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MastersGate Ecommerce Summit 2018 - Age of assistance

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Marcell Tóth, Google
https://www.mastersgate.com/ecommerce-summit

Published in: Marketing
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MastersGate Ecommerce Summit 2018 - Age of assistance

  1. 1. Marketing in the Age of Assistance Marcell Tóth International Growth Strategist - Google Marketing Solutions
  2. 2. “10 blue links” Contextual Answers Actions, not just Answers 2000 2010 Now Your sister’s birthday is on Friday. Should I make a dinner reservation?
  3. 3. Proprietary + Confidential 00 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 Did you mean? Synonyms Autocomplete Universal Search Google Instant Google Now Knowledge Graph Conversational Context-Based Search Google Assistant Images LocalProducts Video Flights Google Mobile App Voice Search Search by Image Voice Search On Desktop Actions Now on Tap Health AdWords ? Two decades of Search
  4. 4. I-WANT- TO-GO I-WANT- TO-BUY I-WANT- TO-DO I-WANT- TO-KNOW
  5. 5. NEW-DAY-NEW-ME MOMENTS I-CAN-FIX-THIS MOMENTS WHERE-DO-I-EVEN- START MOMENTS
  6. 6. Curious Impatient Demanding
  7. 7. Curious Impatient Demanding
  8. 8. Proprietary + ConfidentialSource: Google Data, US, Jan - Jun 2015 vs. Jan - Jun 2017. +100% best toothbrushes +100% best shower curtains +300% best travel pillow +150% best umbrellas +110% best olive oil
  9. 9. Confidential + Proprietary Want to check your favourite keywords & topics? www.consumerbarometer.comtrends.google.com
  10. 10. Curious Impatient Demanding
  11. 11. Proprietary + Confidential Local searches without 'near me’ have outgrown comparable searches that include ‘near me’ Source: Google Data, US, Jan-Jun 2017
  12. 12. Proprietary + Confidential increase in mobile searches for “where to buy (product)” 85% Source: Google Data, US, Jan - June 2017 vs. Jan - June 2015. More than
  13. 13. Curious Impatient Demanding
  14. 14. Proprietary + Confidential increase in same day shipping searches 2x Source: Google Data Jan - June 2017 vs. Jan - Jun 2015. US increase in travel searches for ‘today’ and ‘tonight’ 150% increase in ‘open now’ searches 3x
  15. 15. Proprietary + Confidential
  16. 16. Proprietary + Confidential HELPFUL PERSONAL FRICTIONLES S
  17. 17. Proprietary + Confidential
  18. 18. Proprietary + Confidential
  19. 19. Proprietary + Confidential Photo search Google Photos
  20. 20. Attention is key.
  21. 21. ASSISTANCE
  22. 22. Proprietary + Confidential assistance /əˈsɪst(ə)ns/ noun 1. helping people to get things done. 2. MARKETING driving growth by anticipating and satisfying INTENT throughout the consumer journey. About 63,000,000 results (0.58 seconds) define: assistance Proprietary + Confidential
  23. 23. Proprietary + Confidential
  24. 24. Proprietary + Confidential is the new ASSISTANCE BATTLEGROUND FOR GROWTH
  25. 25. Proprietary + Confidential RAM Trucks Maybelline Starbucks
  26. 26. Proprietary + Confidential
  27. 27. Proprietary + Confidential BILLION+ USERS EACH
  28. 28. Proprietary + Confidential INTENT CONTEX T IDENTIT Y
  29. 29. Proprietary + Confidential SHOW UP WISE UP SPEED UP ASSIST
  30. 30. Proprietary + Confidential SHOW UP
  31. 31. Proprietary + Confidential
  32. 32. Proprietary + Confidential 80% Paired custom intent audiences with the TrueView for action ad format. Lowering costs (CPA) by
  33. 33. Proprietary + Confidential WISE UP
  34. 34. Proprietary + Confidential
  35. 35. Proprietary + Confidential lift in purchase intent 37% lift in people searching for Sonos 420%
  36. 36. Proprietary + Confidential SPEED UP
  37. 37. Proprietary + ConfidentialSource: Google Data, Global, March 2016. 53% of visits are abandoned if a mobile site takes longer than 3 secs to load 15sthe time it takes for an average mobile page to fully load
  38. 38. Proprietary + Confidential
  39. 39. Proprietary + Confidential ways to order a Domino’s pizza 15+ of orders are online, more than half from mobile 60%
  40. 40. Proprietary + Confidential Google/Eye Square Experiment 4 ads (n=4000 YouTube weekly users, 18-64 years old), US, March 2017. 6-Second Bumper Ads TrueView Higher lift in ad recall than serving TrueView ads alone
  41. 41. Proprietary + Confidential Page speed will soon be a ranking factor for organic mobile searches
  42. 42. Proprietary + Confidential
  43. 43. Proprietary + Confidential
  44. 44. Proprietary + Confidential Age of Assistance
  45. 45. Thank You

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