SlideShare uma empresa Scribd logo
1 de 43
Baixar para ler offline
Consumers and Marketing Strategies
in the Digital Space
Andrew Pozniak – Industry Leader, Emerging Markets
Bucharest, 04 November 2009

                                                     Google Confidential and Proprietary
Agenda

   Internet evolution

   Understanding user activity

   What drives Search?

   Search and brands

   Ideas for an economic slowdown

   Final thoughts




                                    Google Confidential and Proprietary   2
Internet evolution




                     Google Confidential and Proprietary   3
The evolution of the Internet
     Information &              Commerce              Community
    Communication                                  Self Expression &
                                                    Entertainment




    1.0                     2.0 3.0

      1994           1998       2000       2003    2006                       2009
     Users           77M        400M       500M   1,000M                   1,600M

                                                    Google Confidential and Proprietary   4
Hours online / month

Growth in online usage                                         2003              2007                2012
                                                                11                 16                32


       Entertainment   0.5             2                              6.5




       Community         1       1.5                                        7




       eCommerce             2             2.5           4.5



                             2.25                    4          6
       Communication


       Information                               5              6               7.5



                                                               Google Confidential and Proprietary        5
Where does your business sit?




           43%                             50%            7%

     Internet as                     Internet as      Internet as
    brochureware                    sales channel   engagement tool



Source: Fortune 500 web audit (Feb 2008)                       Google Confidential and Proprietary   6
Understanding user activity




                        Google Confidential and Proprietary   7
Search is a
universal consumer
behaviour




         Google Confidential and Proprietary
81%
                   of internet users enter
                   websites via a search
                   engine




Source: Forrester Research Inc., “UK Internet User Monitor”   Google Confidential and Proprietary
Automotive
     Internet is the number one starting point                                                                                                                                   Example




                                                                                                             80%
                                                                                       of new car buyers
                                                                                  started their search on the
                                                                                            internet




Source: Ipsos MORI, Question 4.1: As you started to research your new car purchase, where was the first place you began searching for information?
Question 4.2: Which other sources of information did you use at any stage in researching and buying your car?
Base: All respondents                                                                                                                                Google Confidential and Proprietary   10
Search behaviour
is also personal
and iterative




        Google Confidential and Proprietary
On average mobile phone shoppers do 8.5
searches prior to conversion


                             Share of Mobile Phone converters by number
                                of searches conducted per converter




   Number of mobile phone
    searches per converter




                                       22% do 10 or more
                                                                          Google Confidential and Proprietary   12
These searches occur over an extended period of
time - average 27 days between first search and sale

                                                                                        42% Sales


                                                                                    38% Searches




                Time from First
                   Search




                                  42% of mobile conversions occur after 30 days
Purchases & research tracked at a leading set of mobile phone retailers’ websites – Carphonewarehouse.com, dialaphone.co.uk, mobilefun.co.uk, o2.co.uk,
orange.co.uk, phones4u.co.uk, three.co.uk, t-mobile.co.uk, virgin mobile, vodafone.co.uk                                              Google Confidential and Proprietary   13
From ‘holiday in the sun’ to holiday
                                                                                                                                                  Travel
 purchase in 33 days – 11 searches, 28 site visits                                                                                                Example


                HolidayRentals        Teletext Holidays      ebookers       Hotels.com         TUI            TripAdvisor       TUI
   Visits



                TravelRepublic        TUI                    First Choice   TripAdvisors       First Choice   TUI               Thomas Cook
                First Choice          HolidayWatchdog                       TUI                AirTours       Expedia           AirTours
                Thomas Cook           AirTours                              Thomas Cook                       First Choice      First Choice
                Tui                   First Choice
                                      Olympic Holidays
   Day




                      1                     5                    8                13              21             29                         33

                Holiday in the sun    Cheap Flights Cyprus     Cyprus       Palm Beach Hotel    Thomson
                                                               Hotels       Larnaca Cyprus      Holidays
   Searches




                Spain Holidays        Cyprus Holidays
                Cyprus holidays                                             Beau Rivage
                                                                            Hotel Cyprus
                Europe Holidays
                Holidays in the Sun




Source: Comscore Research Paper October 2007                                                                         Google Confidential and Proprietary
Automotive
        Buyers are undecided when they start                                                                                                                                          Example




                                 52%                                                                                   62%                                        69%
                       Undecided on                                                                          Undecided on                                  Undecided on
                        Type of car                                                                           Brand of car                                  Model of car
                      (eg. Sports car)                                                                      (eg. Ferrari car)                              (eg. Enzo car)

Source: Ipsos MORI, Question 3.1/3.2/3.3: When you first started looking, how much did you know about the Type / Make / Model of car you wanted to buy?
Base: New car buyers (n=500)                                                                                                                              Google Confidential and Proprietary
Again this is true across different industries

        Destination you
          want to go
                                                                                                              75%


Days you want to fly                                               44%

      Price you want to
                                                 23%
            spend

     Times you want to
            fly                              18%

     Airline you want to
              fly
                                   8%
                                                                                              N=1894

Q:     “You indicated that you use search engines to help you research flights. Before using a
       search engine to help you research flights, have you already made up your mind about the:”

 Source: Media-Screen/GMI Apr 06                                        Google Confidential and Proprietary     16
Automotive
 In fact search enables discovery of new brands                                                                                          Example




                                                           Automotive Example: Search engines help me

                                                                     Discover new brands               44%

                                                                     Discover new models                48%

                                           Discover new and relevant websites                                       61%

                                                        Compare makes and models                                       64%

                                                   Make more informed decisions                                        64%

                                                                          Find the best price           47%




Source: TNS / Google Automotive consumer study June 2007; Base: All respondents who bought a new car
% - Completely Agree - Agree                                                                                 Google Confidential and Proprietary
Automotive
                                                                                                         Example




    The majority of
    car buyers
    switch brands


    55%

Source: Ipsos MORI, Question 5.2: What type of car did you buy in the end?   Google Confidential and Proprietary
Base: All respondents
What drives Search?




