SlideShare a Scribd company logo
#SDAMA
#SDAMA
Content: Your
Digital Salesperson
Katie Fellenz
Vice President, Marketing
NextLeft
#SDAMA
Source: McKinsey&Company
#SDAMA
What about all of the moments before the trigger?
We’re	
MovingHouse	
Values
Packing	
SuppliesI	Want	
a	New	
Job
Homes	
for	Sale
What	to	
expect	when	
you’re	
expecting
Mortgage	
Calculator
Best	
School	
Districts
Safest	
Towns	
in	U.S.
Just	
Married
#SDAMA#SDAMA
https://www.youtube.com/watch?v=cplXL-E1ioA&feature=youtu.be
#SDAMA
Be There Be Useful Be Relevant
#SDAMA#SDAMA
How is Google adapting?
#SDAMA
Creating New Result Types
Google continues to evolve in an effort to help provide users the best information, as
quickly as possible
Localized Results
Knowledge Cards Videos
Articles
#SDAMA
Localized Results: What’s Happening?
#SDAMA
Heat	Map:	Local	3-Pack Local	3-Pack	Searches
Localized Results: Why Does It Matter?
#SDAMA
Rich Snippets (Article Cards): What’s Happening?
#SDAMA
Knowledge Cards: What’s Happening?
#SDAMA
Knowledge Cards: Why Does It Matter?
#SDAMA
Video Results: What’s Happening?
#SDAMA
Video Results: Why Does It Matter?
#SDAMA#SDAMA
How can brands adapt?
#SDAMA
where have we been?
CURRENT CONTENT
Be There.
Be Useful.
Be Relevant.
The MOVING PROCESS
Early	Moving	
Research
Moving	Process	&	
Education
Services	&	Price	
Research
#SDAMA
where have we been?
CURRENT CONTENTBE THERE
More	Google	searches	take	place	on		mobile	devices		than	
on	computers	in	10	countries,	including	the	US	and	Japan
90%		of	Smartphone	users	say	they’ve	used	their	phone	to	
make	progress	towards	a	long-term	goal	or	multi-step	process
while	out	and	about
Consumers	interact	with	7.1touch-points	on	average	
throughout	their	purchase	journey
6/10	internet	users	start	shopping	on	one	device	and	finish	on	
a	different	device
What we know…
#SDAMA
“Moving	Tips”
8,100	MSV
Mobile SERPs
#SDAMA
Mobile Experience
“Moving	Tips”
8,100	MSV
#SDAMA
Mobile Experience
“Moving	Tips”
8,100	MSV
#SDAMA
where have we been?
CURRENT CONTENTBE USEFUL
51%	of	smartphone	users	have	purchased	from	a	
company/brand	other	than	the	one	they	intended	to	
because	the	information	provided	was	useful
What we know…
80%	of	all	queries	that	Google	receives	are		
informational	queries	
48%	of	Smartphone	users	are	more	likely	to	
buy	from	companies	
whose	mobile	sites	or	apps	provide
instructional	video	content
#SDAMA
Get Ideas Look UpInfo Make Decisions
B E U S E F U L
#SDAMA
Get Ideas Look UpInfo Make Decisions
B E U S E F U L
#SDAMA
Get Ideas Look UpInfo Make Decisions
B E U S E F U L
#SDAMA
where have we been?
CURRENT CONTENTBE RELEVANT
52%	of	consumers	say	brand	messages	feel	intrusive and	
spammyif	not	relevant	
78%	of	consumers	said	they	want	some	degree	of	
content	personalization
What we know…
#SDAMA
https://www.thinkwithgoogle.com/interviews/airbnb-uses-mobile-to-give-tourists-a-local-experience.html
#SDAMA#SDAMA
Thank You!
katie.fellenz@nextleft.com

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