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Mark Lopez Google 11.04.2011
The document discusses opportunities for marketing to US Hispanics in the digital space. It notes that 86% of Hispanics in the US now have broadband access and are key to growth, representing 50 million people and 16% growth from 2010-2014. Hispanics are more likely than other groups to own smartphones, tablets, and e-readers. The document outlines Google's partnership approach for marketers to integrate brands into US Hispanic video and lifestyle content and connect with relevant searches across Google platforms including YouTube, Google Display Network, and search. Upcoming innovations discussed include Google Wallet, Google Offers, and new social search features like +1.
Mark Lopez Google 11.04.2011
- 1. US Hispanic DigitalDiscussion Mark Lopez Head of US Hispanic and Panregional Sales November 2011 Google Confidential and Proprietary 1
- 2. Agenda • US HispanicDigital Opportunity • Google’s Partnership Approach with Marketers • Upcoming Innovations Google Confidential and Proprietary 2
- 3. No More DigitalDivide… 86% of Hispanics online Source: Google US Hispanics 2010, October 2010, OTX. have broadband Base: Total. TECH2. What type of Internet connection(s) do you have in your home? Google Confidential and Proprietary Google Confidential and Proprietary 3 A box (letter) indicates significant difference from comparative group(s) at 95% confidence.
- 4. US Hispanics AreKey to Growth 50M+ US Hispanics 1 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 4 2010.
- 5. Hispanics Maximize MobileMedia Hispanics are significantly more likely to have a smartphone than the general population. 45% of USH vs. 34% of general population Source: Google US Hispanics 2010, October 2010, OTX Base: Total. M1. Which of the following types of mobile phones, if any, do you use regularly? Google Confidential and Proprietary
- 6. US Hispanic MobileWeb Audience Vast and Growing Segment 11.8Muse the mobile web 54%YoY growth in smartphone penetration (May 2010 vs May 2011) Heavy Users of Emerging Mobile Content 61% access the mobile web using a smartphone 91%use a mobile browser 82%use non-native mobile apps Source: comsSore; CTIA; Analyst Reports; AdMobUU data; comScoreMobilens;comScoreMobillens Trend, May2011 Note: Mobile Web is defined as any users who accessed their phones browser or used a non-native application Google Confidential and Proprietary 6 Google confidential
- 7. Hispanics Have HighestTablet Adoption “Hispanics skew higher in ownership of 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 2011 Source: Pew Internet & American Life Project “E-reader ownership doubles in six month” June 27, 2011 Google Confidential and Proprietary 7 Google confidential
- 8. Agenda • US HispanicDigital Opportunity • Google’s Partnership Approach with Marketers • Upcoming Innovations Google Confidential and Proprietary 8
- 9. Create a USHispanic 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. US Hispanic Marketingwith 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 10 Source: Google US Hispanics 2010, October 2010, OTX Base: Search Engine Users. Which of the following search engines do you use to gather information online? / A box (letter) Google Confidential and Proprietary indicates significant difference from comparative group(s) at 95% confidence.
- 11. Agenda • US HispanicDigital Opportunity • Google’s Partnership Approach with Marketers • Upcoming Innovations Google Confidential and Proprietary 11
- 12. Mental Models DriveOur Game Google Confidential and Proprietary 12 Google confidential
- 13. Roger Bannister andthe Four Minute Mile Google Confidential and Proprietary 13 Google confidential
- 14. The First Moment ofTruth Google Confidential and Proprietary
- 15. The First Momentof Truth: Beyond the Point of Sale Google Confidential and Proprietary 15
- 16. The Traditional MentalModel of Marketing Stimulus First Second Moment of Moment of Truth Truth 16 Google Confidential and Proprietary
- 17. The New “FourMoments” 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. Revisiting the Pathto the First Moment of Truth Google Confidential and Proprietary
- 19. Google Wallet andGoogle 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. Google Confidential andProprietary
- 21. Google Confidential andProprietary
- 22. Google Confidential andProprietary
- 23. Search is BecomingMore Social Introducing the +1 Button and Social Search Google Confidential and Proprietary
- 24. Available on: Googlesearch results Google search ads Sites across the web Google Confidential and Proprietary
- 25. Adding the +1button to your site gives users even more 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. …leading to morerecommendations 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
Editor's Notes
- #4 There is no digital divideInternet use by Hispanics is inline (78vs79% for the general population86% of those online are on broadband Only 7% of OnlineHispanics indicate they do not have an Internet connection at home [3%] orsimply do not know [4%] (assumed don’t know = no)
- #6 We leapfrog the General Market in smartphone adoption…a lot of the utility of a smartphone is very relevant: staying in touch with family outside the US, etc…
- #7 CLEAR+ Here are some general stats on the Female mobile audienceTHESIS+ This is Clinique’s audience+ The first important take away here are both that women are using their smartphones the access the web (42%)+ They are right on par with the general population in the US+ The second take away is this audience is growing at a phenomenal pace (93% YoY) compared to 57% of general mobile phone population age 13+TRANSITION+ Now again let’s take it a step down, and look at how many of these women you can reach through Google’s AdMob network
- #10 AUDIENCE ENGAGEMENT
- #11 AUDIENCE ENGAGEMENT
- #13 Video?
- #14 “Human beings can’t run a mile in under four minutes. It simply isn’t possible.”Sound crazy? It does now. But for de- cades it was a common point of view. It was a mental model: an assumption about how the world worked. As Profes- sor Jerry Wind of the Wharton School tells the story:The four-minute mile seemed like a physical barrier that humans could not— Bob Thacker Gravitytank Strategic Advisor and former CMO of OfficeMaxcross... until May 6, 1954. That was the day that Roger Bannister, in a meet at Oxford, ran a mile in 3:59.4. He broke the barrier. Suddenly, in the next three years, 16 other runners cracked the four-minute mile as well.Was there some breakthrough in human evolution? No. What had changed was the mental model.
- #22 - 13 years ago links were most important, then apps, now People - we all produce information, share it, and connect with each other through the web- We are putting you, your identity, your interests, your relationships, your social graph at the center of the web and of Google. - Today’s online services to accomplish this are broken even awkward and not very satisfying. We are rebooting it for the web, reinventing it. Let me show you how..
- #23 Link to video: http://www.youtube.com/watch?v=xwnJ5Bl4kLILink to demo tool: http://www.google.com/+/demo/
- #24 Today, there are plenty of sharing methods to choose from, but many fail to surface these recommendations at the moment you need them most. For example, if a friend stayed at a great hotel in Madrid six months ago, and thought to share his opinion while the thought was top of mind, he could syndicate this endorsement pretty easily. It could have appeared in your inbox or perhaps an activity stream. But fast forward to today, while you’re planning your trip to Spain. Today, this recommendation might be lost in months of updates, messages, emails or pings. In other words, it won’t be surfaced at the moment you need it most.