aquent/ama webcast: the new moment of truth: how technology has influenced purchase decisions and...
DESCRIPTION
In this session, Catherine Roe of Google will discuss why the consumer's changing media and shopping habits necessitate the inclusion of a digital strategy in your integrated shopper marketing plans. Also, how best-in-class companies have leveraged strong manufacturer, retail and media integration to drive sales & retail partnerships. Google will also present a case study on how search & display advertising has been proven to drive sales and ROI for a CPG company.TRANSCRIPT
Google Confidential and Proprietary
The New Moment of Truth: How Technology Has Influenced Purchase
Decisions and How Savvy Marketers Can Capitalize
In this webcast Catherine Roe, Head of CPG, Google, will discuss why the consumer's changing media and shopping habits
necessitate the inclusion of a digital strategy in your integrated shopper marketing plans. Also, how best-in-class companies have leveraged strong manufacturer, retail and media integration to drive sales & retail partnerships. Google will also present a case study on how search & display advertising has been proven to drive sales and
ROI for a CPG company.
Google Confidential and Proprietary
Google Confidential and Proprietary 3
Gone Digital!
• AMA/Aquent Webcast
Catherine RoeHead of CPG, Google
January, 2011
3
Google Confidential and Proprietary
In 2010, Digital advertising investment surpassed
Print/Newspaper spending for the first time.
CMO Council report quoting the Outsell Group, $119.6 billion to $111.5 billion4
Google Confidential and Proprietary
A Week in the Life of a U.S. Hispanic
5
Weekly Media Consumption
52% Online14 hrs
37% TV10 hrs
7% Radio2 hrs
4% Newspapers1 hr
Source: JupiterResearch Economic Downturn Online Consumer Survey,
Most Marketers have not kept up with their consumers…
Gap between ad spend and media consumption
Google Confidential and Proprietary
A Week in the Life of a U.S. Hispanic
5% Online
6
US Ad InvestmentWeekly Media Consumption
19% Radio
63% TV
8% Newspapers
52% Online14 hrs
37% TV10 hrs
7% Radio2 hrs
4% Newspapers1 hr
Source: JupiterResearch Economic Downturn Online Consumer Survey,
Most Marketers have not kept up with their consumers…
Gap between ad spend and media consumption
Google Confidential and Proprietary
Marketing Priorities:
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ZMOT: Marketing influence shifts to “Between Stimulus & Store”
Google Confidential and Proprietary
Marketing Priorities:
8
ZMOT: Marketing influence shifts to “Between Stimulus & Store”
Localization: Digital targeting will be more locally focused
Google Confidential and Proprietary
Marketing Priorities:
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ZMOT: Marketing influence shifts to “Between Stimulus & Store”
Localization: Digital targeting will be more locally focused
Speed: The new Agility of a Digital world
Google Confidential and Proprietary
Marketing Priorities:
10
ZMOT: Marketing influence shifts to “Between Stimulus & Store”
Localization: Digital targeting will be more locally focused
ROI: Proving that digital marketing works!
Speed: The new Agility of a Digital world
Google Confidential and Proprietary
1. ZMOT
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Google Confidential and Proprietary
The Evolving Path to Purchase:
The Goals have not changed:
Grow Sales and Share
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But the Journey has changed dramatically
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But the Journey has changed dramatically
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But the Journey has changed dramatically
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But the Journey has changed dramatically
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Historical Path-to-Purchase Model:
Stimulus
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Historical Path-to-Purchase Model:
1st Moment of Truth
(FMOT)
Stimulus
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Historical Path-to-Purchase Model:
2nd Moment of Truth:
(SMOT)
1st Moment of Truth
(FMOT)
Stimulus
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NEW Path-to-Purchase Model:
SMOTFMOTStimulus
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NEW Path-to-Purchase Model:
SMOTFMOTStimulus Zero Moment of Truth:
Which Effects ZMOT
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81%
The New Path to Purchase
81% of shoppers conduct research before they shop, typically for an hour of more.
Source: GMA, Booz & Company, and SheSpeaks Shopper Marketing 3.0 Survey; n = 3,600 respondents
Google Confidential and Proprietary
Be On The List “Before The Store”
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• 76% of U.S. households prepare a written or digital grocery shopping list prior to shopping
Source: Survey of 3,600 shoppers for Shopper Marketing 3.0 study conducted Fall 2009 by Booz & Company In collaboration with Grocery Manufacturers Association
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Online Research has Changed the Game
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Online Research has Changed the Game
+288%Coupons
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+209%Recipes
Online Research has Changed the Game
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+209%Recipes
+149%Local Searches
Online Research has Changed the Game
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+188%Reviews
+288%Coupons
Online Research has Changed the Game
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+188%Reviews
+288%Coupons
+209%Recipes
Online Research has Changed the Game
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The Sheer Volume is Staggering
recipesweight losssoapshampoodeodorantmayonnaisepasta sauce
Annual Query Volume
153,200,000 54,540,000 26,970,000 15,820,000
3,569,000 1,475,500 1,292,000
Source: Google Keyword Tool, US only.
Google Confidential and Proprietary
“Search advertising is the
online world's equivalent of
trade promotion.”
Source: Advertising Age, Is Search the Online Equivalent of Trade Promotion?, http://adage.com/digitalnext/post.php?article_id=135261
Search is Integral Tool for Trade Marketing
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Online Research has Changed the Game
+188%Reviews
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Online Research has Changed the Game
+188%Reviews
+188%Reviews
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Good News for Shopper Marketers!
