This document summarizes a 2014 technology and marketing trends presentation given by Google and 180Fusion. It discusses emerging trends in internet of things, mobile technology, and personalization. It emphasizes the importance of multi-screen, local, and highly targeted marketing strategies to reach consumers across various devices and points in their purchasing journeys. The document also highlights 180Fusion's partnership with Google in helping advertisers improve performance, satisfaction, and expand their advertising efforts.

1. Google Confidential and Proprietary
2014 Year in Search

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WELCOME
1. 180Fusion Backpack
2. Google Gym Bag
DROP YOUR BUSINESS CARD
TO WIN A PRIZE

3. Google Confidential and Proprietary
Bo Pulito
Strategic Partner Manager, Google
● 6+ Years Ad Tech Experience
● Focus on emerging business
platforms and products
● Advisor and Consultant to Venture
and Ad Technology companies
● MBA, UCLA Anderson

4. Google Confidential and Proprietary
Scott Cohen
CEO, 180Fusion
• 17+ years in software and internet sector
• 180fusion awarded Inc 500 fastest growing private
companies & Top 20 Best Places to Work
• Contributor to Wired, Tech.com,Social Media Today,
Search Engine Journal
• Guest Lecturer at USC Marshall School of Business,
Georgetown, and UofA
• Board of Directors of Non Profits & Privately Held
Tech companies
• Previous Software Company acquired by IBM

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Talking Points
❏ Technology
❏ Consumer Behavior
❏ Marketing

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Tech Trends - CES

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Technology Trends
❏ Internet of Things (IoT)
❏ Mobile
❏ Personalization

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IoT: Hyperconnectivity

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Mobile: The Central Internet Hub

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Mobile searches have surpassed Desktop
Source: ComScore Data
2014
2011 2012 2013 2014 2015 2016
50% OF DEMAND
FROM MOBILE
USERS

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Google now
Personalization: The Internet of “Me”

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Marketing Theory

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Source: Google/Shopper Sciences, Zero Moment of Truth Macro Study, U.S., April 2014

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#ofusers(millions)
years
Radio
TVInternet
iPhone
Source: hannemyr.com/essay/diff.html macworld.com
Tablets
Unprecedented Device Adoption Rates

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Path to purchase resembles a web

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Model Updated: The 4-Moment Mental Model
First
Moment
of Truth
Second
Moment
of Truth
Stimulus
Which becomes the
next person’s ZMOT

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Marketing in Practice
❏ IoT
❏ Mobile
❏ Personalization

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Marketing in Practice
❏ IoT
❏ Mobile
❏ Personalization
Think Multi-screen
Think Local
Think Highly Targeted

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Think Multi-screen

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Video Impacts Search

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Video is Powerful

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Think Local

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51%
in-store
56%of searches
have local intent
on the go
Base: n=293 on the go smartphone searches and n=95 in-store smartphone searches. Google/Purchased Diary Q1. Where were
you when you conducted the search?; Q2. Was this a local search?
1 in 3mobile searches have local intent

25. Google Confidential and Proprietary
Appear on local searches on
Google with Google My
Business
Get your local store info online
Location Extensions
allow customers to
instantly get directions to
your business or make a
call directly from your ad.

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Think Highly Targeted

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There’s a simple way to think about this

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Always there

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Across the whole web

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On both paid and organic search
sparkplugdigital.com 2013

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Land Rover Case Study

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Midnight 3am 6am 9am 12pm 3pm 6pm 9pm
On all devices, at all times of day
Google internal, 2013
AT&T Nielsen, Clickstream Study, 2010
of online shopping
takes place between
8pm and midnight
19%

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Consideration
Awareness
Purchase
of conversions occur on a
non- branded keyword
33%
At every stage of the funnel

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Always relevant

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Relevant to intent

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Relevant to device

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Google Confidential and Proprietary
Relevant to time of day

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Relevant to content

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Re-engage with visitors who’ve shown an interest in your products
or services
of people who visit a website leave
without completing the actions
marketers want them to take
96%
of people abandon their shopping
cart without completing a
purchase
70%
Your Ad
Your Site
X
-Relevant to behavior

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Relevant to behavior
The Flow of Remarketing

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450%
Dynamic
remarketing
can boost CTRs by
Google internal, 2013
Relevant to behavior

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180Fusion and Google helps you complete the picture
Increase Sales Lower CPAs
Increase Profits
Increase Customer
Lifetime Value
Holistic View of
Marketing Strategy
Your Company Here!

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PhD Ventures, 2014
Digital Opportunity is HUGE and GROWING

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Blake Johnson
Managing Partner, IMCA
Capital/Prime Companies
• Responsible for leading and managing the
operations and direction for B2B and B2C divisions
of the company
• Supports thousands of businesses in providing
financing products
• Grew the consumer division to scale with hundreds
of thousands of clients over last 5 years.
• Previously grew CapNet Inc. to over $80M as one of
the fastest growing financial services firms in LA

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• Where we started
• What was needed
• What we did
• How it turned out
• Plans for the future

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180Fusion partnership has historically…
Increased Account Performance
Increased Customer Satisfaction
Decreased Advertiser Churn
Enhanced Google Customer Service
Expanded Advertising Product Mix

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Search
Video
Mobile
Offers
Local
Site
Display
300 x
250
How to Manage Effectively at Scale?
Social

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Google confidential
Jump in!
Google Confidential and Proprietary

50. Google Confidential and Proprietary
1. Nexus Tablet from Google
2. $500 from 180Fusion towards
Adwords PPC management
PRIZE DRAWING