#SDAMA#SDAMA

Content: Your Digital SalespersonKatie FellenzVice President, MarketingNextLeft

#SDAMA

Source: McKinsey&Company

#SDAMA

What about all of the moments before the trigger?

We’reMovingHouse

Values

PackingSuppliesIWant

aNewJob

HomesforSale

Whattoexpectwhen

you’reexpecting

MortgageCalculator

BestSchoolDistricts

SafestTownsinU.S.

JustMarried

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https://www.youtube.com/watch?v=cplXL-E1ioA&feature=youtu.be

#SDAMA

Be There Be Useful Be Relevant

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How is Google adapting?

#SDAMA

Creating New Result TypesGoogle continues to evolve in an effort to help provide users the best information, as

quickly as possible

Localized Results

Knowledge Cards Videos

Articles

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Localized Results: What’s Happening?

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HeatMap:Local3-Pack Local3-PackSearches

Localized Results: Why Does It Matter?

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Rich Snippets (Article Cards): What’s Happening?

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Knowledge Cards: What’s Happening?

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Knowledge Cards: Why Does It Matter?

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Video Results: What’s Happening?

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Video Results: Why Does It Matter?

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How can brands adapt?

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where have we been?

CURRENT CONTENT

Be There.

Be Useful.

Be Relevant.

The MOVING PROCESS

EarlyMovingResearch

MovingProcess&Education

Services&PriceResearch

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where have we been?

CURRENT CONTENT BE THERE

MoreGooglesearchestakeplaceonmobiledevices thanoncomputersin10countries,includingtheUSandJapan

90%ofSmartphoneuserssaythey’veusedtheirphonetomakeprogresstowardsalong-termgoalormulti-stepprocess

whileoutandabout

Consumersinteractwith7.1 touch-pointsonaveragethroughouttheirpurchasejourney

6/10internetusersstartshoppingononedeviceandfinishonadifferentdevice

What we know…

#SDAMA

“MovingTips”

8,100MSV

Mobile SERPs

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Mobile Experience

“MovingTips”

8,100MSV

#SDAMA

Mobile Experience

“MovingTips”

8,100MSV

#SDAMA

where have we been?

CURRENT CONTENT BE USEFUL

51%ofsmartphoneusershavepurchasedfromacompany/brand otherthantheonetheyintendedto

becausetheinformationprovidedwasuseful

What we know…

80%ofallqueriesthatGooglereceivesareinformationalqueries

48%ofSmartphoneusersaremorelikelytobuyfromcompanies

whosemobilesitesorappsprovide

instructionalvideocontent

#SDAMA

Get Ideas Look Up Info Make Decisions

B E U S E F U L

#SDAMA

Get Ideas Look Up Info Make Decisions

B E U S E F U L

#SDAMA

Get Ideas Look Up Info Make Decisions

B E U S E F U L

#SDAMA

where have we been?

CURRENT CONTENT BE RELEVANT 52%ofconsumerssaybrandmessagesfeelintrusive and

spammyifnotrelevant

78%ofconsumerssaidtheywantsomedegreeof

contentpersonalization

What we know…

#SDAMA

https://www.thinkwithgoogle.com/interviews/airbnb-uses-mobile-to-give-tourists-a-local-experience.html

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Thank You!katie.fellenz@nextleft.com