Google Confidential and Proprietary

1
Agenda
 Introductions
 Review concept of Zero Moment of Truth
 Highlight key trends driving change in today’s consumer ...
Google, Channel Sales
Heather Wilburn – Business Development Manager

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

aware...
how do you win today’s

customer?

Google Confidential and Proprietary

5
New York City – RAIN on Broadway

Google Confidential and Proprietary

6
As an SMB…
Step 1: Build a Great Product/Service

Google Confidential and Proprietary

7
7
Step 2: Tell Your Target Audience About It

Google Confidential and Proprietary

8
8
Step 3: Win at Point of Decision

According to Procter &
Gamble, shoppers make
up their minds about a
product in 3-7 secon...
The last 50+ years…
The Traditional 3-Step Mental Model of Marketing

• Stimulus

First
Moment of
Truth

Second
Moment of
...
NOW: More Decisions Made Before Entering Store
Where Purchase Decisions Are Made (% of Buyers)
26%

26%

22%

23%

23%

24...
New Path to Purchase: The 4-Moment Mental Model
(circa Google 2011)

Stimulus

First
Moment
of Truth

Second
Moment
of Tru...
The New “Many Moments” Mental Model
Looks More Like a Flight Map
(circa Google 2012)

Stimulus

Stimulus

FMOT
Source: Goo...
We have lots of moments

nearest
coffee
shop sf
7:43a

superman
trailer
8:11a

auto lease
deals
10:01a

average
mpg suv
10...
Together, the moments form a consumer journey

nearest
coffee shop
sf
7:43a

superman
trailer
8:11a

auto lease
deals
10:0...
Millions of people, billions of moments

nearest
movie
theatre
7:01pm

superman
movie
what’s
3:29pm
in theaters
now
11:16a...
Which moments matter to your business?

nearest
movie
theatre
7:01pm

superman
movie
what’s
3:29pm
in theaters
now
11:16am...
There’s a simple way to think about this

Google Confidential and Proprietary

18
Always there

Google Confidential and Proprietary

19
Across the whole web

Google Confidential and Proprietary

20
On all devices, at all times of day

Midnight

3am

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

6am

9am
...
Always relevant

Google Confidential and Proprietary

22
Relevant to intent

Google Confidential and Proprietary

23
Relevant to device

Google Confidential and Proprietary

24
Relevant to time of day

Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and P...
Relevant to content

Google Confidential and Proprietary

26
Relevant to behavior
Dynamic
remarketing
can boost CTRs by

450%

Google internal, 2013

Google Confidential and Proprieta...
Always optimized

Google Confidential and Proprietary

28
Attribute value beyond the last click

72%
of marketers agree
that attribution helps
them make better
decisions

“vacation...
Attribute, evaluate and optimize
the whole customer journey

Google Confidential and Proprietary

30
180Fusion and Google helps you complete the picture

Google Confidential and Proprietary

31
Google Confidential and Proprietary

32
IMCA Capital / Prime Credit
Blake Johnson – Managing Partner at Pacific Capital
Companies

Bio:

• Managing Partner and Fo...
• Where we started
•
•

Initially unsuccessful online with 2 seo vendors
Selected top firm-180Fusion to take over to deter...
how do you win today’s

customer?

Google Confidential and Proprietary

35
How to Manage Digital Marketing Effectively?
Social
Mobile

Search

Site

300 x 250

Display

Local
Video

Offers
Google C...
180Fusion partnership has historically…
Increased Account Performance
Increased Customer Satisfaction
Decreased Advertiser...
Jump in!

Google Confidential and Proprietary
Google Confidential and Proprietary

38 Google confidential

38
38
Thank You!

Google Confidential and Proprietary

39
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180Fusion and Google PPC Management Seminar

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Publié le

180Fusion and Google PPC Management Seminar
November 21, 2013
For More Information visit; www.180fusion.com
sales@180fusion.com

Publié dans : Marketing, Technologie, Business
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180Fusion and Google PPC Management Seminar

