google and 180fusion present the future of search
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Google Confidential and Proprietary
2015 Tech Trends
Google Confidential and Proprietary
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
Google Confidential and Proprietary
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
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Talking Points
❏ Technology
❏ Consumer Behavior
❏ Marketing
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Technology Trends
❏ Internet of Things (IoT)
❏ Mobile
❏ Personalization
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IoT: Hyperconnectivity
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Mobile: The Central Internet Hub
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Mobile searches have surpassed Desktop
Source: ComScore Data
2014
2011 2012 2013 2014 2015 2016
50% OF DEMANDFROM MOBILE USERS
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Google nowPersonalization: The Internet of “Me”
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Marketing Theory
Google Confidential and Proprietary Source: Google/Shopper Sciences, Zero Moment of Truth Macro Study, U.S., April 2014
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# of
use
rs (m
illio
ns)
years
RadioTVInternetiPhone
Source: hannemyr.com/essay/diff.html macworld.com
Tablets
Unprecedented Device Adoption Rates
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Path to purchase resembles a web
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Model Updated: The 4-Moment Mental Model
First Moment of Truth
Second Moment of Truth
Stimulus
Which becomes the next person’s ZMOT
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Marketing in Practice
❏ IoT
❏ Mobile
❏ Personalization
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Marketing in Practice
❏ IoT
❏ Mobile
❏ Personalization
Think Multi-screen
Think Local
Think Highly Targeted
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Think Multi-screen
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Video Impacts Search
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Think Local
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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
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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.
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Think Highly Targeted
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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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On both paid and organic search
sparkplugdigital.com 2013
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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%
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Consideration
Awareness
Purchase
of conversions occur on a non- branded keyword
33%
At every stage of the funnel
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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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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
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Relevant to behavior
The Flow of Remarketing
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450%
Dynamic remarketing
can boost CTRs by
Google internal, 2013
Relevant to behavior
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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
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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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180Fusion has proven performanceCase Study-Hornblower: Hit annual revenue goal in 3 quarters
44% Increased number of Leads
31% drop in cost per conversion
30% lift in CTR
17% drop in CPC
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Search
Video
Mobile
Offers
Local
SiteDisplay
300 x 250
How to Manage Effectively at Scale?
Social
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Jump in!
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Q&A
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877-321-4180
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