LSA Bootcamp Chicago: Elements of a Successful Digital Marketing Strategy (Google)

Confidential & Proprietary

Jessie Hochhalt erSales Strategy & Enablement

Elements of a Successful Digital Marketing Strategy

How to Win Today’s Consumer

Confidential + Proprietary

Jessie Hochhalter

Jessie Hochhalter is on the Sales Strategy and Enablement team at Google. In her career, she has held roles ranging from Digital Advertising Operations Manager to Multimedia Advertising Director.

She has an MBA from California Lutheran University, a BA in Philosophy from UC Berkeley and a BS in Business from UC Berkeley’s Haas School of Business.

She is very passionate about helping businesses thrive in an ever-changing advertising landscape, as well as music, fitness and pitbull rescue.

Sales Strategy and Enablement


1952: Roger Bannister and the 4-Minute Mile

Google Confidential and Proprietary


We don’t go online. We live online.


Profound Changes Across Industries...


...Including Media!

Digital

2010 2018

17.1%

37.3% = $83B% of Spend Across All Media (USA)

Source: eMarketer


2013 Now 2019Source: eMarketer

Mobile Ad Spend as a % of Digit al Ad Spend (USA)Mobile is the Main Driver


Hours/Day Spent on Mobile DevicesSource: KPCB

Mobile: 6X Increase in 5 Years

Mobile has changed the consumer journey

Immediacy of action

Acting on any stimulus, whenever we’re motivated to

High expectations

for relevance and for frictionless experiences

Unscripted decisionsMore loyalty to the

need in the moment vs. a brand


Mobile: a way of l i fe for consum ers


How do we reach these constantly connected consumers?


Search“how to buy a new car”

ReadNews article for advice on different brands, models & specs

Em ailfriend for car and dealer advice

VisitAutomotive site to read reviews and compare

Search“Honda dealers in Sacramento”

VisitHonda dealer

Re-m arket ing

Display Ads

Understand the Customer Journey


“Advertisers that pause their search advertising campaignssometimes cite concerns about how much of the traffic tothe sites is truly incremental to clicks on natural search results.”

Studies show search ads drive 89% incremental traffic on avg

Source: Studies Show Search Ads Drive 89% Incremental Traffic, Research @ Google, July 21, 2013.

Understand Paid & Organic Search


Understand Display & Video

Roughly 80% of our time is spent outside of search

96% of visitors don’t convert the first time they visit a site

Source: thinkwithgoogle.com


Always there On all devices

Across the whole web

At all t imes of day

At every stage of the customer journey


Always relevantRelevant to device

Relevant to time of day

Relevant to location

Relevant to individuals

Relevant to intent


Always optimized Attribute, evaluate and optimizethe whole customer journey


of daily Google searches are unique

? %


15%of daily Google searches are unique


We need better data


Oh, I was just walking by...

How did you hear about us?

Typical Attribution


Proprietary + Confidential

0% credit 0% credit 0% credit 100% credit


Let’s go back.


Your Business


URLdomain

Your Business website

content

Problem with the Internet?


Your Business

SEO

SEM

qualityscore

website



web 2.0



web 2.0mobile

50%+ of all queries



web 2.0mobile

50%+ of all queries


Your Business

URLdomain

website

content

qualityscore

SEO SEMweb 2.0

mobile


What’s Next?


Search

Video

Mobile

Offers

Local

Display

300 x 250

Site Social

How to Manage Effectively at Scale?


PROBLEMSbusiness owners face:

timedesire

knowledge

resources



Key Takeaways

● The advertising landscape continues to change

● A cohesive advertising strategy is key (search, display, video, TM, etc.)

● Be There, Be Relevant, Be Optimized● Attribution is tricky but critical● Work with a Partner to get the most

out of your advertising efforts


Jessie Hochhalt erSales Strategy & Enablement

Thank You!

Small Business & Entrepreneurship

LSA Bootcamp Chicago: Elements of a Successful Digital Marketing Strategy (Google)