Google by zhenzheng lin

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Google by zhenzheng lin

  1. 1. By Zhenzheng Lin ADV 420 Fall 2011 NMDL Final Project
  2. 2. Google –Business Overview <ul><li>Established in 1998, it has now surpassed Time Warner to be the number one revenue generating media conglomerates. </li></ul><ul><li>Three major acquisitions in Google’s history with over USD 1 billion price tag. </li></ul><ul><ul><li>On October, 2006, Google acquired Doubleclick for USD 1.65 billion. </li></ul></ul><ul><ul><li>On April 2007, Google acquired video sharing site Youtube for USD 3.1 billion. </li></ul></ul><ul><ul><li>On April, 2011, mobile giant Motorola for USD 12.5 billion. </li></ul></ul><ul><li>Google’s annual revenue in 2011 -USD 37.0 billion. </li></ul><ul><ul><li>Paid search revenue (mostly Google Adwords) accounts for 69 percent (USD 25.53 billion) </li></ul></ul><ul><ul><li>Display advertising revenue (Adsense display, sales of video and banner ads on YouTube) accounts for 26 percent, with the amount of USD 9.62 billion. </li></ul></ul><ul><ul><li>Google’s mobile advising sector, a run rate of over USD 2.5 billion </li></ul></ul><ul><li>  </li></ul>
  3. 3. Challenges and Goals <ul><li>Google’s effort in Youtube and Adsense has been paying off </li></ul><ul><li>The current focus is on the development of mobile advising sector </li></ul><ul><li>The internet is moving to mobile </li></ul><ul><li>Google’s conquest towards the mobile world is just at the beginning </li></ul><ul><li>Google should utilize its own social media products to expand its mobile coverage </li></ul><ul><li>Fully develop and control consumers’ end products, which can be: </li></ul><ul><ul><li>mobile video </li></ul></ul><ul><ul><li>social network </li></ul></ul><ul><ul><li>mobile payment tools </li></ul></ul><ul><ul><li>mobile GPS device </li></ul></ul><ul><ul><li>mobile phones. </li></ul></ul><ul><li>  </li></ul>
  4. 4. Google –The Advertising Company <ul><li>The essential theme of Google’s products - </li></ul><ul><ul><li>To generate advertising revenues through the established marketing channels by connecting distributers and consumers. </li></ul></ul><ul><ul><li>Public campaigns would emphasize publicity for distributers for consumer, and resource for consumers </li></ul></ul><ul><li>  </li></ul>
  5. 5. Introduction Strategies <ul><li>“ Search Your Life Perfectly” </li></ul><ul><li>Google is not only about “making money without doing evil”. </li></ul><ul><li>Utilizing own Youtube and Google Plus sites, using successful example from previous super bowl ad Parisian Love to fully create public buzz </li></ul><ul><li>Collecting lovely stories from users around the world, encourage them to share on Youtube </li></ul><ul><li>Collecting inspiring search stories using Google’s search engine </li></ul><ul><ul><li>People find and reconnect with lost relatives with Google </li></ul></ul><ul><ul><li>People who connect and help people below poverty with Google </li></ul></ul><ul><li>The search engine is about connect. Raise public awareness, user participation and brand loyalty – A series of stories </li></ul><ul><li>  </li></ul>
  6. 6. Short term strategies <ul><li>Following the buzz of “Search Your Life Perfectly” </li></ul><ul><li>Pushing for display advertising sales in mobile devises, and inserting advertising product in Youtube videos </li></ul><ul><ul><li>Involvement of VEVO </li></ul></ul><ul><ul><li>Network speed and capacity to allow mobile access of Youtube app </li></ul></ul><ul><li>To continue develop Google’s location based service product like Google Map, to create a better integrated local information review sharing system that include: </li></ul><ul><ul><li>local deals - Dealmap </li></ul></ul><ul><ul><li>public venue - Zagat </li></ul></ul><ul><ul><li>business reviews – Google Map </li></ul></ul><ul><ul><li>real estate reviews – Google Real Estate </li></ul></ul><ul><li>This would not only be a great referral method among social groups, but also a much broader marketing channel to connect local business and consumers, the opportunities created in between can be huge </li></ul><ul><ul><li>Simulating Facebook and Foursqaure’s model -Google Plus </li></ul></ul><ul><li>Develop more mobile apps for Google’s own products </li></ul><ul><li>  </li></ul>
