How technological and internet trends affect branding, Basak Tamar, Regional Manager, Google EMEA
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The document summarizes the impact of the internet on marketing based on a presentation given by Basak Tamar of Google EMEA. It notes that 1.2 billion people use the internet via PC and 3 billion via phones. It discusses how the internet has democratized information and led to ubiquitous connectivity. It provides statistics on internet searches, emails/IMs sent, EU e-commerce market size, social network users, and YouTube videos played daily. It emphasizes that an online presence is now vital for businesses to reach customers, but that the offline brand alone is not enough, and companies must listen to consumers and involve them in shaping products/brands.
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How technological and internet trends affect branding, Basak Tamar, Regional Manager, Google EMEA
- 1. Google Confidential and Proprietary 1 Impact of the Internet on Marketing Basak Tamar Regional Manager, Google EMEA Interactive Marketing Conference, Athens 4 December, 2008
- 2. 2Google Confidential and Proprietary 1.2 Billion people online via PC 3 Billion people with phones
- 3. 3Google Confidential and Proprietary Democratisation of the tools of production Drivers of change Ubiquitous connectivity Falling cost of storage
- 4. 4Google Confidential and Proprietary Beautycare Information Information Beautycare Beautycare Cheap flights Beautycare Cheap flights Astronomy Beautycare Cheap flights Astronomy Hermann Maier Beautycare Cheap flights Astronomy Hermann Maier Timex 5DD3000 Beautycare Cheap flights Astronomy Hermann Maier Timex 5DD3000 flights to New Zealand Paella recipes Tai Chi lessons phosphorescence guitar tabs Population of Nigeria Bochner’s thereom Beautycare Cheap flights Astronomy Hermann Maier Timex 5DD3000 flights to New Zealand Paella recipes Tai Chi lessons phosphorescence Beautycare Cheap flights Astronomy Hermann Maier Timex 5DD3000 flights to New Zealand Paella recipes Tai Chi lessons Beautycare Cheap flights Astronomy Hermann Maier Timex 5DD3000 flights to New Zealand Paella recipes Beautycare Cheap flights Astronomy Hermann Maier Timex 5DD3000 flights to New Zealand Beautycare Cheap flights Astronomy Hermann Maier Timex 5DD3000 flights to New Zealand Paella recipes Tai Chi lessons phosphorescence guitar tabs Beautycare Cheap flights Astronomy Hermann Maier Timex 5DD3000 flights to New Zealand Paella recipes Tai Chi lessons phosphorescence guitar tabs Population of Nigeria Beautycare Cheap flights Astronomy Hermann Maier Timex 5DD3000 flights to New Zealand Paella recipes Tai Chi lessons phosphorescence guitar tabs Population of Nigeria Bochner’s thereom Pedrafita do Cebreiro Cheap flightsAstronomyHermann MaierTimex 5DD3000flights to New ZealandPaella recipesTai Chi lessonsphosphorescencePopulation of NigeriaPedrafita do CebreiroBochner’s thereomguitar tabsBattle of Mojkovac 1 Billion Google searches per day
- 5. 5Google Confidential and Proprietary Communication Information Communication 80 Billion Emails & IMs sent per day
- 6. 6Google Confidential and Proprietary 6 eCommerce Information eCommerce Communication €130B EU eCommerce market
- 7. 7Google Confidential and Proprietary 7 Community Information eCommerce Community Communication 250M Internet users on a social network
- 8. 8Google Confidential and Proprietary 8 Entertainment Information eCommerce Entertainment Communication Community 500M YouTube playbacks per day
- 9. 9Google Confidential and Proprietary 1. Internet is now mass market; the same customers are online as in offline Consumer trends 2. Power has shifted; consumers are much better informed about products/brands 3. Consumers are vocal and engaged online, are you listening?
- 10. 10Google Confidential and Proprietary 1. Your online presence vital to reach your customers What does it mean for you? 2. Your offline brand is not enough; invest into online advertising & your product performance 3. Listen to consumers and get them involved in shaping your product/ brand
- 11. 11Google Confidential and Proprietary 1. Your online presence is vital Understanding purchase decisions Οδός Ερμού
- 12. 12Google Confidential and Proprietary 1. Your online presence is vital Power of integrated communications Sources: Google Insights for Search (searches) and TNS Media Intelligence (TV Dollars) for period July 27-August 10,2008. United buys $1M of NBC airtime to promote premium class product (first introduced 2007) Google searches on “United Business Class” increase 54% compared to previous week During the Opening Weekend of the 2008 Beijing Olympics… Alfa Romeo launches the TV campaign of MiTo in Greece Spot airs Viewers search Google immediately Greek Searches for “mito” on Google, on September 2008
- 13. 13Google Confidential and Proprietary 2. Your offline brand is not enough Consumers have more choice than ever
- 14. 14Google Confidential and Proprietary 2. Your offline brand is not enough …and sometimes even not necessary
- 15. 15Google Confidential and Proprietary 3. Listen to consumers and get them involved Let’s talk about a few examples…
- 16. Google Confidential and Proprietary 16 Thank you!