Aquent/AMA Webcast: The New Moment of Truth: How Technology Has Influenced Purchase Decisions and How Savvy Marketers Can Capitalize

  • 2,853 views
Uploaded on

In this session, Catherine Roe of Google will discuss why the consumer's changing media and shopping habits necessitate the inclusion of a digital strategy in your integrated shopper marketing plans. …

In this session, Catherine Roe of Google will discuss why the consumer's changing media and shopping habits necessitate the inclusion of a digital strategy in your integrated shopper marketing plans. Also, how best-in-class companies have leveraged strong manufacturer, retail and media integration to drive sales & retail partnerships. Google will also present a case study on how search & display advertising has been proven to drive sales and ROI for a CPG company.

More in: Business
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
2,853
On Slideshare
0
From Embeds
0
Number of Embeds
1

Actions

Shares
Downloads
58
Comments
0
Likes
1

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide
  • Having been through a recession, consumers are now more alert, awake and conscious then ever. They are deliberate in their actions with more than half saying they are spending more time researching products online.
  • The sheer volume of queries is staggering. On just the raw terms (not even the expanded versions of these terms)
  • People who first searched for CPG products on the Web spent 20% more!
  • Not only did the gluten free platform drive sales across many general mills brands, they also won the 2010 Edison award for best new product for their dessert mixes.
  • HOURS after Shawn White appeared on Leno, this search campaign drove to NBC.com since Wheaties did not have a site to support the Olympic box.
  • Insight: In addition to the holidays, queries for veg side dishes spike @ Easter. Opportunity to leverage @ Retail! So in addition to running a price promotion, GG Target Team also ran a low budget search campaign, driving to the Ad on Target.comAmp up Key Easter Promotion via Digital Shopper Marketing$1000/day test driving traffic to the Target Weekly Online Ad promoting Green Giant Vegetables for the Easter Week SeasonLeverage additional support with Target Buying Team for In Store Merch
  • The In-Store Marketing Institute is a global organization of brand marketers, retailers, agencies and manufacturers focused on improving retail marketing strategy worldwide and to further the understanding, acceptance and effectiveness of in-store marketing.SymphonyIRIGroup (formerly IRI), was the preferred research vendor Google selected to execute a matched market test using a Analysis of Covariance (ANCOVA) using test brand and test retailer private label scanner data. A major CPG manufacturer within the ready-to-eat cereal category; looking to test localized sales impact specific to a strong regional store brand
  • Coupon Messaging Leads to Higher Offline Sales Lifts for Brand and Steeper Declines for Private label
  • Coupon Messaging Leads to Higher Offline Sales Lifts for Brand and Steeper Declines for Private label
  • Coupon Messaging Leads to Higher Offline Sales Lifts for Brand and Steeper Declines for Private label
  • All test markets that implemented search and display showed lifts (ranging +2.2% to +4.7%) versus the dark market that did not have search or display.All test markets that implemented search and display showed declines to the targeted store brand (ranging from -2% to -4.5%) versus the dark market that did not have search or display.Search campaigns that included a click for savings call-to-action lead to higher click-through rates and ultimately stronger offline sales (+4.7% lift) versus search ads that messaged product/brand benefits only (+2.2%/ +2.6% lift).

Transcript

  • 1. The New Moment of Truth: How Technology Has Influenced Purchase Decisions and How Savvy Marketers Can CapitalizeIn this webcast Catherine Roe, Head of CPG, Google,
    will discuss why the consumer's changing media and shopping habits necessitate the inclusion of a digital strategy in your integrated shopper marketing plans. Also, how best-in-class companies have leveraged strong manufacturer, retail and media integration to drive sales & retail partnerships. Google will also present a case study on how search & display advertising has been proven to drive sales and ROI for a CPG company.
       