                      Google Confidential and Proprietary   19
All touchpoints
drive online search




         Google Confidential and Proprietary
67% of online search
                                                                37%                                                                  users are driven to
                                                                                                                                  search for information
                                                                                                                                      about a particular
                                       30%
                                                                                                                                     company, product,
                                                                                                                                      service, or slogan
                               20%                                                                                                          by an offline
                                                                                                                                                 channel
                           39%


                                         40%



Source: iProspect, “Offline Channel Influence on Online Search Behavior,” 2007. (Q. Within the last six months, which of the
following prompted you to go to a search engine to look for information on a particular company, product, service, or slogan? Select
all that apply.)/ RAB Word of Mouse Study 2007.                                                                                        Google Confidential and Proprietary
Of course, online ads drive search activity too


Display                            Video
 Ads                                Ads




                       Driving Search

                    27% vs 31%
                        After seeing display
                     ads, nearly as many users
                       search as those who
                            click on ads.



                                                  Google Confidential and Proprietary   22
Search and brands




                    Google Confidential and Proprietary   23
Search Results
pages reflect and
influence
consumers’ brand
perceptions



         Google Confidential and Proprietary
Advertising on your brand names reinforces your
brand in the mind of the consumer




                                             Google Confidential and Proprietary   25
Consumers associate search ranking with the
                  success of the company




71% of userson top ofleading brands
             expect
       to be           the search
                                        results page                                                36%   of users link placement to
                                                                                                            company prominence
                               Source: comScore, US, CPG study, October 2007                                    Google Confidential and Proprietary   26
     Jupiter Research / Ipsos Insight Consumer Survey, n=2.103 (Search Engine users US only), Jan 2008
Search ads have a clear impact on brand metrics

               Brand Affinity                                              Purchase Intent                                                Brand Recall
                     (do you like it?)                                           (would you buy it?)                                       (do you remember it?)


                         1.18x                                                            1.14x                                                  + 2.5x




Source: Enquiro Research/Ipsos Interactive Services, May 2008, Aggregated Data: All Industries, all countries (UK, Germany, France)




                                                                                                                                      Google Confidential and Proprietary
Ideas for an economic slowdown




                      Google Confidential and Proprietary   28
1. Users never stopped searching




                                   113 billion searches
                                   worldwide in July 2009
                                   + 41% versus 2008


                                   In Europe, 36 billion
                                    searches in July 2009




Source: comScore                             Google Confidential and Proprietary   29
Search query growth in Romania (+40% Q3 09 v
  Q3 08)
                                                             2009
                                    2008
                             2007
                                                               + 40%


   All
searches
   on
Google RO




   Source: Google Internal
                                           Google Confidential and Proprietary   30 30
2. When incentivised, consumers will buy

       Recent retailer incentives spurred great consumer demand and sales




                                                     Cash for Clunkers
                                                      700,000 new car sales
                                                   690,000 dealership vouchers
                                                           $2.88 Billion




                                                  jetBlue All You Can Jet
                                                   All passes sold out in 2 days
                                                    31 Million searches in 7 hrs
                                                       10 Million blog results



                                                               Google Confidential and Proprietary   31
3. Shopping starts earlier…

As of September 2009, consumers have already begun shopping for the upcoming
holidays




                                                                                                                                             47%
                                                                                                                                            Have started holiday
                                                                                                                                           shopping/researching.1


                                                                                                                                             36%
                                                                                                                                Have made holiday purchases. 2




Source: Google/OTX Consumer Pulse Check, 9/09. Base: Those who plan to shop/research or purchase this holiday season (Nearly 9 out of 10 plan to shop/research or purchase.) [1]
 Have you started your 2009 Holiday shopping/researching? n=2,331. [2] Have you started your 2009 Holiday purchasing? Please think of any gifts that you may shop for or purchase
                          during the Holiday Season, as well as those you may shop for or purchase after the holidays (e.g., post-holiday sales). n= 2,361.
                                                                                                                                                                                Google Confidential and Proprietary   32
3. …and ends later

During the last holiday season, some consumers waited till close to the holidays to
complete their holiday shopping




                                                                                 98%
                                                                               Year-over-year e-commerce
                                                                              sales growth happened during
                                                                             the weekend before Christmas. 3




                        Source: [3] comScore Press Release, December 2008.


                                                                                               Google Confidential and Proprietary   33
4. Consumers have more choice

Consumers today have many more choices: greater product options, new marketplaces
(i.e. online, store, mobile), and increased retailer competition


            New Retailers Online                                                                                Expanded Product Offerings




                         +7%




              Source: Hitwise. Shopping & Classified Website Ranking Report, week ending 9/26/09 vs. 9/27/08.


                                                                                                                             Google Confidential and Proprietary   34
5. Online continues to outpace offline

Online conversions continue to show year-over-year growth, outpacing negative overall
retail sales growth



                                                                                                                         Home       Apparel &                Home     Consumer
                                                174%                                                                   Furnishings Accessories Department Improvement Electronics
                                                                                                                         Stores      Stores      Stores     Stores      Stores

                                                                    135%


                                                                                         90%

                            59%
        51%

                                                                                                                                             -7%                -7%


                                                                                                                                                                                          -10%
      Home                Apparel           Department            Home              Consumer
   Furnishings                                Stores           Improvement          Electronics
                                                                                                                                                                             -12%

                                                                                                                           -14%



        Google Search-Driven Conversions YoY Growth                                                                                  Overall Retail Sales YoY Growth
                              (January – August 2009)                                                                                       (January – August 2009)



   Source: Compete/Google Retail Dashboard, January through August 2009. Overall Retail sales from US Census Monthly Retail Trade Report for Jan-August 2009.


                                                                                                                                                                      Google Confidential and Proprietary   35
6. Online increasingly drives offline




   “Lundgren said that every dollar spent online at Macys.com influences $5.77
             spent in stores within 10 days after an online purchase.”1


                Source: [1] Internet Retailer, http://www.internetretailer.com/dailyNews.asp?id=31879.

