Christina Lundari, Google ItalyBcom, Turin, 19 April, 2013PERFORMANCE MARKETING IN ACONSTANTLY CONNECTED WORLD
90%	  Smartphone	   Laptop/PC	   Tablet	   Television	  Radio	   Newspaper	   Magazine	  10%	  of	  all	  media	  interac?...
Consumers expect answers, when they need them,regardless of device – but the smartphone is key2Xof the time spentcallingis...
CONNECT TO THE AUDIENCE
Mobile QueriesGrowth YoY144%Source: Google Internal Data, December 2012. YoY = 2012 vs 2011
 	  76%watchvideo frommobile
Everyone, everywhere, always connected – we can interact withpeople in continuity
Base: Private smartphone users who use the internet in general, Smartphone n= 1.000Q33: How often do you look for informat...
27%Check their phone whenshopping22%Change their mind20%Have a m-siteShowrooming: coupon, QR codes…
ENGAGE THE AUDIENCE
accelerate success across multiple screensrecall+24pt reach+4ptfrequency2XSource: Nielsen Multi-Screen Lab Study, Sept ‘11...
Interactivity creates engagement+68%Adv recall withinteractive ads
TARGET THE AUDIENCE
Sophisticated targeting thanks to technologyCONTEXTUALSIGNALS+132%DEMOGRAPHICSIGNALS+550%BEHAVIOURALSIGNALS+1235%Un-target...
1:1 marketing
Remarketing and dynamic ads boost your campaigns
EXPLOIT ANALYTICS
Unified	  Customer	  View	  Across	  devices	  and	  sessions	  	  Attribute and measure
Christina Lundari, Google ItalyTHANK YOU
B com 2013 | Il web come strumento strategico nel processo d'acquisto del consumatore_Christina Lundari
B com 2013 | Il web come strumento strategico nel processo d'acquisto del consumatore_Christina Lundari
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B com 2013 | Il web come strumento strategico nel processo d'acquisto del consumatore_Christina Lundari

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B com 2013 | Il web come strumento strategico nel processo d'acquisto del consumatore_Christina Lundari

  1. 1. Christina Lundari, Google ItalyBcom, Turin, 19 April, 2013PERFORMANCE MARKETING IN ACONSTANTLY CONNECTED WORLD
  2. 2. 90%  Smartphone   Laptop/PC   Tablet   Television  Radio   Newspaper   Magazine  10%  of  all  media  interac?ons  are  screen  based  of  all  media  interac?ons  are  non-­‐screen  based  8  The majority of our daily media interactions are screen basedSource:  Ipsos,  USA  
  3. 3. Consumers expect answers, when they need them,regardless of device – but the smartphone is key2Xof the time spentcallingis spent browsingSource: O2
  4. 4. CONNECT TO THE AUDIENCE
  5. 5. Mobile QueriesGrowth YoY144%Source: Google Internal Data, December 2012. YoY = 2012 vs 2011
  6. 6.    76%watchvideo frommobile
  7. 7. Everyone, everywhere, always connected – we can interact withpeople in continuity
  8. 8. Base: Private smartphone users who use the internet in general, Smartphone n= 1.000Q33: How often do you look for information about local businesses or services on your smartphone? (Ever)Base: Private smartphone users who use the internet in general and who look at least less than once a month for information on theirsmartphone, Smartphone n= 847 Q34 Which of the following actions have you taken after having looked up this type of information(business or services close to your location)?10  Call:  39%   Direc?on:  30%  Visit  Website:  46%  VISIT:  39%  85% look for local information, 81% take action as a result
  9. 9. 27%Check their phone whenshopping22%Change their mind20%Have a m-siteShowrooming: coupon, QR codes…
  10. 10. ENGAGE THE AUDIENCE
  11. 11. accelerate success across multiple screensrecall+24pt reach+4ptfrequency2XSource: Nielsen Multi-Screen Lab Study, Sept ‘11; Google Incremental Reach PreliminaryResults from 6 US studies for total YT/GDN campaigns.
  12. 12. Interactivity creates engagement+68%Adv recall withinteractive ads
  13. 13. TARGET THE AUDIENCE
  14. 14. Sophisticated targeting thanks to technologyCONTEXTUALSIGNALS+132%DEMOGRAPHICSIGNALS+550%BEHAVIOURALSIGNALS+1235%Un-targeted TargetedUn-targeted Targeted Un-targeted Targeted Un-targeted TargetedCOMBINEDSIGNALS+5425%Un-targeted TargetedSource: Axciom, Feb 2013
  15. 15. 1:1 marketing
  16. 16. Remarketing and dynamic ads boost your campaigns
  17. 17. EXPLOIT ANALYTICS
  18. 18. Unified  Customer  View  Across  devices  and  sessions    Attribute and measure
  19. 19. Christina Lundari, Google ItalyTHANK YOU

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