Google is promoting its online clout for generating offline sales.Â Given its expansion of mobile and location targeting, we think this upcoming panel featuring Google’s “Head of Consumer Goods” is of interest [our emphasis]:
Search terms for consumer packaged goods from “yogurt” to “laundry detergent” to “eyeshadow” have seen double-digit growth, year over year. Why? Todayâ€™s consumer actually begins the path to purchase long before she enters the store. She is tech savvy, equipped with Internet speed as well as a smartphone. The new â€œinfo shopperâ€ capitalizes on research, reviews, sales, couponing and her online â€œcommunityâ€ to influence her in-store decisions. Because one out of five searches on Google is related to location, integration of digital in the complete path-to-purchase cycle is todayâ€™s shopper marketing game changer. In this session, Google will share data, insights and a case study that demonstrates the positive effect online marketing has on in-store sales.
Why the consumer’s changing media and shopping habits necessitate the inclusion of a digital strategy in your integrated shopper marketing plans
How a best-in-class shopper marketing program leveraged strong manufacturer, retail and media integration to drive sales
How search specifically has been proven to drive sale