Cross Media
How do offline and online marketing efforts work best together? That’s a critical question today for marketers who need to maximize efficiency and effectiveness of their campaigns.
Studies
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Role of Search in the Gambling Sector
The objective of this study was to map the role of search in the usage of, and application for, gambling sites in the French market. The results indicate that search is an important part of the full journey, but particularly ...
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PC City Increases Revenue 6% by Reallocating its Media Mix
PC City – the European computer superstore – increased sales 6% without any additional media expenditure by optimizing its offline and online marketing mix. Google asked DSG International to analyze this accomplishment. We found:
- Optimizing the offline/online media mix increased sales ...
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Offline Shoppers who Research Online Spend More
Fnac, a leading electronics retailer in Spain, wanted to know how the Internet was affecting the TV purchasing decisions of its in-store shoppers. Google asked Nielsen to help us analyze these shoppers' online behavior. We found:
- 52% of in-store TV ...
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Marketing Mix Evaluation for Cadbury
How can you make chocolate seem even more irresistible? A media mix study conducted with Gfk found the optimal combination to get people's mouths talking and watering:
- Online channels had an impressive total reach of 30.8%
- Online provided ...
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Understanding the ROI of Gillette's Multimedia Campaign
Gillette and Google worked together to understand the return on marketing investment of the Gillette Future Champions campaign.
Key findings:
- YouTube delivers 6% incremental net reach over TV.
- YouTube is highly effective in delivering against brand KPIs.
- Used together, YouTube ...
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How Expedia Drove More Shoppers to its Website
Like many retailers, Expedia UK, the leading online travel provider in the UK, wanted to know more about how to effectively drive traffic to its website. Google and Marketshare analyzed Expedia shoppers' online behavior and found:
- Reallocating the same budget ...
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Traveler's Road to Decision 2010
As more Americans plan to travel, their use of the internet for travel-related research grows as well. A Google/OTX study gives insight into how travel shopping behaviors have evolved since past years, including:
- In 2010, there is a focus ...
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Four Truths About US Hispanic Consumers
Inside the digital habits of U.S. Hispanic consumers. This study by Google and OTX found:
- 86% of online Hispanics are broadband users
- 78% of Hispanics have used a search engine to learn more about something they saw on TV ...
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Four Truths About Boomers and Media
We've all heard that boomers (age 45-65) are an extraordinarily influential demographic, but just how much? Google utilized Nielsen data and Sterling focus groups to draw some conclusions about their media habits, including:
- They spend more time consuming media ...
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Inside Look at the Beauty Boomer
As the boomer generation approaches 65, are they seeking ways to look younger or feel healthier? This study of Beauty Boomer decision makers discovered:
- The Web is their top source for purchase decisions
- 63 percent have turned to online search ...
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Inside Look at Boomer Healthcare Consumers
As the boomer generation approaches 65, the way in which they research healthcare for themselves and loved ones is proving to be uniquely tech-savvy:
- Boomers are just as active in searching online for healthcare-related information as any other adult demographic ...
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Inside Look at Travel Boomer Buffs
From family vacations to early-retirement trips, boomers are heavy travelers. A survey conducted with Nielsen data shows how the Internet is a big part of the research process, including:
- "Boomer travel buffs" are more likely to click on sponsored links ...
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Videos
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Traditional & Digital
Case Study
Traditional & Digital
Mary Garrett, VP of Marketing Communications at IBM, explains that traditional marketing must be combined with digital. Consumers are more receptive to the digital conversation and are willing to engage. Marketing to marketers is a growing focus for business technology ...
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Search Everywhere
Interview
Search Everywhere
Joshua Palau, VP Search Engine Marketing at Razorfish, advises marketers to understand that search is tied in with other media like television and print. assets. Integrate the message, break down the silos and work across them all.
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Disease Awareness
Interview
Disease Awareness
Robert Brown, CMO of Eli Lilly and Co., explains that digital facilitates connections with customers at several levels. If a TV commercial sparks awareness, people are likely to go online and search. But the information must be integrated, and be ...
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Blend Channels
Interview
Blend Channels
Meredith Hanrahan, CMO of Cheapflights, talks about blending off- and on-line. Radio raises awareness, and optimized search drives consumers to the website, where transactions can take place. A careful blending of channels minimizes the cost of acquisition and maximizes ROI.
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Relevant vs. Possible
Interview
Relevant vs. Possible
Russ Klein, Former President of Global Marketing of Burger King, believes that advertisers should distinguish between what is relevant and what is possible for a particular platform. Rather than try to make everything possible on a single device, find out ...
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Digital Facets
Case Study
Digital Facets
Kim Feil, CMO of Walgreens, explains that digital is not a program in itself but a part of all programs. As Walgreens becomes more proficient at incorporating digital into larger campaigns, there will be more focus on digital-only campaigns.
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Interest & Consideration
Interview
Interest & Consideration
Nick Bell, Director of Campaign Marketing at Adobe Systems, talks about spending most of his budget in the interest/consideration category. Loyal customers become evangelists for the brand, so the brand is known by the company it keeps.
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Multi-Channel Campaigns
Interview
Multi-Channel Campaigns
Adam Schlachter, Director of Digital Investment at MEC, talks about working on multi-channel, multi-silo campaigns. It is not about having a print strategy or tv strategy, but about reaching the consumer with the right message at the right time. When ...
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Collapsed Purchase Funnel
Interview
Collapsed Purchase Funnel
Terence Kawaja, Managing Director of GCA Savvian Advisors, talks about how use of data has led to a collapse of the e-commerce purchase funnel, with retailers moving up and publishers moving down. Different kinds of companies are now competing with ...
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Missing Link
Interview
Missing Link
Terence Kawaja, Managing Director of GCA Savvian Advisors, talks about how the best companies were innovating in the digital space. Unlike traditional advertisers, they will find the missing link of attribution in the purchase funnel.
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Online Publishing Trends
Interview
Online Publishing Trends
John Ebbert, Managing Editor of AdExchanger.com, describes key trends in online publishing. Demand-side platforms and ad networks will be be linked to creative, attribution across digital channels will become more precise, and robust sell-side platforms will become available.
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Going Digital
Case Study
Going Digital
Diane Dudeck, Senior Director of WW Media Strategy at Cisco, talks about how Cisco dramatically increased their spending on digital over the course of one year. She talks about how digital became the focus of their marketing - causing them ...