Reaching the automotive in market consumer

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Reaching the automotive in market consumer

  1. 1. Reaching the In-Market Shopper Kristen Nomura East & Central Region Manager, Search & Analytics April 23, 2009 Google Confidential and Proprietary 1
  2. 2. Who is the In-Market Shopper? Google Confidential and Proprietary 2
  3. 3. New Breed: “Recession Shoppers” “They see online shopping as part of the solution, as it offers the opportunity to research, compare, and review products that is often difficult when shopping in-store.” Google Confidential and Proprietary 3 Source: Penn, Schoen, & Berland Associates, Inc., January 2009
  4. 4. 2009 Ad Spending: Shift to Digital 5.0% Television Radio Magazine Newspaper Direct Mail Digital -2.0% -4.2% -6.5% -7.0% -10.0% Interpublic Group December 2008 Source: Interpublic Group estimates, January 2009 Google Confidential and Proprietary 4
  5. 5. The One Bright Spot: Online Marketing 25% of senior marketers would increase online spending in a recession 63% of CMOs expect an increase in interactive/online marketing Analysts say search marketing will be the fastest-growing segment Google Confidential and Proprietary 5 Sources: Forrester Research April 2008. Asked 33 marketers with 200 or more employees : “How would you change your online spending patterns if there is an economic recession in the next six months?”; eMarketer, “Search Marketing Trends,” February 2009 ;
  6. 6. Why Does Online Shine in a Downturn? Customers Are There, Flexibility More and More Measurability Better ROI Google Confidential and Proprietary 6
  7. 7. How do we turn Recession Shoppers into Vehicle Buyers? Google Confidential and Proprietary
  8. 8. Selling Cars, Offline Google Confidential and Proprietary 8 Source: Curb Your Enthusiasm, “The Car Salesman”, originally aired 9/23/01
  9. 9. Selling Cars, Online Google Confidential and Proprietary 9
  10. 10. #1 Be There to Greet Your Customers Google Confidential and Proprietary 10
  11. 11. 67% of consumers search after seeing an offline ad… 45% of marketers are still not integrating offline channels with search marketing. Google Confidential and Proprietary 11 Source: Jupiter Research/Ipsos Insight Consumer Survey 2007, in conjunction with iProspect
  12. 12. Hyundai Assurance Plus Google Confidential and Proprietary 12
  13. 13. Google Confidential and Proprietary
  14. 14. #2 Know the Market Google Confidential and Proprietary 14
  15. 15. Hybrid Category is Down Overall… Google Confidential and Proprietary 15
  16. 16. But a Couple Themes Stand Out Google Confidential and Proprietary 16
  17. 17. Smart Car Benefits of Interest: MPG & Price Google Confidential and Proprietary 17
  18. 18. Which Ad Would You Click On? Google Confidential and Proprietary
  19. 19. The Ever-Growing Long Tail Between March 2008 and March 2009, longer search queries (5-8+ words) increased +8% Meanwhile, shorter search queries (1-4 words) decreased -2%. Google Confidential and Proprietary Source: Hitwise, an Experian company. Note: Data is based on four-week rolling periods (ending March 28, 2009; Feb. 28, 2009; and March 29, 2008) from the Hitwise sample of 10 million U.S. Internet users.
  20. 20. Google Confidential and Proprietary
  21. 21. Google Confidential and Proprietary
  22. 22. Keep Your Ears Open Google Confidential and Proprietary
  23. 23. #3 Be Relevant Google Confidential and Proprietary 23
  24. 24. The Danger of Dashboards Google Confidential and Proprietary
  25. 25. Average Salary = $130 Million $260 Million $17,280 Google Confidential and Proprietary
  26. 26. Don’t Forget Visitors are People Google Confidential and Proprietary
  27. 27. A Hypothetical Exercise… Google Confidential and Proprietary
  28. 28. Each Visitor is Looking for Something Different Looking Wants for a safe a Prius family car Needs a Researching new SUVs pick-up Google Confidential and Proprietary
  29. 29. Infer Visitor Intent from Search Queries Google Confidential and Proprietary
  30. 30. Google Confidential and Proprietary
  31. 31. “Recession Buyers” using detailed queries Which Landing Page is Best? Wants a Prius Google Confidential and Proprietary
  32. 32. Let the Data Decide Google Confidential and Proprietary
  33. 33. Optimize, Optimize, Optimize Luxury Rose Bouquet 4 headlines X 3 images X 2 “Submit” buttons = 24 different possible page combinations! Google Confidential and Proprietary 33
  34. 34. Identify the Best Overall Combination Combination 11 is Combination 11 is performing the best performing the best Original is highlighted Original is highlighted here here Google Confidential and Proprietary
  35. 35. Identify the Most Influential Sections Variation 33is the best Variation is the best performing individual performing individual variation in Section 33 variation in Section Variations 1-3 show Variations 1-3 show Variations 1-3 show Variations 1-3 show Section 33strongly Section strongly promise but the overall promise but the overall promise but the overall promise but the overall influences conversions influences conversions section contributes little to section contributes little to section contributes little to section contributes little to conversions conversions conversions conversions Google Confidential and Proprietary
  36. 36. A Google Case Study Google Confidential and Proprietary
  37. 37. Picture was not worth a 1000 conversions This version was one of 200 combinations, and drove 30% more downloads. Google Confidential and Proprietary
  38. 38. No Two Customers Are Alike Google Confidential and Proprietary
  39. 39. 3 Keys to Reaching the In-Market Shopper Be There to Greet Them Know the Market Be Relevant Google Confidential and Proprietary
  40. 40. Thank You! Q&A Google Confidential and Proprietary 40
  41. 41. For More Details… Insights for Search www.google.com/insights/search Search-Based Keyword Tool www.google.com/sktool Google Analytics www.google.com/analytics Website Optimizer www.google.com/websiteoptimizer Google Confidential and Proprietary

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