Stories Matter: Understand the Digital Path to Purchase with Google
(Room Escondido 1)
31 Jan 19
10:30 AM
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12:00 PM
In the United States, 93% of people report that entertainment is vital to their happiness, but 56% of people reported that they are rarely entertained. These casual fans, overwhelmed by all the options, find themselves spending more time choosing how to be entertained than actually engaging with the live events that give them joy. In Google's new Ticketing Path to Purchase Research, we understand that live events fans spend a lot of time online considering their entertainment options, but not buying live event tickets to the same degree that they are researching. In this session, learn which digital touch points along the path to ticket purchase are most meaningful for live events ticket purchasers and how we can unlock the innate stories we have in the entertainment industry to connect with these patrons in a meaningful way.