  • 2.
  • 3. Gone Digital!
    AMA/Aquent Webcast
    Catherine Roe
    Head of CPG, Google
    January, 2011
    3
    3
  • 4. In 2010, Digital advertising investment surpassed Print/Newspaper spending for the first time.
    CMO Council report quoting the Outsell Group, $119.6 billion to $111.5 billion
    4
  • 5. Most Marketers have not kept up with their consumers…
    A Week in the Life of a U.S. Hispanic
    Weekly Media Consumption
    52% Online
    14 hrs
    Gap between ad spend and media consumption
    37% TV10 hrs
    7% Radio2 hrs
    4% Newspapers
    1 hr
    5
    Source: JupiterResearch Economic Downturn Online Consumer Survey,
  • 6. Most Marketers have not kept up with their consumers…
    A Week in the Life of a U.S. Hispanic
    Weekly Media Consumption
    US Ad Investment
    52% Online
    14 hrs
    5% Online
    Gap between ad spend and media consumption
    63% TV
    37% TV10 hrs
    19% Radio
    7% Radio2 hrs
    4% Newspapers
    1 hr
    8% Newspapers
    6
    Source: JupiterResearch Economic Downturn Online Consumer Survey,
  • 7. Marketing Priorities:
    7
    ZMOT: Marketing influence shifts to “Between Stimulus & Store”
  • 8. Marketing Priorities:
    8
    ZMOT: Marketing influence shifts to “Between Stimulus & Store”
    Localization:Digital targeting will be more locally focused
  • 9. Marketing Priorities:
    9
    ZMOT: Marketing influence shifts to “Between Stimulus & Store”
    Localization:Digital targeting will be more locally focused
    Speed:The new Agility of a Digital world
  • 10. Marketing Priorities:
    10
    ZMOT: Marketing influence shifts to “Between Stimulus & Store”
    Localization:Digital targeting will be more locally focused
    Speed:The new Agility of a Digital world
    ROI:Proving that digital marketing works!
  • 11. 1. ZMOT
    11
  • 12. The Evolving Path to Purchase:
    The Goals have not changed:
    Grow Sales and Share
  • 13. 13
    But the Journey has changed dramatically
  • 14. 14
    But the Journey has changed dramatically
  • 15. 15
    But the Journey has changed dramatically
  • 16. 16
    But the Journey has changed dramatically
  • 17. Historical Path-to-Purchase Model:
    17
    Stimulus
  • 18. Historical Path-to-Purchase Model:
    18
    1st Moment of Truth
    (FMOT)
    Stimulus
  • 19. Historical Path-to-Purchase Model:
    19
    1st Moment of Truth
    (FMOT)
    2nd Moment of Truth:
    (SMOT)
    Stimulus
  • 20. NEW Path-to-Purchase Model:
    20
    SMOT
    FMOT
    Stimulus
  • 21. NEW Path-to-Purchase Model:
    21
    Zero Moment
    of Truth:
    SMOT
    FMOT
    Stimulus
    Which Effects ZMOT
  • 22. 81%
    The New Path to Purchase
    22
    81% of shoppers conduct research before they shop, typically for an hour of more.
    Source: GMA, Booz & Company, and SheSpeaks Shopper Marketing 3.0 Survey; n = 3,600 respondents
  • 23. Be On The List “Before The Store”
    • 76% of U.S. households prepare a written or digital grocery shopping list prior to shopping
    Source: Survey of 3,600 shoppers for Shopper Marketing 3.0 study conducted Fall 2009 by Booz & Company
    In collaboration with Grocery Manufacturers Association
    23
  • 24. 24
    Online Research has Changed the Game
  • 25. Online Research has Changed the Game
    +288%
    Coupons
    25
  • 26. Online Research has Changed the Game
    +209%
    Recipes
    26
  • 27. Online Research has Changed the Game
    +149%
    Local Searches
    +209%
    Recipes
    27
  • 28. Online Research has Changed the Game
    +188%
    Reviews
    +288%
    Coupons
    28
  • 29. Online Research has Changed the Game
    +188%
    Reviews
    +288%
    Coupons
    +209%
    Recipes
    29
  • 30. 30
    The Sheer Volume is Staggering
    Annual Query Volume
    recipes
    weight loss
    soap
    shampoo
    deodorant
    mayonnaise
    pasta sauce
    153,200,000 54,540,000 26,970,000 15,820,000 3,569,000 1,475,500 1,292,000
    Source: Google Keyword Tool, US only.
  • 31. Search is Integral Tool for Trade Marketing
    “Search advertising is the online world's equivalent of trade promotion.”
    31
    Source: Advertising Age, Is Search the Online Equivalent of Trade Promotion?, http://adage.com/digitalnext/post.php?article_id=135261
  • 32. 32
