Real Time Marketing: Tools and Techniques to Own the Moment


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Real Time Marketing: Tools and Techniques to Own the Moment

  1. 1. Real Time Marketing: Tools and Techniques to Own the moment William Morris
  2. 2. Mental Models Drive Our Game Google Confidential and Proprietary 2
  3. 3. Roger Bannister and the Four Minute Mile Google Confidential and Proprietary 3
  4. 4. Build a Great Product 4
  5. 5. Tell Your Target About It 5
  6. 6. Win at Point of Decision According to Procter & Gamble, shoppers make up their minds about a product in three to seven seconds, just the time it takes to note a product on a store shelf. This time lapse is called (by P&G) the“First Moment of Truth," and it's considered the most important marketing opportunity for a brand. — Wall Street Journal, 2005 Google Confidential and Proprietary 6
  7. 7. The Traditional 3-Step Mental Model of Marketing • Stimulus 7 Second Moment of Truth First Moment of Truth
  8. 8. Historical “Interrupters” of Three Moment Model 8
  9. 9. More Decisions Made Before Entering Store • Where Purchase Decisions Are Made (% of Shoppers) 9 Source: SymphonyIRI, MarketPulseSurvey Series Q1 2011-Q32012 74% 74% 79% 77% 77% 77% 78% 26% 26% 22% 23% 23% 24% 22% Q1 2011 Q2 2011 Q3 2011 Q4 2011 Q1 2012 Q2 2012 Q3 2012 Before Going to the Store While Shopping in the Store
  10. 10. The New Path to Purchase 10 61% of Internet users research online about products and services prior to purchase Sources: IAB/TNS/Google, Consumer Barometer, Worldwide, May 2012. Motorola Solutions, June 2012 69% of those who research online use a search engine before purchase 48% search offers while in-store
  11. 11. The 4 Moment Mental Model 11 First Moment of Truth Second Moment of Truth Stimulus Which becomes the next person’s ZMOT
  12. 12. • TV no longer commands our full attention We often move from one screen to another while shopping Base: Have Started Activity on One Device & Continued on Another (1455). Q. For the activities listed below, think about the last time you started each activity on one device and then continued or finished the same activity on another device. Please select which device you started and then continued on. If you have not done this, select “I have not done this”. 67%of us start shopping on one device and continue on another 77%of TV viewers use another device at the same time in a typical day 12 Multiple Device Use and Device Toggling is Now the Norm
  13. 13. How to Go Multi-Screen: 13 Brand messaging consistent across TV, tablets and mobile phones Make sure your site loads quickly and clearly on any mobile device Try click-to-call ads Advertise via mobile apps and mobile video ads Add email reminders and alerts across devices
  14. 14. Win Wandering Shoppers 14 • of shoppers say that online coupons or promo codes will close a deal for them when they’re undecided of online shopping carts are abandoned by the shoppers before they get to a purchase 70% 78%
  15. 15. Help Consumers Buy with Their Eyes 15 of consumers report using YouTube to browse and research retail companies 68% more likes and comments than those without photo content. Add Video 60% Social network posts with photos get Add Images
  16. 16. Build Trust with Answers 16 say they actually prefer online customer service to phone calls or in-person consultations 1in5
  17. 17. Join the Attribution Revolution 17 putting value on every step of the way that got Jane there vs. measure the last click Jane saw a mobile ad, a banner ad on a news story she searched, she watched a video then she clicked on an ad came to my site and became one of my best customers
  18. 18. Dermablend Supercharges Brand Awareness and Drives Consumer Engagement With YouTube Masthead Capitalize upon prime media real estate while content is relevant to consumers Dermablend showcased the advantages of its leg and body cover product through a high impact ad unit using sight, sound, and motion 18