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Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
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Wolfgang client breakfast briefing (wordpress edition)

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Slideshow from Wolfgang Digital client breakfast on 24/1/13. …

Slideshow from Wolfgang Digital client breakfast on 24/1/13.

See for more details: http://www.wolfgangdigital.com/digital-marketing/client-breakfast-slides/

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  • As you know 95% of Irish use Google as default browser and the no 2 search engine is YT.
  • 1 Who has heard of the 2 Start – story about buying a TV
  • We asked shoppers 4 key questions to an audience of over 5,00 shoppers around When? What? How and Why?
  • Shoppers are not replacing traditional source nodes with new source nodes. Rather, they are dramatically increasing their activity to accommodate new information.
  • Shoppers are not replacing traditional source nodes with new source nodes. Rather, they are dramatically increasing their activity to accommodate new information.
  • The sales funnel isn’t really a funnel any more
  • 1. Show up in the right placeGo Multi-Screen, Win local ZMOT with Mobile, Be a Leader in T-Commerce, Use Affiliate Marketing to Win Wandering Shoppers2. Show Up More OftenMix Brand Wit Non-Brand at ZMOT, Manage with Bids, not Budget, Activate Feeds3. Show up with the Right ContentWin with Loyalty, Convenience and Speed, Focus on Customers over Clicks, Help Consumers Buy With Their Eyes, Build Trust with Answers and Social Signals4. Measure UpMeasure Macro and Micro Conversions, Join the Attribution Revolution, 5. Cross-shopping behavior is snowballing
  • Google AdWords is always changingGoogle want Advertisers to win – 96% Rev. from advertising
  • - Google Merchant Centre is a tool which helps you upload your product listings to be used for Google Shopping, Google Product Ads, and Google Commerce Search.
  • - Google Merchant Centre is a tool which helps you upload your product listings to be used for Google Shopping, Google Product Ads, and Google Commerce Search.
  • - Google Merchant Centre is a tool which helps you upload your product listings to be used for Google Shopping, Google Product Ads, and Google Commerce Search.
  • - Google Merchant Centre is a tool which helps you upload your product listings to be used for Google Shopping, Google Product Ads, and Google Commerce Search.
  • - Google Merchant Centre is a tool which helps you upload your product listings to be used for Google Shopping, Google Product Ads, and Google Commerce Search.
  • Transcript

