Google’s (self-promoting)* hub for digital
marketing insights & inspiration.
Marketing data & stats
Marketing research & information
Marketing tools & products
• self-promoting because Google is
showcasing evidence that supports
its R/D & products efforts
What’s good about it:
• Tons of info broken down by industry, from automotive and
consumer goods to healthcare and education.
• Neat case studies with ZMOT tie-ins, like the
Dermablend video campaign that went viral in 2011.
• The Perspectives section contains a neat, informative library
of cross-industry articles that discuss trends and topics like
“who really owns what’s published online?”
• The Marketing Objectives section provides
insights into how audiences recognize and
remember certain brands.
How does it benefit us?
• Be Smarter & More Informed
• Did you know that in the B2B world, 57% of the purchase process is
complete before a business buyer (our customer) contacts a supplier
(us)? Read it in B2B's Digital Evolution.
• Did you know that 55% of moms buy products after online research?
AND 1/3 of moms who search, do it so well, they never make it past
the 1st page? AND when a woman becomes a mom, her online
search time doubles? Didn't even have to read it - watched a video.
• Did you know that, for the automotive industry, the digital world has
merged pre-, in-, and post market phases of the buying process into
a single cycle of constant consideration? In other words, though 64%
of consumers enter the market with a brand in mind, only 20% wind
up with that brand.
• Broaden Our Horizons
• Learn how adidas created an online-to-offline mobile campaign by
adding location extensions to their online ads, which then redirected
to store locator pages. This allowed them to better understand the
revenue potential of mobile campaigns in terms of both direct
mobile purchases and in-store purchases.
• According to this video, most college students think tree-felled
textbooks are going the way of the stone tablet.
• In another video, Jeff Lavers, VP General Manager of 3M, tells us
how his company keeps track of content in social spaces and
engages with social opinion leaders in order to understand where
customers are searching for products.
What should we do now?
• Go to google.com/think at least once a week and see what’s up and
• Sign up for the google.com/think newsletter.
• Talk about the stuff that interests you … in your blog
entries, in social, or right in the office.