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180fusion and Google Seminar - The Future of Search

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180fusion and Google Seminar - The Future of Search

  1. 1. Google Confidential and Proprietary 2014 Year in Search
  2. 2. Google Confidential and Proprietary WELCOME 1. 180Fusion Backpack 2. Google Gym Bag DROP YOUR BUSINESS CARD TO WIN A PRIZE
  3. 3. Google Confidential and Proprietary Bo Pulito Strategic Partner Manager, Google ● 6+ Years Ad Tech Experience ● Focus on emerging business platforms and products ● Advisor and Consultant to Venture and Ad Technology companies ● MBA, UCLA Anderson
  4. 4. Google Confidential and Proprietary Scott Cohen CEO, 180Fusion • 17+ years in software and internet sector • 180fusion awarded Inc 500 fastest growing private companies & Top 20 Best Places to Work • Contributor to Wired, Tech.com,Social Media Today, Search Engine Journal • Guest Lecturer at USC Marshall School of Business, Georgetown, and UofA • Board of Directors of Non Profits & Privately Held Tech companies • Previous Software Company acquired by IBM
  5. 5. Google Confidential and Proprietary Talking Points ❏ Technology ❏ Consumer Behavior ❏ Marketing
  6. 6. Google Confidential and Proprietary Tech Trends - CES
  7. 7. Google Confidential and Proprietary
  8. 8. Google Confidential and Proprietary Technology Trends ❏ Internet of Things (IoT) ❏ Mobile ❏ Personalization
  9. 9. Google Confidential and Proprietary IoT: Hyperconnectivity
  10. 10. Google Confidential and Proprietary Google Confidential and Proprietary Mobile: The Central Internet Hub
  11. 11. Google Confidential and Proprietary Mobile searches have surpassed Desktop Source: ComScore Data 2014 2011 2012 2013 2014 2015 2016 50% OF DEMAND FROM MOBILE USERS
  12. 12. Google Confidential and Proprietary Google now Personalization: The Internet of “Me”
  13. 13. Google Confidential and Proprietary Marketing Theory
  14. 14. Google Confidential and Proprietary Source: Google/Shopper Sciences, Zero Moment of Truth Macro Study, U.S., April 2014
  15. 15. Google Confidential and Proprietary #ofusers(millions) years Radio TVInternet iPhone Source: hannemyr.com/essay/diff.html macworld.com Tablets Unprecedented Device Adoption Rates
  16. 16. Google Confidential and Proprietary Path to purchase resembles a web
  17. 17. Google Confidential and Proprietary Model Updated: The 4-Moment Mental Model First Moment of Truth Second Moment of Truth Stimulus Which becomes the next person’s ZMOT
  18. 18. Google Confidential and Proprietary Marketing in Practice ❏ IoT ❏ Mobile ❏ Personalization
  19. 19. Google Confidential and Proprietary Marketing in Practice ❏ IoT ❏ Mobile ❏ Personalization Think Multi-screen Think Local Think Highly Targeted
  20. 20. Google Confidential and Proprietary Think Multi-screen
  21. 21. Google Confidential and Proprietary Video Impacts Search
  22. 22. Google Confidential and Proprietary Video is Powerful
  23. 23. Google Confidential and Proprietary Think Local
  24. 24. Google Confidential and Proprietary 51% in-store 56%of searches have local intent on the go Base: n=293 on the go smartphone searches and n=95 in-store smartphone searches. Google/Purchased Diary Q1. Where were you when you conducted the search?; Q2. Was this a local search? 1 in 3mobile searches have local intent
  25. 25. Google Confidential and Proprietary Appear on local searches on Google with Google My Business Get your local store info online Location Extensions allow customers to instantly get directions to your business or make a call directly from your ad.
  26. 26. Google Confidential and Proprietary Think Highly Targeted
  27. 27. Google Confidential and Proprietary There’s a simple way to think about this
  28. 28. Google Confidential and Proprietary Always there
  29. 29. Google Confidential and Proprietary Across the whole web
  30. 30. Google Confidential and Proprietary On both paid and organic search sparkplugdigital.com 2013
  31. 31. Google Confidential and Proprietary Land Rover Case Study
  32. 32. Google Confidential and Proprietary Midnight 3am 6am 9am 12pm 3pm 6pm 9pm On all devices, at all times of day Google internal, 2013 AT&T Nielsen, Clickstream Study, 2010 of online shopping takes place between 8pm and midnight 19%
  33. 33. Google Confidential and Proprietary Consideration Awareness Purchase of conversions occur on a non- branded keyword 33% At every stage of the funnel
  34. 34. Google Confidential and Proprietary Always relevant
  35. 35. Google Confidential and Proprietary Relevant to intent
  36. 36. Google Confidential and Proprietary Relevant to device
  37. 37. Google Confidential and ProprietaryGoogle Confidential and Proprietary Google Confidential and Proprietary Relevant to time of day
  38. 38. Google Confidential and Proprietary Relevant to content
  39. 39. Google Confidential and Proprietary Re-engage with visitors who’ve shown an interest in your products or services of people who visit a website leave without completing the actions marketers want them to take 96% of people abandon their shopping cart without completing a purchase 70% Your Ad Your Site X -Relevant to behavior
  40. 40. Google Confidential and Proprietary Relevant to behavior The Flow of Remarketing
  41. 41. Google Confidential and Proprietary 450% Dynamic remarketing can boost CTRs by Google internal, 2013 Relevant to behavior
  42. 42. Google Confidential and Proprietary 180Fusion and Google helps you complete the picture Increase Sales Lower CPAs Increase Profits Increase Customer Lifetime Value Holistic View of Marketing Strategy Your Company Here!
  43. 43. Google Confidential and Proprietary PhD Ventures, 2014 Digital Opportunity is HUGE and GROWING
  44. 44. Google Confidential and Proprietary
  45. 45. Google Confidential and Proprietary Blake Johnson Managing Partner, IMCA Capital/Prime Companies • Responsible for leading and managing the operations and direction for B2B and B2C divisions of the company • Supports thousands of businesses in providing financing products • Grew the consumer division to scale with hundreds of thousands of clients over last 5 years. • Previously grew CapNet Inc. to over $80M as one of the fastest growing financial services firms in LA
  46. 46. Google Confidential and Proprietary • Where we started • What was needed • What we did • How it turned out • Plans for the future
  47. 47. Google Confidential and Proprietary 180Fusion partnership has historically… Increased Account Performance Increased Customer Satisfaction Decreased Advertiser Churn Enhanced Google Customer Service Expanded Advertising Product Mix
  48. 48. Google Confidential and Proprietary Search Video Mobile Offers Local Site Display 300 x 250 How to Manage Effectively at Scale? Social
  49. 49. Google Confidential and Proprietary Google confidential Jump in! Google Confidential and Proprietary
  50. 50. Google Confidential and Proprietary 1. Nexus Tablet from Google 2. $500 from 180Fusion towards Adwords PPC management PRIZE DRAWING

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