Slideshow from Wolfgang Digital client breakfast on 24/1/13.
See for more details: http://www.wolfgangdigital.com/digital-marketing/client-breakfast-slides/
This document provides 7 rules for running a teenage WordPress community. The rules are: 1) Have a clear goal and vision, 2) Be actively involved in the community, 3) Customize WordPress to fit the community's needs, 4) Expect challenges in managing content and potential floods of content, 5) Trust that teenagers can surprise you with their capabilities, 6) Allow your business goals to evolve over time, and 7) Accept that change will occur both for the members and yourself as the founder. The community discussed aims to improve literacy rates for music journalism among teenagers in the UK.
3XE and HeroConf Workshop: Sentiment Analysis and Machine LearningWolfgang Digital
Kenia and Zoran recently took delivered this workshop at 3XE in Dublin and HeroConf in London, discussing the benefits of analysing and leveraging machines learning to better understand sentiment in digital advertising
How Digital Marking Can Pay For Itself - Amplify Digital Conference CorkWolfgang Digital
Wolfgangers, Anna and Beth, joined some of Ireland's leading digital influencers at a two-day digital marketing conference in Cork. Here are the slides from their talk on How to Digital Marking Can Pay For Itself
Wolfgang Essentials 2017 - 3 Things I Learnt About TreesWolfgang Digital
Wolfgang Digital held their annual digital marketing conference in the Google Foundry on June 16th 2017. This was the last talk of the day, where Al spoke about 3 things he learned about trees, and about Wolfgang Forestry.
Wolfgang Essentials 2017 - Audience Building with ContentWolfgang Digital
Wolfgang Digital held their annual digital marketing conference in the Google Foundry on June 16th 2017. Michaela spoke about building audiences and the value of email.
This document provides 7 rules for running a teenage WordPress community. The rules are: 1) Have a clear goal and vision, 2) Be actively involved in the community, 3) Customize WordPress to fit the community's needs, 4) Expect challenges in managing content and potential floods of content, 5) Trust that teenagers can surprise you with their capabilities, 6) Allow your business goals to evolve over time, and 7) Accept that change will occur both for the members and yourself as the founder. The community discussed aims to improve literacy rates for music journalism among teenagers in the UK.
3XE and HeroConf Workshop: Sentiment Analysis and Machine LearningWolfgang Digital
Kenia and Zoran recently took delivered this workshop at 3XE in Dublin and HeroConf in London, discussing the benefits of analysing and leveraging machines learning to better understand sentiment in digital advertising
How Digital Marking Can Pay For Itself - Amplify Digital Conference CorkWolfgang Digital
Wolfgangers, Anna and Beth, joined some of Ireland's leading digital influencers at a two-day digital marketing conference in Cork. Here are the slides from their talk on How to Digital Marking Can Pay For Itself
Wolfgang Essentials 2017 - 3 Things I Learnt About TreesWolfgang Digital
Wolfgang Digital held their annual digital marketing conference in the Google Foundry on June 16th 2017. This was the last talk of the day, where Al spoke about 3 things he learned about trees, and about Wolfgang Forestry.
Wolfgang Essentials 2017 - Audience Building with ContentWolfgang Digital
Wolfgang Digital held their annual digital marketing conference in the Google Foundry on June 16th 2017. Michaela spoke about building audiences and the value of email.
Wolfgang Essentials 2017 - Facebook Shopping - How To Steal Competitors' RevenueWolfgang Digital
Wolfgang Digital held their annual digital marketing conference in the Google Foundry on June 16th 2017. Natalie spoke about how to steal your competitors' revenue using Facebook Shopping.
Wolfgang Essentials 2017 - Google Shopping Eats SERPSWolfgang Digital
Wolfgang Digital held their annual digital marketing conference in the Google Foundry on June 16th 2017. Wolfganger Ciaran spoke about Google shopping and voice search changing the future of the SERP.
