Google Confidential and Proprietary
The Next Decade of Branding
Lisette Schipper
Brand Solutions and Innovations Specialist
Google Confidential and Proprietary
Real(time)
Marketers &
Brand Builders
Full Value Experts
- Cross channel/screen
- Full...
Google Confidential and Proprietary
Permission Based
MarketingPullPush
Mass TargetingTargetingMass
PublisherStory TellerAd...
Google Confidential and Proprietary
PublisherStory TellerAdvertiser
Google Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and Proprietary
people are alway...
Google Confidential and Proprietary
customer-centric marketing
always be where the customer is
Search
Browse
Watch
Share
Google Confidential and Proprietary
Real life is not flighted
2M
households will run out
of shampoo today
1.4M
women will ...
Google Confidential and Proprietary
We are proposing a different way of running campaigns
Continue with flights, but maint...
Google Confidential and Proprietary
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Hero Content
Large-scale tentpole
even...
Google Confidential and Proprietary
This success is only possible online
1:16 video – 73M views, 156 years of watchtime, 3...
Google Confidential and Proprietary
There’s a strategy behind it
Episodes for truckers
In-depth FAQs about truck
technolog...
Hero Content needs massive orchestration
Product Launches and Tent-Pole Events
#PassionProject Small Business Owners Entertainment Fans
HUB content should be scheduled
Success Stories, Passions, and In...
Hygiene content should be always on
How-To’s, Product Demos, Customer Service
Google Confidential and Proprietary
Hostelworld
Google Confidential and Proprietary
Hostelworld
Google Confidential and Proprietary
Four Seasons
Google Confidential and Proprietary
TEAM Black Sheep
Google Confidential and Proprietary
How to measure success?
Google Confidential and Proprietary
Hero Content
Large-scale tentpole
events or programs that
drive awareness at scale
Hub...
Google Confidential and Proprietary
Your consumer is #always on
# happy holidays - Thank you!
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TravConnect Digital Branding Breakfast Meeting GoogleNL

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KPI's of Digital Branding for the travel industry presented by Lisette Schipper Google Netherlands

Published in: Travel, Technology, Business

Transcript of "TravConnect Digital Branding Breakfast Meeting GoogleNL"

  1. 1. Google Confidential and Proprietary The Next Decade of Branding Lisette Schipper Brand Solutions and Innovations Specialist
  2. 2. Google Confidential and Proprietary Real(time) Marketers & Brand Builders Full Value Experts - Cross channel/screen - Full consumer journey Last Click Experts ‘Performance Thinkers’ ‘Brand Thinkers’ Offline Brand Builders Story tellers - Cross channel/screen - Beyond demographics
  3. 3. Google Confidential and Proprietary Permission Based MarketingPullPush Mass TargetingTargetingMass PublisherStory TellerAdvertiser 3 -Trends
  4. 4. Google Confidential and Proprietary PublisherStory TellerAdvertiser
  5. 5. Google Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and Proprietary people are always on connected to the internet 100% of the time
  6. 6. Google Confidential and Proprietary customer-centric marketing always be where the customer is Search Browse Watch Share
  7. 7. Google Confidential and Proprietary Real life is not flighted 2M households will run out of shampoo today 1.4M women will get their hair cut today 1.2B Will be the times that Women will look at their hair in the mirror today
  8. 8. Google Confidential and Proprietary We are proposing a different way of running campaigns Continue with flights, but maintain constant presence between them
  9. 9. Google Confidential and Proprietary Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Hero Content Large-scale tentpole events or programs that drive awareness at scale Hub Content Regularly scheduled content around customer passions Hygiene Content Always-on content optimized to users intent and interests Hero Hero Hero Hub Hygiene Hub Hub Hub Consistent content programming is crucial for success
  10. 10. Google Confidential and Proprietary This success is only possible online 1:16 video – 73M views, 156 years of watchtime, 306K shares, 433K likes
  11. 11. Google Confidential and Proprietary There’s a strategy behind it Episodes for truckers In-depth FAQs about truck technology Epic stunts Content activity Time HygieneHubHero
  12. 12. Hero Content needs massive orchestration Product Launches and Tent-Pole Events
  13. 13. #PassionProject Small Business Owners Entertainment Fans HUB content should be scheduled Success Stories, Passions, and Interests
  14. 14. Hygiene content should be always on How-To’s, Product Demos, Customer Service
  15. 15. Google Confidential and Proprietary Hostelworld
  16. 16. Google Confidential and Proprietary Hostelworld
  17. 17. Google Confidential and Proprietary Four Seasons
  18. 18. Google Confidential and Proprietary TEAM Black Sheep
  19. 19. Google Confidential and Proprietary How to measure success?
  20. 20. Google Confidential and Proprietary Hero Content Large-scale tentpole events or programs that drive awareness at scale Hub Content Regularly scheduled content around customer passions Hygiene Content Always-on content optimized to users intent and interests This is when you want to GO BIG, and recommend big media pushes to reach a mass audience. # Views # Impressions # Reach # Unique user # SOV This content centers around the intersection of your brand and your consumers’ passions points. It is critical to sustain momentum # Frequency # Follow on views # Engagement shares (subscribers, likes, comments, watch time) # Efficiency/Optimization This is your always on “pull” content PEOPLE ARE ACTIVELY SEARCHING for it and you are the authority for their questions. # CTR # Coverage # Impression share YT # Brand views increasement vs. user generated content KPI’s
  21. 21. Google Confidential and Proprietary Your consumer is #always on # happy holidays - Thank you!
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