Download - "Marketing - The Digital Paradigm"
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Google Confidential and Proprietary
What’s Common?
2009 person of the year 2008 person of the year 2007 person of the year
2006 person of the year
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Google Confidential and Proprietary
And so were all (well most) of you !
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Google Confidential and Proprietary 3
BUT THAT WAS 2006 WERE BABIES
DID NOT EXIST
THE WORLD WAS NOT AS WIRED
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Google Confidential and Proprietary 4
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Google Confidential and Proprietary
3.5+ Billion
Searches in India every month
Information
Source:Google Internal Analysis
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Google Confidential and Proprietary
INR 9,259 Cr.
E-commerce market size
Commerce
Source: http://contentsutra.com/article/indian-e-commerce-market-close-to-1-billion/. This is 2009 data. This number is growing at 30% YoY
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Google Confidential and Proprietary
35 hours Video uploaded to YouTube per minute
Entertainment
Source: YouTube internal data
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Google Confidential and Proprietary
An Opportunity waiting to be Captured
420
239
99
81 76
59
51
-5%
0%
5%
10%
15%
20%
25%
30%
35%
-500% 0% 500% 1000% 1500% 2000% 2500%
China
US
Japan
India
Brazil
Russia
UK
China
US
Japan
India Brazil
Russia
UK
% growth in users (2000 – 10)
% s
pent
on
Dig
ital a
dver
tisin
g
Latent Opportunity
81 M users + growing at over 1500% in the last 10 years + nascent Digital ad landscape
Source: Internetworldstats.com
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Google Confidential and Proprietary
How meaningful is Internet audience in India
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Urban India 244 Mn
IRS (15+ years) and Comscore
Internet Users 81 Mn
SEC AB, 15-34 33 Mn
Twice the size of the most targeted audience cluster
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Google Confidential and Proprietary
Leading English news dailies
Internet and the English speaking audience
10
English Channels
The Internet English Magazines
Reach 65 M urban
18 M readers
8M households
7.3 M readers
Ad Spend
Rs. 800 Cr Rs. 6000 Cr.* Rs. 2000 Cr. * Rs. 800 Cr.*
Source: Icube report 2010, IRS 2010. Estimations based on % reach of all media. Initial Data from Group M media report
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Google Confidential and Proprietary
150+ M data enabled devices
in India today
30-35 M Mobile Internet users
600 M + Mobile Users
Mobile Landscape
Source: http://gigaom.com/2010/06/10/india-3g-subscribers/
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Google Confidential and Proprietary 12
Internet: The Intersection of Science & Creativity
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Google Confidential and Proprietary
What is Your Digital Footprint?
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Google Confidential and Proprietary
How Marketers Can Adopt The 5Ps of Digital Marketing
PULSE
ACE
ERFORMANCE RECISION ARTICIPATION
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Google Confidential and Proprietary
Pulse The Internet is the new gateway. Do you know how your consumer has changed?
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Google Confidential and Proprietary
Offline is Online, Online is Offline
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Google Confidential and Proprietary
The Hot trends
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Google Confidential and Proprietary
BA used it for connecting with their audience
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Google Confidential and Proprietary
Presence Your digital presence is premium shelf space. Use it to win friends and influence consumers
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Google Confidential and Proprietary
60%
20
The Internet is the first place I usually
go to when researching products
to buy.
39% I have changed my mind about which
brand to buy following research on the web.
The Internet is the Zero ‘Moment of Truth’
Source: Consumer Commerce Barometer 2010, Google India
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Google Confidential and Proprietary 21
Occupy your online shelf space
Organic Results
Sponsored Results
Hair Care Category – 1.4 Million plus monthly queries
200% YOY Growth
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Google Confidential and Proprietary
Here’s how Kerala tourism did it!
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Google Confidential and Proprietary
Precision Define and target online moments of relevance
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Google Confidential and Proprietary 24
Fragmentation Is Now An Opportunity
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Google Confidential and Proprietary
Google Display Network: A ‘Perfect’ Ad for Everyone
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Google Confidential and Proprietary 26
“Fish Where The Fish Are”
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Google Confidential and Proprietary
Participation
Allow your consumer to share your brand equity
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Google Confidential and Proprietary
What do marketers care about?
Reach Engagement
Youtube = Reach + Resonance+ Engagement
Resonance
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Google Confidential and Proprietary
2nd largest search engine
15 Million monthly Unique Visitors
14 minutes average time spent by a user
500,000 Unique Visitors per day
Premium Channel Partners - (Colors, Yash Raj films, NDTV, ESPN, Midday)
YouTube Allows Your Consumer To Participate…
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Google Confidential and Proprietary
Here are some examples..
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Google Confidential and Proprietary
2. Youtube means Relevance
Associate your brand with popular content
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Google Confidential and Proprietary
2. Youtube means Relevance
Be contextually relevant
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Google Confidential and Proprietary
3. Youtube means Engagement Own a Brand Channel in a highly Engaged Environment: Engage via contests, graphics, video walls
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Google Confidential and Proprietary
Advertising will be about engagement not awareness
Consumers will engage…
…using different formats
…about what’s around them
…in new, creative forms of media and commerce
…with their friends
…in many other ways we haven’t thought of yet!
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Google Confidential and Proprietary
Pace Speed beats perfection. Test, learn, iterate. Fast.
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Google Confidential and Proprietary 36
The Web is ‘Social’
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Consumers are engaged in continuous conversations about your brands… in REAL TIME
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Google Confidential and Proprietary
2700 video uploads, 600K views in 14 days…
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Advertising in 2015: Five Truths
• More consumers will spend more time online
• Digitalization of content will lead to display being larger than search
• New tools of access will dissolve the boundaries around a consumer’s right for information
• Advertising will be about engagement not awareness
• Agencies need to recreate themselves for a new paradigm
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Google Confidential and Proprietary
Thank You
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Google Confidential and Proprietary
The ‘Individual’ is Powerful
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• 53% of all Internet users admit to communicating about brands online - Consumer Survey, Europe
9 in 10 consumers trust their peers more than marketers
- Nielsen
71% say they look for recommendations from similar people on a website - Google Market Research
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Google Confidential and Proprietary
Indian Marketers Are Betting On Digital
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70%
353%
19%
-35%
-100%
-50%
0%
50%
100%
150%
200%
250%
300%
350%
400%
IT/ITeS/ Internet
FMCG Consumer Durables
BFSI
%age Change in Online
Marketing Spends
(2008, 2009)
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Google Confidential and Proprietary
Google Offerings Brand Objectives
Unlocking the Google potential : The AIDA approach
Awareness Branding, Launches YouTube, Google
Display Network
24*7 Search Presence, Google Display Network Interest
Creating & Capturing Product interest.
Desire Sustaining Product interest Scaling up loyal traffic to your website
Re-marketing, YouTube Brand Channel
Monitor, Optimize & Experiment
Action Google Analytics
Search Re-search
Integrate offline and online campaigns / messaging to drive maximum impact
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Google Confidential and Proprietary 43