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Google Confidential and Proprietary
Hanne Tuomisto-Inch, Google
Digital Tipping Points for 2015
Industry Head B2BNovember 5th, 2014
twitter: @tuomistoG+: hannetuomisto-inch
Google Confidential and Proprietary
89%
2012
88%71%
20142011
Source: Google/Millward Brown Digital, B2B Path to Purchase Study 2011, 2012 and 2014
Google Confidential and ProprietarySource: eMarketer, 2014
Magazines
4:38 4:28
0:22 0:14 0:16 0:12
4:33
5:46
TV Newspapers Digital
2012 2014
Google Confidential and Proprietary
The HowThe Who
Google Confidential and Proprietary
The HowThe Who
Google Confidential and Proprietary
29%35-44
26%45-54
18%55+
Source: Google/Millward Brown Digital, B2B Path to Purchase Study 2014
27%18-34
2012
Google Confidential and Proprietary
29%35-44
26%45-54
18%55+
22%35-44
13%55+
19%45-54
Source: Google/Millward Brown Digital, B2B Path to Purchase Study 2014
27%18-34
2012
46%18-34
2014
Google Confidential and Proprietary
29%35-44
26%45-54
18%55+
22%35-44
13%55+
19%45-54
Source: Google/Millward Brown Digital, B2B Path to Purchase Study 2014
27%18-34
2012
46%18-34
2014
+70%increase
Google Confidential and Proprietary
C-suite64%
22%
13%
Some InfluenceFinal Authority Heavy Influence
Source: Google/Millward Brown Digital, B2B Path to Purchase Study 2014
Non C-suite
Google Confidential and Proprietary
C-suite64%
22%
13%
Some InfluenceFinal Authority Heavy Influence
Source: Google/Millward Brown Digital, B2B Path to Purchase Study 2014
Non C-suite
81% of Non C-suite employees influence purchase decisions
24% 25%
32%
Google Confidential and ProprietarySource: Google/Millward Brown Digital, B2B Path to Purchase Study 2014
48%18-34
24%35-44
18%45-54
10%55+
72% of influencers are younger than 45
Google Confidential and Proprietary
Google Confidential and Proprietary
The HowIntensified Path to Purchase
The WhoA Younger Audience
Google Confidential and Proprietary
B2B research is self-directed
0% 57%of the way towards making a decision before reaching out to a potential vendor
100%
Google Confidential and Proprietary
90%use search specificallyto do research for business purchases
Source: Google/Millward Brown Digital, B2B Path to Purchase Study 2014
Google Confidential and ProprietarySource: Google/Millward Brown Digital, B2B Path to Purchase Study 2014
Queries
Engagement
142 4 6 8 10 12
Google Confidential and Proprietary
2xTraffic to B2B sites are up
over the past 2 years
Source: Google/Millward Brown Digital, B2B Path to Purchase Study 2014
Google Confidential and ProprietarySource: Google/Millward Brown Digital, B2B Path to Purchase Study 2014
2012
100%
80%
60%
40%
20%
0%
2014
1
2
3+ sites
1
2
3+ sites
of customers only consider 1 or 2 brands
60%
Google Confidential and Proprietary
75% 1 Visit
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
42%use mobile specifically to do research for business purchases
Source: Google/Millward Brown Digital, B2B Path to Purchase Study 2014
Google Confidential and ProprietarySource: Google/Millward Brown Digital, B2B Path to Purchase Study 2014, Google Internal Data
3xgrowth in B2B mobile queries
1x
2x
Google Confidential and Proprietary
growth in people using smartphones throughout the path to purchase
91%Research
Inspiration
Purchase
PostPurchase
Source: Google/Millward Brown Digital, B2B Path to Purchase Study 2014
Google Confidential and Proprietary
Research
Inspiration
Purchase
PostPurchase
Source: Google/Millward Brown Digital, B2B Path to Purchase Study 2014
growth in purchasing24%Purchase
Google Confidential and Proprietary
Google Confidential and Proprietary
70%watch online video specifically to do research for business purchases
Google Confidential and ProprietarySource: Google/Millward Brown Digital, B2B Path to Purchase Study 2014; Google Internal Data
48%
30+minutes
60+minutes
20%
1:00:00 / 1:17:13
Google Confidential and Proprietary
Product features
44%
Professional reviews
37%
Ads that appear on YT/channel
22%
Source: Google/Millward Brown Digital, B2B Path to Purchase Study 2014
43%
How-to
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
B2B research is self-directed
0% 57%of the way towards making a decision before reaching out to a potential vendor
100%
Google Confidential and ProprietarySource: Google/Millward Brown Digital, B2B Path to Purchase Study 2014
Contacted the retailer/
manufacturer
25%
Comparedfeatures
42%
Read product info
43%
Comparedprices
48%
Google Confidential and ProprietarySource: Google/Millward Brown Digital, B2B Path to Purchase Study 2014
Shared the video
22%
Visited store/website
30%
Find out more info
34%
Talk to colleagues
42%
Google Confidential and Proprietary
MobileSearch Video
Investment Utility
80%
70%
60%
50%
40%
30%
20%
10%0%
Offline
Google Confidential and Proprietary
How are you marketing to a changing audience?
Intensity of site visits and mobile usage
Video usage skyrockets into 2014
Key takeaways
Google Confidential and Proprietary
Thank you
hanneti@google.comtwitter: @tuomistoG+: hannetuomisto-inch