Wolfgang Essentials 2017 - Tracking In-Store Sales - ONLINE!Wolfgang Digital
Wolfgang Digital held their annual digital marketing conference in the Google Foundry on June 16th 2017. Wolfganger Sarah spoke about tracking in-store sales online with Facebook.
Wolfgang Essentials 2017 - The Future of Search Belongs to People! - Are You ...Wolfgang Digital
Wolfgang Digital held their annual digital marketing conference in the Google Foundry on June 16th 2017. Wil Reynolds from Seer Interactive came from Philadelphia to speak about the future of search.
Wolfgang Essentials 2017 - The Twin Tech Earthquakes of 2016Wolfgang Digital
The document discusses societal revolutions as moments when we figured out how to increase output, specifically mentioning the Agricultural Revolution, Industrial Revolution, and emerging Intelligence Revolution. It also discusses how attention and intelligence will become increasingly valuable commodities, and how artificial intelligence is advancing capabilities like beating Go champions and gaining a decade of translation progress overnight. Secret projects are aimed at optimizing marketing campaigns using all available online and offline data.
Wolfgang Essentials 2017 - The Next Evolution of the Advertising ExperienceWolfgang Digital
Wolfgang Digital held their annual digital marketing conference in the Google Foundry on June 16th 2017. Wolfganger Darrel spoke about 360 video and VR - the next evolution of the advertising experience.
Wolfgang Essentials 2017 - Top Data Priority for 2017: AttributionWolfgang Digital
Wolfgang Digital held their annual digital marketing conference in the Google Foundry on June 16th 2017. Aidan Kenny from Google spoke about the top data priority for 2017 - cross channel measurement and attribution.
Wolfgangers Kenia and Roisin spoke at SMX London on May 24th 2017 about integrating search into cross- channel marketing campaigns. This is a case study on the importance of integration.
Wolfgang Digital's Head of Content, Michaela Simpson, spoke at Amsterdam's Content Marketing Fast Forward in May 2017. Michaele talks about how to bring savings and investments to life through content marketing.
Wolfgang Digital's Michaela and Kevin dive into the challenges faced by content marketers to demonstrate ROI. They bring their solutions to life through a successful case study, originally delivered at the 3XE Digital Marketing Conference in Croke Park, Dublin.
This document provides guidance on setting up and using Facebook's Offline Events tool to measure Return on Ad Spend (ROAS) from offline sales generated by social media campaigns. It outlines how to track offline events by setting up event tracking in ads, collecting customer data, mapping data to event types, and reporting offline events and sales in the Campaign Dashboard. Tips are provided such as including country codes, uploading only new data, and using offline events to demonstrate the impact of digital ads on offline sales.
Wolfgang Digital at HeroConf London 2016 - The Facebook Conundrum SolvedWolfgang Digital
This document discusses how using Facebook audiences can make Facebook a more valuable advertising channel than it may seem. It provides examples of how qualifying Facebook audiences at different stages of the purchase funnel, like awareness, interest, and conversions, can improve results. Combining Facebook advertising with Google AdWords audiences and analytics can further boost performance by targeting the right people with the right messages.
On June 10th 2016, we held our annual Wolfgang Essentials event at The Foundry, at Google in Dublin. The last part of the talk consisted of a short series of talks:
Luke: Essential SEO - The Spider Trap
Daniel: Essential SEO - The Native Ad Play
Kevin: Essential SEO - Structured Data
Kenia: Facebook Video VS Youtube
Roisin: The Authentic Advertising Revolution
Anna: The Facebook Audience Triple Play
John: Calculate Your In-store Conversions
Beth: The Web's Most Underrated Conversion Tactic
Alan: SERP Trend
Wolfgang Essentials 2016 - The Export OpportunityWolfgang Digital
On June 10th 2016, Wolfgang Digital held their annual marketing event in The Foundry, at Google in Dublin. Stephen Drumm of Google spoke about The Export Opportunity during part two.
