Slideshow from Wolfgang Digital client breakfast on 24/1/13. See for more details: http://www.wolfgangdigital.com/digital-marketing/client-breakfast-slides/

1. #wolfgangbreakfast

3. On The Menu:
1. The Irish Consumer Online – Joan Mulvihill, IIA
2. “Moments of Truth” – Ross O’Connor, Google
3. Search Stats – Alan Coleman, Wolfgang Digital
4. Latest Google AdWords Innovations - Brendan
Almack, Wolfgang Digital
5. The New SEO Landscape – Alan Coleman & Ciaran
Murphy, Wolfgang Digital
6. Last Person Standing Quiz – iPad mini up for grabs
7. Q & A

5. Joan Mulvihill
CEO

6. Ross O’Connor

7. Google Zeitgeist 2012

9. Build a Great Product
9

10. Tell Your Target About It
1
0

11. Win at Point of Decision
According to Procter &
Gamble, shoppers make up
their minds about a
product in three to seven
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
Google Confidential and Proprietary 11

12. The Traditional Mental Model of Marketing
• Stimulus First Moment Second
of Truth Moment of
Truth
12

13. The New Mental Model of Marketing (B2B)
Stimulus First Second
Moment Moment
of Truth of Truth
Which becomes the
next person’s ZMOT
13

14. We asked shoppers 4 key questions:
When? Purchase Timeline
How far in advance do shoppers start thinking about their purchase?
What? Source Usage
What traditional and new media sources did shoppers use to help
them decide on their purchases?
How? Influence
How influential were each of the sources in the ultimate
decision making?
Why? Information-Seeking
Why did shoppers consult the internet? What information where they looking
for?
14

15. The purchase timeline varies by
Average Length of Purchase Cycle
category
Tech, Voters,
Automotive, Fi OTC
nance Health, CPGs
Restaurant, CP
Gs
5% 5% 8% 12%
10%
More than
a year
7-12 3% 5% 7%
months 4-6 months
before
before before 2-3 months A month 4% 8%
before
before 3 weeks
before 2 weeks
7%
before A week
before 4-6 days 1%
before 2-3 days
One day
1% 2% 6%
before
before 9-12 hours 8%
before 5-8 hours 8%
before 3-4 hours
before 1-2 hours
before Within the
hour of my A few
purchase moments
before I
purchased
Q1 First, in TOTAL, how long were you thinking about [PIPE] before you actually PURCHASED it/them?
Base: N=5,003
Source: Google/Shopper Sciences, Zero Moment of Truth Study Apr 2011

16. Shoppers today are able to process an enormous
amount of information
Shoppers today use twice as many sources to arrive at a decision
Avg # Sources Used
10.4
5.27
?
2010 2011 2012
Q2 When you were considering purchasing [PRODUCT], what sources of information did you seek out to help with your decision?
Base:N=5,003
Source: Google/Shopper Sciences, Zero Moment of Truth Study Apr 2011

17. Shoppers use a range of
sources, dependingofonsources whenof decision
Shoppers can range from using an average 5.8
type choosing a Restaurant
to a high of 18.2 sources used by Automobile shoppers.
Average # of Sources Used by Category
18.2
14.8 14.7
10.8 11.7
9.8 10.2
8.6 8.9
7 7.3
5.8
CPG
Voters
Insurance
Travel
Banking
Automotive
Investment
CPG Grocery
Tech
Credit Card
Restaurant
OTC Health
Health/Beauty
Q2 When you were considering purchasing [PRODUCT], what sources of information did you seek out to help with your decision?
Base:N=5,003

19. Key Challenges that marketers face
• 1. Every ZMOT Shopper is unique
• 2. It’s never been easier to walk out of the store
• 3. Shopping cart abandonment is at an all time high
• 4. Push advertising alone isn’t enough anymore
• 5. Cross-shopping behavior is snowballing

20. Tips at zeromomentoftruth.com
• 1. Show up in the right place
• 2. Show Up More Often
• 3. Show up with the Right Content
• 4. Measure Up

21. www.zeromomentoftruth.com
21

23. How Important is Search?

24. Traffic Sources

25. Irish Love Search

26. Ranking Reflects Brand Importance

29. Google AdWords
Innovations
Brendan Almack, Wolfgang Digital

30. Dynamic Search Ads
• Show ads based on the content
of your website
• Google reference the organic
Keywords search index of your website
• Ad text headline and landing
page automatically generated

33. Dynamic Search Ads – Problem Solved

34. Product Listing Ads

35. Product Listing Ads
• Search ads that include richer
product information.
• Need a Google AdWords
Account
• Google AdWords + Merchant
Centre

36. Product Listing Ads – In Action
• Conversion rate doubled
Celtic Wedding • 50% increase in Sales
Rings PLA Image
• Conversion Rate Doubled
• 50% Increase In Sales

37. Google Display Network (GDN)
• A Particular Website
• Your Interests
• Age
• Gender
• Re-marketing
• Advanced Combinations

