Building a Successful Digital Marketing Strategy (YP, Google)
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This document summarizes a presentation given by Ben Tyson and Jeff Biesman of Google and YP to marketing partners. The presentation discusses how consumer behavior has changed with more purchase decisions now made online before entering stores. It introduces the concept of the "zero moment of truth" where consumers research online before purchases. The presentation argues that partners are important for small and medium businesses who want help navigating digital opportunities and that partners provide expertise, sales capabilities, and access to Google's tools and customers.
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Building a Successful Digital Marketing Strategy (YP, Google)
- 1. Google Confidential and Proprietary LSA 4/19/15 Google | Channel Sales YP | Marketing YP & Google Circle: Ben Tyson & Jeff Biesman
- 2. Google Confidential and Proprietary2015 Winning the Moments That Matter
- 3. Google Confidential and Proprietary Objectives Introductions Review concept of Zero Moment of Truth Highlight key trends driving change in today’s consumer behavior Understanding the digital challenge The Solution Q & A
- 4. Google Confidential and Proprietary Intro Background Ben Tyson 10 years in digital marketing Joined Google in 2013 to focus on training for Strategic Partnerships for Small-Medium Business/Local Channel. Jeff Biesman 22 years of total marketing experience Former President & CMO in small business ecommerce verticals. Joined YP in 2014 as Vice President of Marketing for the local business channel. Background 4
- 5. Google Confidential and Proprietary 1952: Roger Bannister and the 4-Minute Mile Google Confidential and Proprietary 5
- 6. Google Confidential and Proprietary Google’s vision of the SMB segment BIA Kelsey & Google Internal Stats •Google’s mission especially applicable to SMBs •Millions of SMBs globally •Serve SMBs through partners •Partners provide breadth • Industry expertise • Specialized sales force • SMB customer base •Partners provide scale • 700 partners around the world • Thousands of sales people who sell Google • Millions of SMB customers
- 7. Google Confidential and Proprietary Why are partners the way to go? BIA Kelsey Partners help SMBs for many reasons for lack of engagement, including confusion and lack of time. What SMBs Want: • Human interaction • Simple ad product • Clear value proposition for online fund shift • Advertising solutions customers want • Brand, quality, reach and results • Experts in search and digital advertising solutions • End to end solution covering all online marketing channels
- 8. Google Confidential and Proprietary how do you win today’s buyer?
- 9. Google Confidential and Proprietary Source: Google/Shopper Sciences, Zero Moment of Truth Macro Study, U.S., April 2014
- 10. Google Confidential and Proprietary St. Peter’s Square: 2005 10
- 11. Google Confidential and Proprietary St. Peter’s Square: 2013 11
- 12. Google Confidential and Proprietary 12
- 13. Google Confidential and Proprietary Digital Position Matters Source: comScore, US, CPG study, October 2007. Jupiter Research / Ipsos Insight Consumer Survey, n=2.103 (Search Engine users US only), Jan 2014
- 14. Google Confidential and Proprietary Sequential screening is common & mostly completed within a day Use multiple screens sequentially to accomplish a task over time 90% 98% move between devices that same day Base: Total Respondents (1611). Q. How often do you start an activity (i.e. emailing, researching, or shopping) on one device, but continue it or finish doing it at a later time on a different device? Base: Have Started Activity on One Device & Continued on Another (1455). Q. On average, how much time passes between the time you begin an activity on one device and continue the activity on another device?
- 15. Google Confidential and Proprietary Call a business 56% 29% 15% Make a purchase 54% 29% 17% Less than 1 hour 1-5 hours 5+ hours 51% 29% 20% Visit a store Share information Visit retailer website Continue research 59% 24% 17% 59% 24% 17% 61% 24% 15% Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Searches that have non-SERP click outcomes, n=1,372 Q: How long after the search on your mobile device did you start these activities?
- 16. Google Confidential and Proprietary How Do You Win at Point of Decision According to Procter & Gamble, shoppers make up their minds about a product in 3-7 seconds, just the time it takes to note a product on a store shelf. This time lapse is called (by P&G) the “First Moment of Truth," and it's considered the most important marketing opportunity for a brand. — Wall Street Journal, 2005 Google Confidential and Proprietary 16
- 17. Google Confidential and Proprietary The last 50+ years… The Traditional 3-Step Mental Model of Marketing Stimulus Second Moment of Truth First Moment of Truth 17
- 18. Google Confidential and Proprietary NOW: More Decisions Made Before Entering Store Where Purchase Decisions Are Made (% of Buyers) Source: SymphonyIRI, MarketPulse Survey Series Q1 2011-Q3 2012
- 19. Google Confidential and Proprietary Model Updated: The 4-Moment Mental Model First Moment of Truth Second Moment of Truth Stimulus Which becomes the next person’s ZMOT 19
- 20. Google Confidential and Proprietary Volkswagen Commercial Second Moment of Truth First Moment of Truth Which becomes the next person’s ZMOT
- 21. Google Confidential and Proprietary Stimulus Stimulus FMOT Source: Google/Shopper Sciences, Purchase Funnel Analysis, April 2014. N = 3,000 The New “Many Moments” Mental Model Looks More Like a Flight Map 21
- 22. Google Confidential and Proprietary how do you win today’s buyer?
- 23. Google Confidential and Proprietary Ad Spend is Following Consumers Online Source: eMarketer, March 2013; Share of Avg. Time Spent Per Day with Select Media by U.S. Adults vs. U.S. Ad Spending Share, 2014 43.6% Digital Gap between ad investments and media consumption Untapped Audience Consumers’ Media Consumption Advertising Investments 25% Digital 23
- 24. Google Confidential and Proprietary Search Video Mobile Offers Local Site Display 300 x 250 How to Manage Effectively at Scale? Social
- 25. Google Confidential and Proprietary What Do Our Partnerships Mean? • Google-certified experts • Ongoing training from Google • Transparency • Reporting audits • Customer satisfaction surveys • Access to newest and best from Google • Market guidance • When and where are people searching for your business?
- 26. Google Confidential and Proprietary Questions?
- 27. Google Confidential and Proprietary Thank You!
- 28. Google Confidential and Proprietary
- 29. Google Confidential and Proprietary Download the FREE 2012 handout at 29