18 Tips for Successful Google Apps Migration & Change Management
Building a Successful Digital Marketing Strategy (YP, Google)
-
Upload
local-search-association -
Category
Marketing
-
view
131 -
download
1
Transcript of Building a Successful Digital Marketing Strategy (YP, Google)
Google Confidential and Proprietary
LSA 4/19/15
Google | Channel SalesYP | Marketing
YP & Google
Circle: Ben Tyson & Jeff Biesman
Google Confidential and Proprietary
Objectives
Introductions
Review concept of Zero Moment of Truth
Highlight key trends driving change in today’s consumer behavior
Understanding the digital challenge
The Solution
Q & A
Google Confidential and Proprietary
Intro
BackgroundBen Tyson10 years in digital marketing
Joined Google in 2013 to focus on training for Strategic Partnerships for Small-Medium Business/Local Channel.
Jeff Biesman22 years of total marketing experience
Former President & CMO in small business ecommerce verticals. Joined YP in 2014 as Vice President of Marketing for the local business channel.
Background
4
Google Confidential and Proprietary
1952: Roger Bannister and the 4-Minute Mile
Google Confidential and Proprietary 5
Google Confidential and Proprietary
Google’s vision of the SMB segment
BIA Kelsey & Google Internal Stats
•Google’s mission especially applicable to SMBs
•Millions of SMBs globally
•Serve SMBs through partners
•Partners provide breadth
• Industry expertise
• Specialized sales force
• SMB customer base
•Partners provide scale
• 700 partners around the world
• Thousands of sales people who sell Google
• Millions of SMB customers
Google Confidential and Proprietary
Why are partners the way to go?
BIA Kelsey
Partners help SMBs for many reasons for lack of engagement, including confusion and lack of time.
What SMBs Want:
• Human interaction
• Simple ad product
• Clear value proposition for online fund shift
• Advertising solutions customers want
• Brand, quality, reach and results
• Experts in search and digital advertising solutions
• End to end solution covering all online marketing channels
Google Confidential and ProprietarySource: Google/Shopper Sciences, Zero Moment of Truth Macro Study, U.S., April 2014
Google Confidential and Proprietary
Digital Position Matters
Source: comScore, US, CPG study, October 2007. Jupiter Research / Ipsos Insight Consumer Survey, n=2.103 (Search Engineusers US only), Jan 2014
Google Confidential and Proprietary
Sequential screening is common & mostly completed within a day
Use multiple screens sequentially to accomplish a task over time
90%
98% move between devices that same day
Base: Total Respondents (1611). Q. How often do you start an activity (i.e. emailing, researching, or shopping) on one device, but continue it or finish doing it at a later time on a different device? Base: Have Started Activity on One Device & Continued on Another (1455). Q. On average, how much time passes between the time you begin an activity on one device and continue the activity on another device?
Google Confidential and Proprietary
Call a business
56% 29% 15%
Make a purchase
54% 29% 17%
Less than 1 hour
1-5 hours
5+ hours
51% 29% 20%
Visit a store
Share information
Visit retailer website
Continue research
59% 24% 17%
59% 24% 17%
61% 24% 15%
Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Searches that have non-SERP click outcomes, n=1,372
Q: How long after the search on your mobile device did you start these activities?
Google Confidential and Proprietary
How Do You 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 16
Google Confidential and Proprietary
The last 50+ years…
The Traditional 3-Step Mental Model of Marketing
Stimulus Second Moment of
Truth
First Moment of
Truth
17
Google Confidential and Proprietary
NOW: More Decisions Made Before Entering Store
Where Purchase Decisions Are Made (% of Buyers)
Source: SymphonyIRI, MarketPulse Survey Series Q1 2011-Q3 2012
Google Confidential and Proprietary
Model Updated: The 4-Moment Mental Model
First Moment of Truth
Second Moment of Truth
Stimulus
Which becomes the next person’s ZMOT
19
Google Confidential and Proprietary
Volkswagen Commercial
Second Moment of
Truth
First Moment of
Truth
Which becomes the next person’s ZMOT
Google Confidential and Proprietary
Stimulus Stimulus
FMOT
Source: Google/Shopper Sciences, Purchase Funnel Analysis, April 2014. N = 3,000
The New “Many Moments” Mental Model Looks More Like a Flight Map
21
Google Confidential and Proprietary
Ad Spend is Following Consumers Online
Source: eMarketer, March 2013; Share of Avg. Time Spent Per Day with Select Media by U.S. Adults vs. U.S. Ad Spending Share, 2014
43.6% DigitalGap between ad investments and media consumption
Untapped Audience
Consumers’ Media Consumption
Advertising Investments
25% Digital
23
Google Confidential and Proprietary
Search
Video
Mobile
Offers
Local
Site
Display300 x 250
How to Manage Effectively at Scale?
Social
Google Confidential and Proprietary
What Do Our Partnerships Mean?
• Google-certified experts
• Ongoing training from Google
• Transparency
• Reporting audits
• Customer satisfaction surveys
• Access to newest and best from Google
• Market guidance
• When and where are people searching for your business?