                                                                                                         Google Confidential and Proprietary   36
7. Focus on sales conversion is key




                         It’s easier to double profits by
                 doubling your conversion rate, than trying
                        Will text work better than display?
                               to double traffic




                             Website optimization is key to boosting ROI
                                                        THE BOTTOM LINE
    Performance Marketer




                                                       Google Confidential and Proprietary   37
7. Your visitors will show you what works and
what doesn’t


              Media tested               Buttons tested

                                                  SIGN UP




                                              LEARN MORE




                                              JOIN US NOW




                                              SIGN UP NOW




                                                                                     38
                                          Google Confidential and Proprietary   38
Final thoughts




                 Google Confidential and Proprietary   39
Marketers need to catch up with consumers
   Search is at the start of the     Where is it in
       consumer process             media planning?




Search is an integral part of the     Where is it in
 consumer decision process           media activity?
                                            Google Confidential and Proprietary   40
You can always experiment and measure…




                                     Google Confidential and Proprietary   41
“To have a great idea – have a lot
            of them"
            - Thomas Edison




                    Google Confidential and Proprietary
Q&A
         Andrew Pozniak
Industry Leader, Emerging Markets


         Thank you!




                                Google Confidential and Proprietary

Mais conteúdo relacionado

Mais procurados

China’s Innovations on the Web
China’s Innovations on the WebChina’s Innovations on the Web
China’s Innovations on the WebDayDayUp
 
Hkd2 london google_demystifying mobile_phil jones
Hkd2 london google_demystifying mobile_phil jonesHkd2 london google_demystifying mobile_phil jones
Hkd2 london google_demystifying mobile_phil jonesH&K Demystifying Digital
 
Regimantas Urbanas, „Google“ rinkodaros vadovas Lietuvai, „Tavo eksporto rink...
Regimantas Urbanas, „Google“ rinkodaros vadovas Lietuvai, „Tavo eksporto rink...Regimantas Urbanas, „Google“ rinkodaros vadovas Lietuvai, „Tavo eksporto rink...
Regimantas Urbanas, „Google“ rinkodaros vadovas Lietuvai, „Tavo eksporto rink...Versli Lietuva (Enterprise Lithuania)
 
Beer's Social Gets Loco with Mobile
Beer's Social Gets Loco with MobileBeer's Social Gets Loco with Mobile
Beer's Social Gets Loco with MobileMark Silva
 
Somo Agency Presentation - social media advertising
Somo Agency Presentation - social media advertisingSomo Agency Presentation - social media advertising
Somo Agency Presentation - social media advertisingInfluence People
 
Roadshow asia nick lane content services & apps
Roadshow asia nick lane content services & appsRoadshow asia nick lane content services & apps
Roadshow asia nick lane content services & appsmobilesquared Ltd
 
Gridley Presentation at Mobile: IAB Marketplace July 18, 2011
Gridley Presentation at Mobile: IAB Marketplace July 18, 2011Gridley Presentation at Mobile: IAB Marketplace July 18, 2011
Gridley Presentation at Mobile: IAB Marketplace July 18, 2011Linda Gridley
 
BIC5 Ian morgan google uk Making the Web Work for You 2012
BIC5 Ian morgan google uk Making the Web Work for You 2012BIC5 Ian morgan google uk Making the Web Work for You 2012
BIC5 Ian morgan google uk Making the Web Work for You 2012Wavelength
 
12 Billion Dollars Worth of Mobile Social Networking in Asia
12 Billion Dollars Worth of Mobile Social Networking in Asia 12 Billion Dollars Worth of Mobile Social Networking in Asia
12 Billion Dollars Worth of Mobile Social Networking in Asia Benjamin Joffe
 
ChaCha ThinkLA Mobile Breakfast Keynote - Scott A. Jones
ChaCha ThinkLA Mobile Breakfast Keynote - Scott A. JonesChaCha ThinkLA Mobile Breakfast Keynote - Scott A. Jones
ChaCha ThinkLA Mobile Breakfast Keynote - Scott A. JonesChaCha
 
Mobile Marketer App Usage with Primary Impact and The Weather Channel
Mobile Marketer App Usage with Primary Impact and The Weather ChannelMobile Marketer App Usage with Primary Impact and The Weather Channel
Mobile Marketer App Usage with Primary Impact and The Weather ChannelKathryn Koegel
 
Native vs. Web vs. Hybrid: Mobile Development Choices
Native vs. Web vs. Hybrid: Mobile Development ChoicesNative vs. Web vs. Hybrid: Mobile Development Choices
Native vs. Web vs. Hybrid: Mobile Development ChoicesJason Grigsby
 
Trend one destination_outernet_whitepaper_itb_2011_english
Trend one destination_outernet_whitepaper_itb_2011_englishTrend one destination_outernet_whitepaper_itb_2011_english
Trend one destination_outernet_whitepaper_itb_2011_englishITB Berlin
 
Powershift how digital and social media is revolutionising nigeria and africa
Powershift   how digital and social media is revolutionising nigeria and africaPowershift   how digital and social media is revolutionising nigeria and africa
Powershift how digital and social media is revolutionising nigeria and africaDeola Kayode
 
Klikanan with Vietnam Mobile Market Geo Research
Klikanan with Vietnam Mobile Market Geo ResearchKlikanan with Vietnam Mobile Market Geo Research
Klikanan with Vietnam Mobile Market Geo ResearchJ T
 
Executive's guide to the iPad for business
Executive's guide to the iPad for businessExecutive's guide to the iPad for business
Executive's guide to the iPad for businessSmartCompanyWebinars
 

Mais procurados (18)

China’s Innovations on the Web
China’s Innovations on the WebChina’s Innovations on the Web
China’s Innovations on the Web
 
Hkd2 london google_demystifying mobile_phil jones
Hkd2 london google_demystifying mobile_phil jonesHkd2 london google_demystifying mobile_phil jones
Hkd2 london google_demystifying mobile_phil jones
 
Regimantas Urbanas, „Google“ rinkodaros vadovas Lietuvai, „Tavo eksporto rink...
Regimantas Urbanas, „Google“ rinkodaros vadovas Lietuvai, „Tavo eksporto rink...Regimantas Urbanas, „Google“ rinkodaros vadovas Lietuvai, „Tavo eksporto rink...
Regimantas Urbanas, „Google“ rinkodaros vadovas Lietuvai, „Tavo eksporto rink...
 
