BIC5 Ian morgan google uk Making the Web Work for You 2012

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BIC5 Ian morgan google uk Making the Web Work for You 2012

  1. 1. Making the Webwork for youIan Morgan, Industry Leader, Google UKMay 2012
  2. 2. The UK is leading the world online Internet   Online economy  worth   Sales £100bn   11% of total 60%   driven  by   consump3on   Online   27%  of   7.2% total  UK     ad  market     of GDP
  3. 3. The Traditional Mental Model ofMarketing Stimulus First Moment of Second Moment of Truth Truth3
  4. 4. Introducing……. …the moment a consumer grabs their laptop, smartphone or tablet device to learn about something they are thinking about trying or buying.
  5. 5. PURCHASEADVERTISING
  6. 6. Consumers are hyper-informed Online sources considered before making purchase 18 90% of European internet 12 users go online to search for products & services 10 76
  7. 7. 4 trends that will define futureMo  So  Lo  Co   Mobile   Social   Local   Commerce   Mobile  enables  new  kinds  of   40%  of  tweets  are  sent  from  a   50%  of  Google  Maps  usage  is  on   74%  used  mobile  in  shopping   interac3ons   mobile  device   mobile   process   7  
  8. 8. The future is Cloud-basedThe future is Mobile
  9. 9. Unprecedented adoption rates adoption of digital devices only continues to accelerate tablets iPhone TV Radio 50   Internet 45   40   # of users (000) 35   30   25   20   15   10   5   0   0   1   2   3   4   5   6   7   8   9   10  11  12  13  14  15  16  17  18  19  20  21  22  23  24  25  26  27  28  29  30  31  32  33  34  35  36  37  38   yearsSource: hannemyr.com/essay/diff.html 2000, macworld.com, 2010 9 Google confidential
  10. 10. Mobile will surpass desktop soon Global Mobile vs. Desktop Internet Population, 2007-2015 Mobile Internet Users Desktop Internet Users 2000 1600 GlobalInternet 1200 Users (MM) 800 400 0 2007 2008 2009 2010 2011 2012 2013 2014 2015 Source: Morgan Stanley Research, April 2010
  11. 11. 5B people own a mobile device worldwide1B people will use mobile as their primary internet connectionSource: comScore, Pew 2012, Google 2012.
  12. 12. Smartphone Ownership is on the Rise UK UK 30% 45% UK DE DE 18% 23% FR FR US US JP JP 27% 38% ES ES 31% 38% 6% 17% 33% 44% Phase 1 (Jan+Feb 2011) Phase 2 (Sept+Oct 2011) Google confidential
  13. 13. 24%  vs  45%   UK  Smartphone  penetra3on  2010  to  2012   14m  vs  22m   UK  mobile  internet  users  2010  to  2012  ComScore Mobile Media Metrix Feb 2012
  14. 14. 50% start with a searchof  mobile  internet  users  +223% YoYfor top 1000 commercial queries via mobile
  15. 15. Companies are lagging behind users!   33 % Q. Does your company have a mobile optimized website? 17% Mobile optimized means a 12% website that is formatted or developed specifically to be used on a mobile device 37 % 43 % 44Base: Advertisers (US: 200; UK: 200, FR: 200; DE: 200; JP:200).
  16. 16. So - Choice & sharing are accelerating− 845m monthly active − 250m monthly active users − 1 trillion views in 2011users − 500m users signed up − 1 hour uploaded/second− 2.7b likes/comments a day − 340m tweets sent/day − 3 billion hrs watched− 250m photos uploaded/ Each monthday 16
  17. 17. RecommendationsInfluence Purchases71% 84% Say reviews fromfamily members or Use online sources when deciding what friends influence to buypurchase decisionsHarris Interactive 2010 Google research study 2011
  18. 18. What if we surfacedrecommendationswhen they mattered most?
  19. 19. So - +1 ButtonStand out on Google search with recommendations when you need them Social Annotations result in ~5-10% increase in CTR!
  20. 20. YouTube Super Charges Social
  21. 21. Lo - location is everything   40%of mobile web searches are local Over 50% of global Google Maps usage is After looking up Mobilea local business on their smart phone,61% of users called the business and 59% visited. 21  
  22. 22. Co – direct purchase on mobile   600% 10% One Thirdgrowth in mobile sales since of all bets made come of UK shoppers engaged in m- June 2010 through mobile commerce during Christmas 22  
  23. 23. Co - Think like a retailerWebsite Optimizer A/B & Multivariate tests Measure and iterate 23
  24. 24. Co - Ecommerce becoming commerceDirect Cube Delhaize Supermarket, Brussels Central Station Google Wallet – Tap and Pay 24Tesco’s Home Plus, Underground Station South Korea Google Wallet – Coupon Redemption
  25. 25. Co - Mobile is Transforming EverydayShopping Behaviour 45% 24% 21% Have changed their Of Smartphone Intentionally carry a mind about owners use the Smartphone when purchasing a product phone in their shopping to or service in store as purchase process compare prices and a result of information for information gathered on their Smartphone Google confidential
  26. 26. Co - To win on the high street, retailers mustbe masters of multi-channel retailing TV STORES DIRECT MAIL WEBSITES AD NETWOR KS MOBILE CALL CENTRES ONLINE CHAT SOCIAL
  27. 27. And ensure that they have one unifiedcustomer facing proposition across allchannels L E L E S EC E P
  28. 28. What is the effect of digital on offlinesales? Attributing sales directly to acquisition channel misses the cross channel effect of marketing spend. Vodafone  conducted  an  Online  2  Store  test.     Objec<ve:  create  a  measurable  difference  in   AdWords  spend  between  test  and  control   regions  and  determine  the  impact  on   instore  sales. 28
  29. 29. What is the effect of digital on offlinesales? Measuring ROPO effect indicates that 60% of all financial product purchases are preceded by internet research Deutsche  Bank  study  measured  the  effect  of   Research  shows  online  channel  is  of   search  on  offline  sales.  Data  output  based   fundamental  importance   on  GFK  20,000  household  research  FMP   panel  who  report  to  GFK  on  financial   Share of new contracts, by research and sales channel, (%) product  adop<on  within  test  period.   Research online / Research 48.6% of financial product purchases Purchase online online / ROPO Effect 49% in branch are preceded by online Purchase research for this product 10.8% offline 48.6% 48.6% Attributing only 10.8% of the sales that are driven by an ‘end to end’ online to Research 11% the internet would heavily undervalue offline / this channel in the channel mix Purchase Research offline offline / For every sale completed end to end 37.8% Purchase online, another 4.5 are made in store online 4.5x by people who have previously used 2.7% the internet in their research process 29
  30. 30. 4 trends that will define future  Mo  So  Lo  Co   Mobile   Social   Local   Commerce   Mobile  enables  new  kinds  of   40%  of  tweets  are  sent  from  a   50%  of  Google  Maps  usage  is  on   74%  used  mobile  in  shopping   interac3ons   mobile  device   mobile   process   30  
  31. 31. Mobile FirstThank YouIan Morgan, Industry Leader, Google UKMay 2012

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