The New Moment of Truth: How Technology Has Influenced Purchase Decisions and How Savvy Marketers Can CapitalizeIn this we...
Gone Digital!<br />AMA/Aquent Webcast<br />Catherine Roe<br />Head of CPG, Google<br />January, 2011<br />3<br />3<br />
In 2010, Digital advertising investment surpassed Print/Newspaper spending for the first time.<br />CMO Council report quo...
Most Marketers have not kept up with their consumers…<br />A Week in the Life of a U.S. Hispanic<br />Weekly Media Consump...
Most Marketers have not kept up with their consumers…<br />A Week in the Life of a U.S. Hispanic<br />Weekly Media Consump...
Marketing Priorities:<br />7<br />ZMOT: Marketing influence shifts to “Between Stimulus & Store”<br />
Marketing Priorities:<br />8<br />ZMOT: Marketing influence shifts to “Between Stimulus & Store”<br />Localization:Digital...
Marketing Priorities:<br />9<br />ZMOT: Marketing influence shifts to “Between Stimulus & Store”<br />Localization:Digital...
Marketing Priorities:<br />10<br />ZMOT: Marketing influence shifts to “Between Stimulus & Store”<br />Localization:Digita...
1. ZMOT<br />11<br />
The Evolving Path to Purchase:<br />The Goals have not changed:<br />Grow Sales and Share<br />
13<br />But the Journey has changed dramatically<br />
14<br />But the Journey has changed dramatically<br />
15<br />But the Journey has changed dramatically<br />
16<br />But the Journey has changed dramatically<br />
Historical Path-to-Purchase Model:<br />17<br />Stimulus<br />
Historical Path-to-Purchase Model:<br />18<br />1st Moment of Truth<br />(FMOT)<br />Stimulus<br />
Historical Path-to-Purchase Model:<br />19<br />1st Moment of Truth<br />(FMOT)<br />2nd Moment of Truth:<br />(SMOT)<br /...
NEW Path-to-Purchase Model:<br />20<br />SMOT<br />FMOT<br />Stimulus<br />
NEW Path-to-Purchase Model:<br />21<br />Zero Moment <br />of Truth:<br />SMOT<br />FMOT<br />Stimulus<br />Which Effects ...
81%<br />The New Path to Purchase<br />22<br />81% of shoppers conduct research before they shop, typically for an hour of...
Be On The List “Before The Store”<br /><ul><li>76% of U.S. households prepare a written or digital grocery shopping list p...
24<br />Online Research has Changed the Game<br />
Online Research has Changed the Game<br />+288%<br />Coupons<br />25<br />
Online Research has Changed the Game<br />+209%<br />Recipes<br />26<br />
Online Research has Changed the Game<br />+149%<br />Local Searches<br />+209%<br />Recipes<br />27<br />
Online Research has Changed the Game<br />+188%<br />Reviews<br />+288%<br />Coupons<br />28<br />
Online Research has Changed the Game<br />+188%<br />Reviews<br />+288%<br />Coupons<br />+209%<br />Recipes<br />29<br />
30<br />The Sheer Volume is Staggering<br />Annual Query Volume<br />recipes		<br />weight loss<br />soap<br />shampoo<br ...
Search is Integral Tool for Trade Marketing<br />“Search advertising is the online world's equivalent of trade promotion.”...
32<br />Online Research has Changed the Game<br />+188%<br />Reviews<br />
Online Research has Changed the Game<br />+188%<br />Reviews<br />+188%<br />Reviews<br />33<br />
34<br />
35<br />
36<br />
37<br />
Good News for Shopper Marketers!<br />+20%<br />Source:  MarketingVox :  Search Affects CPG Brand Building, Offline & Onli...
2. Localization<br />2. Localization<br />39<br />
City<br />Set borders<br />Radius<br />Region<br />*Marketer is responsible for translating ads into selected languages.<b...
