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6. Google presentation 2011
 

6. Google presentation 2011

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Bài phát biểu của Google tại Hội thảo CyberAgent Net-Impact in Ho Chi Minh 2011 ngày 16/9 tại Sheraton Hồ Chí Minh.

Bài phát biểu của Google tại Hội thảo CyberAgent Net-Impact in Ho Chi Minh 2011 ngày 16/9 tại Sheraton Hồ Chí Minh.

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  • And last but not least, a tool that was already mentioned, Google Insights.This is a free tool which is fantastic for providing a measurement of how search volumes for particular terms that you specify have evolved over a set time frame and how the trends compare between countriesSo, for instance, in this example, I picked the search term wedding dress, time frame last 12 months and US, UK, AUS and Italy as the target markets and as you can observe Australia is the country where users are the most likely to search for the term wedding dress relative to the others.Insights for search is a great tool to understand the dynamics of the markets you operate in and can also give you insights into your competitors and different seasonality patterns for your business.
  • Search Screen Capture
  • Let’s walk through how Contextually Targeting by topic works. In this scenario, let’s say you’ve chosen to target the Gardening sub-category. To determine whether a given web page is about gardening, our crawler analyzes web content, including such factors as keywords, word placement and linguistics. Based on this information, our crawler is able to determine that this page is, indeed, related to gardening, and your ad becomes eligible to serve on it.We understand the meaning of a web page based on factors like: Keywords Frequency of words Font sizes Word placement Linguistics/languageTargeting is done at the page level, not site level.
  • When the ad running for some time, with or without room for improvement we would like to have more data to support our department decided to do next when you can refer to. Google Analytics (analysis) to be willing to help you quickly and accurately to the desired information1 How do I know my shop, friends, magazines, publicity, set just after2, how many customers a day, stay a few long, interest in the longer mean stay, the greater the chance of a successful purchase3 Department of guests staying the longest side of a showcase, the best selling products edges up4 guests per day to mainly locals or foreigners, while countries who are more side languages

