"Marketing - The Digital Paradigm"
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Presentation made by Kiran Mani, Head of Industry Sales, Google India at the Great indian B2B Marketing Summit (3 Dec, Bangalore)
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"Marketing - The Digital Paradigm"
- 1. What’s Common? 2009 person of the year 2008 person of the year 2007 person of the year 2006 person of the year Google Confidential and Proprietary
- 2. And so were all (well most) of you ! Google Confidential and Proprietary 2
- 3. BUT THAT WAS 2006 WERE BABIES DID NOT EXIST THE WORLD WAS NOT AS WIRED Google Confidential and Proprietary 3
- 4. Google Confidential and Proprietary 4
- 5. Information 3.5+ Billion Searches in India every month Google Confidential and Proprietary Source:Google Internal Analysis
- 6. Commerce INR 9,259 Cr. E-commerce market size Source: http://contentsutra.com/article/indian-e-commerce-market-close-to-1-billion/. This is 2009 data. This number is growing at 30% YoY Google Confidential and Proprietary
- 7. Entertainment 35 hours Video uploaded to YouTube per minute Source: YouTube internal data Google Confidential and Proprietary
- 8. An Opportunity waiting to be Captured 81 M users + growing at over 1500% in the last 10 years + nascent Digital ad landscape 35% 30% UK 51 % spent on Digital advertising 25% China Japan 20% China 99 420 US US Japan Latent Opportunity 15% 239 India Russia Brazil 59 Russia 10% UK Brazil India 5% 76 81 0% -500% 0% 500% 1000% 1500% 2000% 2500% -5% % growth in users (2000 – 10) Source: Internetworldstats.com Google Confidential and Proprietary
- 9. How meaningful is Internet audience in India Internet Users 81 Mn SEC AB, 15-34 33 Mn Urban India 244 Mn Twice the size of the most targeted audience cluster Google Confidential and Proprietary 9 IRS (15+ years) and Comscore
- 10. Internet and the English speaking audience The Internet Leading English English English news dailies Channels Magazines Reach 65 M 18 M 8M 7.3 M urban readers households readers Ad Rs. 6000 Cr.* Rs. 2000 Cr. * Rs. 800 Cr Rs. 800 Cr.* Spend Source: Icube report 2010, IRS 2010. Estimations based on % reach of all media. Initial Data from Group M media report Google Confidential and Proprietary 10
- 11. Mobile Landscape 600 M + Mobile Users 150+ M data enabled devices in India today 30-35 M Mobile Internet users Source: http://gigaom.com/2010/06/10/india-3g-subscribers/ Google Confidential and Proprietary
- 12. Internet: The Intersection of Science & Creativity Google Confidential and Proprietary 12
- 13. What is Your Digital Footprint? Google Confidential and Proprietary 13
- 14. How Marketers Can Adopt The 5Ps of Digital Marketing P ULSE ERFORMANCE RECISION ARTICIPATION ACE Google Confidential and Proprietary
- 15. Pulse The Internet is the new gateway. Do you know how your consumer has changed? Google Confidential and Proprietary
- 16. Offline is Online, Online is Offline Google Confidential and Proprietary 16
- 17. The Hot trends Google Confidential and Proprietary 17
- 18. BA used it for connecting with their audience Google Confidential and Proprietary
- 19. Presence Your digital presence is premium shelf space. Use it to win friends and influence consumers Google Confidential and Proprietary
- 20. The Internet is the Zero ‘Moment of Truth’ The Internet is the first place I usually go to when researching products to buy. 60% I have changed my 39% mind about which brand to buy following research on the web. Source: Consumer Commerce Barometer 2010, Google India Google Confidential and Proprietary 20
- 21. Occupy your online shelf space Sponsored Results Organic Results Hair Care Category – 1.4 Million plus monthly queries 200% YOY Growth Google Confidential and Proprietary 21
- 22. Here’s how Kerala tourism did it! Google Confidential and Proprietary
- 23. Precision Define and target online moments of relevance Google Confidential and Proprietary
- 24. Fragmentation Is Now An Opportunity Google Confidential and Proprietary 24
- 25. Google Display Network: A ‘Perfect’ Ad for Everyone Google Confidential and Proprietary 25
- 26. “Fish Where The Fish Are” Google Confidential and Proprietary 26
- 27. Participation Allow your consumer to share your brand equity Google Confidential and Proprietary
- 28. What do marketers care about? Reach Engagement Resonance Youtube = Reach + Resonance+ Engagement Google Confidential and Proprietary
- 29. YouTube Allows Your Consumer To Participate… 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) Google Confidential and Proprietary
- 30. Here are some examples.. Google Confidential and Proprietary
- 31. 2. Youtube means Relevance Associate your brand with popular content Google Confidential and Proprietary
- 32. 2. Youtube means Relevance Be contextually relevant Google Confidential and Proprietary
- 33. 3. Youtube means Engagement Own a Brand Channel in a highly Engaged Environment: Engage via contests, graphics, video walls Google Confidential and Proprietary
- 34. 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! Google Confidential and Proprietary
- 35. Pace Speed beats perfection. Test, learn, iterate. Fast. Google Confidential and Proprietary
- 36. The Web is ‘Social’ Consumers are engaged in continuous conversations about your brands… in REAL TIME 36 Google Confidential and Proprietary 36
- 37. 2700 video uploads, 600K views in 14 days… Google Confidential and Proprietary
- 38. 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
- 39. Thank You Google Confidential and Proprietary 39
- 40. The ‘Individual’ is Powerful • 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 Google Confidential and Proprietary 40
- 41. Indian Marketers Are Betting On Digital 400% 353% %age Change 350% in Online Marketing 300% Spends (2008, 2009) 250% 200% 150% 100% 70% 50% 19% 0% -50% -35% -100% IT/ITeS/ FMCG Consumer BFSI Internet Durables Google Confidential and Proprietary 41
- 42. Unlocking the Google potential : The AIDA approach Search Re-search Brand Objectives Google Offerings Branding, Launches YouTube, Google Awareness Display Network Creating & Capturing Product 24*7 Search Presence, Google interest. Interest Display Network Sustaining Product interest Scaling up loyal traffic to your Desire Re-marketing, YouTube Brand website Channel Google Analytics Monitor, Optimize & Action Experiment Integrate offline and online campaigns / messaging to drive maximum Google Confidential and Proprietary impact
- 43. Google Confidential and Proprietary 43