Wolfgang Essentials 2016 - Critical Content & VideoWolfgang Digital
On June 10th 2016, Wolfgang Digital held their annual marketing event in The Foundry, at Google in Dublin. Michaela and Kenia discussed content and video during part two.
Wolfgang Essentials 2016 - The 3 Dimensions Of Channel AttributionWolfgang Digital
On June 10th 2016, Wolfgang Digital held their annual marketing event in The Foundry, at Google in Dublin. David and Zoran discussed Channel Attribution during part two of the event.
Wolfgang Essentials 2016 - Migrating Offline Budget OnlineWolfgang Digital
On June 10th 2016, Wolfgang Digital held their annual marketing event in The Foundry, at Google in Dublin. Brendan discussed offline and online budgets during part two of the event. These are his slides.
Wolfgang Essentials 2016 - Essential Facebook UpdatesWolfgang Digital
On June 10th 2016, Wolfgang Digital held their annual marketing event in The Foundry, at Google in Dublin. Roisin discussed recent Facebook updates during part one of the event. These are her slides.
Wolfgang Essentials 2017 - Facebook Shopping - How To Steal Competitors' RevenueWolfgang Digital
Wolfgang Digital held their annual digital marketing conference in the Google Foundry on June 16th 2017. Natalie spoke about how to steal your competitors' revenue using Facebook Shopping.
Wolfgang Essentials 2017 - Google Shopping Eats SERPSWolfgang Digital
Wolfgang Digital held their annual digital marketing conference in the Google Foundry on June 16th 2017. Wolfganger Ciaran spoke about Google shopping and voice search changing the future of the SERP.
Wolfgang Essentials 2017 - Tracking In-Store Sales - ONLINE!Wolfgang Digital
Wolfgang Digital held their annual digital marketing conference in the Google Foundry on June 16th 2017. Wolfganger Sarah spoke about tracking in-store sales online with Facebook.
Wolfgang Essentials 2017 - The Future of Search Belongs to People! - Are You ...Wolfgang Digital
Wolfgang Digital held their annual digital marketing conference in the Google Foundry on June 16th 2017. Wil Reynolds from Seer Interactive came from Philadelphia to speak about the future of search.
Wolfgang Essentials 2017 - The Twin Tech Earthquakes of 2016Wolfgang Digital
The document discusses societal revolutions as moments when we figured out how to increase output, specifically mentioning the Agricultural Revolution, Industrial Revolution, and emerging Intelligence Revolution. It also discusses how attention and intelligence will become increasingly valuable commodities, and how artificial intelligence is advancing capabilities like beating Go champions and gaining a decade of translation progress overnight. Secret projects are aimed at optimizing marketing campaigns using all available online and offline data.
Wolfgang Essentials 2017 - The Next Evolution of the Advertising ExperienceWolfgang Digital
Wolfgang Digital held their annual digital marketing conference in the Google Foundry on June 16th 2017. Wolfganger Darrel spoke about 360 video and VR - the next evolution of the advertising experience.
Wolfgang Essentials 2017 - Top Data Priority for 2017: AttributionWolfgang Digital
Wolfgang Digital held their annual digital marketing conference in the Google Foundry on June 16th 2017. Aidan Kenny from Google spoke about the top data priority for 2017 - cross channel measurement and attribution.
Wolfgangers Kenia and Roisin spoke at SMX London on May 24th 2017 about integrating search into cross- channel marketing campaigns. This is a case study on the importance of integration.
Wolfgang Digital's Head of Content, Michaela Simpson, spoke at Amsterdam's Content Marketing Fast Forward in May 2017. Michaele talks about how to bring savings and investments to life through content marketing.
Wolfgang Digital's Michaela and Kevin dive into the challenges faced by content marketers to demonstrate ROI. They bring their solutions to life through a successful case study, originally delivered at the 3XE Digital Marketing Conference in Croke Park, Dublin.
