brett st claire google the next big thing now

1 Google confidential

The Next Big Thing Now Brett St Clair, Head of New Products and Solutions Google South Africa

January, 2012

2 Google confidential 2 Google confidential

2nd moment of truth:

(SMOT)

1st moment of truth

(FMOT) stimulus

Historical path-to-purchase model:


SMOT FMOT stimulus zero moment

of truth:

which effects

ZMOT

New path-to-purchase model:

Pre-shopping | In-store | In-home

Media At shelf In-store

Experience


Shoppers demonstrate almost two distinct purchase cycles The spontaneous purchase decision happening in a matter of an hour or two and the more considered decision occurring 1-3 days before purchase

Length of Purchase Cycle

0% 0% 0% 1% 2% 1% 4%

7% 7%

18% 18%

2% 2% 4% 10% 11%

13%

More

than a

ye

ar

befo

re

7-1

2 m

onth

s

befo

re

4-6

month

s

befo

re

2-3

month

s

befo

re

A m

onth

befo

re

3 w

eeks

befo

re

2 w

eeks

befo

re

A w

eek

befo

re

4-6

days

befo

re

2-3

days

befo

re

One d

ay

befo

re

9-1

2 h

ours

befo

re

5-8

hours

befo

re

3-4

hours

befo

re

1-2

hours

befo

re

Within

the

hour

of

my

purc

hase

A f

ew

m

om

ents

befo

re I …

36% 34%

Source: Google/Shopper Sciences, Zero Moment of Truth Study – Beauty/Personal Care, Apr 2011, Base N=500

Q: In TOTAL, how long were you thinking about your most recent purchase before you actually completed the

transaction?


the zero moment of truth

Digital Shelf

the first moment of truth

Physical Shelf

Before consumers pick up a flyer by the carts or a product off the shelves


Search

Display Video

An Integrated Online Experience

Mobile ✔ Desktop ✔


Search

The consumer Starts with a Search

Desktop ✔


Consumer Behavior Online in South Africa

8

Question: Thinking about times when you have used search engines to help you do your research for products or services, to what extent do you agree or disagree with the

following statements:

Source: Q8 / Consumer Commerce Barometer / TNS Infratest, Fieldwork April 6-April 25, 2010 / base: n = 2,022

Top 2 on a 5 point scale=strongly agree, agree

Find websites via a search

engine

Believe search engines quickly help them find

products they are looking to buy

Expect leading brands to be on top of the search results page

Think information about a particular

company or service in an offline channel

has driven them to search for information

online

70%

60%

52%

47%


9

Understanding SEO vs. SEM


Fighting hard for the shelf space offline


What does shelf space look like online?


Search

Display

Targeted Display

Desktop ✔


Display Networks Text Ads

Display Ads

Video Ads

Holidays to South Africa Plan your Dream trip Online. Dream South Africa, Book Now www.SouthAfrica.co.za


What does shelf space look like online?


Billion daily views

nd largest search engine on the planet

Hours uploaded every minute


Search

Display Video

Social - YouTube

Desktop ✔


Non-advertise - Linear YouTube Homepage advertised - Bump

Source: Millward Brown Viral Study, Aug 2010

This analysis has undergone peer review and full results have been published in the International Journal of Advertising


YouTube Shelf Space

Promoted Videos Ads Advertisers bid on these positions

Organic “Natural” Search Results Cost free; results are based on YouTube ranking algorithm of relevance to search query


Search

Display Video

Mobile is Booming



A Better Computer

has eyes & can see

you

camera

has ears & listens to

you

microphone

has skin & can feel you

touch screen

has a voice & speaks to

you

speaker


Mobile Internet Users will exceed desktop

global mobile vs. desktop internet population, 2007-2015

Global Internet Users (MM)


Expanding Online Time

30 Google confidential

Source: Priceline Sept. 2010

Mobile is immediate

82% booked within a day of

arrival, vs. 45% on desktop

58% were within 30 km’s of their hotel


1 in 3 mobile

searches are local

61% Call 59% Visit

source: The Mobile Movement Study, Google/Ipsos OTXMediaCT, April

2011; OTX MediaCT Survey, Q4 2010

Connecting you with your neighborhood


Mobile is Transforming Everyday Shopping Behaviour

28% Intentionally carry a

Smartphone when

shopping to compare

prices and for information

26% Have changed their mind

about purchasing a

product or service in store

as a result of information

gathered on their

Smartphone

Source: www.ourmobileplanet.com


Traditional Media Works - Integrated


24/7 Always open Stores


E-Commerce shifting to Mobile


Offers Going Mobile


Trying Data and Payments through Wallet

PAY SAVE SECURE

tap to pay and redeem offer at POS

store Google Offers and loyalty cards

PIN entry required before each use


Search

YouTube Display

Google+ = More Social



Off to a great start… In the few months that Google + has been launched, it has taken social networking to another level

90M people joined

3.7B photos uploaded

1M sites added the +1 button

5B +1 impressions/day


Google+ : + real life sharing, rethought for the web In the real world, people interact with businesses every day.

Google+ brings those rich relationships online.

circles hangouts

share what matters

with the people who

matter most

inspire your customers to

recommend new ones

say hello,

face-to-face-to-face

start real

conversations

mobile

share what’s

around when you’re

on the go


Built for Business

Social in YOUR Business

pages

hangouts

circles

analytics

search

+1 button

social

extensions g+ icon

ripples


Your +1’s will reach not only the 40 million users of Google+, but the

billion people who come to Google everyday

social web

sites

display

video

mobile

search

G+ Page


Search

Display Video

Complete Integrate Marketing online



Thank you! Please follow me

gplus.to/BrettStClair #gsouthafrica

brett st claire google the next big thing now

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