Online Future for the Directory Assistance Industry


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Exploring a future for Directory Assistance service providers in an industry that is being invaded and having its profits decimated by Google.

Presentation by Farhad Divecha for the Keynote session at the 2009 International Innovation Awards from 118Tracker

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Online Future for the Directory Assistance Industry

  1. 1. Online Futures By Farhad @AccuraCast
  2. 2. About AccuraCast <ul><li>London’s leading search engine marketing agency </li></ul><ul><li>First & foremost mobile search marketing agency </li></ul><ul><li>One of the first Google Qualified Companies in UK </li></ul><ul><li>Recognised authority on next-generation search marketing (Forbes, Business Week, CNet) </li></ul><ul><li>Registered 100% Ethical SEO ® </li></ul><ul><li>Over 100 clients worldwide </li></ul><ul><li>Founded in February 2004 </li></ul>
  3. 3. Our Services <ul><li>Search engine optimisation (SEO) </li></ul><ul><li>Paid search advertising (PPC) </li></ul><ul><li>Mobile search marketing </li></ul><ul><li>Social media marketing </li></ul><ul><li>Multilingual marketing </li></ul>
  4. 4. Clients
  5. 5. <ul><li>Should you fight Google? </li></ul><ul><li>Exploring opportunities in a world dominated by Google </li></ul><ul><li>Case studies: Companies that had Google invade their space and yet survived </li></ul>Agenda
  6. 6. <ul><li>Who makes Google money? </li></ul>Who Are Google’s Clients?
  7. 8. <ul><li>Loyal customer base </li></ul><ul><li>Always puts customers first </li></ul><ul><ul><li>Even above advertisers!! </li></ul></ul><ul><li>Robust advertising solution with proven results </li></ul><ul><li>Constant innovation </li></ul><ul><li>76.7 billion out of 113 billion searches worldwide on Google in July 2009 => 67.6% market share (comScore) </li></ul>What makes Google... GOOGLE?
  8. 9. <ul><li>8.9 billion searches on Yahoo! </li></ul><ul><li>8 billion searches on Baidu </li></ul><ul><li>3.3 billion searches on Microsoft </li></ul><ul><li>YouTube monetisation </li></ul><ul><li>Google Audio Ads </li></ul><ul><li>Google Print Ads </li></ul><ul><li>Pay per call advertising </li></ul><ul><li>Jaiku </li></ul>But Then...
  9. 10. <ul><li>In search – NO </li></ul><ul><li>Elsewhere – Maybe </li></ul><ul><li>Plenty of opportunities to coexist </li></ul><ul><ul><li>Partner with Google </li></ul></ul><ul><ul><li>Play just outside their turf </li></ul></ul><ul><ul><li>Use Google as a marketing medium </li></ul></ul>So, Should You Fight Google?
  10. 11. Marketing Potential On Google
  11. 12. Who’s Tapping Into Potential?
  12. 13. Other Potential Being Tapped
  13. 14. <ul><li>Google Analytics – Free! </li></ul><ul><li>Omniture & Nedstat differentiate by providing much more in-depth services at a much higher price tag </li></ul>Case Study: Analytics
  14. 15. <ul><li>Google Product Search </li></ul><ul><li>Kelkoo, MoneySupermarket, Shopzilla, CompareTheMarket etc. use Google to fight Google </li></ul>Case Study: Price Comparison
  15. 16. <ul><li>Google Orkut </li></ul><ul><li>Facebook innovates, clears up the screen space, gives users the experience they want </li></ul><ul><li>Listens to user feedback! </li></ul>Case Study: Social Media
  16. 17. <ul><li>YouTube </li></ul><ul><li>TV networks & manufacturers are adapting to Google and changing user habits </li></ul><ul><ul><li>Lower ad rates </li></ul></ul><ul><ul><li>Online content </li></ul></ul><ul><ul><li>Bringing the Internet to the TV </li></ul></ul>Case Study: TV
  17. 18. <ul><li>Broaden reach on search </li></ul><ul><ul><li>Target popular keyword categories </li></ul></ul><ul><ul><li>Optimise & advertise </li></ul></ul><ul><li>Provide new ad formats on site </li></ul><ul><li>Pay per call, In-call advertising </li></ul><ul><li>Socialise </li></ul><ul><li>Join forces with Yahoo!, Live, Baidu </li></ul><ul><li>Listen to your users!!! </li></ul>Opportunities
  18. 19. Where Can You Broaden Reach?
  19. 20. Thank You Farhad Divecha Director, AccuraCast [email_address] Phone: +44 800 019 6813
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