Google Confidential and Proprietary 1
Google Confidential and Proprietary
1
Navigating the Digital Revolution
February 4th...
Google Confidential and Proprietary 2
Google Confidential and Proprietary
2
Agenda
Digital Transformations
Connecting with...
Google Confidential and Proprietary 3
Google Confidential and Proprietary
3
Digital Transformations
The Future is Here
Google Confidential and Proprietary 4
Google Confidential and Proprietary
4Source: eMarketer, YouTube Internal Data, Twitt...
Google Confidential and Proprietary 5
Google Confidential and Proprietary
5
Google Confidential and Proprietary 6
Google Confidential and Proprietary
6
Connecting with Customers
Create & Capture Dem...
Google Confidential and Proprietary 7
Google Confidential and Proprietary
7
Today’s B2B marketing model
Zero Moment
of Tru...
Google Confidential and Proprietary 8
Google Confidential and Proprietary
8
Event Meetings with sales
representatives
Use ...
Google Confidential and Proprietary 9
Google Confidential and Proprietary
9
Research and
decide online
Buy online
Path to ...
Google Confidential and Proprietary 10
Google Confidential and Proprietary
10
B2B buyers spend majority of purchase proces...
Google Confidential and Proprietary 11
Google Confidential and Proprietary
11
Across a variety of information sources
Sour...
Google Confidential and Proprietary 12
Google Confidential and Proprietary
12
1 in 2 B2B Tech customers
are multi-device s...
Google Confidential and Proprietary 13
Google Confidential and Proprietary
13
Search is used across all stages of the proc...
Google Confidential and Proprietary 14
Google Confidential and Proprietary
14
Search interest reflects trends & innovation...
Google Confidential and Proprietary 15
Google Confidential and Proprietary
15
Videos are the multi-purpose information too...
Google Confidential and Proprietary 16
Google Confidential and Proprietary
16
Google Confidential and Proprietary 17
Google Confidential and Proprietary
17
And amplifies activity
As a result of watchi...
Google Confidential and Proprietary 18
Google Confidential and Proprietary
18
Yet uncertainty exists
When looking for prod...
Google Confidential and Proprietary 19
Google Confidential and Proprietary
19
Marketing budgets have shifted to digital as...
Google Confidential and Proprietary 20
Google Confidential and Proprietary
20
Key challenges for Tech marketers
Digital In...
Google Confidential and Proprietary 21
Google Confidential and Proprietary
21
Best in Class Examples
Excelling in the digi...
Google Confidential and Proprietary 22
Google Confidential and Proprietary
22
AdWords is a highly targeted form of adverti...
Google Confidential and Proprietary 23
Google Confidential and Proprietary
23
Paid + Natural Search Yield Best Results
Sou...
Google Confidential and Proprietary 24
Google Confidential and Proprietary
24
Cost and budget: SMEs play in a different sp...
Google Confidential and Proprietary 25
Google Confidential and Proprietary
25
Market saturation: There is room for more
ad...
Google Confidential and Proprietary 26
Google Confidential and Proprietary
26
Example of Local AdWords campaign – Domino’s...
Google Confidential and Proprietary 28
Google Confidential and Proprietary
28
Event promotion across platforms
Google Confidential and Proprietary 29
Google Confidential and Proprietary
29
Videos are Salesforce hyper-efficient reps
A...
Google Confidential and Proprietary 30
Google Confidential and Proprietary
30
Hanging out with customers
Google Confidential and Proprietary 31
Google Confidential and Proprietary
31
The digital revolution continues
Google Confidential and Proprietary 32
Google Confidential and Proprietary
32
Thank You!
