Digital Tipping Points
for 2015
Hanne Tuomisto-Inch, Google
Google Confidential and Proprietary
Industry Head B2B
November 5th, 2014
twitter: @tuomisto
G+: hannetuomisto-inch

89%
2011 2014
Google Confidential and Proprietary
71% 88%
2012
Source: Google/Millward Brown Digital, B2B Path to Purchase Study 2011, 2012 and 2014

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

The Who The How
Google Confidential and Proprietary

The Who The How
Google Confidential and Proprietary

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

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

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

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

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%

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

Google Confidential and Proprietary

Google Confidential and Proprietary

The How
Intensified Path to Purchase
Google Confidential and Proprietary
The Who
A Younger Audience

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

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

Queries
Engagement
2 4 6 8 10 12 14
Source: Google/Millward Brown Digital, B2B Path to Purchase Study 2014 Google Confidential and Proprietary

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

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

75% 1 Visit
Google Confidential and Proprietary

Google Confidential and Proprietary

Google Confidential and Proprietary

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

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

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

Purchase
24%purchasing
Google Confidential and Proprietary
Inspiration
Research
Post
Purchase
Source: Google/Millward Brown Digital, B2B Path to Purchase Study 2014
growth in

Google Confidential and Proprietary

70%
watch online video
specifically to do research
for business purchases
Google Confidential and Proprietary

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

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

Google Confidential and Proprietary

Google Confidential and Proprietary

Google Confidential and Proprietary

Google Confidential and Proprietary

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

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

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

Google Confidential and Proprietary
Investment Utility
Search Video Mobile
80%
70%
60%
50%
40%
30%
20%
10%
0%
Offline

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

Google Confidential and Proprietary
Thank you
hanneti@google.com
twitter: @tuomisto
G+: hannetuomisto-inch