Geary LSF and Google partnered up to present the latest innovation at Google and in digital marketing at an exclusive Google Partner Agency event in San Francisco.

2. Google Confidential and Proprietary
Start End Topic Speaker
8:00am 8:15am Registration & Breakfast
8:15am 8:45am Innovation at Google Bob Dillon
8:45am 9:15am The Omni-Channel Approach Liz Serafin
9:15am 9:20am Closing Remarks Bickey Russell
9:20am 10:00am Networking
Agenda

3. Google Confidential and Proprietary
Innovation at Google
Bob Dillon
Agency Sales Director, Google

4. Google Confidential and Proprietary
Focus on the user
Think 10x, not 10%
Google’s
approach to
innovation

5. Google Confidential and Proprietary
THINK 10X, NOT 10%

6. Google Confidential and Proprietary
THINK 10X, NOT 10%

7. Google Confidential and Proprietary
THINK 10X, NOT 10%

8. Google Confidential and Proprietary

9. Google Confidential and Proprietary
Focus on the user
Think 10x, not 10%
Google’s
approach to
innovation

10. Google Confidential and Proprietary
FOCUS ON THE USER

11. Google Confidential and Proprietary
FOCUS ON THE USER

12. Google Confidential and Proprietary
MOBILE
SIGNALS
MEASUREMENT
FOCUS ON THE USER

13. Google Confidential and Proprietary
WIN WITH AUDIENCEWIN WITH AUDIENCESIGNALS

14. Google Confidential and Proprietary
35%
Conversion
Rate Increase
Remarketing Lists for Search ads to segment &
engage past site visitors on Google search
SIGNALS

15. Google Confidential and Proprietary
MOBILE
SIGNALS
MEASUREMENT
FOCUS ON THE USER

16. Google Confidential and Proprietary
MOBILE

17. Google Confidential and Proprietary
YOU HAVE ABOUT 1 MIN162 MINUTES PER DAY150 TIMES PER DAY
MOBILE

18. Google Confidential and Proprietary
MOBILE

19. Google Confidential and Proprietary
MOBILE
SIGNALS
MEASUREMENT
FOCUS ON THE USER

20. Google Confidential and Proprietary
Store visits
Estimated
Total
Conversions
= + + +
Online Conversions
Advertisers see today
Cross-Device
Conversions
Mobile to Computer Computer to ComputerTablet to Computer
12%
Entertainment
8%
Travel
8%
Technology
7%
Retail
Increase in
conversions
measured when
using estimated
total conversions
Calls
MEASUREMENT

21. Google Confidential and Proprietary
MOBILE
SIGNALS
MEASUREMENT
FOCUS ON THE USER

22. Google Confidential and Proprietary
Focus on the user
Think 10x, not 10%
Google’s
approach to
innovation

23. Google Confidential and Proprietary
DISCUSSION

25. The Omni-Channel Approach for Direct
Response Marketers

26. “If you always do what you’ve always done, you’ll
always get what you’ve always got.”
-Henry Ford

27. OMNI-CHANNEL FOR DIRECT RESPONSE
Meeting Agenda
• About Geary LSF
• Digital Media Consumption Trends
• 5 Tips for Omni-channel Approach for Direct
Response Marketers
• Questions

29. Defining Omni-channel
“Omni-channel is a reflection of the choice that consumers have in how they
engage a brand, and therefore is best represented as how brands enable their
clients and consumers to use these channels to engage with them.”
- Forbes
“Marketers now need to provide a seamless experience, regardless of channel
or device. Consumers can now engage with a company in a physical store, on
an online website or mobile app, through a catalog, or through social media.
They can access products and services by calling a company on the phone, by
using an app on their mobile smartphone, or with a tablet, a laptop, or a
desktop computer. Each piece of the consumer’s experience should be
consistent and complementary.”
- Marketo
OMNI-CHANNEL FOR DIRECT RESPONSE

31. CREATIVE DEFINED
OMNI-CHANNEL APPROACH
An Omni-Channel Approach
What do you need for an Omni-Channel Approach?
• Your brand to be present
• Your message to be clear
• Your voice to be consistent
We combine Paid, Owned and Earned Media to give you what you need…
Turning your digital ambitions into business results.

32. OMNI-CHANNEL APPROACH

33. THE LANDSCAPE
Digital media consumption today

34. OMNI-CHANNEL FOR DIRECT RESPONSE
Q: What is Spurring Multi-Channel Consumption
A: Better Technology – More Access to Information

35. OMNI-CHANNEL FOR DIRECT RESPONSE
Digital Spending Outpacing Other Media. Fueled by Mobile and Display

36. OMNI-CHANNEL FOR DIRECT RESPONSE
Existing Tactics Potential Beyond Traditional Use Cases

37. OMNI-CHANNEL FOR DIRECT RESPONSE
“Big Data” a key driver of marketing initiatives.

38. OMNI-CHANNEL FOR DIRECT RESPONSE
Multi Channel
Consumer
Consultation Differs
Among Products
There is no “one size
fits all” solution.

39. OMNI-CHANNEL
APPROACH
5 Key Tips for the Direct Response Marketer

40. UNDERSTAND HOW EACH MEDIUM CAN CONTRIBUTE

41. DEFINE AND COMMUNICATE OVERALL BUSINESS OBJECTIVES
Create sub-
objectives for
plan components
to play into the
whole.

42. CRAWL, WALK, RUN
• Prioritize initiatives
• Budget constraints
• Likelihood to impact bottom line
• Develop testing plans
• Duration
• Specific metrics
• Deploy in phases
• Isolate to understand

43. COLLECT AND UNDERSTAND DATA
• Data is key to ensuring programs
can be run as efficiently as
possible
• Allows for specific targeting in
display and social channels
• Points to the right message with the
right experience at the right time
• Provides understanding of
customers and behaviors
• Provides foundation for post-funnel
marketing efforts

44. BREAK DOWN MEASUREMENT SILOS
• View results in total, as well as individually.
• Centralized tracking is key to building performance story
• Defines metrics in the same way across media
• One view of performance data
• Cross channel attribution can begin to show how tactics and vehicles influence each other.

45. OMNI-CHANNEL FOR DIRECT RESPONSE
Tips for the Omni-channel Approach
Understand the potential role of various tactics
Define objectives (overarching and individual)
Prioritize and develop phases
Capture and analyze data
Tie it all together with cohesive measurement

46. Thank You.