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Google Digital Revolution 2014 Google Digital Revolution 2014 Presentation Transcript

  • Google Confidential and Proprietary 1 Google Confidential and Proprietary 1 Navigating the Digital Revolution February 4th, 2014
  • Google Confidential and Proprietary 2 Google Confidential and Proprietary 2 Agenda Digital Transformations Connecting with Customers Best in Class Examples
  • 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, Twitter public data, JPMorgan, all figures global Internet Users Worldwide 2013 2009 1.5 B 2.7 B
  • 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 Demand Online
  • 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
  • Google Confidential and Proprietary 8 Google Confidential and Proprietary 8 Event Meetings with sales representatives Use product Path to purchase: then
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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 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
  • 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
  • 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
  • Google Confidential and Proprietary 20 Google Confidential and Proprietary 20 Key challenges for Tech marketers Digital Integration Content Marketing Analytics
  • Google Confidential and Proprietary 21 Google Confidential and Proprietary 21 Best in Class Examples Excelling in the digital space
  • 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
  • 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
  • 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.
  • 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.
  • 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
  • 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 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
  • 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!