Know the user, know the magic: Connect the two

28
Alice Mansergh Google

Transcript of Know the user, know the magic: Connect the two

Page 1: Know the user, know the magic: Connect the two

Alice ManserghGoogle

Page 2: Know the user, know the magic: Connect the two

I Know the user, know the magic Alice Mansergh, Director of Google Marketing Solutions 26-10-2016

Page 3: Know the user, know the magic: Connect the two
Page 4: Know the user, know the magic: Connect the two
Page 5: Know the user, know the magic: Connect the two

I What if people don’t care??

Page 6: Know the user, know the magic: Connect the two

I Understand what people DO care about!

Page 7: Know the user, know the magic: Connect the two
Page 8: Know the user, know the magic: Connect the two

60” films YouTube mastheads

30” demos YouTube TrueView

Display & Search GDN&Search

Awareness

Considera-on

Ac-on

I Create a journey for users online

Page 9: Know the user, know the magic: Connect the two
Page 10: Know the user, know the magic: Connect the two

I Let’s talk about YOUR users

Page 11: Know the user, know the magic: Connect the two

Mobile is an extension of who we are

Page 12: Know the user, know the magic: Connect the two

Every day, 3.4m people

get their hands on a new smartphone

Page 13: Know the user, know the magic: Connect the two
Page 14: Know the user, know the magic: Connect the two

We check our phones 160 times a day

And in Ireland

Page 15: Know the user, know the magic: Connect the two

Every decision is a journey

Page 16: Know the user, know the magic: Connect the two

Sight, sound and shopping

Page 17: Know the user, know the magic: Connect the two
Page 18: Know the user, know the magic: Connect the two
Page 19: Know the user, know the magic: Connect the two

Source: Why YouTube Stars Are More Influential Than Traditional Celebrities, Think with Google 2016

Page 20: Know the user, know the magic: Connect the two

Shopping ad conversion rates are

37% higher than for text-based ads.

Source:eMarketer,“ProductLis8ngAds:GoogleDivesintoComparisonShopping,”July2014

Page 21: Know the user, know the magic: Connect the two

Quest for the best

Page 22: Know the user, know the magic: Connect the two

+50% increase in mobile searches

containing the word best

Google/ Ipsos, Post Holiday Shopping Intentions Study - Total Shoppers Report", Base: US Holiday Shoppers, n=1,500, Jan 2016

Page 23: Know the user, know the magic: Connect the two

Black Friday searches

Growing +100% yoy in Ireland

Page 24: Know the user, know the magic: Connect the two

Let’s get ‘phygital’!

Page 25: Know the user, know the magic: Connect the two

Online & offline shopping as one,

With mobile searches in-store up 30%

Page 26: Know the user, know the magic: Connect the two
Page 27: Know the user, know the magic: Connect the two

Mobile is an extension of who we are

Every decision is a journey

Sight, sound, shopping

Quest for the best

Let’s get phygital

1 2 3 4 5

Page 28: Know the user, know the magic: Connect the two