+20%
Source: MarketingVox : Search Affects CPG Brand Building, Offline & Online Sales.. http://www.marketingvox.com/study-search-vital-for-cpg-brand-building-and-both-offline-online-sales-033942 38
Google Confidential and Proprietary
2. Localization
Google Confidential and Proprietary
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*Marketer is responsible for translating ads into selected languages.
Region City Radius Set borders
Digital Enables Precision Targeting:
Google Confidential and Proprietary
It’s Called “Owning the Digital Shelf”
Google Confidential and Proprietary
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Leverage Virtual Endcaps
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Geo-Targeted Coupon Distribution
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3. Speed
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3. Speed
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Leverage Insights
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Leverage Insights
www.target.com/chex Try Gluten Free Chex cereal. Available at Target!
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And Execute!
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Concept was a huge success!
Google Confidential and Proprietary
McDonald’s Leverages ZMOT for new Smoothies
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Google Confidential and Proprietary
McDonald’s Leverages ZMOT for new Smoothies
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Google Confidential and Proprietary 59
Take advantage of
the Unexpected…good or
bad
Google Confidential and Proprietary
Amplify Assets Fast & Creatively
Google Confidential and Proprietary
Speed Beats Perfection!
Google Confidential and Proprietary
Miracle Whip faces Adversity
Google Confidential and Proprietary
Colbert Calls Out Miracle Whip
Google Confidential and Proprietary
Miracle Whip Immediately Responded
Google Confidential and Proprietary
Full page ads in top newspapers
3 TV spots on Colbert
Facebook Messaging
Search
YouTube
And then “Krafted” an Official Response As Well
Google Confidential and Proprietary
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3. ROI
Google Confidential and Proprietary
Green Giant Target Shopper Marketing Initiative
Google Confidential and Proprietary
Insight: Vegetable side dish queries
Google Confidential and Proprietary
A Search on “Frozen Veggies”
Google Confidential and Proprietary
A Search on “Easter Meal Ideas”
Google Confidential and Proprietary
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Partners and Participants
•
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Objectives • What is the offline impact of Google search and display campaign on the test brand?
• Can a geo-based targeting approach drive impact vs. a specific competitor?
• Which search text ad messages resonate best with consumers and are most effective at driving offline sales?
Study Objectives
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Match Market Methodology
Source: White-labeled Search and Display Match Market Study for Ready-To-Eat Cereal Advertiser, August 2010
Search Creative A plus Display
Control - DarkSearch Creative C plus
Display
Search Creative B plus Display
Google Confidential and Proprietary
Text Ads By Message:
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Health Claim
Product Message
Coupon Message
Google Confidential and Proprietary
Display Ads by Initiative
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Google Confidential and Proprietary
Results:
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Source: White-labeled Search and Display Match Market Study for Ready-To-Eat Cereal Advertiser, August 2010, Sales in volume.. Life versus control (dark – no search). All results significant at 90% or greater.
Sales Lift in Brand Only Campaign
Private LabelTest Brand
Google Confidential and Proprietary
Results:
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Source: White-labeled Search and Display Match Market Study for Ready-To-Eat Cereal Advertiser, August 2010, Sales in volume.. Life versus control (dark – no search). All results significant at 90% or greater.
Sales Lift in Product Only Campaign
Sales Lift in Brand Only Campaign
Private LabelTest Brand
Google Confidential and Proprietary
Results:
79
Source: White-labeled Search and Display Match Market Study for Ready-To-Eat Cereal Advertiser, August 2010, Sales in volume.. Life versus control (dark – no search). All results significant at 90% or greater.
Sales Lift in Product Only Campaign
Sales Lift in Coupon
Campaign
Sales Lift in Brand Only Campaign
Private LabelTest Brand
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• Search + Display are effective in driving offline sales & ROI
• A Geo-targeted strategy is effective at driving sales at a specific retailer & location
• Ads with Coupon Messaging resonate best with consumers and drive the strongest offline performance
Summary of Key Findings & Implications
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CPG - Retailer Trade Calendar1980 1993 1997 2000 2010
Digital Shopper Marketing
Category Mgt / Shopper Insights
Trade Promotions
National Consumer Support
Bottom Line......It’sTime to Re Think the Traditional Trade Calendar!
CPG - Retailer Trade Calendar1980 1993 1997 2000 2010
Digital Shopper Marketing
Category Mgt / Shopper Insights
Trade Promotions
National Consumer Support
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CPG - Retailer Trade Calendar1980 1993 1997 2000 2010
Digital Shopper Marketing
Customer Specific Marketing Funds
Category Mgt / Shopper Insights
Trade Promotions
National Consumer Support
It’sTime to Re Think the Trade Calendar!
CPG - Retailer Trade Calendar1980 1993 1997 2000 2010
Digital Shopper Marketing
Category Mgt / Shopper Insights
Trade Promotions
National Consumer Support
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CPG - Retailer Trade Calendar1980 1993 1997 2000 2010
Digital Shopper Marketing
Customer Specific Marketing Funds
Category Mgt / Shopper Insights
Trade Promotions
National Consumer Support
It’sTime to Re Think the Trade Calendar!
Google Confidential and Proprietary 84