This document provides guidance on setting up and using Facebook's Offline Events tool to measure Return on Ad Spend (ROAS) from offline sales generated by social media campaigns. It outlines how to track offline events by setting up event tracking in ads, collecting customer data, mapping data to event types, and reporting offline events and sales in the Campaign Dashboard. Tips are provided such as including country codes, uploading only new data, and using offline events to demonstrate the impact of digital ads on offline sales.
Wolfgang Digital at HeroConf London 2016 - The Facebook Conundrum SolvedWolfgang Digital
This document discusses how using Facebook audiences can make Facebook a more valuable advertising channel than it may seem. It provides examples of how qualifying Facebook audiences at different stages of the purchase funnel, like awareness, interest, and conversions, can improve results. Combining Facebook advertising with Google AdWords audiences and analytics can further boost performance by targeting the right people with the right messages.
On June 10th 2016, we held our annual Wolfgang Essentials event at The Foundry, at Google in Dublin. The last part of the talk consisted of a short series of talks:
Luke: Essential SEO - The Spider Trap
Daniel: Essential SEO - The Native Ad Play
Kevin: Essential SEO - Structured Data
Kenia: Facebook Video VS Youtube
Roisin: The Authentic Advertising Revolution
Anna: The Facebook Audience Triple Play
John: Calculate Your In-store Conversions
Beth: The Web's Most Underrated Conversion Tactic
Alan: SERP Trend
Wolfgang Essentials 2016 - The Export OpportunityWolfgang Digital
On June 10th 2016, Wolfgang Digital held their annual marketing event in The Foundry, at Google in Dublin. Stephen Drumm of Google spoke about The Export Opportunity during part two.
Wolfgang Essentials 2016 - Critical Content & VideoWolfgang Digital
On June 10th 2016, Wolfgang Digital held their annual marketing event in The Foundry, at Google in Dublin. Michaela and Kenia discussed content and video during part two.
Wolfgang Essentials 2016 - The 3 Dimensions Of Channel AttributionWolfgang Digital
On June 10th 2016, Wolfgang Digital held their annual marketing event in The Foundry, at Google in Dublin. David and Zoran discussed Channel Attribution during part two of the event.
Wolfgang Essentials 2016 - Migrating Offline Budget OnlineWolfgang Digital
On June 10th 2016, Wolfgang Digital held their annual marketing event in The Foundry, at Google in Dublin. Brendan discussed offline and online budgets during part two of the event. These are his slides.
Wolfgang Essentials 2016 - Essential Facebook UpdatesWolfgang Digital
On June 10th 2016, Wolfgang Digital held their annual marketing event in The Foundry, at Google in Dublin. Roisin discussed recent Facebook updates during part one of the event. These are her slides.
Alt. GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using ...James Anderson
Effective Application Security in Software Delivery lifecycle using Deployment Firewall and DBOM
The modern software delivery process (or the CI/CD process) includes many tools, distributed teams, open-source code, and cloud platforms. Constant focus on speed to release software to market, along with the traditional slow and manual security checks has caused gaps in continuous security as an important piece in the software supply chain. Today organizations feel more susceptible to external and internal cyber threats due to the vast attack surface in their applications supply chain and the lack of end-to-end governance and risk management.
The software team must secure its software delivery process to avoid vulnerability and security breaches. This needs to be achieved with existing tool chains and without extensive rework of the delivery processes. This talk will present strategies and techniques for providing visibility into the true risk of the existing vulnerabilities, preventing the introduction of security issues in the software, resolving vulnerabilities in production environments quickly, and capturing the deployment bill of materials (DBOM).
Speakers:
Bob Boule
Robert Boule is a technology enthusiast with PASSION for technology and making things work along with a knack for helping others understand how things work. He comes with around 20 years of solution engineering experience in application security, software continuous delivery, and SaaS platforms. He is known for his dynamic presentations in CI/CD and application security integrated in software delivery lifecycle.
