As a continuation of our multi-channel video series (Part 1, Part 2), today we will share brand new research findings on how digital impacts in-store sales and activities across several industries. According to Matt McAuliffe from the Channel Solutions Team at Google, the aggregated results from the multiple online-to-store tests we have done to date show an in-store sales lift of up to 3%. Kevin Kells, the National Industry Director of CPG at Google, added that there is actually a "Zero Moment of Truth" which happens with brands online, which precedes even the point of sale interaction with consumers in-store.

Watch the 4-min recap video on this session:

More research is underway, but to learn more about the specific research we referenced above, you can visit the Official Google CPG Blog.

The trend toward consumer spend rising during recent holidays appears to be continuing for Mother's Day 2010. According to the National Retail Federation (NRF), the average individual will spend $126.90 on Mother’s Day gifts, compared to $123.89 last year. Total spending is expected to reach $14.6 billion, making Mother's Day second only to the winter holiday gift-giving season.

So what do mothers across the country have to look forward to? According to Google Insights for Search, rising search terms in the flowers, jewelry, and apparel categories include: 1-800-Flowers, Mother's rings, and Reebok EasyTones.

Keep an eye on hot products in these key categories as searches for a "gift for mom" continue to rise over the next few weeks.

Today marks the start of "Coffee Break with Clients," a blog series from our friends at the Google Agency Ad Solutions Blog. The series highlights brief chats with digital marketers who have leveraged a Google solution to solve a marketing challenge or meet an advertising goal.

The first in the series features Vineyard Vines - a clothing company known for its fun, comfortable attire - who worked with Google to execute an experiment to determine the value of branded keywords to its paid search efforts.

To read the full post, visit Coffee Break with Clients: The Value of Branded Keywords with Vineyard Vines.

Last week we saw highlights from the "Think with Google: Future of Multi-Channel" summit. Today we learn from Avinash Kaushik, Analytics Evangelist at Google, about measuring offline marketing impact online and measuring online impact offline. Watch the short 5-min video on non-line driven analytics.

To summarize, Avinash notes five key tactics to measure offline marketing impact online:
1. Use vanity URL's / hone #'s
2. Use unique coupons and offers
3. Use online surveys
4. Correlate traffic patterns
5. Run controlled experiments

Similarly, the five main tactics you can use to measure online impact offline are:
1. Measure offline calls to action
2. Track phone calls & live chat
3. Use unique coupons and offers
4. Use online surveys
5. Conduct controlled experiments

For more information on the what's and how's of multi-channel analytics, read more on Avinash's blog.

Today, we bring you the first in a series of videos from our inaugural "Think with Google: Future of Multi-Channel" summit, at which we discussed ways to leverage cross-channel shopping and drive innovation around the customer shopping experience.

Google speakers in this video series include Avinash Kaushik (Analytics Evangelist), John McAteer (National Sales Director), Stephanie Tilenius (VP of eCommerce), among many others, who discussed the latest and greatest in mobile, local inventory, analytics and measurement, co-op advertising and brand new research on the online-offline impact.

Check out our 1-minute highlights video on the GoogleBusiness YouTube channel, and check back with us frequently - we'll be sharing more!

Lady Gaga isn't the only one creating a ruckus about 'Telephones' these days...Google and Compete are excited to share their latest research findings on cell phone and smart phone shoppers.

With so many choices, how do consumers make wireless telephone purchase decisions? How do they shop online, and how can marketers effectively command their attention?

For answers to these questions and more, join Compete's Mobile & Wireless expert, Danielle Nohe, and Google Tech Industry Account Planners, Megan Runser and Marl Gatchalian, on Tuesday, April 20th, at 2pm EST/11am PST, for ThinkTech: Wireless 2.0 Shopper.

Specifically, we'll cover:
  • How to reach and influence the consumer within this competitive marketplace
  • Strategies that drive new customer acquisition
  • The role Search plays in the wireless research process, from query to purchase
Register Here

We hope you can join!

As the weather heats up, consumers rush to retailers for outdoor entertaining must-haves at affordable prices. Patio furniture sale and clearance search terms have reached record highs this year as consumers remain price conscious.

Even outdoor furniture manufacturer’s collections have been inspired by consumers likelihood to be spendthrift this year featuring "dazzling color to brighten our moods, plush comfort to ease our tension and increased value to minimize the impact on our wallets," said Jackie Hirschhaut, spokeswoman for the American Home Furnishings Alliance (AHFA) in High Point, N.C.

Capture value demand on patio furniture and economical ways to spice up an outdoor party by prominently featuring sale items in your advertising creative. And, to keep track of the latest search trends, visit Google Insights for Search.