Online Marketing
                                   Tips to maximize your online investment




Olga San Jacinto
Industry ...
About Google…




                                                      2
                Google Confidential and Proprietary
First and Foremost: Google’s Mission

     To organize the world’s information and make it universally
                   ...
Google Is in the “Connections Business”


   Connect consumers
  to ALL the information
      they care about




        ...
Connects Users, Advertisers, and Publishers

                                               Users
                        ...
The challenge: Larger, More Complex Marketing Funnel

   Traditional Analog                                   New Digital
...
Online Marketing Today: Trends




                                                             7
                       G...
Online Trends

 1   Be “Always On” … Your Consumer is Online 24/7




                                                    ...
“Always On”… Your Consumer is Online 24/7




                                                                            ...
“Always On”… Your Consumer is Online 24/7




                                                                            ...
Online Trends

 1   Be “Always On” … Your Consumer is Online 24/7

 2   Be Ready Online for What’s Happening Offline




 ...
Offline Drives Online

      Product Launching




                          Offline Campaigns




                       ...
Check the pulse of the Internet




                                                                        13
           ...
Be ready to react




                                                          14
                    Google Confidential...
Online Trends

 1   Be “Always On” … Your Consumer is Online 24/7

 2   Be Ready Online for What’s Happening Offline

 3  ...
“Atomize & Distribute” via Gadgets




                                                                           16
     ...
Richer and More Engaging Ads




                                                                     17
                 ...
Richer and More Engaging Ads




                                                                     18
                 ...
Richer and More Engaging Ads




                                                                     19
                 ...
Richer and More Engaging Ads




                                                                     20
                 ...
21
Google Confidential and Proprietary
Gadget Ads Deliver Customized Solutions




    Video          Menu          Form              Transaction




           ...
Online Trends

 1   Be “Always On” … Your Consumer is Online 24/7

 2   Be Ready Online for What’s Happening Offline

 3  ...
Advertisers Focus Spend on Big Sites

  55% of online ad display dollars spent on just four sites…
                       ...
Engagement Increases Down the Longtail

      More ad views

           2x as many users (77% vs. 41%) look at            ...
Online Trends

 1   Be “Always On” … Your Consumer is Online 24/7

 2   Be Ready Online for What’s Happening Offline

 3  ...
Video Is Mainstream


8M
Spain unique monthly visitors

Hundreds of
millions of
Worldwide video views daily

#5
Largest si...
Video Is Mainstream

   YT Audience in Spain
                                                         65+
                ...
Engage your customers




                                                              29
                        Google ...
Online Trends

 1   Be “Always On” … Your Consumer is Online 24/7

 2   Be Ready Online for What’s Happening Offline

 3  ...
Connect the Dots: Heinz example




                                                                        31
           ...
Connect the Dots: Heinz example

   YouTube contest            Search ads




                                            ...
Results: Ketchup Sales Go Up




Nearly 4,000 qualified contest entries
                                          “We’ve a...
Online Trends

 1   Be “Always On” … Your Consumer is Online 24/7

 2   Be Ready Online for What’s Happening Offline

 3  ...
Enthusiast Community: MasterCard




                                                                         35
         ...
MasterCard: Let Peyton Talk




                                                                    36
                   ...
MasterCard: Let Victoria Talk, Too




                                                                           37
     ...
Online Trends

 1   Be “Always On” … Your Consumer is Online 24/7

 2   Be Ready Online for What’s Happening Offline

 3  ...
Tomorrow’s success story does not exist today


 This time two years ago,
 had you heard of…




                         ...
Questions?




                                                   40
             Google Confidential and Proprietary
¡Gracias!

www.google.es
 olga@google.com



                                                         41
                 ...
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Google

