Solution Selling in EMEA - Marketing Club Berlin e.V. · 2012. 4. 25. · Search is the first...
Transcript of Solution Selling in EMEA - Marketing Club Berlin e.V. · 2012. 4. 25. · Search is the first...
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Google Confidential and Proprietary
Berlin
18th of October 2010
Jens Monsees
Industry Leader FMCG & Health Care
MC Berlin
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Google Confidential and Proprietary 2Google Confidential and Proprietary
How Do You Break Through the Clutter?How Do We Break Through the Clutter?
How to reach…
…the right person
…at the right time
…with a relevant topic?
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Google Confidential and Proprietary
Internet Evolution
1994 2003 2006
77M 1000M500MUsers
Information &
Communication
Transaction Entertainment &
Communities
1998 2000
400M
2008
1400M
2010
1700M
Mobile
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Google Confidential and Proprietary
KPI´s Google
Source: http://www.millwardbrown.com/Sites/Optimor/Media/Pdfs/en/BrandZ/BrandZ-2009-Report.pdf
United States
United
Kingdom
Germany
Top Google Search Markets (Revenue)Most Powerful Brands 2009
Source: Google interne Data (Jan. 2009)
„Die Informationen der
Welt organisieren und
allgemein nutzbar und
zugänglich machen.“
Google Mission:
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Google Confidential and Proprietary
Beyond Search
Geo-Produkte
Websuche
Finance Bilder
Bücher News
Maps Earth StreetViewChrome Android Picasa
Docs & Spreadsheets
Google Mail
Wave
Kalender
Kommunikation
Blogger
Search
Google Talk
EntertainmentApplikationen
5
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Google Confidential and Proprietary6
1.7 billion people worldwide with
internet access via a PC
4.6 billion mobile
subscribers
800 million+people visit social
network sites
1 billion+ videos streamed on
YouTube every day
The world goes digital
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Google Confidential and Proprietary
Your Consumers Spend Time Online
Source: Fleishman-Hillard International Communications and Harris Interactive, “Digital Influence Index Study,” June 12, 2008 (data from December 2007-January 2008; n= 4,921), accessed via eMarketer; eMarketer, “Internet Users in Select European Countries 2007-2012,” Jan. 2008.
GERMANY
61% adults online
UNITED KINGDOM
63% adults onlineFRANCE
57% adults online
GERMANY
68% adults online
UNITED KINGDOM
70% adults onlineFrance
62% adults online
Online
Television
Radio
Newspapers
Magazines
8%
30%
33%
21%
7%6%
30%
38%
22%
4%
38%
35%
17%
6%5%
Media Consumption of Europeans Online: > 60%
data represents men and women
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Google Confidential and Proprietary
40-49 years old now Biggest Group of Onliner
8
10,8
19,2
1923
15,5
12,6
Age of Users in De %
14 bis 19
20 bis 29
30 bin 39
40 bis 49
50 bis 59
60 <
Quelle: AGOF 2010
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Google Confidential and Proprietary
Internet Usage in DE
TV Prime Time
9
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Google Confidential and Proprietary
Print diminishes, whereas online usage rises
Quelle: W&V, Juli 2007, Nr 28; Bevölkerung ab 16 Jahren (ca. 65 Mio. Personen)
Online Usage in GER
-12%
Development consumer magazines
1999 - 2009
+280%
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Google Confidential and Proprietary 11
In only 4 years the share of online buyers doubled.
4 mio. People are actively buying personal care products online
Quelle: GfK Online Shopping Survey, März 2010
Web Ordering of Cosmetic Articles
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Google Confidential and Proprietary
Relative DE Search Query Volume 2009
12
Google internal data, January 2010
153
117
104100
8478
65
0
20
40
60
80
100
120
140
160
180
Index (
Consum
er
Goods =
100)
1. Tech: z.B. Mobilfunk
2. Healthcare z.B. Medikamente
3. Entertainment: z.B. Games, Dating
4. FMCG z.B. Haircare
5. Travel z.B. Flüge
6. Finance z.B. Lebensversicherung
7. Auto z.B. Autoreifen
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Google Confidential and Proprietary
Auszug:
BabyGesichtscremeCocktails ShampooFleckenSchminkeMake upEisBodylotionWellnessDeodorantGrillenTesaKosmetikFrisurKochrezepteWein PizzaKalorienWindelnHautstraffungetc.
Quelle: siehe Google Potentialanalyse
How relevant is Search?