It’s Called “Owning the Digital Shelf”<br />
42<br />Leverage Virtual Endcaps<br />
43<br />
44<br />
45<br />
49<br />
Geo-Targeted Coupon Distribution<br />
51<br />
3. Speed<br />3. Speed<br />52<br />52<br />
Leverage Insights<br />53<br />
Leverage Insights<br />54<br />www.target.com/chex Try Gluten Free Chex cereal.  Available at Target!<br />
And Execute!<br />55<br />
56<br />Concept was a huge success!<br />
McDonald’s Leverages ZMOT for  new Smoothies<br />57<br />
McDonald’s Leverages ZMOT for  new Smoothies<br />58<br />
59<br />Take advantage of  the Unexpected…good or bad<br />
Amplify Assets Fast & Creatively<br />
Speed Beats Perfection!<br />
Miracle Whip faces Adversity<br />
Colbert Calls Out Miracle Whip<br />
Miracle Whip Immediately Responded<br />
And then “Krafted” an Official Response As Well<br />Full page ads in top newspapers<br />3 TV spots on Colbert<br />Faceb...
3. ROI<br />66<br />
Green Giant Target Shopper Marketing Initiative<br />
Insight:  Vegetable side dish queries <br />
A Search on “Frozen Veggies”<br />
A Search on “Easter Meal Ideas”<br />
Partners and Participants<br />72<br />
Objectives<br /><ul><li>What is the offline impact of Google search and display campaign on the test brand?
Can a geo-based targeting approach drive impact  vs. a specific competitor?
Which search text ad messages resonate best with consumers and are most effective at driving offline sales?</li></ul>Study...
Match Market Methodology<br />74<br />Search Creative A plus Display<br />Search Creative C plus Display<br />Control - Da...
Text Ads By Message:<br />75<br />Health Claim<br />Product Message<br />Coupon Message<br />
Display Ads by Initiative<br />76<br />
Results:<br />77<br />Private Label<br />Test Brand<br />Sales Lift in Brand Only Campaign<br />Source:  White-labeled Sea...
Results:<br />78<br />Private Label<br />Test Brand<br />Sales Lift in Product Only Campaign<br />Sales Lift in Brand Only...
Results:<br />79<br />Private Label<br />Test Brand<br />Sales Lift in Coupon Campaign<br />Sales Lift in Product Only Cam...
<ul><li>Search + Displayare effective in driving offline     sales & ROI
A Geo-targeted strategy is effective at driving sales at a specific retailer & location
Ads with Coupon Messaging  resonate best with consumers and drive the strongest offline performance</li></ul>Summary of Ke...
81<br />Bottom Line......It’sTime to Re Think the Traditional Trade Calendar!<br />
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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. 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 of "Aquent/AMA Webcast: The New Moment of Truth: How Technology Has Influenced Purchase Decisions and How Savvy Marketers Can Capitalize"

    1. 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, <br />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. <br />    <br />
    2. 2.
    3. 3. Gone Digital!<br />AMA/Aquent Webcast<br />Catherine Roe<br />Head of CPG, Google<br />January, 2011<br />3<br />3<br />
    4. 4. In 2010, Digital advertising investment surpassed Print/Newspaper spending for the first time.<br />CMO Council report quoting the Outsell Group, $119.6 billion to $111.5 billion<br />4<br />
    5. 5. Most Marketers have not kept up with their consumers…<br />A Week in the Life of a U.S. Hispanic<br />Weekly Media Consumption<br />52% Online<br />14 hrs<br />Gap between ad spend and media consumption<br />37% TV10 hrs<br />7% Radio2 hrs<br />4% Newspapers<br />1 hr<br />5<br />Source: JupiterResearch Economic Downturn Online Consumer Survey, <br />
    6. 6. Most Marketers have not kept up with their consumers…<br />A Week in the Life of a U.S. Hispanic<br />Weekly Media Consumption<br />US Ad Investment<br />52% Online<br />14 hrs<br />5% Online<br />Gap between ad spend and media consumption<br />63% TV<br />37% TV10 hrs<br />19% Radio<br />7% Radio2 hrs<br />4% Newspapers<br />1 hr<br />8% Newspapers<br />6<br />Source: JupiterResearch Economic Downturn Online Consumer Survey, <br />
    7. 7. Marketing Priorities:<br />7<br />ZMOT: Marketing influence shifts to “Between Stimulus & Store”<br />
