iProspect|Netsociety - Google

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iProspect|Netsociety - Google

  1. 1. While Autumn Fashion is kicking off… …let’s talk about 3 things to think of in 2014
  2. 2. A way to build BRAND FASHION BRANDS Danielle Koens – Agency Relationship Manager Google
  3. 3. EMOTIONAL RESPONSE through story telling On YouTube: Levi’s Launderette or http://youtu.be/wT4DR_ae_4o
  4. 4. LOVE AND TRUST that are built over time
  5. 5. MASS Audience Media Communication Currencies Times have changed since the eighties
  6. 6. UNLIMITED CHOICE any content, any time, any screen
  7. 7. WINNING HEARTS remains the key objective
  8. 8. Find the right PEOPLE Tell great STORIES Build stronger RELATIONSHIPS
  9. 9. Find the right PEOPLE How many people do I need to build my business? How will I find them? Tell great STORIES Build stronger RELATIONSHIPS
  10. 10. Where can you find your audience? And where do you spend your budget? 26% Internet 38% Television 34% Radio 2% Print Source: eMarketer Time Spend on Media March 2013
  11. 11. Every second there are 70 ‘fashion’ searches on Google in Netherlands NL: relative size 'fashion' online vs other categories NL: YoY Growth queries per category Q2 2013 45% Home & Garden, 42% 40% Fashion 23% Home & Garden 24% 35% 30% Fashion, 28% 25% Computers & Consumer Electronics 22% 20% Travel & Tourism 31% 15% 10% 5% 0% Source: Google Internal Computers & Consumer Electronics, 7% Travel & Tourism, 3%
  12. 12. Your customers’ behaviour has changed Fashion Queries NL Q2 2013 Computers Mobile devices with full browsers Tablets with full browsers YoY Growth Fashion NL Queries Q2 2013 Computers Mobile devices with full browsers Tablets with full browsers 165% 18% 130% 10% 72% 8%
  13. 13. Examples mobile
  14. 14. Find the right people through DATA GOOGLE DATA Visited sites on the web, watched videos ADVERTISER DATA Visited advertiser website, downloaded mobile app THIRD PARTY DATA Visited retailer website or online shop
  15. 15. Moving people down the FUNNEL FASTER JUICY COUTURE Blurring the lines between advertising and buying Results 850.000 views On YouTube: Juicy Couture or http://youtu.be/JBEX_uXFMn8
  16. 16. Find the right PEOPLE Tell great STORIES What is my brand story? How do I tell it in the most compelling way? Build stronger RELATIONSHIPS
  17. 17. “THE CHALLENGE IS TO BE INNOVATIVE WITH THE NEW TECHNOLOGY TO TELL A STORY IN A BETTER WAY.” Ajaz Ahmed, founder of AKQA, Digital Agency for Nike
  18. 18. Reinvent brand EXPERIENCE Turning your customers into ADVOCATES Results 4 mln views cross platform 300.000 new G+ followers 7500 live views red carpet hangout 600 photo booth shares 400 press mentions On YouTube: The Future of the Fashion Show by Topshop http://youtu.be/5TAF9OfL99g
  19. 19. Reinvent brand EXPERIENCE Results 1.8 mln views massive press coverage On YouTube: DVF Glass or http://youtu.be/30Pjl31cyDY
  20. 20. Find the right PEOPLE Tell great STORIES Build stronger RELATIONSHIPS How can technology allow me to build stronger relationships faster?
  21. 21. Relationships are accelerated through RECOGNITION I visited I followed I searched I watched I bought I subscribed I clicked
  22. 22. The best expression of your BRAND PROMISE CLINIQUE Consultancy approach online Results ~ 10 hangouts Engagement of 3 to 18 min 3.200 – 35.000 views On YouTube: Clinique Hangout or http://youtu.be/dBYgoIPPFms
  23. 23. Nurture shared VALUES & PASSIONS G+ H&M 3.4 mln Michelle Phan 4.7 mln subscribers Nikkie Tutorials 323.000 subscribers On YouTube: Michelle Phan or http://youtu.be/LfN1Ks_4dig
  24. 24. Things to think about (more) in 2014 Find the right Tell great Build stronger PEOPLE STORIES RELATIONSHIPS How many people do I need to build my business? How will I find them? What is my brand story? How do I tell it in the most compelling way? How can technology allow me to build stronger relationships faster?
  25. 25. We love to help! Your Personal Google Shoppers Niki Lin – Industry Manager Fashion – nikilin@google.com Danielle Koens – Agency Relationship Manager dkoens@google.com

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