Every second we do receive 100 FMCG
search queries
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Google Confidential and Proprietary
The Internet is a key source
patients consider the Internet a the most trusted source for health information trailing only doctors
33% Pharmacists
33% Books
28% Nurse
85%Doctors
79%The Internet
Source: Oglivy Healthworld UK Survey, conducted by Millward Brown (Sept 2006)Q: What are the three most frequently used sources of information when you look for health-related information?
24% Family member
10% Close friend
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Google Confidential and ProprietaryQuelle: Google Keyword Tool / Estimates for 2010, Future results may differ from above. Please use as a directional guide.
Kosmetik, Beauty und Personal Care
Nichtalkoholische Getränke, Wasser , Softdrinks
Nutrition, Bio Food & Cerealien
Adhisives, Detergent
Alkoholische Getränke
672-702 Mio.
457-471 Mio.
238-244 Mio.
220-230 Mio.
24-26 Mio.
168-178 Mio.
Haustiere, -Futter, -Produkte
844-851 Mio.
Alles rund ums Baby230-234 Mio.
Lebensmittel, Rezepte, Kochen, Backen
Kaffee, Tee
259-264 Mio.
Expected search queries in 2010 in Germany
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Google Confidential and Proprietary
GfK Consumer Tracking Web Efficiency Panel (WEP) Oktober 2008
16
GFK Haushaltspanel: WEP („Web Efficiency Panel“)
Single Source Panel (Methode):
15,500 Haushalteapprox. 26,000 User
Demographie:• Geschlecht, Alter, • Einkommen, etc. • Post Adresse• Bildung
Medien Nutzung:• Individuelle Web Nutzung→ website visits→ ad impressions (display & AW)→ ad clicks→ manipulation of sites & ads• Offline Medien Nutzung TV, Print, Radio, (outdoor)
Sales:• Alle FMCG Käufe
* 3,500 households report CPG purchases as well as non CPG purchases
1 2 3
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GfK Consumer Tracking Advanced Business Solutions Annoucement MEP Media Efficiency Panel May 2010
Non FMCG:
Clients of WEP Web Efficiency Panel (extract)67 Single WEP Studies since July 2008 = BENCHMARKS
Happy Time
II
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GfK Consumer Tracking Advanced Business Solutions Annoucement MEP Media Efficiency Panel May 2010
GRPs of all evaluated Campaigns; Arithmetic Means
GRPs are a measure for advertising pressure. The measure illustrates the gross-reach in %
within the target group potential (net-reach in % x average contacts=GRP)
TV is the lead media channel…and Online still getting small
shares in the Media Mix
28,8563,4657,29111,83
847,95
min=0,8
max=121,8
*Arithmetic Means
**exposure in home only
***Gross=net
TV PRINT SEM***Banner** YouTube
min=7,92
max=119,0
II
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GfK Consumer Tracking Advanced Business Solutions Annoucement MEP Media Efficiency Panel May 2010
Average exclusive reach according to media channels
31% of all persons with YT contact did not have any contact to the TV campaign
Exclusive Reach YouTube shows highest share of incremental reach on top of TV
25,84
31,28
26,56
15,22
SEM**Banner**PRINT
min=9,0max=22,3
min=6,7max=58,90
min=4,20max=39,90
*Arithmetic Means**exposure in home only***Gross=net
min=18,7max=58,90
YouTube***
II
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GfK Consumer Tracking Advanced Business Solutions Annoucement MEP Media Efficiency Panel May 2010
Moving Images (Online) do increase TV effects if the message of both channels is linked
TV Effect
II
1,10
1,09
1,97TV+ YouTube
TV+Print
TV
Uplift per First Contact; Example out of 3 similar results
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Google Confidential and Proprietary
GfK Consumer Tracking Web Efficiency Panel (WEP) Oktober 2008
GFK: “Search Ad Impressions sell FMCG Short Term. Due to the high involvement of Searchers (“lean forward”) SEM generates the highest ROI of all media channels”
0,28
1,40
1,03
0,14
0,65
0,27
SEMBANNERPRINTTV TOTAL MEDIA
min=0,03max=0,99
min=0,13max=1,22
min=0,00max=0,42
min=0,22max=4,22
min=0,42max=1,63
YouTube
Effizienz im Media Mix durch GFK* belegbar
* GFK Web efficiency panel Studie
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GfK Consumer Tracking Advanced Business Solutions Annoucement MEP Media Efficiency Panel May 2010
Top search terms with Google AdWord Coverage; Example Body Care
SEM is very effective in creating Homepage Traffic if the Landing Page offers content highly relevant to the Target Group. SEM is able to activate Non Buyers by bringing them to the Homepage via offering
e cards ecards e cards kostenlos grußkarten wallpaper hintergrundbild kostenlos e-cards e-cards kostenlos handcreme im spender stundenplan hintergrundbilder gesichtscreme hintergrundbild grußkarten kostenlos stundenplan vorlage advents wallpaper kostenlose grußkarten twilight hintergrundbilder e-card bin so traurig grußkarte
This is a positive result:
Potential target groups that are not necessarily close to Brand A are activated via generic search terms!
