Four Priorities       For Marketing In      The Digital FutureScott TownsendJanuary 18, 2011                           Goo...
While we all were focused on theRecession, consumer behavior  changes have marched on.                           Google Co...
Digital Revolution in Context                       Distribution &Information             Commerce               Communica...
Internet users worldwide2010 1.9 B       Mobile subscribers2010         5B       Digital information in the world –       ...
Internet users worldwide2010 1.9 B2020         5B       Mobile subscribers2010         5B2020                  10 B       ...
Transformation Of Consumers Is Taking Place          ebay                        Farmville                          Amazon...
Four Priorities 1. ZMOT: The battle will shift to “Before the store” 2. Localization: Digital targeting will be more local...
1. ZMOT becomes the battleground                          Google Confidential and Proprietary   8
According to P&G, shoppers make up their minds about aproduct in 3 to 7 seconds, just the time it takes to note aproduct o...
Historical Path-to-Purchase Model: Stimulus      1st Moment of   2nd Moment of                    Truth           Truth:  ...
NEW Path-to-Purchase Model: Stimulus   Zero Moment   FMOT        SMOT              of Truth:                      Which Ef...
More Decisions Made Before Entering Store…                               Where Purchase Decisions Are Made, % of Shoppers ...
The New Path To Purchase                                                               81%                                ...
Online Research Forever Changed The GameSince the recession began, 54% of consumers are spending more time      researchin...
New Behavior Drives A Surge In Search Volume                                                   +188%                   +28...
Coupon Search & Use Is Up Since Recession                                                                                 ...
Consumers Are More Discerning Than Ever83%                     rely on trusted places like user ratings or product review ...
Google Confidential and Proprietary   18
Google Confidential and Proprietary   19
Google Confidential and Proprietary   20
Which Is Good News For Shopper Marketers!                                                                                 ...
Search Works  Sales Lift in Brand                                        Sales Lift in Product                            ...
The Sheer Volume Is Staggering                                             Annual Query Volume                            ...
Owning The Digital Shelf                           Google Confidential and Proprietary   24
Leverage Digital End Caps                            Google Confidential and Proprietary   25
Product Ratings Will Help Win ZMOT                                     Google Confidential and Proprietary   26
Promote Specific SKU’s Outside Of Circular                                    Google Confidential and Proprietary   27
McDonald’s Leverages ZMOT For New Smoothies                                 Google Confidential and Proprietary   28
2. Localization                  Google Confidential and Proprietary   29
Digital Enables Precision Targeting        Region                                             City         Radius   Custom...
Location Extensions Will Help Win ZMOT                                                 272 8TH AVE, NEW YORK, NY          ...
Drive Traffic With Google Maps                                 Google Confidential and Proprietary   32
Geo-Target Coupon Distribution                                 Google Confidential and Proprietary   33
Think About The Local Community                                  Google Confidential and Proprietary   34
3. Mobile            Google Confidential and Proprietary   35
The Mobile Audience Is Significant Today      314M                    Population of US      239M                    Online...
Mobile Becoming Just As Prevalent As Desktop                    Global Mobile vs. Desktop Internet Population, 2007-2015  ...
Mobile Search Is Exploding                                                                                                ...
•  During Holiday ’09, 10% of all shoppers   took pictures of products in-store   •  In 2010 1 in 3 online shoppers used a...
Engage Consumers: Anywhere – Anytime                                             Watch Video  Searching                   ...
Consumer Mobile Intents     Where can I buy     something?     Can I buy it on my     phone?     What are others     charg...
The Winning Brands & Retailers will       optimize for Mobile                             Google Confidential and Propriet...
Mobile Do’s •  Look in the Mirror •  Think National with Local Intent •  Link messaging to other platforms •  Address mobi...
4. Speed           Google Confidential and Proprietary   44
Leverage Insights To Move At New Speeds                                  Google Confidential and Proprietary   45
General Mills Informed Product Decisions   www.target.com/chex Try Gluten Free Chex cereal. Available at Target!          ...
Concept Was A Huge Success!                              Google Confidential and Proprietary   47
Take Advantage     of the Unexpected… Good or Bad      Google Confidential and Proprietary   48
Amplify Assets Fast & Creatively                                   Google Confidential and Proprietary   49
Speed Beats Perfection!                          Google Confidential and Proprietary   50
Be Opportunistic And Move Fast!Miracle Whip Airs on TV       Colbert Responds          Kraft Immediately Joins in         ...
Thank You!Scott TownsendJanuary 18, 2011                       Google Confidential and Proprietary
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AMA Oregon Google Presentation

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For six years Scott has been helping companies build digital strategies by integrating search, content, social, video and mobile platforms. At the January American Marketing Association Oregon Chapter lunch Scott explored changing consumer behavior and shared how we can connect with customers in this digital age.

