those choices? Bet you’ll be surprised how often you find yourself at ZMOT. While you’re there, think about how your own customers will be looking for you in the same ways. And think about how 180Fusion can help ensure you’re capturing all of those potential customers.THANK YOU!With that, I’d like to open it up for any questions
  • Google and 180Fusion Seminar - Move People in the Moments that Matter

    1. 1. Google Confidential and Proprietary 1Google Confidential and Proprietary 1
    2. 2. Google Confidential and Proprietary 2Google Confidential and Proprietary 2 how do you move people when it matters most?
    3. 3. Google Confidential and Proprietary 3Google Confidential and Proprietary 3 EXPRESS OURSELVES 4 out of 10 people repost photos or videos online EXPLORE OUR INTERESTS Americans spend more time online than watching TV FEEL CONNECTED We check our phones 150x per day What’s changed are the ways WE LIVE WHAT MATTERS (sources: Time Magazine, the Wireless Issue, Aug ‟12; (Pew Research Center Sept „12; eMarketer July, „13)
    5. 5. Google Confidential and Proprietary 5Google Confidential and Proprietary 5 DOVE Real Beauty Move people to care & remember through SEAMLESS STORYTELLING
    6. 6. Google Confidential and Proprietary 6Google Confidential and Proprietary 6 “IF YOU DROP THE IDEA OF AMBUSHING PEOPLE‟S ATTENTION…AND INSTEAD ASK THEM TO VIEW BY INVITATION, YOU CAN SHARE AN IDEA.” Chris Anderson, Curator, TED
    7. 7. Google Confidential and Proprietary 7Google Confidential and Proprietary 7 Credit Cards Mobile Handset Manufacture s Luxury Automotive Cosmeti cs 10% 6% 4% 2%Incremental sales lift 20% 13% 24% 14%Recommended Google spend as a % of total media budget Auto Insuranc e 16% 23% Media Mix Models across five verticals run by market share partners. Source: The modeling period spans from Feb 2009 to Sep 2012 MOVE YOUR BRAND And your business
    8. 8. Google Confidential and Proprietary 8Google Confidential and Proprietary 8 There‟s a simple way to think about this
    9. 9. Google Confidential and Proprietary 9Google Confidential and Proprietary 9 Always there
    10. 10. Google Confidential and Proprietary 10Google Confidential and Proprietary 10 Across the whole web
    11. 11. Google Confidential and Proprietary 11Google Confidential and Proprietary 11 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
    12. 12. Google Confidential and Proprietary 12Google Confidential and Proprietary 12 Always relevant
    13. 13. Google Confidential and Proprietary 13Google Confidential and Proprietary 13 Relevant to intent
    14. 14. Google Confidential and Proprietary 14Google Confidential and Proprietary 14 Relevant to device
    15. 15. Google Confidential and Proprietary 15Google Confidential and Proprietary 15 Google Confidential and Proprietary Google Confidential and Proprietary 15 Relevant to time of day
    16. 16. Google Confidential and Proprietary 16Google Confidential and Proprietary 16 Relevant to content
    17. 17. Google Confidential and Proprietary 17Google Confidential and Proprietary 17 17
    18. 18. Google Confidential and Proprietary 18Google Confidential and Proprietary 18
    19. 19. Google Confidential and Proprietary 19Google Confidential and Proprietary 19 450% Dynamic remarketing can boost CTRs by Relevant to behavior Google internal, 2013
    20. 20. Google Confidential and Proprietary 20Google Confidential and Proprietary 20 Always optimized
    21. 21. Google Confidential and Proprietary 21Google Confidential and Proprietary 21 Attribute, evaluate and optimize the whole customer journey
    22. 22. Google Confidential and Proprietary 22Google Confidential and Proprietary 22 180Fusion and Google helps you complete the picture
    23. 23. Google Confidential and Proprietary 23Google Confidential and Proprietary 23 how do you win today‟s customer?
    24. 24. Google Confidential and Proprietary 24Google Confidential and Proprietary 24 Search Video Mobile Offers Local Site Display 300 x 250 How to Manage Digital Marketing Effectively? Social
    25. 25. Google Confidential and Proprietary 25Google Confidential and Proprietary 25 180Fusion partnership has historically… Increased Account Performance Increased Customer Satisfaction Decreased Advertiser Churn Enhanced Google Customer Service Expanded Advertising Product Mix
    26. 26. Google Confidential and Proprietary 26Google Confidential and Proprietary 26 26 Google confidential Jump in! Google Confidential and Proprietary 26