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  1. 1. Win the moment thatmatter25/10/2012Daniel Nohel Google Confidential and Proprietary 1
  2. 2. WIIFM Make the web work for you Win moments Make better Go bigger, that matter decisions faster ZMOT Speed of change 4 screens world Industry insights Impact of mobile Google Confidential and Proprietary 2
  3. 3. Traditional 3-Step Mental Model of Marketing Google Confidential and Proprietary 3
  4. 4. The New Mental Model of Marketing Google Confidential and Proprietary 4
  5. 5. STIMULUS – Where the attention comes from – Family/Friends It’s the biggest source of new guests, the internet hasn’t changed that if anything it has probably enhanced it. – Selling through OTAs is healthy for direct selling as well as selling through the OTAs – Tripadvisor and other review sites generate new guests. Google Confidential and Proprietary 5
  6. 6. ZMOT - Guest goes online to research the hotel – Search engines are not the stimulus tool for hotels, they help people find you once a stimulus was created. – Map pages, gather information about your hotel including reviews and rates. – Review sites, such as TripAdvisor, and more. Google Confidential and Proprietary 6
  7. 7. FMOT - user arrived on your site, – Future guest is also visiting 10 other hotel sites before doing the booking – 3-7 seconds to answer • Will this save me money? • Will it save me time? • Will it make my life better? – Key elements to get the sale • Screaming fast • The photos need to show the comfort immediately • The rates need must be available • Give an instant idea of the hotel’s location. Google Confidential and Proprietary 7
  8. 8. SMOT – Second Moment of Truth• Second Moment of truth: Guest arrives and discovers the product and is either happy or disappointed, which then cycles to Stimulus for his friends and family. Google Confidential and Proprietary 8
  9. 9. Shoppers today are able to process and enormous amount of information• When you were considering purchasing product, what sources of information did you seek out to help with your decision? Google Confidential and Proprietary 9 Base: N=5003, Source Google/Shopper Science, ZMOT Apr 2011
  10. 10. Shoppers use a range of sources, depending on type of decision• When you were considering purchasing product, what sources of information did you seek out to help with your decision? Google Confidential and Proprietary 10 Base: N=5003, Source Google/Shopper Science, ZMOT Apr 2011
  11. 11. Online plays major role in both purchase and research behavior Czechs research online the most [Purchase online, research online]Source: Consumer Commerce Barometer Google Confidential and Proprietary 12
  12. 12. How long does it take to plan a trip Time from STUMULUS to BOOKING Used a searchLess than 1 day(„direct booking“) 2 weeks 4% engine Less than week 23% 50% Between 1 - 2 weeks 23%More than Between 3 - 4 weeks 19% Talked with 2 weeks Between 1 - 3 months 17% 44% friends/famil y 3 and more months 8% Don‘t rembember 6% Saw TV/Newspap er AdsZdroj: TNS Infratest,Travel vertical deep dive, červenec 2011, online populace, n = 1000; Days before 90+ 90 60 31 21 Confidential and 2 0 Google Proprietary 13Consumer Commerce Barometer dostupný online: 14 7 5 purchase
  13. 13. 4 screens world Google Confidential and Proprietary 14
  14. 14. Google Confidential and Proprietary 15
  15. 15. Google Confidential and Proprietary 16
  16. 16. 686M (38%) smartphone shipped worldwide in 2012 Google Confidential and Proprietary 17
  17. 17. Smartphone penetration YoY growthSource: Google Confidential and Proprietary 18
  18. 18. Over 2.5 smartphones in CZ – iOS, Android (mobiles+tablet) 150% growth of travel search queries from mobile1 YoY 2.5M smartphonesCZ: estimate from Telco operators numbers (Oct 2012), Google Confidential and Proprietary 19
  19. 19. … is your digital destination ready for mobile? of mobile searchers are likely to go back and 79% search somewhere else 67% are more likely to buy Google Confidential and Proprietary 20Source:
  20. 20. Your future customers are around the corner – real time decision making Priceline Negotiator App case study users of the app have booked 35% their room within 1 mile users booked rooms less than 82% 1 day before arrival to the hotel (it suggest that they booked it after arrival to the destination)Source: Google Confidential and Proprietary 21
  21. 21. How to address the right customer SEARCH mGDN MOBILE APPS- Location extensions - Text & Display Ads - Text & Display Ads- Call extensions Google Confidential and Proprietary 22
  22. 22. Your mobile checklist Nominate mobile champion Appoint a competent person to build and implement mobile strategy. Data driven decisions Check your web visits from mobile. Watch for trends. Mobile web first! Build seamless mobile web experience for your user. Be found Define and implement your mobile search strategy. Google Confidential and Proprietary 23
  23. 23. Useful tools Ready to Go Mo? Reasons why to Go Mo, case studies, GoMo Meter to measure your mobile site, best practices. Our Mobile Planet Smartphone consumer behavior research (CZ included) Consumer Commerce Barometer Consumer research and purchase behavior data for more than 30 markets Pro Váš Byznys Google mobile advertising solution summary Google Confidential and Proprietary 24
  24. 24. Good luck with your future travelers Google Confidential and Proprietary 25