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1. Google Confidential and Proprietary
2015 Tech Trends

2. 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

3. Google Confidential and Proprietary
Scott Cohen
CEO, 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

4. Google Confidential and Proprietary
Talking Points
❏ Technology
❏ Consumer Behavior
❏ Marketing

5. Google Confidential and Proprietary

6. Google Confidential and Proprietary
Technology Trends
❏ Internet of Things (IoT)
❏ Mobile
❏ Personalization

7. Google Confidential and Proprietary
IoT: Hyperconnectivity

8. Google Confidential and Proprietary
Google Confidential and Proprietary
Mobile: The Central Internet Hub

9. Google Confidential and Proprietary
Mobile searches have surpassed Desktop
Source: ComScore Data
2014
2011 2012 2013 2014 2015 2016
50% OF DEMAND
FROM MOBILE
USERS

10. Google Confidential and Proprietary
Google now
Personalization: The Internet of “Me”

11. Google Confidential and Proprietary
Marketing Theory

12. Google Confidential and Proprietary
Source: Google/Shopper Sciences, Zero Moment of Truth Macro Study, U.S., April 2014

13. Google Confidential and Proprietary
#ofusers(millions)
years
Radio
TVInternet
iPhone
Source: hannemyr.com/essay/diff.html macworld.com
Tablets
Unprecedented Device Adoption Rates

14. Google Confidential and Proprietary
Path to purchase resembles a web

15. Google Confidential and Proprietary
Model Updated: The 4-Moment Mental Model
First
Moment
of Truth
Second
Moment
of Truth
Stimulus
Which becomes the
next person’s ZMOT

16. Google Confidential and Proprietary
Marketing in Practice
❏ IoT
❏ Mobile
❏ Personalization

17. Google Confidential and Proprietary
Marketing in Practice
❏ IoT
❏ Mobile
❏ Personalization
Think Multi-screen
Think Local
Think Highly Targeted

18. Google Confidential and Proprietary
Think Multi-screen

19. Google Confidential and Proprietary
Video Impacts Search

20. Google Confidential and Proprietary
Think Local

21. Google Confidential and Proprietary
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 3mobile searches have local intent

22. Google Confidential and Proprietary
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.

23. Google Confidential and Proprietary
Think Highly Targeted

24. Google Confidential and Proprietary
There’s a simple way to think about this

25. Google Confidential and Proprietary
Always there

26. Google Confidential and Proprietary
Across the whole web

27. Google Confidential and Proprietary
On both paid and organic search
sparkplugdigital.com 2013

28. Google Confidential and Proprietary
Midnight 3am 6am 9am 12pm 3pm 6pm 9pm
On all devices, at all times of day
Google internal, 2013
AT&T Nielsen, Clickstream Study, 2010
of online shopping
takes place between
8pm and midnight
19%

29. Google Confidential and Proprietary
Consideration
Awareness
Purchase
of conversions occur on a
non- branded keyword
33%
At every stage of the funnel

30. Google Confidential and Proprietary
Always relevant

31. Google Confidential and Proprietary
Relevant to intent

32. Google Confidential and Proprietary
Relevant to device

33. Google Confidential and ProprietaryGoogle Confidential and Proprietary
Google Confidential and Proprietary
Relevant to time of day

34. Google Confidential and Proprietary
Relevant to content

35. Google Confidential and Proprietary
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 Site
X
-Relevant to behavior

36. Google Confidential and Proprietary
Relevant to behavior
The Flow of Remarketing

37. Google Confidential and Proprietary
450%
Dynamic
remarketing
can boost CTRs by
Google internal, 2013
Relevant to behavior

38. Google Confidential and Proprietary
180Fusion and Google helps you complete the picture
Increase Sales Lower CPAs
Increase Profits
Increase Customer
Lifetime Value
Holistic View of
Marketing Strategy
Your Company Here!

39. Google Confidential and Proprietary
PhD Ventures, 2014
Digital Opportunity is HUGE and GROWING

40. Google Confidential and Proprietary
180Fusion partnership has historically…
Increased Account Performance
Increased Customer Satisfaction
Decreased Advertiser Churn
Enhanced Google Customer Service
Expanded Advertising Product Mix

41. Google Confidential and Proprietary
180Fusion has proven performance
Case 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

42. Google Confidential and Proprietary
Search
Video
Mobile
Offers
Local
Site
Display
300 x
250
How to Manage Effectively at Scale?
Social

43. Google Confidential and Proprietary
Google confidential
Jump in!
Google Confidential and Proprietary

44. Google Confidential and Proprietary
Q&A

45. Google Confidential and Proprietary
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