Post on 02-Jul-2015
description
Building brands with Google
1
Anand Tilak - Agency Relations atilak@google.com
Digital is not JUST Media.. Allows you to keep up with consumers
Two years ago …
Bandwidth for 20 homes generated more traffic than the entire internet in 1995
television
computer
phone
tablet
today’s hyper-connected consumer
Google Confidential and Proprietary 5 Google confidential
34% of TV viewers are surfing the internet
Nielsen Digital consumer media study SEA - 2011
Traditional funnel – Linear and One way
New funnel – Complicated & Interactive
Media consumption V/s Budget allocation
Source: Nielsen 2011 Nielsen SEA 2011
1.2%* 48
29
14
Print 9
74.4
19.4
4.5
* Google Estimate
i I
I i
INSIGHT IDEAS IMPLEMENT Ask
Questions Make
Decisions Implement
Plans
IMPACT Prove what
works
WHO to target?
WHAT to offer?
HOW to communicate?
Consumers?
Brand?
Competition?
Advertising
Media
PR / Promotions
Tracking
Testing
ROI
‘4I’s’ Approach
INSIGHT IDEAS IMPLEMENT Ask
Questions Make
Decisions Implement
Plans
IMPACT Prove what
works
WHO to target?
WHAT to offer?
HOW to communicate?
Consumers?
Brand?
Competition?
Advertising
Media
PR / Promotions
Tracking
Testing
ROI
INSIGHT: Through a digital lens
Search Trends for Vietnam
12
Increased 12 times in last 5 years
Search Trends Vietnam–Share of Mobile queries
13
Search Trends for Mobile phones Vietnam
14
Search Trends for Mobile phones
15
Google Confidential and Proprietary
Search query trend – Life of an issue
16
Number of search queries
What drives Search queries ?
37% 38%
30% 17%
9%
How Does your Consumer Re-search?
Search for LCD TV
TV buying guide / 7ps
Searches for LED TV User reviews Checks all op7ons
Clicks on ad and goes to your
Website
Searches for Samsung TV
INSIGHT IDEAS IMPLEMENT Ask
Questions Make
Decisions Implement
Plans
IMPACT Prove what
works
WHO to target?
WHAT to offer?
HOW to communicate?
Consumers?
Brand?
Competition?
Advertising
Media
PR / Promotions
Tracking
Testing
ROI
IDEAS: Through a digital lens
Ideas for Digital
Ø Search Strategy
Ø Connecting the dots
20
Search Strategy
Ø Defend
Ø Conquer
Ø Expand
Listerine
Listerine Mouthwash
Listerine
Garlic rice
Bad breath
Smoking
Halls
Clorets
Dating
Job interview
Defend
Conquer
Expand
Connecting the dots
http://www.youtube.com/watch?v=zlfKdbWwruY&feature=related
Connecting the dots
25
Engaging users – Using Technology
Engaging users – Using Content
Connecting the dots
http://www.youtube.com/watch?v=zlfKdbWwruY&feature=related
INSIGHT IDEAS IMPLEMENT Ask
Questions Make
Decisions Implement
Plans
IMPACT Prove what
works
WHO to target?
WHAT to offer?
HOW to communicate?
Consumers?
Brand?
Competition?
Advertising
Media
PR / Promotions
Tracking
Testing
ROI
IMPLEMENTING through Google
Google Display Network
Our Media Platforms
Google Display Network
Our Media Platforms
Google Display Network
Our Media Platforms
Our reach in Vietnam – 13 million users
Relevant users at relevant times
Relevant users at relevant times
Relevant Audience at Relevant time
Cost Per Click
Unsnobby coffee campaign
Zero Moment of Truth
Google Confidential and Proprietary
!"#$%#&'$$(')#*+$',$!&-+"$
What’s Happening at T-1
The Zero Moment of Truth
The First Moment of Truth
40
How can you follow your users ?
41
Let’s use an example… …user visits your site
User visits a site
But doesn’t take any action
Google Display Network
Our Media Platforms
Google Confidential and Proprietary
Source: New York Times, “Where a cell phone Is still cutting edge,” and UNICEF, April 2010
5 billion people have a mobile phone.
that’s 1 billion more people than have access to a clean toilet
Source: AdMob data
15 Apps / user
1 hour / user /day
Google Confidential and Proprietary 50 Google confidential
remarketing
psychographic content Categories device OS carrier
location
AdMob Targeting Options
Transparent & Accountable
Google Confidential and Proprietary 51 Google confidential
remarketing
device OS carrier
location
AdMob Targeting Options
Transparent & Accountable
Google Confidential and Proprietary 52 Google confidential
psychographic
content Categories
AdMob Targeting Options
Transparent & Accountable
Google Display Network
Our Media Platforms
4 billion videos viewed per day
2nd largest search engine behind Google
72 hours of video uploaded every minute
Mainstream & growing fast
INSIGHT IDEAS IMPLEMENT Ask
Questions Make
Decisions Implement
Plans
IMPACT Prove what
works
WHO to target?
WHAT to offer?
HOW to communicate?
Consumers?
Brand?
Competition?
Advertising
Media
PR / Promotions
Tracking
Testing
ROI
Impact Through a Digital Lens
Providing Answers
Which marketing initiatives are the most effective?
Is my website design Driving people away?
Where and why are visitors abandoning my shopping cart?
What keywords resonate with prospects and have the power to convert them?
What do people do while on my site?
Where are my visitors coming from?
Quick to set up, easy to use, and it’s free!
57 http://www.youtube.com/watch?v=Ln_OHv3rIMs
INSIGHT IDEAS IMPLEMENT IMPACT
Training & Workshops
Try the Tools
£0.60£2.01
£3.71
Promoted Videos
Online
TV
Tracking
Campaign Evaluation
If you remember nothing else...
Multiple media platforms
best practice deployment
Anand Tilak - Agency Relations atilak@google.com