Google - Non-line (Theorie en Praktijk)
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Presentatie van Sabine van Velsen bij Online Marketing Amersfoort OM033. Sabine gaat in hoe je met klantgericht denken online je winkelend publiek kan bereiken.
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Google - Non-line (Theorie en Praktijk)
- 1. Google Confidential and Proprietary Non-line: Theorie & Praktijk! Sabine van Velsen, Industry Leader Retail Google NL 18 June 2013 @ Online Marketing Amersfoort
- 2. Google Confidential and Proprietary The future is now! Video consumer behavior
- 3. CONSUMER CHANGES Changing consumer behaviour process
- 4. First Moment of Truth Second Moment of Truth S3mulus Pre-‐shopping | In-‐store | In-‐home At shelf In-‐store Experience Source: Google/Shopper Sciences, Zero Moment of Macro Study, Apr 2011 N = 5,000 www.thinkwithgoogle.com/insights Leading to a new buying M O D E L
- 5. 5 Source: Google/Shopper Sciences, Zero Moment of Macro Study, Apr 2011 N = 5,000 www.thinkwithgoogle.com/insights And a new buying P R O C E S
- 6. MEGATRENDSChanging consumer behaviour affecting advertisers
- 7. Google Confidential and Proprietary 7Google Confidential and Proprietary 7 AUDIENCE OPTIMISED ALWAYS OPEN ALL SCREENS ATTRIBUTE & MEASURE
- 8. Trends Grocery & Food Retailers
- 9. 1Connected B E H A V I O U R 2Connected ACROSS SCREENS 3The rise of online V I D E O
- 11. The essential constant C O M P A N I O N 150Average number of time smartphone users LOOK AT THEIR PHONES Image: via Flickr: by beeboh☆ | @Bothaynaa
- 12. Today’s Consumers are CONSTANTLY CONNECTING 70% Smartphone penetration will hit THIS YEAR Source: GfK Trends in Digitale Media’ van Intomart GfK. Telecom Paper October 2012
- 14. Shift from Desktop to M O B I L E F I R S T Image: via Flickr: by Thesilein
- 15. SO WHAT?
- 16. Consumers expect I N F O R M A T I O N Anywhere, anytime 64%prior to making a purchase R E S E A R C H O N L I N E Image: via Flickr by TGKW, Source: Consumenten Barometer, 2012
- 17. 45%conduct research on mobile I N S T O R E Image: via Flickr by TGKW, Source: Cisco, January 2012 Consumers expect I N F O R M A T I O N Anywhere, anytime
- 18. 17%after checking with smartphone C H A N G E D T H E I R M I N D Consumers expect I N F O R M A T I O N Anywhere, anytime Image: via Flickr by TGKW, Source: Cisco, January 2012
- 20. T O M O R R O W is already happening
- 21. T O M O R R O W is already happening
- 24. Context usually drives S C R E E N C H O I C E On the go Ease Focused/longer activities
- 25. Sequential cross-screening is C O M M O N P L A C E 90%MOVE BETWEEN DEVICES to complete a task online Source: The New Mul3-‐screen World: Understanding Cross-‐PlaSorm Consumer Behaviour, Google/Ipsos, Sept 2012
- 26. 67%MOVE BETWEEN DEVICES when shopping online Consumers now take a C R O S S – S C R E E N path to purchase Source: The New Mul3-‐screen World: Understanding Cross-‐PlaSorm Consumer Behaviour, Google/Ipsos, Sept 2012
- 27. Search is the critical C O N N E C T O R between screens
- 28. The rise of online VIDEO
- 29. How many Gangnam Style views were CARRIED OUT ON MOBILE?
- 30. 30% 90% 15% Online video is key to R E S E A R C H I N G Potential purchases
- 31. Be a customer, think about their research and buying process, and make it a seamless experience, on all devices at all 3mes
- 36. Prominent using Street View on Google Maps
- 37. TuinFlora.com using Google Shopping About TuinFlora.com Family owned business in export of flower bulbs, seeds, and plants. They have been exporting since 1900 to the US and the UK. Today almost all of Europe and the US. Marketing Goal: • Increase online sales • Expand internationally Solution: • Launched 5 PLA campaigns (export) Tactics: • Launch PLA in NL & export markets • Optimize campaigns Results: • 40% QoQ increase in overall conversions • 20% QoQ decrease in CPA • 40% QoQ growth in spend In our sector images have a higher impact than usual, therefore we pay our photographer per conversion to keep getting the best material. - Melvin Jansen
- 38. Be a customer, think about their research and buying process, and make it a seamless experience, on all devices at all 3mes
- 39. The essentials G O O G L E Image: via Flickr: by beeboh☆ | @Bothaynaa • www.google.com/trends • www.thinkwithgoogle.com • www.consumerbarometer.com • www.google.com/intl/nl/adwords/ globaladvertiser/marketfinder.html sabinev@google.com