    • 1. #wolfgangbreakfast
    • 2. On The Menu:1. The Irish Consumer Online – Joan Mulvihill, IIA2. “Moments of Truth” – Ross O’Connor, Google3. Search Stats – Alan Coleman, Wolfgang Digital4. Latest Google AdWords Innovations - Brendan Almack, Wolfgang Digital5. The New SEO Landscape – Alan Coleman & Ciaran Murphy, Wolfgang Digital6. Last Person Standing Quiz – iPad mini up for grabs7. Q & A
    • 3. Joan MulvihillCEO
    • 4. Ross O’Connor
    • 5. Google Zeitgeist 2012
    • 6. Build a Great Product 9
    • 7. Tell Your Target About It 1 0
    • 8. Win at Point of DecisionAccording to Procter &Gamble, shoppers make uptheir minds about aproduct in three to sevenseconds, just the time ittakes to note a product on astore shelf.This time lapse is called (byP&G) the “First Moment ofTruth," and its consideredthe most importantmarketing opportunity for abrand.— Wall Street Journal, 2005 Google Confidential and Proprietary 11
    • 9. The Traditional Mental Model of Marketing • Stimulus First Moment Second of Truth Moment of Truth 12
    • 10. The New Mental Model of Marketing (B2B) Stimulus First Second Moment Moment of Truth of Truth Which becomes the next person’s ZMOT 13
    • 11. We asked shoppers 4 key questions:When? Purchase TimelineHow far in advance do shoppers start thinking about their purchase?What? Source UsageWhat traditional and new media sources did shoppers use to helpthem decide on their purchases?How? InfluenceHow influential were each of the sources in the ultimatedecision making?Why? Information-SeekingWhy did shoppers consult the internet? What information where they lookingfor? 14
    • 12. The purchase timeline varies by Average Length of Purchase Cycle category Tech, Voters, Automotive, Fi OTC nance Health, CPGs Restaurant, CP Gs 5% 5% 8% 12% 10%More than a year 7-12 3% 5% 7% months 4-6 months before before before 2-3 months A month 4% 8% before before 3 weeks before 2 weeks 7% before A week before 4-6 days 1% before 2-3 days One day 1% 2% 6% before before 9-12 hours 8% before 5-8 hours 8% before 3-4 hours before 1-2 hours before Within the hour of my A few purchase moments before I purchased Q1 First, in TOTAL, how long were you thinking about [PIPE] before you actually PURCHASED it/them? Base: N=5,003 Source: Google/Shopper Sciences, Zero Moment of Truth Study Apr 2011
    • 13. Shoppers today are able to process an enormousamount of information Shoppers today use twice as many sources to arrive at a decision Avg # Sources Used 10.4 5.27 ? 2010 2011 2012 Q2 When you were considering purchasing [PRODUCT], what sources of information did you seek out to help with your decision? Base:N=5,003 Source: Google/Shopper Sciences, Zero Moment of Truth Study Apr 2011
    • 14. Shoppers use a range ofsources, dependingofonsources whenof decisionShoppers can range from using an average 5.8 type choosing a Restaurantto a high of 18.2 sources used by Automobile shoppers.Average # of Sources Used by Category 18.2 14.8 14.7 10.8 11.7 9.8 10.2 8.6 8.9 7 7.35.8 CPG Voters Insurance Travel Banking Automotive Investment CPG Grocery Tech Credit Card Restaurant OTC Health Health/Beauty Q2 When you were considering purchasing [PRODUCT], what sources of information did you seek out to help with your decision? Base:N=5,003
    • 15. Key Challenges that marketers face• 1. Every ZMOT Shopper is unique• 2. It’s never been easier to walk out of the store• 3. Shopping cart abandonment is at an all time high• 4. Push advertising alone isn’t enough anymore• 5. Cross-shopping behavior is snowballing
    • 16. Tips at zeromomentoftruth.com• 1. Show up in the right place• 2. Show Up More Often• 3. Show up with the Right Content• 4. Measure Up
    • 17. www.zeromomentoftruth.com 21
    • 18. How Important is Search?
    • 19. Traffic Sources
    • 20. Irish Love Search
    • 21. Ranking Reflects Brand Importance
    • 22. Google AdWords InnovationsBrendan Almack, Wolfgang Digital
    • 23. Dynamic Search Ads • Show ads based on the content of your website • Google reference the organicKeywords search index of your website • Ad text headline and landing page automatically generated
    • 24. Dynamic Search Ads – Problem Solved
    • 25. Product Listing Ads
    • 26. Product Listing Ads • Search ads that include richer product information. • Need a Google AdWords Account • Google AdWords + Merchant Centre
    • 27. Product Listing Ads – In Action • Conversion rate doubledCeltic Wedding • 50% increase in SalesRings PLA Image • Conversion Rate Doubled • 50% Increase In Sales
    • 28. Google Display Network (GDN) • A Particular Website • Your Interests • Age • Gender • Re-marketing • Advanced Combinations
