Mark Lopez Google 11.04.2011

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Nov. 4, 2011 Versailles Breakfast Club presentation by Mark Lopez, VP Hispanic Head of Google.

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Mark Lopez Google 11.04.2011

  1. 1. US Hispanic Digital DiscussionMark LopezHead of US Hispanic and Panregional SalesNovember 2011 Google Confidential and Proprietary 1
  2. 2. Agenda• US Hispanic Digital Opportunity• Google’s Partnership Approach with Marketers• Upcoming Innovations Google Confidential and Proprietary 2
  3. 3. No More Digital Divide… 86% of Hispanics onlineSource: Google US Hispanics 2010, October 2010, OTX. have broadbandBase: Total. TECH2. What type of Internet connection(s) do you have in your home? Google Confidential and Proprietary Google Confidential and Proprietary 3A box (letter) indicates significant difference from comparative group(s) at 95% confidence.
  4. 4. US Hispanics Are Key to Growth50M+ US Hispanics1 in 6 U.S. residents is Hispanic growth in Hispanics online+16% (2010-2014)Sources: U.S. Census Bureau, eMarketer, “Hispanics Online: Demographics and Media Usage,” May Google Confidential and Proprietary 42010.
  5. 5. Hispanics Maximize Mobile Media Hispanics are significantly more likely to have a smartphone than the general population. 45% of USH vs. 34% of general populationSource: Google US Hispanics 2010, October 2010, OTXBase: Total. M1. Which of the following types of mobile phones, if any, do you use regularly? Google Confidential and Proprietary
  6. 6. US Hispanic Mobile Web AudienceVast and Growing Segment11.8Muse the mobile web54%YoY growth in smartphone penetration (May 2010 vs May 2011)Heavy Users of EmergingMobile Content61% access the mobile web using a smartphone91%use a mobile browser82%use non-native mobile appsSource: comsSore; CTIA; Analyst Reports; AdMobUU data; comScoreMobilens;comScoreMobillens Trend, May2011Note: Mobile Web is defined as any users who accessed their phones browser or used a non-native application Google Confidential and Proprietary6 Google confidential
  7. 7. Hispanics Have Highest Tablet Adoption“Hispanics skew higher in ownershipof both tablets and e-readers.”15% of Hispanics own a tablet (vs. 7% White, 8% Black, 8% total pop)15% of Hispanics own an e-reader (vs. 11% White, 8% Black, 12% total pop)Note: as of May 2011Source: Pew Internet & American Life Project “E-reader ownership doubles in six month” June 27, 2011 Google Confidential and Proprietary7 Google confidential
  8. 8. Agenda• US Hispanic Digital Opportunity• Google’s Partnership Approach with Marketers• Upcoming Innovations Google Confidential and Proprietary 8
  9. 9. Create a US Hispanic Marketing Program 4 Levels of Engagement Integrate your Brand into USH Video Content Align Your Brand with USH Lifestyle Content Influence Consideration on Specific Audiences Connect with Relevant Searches 9 Google Confidential and Proprietary
  10. 10. US Hispanic Marketing with Google Unmatched Reach Across Platforms 73% of US Hispanics are on YouTube The Google Display Network reaches 9 in 10 of US Hispanics 93% of US Hispanics are Google Users 10Source: Google US Hispanics 2010, October 2010, OTXBase: Search Engine Users. Which of the following search engines do you use to gather information online? / A box (letter) Google Confidential and Proprietaryindicates significant difference from comparative group(s) at 95% confidence.
  11. 11. Agenda• US Hispanic Digital Opportunity• Google’s Partnership Approach with Marketers• Upcoming Innovations Google Confidential and Proprietary 11
  12. 12. Mental Models Drive Our Game Google Confidential and Proprietary12 Google confidential
  13. 13. Roger Bannister and the Four Minute Mile Google Confidential and Proprietary13 Google confidential
  14. 14. The FirstMoment of Truth Google Confidential and Proprietary
  15. 15. The First Moment of Truth: Beyond the Point of Sale Google Confidential and Proprietary 15
  16. 16. The Traditional Mental Model of Marketing Stimulus First Second Moment of Moment of Truth Truth 16 Google Confidential and Proprietary
  17. 17. The New “Four Moments” Mental Model Stimulus First Second Moment of Moment of Truth Truth Which becomes the next person’s ZMOT 17 Google Confidential and Proprietary 17
  18. 18. Revisiting the Path to the First Moment of Truth Google Confidential and Proprietary
  19. 19. Google Wallet and Google Offers will make shopping easier This local deal-of-the-day with plans to roll out to more markets. You will be able to store offers in Turns your phone into a Google Wallet to redeem in-store.payment mechanism with NFC. Google Confidential and Proprietary
  20. 20. Google Confidential and Proprietary
  21. 21. Google Confidential and Proprietary
  22. 22. Google Confidential and Proprietary
  23. 23. Search is Becoming More SocialIntroducing the +1 Button and Social Search Google Confidential and Proprietary
  24. 24. Available on: Google search results Google search ads Sites across the web Google Confidential and Proprietary
  25. 25. Adding the +1 button to your site gives users evenmore opportunities to endorse your brand… This site looks good, This site is but I want to great. +1! check it out. Google Confidential and Proprietary
  26. 26. …leading to more recommendations in search. When a user clicks the +1 button on your site… …their friends and contacts will see personalized annotations on your search results and ads with the same final landing page URL. Google Confidential and Proprietary 26

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