Drive Online Conversion / studies

AdWords from Google is the most effective form of online media. After the economic crash, L'Oreal's market share for L'Oreal Cosmetique Active dropped as new competitors entered the market. L'Oreal's response was to investigate their media mix and focus only on media that drove sales. They found that over one-third of the sales generated by TV were actually driven by online advertising. As a result, L'Oreal invested heavily in AdWords as a more efficient driver of sales, but continued to invest in TV, which amplified the online campaign.

With Italy's smartphone penetration now at 28% and 50% of smartphone owners accessing the Internet every day from their device, mobile has become an indispensable part of our daily lives. Google partnered with Ipsos OTX Media CT to understand how the growing adoption of smartphones has transformed consumer behavior from media consumption to commerce to connecting with the world around us. These insights can help advertisers understand how to best use smartphones to engage with their customers. Here's what we found:

• Smartphone users are multi-tasking their media with 63% using their phone while doing other things such as watching TV (33%). 90% of smartphone users look for local information on their phone and 86% take action a result.
• Smartphones are critical shopping tools with 82% having researched a product or service on their device. 25% of smartphone users have made a purchase on their phone.
• Mobile ads are noticed by 86% of smartphone users. Smartphones are also a critical component of traditional advertising as 62% have performed a search on their smartphone after seeing an offline ad. Review the full study to understand the business implications and opportunities for marketers.

The objective of this study is to map the role of search in the purchasing process of Italian tech and home entertainment products.

• The results show that search is an important part of the customer journey, with over half using search at some point in their journey.
• This increases to nearly two thirds for those that purchase, with this group showing a significantly increased use of search. Widespread use of generic search terms throughout.