6. Google presentation 2011 6. Google presentation 2011 Presentation Transcript

  • Growing Your Business with Google
    Sergio Salvador, Head of Business Development Southeast Asia
  • Growing Your Business
  • Almost 2b People Online Globally
  • Information
    20 Years AgoLocal libraries, morning papers
    Now4+ billion global searches per day
    4
    Source: According to Comscore, in June 2008 there were over 60 billion searches conducted worldwide - equivalent to more than 2 billion searches per day on average
  • Communication
    Now210 billionEmails & IMs sent per day
    Now1m postsUploaded daily by bloggers
    Source: Gizmodo, Dec 09
  • Entertainment
    3.5 hours
    Video uploaded on YouTube per minute
    Equal to 235,000
    Full-length movies uploaded per week
    Source: Google data, Nov 10
  • Community
    20 Years AgoPenPal and social clubs
    Now1.7+ billionglobal users on Social Media
    Now
    5,000 every second
    Number of tweets at peak time
    Source: Mary Meeker, Oct 09 & Apr 10
  • Mobile
    Now5billion mobile subscribers
    Over 3B app downloads and counting
    Average Android user downloads 40 apps
    25% of iPhone & Android users spend2 hrs/day in apps
    8
    Source: Google Internal Data, based on a basket of 20,000 keywords within the shopping category, AdMob May 2010, Complete Inc. 09, mocoNews 09
  • Business
    80%
    80%
    of B2B customers search for products & services before purchase*
    Source: Marketing Sherpa B-to-B Marketing Lead Generation, Nurturing, and Conversion Stats & Tactics, June 2007
  • Travel Searches in Vietnam
    32x GrowthTravel category Google search queries volume growth for Vietnam since 2005
    Sources: Google Internal Travel Categories Search Queries Volume Trend
  • 11
    Shift in Media Consumption: Internet time is more than 2.5x time spent on TV
    Media Consumption
    36h
    14h
    6h
    3h
    Q: Approximately how many days in a typical week do you do each of the following activities/ Approximately how long do you spend doing each of these activities on the days that you do them?
    n=1094
    Base: All Respondents (Natural fall-out)
  • 12
    E-Commerce is New and Growing rapidly in Vietnam
    2009
    Year Began Purchasing Products Online
    16%
    I have never purchased a product online
    Less than 6 months ago
    2010
    Had purchased online
    Have purchased online
    2 or more years ago (2008 or earlier)
    73%
    1 year to less than 2 years ago (2008-2009)
    6 months to less than 1 year (2009-2010)
    n=1094
    Q: When did you begin purchasing products online?
    Base: All Respondents (Natural fall-out)
  • 13
    Shift in Media Consumption influences Purchase Behaviour
    Purchase Offline
    Purchase Online
    Research Online*
    83%
    ... But 98% of all purchases involve Online Research before purchase
    15%
    Research Offline**
    0%
    2%
    A vast Majority of Purchases are made In-Store...
    n=2288
    Base: All purchases made either online or at a store and used at least one source
  • 14
    84%
    82%
    85%
    Online is Prime Medium at every step of the Purchasing Funnel
    Most Helpful Source at Each Phase
    General information gathering
    Percent Who Participated at Each Phase
    Evaluation & comparing
    Final purchase decision
    Internet/online sources are most helpful in every phase
    Friends/family are also helpful in the final decision phase
    n=343
    Base: Mobile Phone Sub-Group who used at least one source
    Q: For every phase, please indicate the one source that was most helpful during that phase
  • So what does this change towards online media mean to you?
    You can benefit and grow your business if you take advantage of online media
  • 4 Steps to successfully grow your business
    16
  • #1 Internationalise your website
  • International Website
    Use simple, clear language
    Use target market terms
    Eg. Cell phone vs. mobile phone
    Quote prices in target market currencies
    Consider Measurement units Eg. pounds vs. kilograms
    Consider getting your site translated
  • Communication with international customers
    Specify your location and hours of availability
    Offer chat support if possible
    Go the extra mile to understand their concerns and provide answers.
  • International Payments
    Payment methods you offer can be a deciding factor when buyers consider whether or not to purchase from you.
  • International Postage
    Set expectations about delivery time
    Specify destination postage rates
    Offer a selection of postage services
    Explain custom duties and taxes
    Offer trackable postage service to increase confidence
  • #2 Find Demand
    Google Confidential and Proprietary
    22
    22
  • Search engine is a door to all sites ...…
    81%
    of internet users enter sites through a search engine
    The Internet is a complex world
    Affiliates
    Ad Networks
    widgets
    CRM
    Social networks
    URLs
    URLs
    Behavioural targeting
    Rich Media
    gadgets
    SEO
    email
    Branded entertainment
    Contextual targeting
    Interruptive media
    Viral marketing
    SEM
    Database marketing
    Paid-for-search
    banners
    In-game
    Video on demand
    Pre / post roll
    tenancies
    Brand channels
    Tagging
    Web analytics
  • Europe: 91%
    Asia Pacific: 88%
    America: 92%
    Connect to Users – Wherever They Are
    Google’s Reach
    Source: comScore Custom Analysis, September 2006; comScore, January 2007
  • Insights for search
    Select your keywords or products
    Select your countries / regions to compare
    View search query demand by country over time
  • #3 Capture Demand
    Google Confidential and Proprietary
    26
    26
  • Our Vision for Online Advertising
    Grow onlineadvertising to help everyonecapture more value
  • How do advertisers fit Into Google’s vision?
    Publishers Advertisers
    Worry-free monetization Return on media spend
    P
    A
    Ensured through
    • Greater efficiency of ad operations
    • Insights to your business
    • Control over ads that appear on your properties
    Ensured through
    • Scale matched with precision
    • Insights & accountability
    Consumers
    C
    Engaged audiences
    Ensured through
    • Meaningful ad formats
    • Targeted environments
  • Advertising (AdWords)
    hotels in ho chi minh city
    Organic Search
  • Google Search Network
  • Contextual target through several ad formats
    We understand the meaning of a web page.
    Various ad formats can be shown on relevant content.
    Page topic:
    Home & Garden >> Gardening
  • Target your prospects through creative, rich media formats on Youtube
    If you don’t have video content
    If you have video content
    YouTube Channel
    InVideo Overlays
    Promoted Videos
    Display Ads on Watch
    Click to Play Ads
    In-stream Ads
    Display ads
  • Reach out to overseas prospects through Google’s Display network
    Reach over 80%Internet Users
  • Google Products
    Mobile Ads
    A comprehensive approach
    Search Partners
    Display Network
    Click to call
    Most Google products are also available on mobile
  • Why it works
    35
  • #4 Measure & Refine
  • Conversion Tracking: Measure ROI from your online campaigns
    See which campaigns get the most conversions.
  • Google Analytics provides Answers to Difficult Questions
    How are users engaging
    with my site?
    Where is the traffic from?
    Am I creating
    effective content?
    Where and why are visitors abandoning my shopping cart?
    How do I improve site interaction?
    Google Confidential and Proprietary
    3
  • Case study – Song Huong Bookstore
  • 40
    Key Takeaways
  • Thank you
    Sergio Salvador, Head of Business Development Southeast Asia