The document outlines the evolving digital marketing strategies necessary to effectively engage today's mobile-centric consumers. Key recommendations include creating cohesive advertising strategies across various platforms, ensuring relevance and optimization, and understanding the complexities of attribution. Jessie Hochhalter emphasizes the importance of leveraging data and partnerships to enhance advertising efforts in a rapidly changing landscape.

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Jessie Hochhalt er
Sales Strategy & Enablement
Elements of a Successful Digital
Marketing Strategy
How to Win Today’s
Consumer

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Jessie Hochhalter
Jessie Hochhalter is on the Sales Strategy and
Enablement team at Google. In her career, she
has held roles ranging from Digital Advertising
Operations Manager to Multimedia Advertising
Director.
She has an MBA from California Lutheran
University, a BA in Philosophy from UC Berkeley
and a BS in Business from UC Berkeley’s Haas
School of Business.
She is very passionate about helping businesses
thrive in an ever-changing advertising landscape,
as well as music, fitness and pitbull rescue.
Sales Strategy
and Enablement

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1952: Roger Bannister and the 4-Minute Mile
Google Confidential and Proprietary

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We don’t go online. We live online.

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Profound Changes Across Industries...

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...Including Media!
Digital
2010 2018
17.1%
37.3% = $83B
% of Spend Across All Media (USA)
Source: eMarketer

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2013 Now 2019
Source: eMarketer
Mobile Ad Spend as a % of Digit al Ad Spend (USA)
Mobile is the Main Driver

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Hours/Day Spent on Mobile Devices
Source: KPCB
Mobile: 6X Increase in 5 Years

9. Mobile has changed the consumer journey
Immediacy
of action
Acting on any stimulus,
whenever we’remotivated to
High
expectations
for relevanceand for
frictionless experiences
Unscripted
decisions
Moreloyalty to the
need in themoment vs. a brand

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Mobile: a way of life for consumers

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How do we
reach these
constantly
connected
consumers?

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Search
“how to buy
a new car”
Read
News article for advice on
different brands, models &
specs
Em ail
friend for car and
dealer advice
Visit
Automotive site to
read reviews and
compare
Search
“Honda dealers
in Sacramento”
Visit
Honda
dealer
Re-market ing
Display Ads
Understand the Customer Journey

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“Advertisers that pause their search advertising campaigns
sometimes cite concerns about how much of the traffic to
the sites is truly incremental to clicks on natural
search results.”
Studies show search ads drive
89% incremental traffic on avg
Source: Studies Show Search Ads Drive 89% Incremental Traffic, Research @ Google, July 21, 2013.
Understand Paid & Organic Search

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Understand Display & Video
Roughly 80% of
our time is spent
outside of search
96% of visitors
don’t convert the
first time they visit
a site
Source: thinkwithgoogle.com

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Always there On all devices
Across the whole web
At all times of day
At every stage of the
customer journey

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Always relevant
Relevant to device
Relevant to time of day
Relevant to location
Relevant to individuals
Relevant to intent

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Always optimized Attribute, evaluate
and optimize
the whole customer
journey

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of daily Google
searches are unique
?%

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15%of daily Google
searches are unique

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We need better data

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Oh, I was just
walking by...
How did you hear
about us?
Typical Attribution

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Proprietary + Confidential
0% credit 0% credit 0% credit 100% credit

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Let’s
go back.

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Your Business

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URL
domain
Your Business website
content
Problem with the Internet?

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Your Business
SEO
SEM
quality
score
website

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Your Business
website
web 2.0

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Your Business
website
web
2.0mobile
50%+ of all queries

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Your Business
website
web
2.0mobile
50%+ of all queries

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Your Business
URL
domain
website
content
quality
score
SEO SEM
web 2.0
mobile

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What’s Next?

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

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PROBLEMS
business owners face:
time
desire
knowledge
resources

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Key Takeaways
● The advertising landscape continues
to change
● A cohesive advertising strategy is
key (search, display, video, TM, etc.)
● Be There, Be Relevant, Be Optimized
● Attribution is tricky but critical
● Work with a Partner to get the most
out of your advertising efforts

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Jessie Hochhalt er
Sales Strategy & Enablement
Thank You!