Making the Web work for you Ian Morgan, Industry Leader, Google UK May 2012
May 25, 2015
Making the Web work for you
Ian Morgan, Industry Leader, Google UK May 2012
The UK is leading the world online
60% driven by
consump3on
7.2% of GDP
Online Sales
11% of total
Online
27% of total UK ad market
Internet
economy worth £100bn
The Traditional Mental Model of Marketing
Stimulus
3
Second Moment of Truth
First Moment of Truth
Introducing…….
…the moment a consumer grabs their laptop, smartphone or tablet device to learn about something they are thinking about trying or buying.
ADVERTISING PURCHASE
6
Consumers are hyper-informed
18
12
10
7
Online sources considered before making purchase
90% of European internet users go online to search for products & services
4 trends that will define future
Mo So Lo Co Social Mobile Local Commerce
50% of Google Maps usage is on mobile
40% of tweets are sent from a mobile device
Mobile enables new kinds of interac3ons
7
74% used mobile in shopping process
The future is Cloud-based The future is Mobile
9 Google confidential
0
5
10
15
20
25
30
35
40
45
50
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38
adoption of digital devices only continues to accelerate
Unprecedented adoption rates #
of u
sers
(000
)
years
Radio TV Internet
iPhone
Source: hannemyr.com/essay/diff.html 2000, macworld.com, 2010
tablets
Mobile will surpass desktop soon
Source: Morgan Stanley Research, April 2010
0
400
800
1200
1600
2000
2007 2008 2009 2010 2011 2012 2013 2014 2015
Mobile Internet Users Desktop Internet Users
Global Mobile vs. Desktop Internet Population, 2007-2015
Global Internet Users (MM)
5B people own a mobile device worldwide
Source: comScore, Pew 2012, Google 2012.
1B people will use mobile as their primary internet connection
Google confidential
UK
45%
UK
38%
FR 23%
DE
17%
JP
38%
US
44%
ES
30%
UK
27%
FR 18%
DE
6%
JP
31%
US
33%
ES
Phase 1 (Jan+Feb 2011) Phase 2 (Sept+Oct 2011)
Smartphone Ownership is on the Rise
24% vs 45% UK Smartphone penetra3on 2010 to 2012
14m vs 22m UK mobile internet users 2010 to 2012
ComScore Mobile Media Metrix Feb 2012
50% start with a search of mobile internet users
+223% YoY for top 1000 commercial queries via mobile
Companies are lagging behind users!
44
Q. Does your company have a mobile optimized website? Mobile optimized means a website that is formatted or developed specifically to be used on a mobile device
33%
17%
12%
37%
43%
Base: Advertisers (US: 200; UK: 200, FR: 200; DE: 200; JP:200).
16
So - Choice & sharing are accelerating
− 845m monthly active users − 2.7b likes/comments a day − 250m photos uploaded/day
− 250m monthly active users − 500m users signed up − 340m tweets sent/day
− 1 trillion views in 2011 − 1 hour uploaded/second − 3 billion hrs watched Each month
Recommendations Influence Purchases
71% Say reviews from family members or friends influence
purchase decisions
84% Use online sources when deciding what
to buy
Harris Interactive 2010 Google research study 2011
What if we surfaced recommendations when they mattered most?
So - +1 Button Stand out on Google search with recommendations when you need them
Social Annotations result in ~5-10% increase in CTR!
YouTube Super Charges Social
40% of mobile web
searches are local
Over 50% of global Google Maps usage is
Mobile
Lo - location is everything
After looking up a local business on their
smart phone, 61% of users called the
business and 59% visited.
21
600% growth in mobile sales since
June 2010
10% of all bets made come
through mobile
One Third of UK shoppers engaged in m-
commerce during Christmas
Co – direct purchase on mobile
22
Co - Think like a retailer
23
Website Optimizer A/B & Multivariate tests Measure and iterate
24
Co - Ecommerce becoming commerce
Direct Cube Delhaize Supermarket, Brussels Central Station
Tesco’s Home Plus, Underground Station South Korea
Google Wallet – Tap and Pay
Google Wallet – Coupon Redemption
Co - Mobile is Transforming Everyday Shopping Behaviour
24% Intentionally carry a Smartphone when
shopping to compare prices and
for information
45% Of Smartphone owners use the phone in their
purchase process
21% Have changed their
mind about purchasing a product or service in store as a result of information
gathered on their Smartphone
Google confidential
Co - To win on the high street, retailers must be masters of multi-channel retailing
STORES
WEBSITES
MOBILE
TV
DIRECT MAIL
CALL CENTRES ONLINE
CHAT SOCIAL
AD NETWOR
KS
And ensure that they have one unified customer facing proposition across all channels L E
L E
S
P E
C
E
What is the effect of digital on offline sales?
28
Attributing sales directly to acquisition channel misses the cross channel effect of marketing spend.
Vodafone conducted an Online 2 Store test. Objec<ve: create a measurable difference in AdWords spend between test and control regions and determine the impact on instore sales.
What is the effect of digital on offline sales?
29
Measuring ROPO effect indicates that 60% of all financial product purchases are preceded by internet research
Deutsche Bank study measured the effect of search on offline sales. Data output based on GFK 20,000 household research FMP panel who report to GFK on financial product adop<on within test period.
Research shows online channel is of fundamental importance
Share of new contracts, by research and sales channel, (%)
49% 48.6% of financial product purchases in branch are preceded by online research for this product
11% Attributing only 10.8% of the sales that are driven by an ‘end to end’ online to the internet would heavily undervalue this channel in the channel mix
4.5x
For every sale completed end to end online, another 4.5 are made in store by people who have previously used the internet in their research process
Research online /
Purchase online 10.8%
Research online /
Purchase offline 48.6%
Research offline /
Purchase online 2.7%
Research offline /
Purchase offline 37.8%
ROPO Effect 48.6%
4 trends that will define future
Mo So Lo Co Social Mobile Local Commerce
50% of Google Maps usage is on mobile
40% of tweets are sent from a mobile device
Mobile enables new kinds of interac3ons
30
74% used mobile in shopping process
Mobile First
Ian Morgan, Industry Leader, Google UK May 2012
Thank You