Beer's Social Gets Loco with Mobile
Beer's Social Gets Loco with MobileBeer's Social Gets Loco with Mobile
Beer's Social Gets Loco with Mobile
 
Somo Agency Presentation - social media advertising
Somo Agency Presentation - social media advertisingSomo Agency Presentation - social media advertising
Somo Agency Presentation - social media advertising
 
Roadshow asia nick lane content services & apps
Roadshow asia nick lane content services & appsRoadshow asia nick lane content services & apps
Roadshow asia nick lane content services & apps
 
Gridley Presentation at Mobile: IAB Marketplace July 18, 2011
Gridley Presentation at Mobile: IAB Marketplace July 18, 2011Gridley Presentation at Mobile: IAB Marketplace July 18, 2011
Gridley Presentation at Mobile: IAB Marketplace July 18, 2011
 
BIC5 Ian morgan google uk Making the Web Work for You 2012
BIC5 Ian morgan google uk Making the Web Work for You 2012BIC5 Ian morgan google uk Making the Web Work for You 2012
BIC5 Ian morgan google uk Making the Web Work for You 2012
 
Indonesia, Internet Now! (Fact, Figure, Profile & Condition)
Indonesia, Internet Now! (Fact, Figure, Profile & Condition)Indonesia, Internet Now! (Fact, Figure, Profile & Condition)
Indonesia, Internet Now! (Fact, Figure, Profile & Condition)
 
12 Billion Dollars Worth of Mobile Social Networking in Asia
12 Billion Dollars Worth of Mobile Social Networking in Asia 12 Billion Dollars Worth of Mobile Social Networking in Asia
12 Billion Dollars Worth of Mobile Social Networking in Asia
 
ChaCha ThinkLA Mobile Breakfast Keynote - Scott A. Jones
ChaCha ThinkLA Mobile Breakfast Keynote - Scott A. JonesChaCha ThinkLA Mobile Breakfast Keynote - Scott A. Jones
ChaCha ThinkLA Mobile Breakfast Keynote - Scott A. Jones
 
Mobile Marketer App Usage with Primary Impact and The Weather Channel
Mobile Marketer App Usage with Primary Impact and The Weather ChannelMobile Marketer App Usage with Primary Impact and The Weather Channel
Mobile Marketer App Usage with Primary Impact and The Weather Channel
 
Native vs. Web vs. Hybrid: Mobile Development Choices
Native vs. Web vs. Hybrid: Mobile Development ChoicesNative vs. Web vs. Hybrid: Mobile Development Choices
Native vs. Web vs. Hybrid: Mobile Development Choices
 
Trend one destination_outernet_whitepaper_itb_2011_english
Trend one destination_outernet_whitepaper_itb_2011_englishTrend one destination_outernet_whitepaper_itb_2011_english
Trend one destination_outernet_whitepaper_itb_2011_english
 
Powershift how digital and social media is revolutionising nigeria and africa
Powershift   how digital and social media is revolutionising nigeria and africaPowershift   how digital and social media is revolutionising nigeria and africa
Powershift how digital and social media is revolutionising nigeria and africa
 
Mobile Takeover
Mobile Takeover Mobile Takeover
Mobile Takeover
 
Klikanan with Vietnam Mobile Market Geo Research
Klikanan with Vietnam Mobile Market Geo ResearchKlikanan with Vietnam Mobile Market Geo Research
Klikanan with Vietnam Mobile Market Geo Research
 
Executive's guide to the iPad for business
Executive's guide to the iPad for businessExecutive's guide to the iPad for business
Executive's guide to the iPad for business
 

Destaque

Practici litigioase într-o campanie de promovare
Practici litigioase într-o campanie de promovare Practici litigioase într-o campanie de promovare
Practici litigioase într-o campanie de promovare OnlyWords.ro
 
Choose Your Destination
Choose Your DestinationChoose Your Destination
Choose Your Destinationdanatarzia
 
Financial Myths For Women Demystified
Financial Myths For Women DemystifiedFinancial Myths For Women Demystified
Financial Myths For Women Demystifieddanatarzia
 
P.Sierra Resume Oct.2009
P.Sierra Resume Oct.2009P.Sierra Resume Oct.2009
P.Sierra Resume Oct.2009guestdd2e38
 
GetActive - Employee Wellness, Gamified!
GetActive - Employee Wellness, Gamified!GetActive - Employee Wellness, Gamified!
GetActive - Employee Wellness, Gamified!Sourav Sipani
 

Destaque (7)

Practici litigioase într-o campanie de promovare
Practici litigioase într-o campanie de promovare Practici litigioase într-o campanie de promovare
Practici litigioase într-o campanie de promovare
 
Choose Your Destination
Choose Your DestinationChoose Your Destination
Choose Your Destination
 
Financial Myths For Women Demystified
Financial Myths For Women DemystifiedFinancial Myths For Women Demystified
Financial Myths For Women Demystified
 
P.Sierra Resume Oct.2009
P.Sierra Resume Oct.2009P.Sierra Resume Oct.2009
P.Sierra Resume Oct.2009
 
Cv
CvCv
Cv
 
easyXDM
easyXDMeasyXDM
easyXDM
 
GetActive - Employee Wellness, Gamified!
GetActive - Employee Wellness, Gamified!GetActive - Employee Wellness, Gamified!
GetActive - Employee Wellness, Gamified!
 

