1. Making the web work for you
Trends from the online world
James van Thiel
Industry Leader
Google Travel Nederland
Google Confidential and Proprietary 1
3. The pace of change is increasing
2bn becoming 5bn Fixed becoming mobile
Everything and everyone
E-commerce becoming commerce
becoming connected Google Confidential and Proprietary
4
4
4. Three trends to take under the loop today
New marketing era The multiscreen world Social & Local
Google Confidential and Proprietary 5
5. Consumers want more information, faster
Google Confidential and Proprietary 6
6. Google Shopping directly shows the consumer
products in a visually attractive way
Google Confidential and Proprietary 7
7. The knowledge graph provides instant information
on places and persons
Google Confidential and Proprietary 8
8. Google offers consumers Hotelfinder and
Flightsearch to facilitate search in Travel
Google Confidential and Proprietary 9
9. In the increasingly complex purchase funnel it is
key to understand your customer
DAY 36
83
days prior to
purchasing a Travel
Product
DAY 1
Source: Thomas Cook consumer journey study Google Confidential and Proprietary 10
10. PRODUCT ERA CONSUMER ERA PREDICTIVE ERA
Adwords Interface Consumer journey Consumer Intent
SCIENCE LEVERS VALUE LEVERS VALUE LEVERS
Cross
KW Bids Attribution Conversion Profile platform
Budgets Structure O2S Automation Social Local
. .
Google Confidential and Proprietary 11
11. Use available data to understand your customers
Google Confidential and Proprietary 12
13. Three trends to take under the loop today
New marketing era The multiscreen world Social & Local
Google Confidential and Proprietary 14
14. television online video
phone
tablet
computer
Google Confidential and Proprietary 15
15. Mobile search volume in Travel category increased
from 4% in 2011 to 21% in October 2012
100%
20%
15%
10%
5%
0%
1/1/2011 1/1/2012 10/1/2012
Desktop Mobile
Note: 2012 data until October
Source: Google internal data; Travel & Tourism category Google Confidential and Proprietary 16
16. Context drives device choice
Today consumers own multiple devices and move seamlessly
between them throughout the day
The device we choose to
use
at a particular time is often
driven by our context:
Our
The amount location
of time we
have or need The goal we Our attitude
want and state of
to accomplish mind
11 Google Confidential and Proprietary 17
17. There are two modes of multi-screening
Sequential Usage
Moving from one device
to another at different
times to accomplish a
task
Simultaneous Usage
Using more than one device at the same time
for either a related or an unrelated activity
Multi-tasking - Unrelated activity Complementary Usage - Related activity
17 Google Confidential and Proprietary 18
18. Sequential usage of desktop and mobile with
Google Chrome to Phone
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19. People search and buy on different devices
UK consumers who researched product via smartphone and purchased it
online via computer afterwards
39 %
Smartphone Desktop / tablet
Such search
clicks are not
tracked through
to conversion
Source : http://www.ourmobileplanet.com
Google Confidential and Proprietary 20
20. Three trends to take under the loop today
New marketing era The multiscreen world Social & Local
Google Confidential and Proprietary 21
21. The social party is getting bigger and bigger
72 hours 300 200
of video is
uploaded
million million
photos uploaded to the average number of
to YouTube Facebook per day Tweets people sent per
every minute day
Internal YouTube data 2012 Facebook Newsroom (March 2012) Twitter blog June 2011
Internal YouTube data 2011
Google Confidential and Proprietary 22
22. And, it’s getting shorter 56%
of DVR owners fast
forward through
commercials
Nielsen 2010
Google Confidential and Proprietary 23
23. Payoff for connecting
has never been greater
77% 90%
of brand content trust
is created by recommendations
consumers from people
they know
360i 2009 Nielsen 2009
Google Confidential and Proprietary 24
24. Socialis a
core human behavior,
not a destination.
Google Confidential and Proprietary 25
26. Messages are impersonal
Comments are not conversations
Recommendations lack staying power
Marketing is fragmented
Google Confidential and Proprietary 27
27. How do you cutthrough
and truly connect?
