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Wanneer nemen consumenten hun beslissing tegenwoordig. Online search neemt hierin een geheel eigen rol in beslag, waarop je als bedrijf ebducht moet zijn

Wanneer nemen consumenten hun beslissing tegenwoordig. Online search neemt hierin een geheel eigen rol in beslag, waarop je als bedrijf ebducht moet zijn

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  • 1. Richard Pollin Head of New Business UK & Ireland September 21st, 2012Google Confidential and Proprietary
  • 2. “When consumers hear about a product today, theirfirst reaction is ‘Let me search online for it.’And so they go on a journey of discovery: about aproduct, a service, an issue or an opportunity.Today you are not behind your competition. You arenot behind the technology. You are behind yourconsumer.” Google Confidential and Proprietary 2
  • 3. CommWorld 50th Conference Google Confidential and Proprietary 3
  • 4. CommWorld 50th Conference Google Confidential and Proprietary 4
  • 5. Mental Models Drive Our Game Google Confidential and Proprietary 5
  • 6. Roger Bannister and the Four Minute Mile Google Confidential and Proprietary 6
  • 7. Build a Great Product Google Confidential and Proprietary 7
  • 8. Tell Your Target About It Google Confidential and Proprietary 8
  • 9. Win at Point of DecisionAccording to Procter &Gamble, shoppers makeup their minds about aproduct in three to sevenseconds, just the time ittakes to note a producton a store shelf.This time lapse is called(by P&G) the “FirstMoment of Truth," andits considered the mostimportant marketingopportunity for a brand.— Wall Street Journal, 2005 Google Confidential and Proprietary 9
  • 10. The Traditional Mental Model of Marketing Stimulus First Moment of Second Moment Truth of Truth Google Confidential and Proprietary 10
  • 11. Historical “Interrupters”of Three Moment Model Google Confidential and Proprietary 11
  • 12. The New “Four Moments” Mental Model Stimulus First Second Moment of Moment of Truth Truth Which becomes the next person’s ZMOT Google Confidential and Proprietary 12
  • 13. More Decisions Made BeforeEntering StoreWhere Purchase Decisions Are Made (% of Shoppers) 17% 15% 15% 25% 24% 30% 40% 83% 85% 85% 75% 76% 70% 60% 2007 2008 Mid 2009 End of 2009 Early 2010 Mid 2010 2011 Before Going to the Store While Shopping in the StoreSource: Symphony IRI Economic Update, August 2010, Shoppers n = 1000, SymphonyIRI; Google Confidential and Proprietary 13FMI Economic Survey Dec 2009, IRI AttitudeLink, Shoppers n = 1340
  • 14. New Behavior Drives a Surge in Search Volume Reviews +98% Coupons +339% Local Searches Weight Loss +177% +154%Source: Google Internal Data, Jan 2007 – Dec 2010; US, UK, Brazil, France and Germany Google Confidential and Proprietary 14
  • 15. The New Path to Purchase 78% of US Internet users go online to search for information about products and services. 32% have posted product reviews or comments online.Sources: “Online Product Research,” Pew Research Center, September 2010 Google Confidential and Proprietary 15
  • 16. Consumers Are MoreDiscerning Than Ever 83% Number of consumers that rely on trusted places like user ratings or product review sites (buyers read 4 to 7 reviews before feeling comfortable with a purchase)Source: Google Touchpoints Consumer Survey, 01/09. “Online Consumer Reviews Significantly Impact Consumer Purchasing Google Confidential and Proprietary 16Decisions,” Opinion Research Corporation, 06/08
  • 17. More Insights Than Ever"I Always do research.” 44% 64% 36% Baby Food & Fashion Beverage 31% 39% Health & Consumer Beauty Electronics Google Confidential and Proprietary 17
  • 18. More Insights Than Ever“How much influence did you research have on your purchase” 58% 36% 6% A lot Some None I’d buy this The research My research product because played a part didn’t give me any of what I found in in my decision new information my research Google Confidential and Proprietary 18
