Building brands with Google

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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

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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