eTravel 2013 - James van Thiel - Google Travel


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  • Booking a trip can feel as homework
  • Speaking notes:-New access speeds and storage caacity are driving new consumer behaviours – here are just 4 changes we have observedMulti-screening90% of consumers use multiple screens sequentially to accomplish a task over timeMulti-click journeys (Source: Google/Ipsos MultiScreen Research August 2012; Jan, 2012)52% of consumer journeys are multi-click (Source: Google internal)New shopping hoursOver 20% of all online shopping occurs between 2200 and midnight (Source: Google internal)X-channel salesUp to 20% of many retailers’ total sales are “Click & Collect”, whilst up to two-thirds of all offline buyers perform ROPO (Sources: Industry reports e.g. Argos and John Lewis trading announcements, Consumer Commerce Barometer 2012)All of this makes “keeping up with the consumer” even more challenging
  • US research
  • Almost half of all travelers starts their searches on their smartphone, then continue on their desktop. A full 2 out of five start on their PC, then move to their smartphone and then on to their tablet. US research
  • Met search hadden we al intent. De verschillende devices voegenhier context aan toe en dezecombinatiezorgtdat je veelrelevanterkuntzijnvoor je consument. Enhanced Campaigns maakt het mogelijkomhiervanteprofiteren
  • Our key technical insight was that people type slowly, but read quickly, typically taking 300 milliseconds between keystrokes, but only 30 milliseconds (a tenth of the time!) to glance at another part of the page. This means that you can scan a results page while you type.
  • Better answers - Improvements to the Knowledge GraphWe announced the Knowledge Graph -- our map of real-world people, places and things -- less than a year ago and since then have been adding more depth. We’ve also expanded it to make search more intelligent in other languages. And starting today, you’ll get richer answers from the Knowledge Graph if you speak Polish, Turkish, and Traditional and Simplified Chinese. You’ll also get smarter answers to questions like “what’s the population of Canada?” Not only will Google answer that question, but you also get an answer to the next few follow-up questions people often ask. In a single card, you’ll see how Canada’s population changed over time -- and a comparison with California and Australia.
  • Ookbouwen we technologievoor de toekomst. Een computer zoals in Startrek, die onshelpt en waar we meekunnenconverseren.
  • A conversation with search -- across your devicesPeople communicate with each other by conversation, not by typing keywords -- and we’ve been hard at work to make Google understand and answer your questions more like people do. Already, you can tap a mic, talk to Google in a more natural way and get responses spoken back to you on Android, iPhone, and iPad devices.Today, we previewed what this conversational experience will look like in Chrome on your desktops and laptops. Soon, you’ll be able to just say, hands-free, “OK Google, will it be sunny in Santa Cruz this weekend?” and get a spoken answer. Then, you’ll be able to continue the conversation and just follow up with “how far is it from here?” if you care about the drive or “how about Monterey?” if you want to check weather somewhere else, and get Google to tell you the answer. 
  • Google Now is about providing you with just the right information at just the right time. With the new reminders in Now, not only can you save things to remember later, but you can actually pick a time or place to trigger those reminders, so they pop up at just the right time. Because a note to buy milk, paper towels and food for the dog, is a lot more helpful when you’re actually at the grocery store. Or if you’re about to miss the last train home, Google Now can remind you that you better leave. And if you’re interested in an upcoming book or there’s a new album you’re excited to listen to, Google Now will shoot you a reminder when it comes out, and even provide a recommendation. And the best part is, you can create some of these reminders with just your voice.
  • Display growth 0.3%First mover advantage
  • Doubleclick
  • Weinigverschiltussen online en offline  loopt door elkaar. Bijbeideuiteindelijkeboekingskanalenzijn de padenlang
  • and 72% of us are prompted to book after seeing a video. Talk about a call to action. So we are dreaming, planning, and booking across our devices and using all kinds of tools, from search, to video. But there is one new tool that travelers have discovered.
  • Talking points:
  • Talking points:
  • Talking points:
  • What if? What if you could share the right content with the people who would care most about it.
  • Door middel van circleskan je gerichtmensenbereiken en aan je merkverbindenGoede en up to date content is key!
  • Watals je ditwelkuntdoen?Video over hangoutsWhat if? As a business, what if you could have real conversations with your customers? Nothing beats face-to-face interaction. Hangouts allow you to have real conversations with your customers across the globe anytime you want to, with group video chat. Create a video on YouTube? Hold a hangout and watch it live with your customers.
