"Marketing - The Digital Paradigm"

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Presentation made by Kiran Mani, Head of Industry Sales, Google India at the Great indian B2B Marketing Summit (3 Dec, Bangalore)

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"Marketing - The Digital Paradigm"

  1. 1. What’s Common?2009 person of the year 2008 person of the year 2007 person of the year 2006 person of the year Google Confidential and Proprietary
  2. 2. And so were all (well most) of you ! Google Confidential and Proprietary 2
  3. 3. BUT THAT WAS 2006 WERE BABIES DID NOT EXIST THE WORLD WAS NOT AS WIRED Google Confidential and Proprietary 3
  4. 4. Google Confidential and Proprietary 4
  5. 5. Information3.5+ BillionSearches in Indiaevery month Google Confidential and Proprietary Source:Google Internal Analysis
  6. 6. Commerce INR 9,259 Cr. E-commerce market sizeSource: http://contentsutra.com/article/indian-e-commerce-market-close-to-1-billion/. This is 2009 data. This number is growing at 30% YoY Google Confidential and Proprietary
  7. 7. Entertainment35 hoursVideo uploaded toYouTube per minuteSource: YouTube internal data Google Confidential and Proprietary
  8. 8. An Opportunity waiting to be Captured81 M users + growing at over 1500% in the last 10 years + nascent Digital ad landscape 35% 30% UK 51 % spent on Digital advertising 25% China Japan 20% China 99 420 US US Japan Latent Opportunity 15% 239 India Russia Brazil 59 Russia 10% UK Brazil India 5% 76 81 0%-500% 0% 500% 1000% 1500% 2000% 2500% -5% % growth in users (2000 – 10) Source: Internetworldstats.com Google Confidential and Proprietary
  9. 9. How meaningful is Internet audience in India Internet Users 81 Mn SEC AB, 15-34 33 Mn Urban India 244 Mn Twice the size of the most targeted audience cluster Google Confidential and Proprietary 9IRS (15+ years) and Comscore
  10. 10. Internet and the English speaking audience The  Internet   Leading  English   English   English   news  dailies   Channels   Magazines  Reach 65 M 18 M 8M 7.3 M urban readers households readers Ad Rs. 6000 Cr.* Rs. 2000 Cr. * Rs. 800 Cr Rs. 800 Cr.*SpendSource: Icube report 2010, IRS 2010. Estimations based on % reach of all media. Initial Data from Group M media report Google Confidential and Proprietary 10
  11. 11. Mobile Landscape 600 M + Mobile Users 150+ M data enabled devices in India today 30-35 M Mobile Internet usersSource: http://gigaom.com/2010/06/10/india-3g-subscribers/ Google Confidential and Proprietary
  12. 12. Internet: The Intersection of Science & Creativity Google Confidential and Proprietary 12
  13. 13. What is Your Digital Footprint? Google Confidential and Proprietary 13
  14. 14. How Marketers Can Adopt The 5Ps of DigitalMarketing P ULSE ERFORMANCE RECISION ARTICIPATION ACE Google Confidential and Proprietary
  15. 15. PulseThe Internet is the new gateway. Do you know how yourconsumer has changed? Google Confidential and Proprietary
  16. 16. Offline is Online, Online is Offline Google Confidential and Proprietary 16
  17. 17. The Hot trends Google Confidential and Proprietary 17
  18. 18. BA used it for connecting with their audience Google Confidential and Proprietary
  19. 19. PresenceYour digital presence is premium shelf space. Use it towin friends and influence consumers Google Confidential and Proprietary
  20. 20. The Internet is the Zero ‘Moment of Truth’ The Internet is the first place I usually go to when researching products to buy. 60% I have changed my 39% mind about which brand to buy following research on the web.Source: Consumer Commerce Barometer 2010, Google India Google Confidential and Proprietary 20
  21. 21. Occupy your online shelf space Sponsored Results Organic Results Hair Care Category – 1.4 Million plus monthly queries 200% YOY Growth Google Confidential and Proprietary 21
  22. 22. Here’s how Kerala tourism did it! Google Confidential and Proprietary
  23. 23. PrecisionDefine and target online moments of relevance Google Confidential and Proprietary
  24. 24. Fragmentation Is Now An Opportunity Google Confidential and Proprietary 24
  25. 25. Google Display Network: A ‘Perfect’ Ad for Everyone Google Confidential and Proprietary 25
  26. 26. “Fish Where The Fish Are” Google Confidential and Proprietary 26
  27. 27. ParticipationAllow your consumer to share your brand equity Google Confidential and Proprietary
  28. 28. What do marketers care about? Reach Engagement Resonance Youtube = Reach + Resonance+ Engagement Google Confidential and Proprietary
  29. 29. YouTube Allows Your Consumer To Participate… 2nd largest search engine 15 Million monthly Unique Visitors  14 minutes average time spent by a user  500,000 Unique Visitors per day  Premium Channel Partners - (Colors, Yash Raj films, NDTV, ESPN, Midday) Google Confidential and Proprietary
  30. 30. Here are some examples.. Google Confidential and Proprietary
  31. 31. 2. Youtube means Relevance Associate your brand with popular content Google Confidential and Proprietary
  32. 32. 2. Youtube means Relevance Be contextually relevant Google Confidential and Proprietary
  33. 33. 3. Youtube means EngagementOwn a Brand Channel in a highly Engaged Environment: Engage via contests, graphics, video walls Google Confidential and Proprietary
  34. 34. Advertising will be about engagementnot awareness Consumers will engage… …using different formats …about what’s around them …in new, creative forms of media and commerce …with their friends …in many other ways we haven’t thought of yet! Google Confidential and Proprietary
  35. 35. PaceSpeed beats perfection. Test, learn, iterate. Fast. Google Confidential and Proprietary
  36. 36. The Web is ‘Social’ Consumers are engaged in continuous conversations about your brands… in REAL TIME 36 Google Confidential and Proprietary 36
  37. 37. 2700 video uploads, 600K views in 14 days… Google Confidential and Proprietary
  38. 38. Advertising in 2015: Five Truths•  More consumers will spend more time online•  Digitalization of content will lead to display being larger than search•  New tools of access will dissolve the boundaries around a consumer’s right for information•  Advertising will be about engagement not awareness•  Agencies need to recreate themselves for a new paradigm
  39. 39. Thank You Google Confidential and Proprietary 39
  40. 40. The ‘Individual’ is Powerful •  53% of all Internet users admit to communicating about brands online - Consumer Survey, Europe 9 in 10 consumers trust their peers more than marketers - Nielsen 71% say they look for recommendations from similar people on a website - Google Market Research Google Confidential and Proprietary 40
  41. 41. Indian Marketers Are Betting On Digital 400% 353% %age Change 350% in Online Marketing 300% Spends (2008, 2009) 250% 200% 150% 100% 70% 50% 19% 0% -50% -35% -100% IT/ITeS/ FMCG Consumer BFSI Internet Durables Google Confidential and Proprietary 41
  42. 42. Unlocking the Google potential : The AIDA approach Search Re-search Brand Objectives Google OfferingsBranding, Launches YouTube, Google Awareness Display NetworkCreating & Capturing Product 24*7 Search Presence, Googleinterest. Interest Display NetworkSustaining Product interestScaling up loyal traffic to your Desire Re-marketing, YouTube Brandwebsite Channel Google AnalyticsMonitor, Optimize & ActionExperiment Integrate offline and online campaigns / messaging to drive maximum Google Confidential and Proprietary impact
  43. 43. Google Confidential and Proprietary 43

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