How technological and internet trends affect branding, Basak Tamar, Regional Manager, Google EMEA
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Google Confidential and Proprietary 1 Impact of the Internet on Marketing Basak Tamar Regional Manager, Google EMEA Interactive Marketing Conference, Athens 4 December, 2008
Transcript of How technological and internet trends affect branding, Basak Tamar, Regional Manager, Google EMEA
Google Confidential and Proprietary 1
Impact of the Internet on MarketingBasak Tamar
Regional Manager, Google EMEAInteractive Marketing Conference, Athens
4 December, 2008
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1.2 Billion people online via PC
3 Billion people with phones
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Democratisation of the tools
of production
Drivers of change
Ubiquitous connectivity
Falling cost of storage
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Beautycare
Information
Information
BeautycareBeautycareCheap flights
BeautycareCheap flightsAstronomy
BeautycareCheap flightsAstronomyHermann Maier
BeautycareCheap flightsAstronomyHermann MaierTimex 5DD3000
BeautycareCheap flightsAstronomyHermann MaierTimex 5DD3000flights to New ZealandPaella recipesTai Chi lessonsphosphorescenceguitar tabsPopulation of NigeriaBochner’s thereom
BeautycareCheap flightsAstronomyHermann MaierTimex 5DD3000flights to New ZealandPaella recipesTai Chi lessonsphosphorescence
BeautycareCheap flightsAstronomyHermann MaierTimex 5DD3000flights to New ZealandPaella recipesTai Chi lessons
BeautycareCheap flightsAstronomyHermann MaierTimex 5DD3000flights to New ZealandPaella recipes
BeautycareCheap flightsAstronomyHermann MaierTimex 5DD3000flights to New Zealand
BeautycareCheap flightsAstronomyHermann MaierTimex 5DD3000flights to New ZealandPaella recipesTai Chi lessonsphosphorescenceguitar tabs
BeautycareCheap flightsAstronomyHermann MaierTimex 5DD3000flights to New ZealandPaella recipesTai Chi lessonsphosphorescenceguitar tabsPopulation of Nigeria
BeautycareCheap flightsAstronomyHermann MaierTimex 5DD3000flights to New ZealandPaella recipesTai Chi lessonsphosphorescenceguitar tabsPopulation of NigeriaBochner’s thereomPedrafita do CebreiroCheap flightsAstronomyHermann MaierTimex 5DD3000flights to New ZealandPaella recipesTai Chi lessonsphosphorescencePopulation of NigeriaPedrafita do CebreiroBochner’s thereomguitar tabsBattle of Mojkovac
1 BillionGoogle searches per day
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Communication
Information
Communication
80 BillionEmails & IMs sent per day
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eCommerce
Information
eCommerce
Communication
€130BEU eCommerce market
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Community
Information
eCommerce
Community
Communication
250MInternet users on a social
network
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Entertainment
Information
eCommerce
Entertainment
Communication
Community 500MYouTube playbacks
per day
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1. Internet is now mass market; the same customers are online as in offline
Consumer trends
2. Power has shifted; consumers are much better informed about products/brands
3. Consumers are vocal and engaged online, are you listening?
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1. Your online presence vital to reach your customers
What does it mean for you?
2. Your offline brand is not enough; invest into online advertising & your product performance
3. Listen to consumers and get them involved in shaping your product/ brand
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1. Your online presence is vital Understanding purchase decisions
Οδός Ερμού
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1. Your online presence is vital Power of integrated communications
Sources: Google Insights for Search (searches) and TNS Media Intelligence (TV Dollars) for period July 27-August 10,2008.
United buys $1M of NBC airtime to promote premium class product
(first introduced 2007)
Google searches on “United Business Class” increase 54%
compared to previous week
During the Opening Weekend of the 2008 Beijing Olympics…
Alfa Romeo launches the TV campaign of MiTo in Greece
Spot airs
Viewers search Google immediately
Greek Searches for “mito” on
Google, on September 2008
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2. Your offline brand is not enoughConsumers have more choice than ever
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2. Your offline brand is not enough…and sometimes even not necessary
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3. Listen to consumers and get them involvedLet’s talk about a few examples…
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Thank you!
