Brett st claire google the next big thing now


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Brett st claire google the next big thing now

  1. 1. The Next Big Thing NowBrett St Clair, Head of New Products and SolutionsGoogle South AfricaJanuary, 20121 Google confidential
  2. 2. Historical path-to-purchase model: stimulus 1st moment of truth 2nd moment of truth: (FMOT) (SMOT)2 Google confidential
  3. 3. New path-to-purchase model: stimulus zero moment FMOT SMOT of truth: Media Pre-shopping | At shelf Experience In-store | In-home In-store which effects ZMOT3 Google confidential
  4. 4. Shoppers demonstrate almost two distinct purchase cycles The spontaneous purchase decision happening in a matter of an hour or two and the more considered decision occurring 1-3 days before purchase Length of Purchase Cycle 36% 34% 18% 18% 13% 7% 7% 10% 11% 0% 0% 0% 1% 2% 1% 4% 2% 2% 4% before I… hour of my A month moments One day 9-12 hours 4-6 months 2-3 months 7-12 months More than a 3 weeks 2 weeks 5-8 hours 3-4 hours 1-2 hours A week 4-6 days 2-3 days year before Within the before purchase before before before before before before before before before A few before before before beforeQ: In TOTAL, how long were you thinking about your most recent purchase before you actually completed thetransaction? 4 Google confidential Source: Google/Shopper Sciences, Zero Moment of Truth Study – Beauty/Personal Care, Apr 2011, Base N=500
  5. 5. Before consumers pick up a flyer by the carts or aproduct off the shelves the zero the first moment of truth moment of truth Digital Shelf Physical Shelf5 Google confidential
  6. 6. An Integrated Online Experience Mobile ✔ Desktop ✔ Search Video Display6 Google confidential
  7. 7. The consumer Starts with a Search Desktop ✔ Search7 Google confidential
  8. 8. Consumer Behavior Online in South Africa 70% Find websites via a search engine 60% Believe search engines quickly help them find products they are looking to buy 52% Expect leading brands to be on top of the search results page Think information about a particular 47% company or service in an offline channel has driven them to search for information onlineQuestion: Thinking about times when you have used search engines to help you do your research for products or services, to what extent do you agree or disagree with thefollowing statements:Source: Q8 / Consumer Commerce Barometer / TNS Infratest, Fieldwork April 6-April 25, 2010 / base: n = 2,0228 Google confidential 8Top 2 on a 5 point scale=strongly agree, agree
  9. 9. Understanding SEO vs. SEM 9 9 Google confidential
  10. 10. Fighting hard for the shelf space offline10 Google confidential
  11. 11. What does shelf space look like online?11 Google confidential
  12. 12. Targeted Display Desktop ✔ Search Display12 Google confidential
  13. 13. Display Networks Holidays to South Africa Plan your Dream trip Online. Text Ads Dream South Africa, Book Now Display Ads Video Ads13 Google confidential
  14. 14. What does shelf space look like online?14 Google confidential
  15. 15. Billion daily views nd largest search engine on the planet Hours uploaded every minute15 Google confidential
  16. 16. 16 Google confidential
  17. 17. Social - YouTube Desktop ✔ Search Video Display17 Google confidential
  18. 18. Non-advertise - Linear YouTube Homepage advertised - Bump Source: Millward Brown Viral Study, Aug 2010 This analysis has undergone peer review and full results have been published in the International Journal of Advertising18 Google confidential
  19. 19. 19 Google confidential
  20. 20. 20 Google confidential
  21. 21. 21 Google confidential
  22. 22. 22 Google confidential
  23. 23. 23 Google confidential
  24. 24. 24 Google confidential
  25. 25. YouTube Shelf Space Promoted Videos Ads Advertisers bid on these positions Organic “Natural” Search Results Cost free; results are based on YouTube ranking algorithm of relevance to search query25 Google confidential
  26. 26. Mobile is Booming Mobile ✔ Desktop ✔ Search Video Display26 Google confidential
  27. 27. A Better Computer has eyes & can see has ears & listens to you you camera microphonehas skin & can feel you has a voice & speaks to touch screen you speaker 27 Google confidential
  28. 28. Mobile Internet Users will exceed desktop global mobile vs. desktop internet population, 2007-2015 GlobalInternet Users (MM) 28 Google confidential
  29. 29. Expanding Online Time 29 Google confidential
  30. 30. Mobile is immediate 82% booked within a day of arrival, vs. 45% on desktop 58% were within 30 km’s of their hotel Source: Priceline Sept. 201030 Google confidential
  31. 31. Connecting you with your neighborhood 1 in 3 mobile searches are localsource: The Mobile Movement Study, Google/Ipsos OTXMediaCT, April2011; OTX MediaCT Survey, Q4 2010 61% Call 59% Visit31 Google confidential
  32. 32. Mobile is Transforming Everyday Shopping Behaviour 28% 26% Have changed their mind Intentionally carry a about purchasing a Smartphone when product or service in store shopping to compare as a result of information prices and for information gathered on their SmartphoneSource: 32 Google confidential
  33. 33. Traditional Media Works - Integrated 33 Google confidential
  34. 34. 24/7 Always open Stores 34 Google confidential
  35. 35. E-Commerce shifting to Mobile 35 Google confidential
  36. 36. Offers Going Mobile 36 Google confidential
  37. 37. Trying Data and Payments through Wallet PAY SAVE SECURE tap to pay and redeem store Google Offers and PIN entry required before offer at POS loyalty cards each use 37 Google confidential
  38. 38. Google+ = More Social Mobile ✔ Desktop ✔ Search Display YouTube38 Google confidential
  39. 39. 90M people joined3.7B photos uploaded1M sites added the +1 button5B +1 impressions/day Off to a great start… In the few months that Google + hasbeen launched, it has taken social networking to another level39 Google confidential
  40. 40. Google+ : + real life sharing, rethought for the webIn the real world, people interact with businesses every day.Google+ brings those rich relationships online.circles hangouts mobileshare what matters say hello, share what’swith the people who face-to-face-to-face around when you’rematter most start real on the goinspire your customers to conversationsrecommend new ones 40 Google confidential
  41. 41. Built for BusinessSocial in YOUR Business ripples pages analytics hangouts search circles +1 button social g+ icon extensions 41 Google confidential
  42. 42. social webYour +1’s will reach not only the 40 million users of Google+, but thebillion people who come to Google everyday sites G+ Page display search video mobile42 Google confidential
  43. 43. Complete Integrate Marketing online Mobile ✔ Desktop ✔ Search Video Display43 Google confidential
  44. 44. Thank you!Please follow 44 Google confidential