Embed Size (px)
Citation preview
Relevans i reklame og kommunikasjon
Oddgeir GarnesIndustry Leader, Google Norge
Proprietary + Confidential
“Organize the world’s information and make it universally accessible and useful ”
Larry Page & Sergey Brin
z
Confidential + Proprietary
Google i 1998
Proprietary + Confidential
Did you mean? AutocompleteSynonyms Universal Search Google Instant Knowledge Graph
IntelligenceFeaturesVoice
Search onDesktop
Google NowGoogle Now
VoiceSearchVoiceSearch
Evolusjon søk
14
16
z
?
Universelt søk
Proprietary + Confidential
Did you mean? AutocompleteSynonyms Universal Search Google Instant Knowledge Graph
IntelligenceFeaturesVoice
Search onDesktop
Google NowGoogle Now
VoiceSearchVoiceSearch
Evolusjon søk
14
16
z
?
Proprietary + Confidential
Kunnskapsgraf (2012)
Proprietary + Confidential
“The perfect search engine should understand exactly what you mean and give you back exactly what you need.”
Larry Page
z
Confidential + Proprietary
Google i dag..
10
1998 2000 2002 2004 2006 2008 2010 2012 2014 2016
INNOVATION AT GOOGLE
Confidential & Proprietary
Vinn Øyeblikkene Som teller
Jeg-vil-vite
Jeg-vil-finne
Jeg-vil-kjøpe
Jeg-vil-se
Kundeøyeblikk som gir relevante signaler
8:00amJeg -vil-vite
Finner bedre svaren billion ganger i året
12:00pmJeg-vil-finne
8:00pmJeg-vil-se
5:00pmJeg-vil-kjøpe
Finner bedre svar Til deres markeds-utfordringer
Signaler gjør gårsdagens ønskeliste til dagens realitetJeg vil snakke med mennesker som kan bli mine kunder...
Hvem er I markedet for mine produkt
eller tjenester?
Hvem har Valgt å
interagere med merkevaren min?
Hvem ligner mine
eksisterende kunder?
Query Location Time Site activity Audience
Intensjon Sterke kontekstuelle signaler Ditt riktige publikum.
“Renault Cliofor Sale”
Rue LedionParis 14 10:30am
Android phone
Visited my “closest dealer” page
Researched safest cars
Device & OS
Vinn øyeblikkene som teller: Fra massekommunikasjon til masse-segmentering
Confidential & Proprietary
Eksempler på relevante kundeopplevelser
Proprietary + Confidential
Confidential + Proprietary
Forstå kunden sine behov
Anticipating Needs
App already knows you are
not in a crowd .
ServicesChoose your
essentials for the best experience
PriceChoose what best fits
your pocket
App PreferencesOnce defined your preferences and payment, you never have to fill this in again, and the app learns with your behavior
UXused Tinder and Uber as references to create the best experience to their user.
UrgencyAlready knows you are
looking for what is close. Smart suggestions.
Swipe ThruOnly shows one hotel
at a time, imitating other apps and their
own consumer behavior.
Heat MapReady to Book button is
in every screen and in the best place to get
more clicks.
Amazon-like uses the same service
as Amazon to recommend other
hotels.
RESULTS
2011 2012
Dollars in booking via mobile
bi 3 bi 8 bi
2013
15 bi
2014
1
Source: Digital Trends 2015
Dollars in booking via mobile
Dollars in booking via mobile
Dollars in booking via mobile
Proprietary + Confidential
Consumer clicks on an adSigned-in and Opted-in to location history
Then, visits your storeWithin a defined period of time
Store visit reported Aggregated &
anonymized data
Store Visits
Google store visits - Test i Norge nå.
BRUK DATAtil å forstå dine forbrukere bedre enn de gjør selv
35% av kjøpene på Amazon er basert på
anbefalinger fra Amazon
AMAZON: kjenner deg bedre enn deg selv...
Source: IMRG-CapGemini eRetail Sales Index, 2014 BRC-KPMG Online Retail Sales Monitor, 2014
Hvem vet mest om kunden?