Gopinath Rebala
Gopinath Rebala is the CTO of OpsMx, where he has overall responsibility for the machine learning and data processing architectures for Secure Software Delivery. Gopi also has a strong connection with our customers, leading design and architecture for strategic implementations. Gopi is a frequent speaker and well-known leader in continuous delivery and integrating security into software delivery.
Unlock the Future of Search with MongoDB Atlas_ Vector Search Unleashed.pdfMalak Abu Hammad
Discover how MongoDB Atlas and vector search technology can revolutionize your application's search capabilities. This comprehensive presentation covers:
* What is Vector Search?
* Importance and benefits of vector search
* Practical use cases across various industries
* Step-by-step implementation guide
* Live demos with code snippets
* Enhancing LLM capabilities with vector search
* Best practices and optimization strategies
Perfect for developers, AI enthusiasts, and tech leaders. Learn how to leverage MongoDB Atlas to deliver highly relevant, context-aware search results, transforming your data retrieval process. Stay ahead in tech innovation and maximize the potential of your applications.
#MongoDB #VectorSearch #AI #SemanticSearch #TechInnovation #DataScience #LLM #MachineLearning #SearchTechnology
Goodbye Windows 11: Make Way for Nitrux Linux 3.5.0!SOFTTECHHUB
As the digital landscape continually evolves, operating systems play a critical role in shaping user experiences and productivity. The launch of Nitrux Linux 3.5.0 marks a significant milestone, offering a robust alternative to traditional systems such as Windows 11. This article delves into the essence of Nitrux Linux 3.5.0, exploring its unique features, advantages, and how it stands as a compelling choice for both casual users and tech enthusiasts.
Maruthi Prithivirajan, Head of ASEAN & IN Solution Architecture, Neo4j
Get an inside look at the latest Neo4j innovations that enable relationship-driven intelligence at scale. Learn more about the newest cloud integrations and product enhancements that make Neo4j an essential choice for developers building apps with interconnected data and generative AI.
Securing your Kubernetes cluster_ a step-by-step guide to success !KatiaHIMEUR1
Today, after several years of existence, an extremely active community and an ultra-dynamic ecosystem, Kubernetes has established itself as the de facto standard in container orchestration. Thanks to a wide range of managed services, it has never been so easy to set up a ready-to-use Kubernetes cluster.
However, this ease of use means that the subject of security in Kubernetes is often left for later, or even neglected. This exposes companies to significant risks.
In this talk, I'll show you step-by-step how to secure your Kubernetes cluster for greater peace of mind and reliability.
A tale of scale & speed: How the US Navy is enabling software delivery from l...sonjaschweigert1
Rapid and secure feature delivery is a goal across every application team and every branch of the DoD. The Navy’s DevSecOps platform, Party Barge, has achieved:
- Reduction in onboarding time from 5 weeks to 1 day
- Improved developer experience and productivity through actionable findings and reduction of false positives
- Maintenance of superior security standards and inherent policy enforcement with Authorization to Operate (ATO)
Development teams can ship efficiently and ensure applications are cyber ready for Navy Authorizing Officials (AOs). In this webinar, Sigma Defense and Anchore will give attendees a look behind the scenes and demo secure pipeline automation and security artifacts that speed up application ATO and time to production.
We will cover:
- How to remove silos in DevSecOps
- How to build efficient development pipeline roles and component templates
- How to deliver security artifacts that matter for ATO’s (SBOMs, vulnerability reports, and policy evidence)
- How to streamline operations with automated policy checks on container images
“An Outlook of the Ongoing and Future Relationship between Blockchain Technologies and Process-aware Information Systems.” Invited talk at the joint workshop on Blockchain for Information Systems (BC4IS) and Blockchain for Trusted Data Sharing (B4TDS), co-located with with the 36th International Conference on Advanced Information Systems Engineering (CAiSE), 3 June 2024, Limassol, Cyprus.
