Market Insights

6 things I learnt at Google before lunch

by Wade Garland ¬ 08/12/2015

Digital Marketing, Omni-channel retailing, O2O. Whether you are new to all of this or an old hand, chances are Google has a few things to teach you. As part of their Asia Pacific Digital Marketing & Analytics roadshow, they stopped in to Hong Kong with a line up including international industry heavy weights like David Booth, local practitioners and of course, a few Googlers to round things out. Here are a few things on the changing state of sales, marketing & retailing that caught my attention.

1. Micro-moments – you need to be there

With mobile connectivity an increasingly indispensable part of our daily lives, there is an ongoing change in the way people consume media. What used to be predictable, daily sessions online have been replaced by many fragmented interactions that now occur instantaneously. There are hundreds or thousands of these moments every day, ranging from things like checking the time, texting friends and checking social media to the ‘I want-to-know moments’, ‘I want-to-go moments’, ‘I want-to-do moments’, and ‘I want-to-buy moments’—being present, prominent and most importantly, delivering the right content during these critical moments represents both a huge challenge and opportunity. Read more here: https://www.thinkwithgoogle.com/micromoments/

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2. Purchasing – multi touch, multi device, multi channel

Increasingly, purchase processes are spanning a wide array touch points, screens and channels. Your potential customer might first hear of your product via a friend on Facebook, do some searching on their mobile on the way to work, check a few portals on their desktop in the office, visit a physical store at lunch to check the look and feel, then make the buy while relaxing at home with their tablet. That’s a lot of opportunities to reinforce your brand proposition and equally, a lot of stages where you can lose out by simply not being present. Start out with ensuring that your digital communications are responsive/ set up for multi device, and if not already, start thinking about the ‘new consumer journey’ when planning strategy.

3. Remarketing – not doing it? You’re missing a big opportunity

Remarketing lets you show ads to people who have visited your website or used your mobile app before. Remember, purchasing is a process that usually involves consideration of various alternatives. If someone has already visited your site, chances are they are already in the mood to buy something. You just need to ensure that while they ‘consider’, you are reminding them that you’re the right choice. Remarketing helps you reconnect with them by showing relevant ads as they browse the web, as they use mobile apps, or as they search on Google. Read more here: https://support.google.com/adwords/answer/2453998?hl=en

4. Search results – quality more important than what you bid

It’s been said there’s no such thing as second prize (you’re either first or your last!). And it’s never been more true that when you are talking about search results. But getting to the top of that list is not just about buying your way in (for a change). Google Ad rank actually uses a range of factors, including quality, bid and the expected impact of extensions and other ad formats to determine your ad’s position. So even if your competition bids higher than you, you can still win a higher position — at a lower price — with high-quality ads, landing pages, and extensions. Read more here: https://support.google.com/adwords/answer/2472725?hl=en

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5. KOLs – tap into their network power

Whether you know it or not, Key Opinion Leaders, often backed by vast followings across the socialsphere are directly impacting your sales line right now. And as people increasingly seek authentic, relevant, engaging information, recommendations and experiences, their collective influence is expanding daily. Understand that KOLs are a special group, more akin to PR and other earned channels than owned or paid media and benefiting from their patronage requires a tailored KOL engagement strategy that includes identifying the right KOLs, understanding their audiences, communities and influence, co creation of great content and experiences and a long term focus on building mutually valuable relationships.

6. Omni-channel retailing and O2O – bringing it all together

Perhaps easiest to think of this as how all of the factors above and the new consumer journey are forcing a change to traditional retail models. Most particularly the need to integrate multi touch, multi device, multi channel into retail marketing strategy. You need to be thinking about how you will connect with consumers across the increasing number of touch points as they journey to purchase. And you need to be looking at online to offline and offline to online models – even if not directly relevant to your business, they hold useful insights into how consumers and retailing are changing.