Google Confidential and Proprietary 28
37. Problem:
Recommendations lack staying power
Problem: Recommendations lack staying power Google Confidential and Proprietary 38
38. Recommendations
Influence Purchases
71% 84%
Say reviews from Use online sources
family members or when deciding what
friends influence to buy
purchase decisions
Harris Interactive 2010 Google research study 2011 Google Confidential and Proprietary 39
40. Integrate the benefits of social into Google Search
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Google Confidential and Proprietary 41
41. Google Now gets you just the right information at
just the right time
Google Confidential and Proprietary 42
42. in the past few thousand years,
the way we pay has changed just
three times – from coins, to paper,
to plastic cards.
now we’re on the brink of the next
big shift…
Google Confidential and Proprietary 43
43. Mobile is already an everyday part of the shopping
experience for consumers
59% of consumers used their
mobiles for holiday shopping last year
70% use a smartphone while
shopping in-store
Google Confidential and Proprietary 44
Sources. Google/Ipsos OTX MediaCT Holiday Shopping Survey, April 2011
44. Google’s vision is to help consumers at the key
shopping touch points
research:
search
loyalty: locate:
Google wallet maps & local ads
pay: save:
Google wallet offers and offer ads
Google Confidential and Proprietary 45
45. The mobile era is NOW, who knows what the
future will bring…
Google Confidential and Proprietary 46
47. How you can make the web work for you
Be where your Make better Simplify with
customers are decisions technology and
test
Google Confidential and Proprietary 48
Notes de l'éditeur
Technologieverandertzosnel. Onmogelijkomvoortestellen hoe de wereldgaatveranderenSlidehiernabevatfilmpje, start direct
Our key technical insight was that people type slowly, but read quickly, typically taking 300 milliseconds between keystrokes, but only 30 milliseconds (a tenth of the time!) to glance at another part of the page. This means that you can scan a results page while you type.
They have changed the way they approached SEARCH as a marketing tool and have realised that to tap into this new opportunity thy had to embrace what we call the CONSUMER era of searchProduct era of search:90% of brands / clients are still stuck in what we call the PRODUCT era of search where:Search as Tech platform: we look at search as tech platform to drive traffic to a websiteLinear measurement: we look at things in a very linear way valuing the last touchpoint that will drive a sales or a conversionAds are relatively staticOPTIMISATION of Adwords // based on Adwords levers: keywords, bids, budgets, crea & structure This is what we call the SCIENCE of searchAnd this is limiting the scope in which a brand can leverage SEARCH to drive business valueConsumer era of search:Search as Media channel: we look at search as a key channel in the overall communications ecosystem Holistic measurement: we understand the new complexity of the consumer journey, acknowledge the importance of channel synergy and start looking at search in a more holistic contextAds are dynamic OPTIMISATION of the consumer journey // based on a deep understanding of its role within the overall consumer journey this is what we cal the FULL VALUE of searchWhat are the levers that marketers can use to drive further revenue and ROI: attribution, conversion, O2S, automationAuchan has for example used the Online to store leverPredictive era of searchSearch as Relationship Realtime measurementPersonalised adsValue leversWe are not saying here that we should move onto the next era and forget the Science of search. The science of search is till very important and actually the learnings from the FVOS era should feed into the optimisation of adwords (bids, etc...)
Als je het welhaalt, is waardenooitgrotergeweestWinnengaat over connection nietluider of meer. Denk de bestegesrekken – 2-zijdig; luisteren; passieervaringendelen + waardevolle content.Alslukt – invloed op wereld die je nooiteerder had.Brand content – if connected willenzebijdragenTrust – weten we allemaal. Vertrouwenonzevrienden. AanbevelingenBUT,If you do connect, the benefits have never been greater Winning isn’t about talking louder or more often. That will never be enough. You need to really connect with your customers. Think about the best conversations you’ve had recently. They are the ones that are two-sided, where people are really listening to each other and excitedto share new experiences and valuable content. Being social savvy in today’s market is about creating the same type of value for your customers. When you do cut through, you have the power to influence the world in ways that you never had before. Think about this. 77% of brand content is created by consumers. This just shows that when people feel connected to brands they love, they are more than happy to join the conversation and share. And this advocacy drives your bottom line. Personal recommendations are the most trusted source of product info - 90% of people trust them. We all know this is true. We trust our friends. And, people are increasingly looking for these recommendations online.
Wat hoorden wij van mensen4 pain pointsWhat we’ve heard When building Google+, we identified 4 pain points that prevent people from making these lasting connections.
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