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The Google Game:How Maps, Media and Mobility Are Changing Mass Marketing For Ever<br /> Angela Hey<br />amhey@techviser.co...
About Google<br />Maps<br />Mobility<br />Media<br />Winners, Losers, Trends, Opportunities<br />Mass Marketing<br />Summa...
Google<br />Picture Source: Google<br />
Why Is Google Successful?<br />How Big Is Google’s Impact?<br />Who Wins?<br />Who Loses?<br />What Changes?<br />Five Que...
The Pillars Of Google<br />Eric Schmidt<br />Larry Page<br />Sergey Brin<br />Ads<br />Apps<br />Search<br />Screenshot an...
Philosophy<br />Don’t Be Evil<br />Focus On The User<br />Do One Thing Well<br />Fast &gt; Slow<br />Web Democracy<br />An...
AdWords And AdSense<br />
Google From Cradle To Grave<br />Baby<br />Google Search For Name - Easily Found Or Anonymous?<br />Photos – Picasa<br />B...
Google’s Revenues ($US Billions)<br />Annual Revenues<br />Source: Techviser and Annual Reports<br />
Google’s Profitability (%)<br />Google content network reaches:<br /><ul><li>75% of unique internet users
20 languages and over 100 countries</li></ul>Source: Techviser and Annual Reports<br />
Top 10 Web Companies – USOctober 2007<br />Source: Nielsen Online<br />
Top 10 Web Sites – USOctober 2007<br />Source: Nielsen Online<br />
Google Indirect Investment Of 5% In AOL For $1B Cash<br />AOL Focusing More On Ads And Games<br />Forms Ad Target and Meas...
Select Acquisitions<br />Jan-Jun 2007 – Acquired 10 companies - $184M +$42M on performance<br />* Subject to approval by r...
Maps<br />
Map Mashup - Housing<br />Craigslist and Google Maps<br />Source: housingmaps.com<br />
Maps Mashup – Tagged Places<br />Map Markers Are Ads<br />User<br />Input<br />Tags<br />Google Ads<br />Source: findbycli...
National Marketing Service<br />“A massive improvement. A massive change. “David Hoffman, CEO SAGAS Group,LLCwww.Sagas.com...
Maps – Location Of Interest<br />Source: Procter and Gamble<br />
Maps – Winners and Losers<br />Winners<br />Losers<br />Suppliers of underlying maps and aerial photos to Google and major...
Engage The Customer With Maps<br />Maps Become Dynamic, Multi-layered and Interactive<br />
Media<br />“We can’t expect consumers to come to us. It’s arrogant for any media company to assume that.”<br />Quincy Smit...
More people read the Blogosphere than read newspapers<br />Google trials offline media - TV<br />Advertising Favored Over ...
USA – 30,000 advertising and marketing services companies<br />Top 50 have less than 40% of the market<br />Typical local ...
US Ad Spending Market Share<br />2007 TV advertising estimates<br /><ul><li>$68 B (Universal McCann)
$75 B (Morgan Stanley)</li></ul>Source: eMarketer and<br />TNS Media Intelligence Strategy<br />
Internet Advertising US Share<br />
Internet Ad Spending<br />Per User Annual Spending<br />Annual Spending $M<br />Source: YazidAksas, Stanford Business Scho...
Global Marketing - Startup<br /><ul><li>Power Of Blogging
Trousers - $85
Google Ads - $24 per customer
42% repeat business
25% overseas
Text info on website</li></ul>Source: Cordarounds<br />
US  Local Advertising<br />Local Online includes ads on local media sites and local ads from national sites<br />Local Tot...
Local Marketing - Major Brands<br />Uses Google Maps<br />Source: Krillion.com<br />
Media – Winners and Losers<br />Winners<br />Losers<br />Multi-format media properties<br />Major brands that create engag...
Mobility<br />6.6 Billion People<br />3 Billion Mobile Phones<br />
Global Mobile Advertising Spending<br />Total - $1.5B in 2006 growing to $16.2B In 2011 <br />Direct response ads are for ...
Free WiFi in Mountain View<br />700 MHz Auction Bid?<br />Dark Fiber<br />Mobile Search, Ads, Gmail <br />SMS Search GOOGL...
