180fusion and Google Seminar - The Future of Search

Google Confidential and Proprietary

2014 Year in Search

http://www.youtube.com/watch?v=DVwHCGAr_OE


WELCOME

1. 180Fusion Backpack2. Google Gym Bag

DROP YOUR BUSINESS CARD TO WIN A PRIZE


Bo Pulito Strategic Partner Manager, Google

● 6+ Years Ad Tech Experience● Focus on emerging business

platforms and products● Advisor and Consultant to Venture

and Ad Technology companies● MBA, UCLA Anderson


Scott CohenCEO, 180Fusion

• 17+ years in software and internet sector• 180fusion awarded Inc 500 fastest growing private

companies & Top 20 Best Places to Work• Contributor to Wired, Tech.com,Social Media Today,

Search Engine Journal• Guest Lecturer at USC Marshall School of Business,

Georgetown, and UofA• Board of Directors of Non Profits & Privately Held

Tech companies• Previous Software Company acquired by IBM


Talking Points

❏ Technology

❏ Consumer Behavior

❏ Marketing


Tech Trends - CES

http://www.youtube.com/watch?v=Q8RkAytiT2E


Technology Trends

❏ Internet of Things (IoT)

❏ Mobile

❏ Personalization


IoT: Hyperconnectivity



Mobile: The Central Internet Hub


Mobile searches have surpassed Desktop

Source: ComScore Data

2014

2011 2012 2013 2014 2015 2016

50% OF DEMANDFROM MOBILE USERS


Google nowPersonalization: The Internet of “Me”


Marketing Theory

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


# of

use

rs (m

illio

ns)

years

RadioTVInternetiPhone

Source: hannemyr.com/essay/diff.html macworld.com

Tablets

Unprecedented Device Adoption Rates


Path to purchase resembles a web


Model Updated: The 4-Moment Mental Model

First Moment of Truth

Second Moment of Truth

Stimulus

Which becomes the next person’s ZMOT


Marketing in Practice

❏ IoT

❏ Mobile

❏ Personalization


Marketing in Practice

❏ IoT

❏ Mobile

❏ Personalization

Think Multi-screen

Think Local

Think Highly Targeted


Think Multi-screen


Video Impacts Search


Video is Powerful

http://www.youtube.com/watch?v=5ZD4a3qDNlk


Think Local


51%in-store

56%of searches have local intent

on the go

Base: n=293 on the go smartphone searches and n=95 in-store smartphone searches. Google/Purchased Diary Q1. Where were you when you conducted the search?; Q2. Was this a local search?

1 in 3 mobile searches have local intent


Appear on local searches on Google with Google My Business

Get your local store info online

Location Extensions allow customers to instantly get directions to your business or make a call directly from your ad.


Think Highly Targeted


There’s a simple way to think about this


Always there


Across the whole web


On both paid and organic search

sparkplugdigital.com 2013


Land Rover Case Study

http://www.youtube.com/watch?v=55wYlikpoV4


Midnight 3am 6am 9am 12pm 3pm 6pm 9pm

On all devices, at all times of day

Google internal, 2013AT&T Nielsen, Clickstream Study, 2010

of online shoppingtakes place between 8pm and midnight

19%


Consideration

Awareness

Purchase

of conversions occur on a non- branded keyword

33%

At every stage of the funnel


Always relevant


Relevant to intent


Relevant to device



Google Confidential and ProprietaryGoogle Confidential and Proprietary

Relevant to time of day


Relevant to content


Re-engage with visitors who’ve shown an interest in your products or services

of people who visit a website leave without completing the actions marketers want them to take

96%

of people abandon their shopping cart without completing a purchase

70%Your Ad

Your SiteX- Relevant to behavior


Relevant to behavior

The Flow of Remarketing


450%

Dynamic remarketing

can boost CTRs by

Google internal, 2013

Relevant to behavior


180Fusion and Google helps you complete the picture

Increase Sales Lower CPAs

Increase ProfitsIncrease Customer Lifetime Value

Holistic View of Marketing Strategy

Your Company Here!

Google Confidential and ProprietaryPhD Ventures, 2014

Digital Opportunity is HUGE and GROWING


Blake JohnsonManaging Partner, IMCA Capital/Prime Companies

• Responsible for leading and managing the operations and direction for B2B and B2C divisions of the company

• Supports thousands of businesses in providing financing products

• Grew the consumer division to scale with hundreds of thousands of clients over last 5 years.

• Previously grew CapNet Inc. to over $80M as one of the fastest growing financial services firms in LA


• Where we started

• What was needed

• What we did

• How it turned out

• Plans for the future


180Fusion partnership has historically…

Increased Account Performance

Increased Customer Satisfaction

Decreased Advertiser Churn

Enhanced Google Customer Service

Expanded Advertising Product Mix


Search

Video

Mobile

Offers

Local

SiteDisplay

300 x 250

How to Manage Effectively at Scale?

Social

Google Confidential and Proprietary Google confidential

Jump in!



1. Nexus Tablet from Google 2. $500 from 180Fusion towards

Adwords PPC management

PRIZE DRAWING

180fusion and Google Seminar - The Future of Search

Technology

Transcript of 180fusion and Google Seminar - The Future of Search