Over 90% of search terms are generic!
II
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Google Confidential and Proprietary
Personal Care: Search Query Trend 01/06-05/09
23
Source: Google internal data
Excerpt:
Cosmetics
Beauty
Hair styles
Hair care
Nail design
Bio cosmetics
Tanning oil
Vichy
L„Oréal
Yves Rocher
+280%
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Google Confidential and Proprietary
Search is the first Contact with your Brand (UK)
24
Source: Forrester Research Inc., “UK Internet User Monitor”
Of all Online Shopper
change their Brand
Choice after visiting a
branded Website.
all Internet Users start
with a Search Engine to
come to a Website.
49%
81%
24
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Google Confidential and Proprietary
Consumer Insights: Learning's for the Marketer
- Emerging Media grows rapidly
- Offline Media will change not disappear
- Advertiser have to adapt their Media Mix
and allocate resources accordingly
- Creative agencies have to develop 360°
concepts not only TV & print artworks
- Agencies and advertisers have to build-up
expert Know-How, to develop relevant
creatives and artworks.
- Connecting on- and offline channels, to
reach max. efficiency
- Metrics, KPI's and tracking instruments
have to be implemented to compare impact
over channels.
Out of Home
Broadcast TV
Magazines
POS
DirectMail
Radio
Searchengine-Marketing
YouTube
Video Ads
Gadget-ads
Display Ads
IhreZielgruppe
Newspapers
POS
-
YourTarget Group
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Google Confidential and Proprietary
5 Steps for an ideal Online Presence
1 www: Optimize your Website
2 SEO: Generate Traffic via Search Engine Optimization
3 SEM: Pull relevant eyeballs on your content
4 Flights: Exploit Seasonality's, Events and Offline-Flights
5 Image & PR: Leverage Creativity & Involvement of Consumers
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First, they do an online search.“
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Google Confidential and Proprietary
Google-Suche: Körperpflege
Johnson & Johnson
L„Oréal
L„Oréal
Yves Rocher
Beiersdorf
This is how search works
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Google Confidential and Proprietary
Ad position is determined by CPC and Qualityscore relevant results for the user
Rank = Max CPC1 x Quality Score
Cost per click
(Auktion)
Relevancy for the
user (CTR) and other
factors
Ad Position
cannot be bought
CPC: Cost per click, CTR: Click through rate
Ad position
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Google Confidential and Proprietary
Facing and Brand Visibility in the “Virtual Shelf”!
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Google Confidential and Proprietary
Brand Territory Coverage of Competition
31
Henkel
Henkel
Henkel
Henkel
Henkel
Henkel
Henkel
P & G
Garnier
L„Oréal
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Google Confidential and Proprietary
Insights Into What patients Care About
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Google Confidential and Proprietary
Google Insights: What Patients Care About
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Google Confidential and Proprietary
Insights for Search: worldwide – Brand comparison
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Google Confidential and Proprietary
Insights for Search: worldwide - Nivea
In your category
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Google Confidential and Proprietary
The Consumer shares his interests:
36
Haircare and Facecare dominates the Category +950 growth%.
Search for Beauty rises worldwide.
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Google Confidential and Proprietary
Insights for Search: Face and Body Care
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Search Queary Growth world.
