Compelling Consumer Connections   Search Builds Brands [Read Only]
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Compelling Consumer Connections Search Builds Brands [Read Only]

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Google Research on the role of search for brand engagement, etc

Google Research on the role of search for brand engagement, etc

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  • 1. Compelling Consumer Connections - Search Builds Brands Dominic Allon, Agency Leader The Search Sessions, 16 September 2008 Google Confidential and Proprietary
  • 2. 2 Google Confidential and Proprietary
  • 3. Search is a universal consumer behaviour Google Confidential and Proprietary
  • 4. Search is a universal consumer behaviour 1.2 Billion people 1 Billion Google online searches per day Search is the most 85%of people online popular online activity after use Search e-mail 4 Google Confidential and Proprietary * Global
  • 5. Google Confidential and Proprietary
  • 6. 6 Google Confidential and Proprietary
  • 7. 81% of internet users enter websites via a search engine Google Confidential and Proprietary Source: Forrester Research Inc., “UK Internet User Monitor”
  • 8. Automotive Internet is the number one starting point Example 80% of new car buyers started their search on the internet Source: Ipsos MORI, Question 4.1: As you started to research your new car purchase, where was the first place you began searching for information? Question 4.2: Which other sources of information did you use at any stage in researching and buying your car? 8 Google Confidential and Proprietary Base: All respondents
  • 9. Automotive Search enables discovery of new brands Example Automotive Example: Search engines help me Discover new brands 44% Discover new models 48% Discover new and relevant websites 61% Compare makes and models 64% Make more informed decisions 64% Find the best price 47% Source: TNS / Google Automotive consumer study June 2007; Base: All respondents who bought a new car Google Confidential and Proprietary % - Completely Agree - Agree
  • 10. 42 out of 100 top brand owners don't bid on their own trademarks Google Confidential and Proprietary Source: Harvest Digital Report “Trademark bidding on Google”, July 2008
  • 11. Top sponsored, top organic and especially the combination of both deliver best results 3.95x Source: Enquiro Research/Ipsos Interactive Services, May 2008, UK Example Google Confidential and Proprietary
  • 12. Own your brand and your brand territory Brand Territory Products and Benefits “Healthy Skin” “Skin Facts” “Petroleum Jelly” Brand “Skin is Amazing” ‘Intensive Rescue” “Cocoa Butter” “Protect my Skin” “Vaseline” “Face Wash” “Skin Hydration” ‘Body Lotion” “Dry Skin Tips” “After Sun” “How Skin Works” “Moisturiser” “Lawrence Dallaglio” “Skin Science” Google Confidential and Proprietary
  • 13. Offline touchpoints drive online search Google Confidential and Proprietary
  • 14. 67% of online search users are driven to search for information 37% about a particular company, product, service, or slogan 30% by an offline channel 20% 39% 40% Source: iProspect, “Offline Channel Influence on Online Search Behavior,” 2007. (Q. Within the last six months, which of the following prompted you to go to a search engine to look for information on a particular company, product, service, or slogan? Select Google Confidential and Proprietary all that apply.)/ RAB Word of Mouse Study 2007.
  • 15. Internet usage is concurrent with TV viewing 81% use the Internet while a TV programme is running Most are genuinely engaging with both TV and Internet at the same time The balance of attention will often fluctuate dependent on content Google Confidential and Proprietary Source: IAB Thinkbox - TV & Online: better together , Base : All who use both together (1,934 weighted); Q6b
  • 16. TV advertising is increasingly being sought & shared online 22% have sent a TV ad (or link to one) onto someone else 59% have looked for a TV ad (or its song) online 32% YouTube 27% Search engine I joined the ‘We all love the Cadburys’ gorilla’ Facebook group, but then my mum started liking it and I decided it wasn’t very cool anymore. (Pre family, female) Google Confidential and Proprietary Source: IAB Thinkbox - TV & Online: better together, Base : All adults (3,011 weighted); Q7a/b/c
  • 17. Both TV and online advertising can fulfill roles across all stages Tells you about a new brand you’ve never heard of before Sparks interest in a brand Gives you new information about a brand you have heard of Persuades you to try a brand/product Talked about with someone else Helps you decide which brands are relevant to you Makes you re-evaluate a brand Gives you enough information to make purchase decision Makes you like a brand Online ads TV ads Google Confidential and Proprietary Source: IAB Thinkbox - TV & Online: better together , Base : All adults (3,011 weighted); Q36a/b
