NextLeft VP of Marketing, Katie Fellenz, presented for the San Diego American Marketing Association's monthly meet-up, alongside Blue Hornet, to help marketers learn to use content to nurture leads throughout the entire funnel.
3. #SDAMA
What about all of the moments before the trigger?
We’re
MovingHouse
Values
Packing
SuppliesI Want
a New
Job
Homes
for Sale
What to
expect when
you’re
expecting
Mortgage
Calculator
Best
School
Districts
Safest
Towns
in U.S.
Just
Married
7. #SDAMA
Creating New Result Types
Google continues to evolve in an effort to help provide users the best information, as
quickly as possible
Localized Results
Knowledge Cards Videos
Articles
16. #SDAMA
where have we been?
CURRENT CONTENT
Be There.
Be Useful.
Be Relevant.
The MOVING PROCESS
Early Moving
Research
Moving Process &
Education
Services & Price
Research
17. #SDAMA
where have we been?
CURRENT CONTENTBE THERE
More Google searches take place on mobile devices than
on computers in 10 countries, including the US and Japan
90% of Smartphone users say they’ve used their phone to
make progress towards a long-term goal or multi-step process
while out and about
Consumers interact with 7.1touch-points on average
throughout their purchase journey
6/10 internet users start shopping on one device and finish on
a different device
What we know…
21. #SDAMA
where have we been?
CURRENT CONTENTBE USEFUL
51% of smartphone users have purchased from a
company/brand other than the one they intended to
because the information provided was useful
What we know…
80% of all queries that Google receives are
informational queries
48% of Smartphone users are more likely to
buy from companies
whose mobile sites or apps provide
instructional video content
25. #SDAMA
where have we been?
CURRENT CONTENTBE RELEVANT
52% of consumers say brand messages feel intrusive and
spammyif not relevant
78% of consumers said they want some degree of
content personalization
What we know…