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6. Google presentation 2011


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Bài phát biểu của Google tại Hội thảo CyberAgent Net-Impact in Ho Chi Minh 2011 ngày 16/9 tại Sheraton Hồ Chí Minh.

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6. Google presentation 2011

  1. 1. Growing Your Business with Google<br />Sergio Salvador, Head of Business Development Southeast Asia<br />
  2. 2. Growing Your Business<br />
  3. 3. Almost 2b People Online Globally<br />
  4. 4. Information<br />20 Years AgoLocal libraries, morning papers<br />Now4+ billion global searches per day<br />4<br />Source: According to Comscore, in June 2008 there were over 60 billion searches conducted worldwide - equivalent to more than 2 billion searches per day on average<br />
  5. 5. Communication <br />Now210 billionEmails & IMs sent per day<br />Now1m postsUploaded daily by bloggers<br />Source: Gizmodo, Dec 09<br />
  6. 6. Entertainment<br />3.5 hours<br />Video uploaded on YouTube per minute<br />Equal to 235,000<br />Full-length movies uploaded per week<br />Source: Google data, Nov 10<br />
  7. 7. Community<br />20 Years AgoPenPal and social clubs<br />Now1.7+ billionglobal users on Social Media<br />Now<br />5,000 every second<br />Number of tweets at peak time<br /> Source: Mary Meeker, Oct 09 & Apr 10<br />
  8. 8. Mobile<br />Now5billion mobile subscribers<br />Over 3B app downloads and counting<br />Average Android user downloads 40 apps<br />25% of iPhone & Android users spend2 hrs/day in apps<br />8<br />Source: Google Internal Data, based on a basket of 20,000 keywords within the shopping category, AdMob May 2010, Complete Inc. 09, mocoNews 09<br />
  9. 9. Business<br />80%<br />80% <br />of B2B customers search for products & services before purchase*<br />Source: Marketing Sherpa B-to-B Marketing Lead Generation, Nurturing, and Conversion Stats & Tactics, June 2007<br />
  10. 10. Travel Searches in Vietnam<br />32x GrowthTravel category Google search queries volume growth for Vietnam since 2005<br />Sources: Google Internal Travel Categories Search Queries Volume Trend<br />
  11. 11. 11<br />Shift in Media Consumption: Internet time is more than 2.5x time spent on TV<br />Media Consumption<br />36h<br />14h<br />6h<br />3h<br />Q: Approximately how many days in a typical week do you do each of the following activities/ Approximately how long do you spend doing each of these activities on the days that you do them?<br />n=1094<br />Base: All Respondents (Natural fall-out)<br />
  12. 12. 12<br />E-Commerce is New and Growing rapidly in Vietnam<br />2009<br />Year Began Purchasing Products Online<br />16%<br />I have never purchased a product online<br />Less than 6 months ago<br />2010<br />Had purchased online<br />Have purchased online<br />2 or more years ago (2008 or earlier)<br />73%<br />1 year to less than 2 years ago (2008-2009)<br />6 months to less than 1 year (2009-2010)<br />n=1094<br />Q: When did you begin purchasing products online?<br />Base: All Respondents (Natural fall-out)<br />
  13. 13. 13<br />Shift in Media Consumption influences Purchase Behaviour<br />Purchase Offline<br />Purchase Online<br />Research Online*<br />83%<br />... But 98% of all purchases involve Online Research before purchase<br />15%<br />Research Offline**<br /> 0% <br />2% <br />A vast Majority of Purchases are made In-Store...<br />n=2288<br />Base: All purchases made either online or at a store and used at least one source <br />
  14. 14. 14<br />84%<br />82%<br />85%<br />Online is Prime Medium at every step of the Purchasing Funnel<br />Most Helpful Source at Each Phase<br />General information gathering<br />Percent Who Participated at Each Phase<br />Evaluation & comparing<br />Final purchase decision <br />Internet/online sources are most helpful in every phase<br />Friends/family are also helpful in the final decision phase<br />n=343<br />Base: Mobile Phone Sub-Group who used at least one source<br />Q: For every phase, please indicate the one source that was most helpful during that phase<br />
  15. 15. So what does this change towards online media mean to you?<br />You can benefit and grow your business if you take advantage of online media<br />
  16. 16. 4 Steps to successfully grow your business<br />16<br />
  17. 17. #1 Internationalise your website<br />