Sudheer Mechineni, Head of Application Frameworks, Standard Chartered Bank
Discover how Standard Chartered Bank harnessed the power of Neo4j to transform complex data access challenges into a dynamic, scalable graph database solution. This keynote will cover their journey from initial adoption to deploying a fully automated, enterprise-grade causal cluster, highlighting key strategies for modelling organisational changes and ensuring robust disaster recovery. Learn how these innovations have not only enhanced Standard Chartered Bank’s data infrastructure but also positioned them as pioneers in the banking sector’s adoption of graph technology.
In his public lecture, Christian Timmerer provides insights into the fascinating history of video streaming, starting from its humble beginnings before YouTube to the groundbreaking technologies that now dominate platforms like Netflix and ORF ON. Timmerer also presents provocative contributions of his own that have significantly influenced the industry. He concludes by looking at future challenges and invites the audience to join in a discussion.
Cosa hanno in comune un mattoncino Lego e la backdoor XZ?Speck&Tech
ABSTRACT: A prima vista, un mattoncino Lego e la backdoor XZ potrebbero avere in comune il fatto di essere entrambi blocchi di costruzione, o dipendenze di progetti creativi e software. La realtà è che un mattoncino Lego e il caso della backdoor XZ hanno molto di più di tutto ciò in comune.
Partecipate alla presentazione per immergervi in una storia di interoperabilità, standard e formati aperti, per poi discutere del ruolo importante che i contributori hanno in una comunità open source sostenibile.
BIO: Sostenitrice del software libero e dei formati standard e aperti. È stata un membro attivo dei progetti Fedora e openSUSE e ha co-fondato l'Associazione LibreItalia dove è stata coinvolta in diversi eventi, migrazioni e formazione relativi a LibreOffice. In precedenza ha lavorato a migrazioni e corsi di formazione su LibreOffice per diverse amministrazioni pubbliche e privati. Da gennaio 2020 lavora in SUSE come Software Release Engineer per Uyuni e SUSE Manager e quando non segue la sua passione per i computer e per Geeko coltiva la sua curiosità per l'astronomia (da cui deriva il suo nickname deneb_alpha).
UiPath Test Automation using UiPath Test Suite series, part 5DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 5. In this session, we will cover CI/CD with devops.
Topics covered:
CI/CD with in UiPath
End-to-end overview of CI/CD pipeline with Azure devops
Speaker:
Lyndsey Byblow, Test Suite Sales Engineer @ UiPath, Inc.
Observability Concepts EVERY Developer Should Know -- DeveloperWeek Europe.pdfPaige Cruz
Monitoring and observability aren’t traditionally found in software curriculums and many of us cobble this knowledge together from whatever vendor or ecosystem we were first introduced to and whatever is a part of your current company’s observability stack.
While the dev and ops silo continues to crumble….many organizations still relegate monitoring & observability as the purview of ops, infra and SRE teams. This is a mistake - achieving a highly observable system requires collaboration up and down the stack.
I, a former op, would like to extend an invitation to all application developers to join the observability party will share these foundational concepts to build on:
Removing Uninteresting Bytes in Software FuzzingAftab Hussain
Imagine a world where software fuzzing, the process of mutating bytes in test seeds to uncover hidden and erroneous program behaviors, becomes faster and more effective. A lot depends on the initial seeds, which can significantly dictate the trajectory of a fuzzing campaign, particularly in terms of how long it takes to uncover interesting behaviour in your code. We introduce DIAR, a technique designed to speedup fuzzing campaigns by pinpointing and eliminating those uninteresting bytes in the seeds. Picture this: instead of wasting valuable resources on meaningless mutations in large, bloated seeds, DIAR removes the unnecessary bytes, streamlining the entire process.
In this work, we equipped AFL, a popular fuzzer, with DIAR and examined two critical Linux libraries -- Libxml's xmllint, a tool for parsing xml documents, and Binutil's readelf, an essential debugging and security analysis command-line tool used to display detailed information about ELF (Executable and Linkable Format). Our preliminary results show that AFL+DIAR does not only discover new paths more quickly but also achieves higher coverage overall. This work thus showcases how starting with lean and optimized seeds can lead to faster, more comprehensive fuzzing campaigns -- and DIAR helps you find such seeds.
