Eric Schmidt Delivers the Opening Keynote at the 2011 IAB Annual Leadership Meeting
In Class Assignment 2Sara Alhussaini g00030589Suha SewarAlthahab g00036482
Question 1 Why do you use your mobile phone?• Communicate with the friends & family by using Blackberry Messenger, Whatsapp.• Socialize with fans. )social platforms such as Facebook and Twitter)• Find information (Google)
Question 2 Identify three types of mobile phone uses?• 1. Social Networking• 2. Interactive Communication• 3. Entertainment
Question 3Why the scale and size of the market is important for you as a student?• Being an advertising student, it’s important for me to understand that size and scale of markets so that I know which Methods and Mediums will be best to use.• Understand which is the best target audience, and know how to reach it.
Question 4 What is the value for customer?• The value for customers is the money or time spent in getting a product/service or information is satisfying to the amount paid or spent on it.
Question 5 What is the secret of Google’s approach?• Google’s mission statement is: organize the worlds information and make it universally accessible and useful for everyone.• Why the Google approach is successful? – It gives value to customers like never before. – The market that Google targets is considered the biggest market in the world, everyone and anyone. It has the service and products and information that would satisfy people from different sectors, age groups, and ethnic backgrounds.
Question 6 What is Double Click?• Googles DoubleClick products provide ad management and ad serving solutions to companies that buy, create or sell online advertising.• The world’s top marketers, publishers, ad networks and agencies use DoubleClick products as the foundation for their online advertising businesses.• DoubleClick products help customers execute their digital media strategy more effectively.
Question 7 Can you please operationalise the term change in Schmid’s talk?1. Give the consumers the controlon the information that they get.2. Everything is changing, ourinformation about the future islinear, but the information isalways static, it’s alwayschanging.
Question 8 What does Schmidt mean when he said “the market decides”• Companies don’t have full control over their products and service, they deliver what the customers want.• Consumers decide what they want, and with similar interests, they create the market.• Markets are satisfied by the products and services that companies alter to fit the needs of those markets.
Question 9 What is the key insight?• The mobile device, along with advertising (Display Advertising), will cause the next information revolution.
Question 10 How can we approach advertising?• In the new era, we need to combine several devices such as Desktop, Mobile and Tabloids to reach customers, and by doing that we can target them better.• Predict future trendsand technologies
Question 11 What is the publisher’s solution?• Its not only about the Reach, its about the publisher’s solution.• The publishers solution is Trial and Error, until the perfect solution is reached.
Question 12 Identify the characteristics of the new online advertising model?• Its not about clicking the word or finding the word, getting the information is very easy.• The information now covers everyone, it doesn’t depend on the language people speak or the identity they have.
Question 13Can you please capture the vision of the future of information in one key word?• Digital