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  • 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. About Google… 2 Google Confidential and Proprietary
  • 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. 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. 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. 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. Online Marketing Today: Trends 7 Google Confidential and Proprietary
  • 8. Online Trends 1 Be “Always On” … Your Consumer is Online 24/7 8 Google Confidential and Proprietary
  • 9. “Always On”… Your Consumer is Online 24/7 9 Google Confidential and Proprietary
  • 10. “Always On”… Your Consumer is Online 24/7 10 Google Confidential and Proprietary
  • 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. Offline Drives Online Product Launching Offline Campaigns Seasonality 12 Google Confidential and Proprietary
  • 13. Check the pulse of the Internet 13 Google Confidential and Proprietary
  • 14. Be ready to react 14 Google Confidential and Proprietary
  • 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. “Atomize & Distribute” via Gadgets 16 Google Confidential and Proprietary
  • 17. Richer and More Engaging Ads 17 Google Confidential and Proprietary
  • 18. Richer and More Engaging Ads 18 Google Confidential and Proprietary
  • 19. Richer and More Engaging Ads 19 Google Confidential and Proprietary
  • 20. Richer and More Engaging Ads 20 Google Confidential and Proprietary
  • 21. 21 Google Confidential and Proprietary
  • 22. Gadget Ads Deliver Customized Solutions Video Menu Form Transaction Context-Aware User- Feeds Mashup Generated 22 Google Confidential and Proprietary
  • 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. 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. 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. 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. 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. 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. Engage your customers 29 Google Confidential and Proprietary
  • 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. Connect the Dots: Heinz example 31 Google Confidential and Proprietary
  • 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. 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. 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. Enthusiast Community: MasterCard 35 Google Confidential and Proprietary
  • 36. MasterCard: Let Peyton Talk 36 Google Confidential and Proprietary
  • 37. MasterCard: Let Victoria Talk, Too 37 Google Confidential and Proprietary
  • 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. Tomorrow’s success story does not exist today This time two years ago, had you heard of… 39 Google Confidential and Proprietary
  • 40. Questions? 40 Google Confidential and Proprietary
  • 41. ¡Gracias! www.google.es olga@google.com 41 Google Confidential and Proprietary