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![MAYBE A SIX SCREEN WORLD?
[DESKTOP] [MOBILE] [TABLET] [TV] [WEARABLE] [IN-CAR]
Google Confidential and Proprietary](https://image.slidesharecdn.com/seethinkdoprmoment1-140911065237-phpapp02/85/See-Think-Do-Agile-End-To-End-Marketing-7-320.jpg)
Uploaded byDavid Keene
See Think Do - Agile End To End Marketing
The document discusses the evolving landscape of customer interactions across multiple screens and channels, emphasizing the need for marketers to align their strategies with the customer journey phases of awareness, consideration, purchase, and loyalty. It highlights the importance of measuring marketing effectiveness through metrics that reflect user engagement and conversion rates. The author advocates for a customer-first approach in marketing strategies to enhance connection and advocacy.
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- 2. Google Confidential andProprietary David Keene Head of Marketing, Google for Work, NACE google.com/+DavidKeeneX @dkeene
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- 4. EVERYONE IS ALWAYSONLINE 75% Smartphone Penetration 70% UK 4G coverage 86% Online every day
- 5. PEOPLE LIVE INA BOUNDLESS, MULTISCREEN MEDIA WORLD Google Confidential and Proprietary
- 6. 1. What UsersWant Most From Mobile Sites Today; Google/Sterling Research/ SmithGeiger, US, July 2012 2. Google Connected Device Study, UK, March 2013 MANY SCREENS 3 Average number of devices per person rising from 2.3 in 2012 2
- 7. MAYBE A SIXSCREEN WORLD? [DESKTOP] [MOBILE] [TABLET] [TV] [WEARABLE] [IN-CAR] Google Confidential and Proprietary
- 8. SALES BUYING JOURNEY COMPLEX, MULTI-TOUCH, MULTI-STEP, LONG....... ONLINE-TO-OFFLINE Google Confidential and Proprietary INTRA-CHANNEL MULTI-CHANNEL Display Search Conversion Desktop Store Conversion CROSS-DEVICE Mobile Desktop Conversion Conversion Generic Search Brand Search
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- 15. HOW CAN WEMOVE PEOPLE Google Confidential and Proprietary THE ROLE OF DIGITAL FOR EACH STAGE? People who drive cars People who are thinking they might need a new car soon People who want to buy a new car now A D VO C A C Y & L O Y A L T Y SEE THINK DO A W A R E N E S S C O N S I D E R A T I O N P U R C H A S E E V A L U A T I O N
- 16. BREAK DOWN CUSTOMERJOURNEY DIFFERENT TOUCHPOINTS, METRICS AND USER ACTIONS Google Confidential and Proprietary Generic Search Click Assist touchpoints Referral Remarketing Brand Search Click Click Newsletter Signup Display Impression Last touchpoint Microconversion SEE THINK DO Purchase Macroconversion
- 17. BUILD A PLANFOR EACH STAGE RE-ALIGN MARKETING FOCUS WITH CONSIDERATION PHASE A F F I L I A T E S SEE THINK DO Google Confidential and Proprietary S O C I A L S O C IA L S E O S E O S E O D I S P L A Y D I S P L A Y D I S P L A Y Y O U T U B E Y O U T U B E Y T S E M S E M S E M E M A I L E M A I L
- 18. EXPERIMENT AND MEASUREBETTER REVISED CAMPAIGN METRICS OF SUCCESS (EXAMPLES) Visitor Loyalty Abandonment Rate Conversions/CPA Revenue/ROAS Profit R E M A R K E T I N G / C O N T E X T U A L P R O D U C T - C E N T R I C / O F F E R S B R A N D / P R O D U C T / L O W E R F U N N E L T E R M S Google Confidential and Proprietary METRICS MUST ALIGN WITH MARKETING OBJECTIVES CTR Page Depth Microconversions Assist Conversions & Ratios (over mid-term) Interactions, Conversation, Amplification, Applause % of New Visits Indexed Increase in Brand Awareness Assist Conversions & Ratios (over long-term) DEMO/PSYCHO/SOCIAL I N M A R K E T / S I M I L A R A U D I E N C E S Y O U T U B E M A S T H E A D / ? ? P R O D U C T D E M O /P S Y C H O / S O C I A L V I D E O G E N E R A L B R O A D Y O U T U B E S E A R C H / C A T E G O R Y / M I D F U N N E L / P R O B L E M S O L U T I O N SEE THINK DO
- 19. GOOGLE ANALYTICS REALLYUSEFUL Google Confidential and Proprietary MULTI-CHANNEL FUNNELS REPORTING Overview Assisted Conversions Top Conversion Paths Time Lag Path Length
- 20. VISUALIZE ASSIST METRICS AGAINST SEE/THINK/DO FOR IMPROVED UNDERSTANDING Display & Video: Lower Funnel 15.0 5.0 0.5 0.3 Google Confidential and Proprietary SEE Organic Search Direct 3.1 0.8 0.6 Assist Ratios SEE THINK DO 60 day Assist lookback Conversions 9.0 Email Brand Paid Search Display & Video: Upper Funnel Display & Video: Mid-Funnel Paid Search: Generic 0.7 Referral
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- 22. Google Confidential andProprietary RETHINK MEDIA RETHINK METRICS RETHINK MODEL RETHINK WORK FOCUS ON CUSTOMER
- 23. Google Confidential andProprietary Thank you. google.com/+DavidKeeneX @dkeene