Building a Successful Digital Marketing Strategy (YP, Google)

Google Confidential and Proprietary

LSA 4/19/15

Google | Channel SalesYP | Marketing

YP & Google

Circle: Ben Tyson & Jeff Biesman

Google Confidential and Proprietary2015

Winning the Moments That Matter


Objectives

Introductions

Review concept of Zero Moment of Truth

Highlight key trends driving change in today’s consumer behavior

Understanding the digital challenge

The Solution

Q & A


Intro

BackgroundBen Tyson10 years in digital marketing

Joined Google in 2013 to focus on training for Strategic Partnerships for Small-Medium Business/Local Channel.

Jeff Biesman22 years of total marketing experience

Former President & CMO in small business ecommerce verticals. Joined YP in 2014 as Vice President of Marketing for the local business channel.

Background

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1952: Roger Bannister and the 4-Minute Mile

Google Confidential and Proprietary 5


Google’s vision of the SMB segment

BIA Kelsey & Google Internal Stats

•Google’s mission especially applicable to SMBs

•Millions of SMBs globally

•Serve SMBs through partners

•Partners provide breadth

• Industry expertise

• Specialized sales force

• SMB customer base

•Partners provide scale

• 700 partners around the world

• Thousands of sales people who sell Google

• Millions of SMB customers


Why are partners the way to go?

BIA Kelsey

Partners help SMBs for many reasons for lack of engagement, including confusion and lack of time.

What SMBs Want:

• Human interaction

• Simple ad product

• Clear value proposition for online fund shift

• Advertising solutions customers want

• Brand, quality, reach and results

• Experts in search and digital advertising solutions

• End to end solution covering all online marketing channels


how do you win today’s buyer?

Google Confidential and ProprietarySource: Google/Shopper Sciences, Zero Moment of Truth Macro Study, U.S., April 2014


St. Peter’s Square: 2005

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St. Peter’s Square: 2013

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Digital Position Matters

Source: comScore, US, CPG study, October 2007. Jupiter Research / Ipsos Insight Consumer Survey, n=2.103 (Search Engineusers US only), Jan 2014


Sequential screening is common & mostly completed within a day

Use multiple screens sequentially to accomplish a task over time

90%

98% move between devices that same day

Base: Total Respondents (1611). Q. How often do you start an activity (i.e. emailing, researching, or shopping) on one device, but continue it or finish doing it at a later time on a different device? Base: Have Started Activity on One Device & Continued on Another (1455). Q. On average, how much time passes between the time you begin an activity on one device and continue the activity on another device?


Call a business

56% 29% 15%

Make a purchase

54% 29% 17%

Less than 1 hour

1-5 hours

5+ hours

51% 29% 20%

Visit a store

Share information

Visit retailer website

Continue research

59% 24% 17%

59% 24% 17%

61% 24% 15%

Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Searches that have non-SERP click outcomes, n=1,372

Q: How long after the search on your mobile device did you start these activities?


How Do You Win at Point of Decision

According to Procter & Gamble, shoppers make up their minds about a product in 3-7 seconds, just the time it takes to note a product on a store shelf.

This time lapse is called (by P&G) the “First Moment of Truth," and it's considered the most important marketing opportunity for a brand.

— Wall Street Journal, 2005



The last 50+ years…

The Traditional 3-Step Mental Model of Marketing

Stimulus Second Moment of

Truth

First Moment of

Truth

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NOW: More Decisions Made Before Entering Store

Where Purchase Decisions Are Made (% of Buyers)

Source: SymphonyIRI, MarketPulse Survey Series Q1 2011-Q3 2012


Model Updated: The 4-Moment Mental Model

First Moment of Truth

Second Moment of Truth

Stimulus

Which becomes the next person’s ZMOT

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Volkswagen Commercial

Second Moment of

Truth

First Moment of

Truth

Which becomes the next person’s ZMOT


Stimulus Stimulus

FMOT

Source: Google/Shopper Sciences, Purchase Funnel Analysis, April 2014. N = 3,000

The New “Many Moments” Mental Model Looks More Like a Flight Map

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how do you win today’s buyer?


Ad Spend is Following Consumers Online

Source: eMarketer, March 2013; Share of Avg. Time Spent Per Day with Select Media by U.S. Adults vs. U.S. Ad Spending Share, 2014

43.6% DigitalGap between ad investments and media consumption

Untapped Audience

Consumers’ Media Consumption

Advertising Investments

25% Digital

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Search

Video

Mobile

Offers

Local

Site

Display300 x 250

How to Manage Effectively at Scale?

Social


What Do Our Partnerships Mean?

• Google-certified experts

• Ongoing training from Google

• Transparency

• Reporting audits

• Customer satisfaction surveys

• Access to newest and best from Google

• Market guidance

• When and where are people searching for your business?


Questions?


Thank You!



Download the FREE 2012 handout at

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