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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:
3 Google confidential 3 Google confidential
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
4 Google confidential 4 Google confidential
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?
5 Google confidential 5 Google confidential
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
6 Google confidential 6 Google confidential
Search
Display Video
An Integrated Online Experience
Mobile ✔ Desktop ✔
7 Google confidential 7 Google confidential
Search
The consumer Starts with a Search
Desktop ✔
8 Google confidential 8 Google confidential
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%
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9
Understanding SEO vs. SEM
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Fighting hard for the shelf space offline
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What does shelf space look like online?
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Search
Display
Targeted Display
Desktop ✔
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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
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What does shelf space look like online?
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Billion daily views
nd largest search engine on the planet
Hours uploaded every minute
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Search
Display Video
Social - YouTube
Desktop ✔
18 Google confidential 18 Google confidential
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
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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
26 Google confidential 26 Google confidential
Search
Display Video
Mobile is Booming
Mobile ✔ Desktop ✔
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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
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Mobile Internet Users will exceed desktop
global mobile vs. desktop internet population, 2007-2015
Global Internet Users (MM)
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Expanding Online Time
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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
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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
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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
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Traditional Media Works - Integrated
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24/7 Always open Stores
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E-Commerce shifting to Mobile
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Offers Going Mobile
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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
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Search
YouTube Display
Google+ = More Social
Mobile ✔ Desktop ✔
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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
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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
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Built for Business
Social in YOUR Business
pages
hangouts
circles
analytics
search
+1 button
social
extensions g+ icon
ripples
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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
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Search
Display Video
Complete Integrate Marketing online
Mobile ✔ Desktop ✔
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Thank you! Please follow me
gplus.to/BrettStClair #gsouthafrica