This document discusses how the consumer purchase journey has evolved from a linear path to a more complex online and offline process. It summarizes Google's research showing consumers now undergo a "zero moment of truth" during online research before engaging with traditional marketing touchpoints. The document then outlines how marketing must be integrated across search, display, video, mobile and social platforms to most effectively reach consumers throughout their evolving purchase process.

1. The Next Big Thing Now
Brett St Clair, Head of New Products and Solutions
Google South Africa
January, 2012
1 Google confidential

2. Historical path-to-purchase model:
stimulus 1st moment of truth 2nd moment of truth:
(FMOT) (SMOT)
2 Google confidential

3. New path-to-purchase model:
stimulus zero moment FMOT SMOT
of truth:
Media Pre-shopping | At shelf Experience
In-store | In-home In-store
which effects
ZMOT
3 Google confidential

4. Shoppers demonstrate almost two distinct purchase
cycles
The spontaneous purchase decision happening in a matter of an hour or
two and the more considered decision occurring 1-3 days before purchase
Length of Purchase Cycle
36% 34%
18% 18% 13%
7% 7% 10% 11%
0% 0% 0% 1% 2% 1% 4% 2% 2% 4%
before I…
hour of my
A month
moments
One day
9-12 hours
4-6 months
2-3 months
7-12 months
More than a
3 weeks
2 weeks
5-8 hours
3-4 hours
1-2 hours
A week
4-6 days
2-3 days
year before
Within the
before
purchase
before
before
before
before
before
before
before
before
before
A few
before
before
before
before
Q: In TOTAL, how long were you thinking about your most recent purchase before you actually completed the
transaction?
4 Google confidential Source: Google/Shopper Sciences, Zero Moment of Truth Study – Beauty/Personal Care, Apr 2011, Base N=500

5. Before consumers pick up a flyer by the carts or a
product off the shelves
the zero the first
moment of truth moment of truth
Digital Shelf Physical Shelf
5 Google confidential

6. An Integrated Online Experience
Mobile ✔
Desktop ✔
Search
Video Display
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7. The consumer Starts with a Search
Desktop ✔ Search
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8. Consumer Behavior Online in South Africa
70% Find websites via a search
engine
60% Believe search engines quickly help them find
products they are looking to buy
52% Expect leading brands to be on top of the search results page
Think information about a particular
47% company or service in an offline channel
has driven them to search for information
online
Question: Thinking about times when you have used search engines to help you do your research for products or services, to what extent do you agree or disagree with the
following statements:
Source: Q8 / Consumer Commerce Barometer / TNS Infratest, Fieldwork April 6-April 25, 2010 / base: n = 2,022
8 Google confidential 8
Top 2 on a 5 point scale=strongly agree, agree

9. Understanding SEO vs. SEM
9
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10. Fighting hard for the shelf space offline
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11. What does shelf space look like online?
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12. Targeted Display
Desktop ✔
Search
Display
12 Google confidential

13. Display Networks Holidays to South Africa
Plan your Dream trip Online.
Text Ads Dream South Africa, Book Now
www.SouthAfrica.co.za
Display Ads
Video Ads
13 Google confidential

14. What does shelf space look like online?
14 Google confidential

15. Billion daily views
nd largest search engine on the planet
Hours uploaded every minute
15 Google confidential

16. 16 Google confidential

17. Social - YouTube
Desktop ✔
Search
Video Display
17 Google confidential

18. Non-advertise - Linear YouTube Homepage advertised - Bump
Source: Millward Brown Viral Study, Aug 2010
This analysis has undergone peer review and full results have been published in the International Journal of Advertising
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25. YouTube Shelf Space
Promoted Videos Ads
Advertisers bid on these positions
Organic “Natural” Search Results
Cost free; results are based on
YouTube ranking algorithm of
relevance to search query
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26. Mobile is Booming
Mobile ✔
Desktop ✔
Search
Video Display
26 Google confidential

27. A Better Computer
has eyes & can see has ears & listens to
you you
camera microphone
has skin & can feel you has a voice & speaks to
touch screen you
speaker
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28. Mobile Internet Users will exceed desktop
global mobile vs. desktop internet population, 2007-2015
Global
Internet
Users
(MM)
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29. Expanding Online Time
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30. Mobile is immediate
82% booked
within a day of
arrival, vs. 45% on
desktop
58% were within
30 km’s of their hotel
Source: Priceline Sept. 2010
30 Google confidential

31. Connecting you with your neighborhood
1 in 3
mobile
searches are
local
source: The Mobile Movement Study, Google/Ipsos OTXMediaCT, April
2011; OTX MediaCT Survey, Q4 2010
61% Call 59% Visit
31 Google confidential

32. Mobile is Transforming Everyday Shopping Behaviour
28% 26%
Have changed their mind
Intentionally carry a about purchasing a
Smartphone when product or service in store
shopping to compare as a result of information
prices and for information gathered on their
Smartphone
Source: www.ourmobileplanet.com
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33. Traditional Media Works - Integrated
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34. 24/7 Always open Stores
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35. E-Commerce shifting to Mobile
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36. Offers Going Mobile
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37. Trying Data and Payments through Wallet
PAY SAVE SECURE
tap to pay and redeem store Google Offers and PIN entry required before
offer at POS loyalty cards each use
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38. Google+ = More Social
Mobile ✔
Desktop ✔
Search
Display YouTube
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39. 90M people joined
3.7B photos uploaded
1M sites added the +1 button
5B +1 impressions/day
Off to a great start… In the few months that Google + has
been launched, it has taken social networking to another level
39 Google confidential

40. Google+ : + real life sharing, rethought for the web
In the real world, people interact with businesses every day.
Google+ brings those rich relationships online.
circles hangouts mobile
share what matters say hello, share what’s
with the people who face-to-face-to-face around when you’re
matter most start real on the go
inspire your customers to conversations
recommend new ones
40 Google confidential

41. Built for Business
Social in YOUR Business
ripples
pages
analytics
hangouts
search
circles
+1 button
social
g+ icon extensions
41 Google confidential

42. social web
Your +1’s will reach not only the 40 million users of Google+, but the
billion people who come to Google everyday
sites
G+
Page display
search video
mobile
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43. Complete Integrate Marketing online
Mobile ✔
Desktop ✔
Search
Video Display
43 Google confidential

44. Thank you!
Please follow me
gplus.to/BrettStClair
#gsouthafrica
44 Google confidential