Google Partner Agency Digital Breakfast with Geary LSF

Google Confidential and Proprietary

Start End Topic Speaker

8:00am 8:15am Registration & Breakfast

8:15am 8:45am Innovation at Google Bob Dillon

8:45am 9:15am The Omni-Channel Approach Liz Serafin

9:15am 9:20am Closing Remarks Bickey Russell

9:20am 10:00am Networking

Agenda


Innovation at GoogleBob DillonAgency Sales Director, Google


Focus on the user

Think 10x, not 10%

Google’s approach to innovation


THINK 10X, NOT 10%


http://www.youtube.com/watch?v=dk3oc1Hr62g


Focus on the user

Think 10x, not 10%



FOCUS ON THE USER


MOBILE

SIGNALS

MEASUREMENT

FOCUS ON THE USER


WIN WITH AUDIENCE WIN WITH AUDIENCE SIGNALS


35%Conversion

Rate IncreaseRemarketing Lists for Search ads to segment & engage past site visitors on Google search

SIGNALS


MOBILE

SIGNALS

MEASUREMENT

FOCUS ON THE USER


MOBILE


YOU HAVE ABOUT 1 MIN162 MINUTES PER DAY150 TIMES PER DAY

MOBILE


MOBILE


MOBILE

SIGNALS

MEASUREMENT

FOCUS ON THE USER


Store visits

Estimated Total

Conversions= + + +

Online ConversionsAdvertisers see today

Cross-Device Conversions

Mobile to Computer Computer to ComputerTablet to Computer

12%Entertainment

8%Travel

8%Technology

7%Retail

Increase in conversions

measured when using estimated

total conversions

Calls

MEASUREMENT


MOBILE

SIGNALS

MEASUREMENT

FOCUS ON THE USER


Focus on the user

Think 10x, not 10%



DISCUSSION

The Omni-Channel Approach for Direct Response Marketers

“If you always do what you’ve always done, you’ll always get what you’ve always got.”

-Henry Ford

OMNI-CHANNEL FOR DIRECT RESPONSE

Meeting Agenda

• About Geary LSF

• Digital Media Consumption Trends

• 5 Tips for Omni-channel Approach for Direct Response Marketers

• Questions

Defining Omni-channel

“Omni-channel is a reflection of the choice that consumers have in how they engage a brand, and therefore is best represented as how brands enable their clients and consumers to use these channels to engage with them.”

- Forbes

“Marketers now need to provide a seamless experience, regardless of channel or device. Consumers can now engage with a company in a physical store, on an online website or mobile app, through a catalog, or through social media. They can access products and services by calling a company on the phone, by using an app on their mobile smartphone, or with a tablet, a laptop, or a desktop computer. Each piece of the consumer’s experience should be consistent and complementary.”

- Marketo


CREATIVE DEFINEDOMNI-CHANNEL APPROACH

An Omni-Channel ApproachWhat do you need for an Omni-Channel Approach?

• Your brand to be present

• Your message to be clear

• Your voice to be consistentWe combine Paid, Owned and Earned Media to give you what you need…

Turning your digital ambitions into business results.

OMNI-CHANNEL APPROACH

http://www.youtube.com/watch?v=E-2UyT9vlOM

THE LANDSCAPEDigital media consumption today


Q: What is Spurring Multi-Channel ConsumptionA: Better Technology – More Access to Information


Digital Spending Outpacing Other Media. Fueled by Mobile and Display


Existing Tactics Potential Beyond Traditional Use Cases


“Big Data” a key driver of marketing initiatives.


Multi Channel Consumer Consultation Differs Among Products

There is no “one size fits all” solution.

OMNI-CHANNEL APPROACH

5 Key Tips for the Direct Response Marketer

UNDERSTAND HOW EACH MEDIUM CAN CONTRIBUTE

DEFINE AND COMMUNICATE OVERALL BUSINESS OBJECTIVES

Create sub-objectives for plan components to play into the whole.

CRAWL, WALK, RUN

• Prioritize initiatives• Budget constraints• Likelihood to impact bottom line

• Develop testing plans• Duration• Specific metrics

• Deploy in phases• Isolate to understand

COLLECT AND UNDERSTAND DATA

• Data is key to ensuring programs can be run as efficiently as possible

• Allows for specific targeting in display and social channels

• Points to the right message with the right experience at the right time

• Provides understanding of customers and behaviors

• Provides foundation for post-funnel marketing efforts

BREAK DOWN MEASUREMENT SILOS

• View results in total, as well as individually.• Centralized tracking is key to building performance story

• Defines metrics in the same way across media• One view of performance data

• Cross channel attribution can begin to show how tactics and vehicles influence each other.


Tips for the Omni-channel Approach

Understand the potential role of various tacticsDefine objectives (overarching and individual)Prioritize and develop phasesCapture and analyze dataTie it all together with cohesive measurement

Thank You.

Google Partner Agency Digital Breakfast with Geary LSF

Marketing

Transcript of Google Partner Agency Digital Breakfast with Geary LSF