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1. The 4 Giants Shaped Internet as Marketing Platform
Source:
Harvard Business School 9-513-060
Rev : December 12, 2013
Summarized by :
Dian Atika, Rafika Puar, Rery Indra Kusuma

2.  Case Summary
 Main Issue
 Problem Statement
 Analysis
 Reccomendation

3. These 4 giants hold its own benefit advantage and shaped
marketing platform and capitalized at close to $1 trilion
Lead on
online
advertising
Lead on
Social
Engagement
Lead on
online
retailing
Lead on put
standard of
device
interface

4. Analysis: In the effort to keep
growing -Diverse and Competition
Online
Advertising
Retailing of
digital content
Digital
Television
Payment
system and
banking

5. The Modern Era Begins:
Becomes Profitable!
Y2014: rumoured to be entering smartphone market

6. Then came
2012
Got $43 billion
Gross revenues
97% = advertising
1998
Google
launched
2000
Began to sell
text advertising
2003
Introduced
Adsense
2004
Set out to scan
and index
2006
Acquired
youtube
2007
Acquired
double click
Keep growing...

7. http://cdn.churchm.ag/wp-
content/uploads/2011/08/apple-timeline-final.jpg

8. TRANSFORM THE INTERNET
EXPERIENCE
 Facebook launched on 2005. It did not begin to grow until
about 2009. In just 2 years, it increase epidemicly from 2%
to 20%.
 By 2013, 153 million people were visiting facebook
 Facebook dominating time online
 Most offacebook revenues come from advertising
 Late in 2012, facebook launched its facebook exchange
 It revenues $15billion on 2012

9. Search Engine
Marketing had revolutinized publishing, but
the desk-bound age was transitioning at
breathtaking speed to one that relied on
mobile device
Would search engine survive?

10. Social Network
Many sessions began with a visit a social
network.
How aggresively should marketing firms court
the favors of social-commerce platforms?

11. E-commerce:
Online Retailing
E-commerce mechants were paying a toll to
firms like Google and Yahoo! To drive traffic to
their online store.
Would the self-sufficient marketing systems of
online merchants like amazon let other
merchants by pass the tolls?

12. USD 0
USD 20
USD 40
USD 60
USD 80
USD 100
USD 120
USD 140
USD 160
USD 180
USD 200
OFFLINE DIRECT
MARKETING
ONLINE
US MARKETER SPENT /YEAR IN USD

13. Online Advertising Spending in 2012
Media Spending
Search advertising desktops and Laptops
Paid search $16.0 billion
Search advertising on mobile devices
Paid search $2.0 billion
Display advertising on desktops and laptops
Banners
Digital Video and Rich Media
Sponsorship and lead generation
$8.0 billion
$ 3.4 billion
$ 2.7 billion
Display advertising on mobile devices
Advertising in application
Advertising on mobile websites
$1.3 billion
Classified (e.g., auto and real estate listings,
jobs, auction listings, yellow pages)
$2.7 billion
E-mail (banners and links that appear in e-mail
newsletter and other commercial e-mail)
$0.4 billion

14. 1. We can see that Google take role in every
segment of battle. It’s a good step to make their
company bigger but Google should also
maintained their lead position in search engine
sector by innovation and technology.
2. Apple, Amazon, and Facebook has their own
leading sector. As google keep continue
acquistion to take share on rivals 3 markets, they
should find strategy to fight google rivality.
3. Marketing firms court the favors of social-
commerce platforms.
4. Self-sufficient marketing systems of online
merchants like amazon let other merchants by
pass the tolls will help their grow.

15. Thank You...