Google Confidential and Proprietary

Non-line: Theorie & Praktijk!

Sabine van Velsen, Industry Leader Retail Google NL 18 June 2013 @ Online Marketing Amersfoort

Google Confidential and Proprietary

The future is now!

Video consumer behavior

CONSUMER CHANGES Changing consumer behaviour process

First  Moment  of  Truth  

Second  Moment  of  Truth  

S3mulus  

Pre-­‐shopping  |    In-­‐store  |  In-­‐home  

At  shelf  In-­‐store  

Experience  

Source:    Google/Shopper  Sciences,  Zero  Moment  of  Macro  Study,  Apr  2011  N  =  5,000      www.thinkwithgoogle.com/insights  

Leading to a new buying M O D E L

5  Source:    Google/Shopper  Sciences,  Zero  Moment  of  Macro  Study,  Apr  2011  N  =  5,000      www.thinkwithgoogle.com/insights  

And a new buying P R O C E S

MEGATRENDS Changing consumer behaviour affecting advertisers

Google Confidential and Proprietary 7 Google Confidential and Proprietary 7

AUDIENCE OPTIMISED

ALWAYS OPEN

ALL

SCREENS

ATTRIBUTE & MEASURE

Trends  Grocery  &  Food  Retailers  

1

Connected B E H A V I O U R

2

Connected ACROSS SCREENS

3

The rise of online V I D E O

Connected BEHAVIOUR

The essential constant

C O M P A N I O N

150

Average number of time smartphone users LOOK AT THEIR PHONES

Image: via Flickr: by beeboh☆ | @Bothaynaa

Today’s Consumers are CONSTANTLY CONNECTING

70%

Smartphone penetration will hit

THIS YEAR

Source: GfK Trends in Digitale Media’ van Intomart GfK. Telecom Paper October 2012

Shift from Desktop to M O B I L E F I R S T

Image: via Flickr: by Thesilein

SO WHAT?

Consumers expect I N F O R M A T I O N Anywhere, anytime

64%

prior to making a purchase R E S E A R C H O N L I N E

Image: via Flickr by TGKW, Source: Consumenten Barometer, 2012

45%

conduct research on mobile I N S T O R E

Image: via Flickr by TGKW, Source: Cisco, January 2012

Consumers expect I N F O R M A T I O N Anywhere, anytime

17%

after checking with smartphone C H A N G E D T H E I R M I N D

Consumers expect I N F O R M A T I O N Anywhere, anytime

Image: via Flickr by TGKW, Source: Cisco, January 2012

The train has left already

T O M O R R O W is already happening

T O M O R R O W is already happening

Connected ACROSS SCREENS

Context usually drives S C R E E N C H O I C E

On the go Ease Focused/longer activities

Sequential cross-screening is C O M M O N P L A C E

90%

MOVE BETWEEN DEVICES to complete a task online

Source:  The  New  Mul3-­‐screen  World:  Understanding  Cross-­‐PlaSorm  Consumer  Behaviour,  Google/Ipsos,  Sept  2012  

67% MOVE BETWEEN DEVICES

when shopping online

Consumers now take a C R O S S – S C R E E N path to purchase

Source:  The  New  Mul3-­‐screen  World:  Understanding  Cross-­‐PlaSorm  Consumer  Behaviour,  Google/Ipsos,  Sept  2012  

Search is the critical C O N N E C T O R between screens

The rise of online VIDEO

How many Gangnam Style views were CARRIED OUT ON MOBILE?

30%

90%

15%

Online video is key to R E S E A R C H I N G Potential purchases

Be  a  customer,  think  about  their  research  and  buying  process,  and  make  it  a  

seamless  experience,  on  all  devices  at  all  3mes  

Dutch Retailer Cases

Prominent  using  Street  View  on  Google  Maps    

TuinFlora.com using Google Shopping

About TuinFlora.com Family owned business in export of flower bulbs, seeds, and plants. They have been exporting since 1900 to the US and the UK. Today almost all of Europe and the US.

Marketing Goal:

•  Increase online sales

•  Expand internationally Solution: •  Launched 5 PLA campaigns (export)

Tactics: •  Launch PLA in NL & export markets

•  Optimize campaigns

Results: •  40% QoQ increase in overall conversions •  20% QoQ decrease in CPA •  40% QoQ growth in spend

In our sector images have a higher impact than usual,

therefore we pay our photographer per conversion to keep

getting the best material.

- Melvin Jansen

Be  a  customer,  think  about  their  research  and  buying  process,  and  make  it  a  

seamless  experience,  on  all  devices  at  all  3mes  

The essentials

G O O G L E

Image: via Flickr: by beeboh☆ | @Bothaynaa

•  www.google.com/trends •  www.thinkwithgoogle.com •  www.consumerbarometer.com •  www.google.com/intl/nl/adwords/

globaladvertiser/marketfinder.html sabinev@google.com