Semelhante a Andrew Pozniak Consumers And Marketing Strategies In The Digital Space

The Acceleration of Everything - Daniel Cintra, Google
The Acceleration of Everything - Daniel Cintra, GoogleThe Acceleration of Everything - Daniel Cintra, Google
The Acceleration of Everything - Daniel Cintra, Googleel_chambers
 
Google - measuring search's impact
Google - measuring search's impactGoogle - measuring search's impact
Google - measuring search's impactMediaCom Edinburgh
 
Google IOF presentation
Google IOF presentationGoogle IOF presentation
Google IOF presentationJason Potts
 
Google Travel - TravelNext Congres 2012
Google Travel - TravelNext Congres 2012Google Travel - TravelNext Congres 2012
Google Travel - TravelNext Congres 2012TravelNext
 
Google tavo eksporto_rinka_visas_pasaulis
Google tavo eksporto_rinka_visas_pasaulisGoogle tavo eksporto_rinka_visas_pasaulis
Google tavo eksporto_rinka_visas_pasaulisSumit Roy
 
FFC NRF - Google News
FFC NRF - Google NewsFFC NRF - Google News
FFC NRF - Google NewsAndre_Feltrin
 
New Media DL Day One Intro Deck
New Media DL Day One Intro DeckNew Media DL Day One Intro Deck
New Media DL Day One Intro DeckMichal Lorenc
 
Camerjam mobile travel masterclass somo
Camerjam mobile travel masterclass somoCamerjam mobile travel masterclass somo
Camerjam mobile travel masterclass somoJames Cameron
 
AMA Oregon Google Presentation
AMA Oregon Google PresentationAMA Oregon Google Presentation
AMA Oregon Google Presentationamaoregon
 
Periscopix google event 9 may 2012.com
Periscopix google event 9 may 2012.comPeriscopix google event 9 may 2012.com
Periscopix google event 9 may 2012.comPeriscopix
 
Ja making the most of mobile final
Ja making the most of mobile finalJa making the most of mobile final
Ja making the most of mobile finalJellyfish Agency
 
Google Mobile - Small Screen S Big Opportunity
Google  Mobile - Small Screen S  Big  OpportunityGoogle  Mobile - Small Screen S  Big  Opportunity
Google Mobile - Small Screen S Big OpportunityDominique Poncin
 
Wireless Shopper 2.0
Wireless Shopper 2.0Wireless Shopper 2.0
Wireless Shopper 2.0Burak Günbal
 
How to Win the Zero Moment of Truth - iCrossing and Google Webinar
How to Win the Zero Moment of Truth - iCrossing and Google WebinarHow to Win the Zero Moment of Truth - iCrossing and Google Webinar
How to Win the Zero Moment of Truth - iCrossing and Google WebinariCrossing
 
Mobile pulse september 2013. Googles foredrag
Mobile pulse september 2013. Googles foredragMobile pulse september 2013. Googles foredrag
Mobile pulse september 2013. Googles foredragBjørn Sloth
 
Futures of the Internet presentation
Futures of the Internet presentationFutures of the Internet presentation
Futures of the Internet presentationAnnNic
 
Golden digital event hochiminh dec 9 ghislain
Golden digital event hochiminh dec 9 ghislainGolden digital event hochiminh dec 9 ghislain
Golden digital event hochiminh dec 9 ghislainTony Truong
 

Semelhante a Andrew Pozniak Consumers And Marketing Strategies In The Digital Space (20)

The Acceleration of Everything - Daniel Cintra, Google
The Acceleration of Everything - Daniel Cintra, GoogleThe Acceleration of Everything - Daniel Cintra, Google
The Acceleration of Everything - Daniel Cintra, Google
 
Google - measuring search's impact
Google - measuring search's impactGoogle - measuring search's impact
Google - measuring search's impact
 
Google IOF presentation
Google IOF presentationGoogle IOF presentation
Google IOF presentation
 
Google Travel - TravelNext Congres 2012
Google Travel - TravelNext Congres 2012Google Travel - TravelNext Congres 2012
Google Travel - TravelNext Congres 2012
 
Google tavo eksporto_rinka_visas_pasaulis
Google tavo eksporto_rinka_visas_pasaulisGoogle tavo eksporto_rinka_visas_pasaulis
Google tavo eksporto_rinka_visas_pasaulis
 
FFC NRF - Google News
FFC NRF - Google NewsFFC NRF - Google News
FFC NRF - Google News
 
EMRM1
EMRM1EMRM1
EMRM1
 
Google ZMOT presentation
Google ZMOT presentationGoogle ZMOT presentation
Google ZMOT presentation
 
New Media DL Day One Intro Deck
New Media DL Day One Intro DeckNew Media DL Day One Intro Deck
New Media DL Day One Intro Deck
 
Camerjam mobile travel masterclass somo
Camerjam mobile travel masterclass somoCamerjam mobile travel masterclass somo
Camerjam mobile travel masterclass somo
 
AMA Oregon Google Presentation
AMA Oregon Google PresentationAMA Oregon Google Presentation
AMA Oregon Google Presentation
 
Periscopix google event 9 may 2012.com
Periscopix google event 9 may 2012.comPeriscopix google event 9 may 2012.com
Periscopix google event 9 may 2012.com
 
Ja making the most of mobile final
Ja making the most of mobile finalJa making the most of mobile final
Ja making the most of mobile final
 
Google Mobile - Small Screen S Big Opportunity
Google  Mobile - Small Screen S  Big  OpportunityGoogle  Mobile - Small Screen S  Big  Opportunity
Google Mobile - Small Screen S Big Opportunity
 
Wireless Shopper 2.0
Wireless Shopper 2.0Wireless Shopper 2.0
Wireless Shopper 2.0
 
How to Win the Zero Moment of Truth - iCrossing and Google Webinar
How to Win the Zero Moment of Truth - iCrossing and Google WebinarHow to Win the Zero Moment of Truth - iCrossing and Google Webinar
How to Win the Zero Moment of Truth - iCrossing and Google Webinar
 
Mobile pulse september 2013. Googles foredrag
Mobile pulse september 2013. Googles foredragMobile pulse september 2013. Googles foredrag
Mobile pulse september 2013. Googles foredrag
 
Market makers business leaders presentation
Market makers business leaders presentationMarket makers business leaders presentation
Market makers business leaders presentation
 
Futures of the Internet presentation
Futures of the Internet presentationFutures of the Internet presentation
Futures of the Internet presentation
 
