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Digital tipping points for 2015
The document discusses digital tipping points in business-to-business marketing and purchasing for 2015. It finds that B2B research and purchasing is becoming more self-directed online, especially through search and video. A younger audience now influences over 70% of purchases, with 72% of influencers younger than 45. Mobile and video are growing rapidly in importance throughout the research and purchasing process. Marketers must adapt to reach this changing, digital-focused audience.
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Digital tipping points for 2015
- 1. Digital Tipping Points for 2015 Hanne Tuomisto-Inch, Google Google Confidential and Proprietary Industry Head B2B November 5th, 2014 twitter: @tuomisto G+: hannetuomisto-inch
- 2. 89% 2011 2014 Google Confidential and Proprietary 71% 88% 2012 Source: Google/Millward Brown Digital, B2B Path to Purchase Study 2011, 2012 and 2014
- 3. 2012 2014 0:220:14 0:16 0:12 TV Newspapers Magazines Digital 4:38 4:28 4:33 5:46 Source: eMarketer, 2014 Google Confidential and Proprietary
- 4. The Who TheHow Google Confidential and Proprietary
- 5. The Who TheHow Google Confidential and Proprietary
- 6. Google Confidential andProprietary 29% 35-44 26% 45-54 27% 18-34 18% 55+ 2012 Source: Google/Millward Brown Digital, B2B Path to Purchase Study 2014
- 7. Google Confidential andProprietary 29% 35-44 26% 45-54 27% 18-34 18% 55+ 22% 35-44 13% 55+ 19% 45-54 2012 Source: Google/Millward Brown Digital, B2B Path to Purchase Study 2014 46% 18-34 2014
- 8. Google Confidential andProprietary 29% 35-44 26% 45-54 27% 18-34 18% 55+ 22% 35-44 13% 55+ 19% 45-54 2012 Source: Google/Millward Brown Digital, B2B Path to Purchase Study 2014 46% 18-34 2014 +70% increase
- 9. Google Confidential andProprietary C-suite 64% 22% 13% Final Authority Heavy Influence Some Influence Source: Google/Millward Brown Digital, B2B Path to Purchase Study 2014 Non C-suite
- 10. Google Confidential andProprietary C-suite 64% 22% 13% Final Authority Heavy Influence Some Influence Source: Google/Millward Brown Digital, B2B Path to Purchase Study 2014 Non C-suite 81% of Non C-suite employees influence purchase decisions 24% 25% 32%
- 11. 48% 18-34 24% 35-44 18% 45-54 10% 55+ 72% of influencers are younger than 45 Source: Google/Millward Brown Digital, B2B Path to Purchase Study 2014 Google Confidential and Proprietary
- 12. Google Confidential andProprietary
- 13. Google Confidential andProprietary
- 14. The How IntensifiedPath to Purchase Google Confidential and Proprietary The Who A Younger Audience
- 15. 100% Google Confidentialand Proprietary B2B research is self-directed 0% 57% of the way towards making a decision before reaching out to a potential vendor
- 16. 90% use searchspecifically to do research for business purchases Google Confidential and Proprietary Source: Google/Millward Brown Digital, B2B Path to Purchase Study 2014
- 17. Queries Engagement 24 6 8 10 12 14 Source: Google/Millward Brown Digital, B2B Path to Purchase Study 2014 Google Confidential and Proprietary
- 18. Google Confidential andProprietary Traffic to B2B sites are up 2x over the past 2 years Source: Google/Millward Brown Digital, B2B Path to Purchase Study 2014
- 19. 3+ sites 2 1 2012 100% 80% 60% 40% 20% 0% 3+ sites 2 1 2014 60% of customers only consider 1 or 2 brands Source: Google/Millward Brown Digital, B2B Path to Purchase Study 2014 Google Confidential and Proprietary
- 20. 75% 1 Visit Google Confidential and Proprietary
- 21. Google Confidential andProprietary
- 22. Google Confidential andProprietary
- 23. 42% use mobilespecifically to do research for business purchases Google Confidential and Proprietary Source: Google/Millward Brown Digital, B2B Path to Purchase Study 2014
- 24. 3x growth inB2B mobile queries 1x 2x Source: Google/Millward Brown Digital, B2B Path to Purchase Study 2014, Google Internal Data Google Confidential and Proprietary
- 25. growth in peopleusing smartphones throughout the path to purchase Google Confidential and Proprietary 91% Inspiration Research Purchase Post Purchase Source: Google/Millward Brown Digital, B2B Path to Purchase Study 2014
- 26. Purchase 24%purchasing GoogleConfidential and Proprietary Inspiration Research Post Purchase Source: Google/Millward Brown Digital, B2B Path to Purchase Study 2014 growth in
- 27. Google Confidential andProprietary
- 28. 70% watch onlinevideo specifically to do research for business purchases Google Confidential and Proprietary
- 29. 30+ minutes 48% 60+ minutes 20% 1:00:00 / 1:17:13 Source: Google/Millward Brown Digital, B2B Path to Purchase Study 2014; Google Internal Data Google Confidential and Proprietary
- 30. Google Confidential andProprietary Product features 44% Professional reviews 37% Ads that appear on YT/channel 22% How-to 43% Source: Google/Millward Brown Digital, B2B Path to Purchase Study 2014
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- 34. Google Confidential andProprietary
- 35. 100% Google Confidentialand Proprietary B2B research is self-directed 0% 57% of the way towards making a decision before reaching out to a potential vendor
- 36. Contacted the retailer/ manufacturer 25% Compared features 42% Read product info 43% Compared prices 48% Source: Google/Millward Brown Digital, B2B Path to Purchase Study 2014 Google Confidential and Proprietary
- 37. Shared the video22% Visited store/website 30% Find out more info 34% Talk to colleagues 42% Source: Google/Millward Brown Digital, B2B Path to Purchase Study 2014 Google Confidential and Proprietary
- 38. Google Confidential andProprietary Investment Utility Search Video Mobile 80% 70% 60% 50% 40% 30% 20% 10% 0% Offline
- 39. Key takeaways Howare you marketing to a changing audience? Intensity of site visits and mobile usage Google Confidential and Proprietary Video usage skyrockets into 2014
- 40. Google Confidential andProprietary Thank you hanneti@google.com twitter: @tuomisto G+: hannetuomisto-inch