Open Handset Infrastructure</li></li></ul><li>Android Architecture<br />Source: Google)<br />
Battle For Personalization<br />Past - Ringtones, Backgrounds, Cases<br />Now – Ringbacks, Multimedia<br />Next – Tiles an...
Mass Marketing<br />Engage Users<br />The Long Tail<br />
What Marketers Want<br />
Web Analytics For All<br />66% Use Search, 34% Go Directly To A Website<br />Raising The Bar<br />
Landing Page Statistics<br />Survey 4203 Marketing Sherpa readers <br />Landing Page Conversions<br />46%  say landing pag...
Year Of Widgets And Gadgets<br />2007<br />Engage Users With Widget Ads<br />Source: http://www.google.com/adwords/gadgeta...
Google Trends - Widgets<br />Australia   2. United States   3. Canada   4. India   5. Switzerland   <br />6. United Kingdo...
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The Google Game: How Maps, Media and Mobility Are Changing Mass Marketing For Ever

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The Google Game:How Maps, Media and Mobility Are Changing Mass Marketing For Ever. A public lecture given in the Asian Civilizations Museum, Singapore in November 2007 organized by the Republic Polytechnic of Singapore.

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The Google Game: How Maps, Media and Mobility Are Changing Mass Marketing For Ever

  1. 1. The Google Game:How Maps, Media and Mobility Are Changing Mass Marketing For Ever<br /> Angela Hey<br />amhey@techviser.comTechviser<br />20th November 2007<br />Republic Polytechnic of Singapore 2007<br />
  2. 2. About Google<br />Maps<br />Mobility<br />Media<br />Winners, Losers, Trends, Opportunities<br />Mass Marketing<br />Summary<br />Google is a trademark of Google, Inc.<br />
  3. 3. Google<br />Picture Source: Google<br />
  4. 4. Why Is Google Successful?<br />How Big Is Google’s Impact?<br />Who Wins?<br />Who Loses?<br />What Changes?<br />Five Questions<br />Picture Source: Google<br />
  5. 5. The Pillars Of Google<br />Eric Schmidt<br />Larry Page<br />Sergey Brin<br />Ads<br />Apps<br />Search<br />Screenshot and exec photos source: Google<br />
  6. 6. Philosophy<br />Don’t Be Evil<br />Focus On The User<br />Do One Thing Well<br />Fast &gt; Slow<br />Web Democracy<br />Answers Anywhere<br />Can Make Money &Not Be Evil<br />Always More Info<br />Transborder Need<br />Serious, But Suits<br />Great Isn’t Good<br />Features And Not Products<br />Paraphrased from<br />http://www.google.com/intl/en/corporate/tenthings.html<br />
  7. 7. AdWords And AdSense<br />
  8. 8. Google From Cradle To Grave<br />Baby<br />Google Search For Name - Easily Found Or Anonymous?<br />Photos – Picasa<br />Baby Gifts From FrooglePay With Google Checkout<br />Child 1st Website With Google Page Creator<br />Teen Makes YouTube Videos<br />Student Uses Android Mobile Phone<br />Professional Blogs Using Blogger With AdSense<br />Entrepreneur Creates Business With AdWords<br />Tracks Customers With Google Analytics<br />Finds New Offices Using Google Maps & Earth<br />Small Business Uses Google Applications<br />Large Business Uses Google Search Appliance<br />Obituary On Google News<br />
  9. 9. Google’s Revenues ($US Billions)<br />Annual Revenues<br />Source: Techviser and Annual Reports<br />
  10. 10. Google’s Profitability (%)<br />Google content network reaches:<br /><ul><li>75% of unique internet users
  11. 11. 20 languages and over 100 countries</li></ul>Source: Techviser and Annual Reports<br />
  12. 12. Top 10 Web Companies – USOctober 2007<br />Source: Nielsen Online<br />
  13. 13. Top 10 Web Sites – USOctober 2007<br />Source: Nielsen Online<br />
