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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 …

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

Published in: Education

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  • 1. Four Priorities For Marketing In The Digital FutureScott TownsendJanuary 18, 2011 Google Confidential and Proprietary
  • 2. While we all were focused on theRecession, consumer behavior changes have marched on. Google Confidential and Proprietary 2
  • 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. 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. 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. 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. 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. 1. ZMOT becomes the battleground Google Confidential and Proprietary 8
  • 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. Historical Path-to-Purchase Model: Stimulus 1st Moment of 2nd Moment of Truth Truth: (FMOT) (SMOT) Google Confidential and Proprietary 10
  • 11. NEW Path-to-Purchase Model: Stimulus Zero Moment FMOT SMOT of Truth: Which Effects ZMOT Google Confidential and Proprietary 11
  • 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. 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. 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. 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. 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. 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. Google Confidential and Proprietary 18
  • 19. Google Confidential and Proprietary 19
  • 20. Google Confidential and Proprietary 20
  • 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. 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. 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. Owning The Digital Shelf Google Confidential and Proprietary 24
  • 25. Leverage Digital End Caps Google Confidential and Proprietary 25
  • 26. Product Ratings Will Help Win ZMOT Google Confidential and Proprietary 26
  • 27. Promote Specific SKU’s Outside Of Circular Google Confidential and Proprietary 27
  • 28. McDonald’s Leverages ZMOT For New Smoothies Google Confidential and Proprietary 28
  • 29. 2. Localization Google Confidential and Proprietary 29
  • 30. Digital Enables Precision Targeting Region City Radius Custom*Marketer is responsible for translating ads into selected languages. Google Confidential and Proprietary 30
  • 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. Drive Traffic With Google Maps Google Confidential and Proprietary 32
  • 33. Geo-Target Coupon Distribution Google Confidential and Proprietary 33
  • 34. Think About The Local Community Google Confidential and Proprietary 34
  • 35. 3. Mobile Google Confidential and Proprietary 35
  • 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. 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. 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. •  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. Engage Consumers: Anywhere – Anytime Watch Video Searching Home WorkBrowse Internet Use Apps Shopping Commuting Google Confidential and Proprietary 40
  • 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. The Winning Brands & Retailers will optimize for Mobile Google Confidential and Proprietary 42
  • 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. 4. Speed Google Confidential and Proprietary 44
  • 45. Leverage Insights To Move At New Speeds Google Confidential and Proprietary 45
  • 46. General Mills Informed Product Decisions www.target.com/chex Try Gluten Free Chex cereal. Available at Target! Google Confidential and Proprietary 46
  • 47. Concept Was A Huge Success! Google Confidential and Proprietary 47
  • 48. Take Advantage of the Unexpected… Good or Bad Google Confidential and Proprietary 48
  • 49. Amplify Assets Fast & Creatively Google Confidential and Proprietary 49
  • 50. Speed Beats Perfection! Google Confidential and Proprietary 50
  • 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. Thank You!Scott TownsendJanuary 18, 2011 Google Confidential and Proprietary

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