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Aidan Kenny, Google : Marketing in the Age od Assistance- What This Looks LIke for Irish Consumers and What This Means for Your Business

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Aidan Kenny, Google : Marketing in the Age od Assistance- What This Looks LIke for Irish Consumers and What This Means for Your Business at DMX Dublin 2019

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Aidan Kenny, Google : Marketing in the Age od Assistance- What This Looks LIke for Irish Consumers and What This Means for Your Business

  1. 1. Marketing in the Age of Assistance Aidan Kenny, Industry Manager, Google Ireland
  2. 2. Marketing data is no longer scarce. Today, marketers face data overload. 12% of Data is Actually Analyzed
  3. 3. Over 1 Billion users each
  4. 4. ““If you’re not helping them, they’ll ignore you.”
  5. 5. ““If you’re not helping them, they’ll ignore you.” “If you’re not providing them value, they’ll block you.”
  6. 6. ““If you’re not helping them, they’ll ignore you.” “If you’re not providing them value, they’ll block you.” “If you’re not answering them, they’ll close right out of you on a web page or app.”
  7. 7. Proprietary + Confidential Assistance is the Battleground for Growth
  8. 8. Curious /ˈkjʊərɪəs/ Demanding dɪˈmɑːndɪŋ/ Impatient /ɪmˈpeɪʃ(ə)nt/
  9. 9. Best Towel Rack best travel accessories Best Tissue Best BBQ supplies best doorbells +215% +173% +137% +400% +243%
  10. 10. Curious /ˈkjʊərɪəs/ Demanding dɪˈmɑːndɪŋ/ Impatient /ɪmˈpeɪʃ(ə)nt/
  11. 11. Pint of Guinness Local searches without ‘near me’ have outgrown comparable searches that include ‘near me’
  12. 12. Curious /ˈkjʊərɪəs/ Demanding dɪˈmɑːndɪŋ/ Impatient /ɪmˈpeɪʃ(ə)nt/
  13. 13. Increase in same day shipping searches Increase in last minute travel searches Increase in ‘open now’ searches same day shipping last minute travel open now 2X185% 145%
  14. 14. ASSIST Be There Be Useful Be Quick assist /əˈsɪst/ help (someone), by doing a share of the work.
  15. 15. Assistance is not just about voice
  16. 16. Proprietary + Confidential BE THERE
  17. 17. Proprietary + Confidential ●  50% Online Traffic on Mobile ●  42% of Orders Collected in Store ●  1 in 3 Mobile Ad Clicks visited a Store Link to Full Case Study
  18. 18. Proprietary + Confidential ●  Omnichannel Teams by Category ●  Provide Assistance at All Stages of The Journey Link to Full Case Study
  19. 19. Proprietary + Confidential BE USEFUL
  20. 20. Proprietary + Confidential 11%increase in conversion rate Segment by Lifetime Value Build from a Base of Intent Relevant Offers and Messaging 17%increase in ROAS
  21. 21. Proprietary + Confidential BE QUICK
  22. 22. Proprietary + Confidential less likely to purchase from a brand in future after a user has a negative brand experience on mobile 62% of consumers rate speed as the most important website experience. 50%
  23. 23. Proprietary + Confidential
  24. 24. Proprietary + Confidential Load Time -55%, Mobile Revenue +45% Load Time 6 secs to 2 secs - CTR +31% Implemented AMP and PWA - 4X Traffic to Sales Site
  25. 25. ASSIST Be There Be Useful Be Quick assist /əˈsɪst/ help (someone), by doing a share of the work.

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