  14. 14. Google Indirect Investment Of 5% In AOL For $1B Cash<br />AOL Focusing More On Ads And Games<br />Forms Ad Target and Measuring Business Group<br />Platform-A, Also Has Advertising.com Subsidiary<br />Acquired In 2007 <br />Third Screen Media For Mobile Ads<br />Controlling Interest In ADTECH AG For Online Ad-Serving<br />TACODA online behavioral targeting ad network<br />AOL’s Challenges<br />Time-Warner Subsidiary<br />Downward Pressure On AOL’s Prices For Advertisers<br />Dial-up Business Failing- Sold German Business For $850M<br />Users Moving Away From AOL’s Portal<br />Case Study: America Online<br />
  15. 15. Select Acquisitions<br />Jan-Jun 2007 – Acquired 10 companies - $184M +$42M on performance<br />* Subject to approval by regulators<br />
  16. 16. Maps<br />
  17. 17. Map Mashup - Housing<br />Craigslist and Google Maps<br />Source: housingmaps.com<br />
  18. 18. Maps Mashup – Tagged Places<br />Map Markers Are Ads<br />User<br />Input<br />Tags<br />Google Ads<br />Source: findbyclick.com<br />
  19. 19. National Marketing Service<br />“A massive improvement. A massive change. “David Hoffman, CEO SAGAS Group,LLCwww.Sagas.com (couldn&apos;t exist without Google Adwords)<br />
  20. 20. Maps – Location Of Interest<br />Source: Procter and Gamble<br />
  21. 21. Maps – Winners and Losers<br />Winners<br />Losers<br />Suppliers of underlying maps and aerial photos to Google and major players<br />Location-based businesses that advertise on popular map sites – retailers, estate agents, malls<br />Advertisers with products related to a location<br />Advertisers who create campaigns around locations<br />Traditional paper map suppliers<br />Established GIS vendors with proprietary platforms<br />Any location-based business whose competitors have better maps<br />Proprietary map only devices<br />
  22. 22. Engage The Customer With Maps<br />Maps Become Dynamic, Multi-layered and Interactive<br />
  23. 23. Media<br />“We can’t expect consumers to come to us. It’s arrogant for any media company to assume that.”<br />Quincy Smith, president of CBS Interactive, May 14 2007 Wall Street Journal<br />
  24. 24. More people read the Blogosphere than read newspapers<br />Google trials offline media - TV<br />Advertising Favored Over Some Subscriptions<br />Sept 07 – NY Times drops $50/year subscriptions<br />Nov 07 – Wall Street Journal announces free access<br />Huffington Post- 1800 Unpaid Bloggers<br />New online mega sites<br />Social Networking – MySpace, Facebook<br />Open Social – Google cross-platform initiative<br />Netnography – market research on websites<br />Media Trends<br />
  25. 25. USA – 30,000 advertising and marketing services companies<br />Top 50 have less than 40% of the market<br />Typical local agency has 30 people with $5M in revenues<br />USA - 23 million small businesses, 1M advertise online (Source: Rupert Murdoch)<br />Advertising Statistics<br />Source: Hoovers<br />
  26. 26. US Ad Spending Market Share<br />2007 TV advertising estimates<br /><ul><li>$68 B (Universal McCann)
  27. 27. $75 B (Morgan Stanley)</li></ul>Source: eMarketer and<br />TNS Media Intelligence Strategy<br />
  28. 28. Internet Advertising US Share<br />
  29. 29. Internet Ad Spending<br />Per User Annual Spending<br />Annual Spending $M<br />Source: YazidAksas, Stanford Business School, May 2007<br />Cf $21,700M US Online Ad Spending Estimate from eMarketer<br />
  30. 30. Global Marketing - Startup<br /><ul><li>Power Of Blogging
  31. 31. Trousers - $85
  32. 32. Google Ads - $24 per customer
  33. 33. 42% repeat business
  34. 34. 25% overseas
  35. 35. Text info on website</li></ul>Source: Cordarounds<br />
  36. 36. US Local Advertising<br />Local Online includes ads on local media sites and local ads from national sites<br />Local Total includes print, billboard, TV, radio, print yellow pages<br />Source: eMarketer 2007 <br />based on data from September 2006 from VeronisSuhlerStevenson,PQ Media, Borrell Associates, Corzen, Interactive Advertising Bureau, Simba Information<br />