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Google Digital Revolution 2014

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Google Digital Revolution 2014

  1. 1. Google Confidential and Proprietary 1 Google Confidential and Proprietary 1 Navigating the Digital Revolution February 4th, 2014
  2. 2. Google Confidential and Proprietary 2 Google Confidential and Proprietary 2 Agenda Digital Transformations Connecting with Customers Best in Class Examples
  3. 3. Google Confidential and Proprietary 3 Google Confidential and Proprietary 3 Digital Transformations The Future is Here
  4. 4. Google Confidential and Proprietary 4 Google Confidential and Proprietary 4Source: eMarketer, YouTube Internal Data, Twitter public data, JPMorgan, all figures global Internet Users Worldwide 2013 2009 1.5 B 2.7 B
  5. 5. Google Confidential and Proprietary 5 Google Confidential and Proprietary 5
  6. 6. Google Confidential and Proprietary 6 Google Confidential and Proprietary 6 Connecting with Customers Create & Capture Demand Online
  7. 7. Google Confidential and Proprietary 7 Google Confidential and Proprietary 7 Today’s B2B marketing model Zero Moment of Truth • Digital research • Customers’ first impression First Moment of Truth • Meetings • Events • Sales calls Second Moment of Truth • Relationships • Experience post purchase/adoption Stimulus • Advertisement • Referral
  8. 8. Google Confidential and Proprietary 8 Google Confidential and Proprietary 8 Event Meetings with sales representatives Use product Path to purchase: then
  9. 9. Google Confidential and Proprietary 9 Google Confidential and Proprietary 9 Research and decide online Buy online Path to purchase: now Use product and share experience See ads across screens
  10. 10. Google Confidential and Proprietary 10 Google Confidential and Proprietary 10 B2B buyers spend majority of purchase process in the Zero Moment of Truth Source: Google & Corporate Executive Board, The Digital Evolution in B2B Marketing, September 2012 Prospects complete 57% of the purchase process before they engage suppliers Self Directed Decision Making
  11. 11. Google Confidential and Proprietary 11 Google Confidential and Proprietary 11 Across a variety of information sources Source: Google & Compete B2B Customer Study, June 2012 Sample: N = 1112 - B2B Tech customers customers who researched or shopped for products or services for their business 92% 85% 56% 33% 24% Search Engines Brand Sites Peer- Generated Review Sites Video Sharing Sites Newspaper Sites Top online sources for B2B Tech customer research
  12. 12. Google Confidential and Proprietary 12 Google Confidential and Proprietary 12 1 in 2 B2B Tech customers are multi-device shoppers Source: Google/Compete B2B Tech Customer Study, June 2012 Sample of N=1139 B2B Tech customers who research Tech products on the internet B2B Tech customers research whenever and wherever they want
  13. 13. Google Confidential and Proprietary 13 Google Confidential and Proprietary 13 Search is used across all stages of the process Source: Google/Compete B2B Tech Customer Study, June 2012 Sample of N=1024 B2B Tech customers who rate search engines useful when they shop for Tech products Search engines helped B2B Tech customers while they shopped to: 56% obtain general information 48% 41% 40% 39% 24% discover brands they weren’t aware of discover brands they were aware of but hadn’t previously considered compare prices across brands compare features across brands decide which brands to purchase from
  14. 14. Google Confidential and Proprietary 14 Google Confidential and Proprietary 14 Search interest reflects trends & innovations Source: Google Internal Data, January 2010 to April 2013; a subset of non-brand key categories keywords
  15. 15. Google Confidential and Proprietary 15 Google Confidential and Proprietary 15 Videos are the multi-purpose information tool B2B Tech customers use video to: Source: Google/Compete B2B Tech Customer Study, June 2012 Sample of N=645 B2B Tech customers who watch online videos while researching or shopping for products or services for their business 51% understand specific features of a product/service 49% understand how a product/service works 47% obtain general information 43% get more information about specific brands they are interested in
  16. 16. Google Confidential and Proprietary 16 Google Confidential and Proprietary 16
  17. 17. Google Confidential and Proprietary 17 Google Confidential and Proprietary 17 And amplifies activity As a result of watching videos about Tech business products online, B2B Tech customers took the following actions: Source: Google/Compete B2B Tech Customer Study, June 2012 Sample of N=645 B2B Tech customers who watch online videos while researching or shopping for products or services for their business 51% visited a Tech brand/vendor website 56% searched online for more information 1 in 3 purchased the Tech business product online
