#wolfgangbreakfast
On The Menu:1. The Irish Consumer Online – Joan Mulvihill, IIA2. “Moments of Truth” – Ross O’Connor, Google3. Search Stats...
Joan MulvihillCEO
Ross O’Connor
Google Zeitgeist 2012
Build a Great Product                        9
Tell Your Target About It                            1                            0
Win at Point of DecisionAccording to Procter &Gamble, shoppers make uptheir minds about aproduct in three to sevenseconds,...
The Traditional Mental Model of Marketing •   Stimulus      First Moment          Second                      of Truth    ...
The New Mental Model of Marketing (B2B)     Stimulus                      First       Second                              ...
We asked shoppers 4 key questions:When? Purchase TimelineHow far in advance do shoppers start thinking about their purchas...
The purchase timeline varies by Average Length of Purchase Cycle                                 category                 ...
Shoppers today are able to process an enormousamount of information            Shoppers today use twice as many sources to...
Shoppers use a range ofsources, dependingofonsources whenof decisionShoppers can range from using an average 5.8          ...
Key Challenges that marketers face•   1. Every ZMOT Shopper is unique•   2. It’s never been easier to walk out of the stor...
Tips at zeromomentoftruth.com• 1. Show up in the right place• 2. Show Up More Often• 3. Show up with the Right Content• 4....
www.zeromomentoftruth.com                            21
How Important is Search?
Traffic Sources
Irish Love Search
Ranking Reflects Brand Importance
Google AdWords          InnovationsBrendan Almack, Wolfgang Digital
Dynamic Search Ads           • Show ads based on the content             of your website           • Google reference the ...
Dynamic Search Ads – Problem Solved
Product Listing Ads
Product Listing Ads        • Search ads that include richer          product information.        • Need a Google AdWords  ...
Product Listing Ads – In Action                        • Conversion rate doubledCeltic Wedding          • 50% increase in ...
Google Display Network (GDN)            • A Particular Website            • Your Interests            • Age            • G...
Display Behaving Like Search?             • GMail Targeting             • Conversion Rate x 3             • Conversion Rat...
The New SEO Landscape
SEO & Pro Cycling
Larry & Sergey (really cool guys)Slide  43
“Gaming” Google
White Hat & Black Hat
Cheats Got Caught
Humans V Robots
Technological Singularity
Penguin UpdatePenalised “over optimisation” of inbound linksHere’s a great place to buy tennis shoes online   (x50,000)
High Profile Casualties
Handing Back Titles
Typical Reaction•   Trying to complain to Google•   Ramping up AdWords spend•   Unlinking like crazy•   Then waiting……
New SEO LandscapeNew Pillars of SEO: Growing Website Natural Inbound Links Social Signals Authorship
ContentMarketing
Quality Content              StrategyVoice/Tone      Goals       Audience        Social Media Channels
Off-Site On-Site
Content - Article
Infographic’s – So Hot
Dollar Shave Club   Video Content
Paddy Power
Distribution• Uploaded to Blog• Shared through relevant Social Media  Channels – Facebook, Twitter, LinkedIn• Google Plus•...
Images & CTR
Reporting•   Social Engagement•   Keyword Ranking•   Traffic•   Newsletter Sign-ups•   Branded Searches•   Leads & Sales
So it’s Social Media Marketing, yes?                Social Media            Content Marketing                Marketing    ...
Far Reaching BenefitsSearch: Future-proof Google Rankings Long Tail keyword rankingsSocial: Community building Deepen ...
Full Funnel Engagement                           Display   SearchSlide  71
Viral Growth
Ripe For Disruption?
In the future, media spend will be the price a business pays, fornot capitalising on the content marketing opportunity.
Content Marketing Summary There are no shortcuts in SEO anymore Content Marketing is your new best friend Content – (St...
The Donkey is OK"Im pleased to confirm the donkey is alive and well," Kei Kawai, group productmanager for Google maps
Last Person Standing Quiz  Your chance   to win an:
Game Rules• All questions are multiple choice (A or B).• Raise your right hand if you think A is the  correct answer.• Rai...
