performance marketing in a constantly connected world
DESCRIPTION
During the Copernica Summit 2013 on September 17th, Tamar van de Paal spoke about the developments and impact of performance marketing on our everyday lives. The multi-screen world has enabled consumers to seamlessly transition between screens to complete their everyday activities. This, and other technological advancements, have opened up opportunities for marketers to continuously meet their goals by being always there, always relevant and always optimized. During his session, Tamar showed several new trends in consumer behaviour and shared Google’s recommendations for performance marketing with the audience.TRANSCRIPT
PERFORMANCE MARKETING IN A CONSTANTLY CONNECTED WORLDTamar van de Paal, Country Marketing Manager Benelux, Google
17 September, 2013
Performance marketing
REACH ENGAGE IMPROVE
Consumers behaviour is changing
X-channel sales
Complex journeysConstantly connected
New shopping hours
We live in a multi-screen world
1.2 BNGlobal smartphone
penetration
3.1Connected devices per
person in NL
27Times per hour we
move between devices and platforms
Sources: Gartner 2013 projection, Google device usage study, 2013, Time Inc Study, 2012
Consumers expect answers, when they need them, regardless of device
7.9Zetabytes of data by 2015, vs 1.8 in 2011
27Times to the moon
90%Of the world’s data created in the last 2
years
Sources: IDC, 2011, IBM, 2012
Millions of people. Billions of moments that matter
Moments to move prospects down the funnel
MomentDriving
Awareness MomentDriving
Preference
MomentDriving
Conversion
9:30am
Breathing Techniques
4:40pm
New Homes
5:00pm
Hospital Directions
Each moment can be part of a bigger journey
9:30am
Breathing Techniques
DreamingDiscoveringLearning
5:00pm
Hospital Directions
FindingActing
4:40pm
NewHomes
ComparingResearchingSocialising
Digital advertising technology makes each moment an opportunity
9:30am
Breathing Techniques
Awareness
5:00pm
Hospital Directions
Conversion4:40pm
NewHomes
Preference
Pace of change accelerating
iPhone Growth Tablet Growth Android Growth
3x4xFaster
Business which master digital profit more
Businesses leading in Digital and Transformational intensity are 26% more profitable than their peers
Fashionistas Digirati
Beginners Conservatives
+26%
-
11%
+9%-
24%TRANSFORMATION MANAGEMENT INTENSITY
DIG
ITA
L IN
TEN
SIT
Y
3 ways to future-proof your performance
All screens Always open Audience engaged
All Screens
Audience Engaged
Always Open
Attribute & Measure
1. Reach your customer across all screens
All Screens
43%Top 100 brands
without mobile sites
45%Research on phones
when shopping
20%Change their mind
in store
2. Reach customers at all times by being always open
Always Open
Customers shop at all hours
Businesses lose out on 10% of sales by
being turned closed.
Total search query volumes by hourTablet
MobileDesktop
Midnight 3am 6am 9am Noon 3pm 6pm 9pm
3. Use signals to engage audiences
Audience Engaged
Sources: Google Internal, Axiom, 2013, Google Internal
55%Of internet shoppers purchase after their
first site visit
5XUplift for Kellogg’s from using multiple
audience signals
5-10%Increase in response rate by incorporating
audience signals
Driving maximum returnEffi
cien
cy
Sales volume
Collect and segment existing
customer data
Target existing visitors
Enrich datasets through
3rd party data
Leverage partnerships
Leverage Google data
Use contextual signals to drive
acquisition
Expand to potential visitors
Extend to use demographic / behavioural
signals
Attribute & measure
Attribute & Measure
Unified view of your customers
Purchase journeys take multiple sessions
Attribute & Measure
Online buyers vs. time
Less than 24 hours 10 - 14 Days 25 - 29 Days 50 - 59 Days 80 - 89 Days
100%
75%
50%
25%
0%
23%
48%
71%
purchase within 24 hrs
purchase within 19 days
purchase within 39 days
Driving maximum return
Attribute & Measure
Effi
cien
cy
Sales volume
Measure x-channel effects of
online
Accurate tracking
Combine modeling
and tracking techniques
Real-time optimisation
Build models including on-
and offline sales
/ media data
Attribution modeling
Use Attribution modeling
to test hypotheses
All Screens
Audience Engaged
Always Open
Attribute & Measure
THANK YOU