74.000 Searches on Skin Care
per minute globally
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Google Confidential and Proprietary
Synergies On- and Offline: Example Maybelline
Germanys Next Topmodel Sponsorship shows direct responds in additional
quesries after TV airing.38
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Google Confidential and Proprietary
Best Practice Branding McDonalds
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Google Confidential and Proprietary
P&G Formeonline: User Portal with high Involvement
Family Tipps
Recepies
Product Tipps
ecards
Product Samples
Design Tipps
40
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Google Confidential and Proprietary
GDN with huge Reach in Europa
Quelle: *Comscore Mai 2010; **Comscore 2010
41,4 Mio Unique Users72,9% Reach
35,9 Mio Unique Users83% Reach*
38,1 Mio Unique Users83,5% Reach*
18,7 Mio Unique Users87,5% Reach*
18,6 Mio Unique Users82,7% Reach*
10,7 Mio Unique Users89,9% Reach**
278,7 Mio Unique Users80,1% Reach**
898,3 Mio Unique Users72,9% Reach**
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Google Confidential and Proprietary
Relevant Ad: NiveaFormat as Text, Video or display
Facial Care
Relevante Key Words
Beispiel: Portal Doctissimo
Care Crème ManSkin
To be present in relevant Niches
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Google Confidential and Proprietary
Relevanten GDN Partner with high Reach
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Google Confidential and Proprietary
YouTube global Reach
44
2 Mrd.Video
Impressions per
day(Global May
2010)**
Quellen: * Nielsen NetView Mai 2010, ** internal YouTube data (May 2010)
484 Mio.Vistors
(global May 2010)*
200 Mio.HP Impressions per Day
(global May 2010)**
24 HoursVideo Material
uploaded on YT
each minute. (global May 2010)**
30%Of whole Internet
Traffic is due to
YouTube (global May 2010)**
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Google Confidential and Proprietary
Reach YouTube vs. TV in DE
45
Reichweite in Mio. User pro Monat
Quelle: November 2009 (Panel mit n=8.000 Haushalten) Basis: Gesamtbevölkerung ab 14 Jahren
Burda TdWi 2009 (n=20.165 Fälle) Basis: Gesamtbevölkerung ab 14 Jahren
40
3432
26
19 18
109
7
2 21 1
0
5
10
15
20
25
30
35
40
45
Millio
ns
In Million per Month
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Google Confidential and Proprietary
Demography: TV-Viewer vs.YouTube
46
Core Target Group
Quelle: Mediacontrol 2008
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Google Confidential and Proprietary
…and die hohe Reichweite der Startseite nutzen!
48
Home Page
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Google Confidential and Proprietary
...efficient reach of BDF Target Group
49
Watch Page
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Google Confidential and Proprietary
Aktuelle Suchen effizient auf YouTube nutzen
50
Search Page
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Google Confidential and Proprietary
…as the Consumer is searching for Cosmetic Tips
51
Es gibt über 250.000 Videos zum Thema Haarpflege auf YouTube
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Google Confidential and Proprietary
Example bebe young Care: Video Ads & Pre Rolls:
52
Homepage Video Ad
Watch Page Pre Roll
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Google Confidential and Proprietary
Relevant and successful User channels:
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Google Confidential and Proprietary
Strategic Development Path for Online Marketing
2.) SEM Traffic 24/7:
Visibility, Relevance
of Brands & Products
in the Digital Shelf
-Cover Search Terms
& USP´s
-Tracking Website
-Protect your Brand
Territory
-Budget: 90% in
Traffic
3.) Flights:
-Recent Topics & PR
-Seasonality's:
Allergies
-Integration of TV &
Print Flights
-Cover relevant
Campaign words
-Develop Campaign
Specific Websites
4.) Multi Channel:
-Exploit User Generated
Content
-Identify & cover
relevant Communities
-Place Video & Widgets
-Participate in Blogs
-Seeding of Branded
Content
-Word of Mouth
-Virals
1.) Digital Assets:
Website Content
Interactive
SE Optimized
Deep Link URL
User Orientation
Target Oriented
Ongoing Update
Content
Impact 10% 45% 20% 25%
TimeCurrent Status
Midterm Target: 25% - 30% of Budget & Resources Online
Online Budget Split: ~60% Display & Seeding, ~40% SEM
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Google Confidential and Proprietary
Online 24x7 Advertise all relevant products & services
Capture all relevant brand searches
Flights and
campaign
Consider seasonality's
Cover all parts of brand territory
Support promotions and flights with SEM
Tracking
Optimize website regularly
Track user behavior with web analytics tools
Arrange advertising evaluation
Beyond Search
Increase online awareness with the content network
Be innovative with online ad formats
Use the YouTube network
360° Marketing Coordinate online and offline campaigns
Online Marketing Checklist
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Google Confidential and Proprietary
Questions?
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Google Confidential and Proprietary 57
Vielen Dank!Jens Monsees
Industry Leader Consumer Goods & Healthcare
Tel.: 0162-2122797