1. What percentage of Irish consumers  do online research before making a               purchase?A) 35%B) 45%
1. Answer - B45% of Irish consumers do online researchbefore making a purchase.
2. Which of these is the more  expensive AdWords click in Ireland?A) Trading ToolB) Online Casino
2. Answer - A“Trading Tool” costs €51.37“Online Casino” costs €43.94
3. Who has more followers on Twitter?A) Kim KardashianB) Barack Obama
3. Answer - BBarack Obama has almost 26 million followers.Kim Kardashian “only” has 17 million.
4. What was Wolfgang Digital named              after?A) 18th Century music composerB) A goldfish
4. Answer - BWolfgang Digital was named after the companypet goldfish.                RIP Wolfgang
5. How many advertisers were banned       from Google in 2012?A) 98,000B) 889,000
5. Answer - B889,000 advertisers were banned last year!
6. How many Google searches are   made every second worldwide?A) 33,333B) 26,667
6. Answer - AThere are 33,333 Google searches performedevery second (2 million per minute) around theworld.
7. What brand has more “likes” on             Facebook?A) Coca ColaB) Disney
7. Answer - ACoca Cola has more ‘likes’ with 57 million.Disney has 41 million.
8. What was Google’s global revenue              in 2011?A) $37.9 BillionB) $50.5 Billion
8. Answer - AGoogle’s global revenue was $37.9 Billion in2011.
9. What percentage of Google  searches have never been searched               before?A) 16%B) 12%
9. Answer - A16% of all searches on Google are beingsearched for the first time.
10. How many Google Plus users are         there worldwide?A) 500 millionB) 35 million
10. Answer - AGoogle Plus now has over 500 million users.
Tie BreakerOn what date was Google founded?
AnswerGoogle was founded on the 4th of September1998.
Questions & Answers
Thanks For Coming
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
Wolfgang client breakfast briefing (wordpress edition)
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Wolfgang client breakfast briefing (wordpress edition)

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  • 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.
  • Wolfgang client breakfast briefing (wordpress edition)

    1. 1. #wolfgangbreakfast
    2. 2. On The Menu:1. The Irish Consumer Online – Joan Mulvihill, IIA2. “Moments of Truth” – Ross O’Connor, Google3. Search Stats – Alan Coleman, Wolfgang Digital4. Latest Google AdWords Innovations - Brendan Almack, Wolfgang Digital5. The New SEO Landscape – Alan Coleman & Ciaran Murphy, Wolfgang Digital6. Last Person Standing Quiz – iPad mini up for grabs7. Q & A
    3. 3. Joan MulvihillCEO
    4. 4. Ross O’Connor
    5. 5. Google Zeitgeist 2012
    6. 6. Build a Great Product 9
    7. 7. Tell Your Target About It 1 0
    8. 8. Win at Point of DecisionAccording to Procter &Gamble, shoppers make uptheir minds about aproduct in three to sevenseconds, just the time ittakes to note a product on astore shelf.This time lapse is called (byP&G) the “First Moment ofTruth," and its consideredthe most importantmarketing opportunity for abrand.— Wall Street Journal, 2005 Google Confidential and Proprietary 11
    9. 9. The Traditional Mental Model of Marketing • Stimulus First Moment Second of Truth Moment of Truth 12
    10. 10. The New Mental Model of Marketing (B2B) Stimulus First Second Moment Moment of Truth of Truth Which becomes the next person’s ZMOT 13
    11. 11. We asked shoppers 4 key questions:When? Purchase TimelineHow far in advance do shoppers start thinking about their purchase?What? Source UsageWhat traditional and new media sources did shoppers use to helpthem decide on their purchases?How? InfluenceHow influential were each of the sources in the ultimatedecision making?Why? Information-SeekingWhy did shoppers consult the internet? What information where they lookingfor? 14
    12. 12. 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
    13. 13. Shoppers today are able to process an enormousamount 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
    14. 14. Shoppers use a range ofsources, dependingofonsources whenof decisionShoppers can range from using an average 5.8 type choosing a Restaurantto 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 7.35.8 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
    15. 15. 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
    16. 16. 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
    17. 17. www.zeromomentoftruth.com 21
    18. 18. How Important is Search?
