The document discusses how businesses can be more like the internet by transcending boundaries, going bigger and faster through technology, and focusing on personalizing messages for humans. It provides examples of how the internet is becoming more seamless, mobile, and humanized. It encourages businesses to expand across channels, measure impact, experiment quickly, and listen to customers in order to drive results.

1. Be like the internet
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2. the internet is becoming…
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3. the internet is becoming…
More seamless Bigger, faster More humanized
Dissolving boundaries Adding people, data, and More mobile, natural to interact
between people and computing power at an with, and socially aware
information, across space accelerating pace
and time
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4. …more seamless
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5. Project Glass
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6. …bigger, faster
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7. …more humanized
speaker camera screen gps chip microphone
voice eyes skin location ears
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8. supporting people’s goals
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9. the greater search
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10. to succeed, be like the internet
Transcend boundaries Go bigger, faster Focus on the human
between online/offline, by tapping into technology by personalizing your message,
divisions of your company, that works together, across nurturing the purchase process,
and devices people use your business needs and listening to users
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11. transcend boundaries
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12. expand by adding channels
Building Materials & Office Supplies Business formation Enterprise
Supplies Technology
2.5 +18%
Building
Materials 30%
25%
1.8
1.6
+16% Office
Supplies 20%
18%
1.8
1.6
+12% 20%
18%
2.5
2
+10% Business
Formation 20%
18%
16%
2 16% 16%
1.4 1.4 Desktop
Desktop
Desktop
Desktop
14%
20% 14% 14% queries
1.2
queries 1.2 queries queries
1.5 12%
1.5 12% 12%
1 1 Mobile/Tablet
10% Mobile/
15% Mobile/Tablet
10% 10% Mobile/Tablet
queries
0.8 0.8 queries
queries
1 1
queries 8%
8% 8%
10% 0.6 0.6 Mobile
%
of
all 6% Mobile
%
Mobile
%
of
6% 6% Mobile
%
of
all
all 0.4 all
0.5 0.4 4% 4% 0.5 4%
5%
0.2 2% 0.2 2% 2%
0 0% 0 0% 0 0% 0 0%
Jan-­‐11 Jan-­‐12 Jan-­‐11 Jan-­‐12 Jan-­‐11 Jan-­‐12 Jan-­‐11 Jan-­‐12
37%
of large b2b
advertisers*
have a mobile
optimized website
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13. HowToGetMo.com
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14. expand by adding markets
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15. go bigger, faster
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16. understand drivers for enquiries
Drivers within
Digital
Policies through AdWords (Online and
Offline)
Source: Google Analytics
Online Driving
Offline
Source: ABN AMRO Oct 2010
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17. measure business impact
Source: Avinash Kaushik Google Confidential and Proprietary 17

18. line of sight model
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Source: Avinash Kaushik

19. use your levers to drive results
Source: Avinash Kaushik
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20. Experiment and fail fast
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21. focus on the human
Source: Google & OX, “B2B Procurement Study”
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22. add value – get into consideration set
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23. maximise video to drive demand
“Of the different
marketing tactics we
use to reach prospects
and customers,
YouTube has emerged
as particularly
important. It allows us
to deliver a clear and
concise message in a
format that’s engaging
and easy for people to
share”.
Jamie Grenney
Sr. Director of Social Media
Salesforce.com
7,500 YouTube 46 Hyper-Efficient
video views Sales Reps on the phone
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24. great content can come from anywhere
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25. create unique experiences
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26. create unique experiences
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27. surface recommendations when they matter
The world is
changing…
In 2011, the average U.S.
shopper consulted
10.4 sources
prior to purchase, 2x as many
as the year before
1 in 4 search results
for the World’s Top 20 largest
brands are links
to user-generated content
60% of B2B buyers say word of
mouth from peers influences their
decisions
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28. personalise your messages
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29. Surface recommendations when they matter
5-10%
avg. search ad CTR uplift
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30. web is a focus group of the world
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31. it will drive new insights
Your brand
Brand 1
Brand 2
Brand 3
Brand 4
Brand 5
Brand 6
5 Brand 7
3 Brand 8
Your
Comp 1 brand
4
7
Comp
2
6
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32. be like the internet
Transcend boundaries Go bigger, faster Focus on the human
between online/offline, by tapping into technology by personalizing your message,
divisions of your company, that works together, across nurturing the purchase process,
and devices people use your business needs and listening to users
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33. greater searches, greater goals
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34. thank you
HanneTI@google.com
Twitter: @tuomisto
G+ tuomistoinch
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