  • 19. Analyzed 50+ Drivers Across 11 Categories Saw advertisements on television 37% Received mail at home from a brand / manufacturer 31% Saw an ad in a newspaper / newspaper insert 29% Read newspaper articles / reviews / information 28% Read magazine articles / reviews / information 27% Stimulus Looked at / read magazine advertisements 24%Read information in an email received from a brand/manufacturer 23% Noticed advertising while browsing online 22% Received mail at home from a store / retailer 22% Searched online, used online, used search engine Searched search engine 50% Talked with friends / family about the product 49% Comparison shopped products online 38% Sought information from a product brand / manufacturer website 36% Read product reviews or endorsements online 31% ZMOT Sought information from a retailer / store website 22% Read comments following an article / opinion piece online 22% Became a friend/follower/”liked” a brand 18% Looked at the product package in the store 41% Read brochure / pamphlet about the product in the store 37% Talked with a salesperson or associate in the store 33% Looked at signage / display about the product in the store 30% FMOT Talked with a customer service representative on the phone 20% Tried a sample / experienced the product in a store 19%Q2 When you were considering purchasing [PRODUCT], what sources of information did you seek out to help with your decision?Base: N=5,003 Google Confidential and Proprietary 19
  • 20. Across All Categories, Shoppers AreUsing Stimulus, ZMOT and FMOT EquallyAll three moments critical to the shopping process. 76% 84% 77% Stimulus ZMOT FMOTQ2 When you were considering purchasing [PRODUCT], what sources of information did you seek out to help with your decision?Base: N=5,003 Google Confidential and Proprietary 20
  • 21. ZMOT: Now an “Equal” Fourth Moment Searched online, used search engine Searched online, used search engine 50% Talked with friends / family about the product 49% Comparison shopped products online 38% Sought information from a product brand website 36% Read product reviews or endorsements online 31% Sought information from a retailer website 22% Read comments following an article opinion piece online 22% Became a friend/follower/ ”liked” a brand 18%Q2 When you were considering purchasing [PRODUCT], what sources of information did you seek out to help with your decision?Base: N=5,003 Google Confidential and Proprietary 21
  • 22. TV? It Prompts More Action At ZMOT of Mums search on a 83% product after being exposed to a TV adQ: Have you ever seen a new brand or product advertised on TV, and then searched for more information on it later using anonline search engine? (N =721) Google Confidential and Proprietary 22Source: BabyCenter Study on Google Search, Nov 2009
  • 23. Proof Point: Mobile is NOW andwill only grow in importance74%purchased due to usingtheir smartphonewhile shopping79%of users usesmartphonesto help shopUp to 20%of our searches onBlack Fridaywere from mobileSource: Google User Behavior Study 2010, Google Internal Data 2010 Google Confidential and Proprietary 23
  • 24. Word of MOT Google Confidential and Proprietary 24
  • 25. Word of MOT Will it save me money? Will it save me time? Will it improve my life? Google Confidential and Proprietary 25
  • 26. Word of MOT Google Confidential and Proprietary 26
  • 27. Winning the ZMOT Google Confidential and Proprietary 27
  • 28. How to Win at ZMOT:1 Put someone in charge2 Find your Zero Moments3 Answer the questions people are asking4 Optimize for ZMOT5 Be fast6 Dont forget video7 Jump in! Google Confidential and Proprietary 28
  • 29. 1 Put Someone in Charge Google Confidential and Proprietary 29
  • 30. 2 Find Your Zero Moments [Your Brand] Search [Your Brand] Review Search Best [Your Category] Search Google Confidential and Proprietary 30
  • 31. 3 Answer the Questions People are Asking Google Confidential and Proprietary 31
  • 32. 4 Optimize for ZMOT 60M+ Mobile Internetusers in the UK… …only 21% of our top advertisers have a mobile-optimized website Google Confidential and Proprietary 32 Source: eMarketer 2011; Google Internal Data
  • 33. 5 Be Fast Google Confidential and Proprietary 33
  • 34. 6 Dont Forget Video Google Confidential and Proprietary 34
  • 35. 7 Jump in! Google Confidential and Proprietary 35
  • 36. MOTs Next? Google Confidential and Proprietary 36
  • 37. What are in yourplans to win ZMOT? Google Confidential and Proprietary 37
  • 38. Richard PollinHead of New BusinessUK & IrelandContact me on Google Confidential and Proprietary 38