  • In dezewereld van overweldigendekeus, watzouergebeurenalsjouw target audience met eigenogenjouwaanbodzoukunnenzien, vragenzoukunnenstellen en eenstukje van de reisbelevenvanuithuis? Wellichtdatalleoptiesnietmeerbekekenhoeventeworden, maar de keuze direct gemaaktwordt…En low cost!! Je bent geentvcampagneaan het schieten, het mag spontaan en low budget.
  • Digital should be consistent with offline messaging  one brand across all channelsTalking points:
  • eTravel 2013 - James van Thiel - Google Travel

    1. 1. Google Confidential and Proprietary 1Google Confidential and Proprietary 1Travel marketingin a constantly connected worldJames van ThielDirector Travel, Telco, Government & B2BGoogle Nederland
    2. 2. Google Confidential and Proprietary 2Google Confidential and Proprietary 2
    3. 3. Google Confidential and Proprietary 3Google Confidential and Proprietary 3Three consumer trends highlighted todayConstantly connectedSpeed and relevanceBeyond the booking
    4. 4. Google Confidential and Proprietary 4Google Confidential and Proprietary 4Consumers behaviour is changingX-channel salesComplex journeysConstantly connectedNew shopping hours
    5. 5. Google Confidential and Proprietary 5Google Confidential and Proprietary 5Born into a world of technology…
    6. 6. Google Confidential and Proprietary 6Google Confidential and Proprietary 6
    7. 7. Google Confidential and Proprietary 7Google Confidential and Proprietary 7Connectedness continues to grow52%own aSmartphone34%use a Tablet66%will own asmart TV by 2016Sources: ComScore MobLens, Dec 2012, Google/TNS Intratest, Feb 2013, MediaTel, Feb 2013
    8. 8. Google Confidential and Proprietary 8Google Confidential and Proprietary 8Almost 1 in 3 NLtravel queries aremade onnon-desktopdevicesMobile and tablets together; May 2013 8
    9. 9. Google Confidential and Proprietary 9Google Confidential and Proprietary 9Sequential UsageMoving from one deviceto another at differenttimes to accomplish ataskSimultaneous UsageUsing more than one device at the same timefor either a related or an unrelated activityMulti-tasking - Unrelated activity Complementary Usage - Related activity17There are two modes of multi-screening
    10. 10. Google Confidential and Proprietary 10Google Confidential and Proprietary 1081% 66% 66%Smartphone &TelevisionSmartphone &Laptop/PCLaptop/PC & TelevisionBase: Total Respondents (1611) Q. Now, we would like to learn about how you use various devices at the same time. Please think about the specificdevices listed below when answering. How often do you use more than one device at the same time (i.e., watching TV while using your PC or laptop)?24We multi-screen by using more than one devicesimultaneouslyWe use an average of three different screen combinations every day
    11. 11. Google Confidential and Proprietary 11Google Confidential and Proprietary 1181% 72% 67% 63% 46% 43% 43%Browsingthe internetSocialNetworkingShoppingOnlineSearchingfor infoManagingFinancesPlanninga TripWatching anOnline Video43% of travellers switch between devices whenplanning a tripBase: Have Started Activity on One Device & Continued on Another (1455). Q. For the activities listed below, think about the last timeyou started each activity on one device and then continued or finished the same activity on another device. Please select which deviceyou started and then continued on. If you have not done this, select “I have not done this”.
    12. 12. Google Confidential and Proprietary 12Google Confidential and Proprietary 1247% of these travelers start their search on asmartphoneSource: “The New Multi-screen World.” Google and Ipsos MetdiaCT. September 2012. Base: Have Started Activity on One Device & Continuedon Another (627) Q. For the activities listed below, think about the last time you started each activity on one device and then continued orfinished the same activity on another device. Please select which device you started and then continued on.