    • 29. Display Behaving Like Search? • GMail Targeting • Conversion Rate x 3 • Conversion Rate ≈ Search
    • 30. The New SEO Landscape
    • 31. SEO & Pro Cycling
    • 32. Larry & Sergey (really cool guys)Slide  43
    • 33. “Gaming” Google
    • 34. White Hat & Black Hat
    • 35. Cheats Got Caught
    • 36. Humans V Robots
    • 37. Technological Singularity
    • 38. Penguin UpdatePenalised “over optimisation” of inbound linksHere’s a great place to buy tennis shoes online (x50,000)
    • 39. High Profile Casualties
    • 40. Handing Back Titles
    • 41. Typical Reaction• Trying to complain to Google• Ramping up AdWords spend• Unlinking like crazy• Then waiting……
    • 42. New SEO LandscapeNew Pillars of SEO: Growing Website Natural Inbound Links Social Signals Authorship
    • 43. ContentMarketing
    • 44. Quality Content StrategyVoice/Tone Goals Audience Social Media Channels
    • 45. Off-Site On-Site
    • 46. Content - Article
    • 47. Infographic’s – So Hot
    • 48. Dollar Shave Club Video Content
    • 49. Paddy Power
    • 50. Distribution• Uploaded to Blog• Shared through relevant Social Media Channels – Facebook, Twitter, LinkedIn• Google Plus• Why Google Plus?
    • 51. Images & CTR
    • 52. Reporting• Social Engagement• Keyword Ranking• Traffic• Newsletter Sign-ups• Branded Searches• Leads & Sales
    • 53. So it’s Social Media Marketing, yes? Social Media Content Marketing Marketing Centre of Social Media Channels Your Website Gravity Objective Branding, Customer Demand Generation Service
    • 54. Far Reaching BenefitsSearch: Future-proof Google Rankings Long Tail keyword rankingsSocial: Community building Deepen relationships Develop new relationshipsNet Effect: TRUST More Traffic Higher Conversion Rate
    • 55. Full Funnel Engagement Display SearchSlide  71
    • 56. Viral Growth
    • 57. Ripe For Disruption?
    • 58. In the future, media spend will be the price a business pays, fornot capitalising on the content marketing opportunity.
    • 59. Content Marketing Summary There are no shortcuts in SEO anymore Content Marketing is your new best friend Content – (Strategy + Architecture) = Noise Full Funnel Engagement = TRUST We’re going to earn an audience rather than buy one.
    • 60. The Donkey is OK"Im pleased to confirm the donkey is alive and well," Kei Kawai, group productmanager for Google maps
    • 61. Last Person Standing Quiz Your chance to win an:
    • 62. Game Rules• All questions are multiple choice (A or B).• Raise your right hand if you think A is the correct answer.• Raise your left hand if you think B is the correct answer.• If you get an answer wrong, you must sit down.• Last one standing wins!
    • 63. 1. What percentage of Irish consumers do online research before making a purchase?A) 35%B) 45%
    • 64. 1. Answer - B45% of Irish consumers do online researchbefore making a purchase.
    • 65. 2. Which of these is the more expensive AdWords click in Ireland?A) Trading ToolB) Online Casino
    • 66. 2. Answer - A“Trading Tool” costs €51.37“Online Casino” costs €43.94
    • 67. 3. Who has more followers on Twitter?A) Kim KardashianB) Barack Obama
    • 68. 3. Answer - BBarack Obama has almost 26 million followers.Kim Kardashian “only” has 17 million.
    • 69. 4. What was Wolfgang Digital named after?A) 18th Century music composerB) A goldfish
    • 70. 4. Answer - BWolfgang Digital was named after the companypet goldfish. RIP Wolfgang
    • 71. 5. How many advertisers were banned from Google in 2012?A) 98,000B) 889,000
    • 72. 5. Answer - B889,000 advertisers were banned last year!
    • 73. 6. How many Google searches are made every second worldwide?A) 33,333B) 26,667
    • 74. 6. Answer - AThere are 33,333 Google searches performedevery second (2 million per minute) around theworld.
    • 75. 7. What brand has more “likes” on Facebook?A) Coca ColaB) Disney
    • 76. 7. Answer - ACoca Cola has more ‘likes’ with 57 million.Disney has 41 million.
    • 77. 8. What was Google’s global revenue in 2011?A) $37.9 BillionB) $50.5 Billion
    • 78. 8. Answer - AGoogle’s global revenue was $37.9 Billion in2011.
    • 79. 9. What percentage of Google searches have never been searched before?A) 16%B) 12%
    • 80. 9. Answer - A16% of all searches on Google are beingsearched for the first time.
    • 81. 10. How many Google Plus users are there worldwide?A) 500 millionB) 35 million
    • 82. 10. Answer - AGoogle Plus now has over 500 million users.
    • 83. Tie BreakerOn what date was Google founded?
    • 84. AnswerGoogle was founded on the 4th of September1998.
    • 85. Questions & Answers
    • 86. Thanks For Coming

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