    8. 8. Marketing Priorities:<br />8<br />ZMOT: Marketing influence shifts to “Between Stimulus & Store”<br />Localization:Digital targeting will be more locally focused<br />
    9. 9. Marketing Priorities:<br />9<br />ZMOT: Marketing influence shifts to “Between Stimulus & Store”<br />Localization:Digital targeting will be more locally focused<br />Speed:The new Agility of a Digital world<br />
    10. 10. Marketing Priorities:<br />10<br />ZMOT: Marketing influence shifts to “Between Stimulus & Store”<br />Localization:Digital targeting will be more locally focused<br />Speed:The new Agility of a Digital world<br />ROI:Proving that digital marketing works!<br />
    11. 11. 1. ZMOT<br />11<br />
    12. 12. The Evolving Path to Purchase:<br />The Goals have not changed:<br />Grow Sales and Share<br />
    13. 13. 13<br />But the Journey has changed dramatically<br />
    14. 14. 14<br />But the Journey has changed dramatically<br />
    15. 15. 15<br />But the Journey has changed dramatically<br />
    16. 16. 16<br />But the Journey has changed dramatically<br />
    17. 17. Historical Path-to-Purchase Model:<br />17<br />Stimulus<br />
    18. 18. Historical Path-to-Purchase Model:<br />18<br />1st Moment of Truth<br />(FMOT)<br />Stimulus<br />
    19. 19. Historical Path-to-Purchase Model:<br />19<br />1st Moment of Truth<br />(FMOT)<br />2nd Moment of Truth:<br />(SMOT)<br />Stimulus<br />
    20. 20. NEW Path-to-Purchase Model:<br />20<br />SMOT<br />FMOT<br />Stimulus<br />
    21. 21. NEW Path-to-Purchase Model:<br />21<br />Zero Moment <br />of Truth:<br />SMOT<br />FMOT<br />Stimulus<br />Which Effects ZMOT<br />
    22. 22. 81%<br />The New Path to Purchase<br />22<br />81% of shoppers conduct research before they shop, typically for an hour of more.<br />Source: GMA, Booz & Company, and SheSpeaks Shopper Marketing 3.0 Survey; n = 3,600 respondents<br />
    23. 23. Be On The List “Before The Store”<br /><ul><li>76% of U.S. households prepare a written or digital grocery shopping list prior to shopping</li></ul>Source: Survey of 3,600 shoppers for Shopper Marketing 3.0 study conducted Fall 2009 by Booz & Company <br />In collaboration with Grocery Manufacturers Association<br />23<br />
    24. 24. 24<br />Online Research has Changed the Game<br />
    25. 25. Online Research has Changed the Game<br />+288%<br />Coupons<br />25<br />
    26. 26. Online Research has Changed the Game<br />+209%<br />Recipes<br />26<br />
    27. 27. Online Research has Changed the Game<br />+149%<br />Local Searches<br />+209%<br />Recipes<br />27<br />
    28. 28. Online Research has Changed the Game<br />+188%<br />Reviews<br />+288%<br />Coupons<br />28<br />
    29. 29. Online Research has Changed the Game<br />+188%<br />Reviews<br />+288%<br />Coupons<br />+209%<br />Recipes<br />29<br />
    30. 30. 30<br />The Sheer Volume is Staggering<br />Annual Query Volume<br />recipes <br />weight loss<br />soap<br />shampoo<br />deodorant<br />mayonnaise<br />pasta sauce<br />153,200,000 54,540,000 26,970,000 15,820,000 3,569,000 1,475,500 1,292,000 <br />Source: Google Keyword Tool, US only.<br />
    31. 31. Search is Integral Tool for Trade Marketing<br />“Search advertising is the online world's equivalent of trade promotion.”<br />31<br />Source: Advertising Age, Is Search the Online Equivalent of Trade Promotion?, http://adage.com/digitalnext/post.php?article_id=135261 <br />
    32. 32. 32<br />Online Research has Changed the Game<br />+188%<br />Reviews<br />
    33. 33. Online Research has Changed the Game<br />+188%<br />Reviews<br />+188%<br />Reviews<br />33<br />
    34. 34. 34<br />
    35. 35. 35<br />
    36. 36. 36<br />
    37. 37. 37<br />
    38. 38. Good News for Shopper Marketers!<br />+20%<br />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<br />38<br />
    39. 39. 2. Localization<br />2. Localization<br />39<br />
    40. 40. City<br />Set borders<br />Radius<br />Region<br />*Marketer is responsible for translating ads into selected languages.<br />40<br />Digital Enables Precision Targeting:<br />
    41. 41. It’s Called “Owning the Digital Shelf”<br />
    42. 42. 42<br />Leverage Virtual Endcaps<br />
    43. 43. 43<br />
    44. 44. 44<br />
    45. 45. 45<br />
    46. 46.
