Speeding up in the Slowdown
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Transcript of Speeding up in the Slowdown
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Google Confidential and Proprietary 1
Anni RonkainenIndustry Head, Google Finland
Speeding up in the
Slowdown
Pärnu Marketing ConferenceMay 15, 2009
This time is different
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1.4 billion online
3.3 billion mobile
id5341906 pdfMachine by Broadgun Software - a great PDF writer! - a great PDF creator! - http://www.pdfmachine.com http://www.broadgun.com
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183 billionEmails sent per day...2 million every second
�130 billionEU eCommerce sales
580 millionunique visitorsin social networks
15 hoursof video uploaded to YouTube every single minute
1.53 billionGoogle searches worldwide per day
LyricsGoogleTartuTorrentTallinn
Swine fluSusan boyleUuseeE okulEbay uk
Youtube.comMeteoFacebook.comTwitterEesti
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Online is mass market
Sources: Forrester�s European Consumer Technology Adoption Study Q2 07, internetworldstats.com Nov 08, Ofcom Nations and Regions CMR 2008, EMOR, Point Topic
52%Out of 6-74 year old Estonians are online
at least 5 days a week
277.000Broadband
connections
854.600Internet users
In Estonia
Search is a core behaviour
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There are two sides to the story�
Online retailers continue to grow
Online check & reserve grew 50%, ecommerce a further 21% of sales
(Q3 08)
Online +34%, overall +0.4% (Q3 08)
Online +1.1% vs. 7% drop in shop sales.
60% of Next Directory orders now online
Q4 sales +9%
Online +30%, overall +1% (Q3 08)
+25% Christmas 08 v 07
High Street In Decline E-commerce On The Rise
Search is a barometer
Q4 sales +9%
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Top search terms in Estonia, last 7 days
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Google Confidential and Proprietary 11
No Media Is an Island
Marketers need to catch up with consumers
Search is at the start of the consumer process
Where is it in media planning?
Search is an integral part of the consumer decision process
Where is it inMedia activity?
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Offline Channels Drive Online Search
37%
30%
17%
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.)
20%
67% of online search users are driven to search for information about a particular company, product, service, or slogan by an offline channel.
More bang for your marketing buck
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57% of people have performed an online search
after watching a TV ad
Likelihood of buying increases by more than
50% when TV and online are used together
Search can produce the same shift in brand
perception at up to 52% less cost than other media
channelsSource: Internet Advertising Bureau, May 2008; iProspect & Jupiter, Aug 2007; Google internal study conducted by Milward Brown, 2007
Get Beyond Media
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Bargain hunters don�t drive
80% of internet users compare prices and options
3/4 shoppers compare prices online before visiting the lowest price store
30% more actively seeking promotions than last year
Online retail spend was up
38% YoY in H1 2008
Sources: Harris Interactive �Digital Influence Index�, Jun 2008; The Retail Bulletin, �Consumers seek out
promotions than they were 12 months ago, Jun 2008; Internet Retailing �I want to buy some cheese�, Feb 2008;
IMRG Cpagenini e-Retail Sales Index, Jul 2008]
The Last Mile Is Critical
If they have not found an item on a site, 50% of people assume it is not available in store either
30% formed a negative perception of a company with a badly put together website
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65% of shopping carts are abandoned at
checkout
Source: Tealeaf Press Release �2008 Tealeaf Survey Highlights Potential Multi-Billion Dollar Business"
Get religious about conversion
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Source: EIAA mediascope Europe Study, Nov 2007
Search is the way in�
Search is more important than word of mouth when researching products or services
49% of online shoppers have changed their mind about which brand to buy following research on the web
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3 No media is an island - optimizing the media investments between the channels is crucial
1 Slowdowns are when winners get ahead
2 This time it�s different � consumers are digital and the slowdown will fuel online growth
4 Keeping up with the digital consumer will help you get ahead
5 Are you doing all you should?
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Q & A
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Google Confidential and Proprietary 22
Thank you!
Anni RonkainenIndustry Head, Google Finland