Scott drives digital marketing strategies for some of the biggest advertisers in the world:

* Burger King & Seth McFarlane's Cavalcade of Cartoon Comedy
* Papa John's display ad ''Blast'' strategy
* Dunkin' Donuts How American Runs On Dunkin' Video Contest

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AMA Oregon Google Presentation

  1. 1. Four Priorities For Marketing In The Digital FutureScott TownsendJanuary 18, 2011 Google Confidential and Proprietary
  2. 2. While we all were focused on theRecession, consumer behavior changes have marched on. Google Confidential and Proprietary 2
  3. 3. Digital Revolution in Context Distribution &Information Commerce Communication “Read” “Buy” “Really Talk”1994 1998 2000 2003 2006 2010Users 77M 400M 500M 1B 1.9B Google Confidential and Proprietary 3
  4. 4. Internet users worldwide2010 1.9 B Mobile subscribers2010 5B Digital information in the world – videos, photos, music, texts, etc.2010 800 exabytes Google Confidential and Proprietary 4
  5. 5. Internet users worldwide2010 1.9 B2020 5B Mobile subscribers2010 5B2020 10 B Digital information in the world – videos, photos, music, texts, etc.2010 800 exabytes2020 53 zettabytes Google Confidential and Proprietary 5
  6. 6. Transformation Of Consumers Is Taking Place ebay Farmville Amazon Selling $6B via mobile 30M people using it every day; 180 Kindle books sold for in 2010 an est. 800K virtual tractors every 100 hardcovers sold daily at $3.33 each YouTube views iPhone App store Red Cross Lady Gaga 95M views in 5B apps downloaded 20% ($23M) of donations foronly 4 months with 10M fans Haiti in first week made via text (MTV audience = 500k) message Google Confidential and Proprietary 6
  7. 7. Four Priorities 1. ZMOT: The battle will shift to “Before the store” 2. Localization: Digital targeting will be more locally focused 3. Mobile: Will change the shopping experience 4. Speed: Acting fast will take on a new meaning Google Confidential and Proprietary 7
  8. 8. 1. ZMOT becomes the battleground Google Confidential and Proprietary 8
  9. 9. According to P&G, shoppers make up their minds about aproduct in 3 to 7 seconds, just the time it takes to note aproduct on a store shelf.This time lapse is called (by P&G) “First Moment of Truth”and its considered the most important marketing opportunityfor a brand. – 2005 WSJ article Google Confidential and Proprietary 9
  10. 10. Historical Path-to-Purchase Model: Stimulus 1st Moment of 2nd Moment of Truth Truth: (FMOT) (SMOT) Google Confidential and Proprietary 10
  11. 11. NEW Path-to-Purchase Model: Stimulus Zero Moment FMOT SMOT of Truth: Which Effects ZMOT Google Confidential and Proprietary 11
  12. 12. More Decisions Made Before Entering Store… Where Purchase Decisions Are Made, % of Shoppers 60% 75% 83%Source: Longitudinal Economic Study Series, IRI Attitude Link, n = 1,000+ shoppers. CPG Purchase Decisions. IRI, 2009. Google Confidential and Proprietary 12
  13. 13. The New Path To Purchase 81% 81% of shoppers conduct research before they shop, typically for an hour or more.Source: GMA, Booz & Company, and SheSpeaks Shopper Marketing 3.0 Survey; n = 3,600 respondents Google Confidential and Proprietary 13
  14. 14. Online Research Forever Changed The GameSince the recession began, 54% of consumers are spending more time researching products online before they buy them in a store. Google Confidential and Proprietary 14
  15. 15. New Behavior Drives A Surge In Search Volume +188% +288% Reviews Coupons +209% +149% Recipes Local SearchesSource: Google internal tools, Jan 2007-Jan 2010 Google Confidential and Proprietary 15
  16. 16. Coupon Search & Use Is Up Since Recession CouponsThe number of digital coupon events increased by 60% Y/Y Source: Catapult Marketing study conducted by Forrester Research as cited in PROMO, December 10, 2009 Google Confidential and Proprietary 16 Marx, a Kantar Media solution
  17. 17. Consumers Are More Discerning Than Ever83% 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 Decisions,” Opinion Research Corporation, 06/08 Google Confidential and Proprietary 17
  18. 18. Google Confidential and Proprietary 18
  19. 19. Google Confidential and Proprietary 19
  20. 20. Google Confidential and Proprietary 20
  21. 21. Which Is Good News For Shopper Marketers! +20% Searchers SpendSource: MarketingVox : Search Affects CPG Brand Building, Offline & Online Sales. Oct 2007. Google Confidential and Proprietary 21http://www.marketingvox.com/study-search-vital-for-cpg-brand-building-and-both-offline-online-sales-033942