  7. 7. Mid-term and long term strategies <ul><li>To continue the development on personal assistant products- </li></ul><ul><ul><li>Visual assistant -Google Goggle </li></ul></ul><ul><ul><li>Voice assistant products (Apple has gone many steps further with SIRI) </li></ul></ul><ul><li>Keep the systems partially open for third party editing. It is Google’s tradition to keep its products and systems open to third parties. </li></ul><ul><li>With strategies on Adsense, Google Maps, Google +1 button, Android App Inventor, Google has been fully utilize resources across the internet to benefit its system. </li></ul><ul><li>  </li></ul>
  8. 8. Budget, Timeline -Introduction Strategies <ul><li>Campaign launch dated December, 2011 </li></ul><ul><ul><li>Run for a period of 45 days, during the holiday season when people have spare time and are all dire to be connected </li></ul></ul><ul><ul><li>Estimated budget USD 50K/month </li></ul></ul><ul><li>Monitor and measure Google’s market shares in both PC and Mobile sector </li></ul><ul><ul><li>Google search engine currently at 65.6% </li></ul></ul><ul><li>Monitor campaign participants and views/likes </li></ul><ul><li>Monitor adware/adsense user volume </li></ul><ul><li>Monitor Google + users and Youtube traffic </li></ul><ul><li>Make adjustments if necessary, based on feedback, bring campaign to mainstream media including TV and magazines </li></ul><ul><ul><ul><li>Run from Christmas to Super Bowl to maximize viewership </li></ul></ul></ul><ul><ul><ul><li>Estimated budget USD 10 Million </li></ul></ul></ul>
  9. 9. Timeline -Future Strategies <ul><li>Pushing for display advertising sales in mobile devises, and inserting advertising product in Youtube videos </li></ul><ul><ul><li>Early 2012 </li></ul></ul><ul><li>To continue develop Google’s location based service product like Google Map, to create a better integrated local information review sharing system </li></ul><ul><ul><ul><li>May 2012, prior to summer vacation season and school recess, continuously to be refined </li></ul></ul></ul><ul><li>Visual assistant -Google Goggle </li></ul><ul><li>Voice assistant products (Apple has gone many steps further with SIRI) </li></ul><ul><ul><ul><ul><li>November, 2012, prior to holiday season </li></ul></ul></ul></ul>
  10. 10. Evaluating success <ul><li>10% annual growth in PC, 250% annual growth in Mobile </li></ul><ul><li>Current Google Annual Revenue Breakdown: </li></ul><ul><ul><li>Paid search: $25.53 billion </li></ul></ul><ul><ul><li>Display: $9.62 million </li></ul></ul><ul><li>Google Annual Revenue Breakdown by end of 2012: </li></ul><ul><ul><li>PC paid search: $28.083 billion </li></ul></ul><ul><ul><li>PC display: $10.58 million </li></ul></ul><ul><ul><li>Total US (at 55 percent): $21.26 billion </li></ul></ul><ul><ul><li>Total international (at 45 percent): $17.98 billion </li></ul></ul><ul><ul><li>Mobile paid search: $4.37 billion </li></ul></ul><ul><ul><li>Mobile display: $1.875 million </li></ul></ul><ul><ul><li>Total US (at 55 percent): $3.44 billion </li></ul></ul><ul><ul><li>Total international (at 45 percent): $2.81 billion </li></ul></ul>Revenue Data from Searchengineland.com Will Google See $6.25 Billion In Mobile Ad Revenue Next Year? Oct 17, 2011 at 3:58pm ET by Greg Sterling

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