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Mike GrehanCMO & Managing Director

Chairman

This year’s Founders' Letter - April 28, 2016

“When Larry and Sergey founded Google in 1998,there were about 300 million people online. By andlarge, they were sitting in a chair, logging on to adesktop machine, typing searches on a big keyboardconnected to a big, bulky monitor. Today, that numberis around 3 billion people, many of them searchingfor information on tiny devices they carry with themwherever they go.”

Sundar Pichai, CEO, Google

What Do You Mean?

!

?

Intention is a state of mind. A driving force behind human behavior, powered by belief, desire and goal (and often also referred to as thinking/feeling/doing).

It has been studied much in such disciplinesas philosophy and psychology.

And now, intent computing is a growing areaof research, particularly in the field of digital marketing.

Intent: A State of Mind

A Taxonomy of Web Search

• Informational

• Navigational

• Transactional

Professor Andrei Broder,Distinguished Scientist,Google.

See/Think/Do – Discern Intent.

Avinash KaushikDigital MarketingEvangelistGoogle

SEE/The total addressable audience: potential customers within the entiremarketplace.

THINK/The actively interested audience:Potential customers actively researchingsolutions.

DO/The decision focused audience:Potential customers ready to make apurchase decision.

Google Uses Many Signals To Determine Intent.

Query expansion techniques

semantically tagging search queries

Query chains

Matching click graph curves with user behavior

A subfield of artificial intelligence (AI)Concerned with algorithms that allowcomputers to learn stuff.

Keeping it simple, an algorithm is givena set of data and infers information aboutthe properties of the data.

And that information allows it to makePredictions about other data that itmight see in the future.

Machine Learning

Purchase Funnel: Theoretical Customer Journey

The Buying Process is no Longer Linear

“According to Google, Intuit, Sephora, SAPand Visa the primary problem with thefunnel is that the buying process is no longerlinear. Prospects don’t just enter at the top ofthe funnel; instead, they come in at any stage.Furthermore, they often jump stages, stay ina stage indefinitely, or move back and forthbetween them.”

New Shopping Paths: Device, Location, IntentThe traditional purchase diagram, one which any marketer could sketch from memory, is officially dead. The singular, orderly sequence of purchase stages has been scrambled, and marketers need to conform.

Consumers are changing the way they research and purchase online, and new shopping paths are emerging depending on behavior, device, location and intent.

60 Year Old Methodologies & Metrics

Reach: The total number of individuals or householdsexposed to an advertisement at least once during agiven period of time.

Frequency: Curiosity, recognition and decision.

Demographics: Involves the statistical study ofhuman populations. A very general science.

This is personal!

The future of marketing communications will become less focused on“audience” messaging and more focused on “one-to-one” messaging.Your personal, connected device is just that: It’s an extension of you.It’s not about an audience. It’s about you personally.

I Want To…

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• Mike Grehan published on Think with Google

• “An Agency Perspective: How Leading with Intent Changes the Agency Conversation”

Search Content Strategy

DOTHINKKEYWORDS

MESSAGE

CONTENT

4th of July party ideas

Grass seed quality

Scotts Kentucky Bluegrass Seeds

SEE

Inspirational Content or Content Gaps

From SEO to CEA

There will be a natural shift from search engine optimization (SEO)to Content Experience Analyst (CEA). The role will become morefocused on identifying and fulfilling content gaps to provide a moreuseful experience and more extensive visibility and touch-points onthe end user path to conversion.