    13. 13. Google Confidential and Proprietary 13Google Confidential and Proprietary 13Source: Google survey amongst Travel companies in NLThe average travel company is not capitalizing on themobile opportunity as only 15% has a mobile site
    14. 14. Google Confidential and Proprietary 14Google Confidential and Proprietary 14The device we choose touseat a particular time is oftendriven by our context:The goal wewantto accomplishThe amountof time wehave or needOur attitudeand state ofmindOurlocation11Context drives device choiceConsumers move seamlessly between devices throughout the day
    15. 15. Google Confidential and Proprietary 15Google Confidential and Proprietary 15Context improves conversions
    16. 16. Google Confidential and Proprietary 16Google Confidential and Proprietary 16February 2013 Google Confidential and Proprietary 16Intent & context explode possibilities for relevanceIntentWhats on her mindContextHer deviceHer time of dayHer locationpizzaSaratoga Pizza $3 Slicesm.saratogapizza.comEnjoy our $3 counter slices.Or try a $10 carryout dinner.Directions - $10 Dinner Specials1.1miCall
    17. 17. Google Confidential and Proprietary 17Google Confidential and Proprietary 17February 2013 Google Confidential and Proprietary 173:23 pm4:20 pm11:14 am5:52 pm2:16 am3:49 pm1:19 pm12:59 pm7:30 pm9:01 pm7:21 pm2:37 pm5:20pm1:30 pm2:56 pm3:30 pm11:14 am9:01 pm3:49 pm6:41 pm3:45 pm9:23 pm2:29 pm1:52 pm7:20 pm2:20 pm7:21 pm6:30 pm4:42 pm4:59 pm5:52 pm12:27 pm12:59 pm 2:59 pm5:59 pm6:41 pm 8:30 pm9:32 pm4:30 pm6:31 pm1:16 pm11:47 pm1:27pm12:13pm10:29 am9:05 pm7:30 pm2:19pm8:25 am12:10:26 pm3:32 pm4:42 pm7:42 pmIntroducing enhanced campaignsEnhanced campaigns help you reach people in the moments thatmatter across all devices, with smarter ads that are relevant tointent and context.
    18. 18. Google Confidential and Proprietary 18Google Confidential and Proprietary 18Three consumer trends to be highlighted todayConstantly connectedSpeed and relevanceBeyond the booking
    19. 19. Google Confidential and Proprietary 19Google Confidential and Proprietary 19Consumers want more information, faster
    20. 20. Google Confidential and Proprietary 20Google Confidential and Proprietary 20Pace of change acceleratingiPhone Growth Tablet Growth Android Growth3xFaster4xFasterSource: Mary Meeker, May 2012
    21. 21. Google Confidential and Proprietary 21Google Confidential and Proprietary 21Information and choice is becoming a commodity
    22. 22. Google Confidential and Proprietary 22Google Confidential and Proprietary 22The future is here
    23. 23. Google Confidential and Proprietary 23Google Confidential and Proprietary 23The end of search as we know it
    24. 24. Google Confidential and Proprietary 24Google Confidential and Proprietary 24Google Now gets you just the right information atjust the right time
    25. 25. Google Confidential and Proprietary 25Google Confidential and Proprietary 25Google innovates constantly to make informationpresented to the user faster and more relevant
    26. 26. Google Confidential and Proprietary 26Google Confidential and Proprietary 26Audience signals turbo-charge performance% conversion rateincreasevs. untargeted AdsContextualSignalsDemographicSignalsBehaviouralSignals+132%+550%+1235%Source: Acxiom, February 2013
    27. 27. Google Confidential and Proprietary 27Google Confidential and Proprietary 27Source: Emerce; IAB EuropeEmerce: “NL is „hekkensluiter‟ in Europe when itcomes to online advertising”Display growth
    28. 28. Google Confidential and Proprietary 28Google Confidential and Proprietary 28Integrate all online channels to create a holisticview of your customerIncrease effectiveness and efficiencyOperationalEfficienciesMarketingPerformanceBetterDecisions
    29. 29. Google Confidential and Proprietary 29Google Confidential and Proprietary 29Three consumer trends to be highlighted todayConstantly connectedSpeed and relevanceBeyond the booking
    30. 30. Google Confidential and Proprietary 30Google Confidential and Proprietary 30The purchase funnel is becoming increasinglycomplexSource: Thomas Cook consumer journey study83days prior topurchasing a TravelProductDAY 1DAY 83
    31. 31. Google Confidential and Proprietary 31Google Confidential and Proprietary 31Source: BCG; The digital road to earning travelers‟ trustConsumers spend 42hours online whenbooking a 4 day trip, ofwhich 44% is spend ondreaming
    32. 32. Google Confidential and Proprietary 32Google Confidential and Proprietary 32MomentDrivingAwareness MomentDrivingPreferenceMomentDrivingConversionMoments to move prospects down the funnel