Golden digital event hochiminh dec 9 ghislain
Golden digital event hochiminh dec 9 ghislainGolden digital event hochiminh dec 9 ghislain
Golden digital event hochiminh dec 9 ghislain
 

Último

Nanopower In Semiconductor Industry.pdf
Nanopower  In Semiconductor Industry.pdfNanopower  In Semiconductor Industry.pdf
Nanopower In Semiconductor Industry.pdfPedro Manuel
 
Linked Data in Production: Moving Beyond Ontologies
Linked Data in Production: Moving Beyond OntologiesLinked Data in Production: Moving Beyond Ontologies
Linked Data in Production: Moving Beyond OntologiesDavid Newbury
 
UiPath Studio Web workshop series - Day 7
UiPath Studio Web workshop series - Day 7UiPath Studio Web workshop series - Day 7
UiPath Studio Web workshop series - Day 7DianaGray10
 
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdf
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdfIaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdf
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdfDaniel Santiago Silva Capera
 
Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...
Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...
Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...Will Schroeder
 
UiPath Community: AI for UiPath Automation Developers
UiPath Community: AI for UiPath Automation DevelopersUiPath Community: AI for UiPath Automation Developers
UiPath Community: AI for UiPath Automation DevelopersUiPathCommunity
 
Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...
Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...
Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...DianaGray10
 
NIST Cybersecurity Framework (CSF) 2.0 Workshop
NIST Cybersecurity Framework (CSF) 2.0 WorkshopNIST Cybersecurity Framework (CSF) 2.0 Workshop
NIST Cybersecurity Framework (CSF) 2.0 WorkshopBachir Benyammi
 
Videogame localization & technology_ how to enhance the power of translation.pdf
Videogame localization & technology_ how to enhance the power of translation.pdfVideogame localization & technology_ how to enhance the power of translation.pdf
Videogame localization & technology_ how to enhance the power of translation.pdfinfogdgmi
 
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...Aggregage
 
Artificial Intelligence & SEO Trends for 2024
Artificial Intelligence & SEO Trends for 2024Artificial Intelligence & SEO Trends for 2024
Artificial Intelligence & SEO Trends for 2024D Cloud Solutions
 
20230202 - Introduction to tis-py
20230202 - Introduction to tis-py20230202 - Introduction to tis-py
20230202 - Introduction to tis-pyJamie (Taka) Wang
 
Machine Learning Model Validation (Aijun Zhang 2024).pdf
Machine Learning Model Validation (Aijun Zhang 2024).pdfMachine Learning Model Validation (Aijun Zhang 2024).pdf
Machine Learning Model Validation (Aijun Zhang 2024).pdfAijun Zhang
 
Salesforce Miami User Group Event - 1st Quarter 2024
Salesforce Miami User Group Event - 1st Quarter 2024Salesforce Miami User Group Event - 1st Quarter 2024
Salesforce Miami User Group Event - 1st Quarter 2024SkyPlanner
 
Anypoint Code Builder , Google Pub sub connector and MuleSoft RPA
Anypoint Code Builder , Google Pub sub connector and MuleSoft RPAAnypoint Code Builder , Google Pub sub connector and MuleSoft RPA
Anypoint Code Builder , Google Pub sub connector and MuleSoft RPAshyamraj55
 
AI You Can Trust - Ensuring Success with Data Integrity Webinar
AI You Can Trust - Ensuring Success with Data Integrity WebinarAI You Can Trust - Ensuring Success with Data Integrity Webinar
AI You Can Trust - Ensuring Success with Data Integrity WebinarPrecisely
 
Meet the new FSP 3000 M-Flex800™
Meet the new FSP 3000 M-Flex800™Meet the new FSP 3000 M-Flex800™
Meet the new FSP 3000 M-Flex800™Adtran
 

Último (20)

Nanopower In Semiconductor Industry.pdf
Nanopower  In Semiconductor Industry.pdfNanopower  In Semiconductor Industry.pdf
Nanopower In Semiconductor Industry.pdf
 
Linked Data in Production: Moving Beyond Ontologies
Linked Data in Production: Moving Beyond OntologiesLinked Data in Production: Moving Beyond Ontologies
Linked Data in Production: Moving Beyond Ontologies
 
UiPath Studio Web workshop series - Day 7
UiPath Studio Web workshop series - Day 7UiPath Studio Web workshop series - Day 7
UiPath Studio Web workshop series - Day 7
 
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdf
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdfIaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdf
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdf
 
20230104 - machine vision
20230104 - machine vision20230104 - machine vision
20230104 - machine vision
 
Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...
Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...
Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...
 
UiPath Community: AI for UiPath Automation Developers
UiPath Community: AI for UiPath Automation DevelopersUiPath Community: AI for UiPath Automation Developers
UiPath Community: AI for UiPath Automation Developers
 
Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...
Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...
Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...
 
20150722 - AGV
20150722 - AGV20150722 - AGV
20150722 - AGV
 
NIST Cybersecurity Framework (CSF) 2.0 Workshop
NIST Cybersecurity Framework (CSF) 2.0 WorkshopNIST Cybersecurity Framework (CSF) 2.0 Workshop
NIST Cybersecurity Framework (CSF) 2.0 Workshop
 
Videogame localization & technology_ how to enhance the power of translation.pdf
Videogame localization & technology_ how to enhance the power of translation.pdfVideogame localization & technology_ how to enhance the power of translation.pdf
Videogame localization & technology_ how to enhance the power of translation.pdf
 
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
 
Artificial Intelligence & SEO Trends for 2024
Artificial Intelligence & SEO Trends for 2024Artificial Intelligence & SEO Trends for 2024
Artificial Intelligence & SEO Trends for 2024
 
20230202 - Introduction to tis-py
20230202 - Introduction to tis-py20230202 - Introduction to tis-py
20230202 - Introduction to tis-py
 
Machine Learning Model Validation (Aijun Zhang 2024).pdf
Machine Learning Model Validation (Aijun Zhang 2024).pdfMachine Learning Model Validation (Aijun Zhang 2024).pdf
Machine Learning Model Validation (Aijun Zhang 2024).pdf
 
