Google Country Manager for Baltics Vytautas Kubilius · Proprietary + Confidential For every second delay, conversions fall by 20%:00:01:02:03:04:05:06:07 Source: 1.Google/SOASTA

Proprietary + ConfidentialProprietary + Confidential

Vytautas KubiliusGoogle Country Manager for Baltics


Global Consumer Trends

Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem

Proprietary + Confidential

Confidential & Proprietary


Shoppers today are more informed, purposeful, and better prepared than ever before.


Confidential + ProprietaryProprietary + Confidential

Curious Demanding ImpatientExpecting to get useful advice

and answers about the big stuff and the small stuff.

Expecting personal relevance, even with less effort on our part.

Expecting the ability to act right now, and get right now.

Consumers expect to get exactly what they want, instantly and effortlessly

shopping lists near me same day delivery


increase insame day shipping

searches

2x

Source: Google Data Jan - June 2017 vs. Jan - Jun 2015. US

increase in travel searches for ‘today’ and ‘tonight’

150%increase in

‘open now’ searches

3x



of searches are now by voice

In the Google app (on Android, in US)

20%Source: Google Data, US, May 2016


HELPFULPERSONAL

FRICTIONLESS

Confidential + Proprietary

All News Images Books Maps More Settings

as·sis·tance/ˈəˈsistəns/

noun

1. helping people to get things done.

2. ..MARKETING..

a digital strategy focused on understanding what people want and helping them to succeed throughout the consumer journey.

About 63,000,000 results (0.58 seconds)

define: assistance

Tools



Intent

Google Duplex Demo from Google IO 2018

Link to video: https://bit.ly/2KqvtqU

http://www.youtube.com/watch?v=uf129G_7-9k

https://bit.ly/2KqvtqU


Consumer Behavior Trends in Latvia

II

13

77% 82%Local population, 16 years and older

who use the internet for private purposes

Global* population, 16 years and older who uses the internet for private

purposes

LV

Source: Connected Consumer Study 2017

Check detailed insights at www.consumerbarometer.com

http://www.consumerbarometer.com

II

Source: Connected Consumer Study 2017 14

Latvia 84%

Global 87%Check detailed insights at

www.consumerbarometer.com


II

15

2013 2014 2015 2016 2017

100%

80%

60%

40%

20%

0%

Daily Online Usage ** Access internet at least as often via smartphone as computer **Online Usage *




II

16

Number of Connected Devices (Global)

Number of Connected Devices (local) 2.4 2.9

Co-Usage: Smartphones AND desktop devices

Co-usage: Smartphone AND Desktop devices 70% 74%




I

17

# number of connected devices used8,0

7,0

6,0

5,0

4,0

3,0

2,0

1,0

0,0

16-24 years 25-34 years 35-44 years 45-54 years 55 years and older




II

18

16-24 years 25-34 years 35-44 years 45-54 years 55 years and older

100%

80%

60%

40%

20%

0%

% of onliners accessing the internet via their smartphone, by age




IIPercentage of people who access the internet at least as often via smartphone as computer in Latvia.




II

20

Share of onliners 16 years and older who watch online videos at least as frequently via smartphone as via desktop devices

2013 2017

11% 35%




II

21

Share of onliners 16 years and older who use search engines at least as frequently via smartphone as via desktop devices

2013 2017

15% 39%




II




II




II




II





Latvian E-Commerce Trends


Intent

Latvia

Internet retailing: putting Latvia in a Regional Context 2012-2017

Source: Euromonitor International, Internet Retailing in Eastern Europe, April 2018Full report: https://bit.ly/2L6m7S3

https://bit.ly/2L6m7S3


Latvia: internet retail breakdown & growth 2012-2017




Intent

Internet retail in Latvia: Top retailers 2017 and growth ‘12-’17




Intent

Source: http://ec.europa.eu/eurostat/statistics-explained

Enterprises advertising on the internet, 2016 (% enterprises)


Intent

Source: http://ec.europa.eu/eurostat/statistics-explained

Web sales to own country and other EU countries, 2016 (% enterprises)


Tips for E-Marketers

Serve the right message to the right people at scale

Find and reach the right people across all channels

Ensure seamless experiences for customers at each stage of

the journey

Be usefulBe there

I-WANT-TO-DOmoment

I-WANT-TO-GOmoment

I-WANT-TO-KNOW

moment

I-WANT-TO-SEEmoment

I-WANT-TO-BUYmoment

Retail’s biggest opportunity is in the smallest moments


“Micro Moments” Insights, researches, strategies: https://bit.ly/2wUKR9n

https://bit.ly/2wUKR9n


EMAIL

SOCIAL

VIDEO

MOBILE SEARCH WEBSITE

DESKTOP

IN-STORE

Put the customer at the center of your marketing strategy

“Micro Moments” Insights, researches, strategies: https://bit.ly/2wUKR9n

https://bit.ly/2wUKR9n


Speed is the “must-have”

There is a huge opportunity to delight users through speed and increase conversion rates.

https://testmysite.withgoogle.com/

Free report + tips on website speed: https://testmysite.withgoogle.com/



For every second delay, conversions fall by 20%

:00:01:02:03:04:05:06:07

Source: 1.Google/SOASTA Research, Global, 2017. 2. SOASTA, The State of Online Retail Performance, Global, April 2017

doubles

As page load time goes from one second to seven seconds, the probability of a mobile site visitor bouncing more than

Free report + tips on website speed: https://testmysite.withgoogle.com/



Thank You

Documents

Google Country Manager for Baltics Vytautas Kubilius · Proprietary + Confidential For every second delay, conversions fall by 20%:00:01:02:03:04:05:06:07 Source: 1.Google/SOASTA