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Digital tipping points for 2015

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Hanne's presentation from 'The Big Picture' event @ The Courthouse Hotel, Oxford Circus, London.

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Digital tipping points for 2015

  1. 1. Digital Tipping Points for 2015 Hanne Tuomisto-Inch, Google Google Confidential and Proprietary Industry Head B2B November 5th, 2014 twitter: @tuomisto G+: hannetuomisto-inch
  2. 2. 89% 2011 2014 Google Confidential and Proprietary 71% 88% 2012 Source: Google/Millward Brown Digital, B2B Path to Purchase Study 2011, 2012 and 2014
  3. 3. 2012 2014 0:22 0:14 0:16 0:12 TV Newspapers Magazines Digital 4:38 4:28 4:33 5:46 Source: eMarketer, 2014 Google Confidential and Proprietary
  4. 4. The Who The How Google Confidential and Proprietary
  5. 5. The Who The How Google Confidential and Proprietary
  6. 6. Google Confidential and Proprietary 29% 35-44 26% 45-54 27% 18-34 18% 55+ 2012 Source: Google/Millward Brown Digital, B2B Path to Purchase Study 2014
  7. 7. Google Confidential and Proprietary 29% 35-44 26% 45-54 27% 18-34 18% 55+ 22% 35-44 13% 55+ 19% 45-54 2012 Source: Google/Millward Brown Digital, B2B Path to Purchase Study 2014 46% 18-34 2014
  8. 8. Google Confidential and Proprietary 29% 35-44 26% 45-54 27% 18-34 18% 55+ 22% 35-44 13% 55+ 19% 45-54 2012 Source: Google/Millward Brown Digital, B2B Path to Purchase Study 2014 46% 18-34 2014 +70% increase
  9. 9. Google Confidential and Proprietary C-suite 64% 22% 13% Final Authority Heavy Influence Some Influence Source: Google/Millward Brown Digital, B2B Path to Purchase Study 2014 Non C-suite
  10. 10. Google Confidential and Proprietary C-suite 64% 22% 13% Final Authority Heavy Influence Some Influence Source: Google/Millward Brown Digital, B2B Path to Purchase Study 2014 Non C-suite 81% of Non C-suite employees influence purchase decisions 24% 25% 32%
  11. 11. 48% 18-34 24% 35-44 18% 45-54 10% 55+ 72% of influencers are younger than 45 Source: Google/Millward Brown Digital, B2B Path to Purchase Study 2014 Google Confidential and Proprietary
  12. 12. Google Confidential and Proprietary
  13. 13. Google Confidential and Proprietary
  14. 14. The How Intensified Path to Purchase Google Confidential and Proprietary The Who A Younger Audience
  15. 15. 100% Google Confidential and Proprietary B2B research is self-directed 0% 57% of the way towards making a decision before reaching out to a potential vendor
  16. 16. 90% use search specifically to do research for business purchases Google Confidential and Proprietary Source: Google/Millward Brown Digital, B2B Path to Purchase Study 2014
  17. 17. Queries Engagement 2 4 6 8 10 12 14 Source: Google/Millward Brown Digital, B2B Path to Purchase Study 2014 Google Confidential and Proprietary
  18. 18. Google Confidential and Proprietary Traffic to B2B sites are up 2x over the past 2 years Source: Google/Millward Brown Digital, B2B Path to Purchase Study 2014
  19. 19. 3+ sites 2 1 2012 100% 80% 60% 40% 20% 0% 3+ sites 2 1 2014 60% of customers only consider 1 or 2 brands Source: Google/Millward Brown Digital, B2B Path to Purchase Study 2014 Google Confidential and Proprietary
  20. 20. 75% 1 Visit Google Confidential and Proprietary
  21. 21. Google Confidential and Proprietary
  22. 22. Google Confidential and Proprietary
  23. 23. 42% use mobile specifically to do research for business purchases Google Confidential and Proprietary Source: Google/Millward Brown Digital, B2B Path to Purchase Study 2014
  24. 24. 3x growth in B2B mobile queries 1x 2x Source: Google/Millward Brown Digital, B2B Path to Purchase Study 2014, Google Internal Data Google Confidential and Proprietary
  25. 25. growth in people using smartphones throughout the path to purchase Google Confidential and Proprietary 91% Inspiration Research Purchase Post Purchase Source: Google/Millward Brown Digital, B2B Path to Purchase Study 2014
  26. 26. Purchase 24%purchasing Google Confidential and Proprietary Inspiration Research Post Purchase Source: Google/Millward Brown Digital, B2B Path to Purchase Study 2014 growth in
  27. 27. Google Confidential and Proprietary
  28. 28. 70% watch online video specifically to do research for business purchases Google Confidential and Proprietary
  29. 29. 30+ minutes 48% 60+ minutes 20% 1:00:00 / 1:17:13 Source: Google/Millward Brown Digital, B2B Path to Purchase Study 2014; Google Internal Data Google Confidential and Proprietary
  30. 30. Google Confidential and Proprietary Product features 44% Professional reviews 37% Ads that appear on YT/channel 22% How-to 43% Source: Google/Millward Brown Digital, B2B Path to Purchase Study 2014
  31. 31. Google Confidential and Proprietary
  32. 32. Google Confidential and Proprietary
  33. 33. Google Confidential and Proprietary
  34. 34. Google Confidential and Proprietary
  35. 35. 100% Google Confidential and Proprietary B2B research is self-directed 0% 57% of the way towards making a decision before reaching out to a potential vendor
  36. 36. Contacted the retailer/ manufacturer 25% Compared features 42% Read product info 43% Compared prices 48% Source: Google/Millward Brown Digital, B2B Path to Purchase Study 2014 Google Confidential and Proprietary
  37. 37. Shared the video 22% Visited store/website 30% Find out more info 34% Talk to colleagues 42% Source: Google/Millward Brown Digital, B2B Path to Purchase Study 2014 Google Confidential and Proprietary
  38. 38. Google Confidential and Proprietary Investment Utility Search Video Mobile 80% 70% 60% 50% 40% 30% 20% 10% 0% Offline
  39. 39. Key takeaways How are you marketing to a changing audience? Intensity of site visits and mobile usage Google Confidential and Proprietary Video usage skyrockets into 2014
  40. 40. Google Confidential and Proprietary Thank you hanneti@google.com twitter: @tuomisto G+: hannetuomisto-inch

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