Conferência E-commerce APDC Going Global / Going Mobile

Conferência E-commerce APDC
Going Global / Going Mobile
Carlos Paulo
19 de Maio 2015
Google Confidential and Proprietary
7%
Google Confidential and Proprietary
Source: E-marketeer, Dec 2014, excl Travel and Event Tickets
Google Confidential and Proprietary
Going
Global
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
Relação entre tráfego
internacional e lojas
fora do país de
origem
Google Confidential and Proprietary
Google Confidential and Proprietary
Going
Mobile
Google Confidential and Proprietary
Google Confidential and Proprietary
Google Confidential and Proprietary
Olhando para o que se compra no mobile
37%
Clothing
13%
Groceries
28%
Books
9%
Travel
27%
24%
Electronics
Tickets
8%
7%
Hotels
Furniture
14%
Meals for
delivery
3%
Rental Cars
Source: Comscore MobiLens as cited in Comscore Inc. “Mobile Copenhagen 2013: Mobile Insights” October 18 2013 (www.emarketer.com)
Google Confidential and Proprietary
n=68,267 3 month average for period ending March 2013 - EU-5
Perto de 3
dispositivos ligados
por pessoa
Número médio de terminais ligados
% pessoas
com 2 ou
mais
dispositivos
2.9
3.1
3.2
UK
SE
2.2
2.4
FR
DE
IT
ES
60%
63%
57%
73%
2
74%
81%
Google Confidential and Proprietary
90% (US)
Os consumidores têm já
um comportamento
totalmente multi-ecrã…
das pessoas movem-se entre dispositivos
para completarem uma tarefa, seja entre
smartphones, tablets, PCs ou TV.
53%
(55% US)
das pessoas acedem a informação no
Smartphone e dão seguimento noutros
dispositivos.
86% (UK)
das pessoas usam os seus
smartphones enquanto consomem
outros meios.
Google Confidential and Proprietary
E tão importante como o multi-screening...
Google Confidential and Proprietary
About
Office Depot Attracts On-The-Go Shoppers
With Local Inventory Ads
Office Depot is a global retailer of workplace products and solutions.
Goals
- Reach the omni-channel consumer
- Send customers to local stores
- Understand how mobile ads drive sale
Approach
- Emphasized mobile and omni-channel advertising
- Began using Local Inventory Ads from Google
- Added Store Visits reporting to learn more about store foot traffic
Results
- Generated 3X return on digital spending
- Gained new insights into on-the-go shoppers
- Developed a clear bridge between customer clicks and store visits
"The Store Visit data has helped bridge the gap between customers who clicked, were interested in the product, and actually
visited one of our stores," says Christine Buscarino. "We knew that our online ads were influencing store purchases, but we
lacked adequate metrics to accurately calculate it. Once we saw our Store Visits reports, we were able to attribute a 3X return
on spend to our digital campaigns."
— Christine Buscarino, vice president of ecommerce marketing for Office Depot
Google. Office Depot Case Study. Q1 2015.
Google Confidential and Proprietary
https://www.youtube.com/watch?v=_UncmkfyEJA&internalcountrycode=GB
https://www.youtube.com/watch?v=_UncmkfyEJA&internalcountrycode=GB
https://www.youtube.com/watch?v=HA_gwzx39LQ&internalcountrycode=GB
Obrigado