40. Display Behaving Like Search?
• GMail Targeting
• Conversion Rate x 3
• Conversion Rate ≈ Search

41. The New SEO Landscape

42. SEO & Pro Cycling

43. Larry & Sergey (really cool guys)
Slide  43

44. “Gaming” Google

45. White Hat & Black Hat

47. Cheats Got Caught

48. Humans V Robots

49. Technological Singularity

50. Penguin Update
Penalised “over optimisation” of inbound links
Here’s a great place to buy tennis shoes online (x50,000)

51. High Profile Casualties

52. Handing Back Titles

53. Typical Reaction
• Trying to complain to Google
• Ramping up AdWords spend
• Unlinking like crazy
• Then waiting……

54. New SEO Landscape
New Pillars of SEO:
 Growing Website
 Natural Inbound Links
 Social Signals
 Authorship

55. Content
Marketing

56. Quality Content
Strategy
Voice/Tone Goals Audience
Social Media Channels

57. Off-Site
On-Site

58. Content - Article

59. Infographic’s – So Hot

61. Dollar Shave Club
Video Content

63. Paddy Power

64. Distribution
• Uploaded to Blog
• Shared through relevant Social Media
Channels – Facebook, Twitter, LinkedIn
• Google Plus
• Why Google Plus?

66. Images & CTR

67. Reporting
• Social Engagement
• Keyword Ranking
• Traffic
• Newsletter Sign-ups
• Branded Searches
• Leads & Sales

69. So it’s Social Media Marketing, yes?
Social Media Content Marketing
Marketing
Centre of Social Media Channels Your Website
Gravity
Objective Branding, Customer Demand Generation
Service

70. Far Reaching Benefits
Search:
 Future-proof Google Rankings
 Long Tail keyword rankings
Social:
 Community building
 Deepen relationships
 Develop new relationships
Net Effect:
 TRUST
 More Traffic
 Higher Conversion Rate

71. Full Funnel Engagement
Display Search
Slide  71

72. Viral Growth

73. Ripe For Disruption?

74. In the future, media spend will be the price a business pays, for
not capitalising on the content marketing opportunity.

75. Content Marketing Summary
 There are no shortcuts in SEO anymore
 Content Marketing is your new best friend
 Content – (Strategy + Architecture) = Noise
 Full Funnel Engagement = TRUST
 We’re going to earn an audience rather than buy one.

76. The Donkey is OK
"I'm pleased to confirm the donkey is alive and well," Kei Kawai, group product
manager for Google maps

77. Last Person Standing Quiz
Your chance
to win an:

78. Game Rules
• All questions are multiple choice (A or B).
• Raise your right hand if you think A is the
correct answer.
• Raise your left hand if you think B is the
correct answer.
• If you get an answer wrong, you must sit
down.
• Last one standing wins!

79. 1. What percentage of Irish consumers
do online research before making a
purchase?
A) 35%
B) 45%

80. 1. Answer - B
45% of Irish consumers do online research
before making a purchase.

81. 2. Which of these is the more
expensive AdWords click in Ireland?
A) Trading Tool
B) Online Casino

82. 2. Answer - A
“Trading Tool” costs €51.37
“Online Casino” costs €43.94

83. 3. Who has more followers on Twitter?
A) Kim Kardashian
B) Barack Obama

84. 3. Answer - B
Barack Obama has almost 26 million followers.
Kim Kardashian “only” has 17 million.

85. 4. What was Wolfgang Digital named
after?
A) 18th Century music composer
B) A goldfish

86. 4. Answer - B
Wolfgang Digital was named after the company
pet goldfish.
RIP Wolfgang

87. 5. How many advertisers were banned
from Google in 2012?
A) 98,000
B) 889,000

88. 5. Answer - B
889,000 advertisers were banned last year!

89. 6. How many Google searches are
made every second worldwide?
A) 33,333
B) 26,667

90. 6. Answer - A
There are 33,333 Google searches performed
every second (2 million per minute) around the
world.

91. 7. What brand has more “likes” on
Facebook?
A) Coca Cola
B) Disney

92. 7. Answer - A
Coca Cola has more ‘likes’ with 57 million.
Disney has 41 million.

93. 8. What was Google’s global revenue
in 2011?
A) $37.9 Billion
B) $50.5 Billion

94. 8. Answer - A
Google’s global revenue was $37.9 Billion in
2011.

95. 9. What percentage of Google
searches have never been searched
before?
A) 16%
B) 12%

96. 9. Answer - A
16% of all searches on Google are being
searched for the first time.

97. 10. How many Google Plus users are
there worldwide?
A) 500 million
B) 35 million

98. 10. Answer - A
Google Plus now has over 500 million users.

99. Tie Breaker
On what date was Google founded?

100. Answer
Google was founded on the 4th of September
1998.

101. Questions & Answers

102. Thanks For Coming