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Google Confidential and ProprietaryNon-line:Theorie & Praktijk!Sabine van Velsen,Industry Leader Retail Google NL18 June 2...
Google Confidential and ProprietaryThe future is now!Video consumer behavior
CONSUMER CHANGESChanging consumer behaviour process
First	  Moment	  of	  Truth	  Second	  Moment	  of	  Truth	  S3mulus	  Pre-­‐shopping	  |	  	  In-­‐store	  |	  In-­‐home	...
5	  Source:	  	  Google/Shopper	  Sciences,	  Zero	  Moment	  of	  Macro	  Study,	  Apr	  2011	  N	  =	  5,000	  	  	  www...
MEGATRENDSChanging consumer behaviour affecting advertisers
Google Confidential and Proprietary 7Google Confidential and Proprietary 7AUDIENCEOPTIMISEDALWAYS OPENALLSCREENSATTRIBUTE ...
Trends	  Grocery	  &	  Food	  Retailers	  
1ConnectedB E H A V I O U R2ConnectedACROSS SCREENS3The rise of onlineV I D E O
ConnectedBEHAVIOUR
The essential constantC O M P A N I O N150Average number of time smartphone usersLOOK AT THEIR PHONESImage: via Flickr: by...
Today’s Consumers areCONSTANTLY CONNECTING70%Smartphone penetration will hitTHISYEARSource: GfK Trends in Digitale Media’ ...
Shift from Desktop toM O B I L E F I R S TImage: via Flickr: by Thesilein
SOWHAT?
Consumers expectI N F O R M A T I O NAnywhere, anytime64%prior to making a purchaseR E S E A R C H O N L I N EImage: via F...
45%conduct research on mobileI N S T O R EImage: via Flickr by TGKW, Source: Cisco, January 2012Consumers expectI N F O R ...
17%after checking with smartphoneC H A N G E D T H E I R M I N DConsumers expectI N F O R M A T I O NAnywhere, anytimeImag...
The trainhas leftalready
T O M O R R O Wis already happening
T O M O R R O Wis already happening
ConnectedACROSS SCREENS
Context usually drivesS C R E E N C H O I C EOn the go Ease Focused/longer activities
Sequential cross-screening isC O M M O N P L A C E90%MOVE BETWEEN DEVICESto complete a task onlineSource:	  The	  New	  Mu...
67%MOVE BETWEEN DEVICESwhen shopping onlineConsumers now take aC R O S S – S C R E E Npath to purchaseSource:	  The	  New	...
Search is the criticalC O N N E C T O Rbetween screens
The rise of onlineVIDEO
How many Gangnam Style views wereCARRIED OUT ON MOBILE?
30%90%15%Online video is key toR E S E A R C H I N GPotential purchases
Be	  a	  customer,	  think	  about	  their	  research	  and	  buying	  process,	  and	  make	  it	  a	  seamless	  experie...
Dutch RetailerCases
Prominent	  using	  Street	  View	  on	  Google	  Maps	  	  
TuinFlora.com using Google ShoppingAbout TuinFlora.comFamily owned business in export of flowerbulbs, seeds, and plants. T...
Be	  a	  customer,	  think	  about	  their	  research	  and	  buying	  process,	  and	  make	  it	  a	  seamless	  experie...
The essentialsG O O G L EImage: via Flickr: by beeboh☆ | @Bothaynaa•  www.google.com/trends•  www.thinkwithgoogle.com•  ...
Google - Non-line (Theorie en Praktijk)
Google - Non-line (Theorie en Praktijk)
Google - Non-line (Theorie en Praktijk)
Google - Non-line (Theorie en Praktijk)
Google - Non-line (Theorie en Praktijk)
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Google - Non-line (Theorie en Praktijk)

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Presentatie van Sabine van Velsen bij Online Marketing Amersfoort OM033. Sabine gaat in hoe je met klantgericht denken online je winkelend publiek kan bereiken.

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Google - Non-line (Theorie en Praktijk)

