Google Reviews 180Fusion in Webinar on Multi-Screen Internet Marketing

Google Confidential and Proprietary

1

Today’s Agenda
Introductions (5 mins)
Any Time, Any Place, Any Device (10 mins)
Multi-Screen World: Insights for Succeeding (20 mins)
Key Takeaways (5 mins)
Q&A (5 mins)

2

Introductions
180Fusion and Google


3

Google, Channel Sales
Heather Wilburn – Business Development Manager
Business Objectives for Clients:
•  Educate clients on Google’s ever-growing suite of offerings
•  Promote Search, Mobile, Display, YouTube as aligned with client business
needs
•  Support clients in growing new business
Bio:
•  Joined Google in 2002 as founding member of AdWords advertising
program
•  Initially managed SMB client relationships with a focus on developing
advanced online strategies
•  Currently managing high profile agency partnerships for increased adoption
of, and success with, Google advertising solutions

Marketing Discussion


4

180Fusion
Scott Cohen – CEO
Business Objectives for Clients:
•  Increase sales, general qualified leads, build brand

awareness by driving qualified traffic in profitable way
•  Successfully leverage PPC, SEO, Social Media Marketing, Conversion
Optimization
•  Support overall strategy for online client growth
Bio:
• 
• 
• 
• 

Industry veteran with 17+ years in software and internet sector
Responsible for overall vision and strategy for 180Fusion
Recognized Thought Leader in internet marketing
Successfully supported Fortune 500 executives to SMB market on global
marketing initiatives
•  On the Board of Directors of Non Profit and privately held technology
companies

Marketing Discussion


5

Any Time, Any Place, Any Device
The Digital Revolution


6

The digital revolution in context
information

distribution and
commerce
“buy”

“read”

1994
Users

1998
77M

2000
400M

communication
“talk”

2003
500M

2006
1B

2010
1.9B


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MORE THAN 50% OF ONLINE DEVICES ARE
MOBILE


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That growth is still going….
internet users worldwide
2010 1.9 B
2020

5B
mobile subscribers

2010
2020

5B
10 B
digital information in the world
(videos, photos, music, texts, etc.)

2010
2020

800 exabytes
53 zettabytes

9

The audience journey has changed
You need to be visible in every part of your customer’s non-linear purchase path
Consideration
Evaluation

Awareness

Advocacy

Purchase

Inspired by McKinsey Consumer Decision Journey


10


11


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Majority of our daily media interactions are screen based

90%
10%

Base: All Device Interactions – PC/Laptop (3817); Smartphone (6057); Tablet (542); TV (3592). Q. Which of the following did you use? Q. What else
did you use at the same time? Note: Respondents were asked to consider printed hard copies of Newspaper and Magazine.

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Context drives device choice
Today consumers own multiple devices and move seamlessly
between them throughout the day


14

There are two modes of multi-screening


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Consumers rely on search to move between devices

Base: Have Started Activity on One Device & Continued on Another: Searching (923); Browsing (1172); Shopping (969), Watching a Video (623). Q.
You mentioned that you have started each activity below on one device and then continued it on another device. For each activity (column), please
indicate the way(s) in which you did this.

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Multi-Screen World: Insights for Succeeding
What we expect this year


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DO YOU HAVE MULTI-SCREEN STRATEGY?


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Do you have an integrated search strategy?
search engine results page heat map

after 2 seconds
first 5-6 links on the left get the most attention

after 8 seconds

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Digital Marketing Spend for Companies in 2014*
•  Eight out ten marketers
identify mobile as significant
– yet only 3% of marketing
budget goes to this area
•  Nearly half of digital
marketing budget is spent on
search, with 31% on Paid
Search and 18% on SEO
•  63% of businesses will be
increasing their paid search
budget for 2014, while 47%
plan to do so for SEO

*Source: SEMPO State of Search Marketing Report 2013


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There’s a simple way to think about this


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Always there


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Across the whole web


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On all devices, at all times of day

Midnight

3am

Google internal, 2013
AT&T Nielsen, Clickstream Study, 2010

6am

9am

12pm

3pm

6pm

9pm


24

Always relevant


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Relevant to intent


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Relevant to device


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Relevant to time of day


28
28

Relevant to content


29

Always optimized


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Attribute, evaluate and optimize
the whole customer journey


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180Fusion and Google helps you complete the picture

Google and 180Fusion
support teams can help
you increase your
success

Mobile Ads: consumers turn to
their devices in various contexts –
be there when they do!

Display Ads: Reach
users further down the
purchase funnel; engage
& re-engage them!


32

Key Takeaways

Google Confidential and confidential
Google - Proprietary

33

The Right Ads In Front of the Right People at the Right Time

Your Ads on
All Screens

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“180Fusion Remarketing on solutions on Google
“180Fusion’s SEO and SEM Google allows us to
add value to maximize our digital marketing so
allows us back into our ‘sunk’ costs. It’s a great
opportunity toof our addressable market at the
we’re in front win back those users that we’ve
already driven at an efficient cost. other
right time and to the site through
advertising campaigns.”

Eric Hannelius
Eric Hannelius
Vision Payment
Vision Payment
Solutions
Solutions & CEO
President
President & CEO
Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Searches that have non-SERP click outcomes
n=1,372 Q: How long after the search on your mobile device did you start these activities?.

Google Confidential and confidential
Google - Proprietary

35

Google Reviews 180Fusion in Webinar on Multi-Screen Internet Marketing

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Google Reviews 180Fusion in Webinar on Multi-Screen Internet Marketing