  18. 18. Google Confidential and Proprietary 18 Google Confidential and Proprietary 18 Yet uncertainty exists When looking for products or services for their businesses: Source: Google/Compete B2B Tech Customer Study, June 2012 Sample of N =1231 B2B Tech customers who research or shop for products or services for their business of B2B Tech customers are unsure what company they will purchase from 61% 74% of B2B Tech customers consider 3 or more brands when purchasing
  19. 19. Google Confidential and Proprietary 19 Google Confidential and Proprietary 19 Marketing budgets have shifted to digital as well Source: IDC Tech Benchmarking Study, 2009 to 2012 123% growth in digital marketing spend allocation over 3 years 13% 19% 26% 29% 21% 12% 13% 10% 17% 16% 17% 21% 2009 2010 2011 2012 Digital Marketing Traditional Marketing Events Tech marketing spend allocations 2009-2012
  20. 20. Google Confidential and Proprietary 20 Google Confidential and Proprietary 20 Key challenges for Tech marketers Digital Integration Content Marketing Analytics
  21. 21. Google Confidential and Proprietary 21 Google Confidential and Proprietary 21 Best in Class Examples Excelling in the digital space
  22. 22. Google Confidential and Proprietary 22 Google Confidential and Proprietary 22 AdWords is a highly targeted form of advertising Relevant keywords Attractive ad messaging Highly qualified leads Geographic targeting • Highly relevant Ad format because it targets prospects when they are ready to purchase and it is designed to preserve user experience • “Direct response” type of Ads as takes prospects directly to the advertiser’s website • Maximised Ads ROI as Advertiser only pays when prospects are brought to its website Pay Per Click pricing model and Ad Ranking based on observed Ad relevancy
  23. 23. Google Confidential and Proprietary 23 Google Confidential and Proprietary 23 Paid + Natural Search Yield Best Results Source: Studies Show Search Ads Drive 89% Incremental Traffic, Research @ Google, July 21, 2011. studies show search ads drive 89% incremental traffic
  24. 24. Google Confidential and Proprietary 24 Google Confidential and Proprietary 24 Cost and budget: SMEs play in a different space • Big companies tend to target national markets yet 84% of smartphone users, for example, seek local information. • SMEs can compete by using location targeting and geo-targeted keywords so that their ads only appear when somebody is in a place or searching for a place. • Further, big companies tend to compete over high value keywords. By setting up an account with fewer high value keywords that are more targeted to your business, you can play in a different space.
  25. 25. Google Confidential and Proprietary 25 Google Confidential and Proprietary 25 Market saturation: There is room for more advertisers, even with smaller budgets • If your competitors all advertise online, it must work… marketing online will help you gain some of their market share. • Optimise your campaign to ensure your ads are visible. • If you only sell locally, target ads to your local area, so you won’t spend money advertising to other parts of the country.
  26. 26. Google Confidential and Proprietary 26 Google Confidential and Proprietary 26 Example of Local AdWords campaign – Domino’s Pizza • domino pizza • dominoes • dominoes pizza • dominoes pizzas • dominos • dominos pizza • dominos pizza • dominos pizza menu • order pizza online • perfect pizza • pizza • pizza delivery • pizza online Keyword targeting Ad Creatives Landing page selection Geographic targeting Business targets only the areas around its stores Selects a list of relevant keywords for which the ads should be displayed Develops clear messaging and drive action Ad links to clear, relevant landing page
  27. 27. Google Confidential and Proprietary 28 Google Confidential and Proprietary 28 Event promotion across platforms
  28. 28. Google Confidential and Proprietary 29 Google Confidential and Proprietary 29 Videos are Salesforce hyper-efficient reps Assumptions: a. Average video view is 2 minutes b. Average hyper-efficient rep pitches 8 hours a day, no breaks 33,000 views a day = 217 hyper-efficient reps
  29. 29. Google Confidential and Proprietary 30 Google Confidential and Proprietary 30 Hanging out with customers
  30. 30. Google Confidential and Proprietary 31 Google Confidential and Proprietary 31 The digital revolution continues
  31. 31. Google Confidential and Proprietary 32 Google Confidential and Proprietary 32 Thank You!

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