Google Travel - TravelNext Congres 2012

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James van Thiel van Google Travel Nederland tijdens het TravelNext Congres 2012 in Maarssen.

James van Thiel van Google Travel Nederland tijdens het TravelNext Congres 2012 in Maarssen.

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  • Technologieverandertzosnel. Onmogelijkomvoortestellen hoe de wereldgaatveranderenSlidehiernabevatfilmpje, start direct
  • 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.
  • They have changed the way they approached SEARCH as a marketing tool and have realised that to tap into this new opportunity thy had to embrace what we call the CONSUMER era of searchProduct era of search:90% of brands / clients are still stuck in what we call the PRODUCT era of search where:Search as Tech platform: we look at search as tech platform to drive traffic to a websiteLinear measurement: we look at things in a very linear way valuing the last touchpoint that will drive a sales or a conversionAds are relatively staticOPTIMISATION of Adwords // based on Adwords levers: keywords, bids, budgets, crea & structure  This is what we call the SCIENCE of searchAnd this is limiting the scope in which a brand can leverage SEARCH to drive business valueConsumer era of search:Search as Media channel: we look at search as a key channel in the overall communications ecosystem Holistic measurement: we understand the new complexity of the consumer journey, acknowledge the importance of channel synergy and start looking at search in a more holistic contextAds are dynamic OPTIMISATION of the consumer journey // based on a deep understanding of its role within the overall consumer journey  this is what we cal the FULL VALUE of searchWhat are the levers that marketers can use to drive further revenue and ROI: attribution, conversion, O2S, automationAuchan has for example used the Online to store leverPredictive era of searchSearch as Relationship Realtime measurementPersonalised adsValue leversWe are not saying here that we should move onto the next era and forget the Science of search. The science of search is till very important and actually the learnings from the FVOS era should feed into the optimisation of adwords (bids, etc...)
  • Als je het welhaalt, is waardenooitgrotergeweestWinnengaat over connection nietluider of meer. Denk de bestegesrekken – 2-zijdig; luisteren; passieervaringendelen + waardevolle content.Alslukt – invloed op wereld die je nooiteerder had.Brand content – if connected willenzebijdragenTrust – weten we allemaal. Vertrouwenonzevrienden. AanbevelingenBUT,If you do connect, the benefits have never been greater Winning isn’t about talking louder or more often. That will never be enough. You need to really connect with your customers. Think about the best conversations you’ve had recently. They are the ones that are two-sided, where people are really listening to each other and excitedto share new experiences and valuable content. Being social savvy in today’s market is about creating the same type of value for your customers. When you do cut through, you have the power to influence the world in ways that you never had before. Think about this. 77% of brand content is created by consumers. This just shows that when people feel connected to brands they love, they are more than happy to join the conversation and share. And this advocacy drives your bottom line. Personal recommendations are the most trusted source of product info - 90% of people trust them. We all know this is true. We trust our friends. And, people are increasingly looking for these recommendations online.
  • Wat hoorden wij van mensen4 pain pointsWhat we’ve heard When building Google+, we identified 4 pain points that prevent people from making these lasting connections.
  • Screenshot van de Kane single presentatie live op Hangout
  • Google nog – info local, uiteindelijkwil je naareen heel ecosysteemLosse slides wallet/offers eruit

