Google Travel - TravelNext Congres 2012
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Transcript of Google Travel - TravelNext Congres 2012
Google Confidential and Proprietary 1Google Confidential and Proprietary 1
Making the web work for youTrends from the online world
James van ThielIndustry LeaderGoogle Travel Nederland
Google Confidential and Proprietary 3Google Confidential and Proprietary 3http://www.youtube.com/watch?v=cdgQpa1pUUE
Google Confidential and Proprietary 4Google Confidential and Proprietary 4
The pace of change is increasing
4
Fixed becoming mobile
Everything and everyone becoming connected E-commerce becoming
commerce
2bn becoming 5bn
Google Confidential and Proprietary 5Google Confidential and Proprietary 5
Three trends to take under the loop today
The multiscreen world
Social & LocalNew marketing era
Google Confidential and Proprietary 6Google Confidential and Proprietary 6
Consumers want more information, faster
Google Confidential and Proprietary 7Google Confidential and Proprietary 7
Google Shopping directly shows the consumer products in a visually attractive way
Google Confidential and Proprietary 8Google Confidential and Proprietary 8
The knowledge graph provides instant information on places and persons
Google Confidential and Proprietary 9Google Confidential and Proprietary 9
Google offers consumers Hotelfinder and Flightsearch to facilitate search in Travel
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In the increasingly complex purchase funnel it is key to understand your customer
Source: Thomas Cook consumer journey study
83 days prior to purchasing a Travel Product DAY
1
DAY 36
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PREDICTIVE ERAConsumer Intent
VALUE LEVERS
PRODUCT ERAAdwords Interface
SCIENCE LEVERS
. .
CONSUMER ERAConsumer journey
VALUE LEVERS
Google Confidential and Proprietary 12Google Confidential and Proprietary 12
Use available data to understand your customers
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Interpret and visualize your own data to help in decision making process
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Three trends to take under the loop today
The multiscreen world
Social & LocalNew marketing era
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television
computer
phone
online video
tablet
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Mobile search volume in Travel category increased from 4% in 2011 to 21% in October 2012
Note: 2012 data until OctoberSource: Google internal data; Travel & Tourism category
100%
20%
15%
10%
5%
0%
10/1/2012
1/1/2012
1/1/2011
MobileDesktop
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The device we choose to use at a particular time is often driven by our context:
The goal we want
to accomplish
The amount of time we
have or need Our attitude and state of
mind
Our location
11
Context drives device choice Today consumers own multiple devices and move seamlessly between them throughout the day
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Sequential Usage
Moving from one device to another at
different times to accomplish a task
Simultaneous UsageUsing more than one device at the same time
for either a related or an unrelated activity
Multi-tasking - Unrelated activity
Complementary Usage - Related activity
17
There are two modes of multi-screening
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Sequential usage of desktop and mobile with Google Chrome to Phone
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People search and buy on different devices
Smartphone
UK consumers who researched product via smartphone and purchased it online via computer afterwards
Desktop / tablet
Source : http://www.ourmobileplanet.com
39 %
Such search clicks are not
tracked through to conversion
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Three trends to take under the loop today
The multiscreen world
Social & LocalNew marketing era
Google Confidential and Proprietary 22Google Confidential and Proprietary 22
The social party is getting bigger and bigger
72
hours of video is uploaded to YouTube every minuteInternal YouTube data 2012 Internal YouTube data 2011
200 million the average number of Tweets people sent per day
Twitter blog June 2011
300 million photos uploaded to Facebook per day
Facebook Newsroom (March 2012)
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And, it’s getting shorter 56% of DVR owners fast forward through commercials
Nielsen 2010
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Payoff for connecting has never been greater
77% of brand contentis created by consumers
360i 2009
90% trust recommendations from people they know
Nielsen 2009
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Social is a core human behavior, not a destination.
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What we’ve heard…
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Messages are impersonal
Comments are not conversations
Recommendations lack staying power
Marketing is fragmented
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How do you cut through and truly connect?
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aBuild relationships with the
world’s largest audience.
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Search
Video Mobile
Offers Local SiteDisplay
Google+ as a common thread, not another channel
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What if you could share the
right content with the
right people?
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How was your trip?
My mom The guys My boss
Internal Google Data 2011
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Elderly travellers
2860
Engage with your customers in a targeted way
Adventure
travellers
4268
Google Confidential and Proprietary 35Google Confidential and Proprietary 35Problem: Comments are not conversations
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What if you could have
real conversations with your customers?
Google Confidential and Proprietary 37Google Confidential and Proprietary 37
Have real conversations with your target audience
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Problem:
Recommendations lack staying power
Problem: Recommendations lack staying power
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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
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What if we surfaced recommendations
when they mattered most?
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Integrate the benefits of social into Google Search
Hotel Amsterdam| HolidayInn.comwww.holidayinn.com/AmsterdamBook your Hotel in Amsterdam! Best Price Guaranteed.
Sandra Robles, Kari Clark, Daniel Friedman and 31 other people +1’d this
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Google Now gets you just the right information at just the right time
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in the past few thousand years, the way we pay has changed just three times – from coins, to paper, to plastic cards.
now we’re on the brink of the next big shift…
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59% of consumers used their mobiles for holiday shopping last year
70% use a smartphone while shopping in-store
Mobile is already an everyday part of the shopping experience for consumers
Sources. Google/Ipsos OTX MediaCT Holiday Shopping Survey, April 2011
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Google’s vision is to help consumers at the key shopping touch points
save: offers and offer ads
locate: maps & local ads
loyalty: Google wallet
pay: Google wallet
research: search
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The mobile era is NOW, who knows what the future will bring…
Google Confidential and Proprietary 47Google Confidential and Proprietary 47http://www.youtube.com/watch?v=F_DsUl_vqvo
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How you can make the web work for you
Make betterdecisions
Be where your customers are
Simplify with technology
and test