Salesforce Miami User Group Event - 1st Quarter 2024
Salesforce Miami User Group Event - 1st Quarter 2024Salesforce Miami User Group Event - 1st Quarter 2024
Salesforce Miami User Group Event - 1st Quarter 2024
 
Anypoint Code Builder , Google Pub sub connector and MuleSoft RPA
Anypoint Code Builder , Google Pub sub connector and MuleSoft RPAAnypoint Code Builder , Google Pub sub connector and MuleSoft RPA
Anypoint Code Builder , Google Pub sub connector and MuleSoft RPA
 
201610817 - edge part1
201610817 - edge part1201610817 - edge part1
201610817 - edge part1
 
AI You Can Trust - Ensuring Success with Data Integrity Webinar
AI You Can Trust - Ensuring Success with Data Integrity WebinarAI You Can Trust - Ensuring Success with Data Integrity Webinar
AI You Can Trust - Ensuring Success with Data Integrity Webinar
 
Meet the new FSP 3000 M-Flex800™
Meet the new FSP 3000 M-Flex800™Meet the new FSP 3000 M-Flex800™
Meet the new FSP 3000 M-Flex800™
 

Andrew Pozniak Consumers And Marketing Strategies In The Digital Space

  • 1. Consumers and Marketing Strategies in the Digital Space Andrew Pozniak – Industry Leader, Emerging Markets Bucharest, 04 November 2009 Google Confidential and Proprietary
  • 2. Agenda Internet evolution Understanding user activity What drives Search? Search and brands Ideas for an economic slowdown Final thoughts Google Confidential and Proprietary 2
  • 3. Internet evolution Google Confidential and Proprietary 3
  • 4. The evolution of the Internet Information & Commerce Community Communication Self Expression & Entertainment 1.0 2.0 3.0 1994 1998 2000 2003 2006 2009 Users 77M 400M 500M 1,000M 1,600M Google Confidential and Proprietary 4
  • 5. Hours online / month Growth in online usage 2003 2007 2012 11 16 32 Entertainment 0.5 2 6.5 Community 1 1.5 7 eCommerce 2 2.5 4.5 2.25 4 6 Communication Information 5 6 7.5 Google Confidential and Proprietary 5
  • 6. Where does your business sit? 43% 50% 7% Internet as Internet as Internet as brochureware sales channel engagement tool Source: Fortune 500 web audit (Feb 2008) Google Confidential and Proprietary 6
  • 7. Understanding user activity Google Confidential and Proprietary 7
  • 8. Search is a universal consumer behaviour Google Confidential and Proprietary
  • 9. 81% of internet users enter websites via a search engine Source: Forrester Research Inc., “UK Internet User Monitor” Google Confidential and Proprietary
  • 10. Automotive Internet is the number one starting point Example 80% of new car buyers started their search on the internet Source: Ipsos MORI, Question 4.1: As you started to research your new car purchase, where was the first place you began searching for information? Question 4.2: Which other sources of information did you use at any stage in researching and buying your car? Base: All respondents Google Confidential and Proprietary 10
  • 11. Search behaviour is also personal and iterative Google Confidential and Proprietary
  • 12. On average mobile phone shoppers do 8.5 searches prior to conversion Share of Mobile Phone converters by number of searches conducted per converter Number of mobile phone searches per converter 22% do 10 or more Google Confidential and Proprietary 12
  • 13. These searches occur over an extended period of time - average 27 days between first search and sale 42% Sales 38% Searches Time from First Search 42% of mobile conversions occur after 30 days Purchases & research tracked at a leading set of mobile phone retailers’ websites – Carphonewarehouse.com, dialaphone.co.uk, mobilefun.co.uk, o2.co.uk, orange.co.uk, phones4u.co.uk, three.co.uk, t-mobile.co.uk, virgin mobile, vodafone.co.uk Google Confidential and Proprietary 13
  • 14. From ‘holiday in the sun’ to holiday Travel purchase in 33 days – 11 searches, 28 site visits Example HolidayRentals Teletext Holidays ebookers Hotels.com TUI TripAdvisor TUI Visits TravelRepublic TUI First Choice TripAdvisors First Choice TUI Thomas Cook First Choice HolidayWatchdog TUI AirTours Expedia AirTours Thomas Cook AirTours Thomas Cook First Choice First Choice Tui First Choice Olympic Holidays Day 1 5 8 13 21 29 33 Holiday in the sun Cheap Flights Cyprus Cyprus Palm Beach Hotel Thomson Hotels Larnaca Cyprus Holidays Searches Spain Holidays Cyprus Holidays Cyprus holidays Beau Rivage Hotel Cyprus Europe Holidays Holidays in the Sun Source: Comscore Research Paper October 2007 Google Confidential and Proprietary
  • 15. Automotive Buyers are undecided when they start Example 52% 62% 69% Undecided on Undecided on Undecided on Type of car Brand of car Model of car (eg. Sports car) (eg. Ferrari car) (eg. Enzo car) Source: Ipsos MORI, Question 3.1/3.2/3.3: When you first started looking, how much did you know about the Type / Make / Model of car you wanted to buy? Base: New car buyers (n=500) Google Confidential and Proprietary
  • 16. Again this is true across different industries Destination you want to go 75% Days you want to fly 44% Price you want to 23% spend Times you want to fly 18% Airline you want to fly 8% N=1894 Q: “You indicated that you use search engines to help you research flights. Before using a search engine to help you research flights, have you already made up your mind about the:” Source: Media-Screen/GMI Apr 06 Google Confidential and Proprietary 16
  • 17. Automotive In fact search enables discovery of new brands Example Automotive Example: Search engines help me Discover new brands 44% Discover new models 48% Discover new and relevant websites 61% Compare makes and models 64% Make more informed decisions 64% Find the best price 47% Source: TNS / Google Automotive consumer study June 2007; Base: All respondents who bought a new car % - Completely Agree - Agree Google Confidential and Proprietary
  • 18. Automotive Example The majority of car buyers switch brands 55% Source: Ipsos MORI, Question 5.2: What type of car did you buy in the end? Google Confidential and Proprietary Base: All respondents
  • 19. What drives Search? Google Confidential and Proprietary 19
  • 20. All touchpoints drive online search Google Confidential and Proprietary