- These are slides of the talk given at IEEE International Conference on Software Testing Verification and Validation Workshop, ICSTW 2022.
GraphSummit Singapore | The Art of the Possible with Graph - Q2 2024Neo4j
Neha Bajwa, Vice President of Product Marketing, Neo4j
Join us as we explore breakthrough innovations enabled by interconnected data and AI. Discover firsthand how organizations use relationships in data to uncover contextual insights and solve our most pressing challenges – from optimizing supply chains, detecting fraud, and improving customer experiences to accelerating drug discoveries.
3. On The Menu:
1. The Irish Consumer Online – Joan Mulvihill, IIA
2. “Moments of Truth” – Ross O’Connor, Google
3. Search Stats – Alan Coleman, Wolfgang Digital
4. Latest Google AdWords Innovations - Brendan
Almack, Wolfgang Digital
5. The New SEO Landscape – Alan Coleman & Ciaran
Murphy, Wolfgang Digital
6. Last Person Standing Quiz – iPad mini up for grabs
7. Q & A
11. Win at Point of Decision
According to Procter &
Gamble, shoppers make up
their minds about a
product in three to seven
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 11
12. The Traditional Mental Model of Marketing
• Stimulus First Moment Second
of Truth Moment of
Truth
12
13. The New Mental Model of Marketing (B2B)
Stimulus First Second
Moment Moment
of Truth of Truth
Which becomes the
next person’s ZMOT
13
14. We asked shoppers 4 key questions:
When? Purchase Timeline
How far in advance do shoppers start thinking about their purchase?
What? Source Usage
What traditional and new media sources did shoppers use to help
them decide on their purchases?
How? Influence
How influential were each of the sources in the ultimate
decision making?
Why? Information-Seeking
Why did shoppers consult the internet? What information where they looking
for?
14
15. The purchase timeline varies by
Average Length of Purchase Cycle
category
Tech, Voters,
Automotive, Fi OTC
nance Health, CPGs
Restaurant, CP
Gs
5% 5% 8% 12%
10%
More than
a year
7-12 3% 5% 7%
months 4-6 months
before
before before 2-3 months A month 4% 8%
before
before 3 weeks
before 2 weeks
7%
before A week
before 4-6 days 1%
before 2-3 days
One day
1% 2% 6%
before
before 9-12 hours 8%
before 5-8 hours 8%
before 3-4 hours
before 1-2 hours
before Within the
hour of my A few
purchase moments
before I
purchased
Q1 First, in TOTAL, how long were you thinking about [PIPE] before you actually PURCHASED it/them?
Base: N=5,003
Source: Google/Shopper Sciences, Zero Moment of Truth Study Apr 2011
16. Shoppers today are able to process an enormous
amount of information
Shoppers today use twice as many sources to arrive at a decision
Avg # Sources Used
10.4
5.27
?
2010 2011 2012
Q2 When you were considering purchasing [PRODUCT], what sources of information did you seek out to help with your decision?
Base:N=5,003
Source: Google/Shopper Sciences, Zero Moment of Truth Study Apr 2011
17. Shoppers use a range of
sources, dependingofonsources whenof decision
Shoppers can range from using an average 5.8
type choosing a Restaurant
to a high of 18.2 sources used by Automobile shoppers.
Average # of Sources Used by Category
18.2
14.8 14.7
10.8 11.7
9.8 10.2
8.6 8.9
7 7.3
5.8
CPG
Voters
Insurance
Travel
Banking
Automotive
Investment
CPG Grocery
Tech
Credit Card
Restaurant
OTC Health
Health/Beauty
Q2 When you were considering purchasing [PRODUCT], what sources of information did you seek out to help with your decision?
Base:N=5,003
18.