  1. 1. Online Marketing Tips to maximize your online investment Olga San Jacinto Industry Leader, Finance & Local Google Spain olga@google.com 1 Google Confidential and Proprietary
  2. 2. About Google… 2 Google Confidential and Proprietary
  3. 3. First and Foremost: Google’s Mission To organize the world’s information and make it universally accessible and useful. Offline Content Online Content Billions of items becoming indexed Billions of web pages 3 Google Confidential and Proprietary
  4. 4. Google Is in the “Connections Business” Connect consumers to ALL the information they care about Connect marketers to ALL the customers they care about 4 Google Confidential and Proprietary
  5. 5. Connects Users, Advertisers, and Publishers Users • Relevant and useful information U • Access from anywhere • Ease of use • Objectivity A P Advertisers Publishers • Access to global advertiser network • Precise campaign control • Better user experience • Measurable return on investment • Revenue opportunities • International support and expertise • Increased traffic • Global audience of interested buyers 5 Google Confidential and Proprietary
  6. 6. The challenge: Larger, More Complex Marketing Funnel Traditional Analog New Digital Short-lived, flighted assets Durable, always-on marketing & publicity assets Rich TV Print Radio Direct Mail Catalogs Search Blogs Video Mobile Online Media Display Awareness Interest Consideration Purchase 6 Google Confidential and Proprietary
  7. 7. Online Marketing Today: Trends 7 Google Confidential and Proprietary
  8. 8. Online Trends 1 Be “Always On” … Your Consumer is Online 24/7 8 Google Confidential and Proprietary
  9. 9. “Always On”… Your Consumer is Online 24/7 9 Google Confidential and Proprietary
  10. 10. “Always On”… Your Consumer is Online 24/7 10 Google Confidential and Proprietary
  11. 11. Online Trends 1 Be “Always On” … Your Consumer is Online 24/7 2 Be Ready Online for What’s Happening Offline 11 Google Confidential and Proprietary
  12. 12. Offline Drives Online Product Launching Offline Campaigns Seasonality 12 Google Confidential and Proprietary
  13. 13. Check the pulse of the Internet 13 Google Confidential and Proprietary
  14. 14. Be ready to react 14 Google Confidential and Proprietary
  15. 15. Online Trends 1 Be “Always On” … Your Consumer is Online 24/7 2 Be Ready Online for What’s Happening Offline 3 Don’t Build It and Hope They Come … Atomize and Distribute 15 Google Confidential and Proprietary
  16. 16. “Atomize & Distribute” via Gadgets 16 Google Confidential and Proprietary
  17. 17. Richer and More Engaging Ads 17 Google Confidential and Proprietary
  18. 18. Richer and More Engaging Ads 18 Google Confidential and Proprietary
  19. 19. Richer and More Engaging Ads 19 Google Confidential and Proprietary
  20. 20. Richer and More Engaging Ads 20 Google Confidential and Proprietary
  21. 21. 21 Google Confidential and Proprietary
  22. 22. Gadget Ads Deliver Customized Solutions Video Menu Form Transaction Context-Aware User- Feeds Mashup Generated 22 Google Confidential and Proprietary
  23. 23. Online Trends 1 Be “Always On” … Your Consumer is Online 24/7 2 Be Ready Online for What’s Happening Offline 3 Don’t Build It and Hope They Come … Atomize and Distribute 4 Big Portals are Important, but also Niche Sites 23 Google Confidential and Proprietary
  24. 24. Advertisers Focus Spend on Big Sites 55% of online ad display dollars spent on just four sites… AOL US Online Display Advertising Spend 2% Yahoo MySpace MSN All Other Sites 31% 14% 8% 45% 100% 80% …while just 23% of page views are served by these four sites US Page Views MSN AOL Yahoo MySpace 4% 3% 8% 9% All Other Sites 76% Source: AdRelevance Q1-Q4 2006; “Internet Ad Spend is Display Only,” comScore Media Metrix, Nov 2005. 24 Google Confidential and Proprietary
  25. 25. Engagement Increases Down the Longtail More ad views 2x as many users (77% vs. 41%) look at Portal • Homepage ads on niche sites as engage with ads on portal sites Longer ad views • Users engage with ads on niche sites 4x as long as they do on portal sites Niche Site: Multiple ad views Golf Homepage 5x greater cognitive engagement (multiple • views >.5 secs) with ads on niche sites Source: Enquiro, Sept 2006; The actual advertising used is not shown, highlighted for purposes of presentation only and was not highlighted in the study 25 Google Confidential and Proprietary
  26. 26. Online Trends 1 Be “Always On” … Your Consumer is Online 24/7 2 Be Ready Online for What’s Happening Offline 3 Don’t Build It and Hope They Come … Atomize and Distribute 4 Big Portals are Important, but also Niche Sites 5 Make Video a Part of Your Online Strategy 26 Google Confidential and Proprietary
  27. 27. Video Is Mainstream 8M Spain unique monthly visitors Hundreds of millions of Worldwide video views daily #5 Largest site in Spain Source: Nielsen//NetRatings (Jun 2007) 27 Google Confidential and Proprietary
  28. 28. Video Is Mainstream YT Audience in Spain 65+ 50+ 1% 11% <18 12% +45 35-49 18-34 30% 46% 18-34 44% female 56% male Source: Nielsen//NetRatings (Jun 2007) 28 Google Confidential and Proprietary
  29. 29. Engage your customers 29 Google Confidential and Proprietary
  30. 30. Online Trends 1 Be “Always On” … Your Consumer is Online 24/7 2 Be Ready Online for What’s Happening Offline 3 Don’t Build It and Hope They Come … Atomize and Distribute 4 Big Portals are Important, but also Niche Sites 5 Make Video a Part of Your Online Strategy 6 Close the Circle Offline<>Online 30 Google Confidential and Proprietary
  31. 31. Connect the Dots: Heinz example 31 Google Confidential and Proprietary
  32. 32. Connect the Dots: Heinz example YouTube contest Search ads TopThisTV.com microsite Display Ads Product marketing TV: Winner airs during Emmys 32 Google Confidential and Proprietary
  33. 33. Results: Ketchup Sales Go Up Nearly 4,000 qualified contest entries “We’ve already seen a pick-up 80,000 hours spent watching in the [ketchup] business,” said submissions David Moran, president and chief executive of Heinz North America. 105,000 hours interacting with brand 33 Google Confidential and Proprietary
  34. 34. Online Trends 1 Be “Always On” … Your Consumer is Online 24/7 2 Be Ready Online for What’s Happening Offline 3 Don’t Build It and Hope They Come … Atomize and Distribute 4 Big Portals are Important, but also Niche Sites 5 Make Video a Part of Your Online Strategy 6 Close the Circle Offline<>Online 7 Engage your customers 34 Google Confidential and Proprietary
  35. 35. Enthusiast Community: MasterCard 35 Google Confidential and Proprietary
  36. 36. MasterCard: Let Peyton Talk 36 Google Confidential and Proprietary
  37. 37. MasterCard: Let Victoria Talk, Too 37 Google Confidential and Proprietary
  38. 38. Online Trends 1 Be “Always On” … Your Consumer is Online 24/7 2 Be Ready Online for What’s Happening Offline 3 Don’t Build It and Hope They Come … Atomize and Distribute 4 Big Portals are Important, but also Niche Sites 5 Make Video a Part of Your Online Strategy 6 Close the Circle Offline<>Online 7 Engage your Customers 8 Keep an eye on the future 38 Google Confidential and Proprietary
  39. 39. Tomorrow’s success story does not exist today This time two years ago, had you heard of… 39 Google Confidential and Proprietary
  40. 40. Questions? 40 Google Confidential and Proprietary
  41. 41. ¡Gracias! www.google.es olga@google.com 41 Google Confidential and Proprietary
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