    33. 33. Google Confidential and Proprietary 33Google Confidential and Proprietary 33February 2013 Google Confidential and Proprietary 33Measurement must value more complexconversion pathsMoment Search Conversion Report
    34. 34. Google Confidential and Proprietary 34Google Confidential and Proprietary 34The shift requires new indicators of successTime• In-Store Impact**• Cross-Device Tracking• Customer Acquisition & LTV• Anytime/Anywhere Messaging• Elevated Brand Awareness• Social Media Engagement• Video Views• View-Through ConversionsGrowthCurrent KPIs:• Last Click Conversions• Direct Online Revenue• Cost-Per-ConversionKPIs of the FutureInflectionPoint
    35. 35. Google Confidential and Proprietary 35Google Confidential and Proprietary 35Success storiesIncrease inROI throughPaid Searchfollowing attributionmodelinglift in salesvalues deliveredby Paid SearchGeneric termsincrease inconversion ratethrough introducingGoogle analytics+25% +43% +100%
    36. 36. Google Confidential and Proprietary 36Google Confidential and Proprietary 36Driving maximum returnEfficiencySales volumeMeasurex-channeleffects of onlineAccuratetrackingCombinemodelingand trackingtechniquesReal-timeoptimisationBuild modelsincluding on-and offline sales/ media dataAttributionmodelingUse Attributionmodelingto testhypotheses
    37. 37. Google Confidential and Proprietary 37Google Confidential and Proprietary 37How many people use YouTube before they travel?
    38. 38. Google Confidential and Proprietary 38Google Confidential and Proprietary 38Of travelers whowatched online videowhile planning travel,45% of leisuretravelers and 72% ofbusiness travelers saythey were prompted tobook as a resultSource: The Traveler’s Road to Decision, Google and Ipsos MediaCT. July 2012.(Q10b) Did you end up booking a trip on any of the online sources you used to help plan your trip? Base: Prompted to book and usedsource. (n=floating. New question in 2012.)Travellers turn to online video to get inspired
    39. 39. Google Confidential and Proprietary 39Google Confidential and Proprietary 39The brandexperience…
    40. 40. Google Confidential and Proprietary 40Google Confidential and Proprietary 40…has changed
    41. 41. Google Confidential and Proprietary 41Google Confidential and Proprietary 41Brand is about creatinga connection with customersI am irresistible, I say,as I put on my designerfragrance. I am a merchantbanker, I say, as I climb out of myBMW. I am a juvenile lout, I say,as I pour an extra strong lager, Iam handsome, I say, as I put onmy Levi jeansJohn Kay
    42. 42. Google Confidential and Proprietary 42Google Confidential and Proprietary 42What if you could share theright content with theright people?
    43. 43. Google Confidential and Proprietary 43Google Confidential and Proprietary 43Elderlytravellers2860Engage with your customers in a targeted wayNote: fictional exampleAdventuretravellers4268
    44. 44. Google Confidential and Proprietary 44Google Confidential and Proprietary 44What if you could havereal conversationswith your customers?
    45. 45. Google Confidential and Proprietary 45Google Confidential and Proprietary 45
    46. 46. Google Confidential and Proprietary 46Google Confidential and Proprietary 46Shifts bring new opportunity for building a digital IDThe ultimate branding mediumCombine the scaleof the webwith the sight/ sound/ motionthat engagesbrand usersmeasureand take action
    47. 47. Google Confidential and Proprietary 47Google Confidential and Proprietary 47Constantly connectedSpeed and relevanceBeyond the booking
    48. 48. Google Confidential and Proprietary 48Google Confidential and Proprietary 48Business which master digital profit moreSource: CapGemini Consulting: The Digital Advantage, How digital leaders outperform their peers in every industry (2012)Businesses leadingin Digital andTransformationalintensity are26% more profitablethan their peersFashionistas DigiratiBeginners Conservatives+26%-11%+9%-24%TRANSFORMATION MANAGEMENT INTENSITYDIGITALINTENSITY
    49. 49. Google Confidential and Proprietary 49Google Confidential and Proprietary 49Digital marketing should be fully integratedSource: BCG, The digital road to earning travelers‟ trustBuild enduring relationships withyour consumers and think carefullyabout the digital interaction ofconsumers with your brand• Do not ‘silo’ digital marketing, butintegrate it with traditionalmarketing functions• Cross-functional teams mightbe needed to deliver digitalinitiatives
    50. 50. Google Confidential and Proprietary 50Google Confidential and Proprietary 50Thank you!James van ThielDirector Travel, Telco, Government & B2BGoogle Nederland