  18. 18. International Website<br />Use simple, clear language<br />Use target market terms<br />Eg. Cell phone vs. mobile phone<br />Quote prices in target market currencies<br />Consider Measurement units Eg. pounds vs. kilograms<br />Consider getting your site translated<br />
  19. 19. Communication with international customers<br />Specify your location and hours of availability<br />Offer chat support if possible<br />Go the extra mile to understand their concerns and provide answers.<br />
  20. 20. International Payments<br />Payment methods you offer can be a deciding factor when buyers consider whether or not to purchase from you. <br />
  21. 21. International Postage<br />Set expectations about delivery time<br />Specify destination postage rates<br />Offer a selection of postage services<br />Explain custom duties and taxes<br />Offer trackable postage service to increase confidence<br />
  22. 22. #2 Find Demand<br />Google Confidential and Proprietary<br />22<br />22<br />
  23. 23. Search engine is a door to all sites ...…<br />81%<br />of internet users enter sites through a search engine<br /> The Internet is a complex world<br />Affiliates<br />Ad Networks<br />widgets<br />CRM<br />Social networks<br />URLs<br />URLs<br />Behavioural targeting<br />Rich Media<br />gadgets<br />SEO<br />email<br />Branded entertainment<br />Contextual targeting<br />Interruptive media<br />Viral marketing<br />SEM<br />Database marketing<br />Paid-for-search<br />banners<br />In-game<br />Video on demand<br />Pre / post roll<br />tenancies<br />Brand channels<br />Tagging<br />Web analytics<br />
  24. 24. Europe: 91%<br />Asia Pacific: 88%<br />America: 92%<br />Connect to Users – Wherever They Are<br />Google’s Reach<br />Source: comScore Custom Analysis, September 2006; comScore, January 2007<br />
  25. 25. Insights for search<br />Select your keywords or products<br />Select your countries / regions to compare<br />View search query demand by country over time<br />
  26. 26. #3 Capture Demand<br />Google Confidential and Proprietary<br />26<br />26<br />
  27. 27. Our Vision for Online Advertising<br />Grow onlineadvertising to help everyonecapture more value<br />
  28. 28. How do advertisers fit Into Google’s vision?<br /> Publishers Advertisers<br />Worry-free monetization Return on media spend<br />P<br />A<br />Ensured through<br /><ul><li>Greater efficiency of ad operations
  29. 29. Insights to your business
  30. 30. Control over ads that appear on your properties</li></ul>Ensured through<br /><ul><li>Scale matched with precision
  31. 31. Insights & accountability</li></ul>Consumers<br />C<br />Engaged audiences<br />Ensured through<br /><ul><li>Meaningful ad formats
  32. 32. Targeted environments</li></li></ul><li>Advertising (AdWords)<br />hotels in ho chi minh city<br />Organic Search<br />
  33. 33. Google Search Network<br />
  34. 34. Contextual target through several ad formats<br />We understand the meaning of a web page.<br />Various ad formats can be shown on relevant content.<br />Page topic:<br />Home & Garden >> Gardening<br />
  35. 35. Target your prospects through creative, rich media formats on Youtube <br />If you don’t have video content <br />If you have video content<br />YouTube Channel<br />InVideo Overlays<br />Promoted Videos<br />Display Ads on Watch<br />Click to Play Ads<br />In-stream Ads<br />Display ads<br />
  36. 36. Reach out to overseas prospects through Google’s Display network <br />Reach over 80%Internet Users<br />
  37. 37. Google Products<br />Mobile Ads<br />A comprehensive approach<br />Search Partners<br />Display Network<br />Click to call<br />Most Google products are also available on mobile<br />
  38. 38. Why it works<br />35<br />
  39. 39. #4 Measure & Refine<br />
  40. 40. Conversion Tracking: Measure ROI from your online campaigns<br />See which campaigns get the most conversions.<br />
  41. 41. Google Analytics provides Answers to Difficult Questions<br />How are users engaging<br />with my site?<br />Where is the traffic from?<br />Am I creating <br />effective content?<br />Where and why are visitors abandoning my shopping cart?<br />How do I improve site interaction?<br />Google Confidential and Proprietary<br />3<br />
  42. 42. Case study – Song Huong Bookstore<br />
  43. 43. 40<br />Key Takeaways<br />
  44. 44. Thank you<br />Sergio Salvador, Head of Business Development Southeast Asia<br />