Google Partner Agency Digital Breakfast with Geary LSF
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The document outlines a conference agenda focused on innovation at Google and an omni-channel approach for marketers, emphasizing the importance of a consumer-centric strategy and the integration of various media. Key themes include adapting to digital trends, utilizing data for targeted marketing, and ensuring a consistent brand experience across all channels. The agenda features speakers discussing strategies to boost conversions and enhance engagement through advanced marketing techniques.
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Google Partner Agency Digital Breakfast with Geary LSF
- 2. Google Confidential and Proprietary Start End Topic Speaker 8:00am 8:15am Registration & Breakfast 8:15am 8:45am Innovation at Google Bob Dillon 8:45am 9:15am The Omni-Channel Approach Liz Serafin 9:15am 9:20am Closing Remarks Bickey Russell 9:20am 10:00am Networking Agenda
- 3. Google Confidential and Proprietary Innovation at Google Bob Dillon Agency Sales Director, Google
- 4. Google Confidential and Proprietary Focus on the user Think 10x, not 10% Google’s approach to innovation
- 5. Google Confidential and Proprietary THINK 10X, NOT 10%
- 6. Google Confidential and Proprietary THINK 10X, NOT 10%
- 7. Google Confidential and Proprietary THINK 10X, NOT 10%
- 8. Google Confidential and Proprietary
- 9. Google Confidential and Proprietary Focus on the user Think 10x, not 10% Google’s approach to innovation
- 10. Google Confidential and Proprietary FOCUS ON THE USER
- 11. Google Confidential and Proprietary FOCUS ON THE USER
- 12. Google Confidential and Proprietary MOBILE SIGNALS MEASUREMENT FOCUS ON THE USER
- 13. Google Confidential and Proprietary WIN WITH AUDIENCEWIN WITH AUDIENCESIGNALS
- 14. Google Confidential and Proprietary 35% Conversion Rate Increase Remarketing Lists for Search ads to segment & engage past site visitors on Google search SIGNALS
- 15. Google Confidential and Proprietary MOBILE SIGNALS MEASUREMENT FOCUS ON THE USER
- 16. Google Confidential and Proprietary MOBILE
- 17. Google Confidential and Proprietary YOU HAVE ABOUT 1 MIN162 MINUTES PER DAY150 TIMES PER DAY MOBILE
- 18. Google Confidential and Proprietary MOBILE
- 19. Google Confidential and Proprietary MOBILE SIGNALS MEASUREMENT FOCUS ON THE USER
- 20. Google Confidential and Proprietary Store visits Estimated Total Conversions = + + + Online Conversions Advertisers see today Cross-Device Conversions Mobile to Computer Computer to ComputerTablet to Computer 12% Entertainment 8% Travel 8% Technology 7% Retail Increase in conversions measured when using estimated total conversions Calls MEASUREMENT
- 21. Google Confidential and Proprietary MOBILE SIGNALS MEASUREMENT FOCUS ON THE USER
- 22. Google Confidential and Proprietary Focus on the user Think 10x, not 10% Google’s approach to innovation
- 23. Google Confidential and Proprietary DISCUSSION
- 25. The Omni-Channel Approach for Direct Response Marketers
- 26. “If you always do what you’ve always done, you’ll always get what you’ve always got.” -Henry Ford
- 27. OMNI-CHANNEL FOR DIRECT RESPONSE Meeting Agenda • About Geary LSF • Digital Media Consumption Trends • 5 Tips for Omni-channel Approach for Direct Response Marketers • Questions
- 29. Defining Omni-channel “Omni-channel is a reflection of the choice that consumers have in how they engage a brand, and therefore is best represented as how brands enable their clients and consumers to use these channels to engage with them.” - Forbes “Marketers now need to provide a seamless experience, regardless of channel or device. Consumers can now engage with a company in a physical store, on an online website or mobile app, through a catalog, or through social media. They can access products and services by calling a company on the phone, by using an app on their mobile smartphone, or with a tablet, a laptop, or a desktop computer. Each piece of the consumer’s experience should be consistent and complementary.” - Marketo OMNI-CHANNEL FOR DIRECT RESPONSE
- 31. CREATIVE DEFINED OMNI-CHANNEL APPROACH An Omni-Channel Approach What do you need for an Omni-Channel Approach? • Your brand to be present • Your message to be clear • Your voice to be consistent We combine Paid, Owned and Earned Media to give you what you need… Turning your digital ambitions into business results.
- 33. THE LANDSCAPE Digital media consumption today
- 34. OMNI-CHANNEL FOR DIRECT RESPONSE Q: What is Spurring Multi-Channel Consumption A: Better Technology – More Access to Information
- 35. OMNI-CHANNEL FOR DIRECT RESPONSE Digital Spending Outpacing Other Media. Fueled by Mobile and Display
- 36. OMNI-CHANNEL FOR DIRECT RESPONSE Existing Tactics Potential Beyond Traditional Use Cases
- 37. OMNI-CHANNEL FOR DIRECT RESPONSE “Big Data” a key driver of marketing initiatives.
- 38. OMNI-CHANNEL FOR DIRECT RESPONSE Multi Channel Consumer Consultation Differs Among Products There is no “one size fits all” solution.
- 39. OMNI-CHANNEL APPROACH 5 Key Tips for the Direct Response Marketer
- 40. UNDERSTAND HOW EACH MEDIUM CAN CONTRIBUTE
- 41. DEFINE AND COMMUNICATE OVERALL BUSINESS OBJECTIVES Create sub- objectives for plan components to play into the whole.
- 42. CRAWL, WALK, RUN • Prioritize initiatives • Budget constraints • Likelihood to impact bottom line • Develop testing plans • Duration • Specific metrics • Deploy in phases • Isolate to understand
- 43. COLLECT AND UNDERSTAND DATA • Data is key to ensuring programs can be run as efficiently as possible • Allows for specific targeting in display and social channels • Points to the right message with the right experience at the right time • Provides understanding of customers and behaviors • Provides foundation for post-funnel marketing efforts
- 44. BREAK DOWN MEASUREMENT SILOS • View results in total, as well as individually. • Centralized tracking is key to building performance story • Defines metrics in the same way across media • One view of performance data • Cross channel attribution can begin to show how tactics and vehicles influence each other.
- 45. OMNI-CHANNEL FOR DIRECT RESPONSE Tips for the Omni-channel Approach Understand the potential role of various tactics Define objectives (overarching and individual) Prioritize and develop phases Capture and analyze data Tie it all together with cohesive measurement
- 46. Thank You.