be like the internet
DESCRIPTION
Hanne Tuomisto-Inch, Head of B2B at Google presented this at 2012's Another Marketing Conference (www.another.uk.com)TRANSCRIPT
Google Confidential and Proprietary 1
Be like the internet
Google Confidential and Proprietary 2
the internet is becoming…
Google Confidential and Proprietary 3
the internet is becoming…
More humanized
More mobile, natural to interact with, and socially aware
Bigger, faster
Adding people, data, and computing power at an
accelerating pace
More seamless
Dissolving boundaries between people and
information, across space and time
Google Confidential and Proprietary 4
…more seamless
Google Confidential and Proprietary
Project Glass
5
Google Confidential and Proprietary 6
…bigger, faster
Google Confidential and Proprietary 7
…more humanized
speaker voice skin location ears eyes
screen gps chip microphone camera
Google Confidential and Proprietary
supporting people’s goals
Google Confidential and Proprietary 9
the greater search
Google Confidential and Proprietary 10
to succeed, be like the internet
Focus on the human
by personalizing your message, nurturing the purchase process,
and listening to users
Go bigger, faster
by tapping into technology that works together, across
your business needs
Transcend boundaries
between online/offline, divisions of your company,
and devices people use
Google Confidential and Proprietary 11
transcend boundaries
Google Confidential and Proprietary 12
37% of large b2b advertisers* have a mobile optimized website
Building Materials & Supplies
Office Supplies Business formation
+18% +16% +12% Enterprise
Technology
+10%
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
20%
0
0.5
1
1.5
2
2.5
Jan-‐11 Jan-‐12
Business Formation
Desktop queries
Mobile/Tablet queries
Mobile % of all
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
20%
0
0.2
0.4
0.6
0.8
1
1.2
1.4
1.6
1.8
Jan-‐11 Jan-‐12
Office Supplies
Desktop queries
Mobile/Tablet queries
Mobile % of all
0%
5%
10%
15%
20%
25%
30%
0
0.5
1
1.5
2
2.5
Jan-‐11 Jan-‐12
Building Materials
Desktop queries
Mobile/Tablet queries
Mobile % of all
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
20%
0
0.2
0.4
0.6
0.8
1
1.2
1.4
1.6
1.8
Jan-‐11 Jan-‐12
Desktop queries
Mobile/Tablet queries
Mobile % of all
expand by adding channels
Google Confidential and Proprietary 13
HowToGetMo.com
Google Confidential and Proprietary
expand by adding markets
14
Google Confidential and Proprietary 15
go bigger, faster
Google Confidential and Proprietary
Drivers within Digital
Source: Google Analytics
understand drivers for enquiries
16 Source: ABN AMRO Oct 2010
Policies through AdWords (Online and Offline)
Online Driving Offline
Google Confidential and Proprietary 17
measure business impact
Source: Avinash Kaushik
Google Confidential and Proprietary 18
line of sight model
Source: Avinash Kaushik
Google Confidential and Proprietary
19 Google confidential
Source: Avinash Kaushik
use your levers to drive results
Google Confidential and Proprietary
Experiment and fail fast
20
Google Confidential and Proprietary 21
focus on the human
Source: Google & OX, “B2B Procurement Study”
Google Confidential and Proprietary 22
add value – get into consideration set
Google Confidential and Proprietary 23
maximise video to drive demand
“Of the different marketing tactics we use to reach prospects and customers, YouTube has emerged as particularly important. It allows us to deliver a clear and concise message in a format that’s engaging and easy for people to share”.
7,500 YouTube video views
46 Hyper-Efficient Sales Reps on the phone
Jamie Grenney Sr. Director of Social Media Salesforce.com
Google Confidential and Proprietary 24
great content can come from anywhere
Google Confidential and Proprietary
create unique experiences
25
Google Confidential and Proprietary
create unique experiences
26
Google Confidential and Proprietary 27
surface recommendations when they matter
1 in 4 search results for the World’s Top 20 largest
brands are links to user-generated content
60% of B2B buyers say word of mouth from peers influences their
decisions
In 2011, the average U.S. shopper consulted 10.4 sources prior to purchase, 2x as many as the year before
The world is changing…
Google Confidential and Proprietary
personalise your messages
28
Google Confidential and Proprietary 29
Surface recommendations when they matter
5-10% avg. search ad CTR uplift
Google Confidential and Proprietary 30
web is a focus group of the world
Google Confidential and Proprietary 31
Brand 1 Brand 2 Brand 3 Brand 4 Brand 5 Brand 6 Brand 7 Brand 8
Your brand
Comp 1 Your
brand
Comp 2
3
4
5
6
7
it will drive new insights
Google Confidential and Proprietary 32
be like the internet
Focus on the human
by personalizing your message, nurturing the purchase process,
and listening to users
Go bigger, faster
by tapping into technology that works together, across
your business needs
Transcend boundaries
between online/offline, divisions of your company,
and devices people use
Google Confidential and Proprietary 33
greater searches, greater goals
Google Confidential and Proprietary 34
thank you
[email protected] Twitter: @tuomisto G+ tuomistoinch