  37. 37. Local Marketing - Major Brands<br />Uses Google Maps<br />Source: Krillion.com<br />
  38. 38. Media – Winners and Losers<br />Winners<br />Losers<br />Multi-format media properties<br />Major brands that create engaging multimedia experiences<br />Businesses that expand their reach with online ads<br />New companies that offer services remotely<br />Television and newspapers without actively engaged users<br />Ad and marketing agencies that don’t embrace search and community websites<br />
  39. 39. Mobility<br />6.6 Billion People<br />3 Billion Mobile Phones<br />
  40. 40. Global Mobile Advertising Spending<br />Total - $1.5B in 2006 growing to $16.2B In 2011 <br />Direct response ads are for potential purchases (e.g. link to online store)<br />Brand ads are promotional<br />Source: eMarketer, October 2007<br />
  41. 41. Free WiFi in Mountain View<br />700 MHz Auction Bid?<br />Dark Fiber<br />Mobile Search, Ads, Gmail <br />SMS Search GOOGL - 46645<br />Google Maps, YouTube<br />Initiatives<br /><ul><li>Android Device Platform
  42. 42. Open Handset Infrastructure</li></li></ul><li>Android Architecture<br />Source: Google)<br />
  43. 43. Battle For Personalization<br />Past - Ringtones, Backgrounds, Cases<br />Now – Ringbacks, Multimedia<br />Next – Tiles and Widgets<br />Will On Deck or Off Deck Win?<br />Platform Provider<br />Device Vendor<br />Carrier<br />User<br />Samsung SPH-M4650 SmartPhone<br />With MS Windows Mobile<br />Widget Vendor<br />
  44. 44. Mass Marketing<br />Engage Users<br />The Long Tail<br />
  45. 45. What Marketers Want<br />
  46. 46. Web Analytics For All<br />66% Use Search, 34% Go Directly To A Website<br />Raising The Bar<br />
  47. 47. Landing Page Statistics<br />Survey 4203 Marketing Sherpa readers <br />Landing Page Conversions<br />46% say landing page conversions are up<br />14% say conversions are holding steady<br />Source: Marketing Sherpa, Sep 2007<br /> www.marketingsherpa.com<br />
  48. 48. Year Of Widgets And Gadgets<br />2007<br />Engage Users With Widget Ads<br />Source: http://www.google.com/adwords/gadgetads/gallery.html<br />
  49. 49. Google Trends - Widgets<br />Australia   2. United States   3. Canada   4. India   5. Switzerland   <br />6. United Kingdom   7. Sweden   8. Germany   9. Belgium   10. Netherlands<br />Source: Google Trends<br />
  50. 50. iGoogle With Gadgets<br />SGLifestyle Gadget<br />Singapore Population<br />Gadget<br />Phone Call<br />Gadget<br />iGoogle indexes over 20,000 gadgets<br />
  51. 51. Widgets – USA Today<br />Source: http://www.netvibes.com/usatoday<br />
  52. 52. OpenSocial<br />OpenSocial – Share Friends, Activities, Lifestyle<br />Source: http://code.google.com/apis/opensocial/<br />
  53. 53. 60M active users by end of 2007<br />75% outside college<br />58% have college education<br />56% female<br />34% work as professionals, execs, sales, education or technical<br />12% full time students<br />45% are 35 or older (Nielsen) 6% worldwide (Forrester) – numbers differ<br />Facebook – A Quick Way To Get On Mobile Devices<br />Source: e-strategy, Forrester, Nielsen<br />
  54. 54. Google’s Success<br />Clever People<br />Efficient<br />Innovation*<br />Vast Customer<br />Collaboration<br />Financial Savvy<br />Trusted Brand<br />Big Visions*<br />* Pictures Courtesy Google<br />
  55. 55. Conclusions<br />Engage<br />Users<br />Old Marketing<br />New Marketing<br />Videos Maps Widgets Blogs Social Networks<br />
  56. 56. Dr Liew Beng Keat<br />Republic Polytechnic of Singapore<br />IEEE Singapore<br />Imperial College Alumni Of Singapore<br />Singapore Computer Society<br />Acknowledgements<br />

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