Embed Size (px)
Citation preview
Google Confidential and Proprietary 1
Integrated web-based
dialogue
Richard Robinson, Industry Leader , Google
Google Confidential and Proprietary
800 exabytes
Internet users worldwide
Mobile Subscribers
Digital information in the world –
videos, photos, music, texts, etc.
2010
2010
2010
1.8 B
4.6 B
Google Confidential and Proprietary
800 exabytes
2010
2020
2010
2020
2010
2020 53 zettabytes
1.8 B
4.6 B
5 B
10 B
Internet users worldwide
Mobile Subscribers
Digital information in the world –
videos, photos, music, texts, etc.
For Business, The Web is The First Point of Research
4
Base:
C-level title, business decision-maker at company with annual revenues $1B+
Government staff (federal/state/local), NGO and think tank employees active in policy research
Business professionals involved in purchase decision making at companies of 1-500 employees
65% of the C-Suite conduct 6+ work-related
Searches daily
For 99% of Small
Business Owners,
Search Engines are the
most effective tool for
finding suppliers
100% of Policy
Influencers use the
Web to research the issues
Source: Google/Forbes Insights, 2009; Google/Slack Barshinger, 2009;
Google Confidential and Proprietary 5Source: Google/TechTarget How IT buyers Search Online During the Purchase
Process, 2009
Create meaningful interactions through
understanding their Buying Stage, Role and Needs
Notion of the “Hyper-Active” Lead:
6
Blogs
Webcasts
White papers
Podcasts
Videos
Physical trade shows
Vendor demos
Trial Software
Search
Mobile
Online communities / social
media
Email Newsletters
Trade articles
Its an integrated world, customers are in contact with numerous info points on the path to purchase
Source: Google/TechTarget How IT buyers Search Online During the Purchase
Process, 2009
Online Research Before Business Meeting
Before This…This…
Meeting New Business Contacts Online First
Before This…This…
Online Demos Before Connecting at a Trade Show
Before This…This…
Business is No Longer Location Bound
10
This… Instead of This…
Blurring of boundaries
Acceleration of everything
12
1/3 of all
Internet traffic is
online video
48 hours of
video uploaded to
YouTube every
minute
2bnvideos watched per
day
Video
13
7,500 video views a day = 46 hyper-efficient reps
a) average video view is 2 minutes
b) average hyper-efficient rep pitches 8 hours a day, no breaksAssumptions
Salesforce.com use video for customer engagement
April 10
24% of the UK now have smartphones
4%UK Queries coming from mobile
Source: IAB Mobile Adspend Study, April 2010
April 11
36% of the UK now have smartphones
15%UK Queries coming from mobile
176%YOY growth
Mobile
15
iPhoneiPhone 3G
Android G1
Blackberry Storm
iPhone 3GS
Palm Pre
Android myTouch
Moto Droid & Eris
Android Nexus One
HTC Incredible
iPhone 4G & Android X
Google B2B-related Mobile Query Growth*
Smartphone Launches
*Based on a basket of the top 27,000 words within the B2B vertical.
Source: Google Internal Data
Nearly half (47%) of Europe’s business
elite access content via a smartphone on a
weekly basis
Being Visible Increasingly Means Mobile
Mobile Also Drives Business Transaction
16
79%
of execs are
comfortable providing
business contact
information to a
mobile website
65%
are comfortable
making a business-
related purchase on
a mobile device
59%
would rather make
a business-related
purchase over
the mobile web than
over the phone
Source: Google and Forbes Insights “B2B Trends in Mobile & Online Video Study” December 2010
Q: I am comfortable providing business contact information to a mobile website; I am comfortable making a business-related purchase on a mobile
device; I would rather make a business-related purchase over the mobile web than over the phone.
(strongly agree, agree, don’t know, disagree, strongly disagree)
600 million users on
17
Over 850 million people on social networking sites
90 million tweets per day on Twitter
50%+ of YouTube videos have been rated or commented on
20% Tweets contain reference to a product or brand
Social
600 million users on Facebook
18
But . . .
a page on a social networking site is
not a social strategy
Integrate Social Efforts Across Platforms
19
20
Floodlighttaggingtracks this
Better retargeting leads to better understanding in
conversion attribution
Display network
Display view
Search click
Display view
Affiliate click
Advertiser site
Call centre Sale Sales rep Resellers
Advertiser siteDisplay network
Display view Display view Search clickAffiliate click
Affiliate blog
06/11/11
03:25:02 PM
Display network
05/15/11
07:32:21 PM
NY Magazine
05/30/11
12:41:08 AM
iVillage
06/11/11
08:21:09 PM
06/12/11
10:25:05 AM
CONVERSION
06/12/11
10:32:57 AM
Marketing
Automation
CRM
Lead
Nurturing
Traffic Data
Analytics
Site Data
Attribution
Clickstream
Use analytics and integrated marketing platforms in a
multi-channel world
More engaging
More mobileMore local
More social
What next?
