Building a Brand in the Age of Google
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ppropriate for audiences ranging from introductory through advanced. Presented to a umber of clients, including brand marketing students at Cornell University.
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Building a Brand in the Age of Google
- 1. Building a Brand in the Age of Google Improved! Now with extra brandiness!
- 3. Whose brand are we building here? 3
- 4. Pick a brand... any brand 4
- 6. Does this build a brand? 6
- 7. What about this? 7
- 8. Google vs. TV Top 10 32 24 16 8 0 Weekly viewers/visitors (millions) TV Top 10 Google
- 9. Google vs. CBS 22.0 16.5 11.0 5.5 0 2007 revenue (billions) 2008 revenue (billions) CBS Google
- 10. How do customers find you? Referred - Earned/Paid Direct Navigation Media Search – Natural & Paid Email
- 11. Inbox overload
- 12. 4.1 billion mobile phones worldwide Over 50% market penetration worldwide - in 26 years 22 million people use the mobile web every day 12 Not just PC’s
- 13. How to respond 13 ■ Remarketing ■ Testing ■ Measurement and Analytics
- 14. Remarketing 14 Cookie attached to guest browser Guest visits brand website Guest sees hotel ad on network sites, driving repeat visits/conversions Google’s display network reaches 71% of hotel travelers every day on average
- 15. Geo-targeted remarketing 15
- 16. Budgeting remarketing 16
- 17. Example ads 17
- 18. Optimizing remarketing 18
- 19. Example network sites 19
- 20. Remarketing example 20
- 21. Testing 21 Control/champion Challenger Challenger Challenger creative
- 23. Challenger 1
- 24. Challenger 2
- 25. Search tests
- 27. “The future is already here, it’s just not evenly distributed” – William Gibson 27
- 28. Helpful resources 28 ■ Online Marketing ■ Seth Godin’s blog: http://sethgodin.typepad.com/ ■ Mike Moran’s Biznology: http://www.mikemoran.com/ biznology/ ■ Steve Rubel’s Micropersuasion: http:// www.micropersuasion.com/ ■ David Armano’s Logic + Emotion: http:// darmano.typepad.com/
- 29. References • TV Top10 Ratings (January 19-25, 2009) Retrieved from: http:// blog.nielsen.com/nielsenwire/tag/cbs/page/7/ • Google 1.2 billion weekly searches (January 2009) Retrieved from: http:// www.comscore.com/blog/2008/03/universal_search_a_first_look.html • CBS 2008 financial information retrieved from: http://seekingalpha.com/ article/121341-cbs-corporation-q4-2008-earnings-call-transcript? page=4 • Google 2008 financial information retrieved from: http:// www.google.com/intl/en/press/pressrel/revenues_q408.html • Mobile phone usage: http://www.comscore.com/press/release.asp? press=2752 • Mobile phone penetration: http://www.itu.int/ITU-D/ict/publications/idi/ 2009/material/IDI2009_w5.pdf
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- Google most visited site on Internet. 33 million weekly visitors. 1.2 billion searches weekly. YouTube third most visited. Yahoo #2. \n
- CBS declined 1% from $14.14 billion to $14 billion even. Google grew from almost $17 billion to almost $22 billion. Don’t forget CBS is more than just TV. They also have outdoor and online with things like Cnet. \n
- Social shows up both as referred and emailed. A link from a blog or through a Facebook message is “just” a referrer. Same goes for email\n
- Just the last few weeks emails with words “offer” and “hurry”\n
- 50% of Americans over 65 have mobile \n
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