Google Viet Nam Day

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  • 1. Building brands with GoogleAnand Tilak - Agency Relationsatilak@google.com 1
  • 2. Digital is notJUST Media..Allows you tokeep up withconsumers
  • 3. Two years ago …Bandwidth for 20 homes generated more traffic than theentire internet in 1995
  • 4. today’s hyper-connected consumertelevision phone tabletcomputer
  • 5. 34% of TV viewers are surfing the internetNielsen Digital consumer media study SEA - 2011 5 Google confidential Google Confidential and Proprietary
  • 6. Traditional funnel – Linear and One way
  • 7. New funnel – Complicated & Interactive
  • 8. Media consumption V/s Budget allocation 48 1.2%* 74.4 29 19.4 14 Print 9 4.5Source: Nielsen 2011 Nielsen SEA 2011 * Google Estimate
  • 9. i II i
  • 10. ‘4I’s’ Approach INSIGHT IDEAS IMPLEMENT IMPACT Ask Make Implement Prove what Questions Decisions Plans works Consumers? WHO to target? Advertising Tracking Brand? WHAT to offer? Media Testing Competition? HOW to communicate? PR / Promotions ROI
  • 11. INSIGHT: Through a digital lens INSIGHT IDEAS IMPLEMENT IMPACT Ask Make Implement Prove what Questions Decisions Plans works Consumers? WHO to target? Advertising Tracking Brand? WHAT to offer? Media Testing Competition? HOW to communicate? PR / Promotions ROI
  • 12. Search Trends for Vietnam Increased 12 times in last 5 years 12
  • 13. Search Trends Vietnam–Share of Mobile queries 13
  • 14. Search Trends for Mobile phones Vietnam 14
  • 15. Search Trends for Mobile phones 15
  • 16. Search query trend – Life of an issue 16 Number of search queries Google Confidential and Proprietary
  • 17. What drives Search queries ? 37% 38% 30% 17% 9%
  • 18. How Does your Consumer Re-search? Clicks on ad and goes to your TV  buying  guide  /  7ps   WebsiteSearch  for  LCD  TV     Checks  all  op7ons   User  reviews   Searches  for  LED  TV     Searches  for  Samsung  TV    
  • 19. IDEAS: Through a digital lens INSIGHT IDEAS IMPLEMENT IMPACT Ask Make Implement Prove what Questions Decisions Plans works Consumers? WHO to target? Advertising Tracking Brand? WHAT to offer? Media Testing Competition? HOW to communicate? PR / Promotions ROI
  • 20. Ideas for Digital Ø Search Strategy Ø Connecting the dots 20
  • 21. Search Strategy Ø  Defend Ø  Conquer Ø  Expand
  • 22. Expand Dating Defend Garlic rice Halls Listerine Mouthwash Smoking Listerine Listerine Clorets Bad breath Conquer Job interview
  • 23. Connecting the dots http://www.youtube.com/watch?v=zlfKdbWwruY&feature=related
  • 24. Connecting the dots
  • 25. Engaging users – Using Technology 25
  • 26. Engaging users – Using Content
  • 27. Connecting the dots http://www.youtube.com/watch?v=zlfKdbWwruY&feature=related
  • 28. IMPLEMENTING through Google INSIGHT IDEAS IMPLEMENT IMPACT Ask Make Implement Prove what Questions Decisions Plans works Consumers? WHO to target? Advertising Tracking Brand? WHAT to offer? Media Testing Competition? HOW to communicate? PR / Promotions ROI
  • 29. Our Media Platforms Google Display Network
  • 30. Our Media Platforms Google Display Network
  • 31. Our Media Platforms Google Display Network
  • 32. Our reach in Vietnam – 13 million users
  • 33. Relevant users at relevant times
  • 34. Relevant users at relevant times
  • 35. Relevant Audience at Relevant time Cost Per Click
  • 36. Unsnobby coffee campaign
  • 37. Zero Momentof Truth
  • 38. !"#$%#&$$()#*+$,$!&-+"$ Google Confidential and Proprietary
  • 39. What’s Happening at T-1 The Zero The First Moment of Truth Moment of Truth 40  
  • 40. How can you follow your users ? Let’s use an example… …user visits your site 41  
  • 41. User visits a site
  • 42. But doesn’t take any action
  • 43. Our Media Platforms Google Display Network
  • 44. 5 billion people have a mobile phone. that s 1 billion more people than have access to a clean toilet Source: New York Times, Where a cell phone Is still cutting edge, and UNICEF, April 2010 Google Confidential and Proprietary
  • 45. 15 Apps / user 1 hour / user /daySource: AdMob data
  • 46. Transparent & Accountable AdMob Targeting Options device OS carrier content Categories psychographic location remarketing 50 Google confidential Google Confidential and Proprietary
  • 47. Transparent & Accountable AdMob Targeting Options device OS carrier location remarketing 51 Google confidential Google Confidential and Proprietary
  • 48. Transparent & Accountable AdMob Targeting Options content Categories psychographic 52 Google confidential Google Confidential and Proprietary
  • 49. Our Media Platforms Google Display Network
  • 50. Mainstream & growing fast4  billion  videos  viewed    per  day  2nd  largest  search  engine  behind  Google  72  hours  of  video  uploaded  every  minute    
  • 51. Impact Through a Digital LensINSIGHT IDEAS IMPLEMENT IMPACT Ask Make Implement Prove what Questions Decisions Plans worksConsumers? WHO to target? Advertising Tracking Brand? WHAT to offer? Media TestingCompetition? HOW to communicate? PR / Promotions ROI
  • 52. Providing Answers Where and why are visitors Where are my visitors abandoning my shopping cart? coming from?Is my website design What do people do whileDriving people away? on my site? Which marketing initiatives What keywords resonate are the most effective? with prospects and have the power to convert them? Quick to set up, easy to use, and it s free!
  • 53. http://www.youtube.com/watch?v=Ln_OHv3rIMs 57
  • 54. If you remember nothing else... INSIGHT IDEAS IMPLEMENT IMPACT Promoted Videos Online £3.71 TV £2.01 £0.60 Try the Training & Multiple media Tracking Tools Workshops platforms best practice Campaign deployment Evaluation
  • 55. Anand Tilak - Agency Relations atilak@google.com