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

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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.

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  • 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