Download - 180Fusion and Google PPC Management Seminar
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Agenda
Introductions
Review concept of Zero Moment of Truth
Highlight key trends driving change in today’s consumer behavior
180Fusion strategies that can assist in winning ZMOT
180Fusion customer testimonial
Q & A
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Google, Channel Sales
Marketing Discussion
Heather Wilburn – Business Development Manager
• Educate clients on Google’s ever-growing suite of offerings
• Promote Search, Mobile, Display, YouTube as aligned with client business needs
• Support clients in growing new business
Business Objectives for Clients:
• Joined Google in 2002 as founding member of AdWords advertising program
• Initially managed SMB client relationships with a focus on developing advanced online strategies
• Currently managing high profile agency partnerships for increased adoption of, and success with, Google advertising solutions
Bio:
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180Fusion
Marketing Discussion
Scott Cohen – CEO
• Increase sales, general qualified leads, build brand awareness by driving qualified traffic in profitable way
• Successfully leverage PPC, SEO, Social Media Marketing, Conversion Optimization
• Support overall strategy for online client growth
Business Objectives for Clients:
• Industry veteran with 17+ years in software and internet sector
• Responsible for overall vision and strategy for 180Fusion
• Recognized Thought Leader in internet marketing
• Successfully supported Fortune 500 executives to SMB market on global marketing initiatives
• On the Board of Directors of Non Profit and privately held technology companies
Bio:
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how do you win today’s
customer?
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New York City – RAIN on Broadway
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As an SMB…
Step 1: Build a Great Product/Service
7
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Step 2: Tell Your Target Audience About It
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According to Procter & Gamble, shoppers make up their minds about a product in 3-7 seconds, just the time it takes to note a product on a store shelf. This time lapse is called (by P&G) the “First Moment of Truth," and it's considered the most important marketing opportunity for a brand.
— Wall Street Journal, 2005 9
Step 3: Win at Point of Decision
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The last 50+ years…
The Traditional 3-Step Mental Model of Marketing
• Stimulus
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Second Moment of
Truth
First Moment of
Truth
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74% 74% 79% 77% 77% 77% 78%
26% 26% 22% 23% 23% 24% 22%
Q1 2011 Q2 2011 Q3 2011 Q4 2011 Q1 2012 Q2 2012 Q3 2012
Before Going to the Store While Shopping in the Store
NOW: More Decisions Made Before Entering Store
Where Purchase Decisions Are Made (% of Buyers)
Source: SymphonyIRI, MarketPulse Survey Series Q1 2011-Q3 2012
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New Path to Purchase: The 4-Moment Mental Model (circa Google 2011)
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First Moment of Truth
Second Moment of Truth
Stimulus
Which becomes the next person’s ZMOT
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Stimulus Stimulus
FMOT
Source: Google/Shopper Sciences, Purchase Funnel Analysis, April 2012. N = 3,000
The New “Many Moments” Mental Model
Looks More Like a Flight Map (circa Google 2012)
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We have lots of moments
comic-con
2013
2:51p
auto lease
deals
10:01a
best pizza
delivery sf
10:26p
tony’s pizza
delivery
11:02p
who won
giants
game
3:35p
average
mpg suv
10:30a
candy
crush
download
9:38p
directions
to nissan
dealership
12:41p
superman
trailer
8:11a
amc theater
buy tickets
5:37p
superman
showings
11:08a
nearest
coffee
shop sf
7:43a
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Together, the moments form a consumer journey
comic-con
2013
2:51p
auto lease
deals
10:01a
best pizza
delivery sf
10:26p
tony’s pizza
delivery
11:02p
who won
giants game
3:35p
average
mpg suv
10:30a
candy crush
download
9:38p
directions
to nissan
dealership
12:41p
superman
trailer
8:11a
amc theater
buy tickets
5:37p
superman
showings
11:08a
nearest
coffee shop
sf
7:43a
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Millions of people, billions of moments
what’s
in theaters
now
11:16am
superman
movie
3:29pm
movie
theatre sf
5:27pm
superman
trailer
5:26pm amc
theater
buy tickers
5:37pm
nearest
movie
theatre
7:01pm
movie
ticket prices
3:41pm
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Which moments matter to your business?
what’s
in theaters
now
11:16am
superman
movie
3:29pm
movie
theatre sf
5:27pm
superman
trailer
5:26pm amc
theater
buy tickers
5:37pm
nearest
movie
theatre
7:01pm
movie
ticket prices
3:41pm
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There’s a simple way to think about this
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Always there
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Across the whole web
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Midnight 3am 6am 9am 12pm 3pm 6pm 9pm
On all devices, at all times of day
Google internal, 2013
AT&T Nielsen, Clickstream Study, 2010
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Always relevant
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Relevant to intent
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Relevant to device
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Relevant to time of day
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Relevant to content
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450%
Dynamic
remarketing
can boost CTRs by
Relevant to behavior
Google internal, 2013
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Always optimized
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Attribute value beyond the last click
72% of marketers agree
that attribution helps
them make better
decisions
“vacation ideas” “hawaii hotels” “maui expedia
deals”
Google/Econsultancy, Valuing the Customer Journey, 2012
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Attribute, evaluate and optimize
the whole customer journey
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180Fusion and Google helps you complete the picture
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IMCA Capital / Prime Credit
Marketing Discussion
Blake Johnson – Managing Partner at Pacific Capital Companies
• Managing Partner and Founder of IMCA Capital and Prime Credit
• Responsible for designing and managing the operations and direction for the B2B and B2C divisions of Pacific Cap Co.
• Prior to establishing Pacific Cap Co, Blake was a Managing Partner at CapNet
• Successfully grew CapNet to over $80M within 5 years
• Under Blake’s direction, CapNet was regularly Ranked on Inc. 500’s Top 50 Fastest Growing Financial Services Firm, and also named Los Angeles’ 5th Best Place to Work
Bio:
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• Where we started • Initially unsuccessful online with 2 seo vendors
• Selected top firm-180Fusion to take over to determine go/no go
• What was needed • Competitive industry- required best in class marketing
• Metric driven firm and talent to execute and scale up
• What we did • Started with small initial investment with 180Fusion
• Within 1 year, 180Fusion decreased our CPL and CPA by 65%!
• How it turned out • Grew budget over 10x with 180Fusion & Google to six figures per
month
• Positive ROI and doubled employee base to handle demand
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how do you win today’s
customer?
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Search
Video
Mobile
Offers
Local
Site
Display
300 x 250
How to Manage Digital Marketing Effectively?
Social
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180Fusion partnership has historically…
Increased Account Performance
Increased Customer Satisfaction
Decreased Advertiser Churn
Enhanced Google Customer Service
Expanded Advertising Product Mix
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38 Google confidential
Jump in!
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Thank You!