    47. 47.
    48. 48.
    49. 49. 49<br />
    50. 50. Geo-Targeted Coupon Distribution<br />
    51. 51. 51<br />
    52. 52. 3. Speed<br />3. Speed<br />52<br />52<br />
    53. 53. Leverage Insights<br />53<br />
    54. 54. Leverage Insights<br />54<br />www.target.com/chex Try Gluten Free Chex cereal. Available at Target!<br />
    55. 55. And Execute!<br />55<br />
    56. 56. 56<br />Concept was a huge success!<br />
    57. 57. McDonald’s Leverages ZMOT for new Smoothies<br />57<br />
    58. 58. McDonald’s Leverages ZMOT for new Smoothies<br />58<br />
    59. 59. 59<br />Take advantage of the Unexpected…good or bad<br />
    60. 60. Amplify Assets Fast & Creatively<br />
    61. 61. Speed Beats Perfection!<br />
    62. 62. Miracle Whip faces Adversity<br />
    63. 63. Colbert Calls Out Miracle Whip<br />
    64. 64. Miracle Whip Immediately Responded<br />
    65. 65. And then “Krafted” an Official Response As Well<br />Full page ads in top newspapers<br />3 TV spots on Colbert<br />Facebook Messaging<br />Search<br />YouTube<br />
    66. 66. 3. ROI<br />66<br />
    67. 67. Green Giant Target Shopper Marketing Initiative<br />
    68. 68. Insight: Vegetable side dish queries <br />
    69. 69. A Search on “Frozen Veggies”<br />
    70. 70. A Search on “Easter Meal Ideas”<br />
    71. 71.
    72. 72. Partners and Participants<br />72<br />
    73. 73. Objectives<br /><ul><li>What is the offline impact of Google search and display campaign on the test brand?
    74. 74. Can a geo-based targeting approach drive impact vs. a specific competitor?
    75. 75. Which search text ad messages resonate best with consumers and are most effective at driving offline sales?</li></ul>Study Objectives<br />73<br />
    76. 76. Match Market Methodology<br />74<br />Search Creative A plus Display<br />Search Creative C plus Display<br />Control - Dark<br />Search Creative B plus Display<br />Source: White-labeled Search and Display Match Market Study for Ready-To-Eat Cereal Advertiser, August 2010<br />
    77. 77. Text Ads By Message:<br />75<br />Health Claim<br />Product Message<br />Coupon Message<br />
    78. 78. Display Ads by Initiative<br />76<br />
    79. 79. Results:<br />77<br />Private Label<br />Test Brand<br />Sales Lift in Brand Only Campaign<br />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.<br />
    80. 80. Results:<br />78<br />Private Label<br />Test Brand<br />Sales Lift in Product Only Campaign<br />Sales Lift in Brand Only Campaign<br />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.<br />
    81. 81. Results:<br />79<br />Private Label<br />Test Brand<br />Sales Lift in Coupon Campaign<br />Sales Lift in Product Only Campaign<br />Sales Lift in Brand Only Campaign<br />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.<br />
    82. 82. <ul><li>Search + Displayare effective in driving offline sales & ROI
    83. 83. A Geo-targeted strategy is effective at driving sales at a specific retailer & location
    84. 84. Ads with Coupon Messaging resonate best with consumers and drive the strongest offline performance</li></ul>Summary of Key Findings & Implications <br />80<br />
    85. 85. 81<br />Bottom Line......It’sTime to Re Think the Traditional Trade Calendar!<br />
    86. 86. 82<br />It’sTime to Re Think the Trade Calendar!<br />
    87. 87. 83<br />It’sTime to Re Think the Trade Calendar!<br />
    88. 88. 84<br />
    89. 89. Thank You!<br />croe@google.comor Contact me on linkedin<br />85<br />85<br />
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