    Online Research has Changed the Game
    +188%
    Reviews
  • 33. Online Research has Changed the Game
    +188%
    Reviews
    +188%
    Reviews
    33
  • 34. 34
  • 35. 35
  • 36. 36
  • 37. 37
  • 38. Good News for Shopper Marketers!
    +20%
    Source: MarketingVox : Search Affects CPG Brand Building, Offline & Online Sales.. http://www.marketingvox.com/study-search-vital-for-cpg-brand-building-and-both-offline-online-sales-033942
    38
  • 39. 2. Localization
    2. Localization
    39
  • 40. City
    Set borders
    Radius
    Region
    *Marketer is responsible for translating ads into selected languages.
    40
    Digital Enables Precision Targeting:
  • 41. It’s Called “Owning the Digital Shelf”
  • 42. 42
    Leverage Virtual Endcaps
  • 43. 43
  • 44. 44
  • 45. 45
  • 46.
  • 47.
  • 48.
  • 49. 49
  • 50. Geo-Targeted Coupon Distribution
  • 51. 51
  • 52. 3. Speed
    3. Speed
    52
    52
  • 53. Leverage Insights
    53
  • 54. Leverage Insights
    54
    www.target.com/chex Try Gluten Free Chex cereal. Available at Target!
  • 55. And Execute!
    55
  • 56. 56
    Concept was a huge success!
  • 57. McDonald’s Leverages ZMOT for new Smoothies
    57
  • 58. McDonald’s Leverages ZMOT for new Smoothies
    58
  • 59. 59
    Take advantage of the Unexpected…good or bad
  • 60. Amplify Assets Fast & Creatively
  • 61. Speed Beats Perfection!
  • 62. Miracle Whip faces Adversity
  • 63. Colbert Calls Out Miracle Whip
  • 64. Miracle Whip Immediately Responded
  • 65. And then “Krafted” an Official Response As Well
    Full page ads in top newspapers
    3 TV spots on Colbert
    Facebook Messaging
    Search
    YouTube
  • 66. 3. ROI
    66
  • 67. Green Giant Target Shopper Marketing Initiative
  • 68. Insight: Vegetable side dish queries
  • 69. A Search on “Frozen Veggies”
  • 70. A Search on “Easter Meal Ideas”
  • 71.
  • 72. Partners and Participants
    72
  • 73. Objectives
    • What is the offline impact of Google search and display campaign on the test brand?
    • 74. Can a geo-based targeting approach drive impact vs. a specific competitor?
    • 75. Which search text ad messages resonate best with consumers and are most effective at driving offline sales?
    Study Objectives
    73
  • 76. Match Market Methodology
    74
    Search Creative A plus Display
    Search Creative C plus Display
    Control - Dark
    Search Creative B plus Display
    Source: White-labeled Search and Display Match Market Study for Ready-To-Eat Cereal Advertiser, August 2010
  • 77. Text Ads By Message:
    75
    Health Claim
    Product Message
    Coupon Message
  • 78. Display Ads by Initiative
    76
  • 79. Results:
    77
    Private Label
    Test Brand
    Sales Lift in Brand Only Campaign
    Source: White-labeled Search and Display Match Market Study for Ready-To-Eat Cereal Advertiser, August 2010, Sales in volume.. Life versus control (dark – no search). All results significant at 90% or greater.
  • 80. Results:
    78
    Private Label
    Test Brand
    Sales Lift in Product Only Campaign
    Sales Lift in Brand Only Campaign
    Source: White-labeled Search and Display Match Market Study for Ready-To-Eat Cereal Advertiser, August 2010, Sales in volume.. Life versus control (dark – no search). All results significant at 90% or greater.
  • 81. Results:
    79
    Private Label
    Test Brand
    Sales Lift in Coupon Campaign
    Sales Lift in Product Only Campaign
    Sales Lift in Brand Only Campaign
    Source: White-labeled Search and Display Match Market Study for Ready-To-Eat Cereal Advertiser, August 2010, Sales in volume.. Life versus control (dark – no search). All results significant at 90% or greater.
  • 82.
    • Search + Displayare effective in driving offline sales & ROI
    • 83. A Geo-targeted strategy is effective at driving sales at a specific retailer & location
    • 84. Ads with Coupon Messaging resonate best with consumers and drive the strongest offline performance
    Summary of Key Findings & Implications
    80
  • 85. 81
    Bottom Line......It’sTime to Re Think the Traditional Trade Calendar!
  • 86. 82
    It’sTime to Re Think the Trade Calendar!
  • 87. 83
    It’sTime to Re Think the Trade Calendar!
  • 88. 84
  • 89. Thank You!
    croe@google.comor Contact me on linkedin
    85
    85