  1. 1. Google Confidential and ProprietaryNon-line:Theorie & Praktijk!Sabine van Velsen,Industry Leader Retail Google NL18 June 2013 @ Online Marketing Amersfoort
  2. 2. Google Confidential and ProprietaryThe future is now!Video consumer behavior
  3. 3. CONSUMER CHANGESChanging consumer behaviour process
  4. 4. First  Moment  of  Truth  Second  Moment  of  Truth  S3mulus  Pre-­‐shopping  |    In-­‐store  |  In-­‐home  At  shelf  In-­‐store  Experience  Source:    Google/Shopper  Sciences,  Zero  Moment  of  Macro  Study,  Apr  2011  N  =  5,000      www.thinkwithgoogle.com/insights  Leading to a new buyingM O D E L
  5. 5. 5  Source:    Google/Shopper  Sciences,  Zero  Moment  of  Macro  Study,  Apr  2011  N  =  5,000      www.thinkwithgoogle.com/insights  And a new buyingP R O C E S
  6. 6. MEGATRENDSChanging consumer behaviour affecting advertisers
  7. 7. Google Confidential and Proprietary 7Google Confidential and Proprietary 7AUDIENCEOPTIMISEDALWAYS OPENALLSCREENSATTRIBUTE & MEASURE
  8. 8. Trends  Grocery  &  Food  Retailers  
  9. 9. 1ConnectedB E H A V I O U R2ConnectedACROSS SCREENS3The rise of onlineV I D E O
  10. 10. ConnectedBEHAVIOUR
  11. 11. The essential constantC O M P A N I O N150Average number of time smartphone usersLOOK AT THEIR PHONESImage: via Flickr: by beeboh☆ | @Bothaynaa
  12. 12. Today’s Consumers areCONSTANTLY CONNECTING70%Smartphone penetration will hitTHISYEARSource: GfK Trends in Digitale Media’ van Intomart GfK. Telecom Paper October 2012
  13. 13. Shift from Desktop toM O B I L E F I R S TImage: via Flickr: by Thesilein
  14. 14. SOWHAT?
  15. 15. Consumers expectI N F O R M A T I O NAnywhere, anytime64%prior to making a purchaseR E S E A R C H O N L I N EImage: via Flickr by TGKW, Source: Consumenten Barometer, 2012
  16. 16. 45%conduct research on mobileI N S T O R EImage: via Flickr by TGKW, Source: Cisco, January 2012Consumers expectI N F O R M A T I O NAnywhere, anytime
  17. 17. 17%after checking with smartphoneC H A N G E D T H E I R M I N DConsumers expectI N F O R M A T I O NAnywhere, anytimeImage: via Flickr by TGKW, Source: Cisco, January 2012
  18. 18. The trainhas leftalready
  19. 19. T O M O R R O Wis already happening
  20. 20. T O M O R R O Wis already happening
  21. 21. ConnectedACROSS SCREENS
  22. 22. Context usually drivesS C R E E N C H O I C EOn the go Ease Focused/longer activities
  23. 23. Sequential cross-screening isC O M M O N P L A C E90%MOVE BETWEEN DEVICESto complete a task onlineSource:  The  New  Mul3-­‐screen  World:  Understanding  Cross-­‐PlaSorm  Consumer  Behaviour,  Google/Ipsos,  Sept  2012  
  24. 24. 67%MOVE BETWEEN DEVICESwhen shopping onlineConsumers now take aC R O S S – S C R E E Npath to purchaseSource:  The  New  Mul3-­‐screen  World:  Understanding  Cross-­‐PlaSorm  Consumer  Behaviour,  Google/Ipsos,  Sept  2012  
  25. 25. Search is the criticalC O N N E C T O Rbetween screens
  26. 26. The rise of onlineVIDEO
  27. 27. How many Gangnam Style views wereCARRIED OUT ON MOBILE?
  28. 28. 30%90%15%Online video is key toR E S E A R C H I N GPotential purchases
  29. 29. Be  a  customer,  think  about  their  research  and  buying  process,  and  make  it  a  seamless  experience,  on  all  devices  at  all  3mes  
  30. 30. Dutch RetailerCases
  31. 31. Prominent  using  Street  View  on  Google  Maps    
  32. 32. TuinFlora.com using Google ShoppingAbout TuinFlora.comFamily owned business in export of flowerbulbs, seeds, and plants. They have beenexporting since 1900 to the US and theUK. Today almost all of Europe and theUS.Marketing Goal:•  Increase online sales•  Expand internationallySolution:•  Launched 5 PLA campaigns (export)Tactics:•  Launch PLA in NL & export markets•  Optimize campaignsResults:•  40% QoQ increase in overall conversions•  20% QoQ decrease in CPA•  40% QoQ growth in spendIn our sector images have a higher impact than usual,therefore we pay our photographer per conversion to keepgetting the best material.- Melvin Jansen
  33. 33. Be  a  customer,  think  about  their  research  and  buying  process,  and  make  it  a  seamless  experience,  on  all  devices  at  all  3mes  
  34. 34. The essentialsG O O G L EImage: via Flickr: by beeboh☆ | @Bothaynaa•  www.google.com/trends•  www.thinkwithgoogle.com•  www.consumerbarometer.com•  www.google.com/intl/nl/adwords/globaladvertiser/marketfinder.htmlsabinev@google.com

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