19. Key Challenges that marketers face
• 1. Every ZMOT Shopper is unique
• 2. It’s never been easier to walk out of the store
• 3. Shopping cart abandonment is at an all time high
• 4. Push advertising alone isn’t enough anymore
• 5. Cross-shopping behavior is snowballing
20. Tips at zeromomentoftruth.com
• 1. Show up in the right place
• 2. Show Up More Often
• 3. Show up with the Right Content
• 4. Measure Up
29. Google AdWords
Innovations
Brendan Almack, Wolfgang Digital
30. Dynamic Search Ads
• Show ads based on the content
of your website
• Google reference the organic
Keywords search index of your website
• Ad text headline and landing
page automatically generated
69. So it’s Social Media Marketing, yes?
Social Media Content Marketing
Marketing
Centre of Social Media Channels Your Website
Gravity
Objective Branding, Customer Demand Generation
Service
70. Far Reaching Benefits
Search:
Future-proof Google Rankings
Long Tail keyword rankings
Social:
Community building
Deepen relationships
Develop new relationships
Net Effect:
TRUST
More Traffic
Higher Conversion Rate
74. In the future, media spend will be the price a business pays, for
not capitalising on the content marketing opportunity.
75. Content Marketing Summary
There are no shortcuts in SEO anymore
Content Marketing is your new best friend
Content – (Strategy + Architecture) = Noise
Full Funnel Engagement = TRUST
We’re going to earn an audience rather than buy one.
76. The Donkey is OK
"I'm pleased to confirm the donkey is alive and well," Kei Kawai, group product
manager for Google maps
78. Game Rules
• All questions are multiple choice (A or B).
• Raise your right hand if you think A is the
correct answer.
• Raise your left hand if you think B is the
correct answer.
• If you get an answer wrong, you must sit
down.
• Last one standing wins!
79. 1. What percentage of Irish consumers
do online research before making a
purchase?
A) 35%
B) 45%
80. 1. Answer - B
45% of Irish consumers do online research
before making a purchase.
81. 2. Which of these is the more
expensive AdWords click in Ireland?
A) Trading Tool
B) Online Casino
As you know 95% of Irish use Google as default browser and the no 2 search engine is YT.
1 Who has heard of the 2 Start – story about buying a TV
We asked shoppers 4 key questions to an audience of over 5,00 shoppers around When? What? How and Why?
Shoppers are not replacing traditional source nodes with new source nodes. Rather, they are dramatically increasing their activity to accommodate new information.
Shoppers are not replacing traditional source nodes with new source nodes. Rather, they are dramatically increasing their activity to accommodate new information.
The sales funnel isn’t really a funnel any more
1. Show up in the right placeGo Multi-Screen, Win local ZMOT with Mobile, Be a Leader in T-Commerce, Use Affiliate Marketing to Win Wandering Shoppers2. Show Up More OftenMix Brand Wit Non-Brand at ZMOT, Manage with Bids, not Budget, Activate Feeds3. Show up with the Right ContentWin with Loyalty, Convenience and Speed, Focus on Customers over Clicks, Help Consumers Buy With Their Eyes, Build Trust with Answers and Social Signals4. Measure UpMeasure Macro and Micro Conversions, Join the Attribution Revolution, 5. Cross-shopping behavior is snowballing
Google AdWords is always changingGoogle want Advertisers to win – 96% Rev. from advertising
- Google Merchant Centre is a tool which helps you upload your product listings to be used for Google Shopping, Google Product Ads, and Google Commerce Search.
- Google Merchant Centre is a tool which helps you upload your product listings to be used for Google Shopping, Google Product Ads, and Google Commerce Search.
- Google Merchant Centre is a tool which helps you upload your product listings to be used for Google Shopping, Google Product Ads, and Google Commerce Search.
- Google Merchant Centre is a tool which helps you upload your product listings to be used for Google Shopping, Google Product Ads, and Google Commerce Search.
- Google Merchant Centre is a tool which helps you upload your product listings to be used for Google Shopping, Google Product Ads, and Google Commerce Search.