  22. 22. Search Works Sales Lift in Brand Sales Lift in Product Sales Lift in Only Campaign Only Campaign Coupon Campaign Private Label Test BrandSource: White-labeled Search and Display Match Market Study for Ready-To-Eat Cereal Advertiser, August 2010, Sales in volume.. Google Confidential and Proprietary 22Life versus control (dark – no search). All results significant at 90% or greater.
  23. 23. The Sheer Volume Is Staggering Annual Query Volume recipes 153,200,000 weight loss 54,540,000 soap 26,970,000 shampoo 15,820,000 deodorant 3,569,000 mayonnaise 1,475,500 pasta sauce 1,292,000Source: Google Keyword Tool, US only. Google Confidential and Proprietary 23
  24. 24. Owning The Digital Shelf Google Confidential and Proprietary 24
  25. 25. Leverage Digital End Caps Google Confidential and Proprietary 25
  26. 26. Product Ratings Will Help Win ZMOT Google Confidential and Proprietary 26
  27. 27. Promote Specific SKU’s Outside Of Circular Google Confidential and Proprietary 27
  28. 28. McDonald’s Leverages ZMOT For New Smoothies Google Confidential and Proprietary 28
  29. 29. 2. Localization Google Confidential and Proprietary 29
  30. 30. Digital Enables Precision Targeting Region City Radius Custom*Marketer is responsible for translating ads into selected languages. Google Confidential and Proprietary 30
  31. 31. Location Extensions Will Help Win ZMOT 272 8TH AVE, NEW YORK, NY Address appears as the 5th line of ad text Google Confidential and Proprietary 31
  32. 32. Drive Traffic With Google Maps Google Confidential and Proprietary 32
  33. 33. Geo-Target Coupon Distribution Google Confidential and Proprietary 33
  34. 34. Think About The Local Community Google Confidential and Proprietary 34
  35. 35. 3. Mobile Google Confidential and Proprietary 35
  36. 36. The Mobile Audience Is Significant Today 314M Population of US 239M Online Population 134M Mobile Web & App Population1)  US Census 20102)  Internet WorldStats, June ‘103)  Includes active smartphone, mobile Internet device (iPod touches & iPads) and feature phone devices on mobile web or apps. Source: comScore, CTIA, analyst reports Google Confidential and Proprietary 36
  37. 37. Mobile Becoming Just As Prevalent As Desktop Global Mobile vs. Desktop Internet Population, 2007-2015 Mobile Internet Users Desktop Internet Users 2000 1600 GlobalInternet 1200 Users (MM) 800 400 0 2007 2008 2009 2010 2011 2012 2013 2014 2015Source: Morgan Stanley Research, April 2010 Google Confidential and Proprietary 37
  38. 38. Mobile Search Is Exploding Droid X Sprint Evo HTC Incredible Android Nexus One Moto Droid & Eris iPhone 3GS Blackberry Storm Android G1 Palm Pre iPhone 3G iPhone
 2010Edge 3G 4GSource: Google Internal and Third Party Google Confidential and Proprietary 38
  39. 39. •  During Holiday ’09, 10% of all shoppers took pictures of products in-store •  In 2010 1 in 3 online shoppers used a mobile device to browse e-commerce sitesSource: Morgan Stanley Google Confidential and Proprietary 39
  40. 40. Engage Consumers: Anywhere – Anytime Watch Video Searching Home WorkBrowse Internet Use Apps Shopping Commuting Google Confidential and Proprietary 40
  41. 41. Consumer Mobile Intents Where can I buy something? Can I buy it on my phone? What are others charging for it? Google Confidential and Proprietary 41
  42. 42. The Winning Brands & Retailers will optimize for Mobile Google Confidential and Proprietary 42
  43. 43. Mobile Do’s •  Look in the Mirror •  Think National with Local Intent •  Link messaging to other platforms •  Address mobile users directly with valuable offers Google Confidential and Proprietary 43
  44. 44. 4. Speed Google Confidential and Proprietary 44
  45. 45. Leverage Insights To Move At New Speeds Google Confidential and Proprietary 45
  46. 46. General Mills Informed Product Decisions www.target.com/chex Try Gluten Free Chex cereal. Available at Target! Google Confidential and Proprietary 46
  47. 47. Concept Was A Huge Success! Google Confidential and Proprietary 47
  48. 48. Take Advantage of the Unexpected… Good or Bad Google Confidential and Proprietary 48
  49. 49. Amplify Assets Fast & Creatively Google Confidential and Proprietary 49
  50. 50. Speed Beats Perfection! Google Confidential and Proprietary 50
  51. 51. Be Opportunistic And Move Fast!Miracle Whip Airs on TV Colbert Responds Kraft Immediately Joins in on Fun via SearchDrove to Facebook and Accelerated Brand Interest And Received Positive YouTube Homes Feedback From Consumers Google Confidential and Proprietary 51
  52. 52. Thank You!Scott TownsendJanuary 18, 2011 Google Confidential and Proprietary
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