  • 21. 67% of online search 37% users are driven to search for information about a particular 30% company, product, service, or slogan 20% by an offline channel 39% 40% Source: iProspect, “Offline Channel Influence on Online Search Behavior,” 2007. (Q. Within the last six months, which of the following prompted you to go to a search engine to look for information on a particular company, product, service, or slogan? Select all that apply.)/ RAB Word of Mouse Study 2007. Google Confidential and Proprietary
  • 22. Of course, online ads drive search activity too Display Video Ads Ads Driving Search 27% vs 31% After seeing display ads, nearly as many users search as those who click on ads. Google Confidential and Proprietary 22
  • 23. Search and brands Google Confidential and Proprietary 23
  • 24. Search Results pages reflect and influence consumers’ brand perceptions Google Confidential and Proprietary
  • 25. Advertising on your brand names reinforces your brand in the mind of the consumer Google Confidential and Proprietary 25
  • 26. Consumers associate search ranking with the success of the company 71% of userson top ofleading brands expect to be the search results page 36% of users link placement to company prominence Source: comScore, US, CPG study, October 2007 Google Confidential and Proprietary 26 Jupiter Research / Ipsos Insight Consumer Survey, n=2.103 (Search Engine users US only), Jan 2008
  • 27. Search ads have a clear impact on brand metrics Brand Affinity Purchase Intent Brand Recall (do you like it?) (would you buy it?) (do you remember it?) 1.18x 1.14x + 2.5x Source: Enquiro Research/Ipsos Interactive Services, May 2008, Aggregated Data: All Industries, all countries (UK, Germany, France) Google Confidential and Proprietary
  • 28. Ideas for an economic slowdown Google Confidential and Proprietary 28
  • 29. 1. Users never stopped searching 113 billion searches worldwide in July 2009 + 41% versus 2008 In Europe, 36 billion searches in July 2009 Source: comScore Google Confidential and Proprietary 29
  • 30. Search query growth in Romania (+40% Q3 09 v Q3 08) 2009 2008 2007 + 40% All searches on Google RO Source: Google Internal Google Confidential and Proprietary 30 30
  • 31. 2. When incentivised, consumers will buy Recent retailer incentives spurred great consumer demand and sales Cash for Clunkers 700,000 new car sales 690,000 dealership vouchers $2.88 Billion jetBlue All You Can Jet All passes sold out in 2 days 31 Million searches in 7 hrs 10 Million blog results Google Confidential and Proprietary 31
  • 32. 3. Shopping starts earlier… As of September 2009, consumers have already begun shopping for the upcoming holidays 47% Have started holiday shopping/researching.1 36% Have made holiday purchases. 2 Source: Google/OTX Consumer Pulse Check, 9/09. Base: Those who plan to shop/research or purchase this holiday season (Nearly 9 out of 10 plan to shop/research or purchase.) [1] Have you started your 2009 Holiday shopping/researching? n=2,331. [2] Have you started your 2009 Holiday purchasing? Please think of any gifts that you may shop for or purchase during the Holiday Season, as well as those you may shop for or purchase after the holidays (e.g., post-holiday sales). n= 2,361. Google Confidential and Proprietary 32
  • 33. 3. …and ends later During the last holiday season, some consumers waited till close to the holidays to complete their holiday shopping 98% Year-over-year e-commerce sales growth happened during the weekend before Christmas. 3 Source: [3] comScore Press Release, December 2008. Google Confidential and Proprietary 33
  • 34. 4. Consumers have more choice Consumers today have many more choices: greater product options, new marketplaces (i.e. online, store, mobile), and increased retailer competition New Retailers Online Expanded Product Offerings +7% Source: Hitwise. Shopping & Classified Website Ranking Report, week ending 9/26/09 vs. 9/27/08. Google Confidential and Proprietary 34
  • 35. 5. Online continues to outpace offline Online conversions continue to show year-over-year growth, outpacing negative overall retail sales growth Home Apparel & Home Consumer 174% Furnishings Accessories Department Improvement Electronics Stores Stores Stores Stores Stores 135% 90% 59% 51% -7% -7% -10% Home Apparel Department Home Consumer Furnishings Stores Improvement Electronics -12% -14% Google Search-Driven Conversions YoY Growth Overall Retail Sales YoY Growth (January – August 2009) (January – August 2009) Source: Compete/Google Retail Dashboard, January through August 2009. Overall Retail sales from US Census Monthly Retail Trade Report for Jan-August 2009. Google Confidential and Proprietary 35
  • 36. 6. Online increasingly drives offline “Lundgren said that every dollar spent online at Macys.com influences $5.77 spent in stores within 10 days after an online purchase.”1 Source: [1] Internet Retailer, http://www.internetretailer.com/dailyNews.asp?id=31879. Google Confidential and Proprietary 36
  • 37. 7. Focus on sales conversion is key It’s easier to double profits by doubling your conversion rate, than trying Will text work better than display? to double traffic Website optimization is key to boosting ROI THE BOTTOM LINE Performance Marketer Google Confidential and Proprietary 37
  • 38. 7. Your visitors will show you what works and what doesn’t Media tested Buttons tested SIGN UP LEARN MORE JOIN US NOW SIGN UP NOW 38 Google Confidential and Proprietary 38
  • 39. Final thoughts Google Confidential and Proprietary 39
  • 40. Marketers need to catch up with consumers Search is at the start of the Where is it in consumer process media planning? Search is an integral part of the Where is it in consumer decision process media activity? Google Confidential and Proprietary 40
  • 41. You can always experiment and measure… Google Confidential and Proprietary 41
  • 42. “To have a great idea – have a lot of them" - Thomas Edison Google Confidential and Proprietary
  • 43. Q&A Andrew Pozniak Industry Leader, Emerging Markets Thank you! Google Confidential and Proprietary