Transcript

  • 1. Making the web work for youTrends from the online worldJames van ThielIndustry LeaderGoogle Travel Nederland Google Confidential and Proprietary 1
  • 2. Google Confidential and Proprietary 3
  • 3. The pace of change is increasing2bn becoming 5bn Fixed becoming mobileEverything and everyone E-commerce becoming commercebecoming connected Google Confidential and Proprietary 4 4
  • 4. Three trends to take under the loop todayNew marketing era The multiscreen world Social & Local Google Confidential and Proprietary 5
  • 5. Consumers want more information, faster Google Confidential and Proprietary 6
  • 6. Google Shopping directly shows the consumerproducts in a visually attractive way Google Confidential and Proprietary 7
  • 7. The knowledge graph provides instant informationon places and persons Google Confidential and Proprietary 8
  • 8. Google offers consumers Hotelfinder andFlightsearch to facilitate search in Travel Google Confidential and Proprietary 9
  • 9. In the increasingly complex purchase funnel it is key to understand your customer DAY 36 83 days prior to purchasing a Travel Product DAY 1Source: Thomas Cook consumer journey study Google Confidential and Proprietary 10
  • 10. PRODUCT ERA CONSUMER ERA PREDICTIVE ERAAdwords Interface Consumer journey Consumer IntentSCIENCE LEVERS VALUE LEVERS VALUE LEVERS Cross KW Bids Attribution Conversion Profile platform Budgets Structure O2S Automation Social Local . . Google Confidential and Proprietary 11
  • 11. Use available data to understand your customers Google Confidential and Proprietary 12
  • 12. Google Confidential and Proprietary 13
  • 13. Three trends to take under the loop todayNew marketing era The multiscreen world Social & Local Google Confidential and Proprietary 14
  • 14. television online video phone tabletcomputer Google Confidential and Proprietary 15
  • 15. Mobile search volume in Travel category increased from 4% in 2011 to 21% in October 2012100% 20% 15% 10% 5% 0% 1/1/2011 1/1/2012 10/1/2012 Desktop MobileNote: 2012 data until OctoberSource: Google internal data; Travel & Tourism category Google Confidential and Proprietary 16
  • 16. Context drives device choice Today consumers own multiple devices and move seamlessly between them throughout the day The device we choose to use at a particular time is often driven by our context: Our The amount location of time we have or need The goal we Our attitude want and state of to accomplish mind11 Google Confidential and Proprietary 17
  • 17. There are two modes of multi-screening Sequential Usage Moving from one device to another at different times to accomplish a task Simultaneous Usage Using more than one device at the same time for either a related or an unrelated activity Multi-tasking - Unrelated activity Complementary Usage - Related activity17 Google Confidential and Proprietary 18
  • 18. Sequential usage of desktop and mobile withGoogle Chrome to Phone Google Confidential and Proprietary 19
  • 19. People search and buy on different devicesUK consumers who researched product via smartphone and purchased itonline via computer afterwards 39 % Smartphone Desktop / tablet Such search clicks are not tracked through to conversion Source : http://www.ourmobileplanet.com Google Confidential and Proprietary 20
  • 20. Three trends to take under the loop todayNew marketing era The multiscreen world Social & Local Google Confidential and Proprietary 21
  • 21. The social party is getting bigger and bigger72 hours 300 200of video isuploaded million million photos uploaded to the average number ofto YouTube Facebook per day Tweets people sent perevery minute day Internal YouTube data 2012 Facebook Newsroom (March 2012) Twitter blog June 2011 Internal YouTube data 2011 Google Confidential and Proprietary 22
  • 22. And, it’s getting shorter 56% of DVR owners fast forward through commercials Nielsen 2010 Google Confidential and Proprietary 23
  • 23. Payoff for connectinghas never been greater 77% 90% of brand content trust is created by recommendations consumers from people they know 360i 2009 Nielsen 2009 Google Confidential and Proprietary 24
  • 24. Socialis acore human behavior,not a destination. Google Confidential and Proprietary 25
  • 25. What we’ve heard… Google Confidential and Proprietary 26
  • 26. Messages are impersonal Comments are not conversationsRecommendations lack staying power Marketing is fragmented Google Confidential and Proprietary 27
  • 27. How do you cutthroughand truly connect? Google Confidential and Proprietary 28
  • 28. Buildrelationshipswith the aworld’s largest audience. Google Confidential and Proprietary 29
  • 29. Google Confidential and Proprietary 30
  • 30. Google+ as a common thread, not another channel Search Video Mobile Display Offers Local Site Google Confidential and Proprietary 31
  • 31. What if you could share theright content with theright people? Google Confidential and Proprietary 32
  • 32. How was your trip? My mom The guys My boss Google Confidential andGoogle Data 2011 Internal Proprietary 33
  • 33. Engage with your customers in a targeted way Adventure travellers 4268 Elderly travellers 2860 Google Confidential and Proprietary 34
  • 34. Problem:Comments are not conversations Google Confidential and Proprietary 35
  • 35. What if you could havereal conversations with your customers? Google Confidential and Proprietary 36
  • 36. Have real conversations with your target audience Google Confidential and Proprietary 37
  • 37. Problem: Recommendations lack staying powerProblem: Recommendations lack staying power Google Confidential and Proprietary 38
  • 38. Recommendations Influence Purchases71% 84%Say reviews from Use online sourcesfamily members or when deciding whatfriends influence to buypurchase decisions Harris Interactive 2010 Google research study 2011 Google Confidential and Proprietary 39
  • 39. What if wesurfacedrecommendationswhen they mattered most? Google Confidential and Proprietary 40
  • 40. Integrate the benefits of social into Google Search Hotel Amsterdam| HolidayInn.com www.holidayinn.com/Amsterdam Book your Hotel in Amsterdam! Best Price Guaranteed. Sandra Robles, Kari Clark, Daniel Friedman and 31 other people +1’d this Google Confidential and Proprietary 41
  • 41. Google Now gets you just the right information atjust the right time Google Confidential and Proprietary 42
  • 42. in the past few thousand years,the way we pay has changed justthree times – from coins, to paper,to plastic cards.now we’re on the brink of the nextbig shift… Google Confidential and Proprietary 43
  • 43. Mobile is already an everyday part of the shopping experience for consumers59% of consumers used theirmobiles for holiday shopping last year 70% use a smartphone while shopping in-store Google Confidential and Proprietary 44 Sources. Google/Ipsos OTX MediaCT Holiday Shopping Survey, April 2011
  • 44. Google’s vision is to help consumers at the keyshopping touch points research: search loyalty: locate:Google wallet maps & local ads pay: save: Google wallet offers and offer ads Google Confidential and Proprietary 45
  • 45. The mobile era is NOW, who knows what thefuture will bring… Google Confidential and Proprietary 46
  • 46. Google Confidential and Proprietary 47
  • 47. How you can make the web work for youBe where your Make better Simplify withcustomers are decisions technology and test Google Confidential and Proprietary 48