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 Propriet...
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

...
“Marketing is no longer about the
stuff that you make, but about the
stories you tell.”
Seth Godin
Author & Entrepreneur

...
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

1...
‘‘The ability to take data –
to be able to understand it,
to process it, to extract value
from it, to visualize it, to
com...
Data helps you find the right people
ADVERTISING DATA
Who converted, when, where

SITE DATA
How long do they stay on site,...
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
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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, 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.
  • Almost half of the searches on Google are taking place on a smartphone or a tablet
    40% of non-desktop searches are something with a location
    Phone operators say that 50% of data usage is video streaming, 80% of that is YT
    Verizon, in the 1.5 years since they began offering 4G, 70% subscribers moved to 4G
  • The more devices they own, the more their behaviors change and the more complex their interactions with brands become.
    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?
    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?
    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.
  • Almost half of the searches on Google are taking place on a smartphone or a tablet
    40% of non-desktop searches are something with a location
    Phone operators say that 50% of data usage is video streaming, 80% of that is YT
    Verizon, in the 1.5 years since they began offering 4G, 70% subscribers moved to 4G
  • Path to purchase is increasingly complicated
  • Path to purchase is increasingly complicated
  • Path to purchase is increasingly complicated
  • Myriad of sources for data, all of which should feed into your marketing campaign
  • Myriad of sources for data, all of which should feed into your marketing campaign
  • Myriad of sources for data, all of which should feed into your marketing campaign
  • Google Analytics – importance of never leaving a stone unturned when it comes to who’s visiting, what they’re doing etc.
  • LMAtech2013: Raising the bar: Making the most of digital in today’s legal landscape

    1. 1. Making the most of digital John Ray Legal Industry Head, Google UK Google Confidential and Proprietary 1
    2. 2. be found across all screens winning the moments that matter using data to succeed Google Confidential and Proprietary 2
    3. 3. be found Google Confidential and Proprietary 3
    4. 4. 375,000,000 legal-related queries every month in the USA Google Confidential and Proprietary 4
    5. 5. Their expectations are changing 1996 2013 Google Confidential and Proprietary 5
    6. 6. Their expectations are changing 2013 Google Confidential and Proprietary 6
    7. 7. Answer their need Google Confidential and Proprietary 7
    8. 8. across all screens Google Confidential and Proprietary 8
    9. 9. Means of interaction are increasing 2005 2013 Google Confidential and Proprietary 9
    10. 10. Consumers can reach you any time, any place
    11. 11. 98% of people use multiple screens sequentially throughout the day to accomplish a task Google Confidential and Proprietary 11
    12. 12. Make it easy for them, whatever device they use
    13. 13. winning the moments that matter Google Confidential and Proprietary 13
    14. 14. Consumer journey is much more complex today 2000 2013 FINISH START FINISH START Google Confidential and Proprietary 14
    15. 15. “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
    16. 16. This is true for you as much as for Nike Google Confidential and Proprietary 16
    17. 17. This is true for you as much as for Nike Google Confidential and Proprietary 17
    18. 18. using data to succeed Google Confidential and Proprietary 18
    19. 19. 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
    20. 20. ‘‘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
    21. 21. 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
    22. 22. Find the right data Google Confidential and Proprietary 22
    23. 23. Analyse, analyse, analyse Google Confidential and Proprietary 23
    24. 24. be found across all screens winning the moments that matter using data to succeed Google Confidential and Proprietary 24

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