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Integrated web-based                    dialogueRichard Robinson,Industry Leader , Google                            Googl...
Internet users worldwide2010   1.8 B       Mobile Subscribers2010               4.6 B       Digital information in the wor...
Internet users worldwide2010   1.8 B2020              5B       Mobile Subscribers2010               4.6 B2020             ...
For Business, The Web is The First Point of  Research                                                                    S...
Notion of the “Hyper-Active” Lead:     Create meaningful interactions through understanding their Buying Stage, Role and N...
Its an integrated world, customers are in contactwith numerous info points on the path to purchase        Blogs        Web...
Online Research Before Business Meeting         This…                Before This…
Meeting New Business Contacts Online First         This…                Before This…
Online Demos Before Connecting at a TradeShow        This…                 Before This…
Business is No Longer Location Bound       This…                Instead of This…                                          ...
Blurring of boundariesAcceleration of everything
Video                        1/3      of all                      Internet traffic is                        online video ...
Salesforce.com use video for customerengagement       7,500 video views a day =          46         hyper-efficient reps  ...
Mobile                                         April 10                                                      April 11     ...
Being Visible Increasingly Means Mobile       Nearly half (47%) of Europe’s business                                      ...
Mobile Also Drives Business Transaction                                                                                   ...
Social      Over 850 million people on social networking sites            600 million users on Facebook                   ...
But . . . a page on a social networking site isnot a social strategy                        18
Integrate Social Efforts Across Platforms                                            1                                    ...
20
Better retargeting leads to better understanding inconversion attribution                                                S...
Use analytics and integrated marketing platforms in a multi-channel worldAnalytics                                        ...
What next?More engaging   More socialMore local      More mobile
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Richard Robinson Presentation

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Richard Robinson Presentation

  1. 1. Integrated web-based dialogueRichard Robinson,Industry Leader , Google Google Confidential and Proprietary 1
  2. 2. Internet users worldwide2010 1.8 B Mobile Subscribers2010 4.6 B Digital information in the world – videos, photos, music, texts, etc.2010 800 exabytes Google Confidential and Proprietary
  3. 3. Internet users worldwide2010 1.8 B2020 5B Mobile Subscribers2010 4.6 B2020 10 B Digital information in the world – videos, photos, music, texts, etc.2010 800 exabytes2020 53 zettabytes and Proprietary Google Confidential
  4. 4. For Business, The Web is The First Point of Research Small For 99% of Business Owners, 65% of the C-Suite Search Engines are the 100% ofPolicy conduct 6+ work-related most effective tool for Influencers use the Searches daily finding suppliers Web to research the issues Base: C-level title, business decision-maker at company with annual revenues $1B+ Government staff (federal/state/local), NGO and think tank employees active in policy research Business professionals involved in purchase decision making at companies of 1-500 employeesSource: Google/Forbes Insights, 2009; Google/Slack Barshinger, 2009; 4
  5. 5. Notion of the “Hyper-Active” Lead: Create meaningful interactions through understanding their Buying Stage, Role and NeedsSource: Google/TechTarget How IT buyers Search Online During the Purchase Google Confidential and Proprietary 5Process, 2009
  6. 6. Its an integrated world, customers are in contactwith numerous info points on the path to purchase Blogs Webcasts White papers Podcasts Videos Physical trade shows Vendor demos Trial Software Search Mobile Online communities / social media Email Newsletters Trade articles 6Source: Google/TechTarget How IT buyers Search Online During the Purchase
  7. 7. Online Research Before Business Meeting This… Before This…
  8. 8. Meeting New Business Contacts Online First This… Before This…
  9. 9. Online Demos Before Connecting at a TradeShow This… Before This…
  10. 10. Business is No Longer Location Bound This… Instead of This… 1 0
  11. 11. Blurring of boundariesAcceleration of everything
  12. 12. Video 1/3 of all Internet traffic is online video 2bn videos watched per day 48 hours of video uploaded to YouTube every minute 1 2
  13. 13. Salesforce.com use video for customerengagement 7,500 video views a day = 46 hyper-efficient reps a) average video view is 2 minutes Assumptions b) average hyper-efficient rep pitches 8 hours a day, no breaks 1 3
  14. 14. Mobile April 10 April 11 24% 36% of the UK now have smartphones now have smartphones of the UK 4% 15% UK Queries coming from UK Queries coming from mobile mobile 176% YOY growthSource: IAB Mobile Adspend Study, April 2010
  15. 15. Being Visible Increasingly Means Mobile Nearly half (47%) of Europe’s business iPhone 4G & Android X elite access content via a smartphone on a weekly basis Google B2B-related Mobile Query Growth* HTC Incredible Smartphone Launches Moto Droid & Eris Android Nexus One iPhone 3GS Android G1 Android myTouch iPhone 3G Blackberry Storm iPhone Palm Pre*Based on a basket of the top 27,000 words within the B2B vertical.Source: Google Internal Data 1 5
  16. 16. Mobile Also Drives Business Transaction 59% would rather make a business-related 65% are comfortable purchase over the mobile web than making a business- over the phone 79% of execs are related purchase on a mobile devicecomfortable providing business contact information to a mobile website Source: Google and Forbes Insights “B2B Trends in Mobile & Online Video Study” December 2010 Q: I am comfortable providing business contact information to a mobile website; I am comfortable making a business-related purchase on a mobile device; I would rather make a business-related purchase over the mobile web than over the phone. (strongly agree, agree, don’t know, disagree, strongly disagree) 1 6
  17. 17. Social Over 850 million people on social networking sites 600 million users on Facebook 600 million users on 90 million tweets per day on Twitter 20% Tweets contain reference to a product or brand50%+ of YouTube videos have been rated or commented on 17
  18. 18. But . . . a page on a social networking site isnot a social strategy 18
  19. 19. Integrate Social Efforts Across Platforms 1 9
  20. 20. 20
  21. 21. Better retargeting leads to better understanding inconversion attribution Search click Display network DisplayMagazine NY view Affiliate blog iVillage Google CONVERSION 05/15/11 05/30/11 06/11/11 06/11/11 06/12/11 06/12/11 07:32:21 PM 12:41:08 AM 03:25:02 PM 08:21:09 PM Display view AM 10:25:05 10:32:57 AM Display Affiliate click network Floodlight Advertiser site tagging Display Display view Affiliate click Display view this Search click Advertiser site network tracks Call centre Sale Sales rep Resellers
  22. 22. Use analytics and integrated marketing platforms in a multi-channel worldAnalytics Lead NurturingSite DataTraffic Data Marketing AutomationClickstream CRMAttribution
  23. 23. What next?More engaging More socialMore local More mobile

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