1. Integrated web-based
dialogue
Richard Robinson,
Industry Leader , Google
Google Confidential and Proprietary 1

2. Internet users worldwide
2010 1.8 B
Mobile Subscribers
2010
4.6 B
Digital information in the world –
videos, photos, music, texts, etc.
2010
800 exabytes
Google Confidential and Proprietary

3. Internet users worldwide
2010 1.8 B
2020 5B
Mobile Subscribers
2010
4.6 B
2020 10 B
Digital information in the world –
videos, photos, music, texts, etc.
2010
800 exabytes
2020 53 zettabytes and Proprietary
Google Confidential

4. For Business, The Web is The First Point of
Research
Small
For 99% of
Business Owners,
65% of the C-Suite Search Engines are the 100% ofPolicy
conduct 6+ work-related most effective tool for Influencers use the
Searches daily finding suppliers Web to research the issues
Base:
C-level title, business decision-maker at company with annual revenues $1B+
Government staff (federal/state/local), NGO and think tank employees active in policy research
Business professionals involved in purchase decision making at companies of 1-500 employees
Source: Google/Forbes Insights, 2009; Google/Slack Barshinger, 2009;
4

5. Notion of the “Hyper-Active” Lead:
Create meaningful interactions through
understanding their Buying Stage, Role and Needs
Source: Google/TechTarget How IT buyers Search Online During the Purchase
Google Confidential and Proprietary 5
Process, 2009

6. Its an integrated world, customers are in contact
with numerous info points on the path to purchase
Blogs
Webcasts
White papers
Podcasts
Videos
Physical trade shows
Vendor demos
Trial Software
Search
Mobile
Online communities / social
media
Email Newsletters
Trade articles
6
Source: Google/TechTarget How IT buyers Search Online During the Purchase

7. Online Research Before Business Meeting
This… Before This…

8. Meeting New Business Contacts Online First
This… Before This…

9. Online Demos Before Connecting at a Trade
Show
This… Before This…

10. Business is No Longer Location Bound
This… Instead of This…
1
0

11. Blurring of boundaries
Acceleration of everything

12. Video
1/3 of all
Internet traffic is
online video
2bn
videos watched per
day
48 hours of
video uploaded to
YouTube every
minute
1
2

13. Salesforce.com use video for customer
engagement
7,500 video views a day = 46 hyper-efficient reps
a) average video view is 2 minutes
Assumptions
b) average hyper-efficient rep pitches 8 hours a day, no breaks
1
3

14. Mobile April 10
April 11
24% 36%
of the UK now have smartphones now have smartphones
of the UK
4% 15%
UK Queries coming from UK Queries coming from mobile
mobile
176%
YOY growth
Source: IAB Mobile Adspend Study, April 2010

15. Being Visible Increasingly Means Mobile
Nearly half (47%) of Europe’s business iPhone 4G & Android
X
elite access content via a smartphone on a
weekly basis
Google B2B-related Mobile Query Growth* HTC Incredible
Smartphone Launches
Moto Droid & Eris
Android Nexus One
iPhone 3GS
Android G1 Android myTouch
iPhone 3G Blackberry Storm
iPhone
Palm Pre
*Based on a basket of the top 27,000 words within the B2B vertical.
Source: Google Internal Data
1
5

16. Mobile Also Drives Business Transaction
59%
would rather make
a business-related
65%
are comfortable
purchase over
the mobile web than
making a business- over the phone
79%
of execs are
related purchase on
a mobile device
comfortable providing
business contact
information to a
mobile website
Source: Google and Forbes Insights “B2B Trends in Mobile & Online Video Study” December 2010
Q: I am comfortable providing business contact information to a mobile website; I am comfortable making a business-related purchase on a mobile
device; I would rather make a business-related purchase over the mobile web than over the phone.
(strongly agree, agree, don’t know, disagree, strongly disagree) 1
6

17. Social
Over 850 million people on social networking sites
600 million users on Facebook
600 million users on
90 million tweets per day on Twitter
20% Tweets contain reference to a product or brand
50%+ of YouTube videos have been rated or commented on
17

18. But . . .
a page on a social
networking site is
not a social strategy
18

19. Integrate Social Efforts Across Platforms
1
9

20. 20

21. Better retargeting leads to better understanding in
conversion attribution
Search click
Display network DisplayMagazine
NY view Affiliate blog iVillage Google CONVERSION
05/15/11 05/30/11 06/11/11 06/11/11 06/12/11 06/12/11
07:32:21 PM 12:41:08 AM 03:25:02 PM 08:21:09 PM Display view AM
10:25:05 10:32:57 AM
Display Affiliate click
network Floodlight
Advertiser site tagging
Display Display view Affiliate click Display view this Search click Advertiser site
network tracks
Call centre Sale Sales rep Resellers

22. Use analytics and integrated marketing platforms in a
multi-channel world
Analytics Lead
Nurturing
Site Data
Traffic Data Marketing
Automation
Clickstream
CRM
Attribution

23. What next?
More engaging More social
More local More mobile