  • 18. Using both TV & Online brings the audience closer to the brand % agree “I feel I know this brand really well” Uplift among those exposed to both TV and Online : +14% +8% +17% points points points Significantly higher levels of agreement with brand metrics, amongst those who have seen TV and Online advertising Google Confidential and Proprietary Source: IAB Thinkbox - TV & Online: better together
  • 19. Search behaviour is personal and iterative Google Confidential and Proprietary
  • 20. The car search process is personal & iterative Automotive Example of those who start with a generic search 83% later use a brand term of those who first search on a brand term 57% later use a generic search of all brand searches also include 18% a generic term Source: Ipsos MORI Google Confidential and Proprietary
  • 21. Car buyers are undecided Automotive Example 52% 62% 69% Undecided on Undecided on Undecided on Type of car Make of car Model of car (eg. Sports car) (eg. Ferrari car) (eg. Enzo car) Source: Ipsos MORI, Question 3.1/3.2/3.3: When you first started looking, how much did you know about the Type / Make / Model of car you wanted to buy? Google Confidential and Proprietary Base: New car buyers (n=500)
  • 22. Automotive Example Most car buyers switch brands 55% Source: Ipsos MORI, Question 5.2: What type of car did you buy in the end? Google Confidential and Proprietary Base: All respondents
  • 23. Travel Follow the consumer’s path to purchase Example Before a first transaction, Distribution of searches on average: prior to purchase 100% 90% 12 travel searches 80% 70% 60% 50% 22 travel sites 40% 30% 20% 10% 29 days 0% 1 2 3 4 5 6 7 8 9 10 11-20 21-30 31-40 41-50 >50 Number of Searches Google Confidential and Proprietary Source: Comscore Research Paper October 2007
  • 24. From ‘holiday in the sun’ to First Choice Travel purchase in 33 days Example HolidayRentals Teletext Holidays ebookers Hotels.com TUI TripAdvisor TUI Visits Thomas Cook TravelRepublic First Choice TUI TripAdvisors TUI First Choice First Choice AirTours TUI AirTours HolidayWatchdog Expedia Thomas Cook Thomas Cook AirTours First Choice First Choice Tui First Choice Olympic Holidays Day 33 1 5 8 13 21 29 Holiday in the sun Cheap Flights Cyprus Cyprus Palm Beach Hotel Thomson Hotels Larnaca Cyprus Holidays Searches Spain Holidays Cyprus Holidays Beau Rivage Cyprus holidays Hotel Cyprus Europe Holidays Holidays in the Sun Google Confidential and Proprietary Source: Comscore Research Paper October 2007
  • 25. Search results pages reflect and influence consumers’ brand perceptions Google Confidential and Proprietary
  • 26. “A brand is a collective perception in the minds of consumers” Paul Feldwick Google Confidential and Proprietary
  • 27. Shows what the brand is saying And what people are saying Google Confidential and Proprietary
  • 28. 28 Google Confidential and Proprietary
  • 29. Consumers associate search ranking with the CPG Example success of the company of users expect leading brands 71% to be on top of the search results page of users link placement to 36% company prominence Source: comScore, US, CPG study, October 2007 Google Confidential and Proprietary Jupiter Research / Ipsos Insight Consumer Survey, n=2.103 (Search Engine users US only), Jan 2008
  • 30. Search ads have a clear impact on brand recall Brand Affinity Purchase Intent Brand Recall (do you like it?) (would you buy it?) (do you remember it?) 1.18x 1.14x + 2.5x Source: Enquiro Research/Ipsos Interactive Services, May 2008, Aggregated Data: All Industries, all countries (UK, Germany, France) Google Confidential and Proprietary
  • 31. And search advertising has a demonstrable Technology Example impact on shaping brand attributes … Samsung UK Source: Enquiro Research/Ipsos Interactive Services, May 2008 Google Confidential and Proprietary
  • 32. Search builds brands Search is a universal consumer behaviour Be found: always on, every market, full coverage Search is the gateway to consumers’ online journey Integrate on and offline activity Search behaviour is personal and iterative Follow the consumer to drive brand equity Search results pages reflect and influence consumers’ brand perceptions Engage, listen and respond Google Confidential and Proprietary
  • 33. Q&A Dominic Allon Agency Leader Mark Howe Country Director Google Confidential and Proprietary
  • 34. Compelling Consumer Connections - Search Builds Brands Dominic Allon, Agency Leader The Search Sessions, 16 September 2008 Google Confidential and Proprietary