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Google - Non-line (Theorie en Praktijk)

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Presentatie van Sabine van Velsen bij Online Marketing Amersfoort OM033. Sabine gaat in hoe je met klantgericht denken online je winkelend publiek kan bereiken.

Presentatie van Sabine van Velsen bij Online Marketing Amersfoort OM033. Sabine gaat in hoe je met klantgericht denken online je winkelend publiek kan bereiken.


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  • 1. Google Confidential and ProprietaryNon-line:Theorie & Praktijk!Sabine van Velsen,Industry Leader Retail Google NL18 June 2013 @ Online Marketing Amersfoort
  • 2. Google Confidential and ProprietaryThe future is now!Video consumer behavior
  • 3. CONSUMER CHANGESChanging consumer behaviour process
  • 4. First  Moment  of  Truth  Second  Moment  of  Truth  S3mulus  Pre-­‐shopping  |    In-­‐store  |  In-­‐home  At  shelf  In-­‐store  Experience  Source:    Google/Shopper  Sciences,  Zero  Moment  of  Macro  Study,  Apr  2011  N  =  5,000      www.thinkwithgoogle.com/insights  Leading to a new buyingM O D E L
  • 5. 5  Source:    Google/Shopper  Sciences,  Zero  Moment  of  Macro  Study,  Apr  2011  N  =  5,000      www.thinkwithgoogle.com/insights  And a new buyingP R O C E S
  • 6. MEGATRENDSChanging consumer behaviour affecting advertisers
  • 7. Google Confidential and Proprietary 7Google Confidential and Proprietary 7AUDIENCEOPTIMISEDALWAYS OPENALLSCREENSATTRIBUTE & MEASURE
  • 8. Trends  Grocery  &  Food  Retailers  
  • 9. 1ConnectedB E H A V I O U R2ConnectedACROSS SCREENS3The rise of onlineV I D E O
  • 10. ConnectedBEHAVIOUR
  • 11. The essential constantC O M P A N I O N150Average number of time smartphone usersLOOK AT THEIR PHONESImage: via Flickr: by beeboh☆ | @Bothaynaa
  • 12. Today’s Consumers areCONSTANTLY CONNECTING70%Smartphone penetration will hitTHISYEARSource: GfK Trends in Digitale Media’ van Intomart GfK. Telecom Paper October 2012
  • 13. Shift from Desktop toM O B I L E F I R S TImage: via Flickr: by Thesilein
  • 14. SOWHAT?
  • 15. Consumers expectI N F O R M A T I O NAnywhere, anytime64%prior to making a purchaseR E S E A R C H O N L I N EImage: via Flickr by TGKW, Source: Consumenten Barometer, 2012
  • 16. 45%conduct research on mobileI N S T O R EImage: via Flickr by TGKW, Source: Cisco, January 2012Consumers expectI N F O R M A T I O NAnywhere, anytime
  • 17. 17%after checking with smartphoneC H A N G E D T H E I R M I N DConsumers expectI N F O R M A T I O NAnywhere, anytimeImage: via Flickr by TGKW, Source: Cisco, January 2012
  • 18. The trainhas leftalready
  • 19. T O M O R R O Wis already happening
  • 20. T O M O R R O Wis already happening
  • 21. ConnectedACROSS SCREENS
  • 22. Context usually drivesS C R E E N C H O I C EOn the go Ease Focused/longer activities
  • 23. Sequential cross-screening isC O M M O N P L A C E90%MOVE BETWEEN DEVICESto complete a task onlineSource:  The  New  Mul3-­‐screen  World:  Understanding  Cross-­‐PlaSorm  Consumer  Behaviour,  Google/Ipsos,  Sept  2012  
  • 24. 67%MOVE BETWEEN DEVICESwhen shopping onlineConsumers now take aC R O S S – S C R E E Npath to purchaseSource:  The  New  Mul3-­‐screen  World:  Understanding  Cross-­‐PlaSorm  Consumer  Behaviour,  Google/Ipsos,  Sept  2012  
  • 25. Search is the criticalC O N N E C T O Rbetween screens
  • 26. The rise of onlineVIDEO
  • 27. How many Gangnam Style views wereCARRIED OUT ON MOBILE?
  • 28. 30%90%15%Online video is key toR E S E A R C H I N GPotential purchases
  • 29. Be  a  customer,  think  about  their  research  and  buying  process,  and  make  it  a  seamless  experience,  on  all  devices  at  all  3mes  
  • 30. Dutch RetailerCases
  • 31. Prominent  using  Street  View  on  Google  Maps    
  • 32. TuinFlora.com using Google ShoppingAbout TuinFlora.comFamily owned business in export of flowerbulbs, seeds, and plants. They have beenexporting since 1900 to the US and theUK. Today almost all of Europe and theUS.Marketing Goal:•  Increase online sales•  Expand internationallySolution:•  Launched 5 PLA campaigns (export)Tactics:•  Launch PLA in NL & export markets•  Optimize campaignsResults:•  40% QoQ increase in overall conversions•  20% QoQ decrease in CPA•  40% QoQ growth in spendIn our sector images have a higher impact than usual,therefore we pay our photographer per conversion to keepgetting the best material.- Melvin Jansen
  • 33. Be  a  customer,  think  about  their  research  and  buying  process,  and  make  it  a  seamless  experience,  on  all  devices  at  all  3mes  
  • 34. The essentialsG O O G L EImage: via Flickr: by beeboh☆ | @Bothaynaa•  www.google.com/trends•  www.thinkwithgoogle.com•  www.consumerbarometer.com•  www.google.com/intl/nl/adwords/globaladvertiser/marketfinder.htmlsabinev@google.com