Hanne's presentation from 'The Big Picture' event @ The Courthouse Hotel, Oxford Circus, London.

1. Digital Tipping Points
for 2015
Hanne Tuomisto-Inch, Google
Google Confidential and Proprietary
Industry Head B2B
November 5th, 2014
twitter: @tuomisto
G+: hannetuomisto-inch

2. 89%
2011 2014
Google Confidential and Proprietary
71% 88%
2012
Source: Google/Millward Brown Digital, B2B Path to Purchase Study 2011, 2012 and 2014

3. 2012 2014
0:22 0:14 0:16 0:12
TV Newspapers Magazines
Digital
4:38 4:28
4:33
5:46
Source: eMarketer, 2014 Google Confidential and Proprietary

4. The Who The How
Google Confidential and Proprietary

5. The Who The How
Google Confidential and Proprietary

6. Google Confidential and Proprietary
29%
35-44
26%
45-54
27%
18-34
18%
55+
2012
Source: Google/Millward Brown Digital, B2B Path to Purchase Study 2014

7. Google Confidential and Proprietary
29%
35-44
26%
45-54
27%
18-34
18%
55+
22%
35-44
13%
55+
19%
45-54
2012
Source: Google/Millward Brown Digital, B2B Path to Purchase Study 2014
46%
18-34
2014

8. Google Confidential and Proprietary
29%
35-44
26%
45-54
27%
18-34
18%
55+
22%
35-44
13%
55+
19%
45-54
2012
Source: Google/Millward Brown Digital, B2B Path to Purchase Study 2014
46%
18-34
2014
+70%
increase

9. Google Confidential and Proprietary
C-suite
64%
22%
13%
Final Authority Heavy Influence Some Influence
Source: Google/Millward Brown Digital, B2B Path to Purchase Study 2014
Non C-suite

10. Google Confidential and Proprietary
C-suite
64%
22%
13%
Final Authority Heavy Influence Some Influence
Source: Google/Millward Brown Digital, B2B Path to Purchase Study 2014
Non C-suite
81% of Non C-suite employees
influence purchase decisions
24% 25%
32%

11. 48%
18-34
24%
35-44
18%
45-54
10%
55+
72% of influencers are younger than 45
Source: Google/Millward Brown Digital, B2B Path to Purchase Study 2014 Google Confidential and Proprietary

12. Google Confidential and Proprietary

13. Google Confidential and Proprietary

14. The How
Intensified Path to Purchase
Google Confidential and Proprietary
The Who
A Younger Audience

15. 100%
Google Confidential and Proprietary
B2B research is self-directed
0% 57%
of the way towards
making a decision
before reaching out
to a potential vendor

16. 90%
use search specifically
to do research for
business purchases
Google Confidential and Proprietary
Source: Google/Millward Brown Digital, B2B Path to Purchase Study 2014

17. Queries
Engagement
2 4 6 8 10 12 14
Source: Google/Millward Brown Digital, B2B Path to Purchase Study 2014 Google Confidential and Proprietary

18. Google Confidential and Proprietary
Traffic to
B2B sites are up
2x
over the past
2 years
Source: Google/Millward Brown Digital, B2B Path to Purchase Study 2014

19. 3+ sites
2
1
2012
100%
80%
60%
40%
20%
0%
3+ sites
2
1
2014
60%
of customers
only consider
1 or 2 brands
Source: Google/Millward Brown Digital, B2B Path to Purchase Study 2014 Google Confidential and Proprietary

20. 75% 1 Visit
Google Confidential and Proprietary

21. Google Confidential and Proprietary

22. Google Confidential and Proprietary

23. 42%
use mobile specifically
to do research for
business purchases
Google Confidential and Proprietary
Source: Google/Millward Brown Digital, B2B Path to Purchase Study 2014

24. 3x
growth in B2B
mobile queries
1x
2x
Source: Google/Millward Brown Digital, B2B Path to Purchase Study 2014, Google Internal Data Google Confidential and Proprietary

25. growth in people using
smartphones throughout
the path to purchase
Google Confidential and Proprietary
91%
Inspiration
Research
Purchase
Post
Purchase
Source: Google/Millward Brown Digital, B2B Path to Purchase Study 2014

26. Purchase
24%purchasing
Google Confidential and Proprietary
Inspiration
Research
Post
Purchase
Source: Google/Millward Brown Digital, B2B Path to Purchase Study 2014
growth in

27. Google Confidential and Proprietary

28. 70%
watch online video
specifically to do research
for business purchases
Google Confidential and Proprietary

29. 30+
minutes
48%
60+
minutes
20%
1:00:00 / 1:17:13
Source: Google/Millward Brown Digital, B2B Path to Purchase Study 2014; Google Internal Data Google Confidential and Proprietary

30. Google Confidential and Proprietary
Product
features 44%
Professional
reviews 37%
Ads that appear
on YT/channel 22%
How-to
43%
Source: Google/Millward Brown Digital, B2B Path to Purchase Study 2014

31. Google Confidential and Proprietary

32. Google Confidential and Proprietary

33. Google Confidential and Proprietary

34. Google Confidential and Proprietary

35. 100%
Google Confidential and Proprietary
B2B research is self-directed
0% 57%
of the way towards
making a decision
before reaching out
to a potential vendor

36. Contacted
the retailer/
manufacturer 25%
Compared
features 42%
Read
product info 43%
Compared
prices 48%
Source: Google/Millward Brown Digital, B2B Path to Purchase Study 2014 Google Confidential and Proprietary

37. Shared
the video 22%
Visited
store/website 30%
Find out
more info 34%
Talk to
colleagues 42%
Source: Google/Millward Brown Digital, B2B Path to Purchase Study 2014 Google Confidential and Proprietary

38. Google Confidential and Proprietary
Investment Utility
Search Video Mobile
80%
70%
60%
50%
40%
30%
20%
10%
0%
Offline

39. Key takeaways
How are you marketing to a changing audience?
Intensity of site visits and mobile usage
Google Confidential and Proprietary
Video usage skyrockets into 2014

40. Google Confidential and Proprietary
Thank you
hanneti@google.com
twitter: @tuomisto
G+: hannetuomisto-inch