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LMAtech2013: Raising the bar: Making the most of digital in today’s legal landscape
 

LMAtech2013: Raising the bar: Making the most of digital in today’s legal landscape

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John Ray, Industry Head – Legal, Google, Inc. ...

John Ray, Industry Head – Legal, Google, Inc.

John Ray, Industry Head – Legal, of Google will present and an overview of the opportunity for legal professionals to utilize digital in acquiring new business and growing the current business that already exists.

He will provide an overview of industry trends/ stats on how we are becoming digital at a rapid pace utilizing several technologies at once. Each device is carving its own niche, leading to simultaneous use. ad spending in Legal is reflecting this and becoming just as complex
•How to Be Relevant. What the Google algorithm means in terms of reaching potential clients when they are asking for information.
•How to Be Accountable. Data is king. The importance of Analytics and how they provide insights for Search.
•How to Be Found. Digital is not just search. Online video and social offer a more engaged environment through YouTube, Google+, Facebook, etc. Let the user decide how to interact for higher levels of engagement.
•How to Be Ready. Mobile is the future. Mobile is the center of our lives and the share of Legal queries coming from mobile is growing . How mobile connects all media how TV + Mobile = a winning combination.

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  • Good afternoon.My name is Tara Walpert Levy and I lead our Ads Marketing team at Google.  It’s funny; I’ve spent most of my career in television and if you had told me five years ago, even three years, ago, how integral the web would become to how we consume video, I wouldn’t have believed it.  I mean, back then, even just a few years ago, you couldn’t reliably load a multimedia page much less an episode of Modern Family.Many of you in this audience may have been a little quicker to catch on than I was.  And most of you at this point likely believe that the revolution that is taking place in media – and in video in particular -- means you have new opportunities to build even stronger relationships with your or your client’s customers. The question of the day – at least it’s the question I wake up with most mornings -- is how.  Right now, I’m sure many of you feel like you’re constantly working to make what you do work for the web. Insert example What we really want to do at Google is to make the web work for you.   So over the next 20 minutes, I’m going to share how we think about making online video work for you from a marketer’s perspective. <br />
  • Almost half of the searches on Google are taking place on a smartphone or a tablet <br /> 40% of non-desktop searches are something with a location <br /> Phone operators say that 50% of data usage is video streaming, 80% of that is YT <br /> Verizon, in the 1.5 years since they began offering 4G, 70% subscribers moved to 4G <br />
  • The more devices they own, the more their behaviors change and the more complex their interactions with brands become. <br /> Who when Sally said you were coming to Google for the day looked up the location on their laptop, and then this morning looked for directions on their phone? <br /> Or read an email on their phone this morning, only to switch it back to unread so that they could reply properly on their laptop? <br /> We do it all the time, and most of the time we’re not even aware we’re doing it. This has a huge implication on marketers when you’re no longer completing your actions on one device, how do we know where to reach our audience? In order to effectively interact the brand needs to mirror this experience and move seemlessly between devices. <br />
  • Almost half of the searches on Google are taking place on a smartphone or a tablet <br /> 40% of non-desktop searches are something with a location <br /> Phone operators say that 50% of data usage is video streaming, 80% of that is YT <br /> Verizon, in the 1.5 years since they began offering 4G, 70% subscribers moved to 4G <br />
  • Path to purchase is increasingly complicated <br />
  • Path to purchase is increasingly complicated <br />
  • Path to purchase is increasingly complicated <br />
  • Myriad of sources for data, all of which should feed into your marketing campaign <br />
  • Myriad of sources for data, all of which should feed into your marketing campaign <br />
  • Myriad of sources for data, all of which should feed into your marketing campaign <br />
  • Google Analytics – importance of never leaving a stone unturned when it comes to who’s visiting, what they’re doing etc. <br />

LMAtech2013: Raising the bar: Making the most of digital in today’s legal landscape LMAtech2013: Raising the bar: Making the most of digital in today’s legal landscape Presentation Transcript

  • Making the most of digital John Ray Legal Industry Head, Google UK Google Confidential and Proprietary 1
  • be found across all screens winning the moments that matter using data to succeed Google Confidential and Proprietary 2
  • be found Google Confidential and Proprietary 3
  • 375,000,000 legal-related queries every month in the USA Google Confidential and Proprietary 4
  • Their expectations are changing 1996 2013 Google Confidential and Proprietary 5
  • Their expectations are changing 2013 Google Confidential and Proprietary 6
  • Answer their need Google Confidential and Proprietary 7
  • across all screens Google Confidential and Proprietary 8
  • Means of interaction are increasing 2005 2013 Google Confidential and Proprietary 9
  • Consumers can reach you any time, any place
  • 98% of people use multiple screens sequentially throughout the day to accomplish a task Google Confidential and Proprietary 11
  • Make it easy for them, whatever device they use
  • winning the moments that matter Google Confidential and Proprietary 13
  • Consumer journey is much more complex today 2000 2013 FINISH START FINISH START Google Confidential and Proprietary 14
  • “Marketing is no longer about the stuff that you make, but about the stories you tell.” Seth Godin Author & Entrepreneur Google Confidential and Proprietary 15
  • This is true for you as much as for Nike Google Confidential and Proprietary 16
  • This is true for you as much as for Nike Google Confidential and Proprietary 17
  • using data to succeed Google Confidential and Proprietary 18
  • The amount of data is increasing exponentially 2020 2013 2bn online 5bn mobile 800 exabytes (x1018) 5bn online 10bn mobile 53 zettabytes (x1021) Google Confidential and Proprietary 19
  • ‘‘The ability to take data – to be able to understand it, to process it, to extract value from it, to visualize it, to communicate it: that’s going to be a hugely important skill in the next decades” Hal Varian, Google Chief Economist Google Confidential and Proprietary 20
  • Data helps you find the right people ADVERTISING DATA Who converted, when, where SITE DATA How long do they stay on site, what sites do they leave for OFFLINE DATA Called office, walked in to high street branch Google Confidential and Proprietary 21
  • Find the right data Google Confidential and Proprietary 22
  • Analyse, analyse, analyse Google Confidential and Proprietary 23
  • be found across all screens winning the moments that matter using data to succeed Google Confidential and Proprietary 24