Real Time Marketing: Tools and Techniques to Own the moment

William Morris

Mental Models Drive Our Game

Google Confidential and Proprietary 2

Roger Bannister and the Four Minute Mile

Google Confidential and Proprietary 3

Build a Great Product

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Tell Your Target About It

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Win at Point of Decision

According to Procter & Gamble, shoppers make up their minds about a product in three to seven 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 6

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The Traditional 3-Step Mental Model of Marketing

• Stimulus Second Moment of

Truth

First Moment of Truth

Historical “Interrupters” of Three Moment Model

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More Decisions Made Before Entering Store

• Where Purchase Decisions Are Made (% of Shoppers)

Source: SymphonyIRI, MarketPulse Survey Series Q1 2011-Q3 2012

Q1 2011 Q2 2011 Q3 2011 Q4 2011 Q1 2012 Q2 2012 Q3 2012

74% 74% 79% 77% 77% 77% 78%

26% 26% 22% 23% 23% 24% 22%

Before Going to the Store While Shopping in the Store

The New Path to Purchase

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61% of Internet users research online about products and services prior to purchase

Sources: IAB/TNS/Google, Consumer Barometer, Worldwide, May 2012. Motorola Solutions, June 2012

69% of those who research online use a search engine before purchase

48% search offers while in-store

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The 4 Moment Mental Model

First Moment of Truth

Second Moment of Truth

Stimulus

Which becomes the next person’s ZMOT

• TV no longer commands our

full attention

We often move from one screen to another while shopping

Base: Have Started Activity on One Device & Continued on Another (1455). Q. For the activities listed below, think about the last time you started each activity on one device and then continued or finished the same activity on another device. Please select which device you started and then continued on. If you have not done this, select “I have not done this”.

67%of us start shopping on one device and continue on another

77%of TV viewers use another device

at the same time in a typical day

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Multiple Device Use and Device Toggling is Now the Norm

How to Go Multi-Screen:

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Brand messaging consistent across TV, tablets and mobile phones

Make sure your site loads quickly and clearly on any mobile device

Try click-to-call ads

Advertise via mobile apps and mobile video ads

Add email reminders and alerts across devices

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Win Wandering Shoppers

• of shoppers say that online coupons or promo codes will close a deal for them when they’re undecided

of online shopping carts are abandoned by the shoppers before they get to a purchase

70%

78%

Help Consumers Buy with Their Eyes

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of consumers report using YouTube to browse and research retail companies

68%

more likes and comments than those without photo content.

Add Video

60%Social network posts with

photos get

Add Images

Build Trust with Answers

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say they actually prefer online customer serviceto phone calls or in-person consultations

1in5

Join the Attribution Revolution

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putting value on every step of the way that got Jane there

vs. measure the last click

Jane saw a mobile ad, a banner ad on a news story

she searched, she watched a video

then she clicked on an ad

came to my siteand became one of my best customers

Dermablend Supercharges Brand Awareness and Drives Consumer Engagement With

YouTube Masthead

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Capitalize upon prime media real estate while content is relevant to consumersDermablend showcased the advantages of its leg and body cover product through a high impact ad unit using sight, sound, and motion

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Dermablend Supercharges Brand Awareness and Drives Consumer Engagement With

YouTube Masthead

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“I don’t have tattoos, but I wish I did, so I could support this company. What an ingenious ad.”

HilaryLuxAerial

GoalLeverage efficiency of digital advertising to highlight new creative content and increase brand awareness

InsightLight TV viewers interested in long-form content engage with brands on YouTube

ApplicationFeature creative spot in high impact YouTube Masthead ad slot 19

YouTube Mastheads Drives Brand Awareness For Dermablend

Results•54% increase in US subscriber base on YouTube Brand channel

•Drove month’s worth of unique visitors to e-commerce on one day

•340% increase in revenue after masthead 20