    19. 19. Traffic Sources
    20. 20. Irish Love Search
    21. 21. Ranking Reflects Brand Importance
    22. 22. Google AdWords InnovationsBrendan Almack, Wolfgang Digital
    23. 23. Dynamic Search Ads • Show ads based on the content of your website • Google reference the organicKeywords search index of your website • Ad text headline and landing page automatically generated
    24. 24. Dynamic Search Ads – Problem Solved
    25. 25. Product Listing Ads
    26. 26. Product Listing Ads • Search ads that include richer product information. • Need a Google AdWords Account • Google AdWords + Merchant Centre
    27. 27. Product Listing Ads – In Action • Conversion rate doubledCeltic Wedding • 50% increase in SalesRings PLA Image • Conversion Rate Doubled • 50% Increase In Sales
    28. 28. Google Display Network (GDN) • A Particular Website • Your Interests • Age • Gender • Re-marketing • Advanced Combinations
    29. 29. Display Behaving Like Search? • GMail Targeting • Conversion Rate x 3 • Conversion Rate ≈ Search
    30. 30. The New SEO Landscape
    31. 31. SEO & Pro Cycling
    32. 32. Larry & Sergey (really cool guys)Slide  43
    33. 33. “Gaming” Google
    34. 34. White Hat & Black Hat
    35. 35. Cheats Got Caught
    36. 36. Humans V Robots
    37. 37. Technological Singularity
    38. 38. Penguin UpdatePenalised “over optimisation” of inbound linksHere’s a great place to buy tennis shoes online (x50,000)
    39. 39. High Profile Casualties
    40. 40. Handing Back Titles
    41. 41. Typical Reaction• Trying to complain to Google• Ramping up AdWords spend• Unlinking like crazy• Then waiting……
    42. 42. New SEO LandscapeNew Pillars of SEO: Growing Website Natural Inbound Links Social Signals Authorship
    43. 43. ContentMarketing
    44. 44. Quality Content StrategyVoice/Tone Goals Audience Social Media Channels
    45. 45. Off-Site On-Site
    46. 46. Content - Article
    47. 47. Infographic’s – So Hot
    48. 48. Dollar Shave Club Video Content
    49. 49. Paddy Power
    50. 50. Distribution• Uploaded to Blog• Shared through relevant Social Media Channels – Facebook, Twitter, LinkedIn• Google Plus• Why Google Plus?
    51. 51. Images & CTR
    52. 52. Reporting• Social Engagement• Keyword Ranking• Traffic• Newsletter Sign-ups• Branded Searches• Leads & Sales
    53. 53. 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
    54. 54. Far Reaching BenefitsSearch: Future-proof Google Rankings Long Tail keyword rankingsSocial: Community building Deepen relationships Develop new relationshipsNet Effect: TRUST More Traffic Higher Conversion Rate
    55. 55. Full Funnel Engagement Display SearchSlide  71
    56. 56. Viral Growth
    57. 57. Ripe For Disruption?
    58. 58. In the future, media spend will be the price a business pays, fornot capitalising on the content marketing opportunity.
    59. 59. 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.
    60. 60. The Donkey is OK"Im pleased to confirm the donkey is alive and well," Kei Kawai, group productmanager for Google maps
    61. 61. Last Person Standing Quiz Your chance to win an:
    62. 62. 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!
    63. 63. 1. What percentage of Irish consumers do online research before making a purchase?A) 35%B) 45%
    64. 64. 1. Answer - B45% of Irish consumers do online researchbefore making a purchase.
    65. 65. 2. Which of these is the more expensive AdWords click in Ireland?A) Trading ToolB) Online Casino
    66. 66. 2. Answer - A“Trading Tool” costs €51.37“Online Casino” costs €43.94
    67. 67. 3. Who has more followers on Twitter?A) Kim KardashianB) Barack Obama
    68. 68. 3. Answer - BBarack Obama has almost 26 million followers.Kim Kardashian “only” has 17 million.
    69. 69. 4. What was Wolfgang Digital named after?A) 18th Century music composerB) A goldfish
    70. 70. 4. Answer - BWolfgang Digital was named after the companypet goldfish. RIP Wolfgang
    71. 71. 5. How many advertisers were banned from Google in 2012?A) 98,000B) 889,000
    72. 72. 5. Answer - B889,000 advertisers were banned last year!
    73. 73. 6. How many Google searches are made every second worldwide?A) 33,333B) 26,667
    74. 74. 6. Answer - AThere are 33,333 Google searches performedevery second (2 million per minute) around theworld.
    75. 75. 7. What brand has more “likes” on Facebook?A) Coca ColaB) Disney
    76. 76. 7. Answer - ACoca Cola has more ‘likes’ with 57 million.Disney has 41 million.
    77. 77. 8. What was Google’s global revenue in 2011?A) $37.9 BillionB) $50.5 Billion
    78. 78. 8. Answer - AGoogle’s global revenue was $37.9 Billion in2011.
    79. 79. 9. What percentage of Google searches have never been searched before?A) 16%B) 12%
    80. 80. 9. Answer - A16% of all searches on Google are beingsearched for the first time.
    81. 81. 10. How many Google Plus users are there worldwide?A) 500 millionB) 35 million
    82. 82. 10. Answer - AGoogle Plus now has over 500 million users.
    83. 83. Tie BreakerOn what date was Google founded?
    84. 84. AnswerGoogle was founded on the 4th of September1998.
    85. 85. Questions & Answers
    86. 86. Thanks For Coming

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