  1. 1. Google Confidential and Proprietary 1
  2. 2. Agenda  Introductions  Review concept of Zero Moment of Truth  Highlight key trends driving change in today’s consumer behavior  180Fusion strategies that can assist in winning ZMOT  180Fusion customer testimonial Q&A Google Confidential and Proprietary 2
  3. 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 Google Confidential and Proprietary 3
  4. 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 Google Confidential and Proprietary 4
  5. 5. how do you win today’s customer? Google Confidential and Proprietary 5
  6. 6. New York City – RAIN on Broadway Google Confidential and Proprietary 6
  7. 7. As an SMB… Step 1: Build a Great Product/Service Google Confidential and Proprietary 7 7
  8. 8. Step 2: Tell Your Target Audience About It Google Confidential and Proprietary 8 8
  9. 9. Step 3: Win at Point of Decision According to Procter & Gamble, shoppers make up their minds about a product in 3-7 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 9 9
  10. 10. The last 50+ years… The Traditional 3-Step Mental Model of Marketing • Stimulus First Moment of Truth Second Moment of Truth Google Confidential and Proprietary 10 10
  11. 11. NOW: More Decisions Made Before Entering Store Where Purchase Decisions Are Made (% of Buyers) 26% 26% 22% 23% 23% 24% 22% 74% 74% 79% 77% 77% 77% 78% Q1 2011 Q2 2011 Q3 2011 Q4 2011 Q1 2012 Q2 2012 Q3 2012 Before Going to the Store While Shopping in the Store Source: SymphonyIRI, MarketPulse Survey Series Q1 2011-Q3 2012 Google Confidential and Proprietary 11
  12. 12. New Path to Purchase: The 4-Moment Mental Model (circa Google 2011) Stimulus First Moment of Truth Second Moment of Truth Which becomes the next person’s ZMOT Google Confidential and Proprietary 12 12
  13. 13. The New “Many Moments” Mental Model Looks More Like a Flight Map (circa Google 2012) Stimulus Stimulus FMOT Source: Google/Shopper Sciences, Purchase Funnel Analysis, April 2012. N = 3,000 Google Confidential and Proprietary 13 13
  14. 14. We have lots of moments nearest coffee shop sf 7:43a superman trailer 8:11a auto lease deals 10:01a average mpg suv 10:30a superman showings 11:08a directions to nissan dealership 12:41p comic-con 2013 2:51p who won giants game 3:35p amc theater buy tickets 5:37p candy crush download 9:38p best pizza delivery sf 10:26p tony’s pizza delivery 11:02p Google Confidential and Proprietary 14
  15. 15. Together, the moments form a consumer journey nearest coffee shop sf 7:43a superman trailer 8:11a auto lease deals 10:01a average mpg suv 10:30a superman showings 11:08a directions to nissan dealership 12:41p comic-con 2013 2:51p who won giants game 3:35p amc theater buy tickets 5:37p candy crush download 9:38p best pizza delivery sf 10:26p tony’s pizza delivery 11:02p Google Confidential and Proprietary 15
  16. 16. Millions of people, billions of moments nearest movie theatre 7:01pm superman movie what’s 3:29pm in theaters now 11:16am amc theater buy tickers 5:37pm movie ticket prices 3:41pm superman trailer 5:26pm movie theatre sf 5:27pm Google Confidential and Proprietary 16
  17. 17. Which moments matter to your business? nearest movie theatre 7:01pm superman movie what’s 3:29pm in theaters now 11:16am amc theater buy tickers 5:37pm movie ticket prices 3:41pm superman trailer 5:26pm movie theatre sf 5:27pm Google Confidential and Proprietary 17
  18. 18. There’s a simple way to think about this Google Confidential and Proprietary 18
  19. 19. Always there Google Confidential and Proprietary 19
  20. 20. Across the whole web Google Confidential and Proprietary 20
  21. 21. 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 Google Confidential and Proprietary 21
  22. 22. Always relevant Google Confidential and Proprietary 22
  23. 23. Relevant to intent Google Confidential and Proprietary 23
  24. 24. Relevant to device Google Confidential and Proprietary 24
  25. 25. Relevant to time of day Google Confidential and Proprietary Google Confidential and Proprietary Google Confidential and Proprietary 25 25
  26. 26. Relevant to content Google Confidential and Proprietary 26
  27. 27. Relevant to behavior Dynamic remarketing can boost CTRs by 450% Google internal, 2013 Google Confidential and Proprietary 27
  28. 28. Always optimized Google Confidential and Proprietary 28
  29. 29. Attribute value beyond the last click 72% of marketers agree that attribution helps them make better decisions “vacation ideas” “hawaii hotels” Google/Econsultancy, Valuing the Customer Journey, 2012 “maui expedia deals” Google Confidential and Proprietary 29
  30. 30. Attribute, evaluate and optimize the whole customer journey Google Confidential and Proprietary 30
  31. 31. 180Fusion and Google helps you complete the picture Google Confidential and Proprietary 31
  32. 32. Google Confidential and Proprietary 32
  33. 33. IMCA Capital / Prime Credit Blake Johnson – Managing Partner at Pacific Capital Companies Bio: • Managing Partner and Founder of IMCA Capital and Prime Credit • Responsible for designing and managing the operations and direction for the B2B and B2C divisions of Pacific Cap Co. • Prior to establishing Pacific Cap Co, Blake was a Managing Partner at CapNet • Successfully grew CapNet to over $80M within 5 years • Under Blake’s direction, CapNet was regularly Ranked on Inc. 500’s Top 50 Fastest Growing Financial Services Firm, and also named Los Angeles’ 5th Best Place to Work Marketing Discussion Google Confidential and Proprietary 33
  34. 34. • Where we started • • Initially unsuccessful online with 2 seo vendors Selected top firm-180Fusion to take over to determine go/no go • What was needed • • Competitive industry- required best in class marketing Metric driven firm and talent to execute and scale up • What we did • • Started with small initial investment with 180Fusion Within 1 year, 180Fusion decreased our CPL and CPA by 65%! • How it turned out • • Grew budget over 10x with 180Fusion & Google to six figures per month Positive ROI and doubled employee base to handle demand Google Confidential and Proprietary 34
  35. 35. how do you win today’s customer? Google Confidential and Proprietary 35
  36. 36. How to Manage Digital Marketing Effectively? Social Mobile Search Site 300 x 250 Display Local Video Offers Google Confidential and Proprietary 36
  37. 37. 180Fusion partnership has historically… Increased Account Performance Increased Customer Satisfaction Decreased Advertiser Churn Enhanced Google Customer Service Expanded Advertising Product Mix Google Confidential and Proprietary 37
  38. 38. Jump in! Google Confidential and Proprietary Google Confidential and Proprietary 38 Google confidential 38 38
  39. 39. Thank You! Google Confidential and Proprietary 39

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