B com 2013 | Il web come strumento strategico nel processo d'acquisto del consumatore_Christina Lundari
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?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
Consumers expect answers, when they need them,regardless of device – but the smartphone is key2Xof the time spentcallingis spent browsingSource: O2
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 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
27%Check their phone whenshopping22%Change their mind20%Have a m-siteShowrooming: coupon, QR codes…
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.