6. Commerce
INR 9,259 Cr.
E-commerce market size
Source: http://contentsutra.com/article/indian-e-commerce-market-close-to-1-billion/. This is 2009 data. This number is growing at 30% YoY
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8. An Opportunity waiting to be Captured
81 M users + growing at over 1500% in the last 10 years + nascent Digital ad landscape
35%
30% UK
51
% spent on Digital advertising
25%
China
Japan
20% China
99 420 US
US
Japan
Latent Opportunity
15% 239 India
Russia Brazil
59 Russia
10%
UK
Brazil
India
5% 76
81
0%
-500% 0% 500% 1000% 1500% 2000% 2500%
-5%
% growth in users (2000 – 10)
Source: Internetworldstats.com Google Confidential and Proprietary
9. How meaningful is Internet audience in India
Internet Users
81 Mn
SEC AB, 15-34
33 Mn
Urban India
244 Mn
Twice the size of the most targeted audience cluster
Google Confidential and Proprietary 9
IRS (15+ years) and Comscore
10. Internet and the English speaking audience
The
Internet
Leading
English
English
English
news
dailies
Channels
Magazines
Reach 65 M 18 M 8M 7.3 M
urban readers households readers
Ad Rs. 6000 Cr.* Rs. 2000 Cr. *
Rs. 800 Cr Rs. 800 Cr.*
Spend
Source: Icube report 2010, IRS 2010. Estimations based on % reach of all media. Initial Data from Group M media report Google Confidential and Proprietary 10
11. Mobile Landscape
600 M + Mobile
Users
150+ M data
enabled devices
in India today
30-35 M Mobile
Internet users
Source: http://gigaom.com/2010/06/10/india-3g-subscribers/
Google Confidential and Proprietary
18. BA used it for connecting with their audience
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19. Presence
Your digital presence is premium shelf space. Use it to
win friends and influence consumers
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20. The Internet is the Zero ‘Moment of Truth’
The Internet is the
first place I usually
go to when
researching products
to buy.
60% I have changed my 39%
mind about which
brand to buy following
research on the web.
Source: Consumer Commerce Barometer 2010, Google India Google Confidential and Proprietary 20
21. Occupy your online shelf space
Sponsored Results
Organic Results
Hair Care Category – 1.4
Million plus monthly queries
200% YOY Growth
Google Confidential and Proprietary 21
22. Here’s how Kerala tourism did it!
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28. What do marketers care about?
Reach Engagement Resonance
Youtube = Reach + Resonance+ Engagement
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29. YouTube Allows Your Consumer To Participate…
2nd largest search engine
15 Million monthly Unique Visitors
14 minutes average time spent by a user
500,000 Unique Visitors per day
Premium Channel Partners - (Colors, Yash Raj films, NDTV, ESPN, Midday)
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30. Here are some examples..
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31. 2. Youtube means Relevance
Associate your brand with
popular content
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32. 2. Youtube means Relevance
Be contextually relevant
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33. 3. Youtube means Engagement
Own a Brand Channel in a highly Engaged Environment: Engage via contests, graphics, video walls
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34. Advertising will be about engagement
not awareness
Consumers will engage…
…using different formats
…about what’s around them
…in new, creative forms of media and commerce
…with their friends
…in many other ways we haven’t thought of yet!
Google Confidential and Proprietary
36. The Web is ‘Social’
Consumers are engaged in continuous conversations
about your brands… in REAL TIME
36
Google Confidential and Proprietary 36
37. 2700 video uploads, 600K views in 14 days…
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38. Advertising in 2015: Five Truths
• More consumers will spend more time online
• Digitalization of content will lead to display being larger
than search
• New tools of access will dissolve the boundaries around a
consumer’s right for information
• Advertising will be about engagement not awareness
• Agencies need to recreate themselves for a new paradigm
39. Thank You
Google Confidential and Proprietary 39
40. The ‘Individual’ is Powerful
• 53% of all Internet users admit to
communicating about brands online
- Consumer Survey, Europe
9 in 10 consumers trust their peers more
than marketers
- Nielsen
71% say they look for recommendations
from similar people on a website
- Google Market Research
Google Confidential and Proprietary 40
41. Indian Marketers Are Betting On Digital
400%
353%
%age Change
350% in Online
Marketing
300% Spends
(2008, 2009)
250%
200%
150%
100%
70%
50%
19%
0%
-50% -35%
-100% IT/ITeS/ FMCG Consumer BFSI
Internet Durables
Google Confidential and Proprietary 41
42. Unlocking the Google potential : The AIDA
approach
Search
Re-search
Brand Objectives Google Offerings
Branding, Launches YouTube, Google
Awareness Display Network
Creating & Capturing Product 24*7 Search Presence, Google
interest. Interest Display Network
Sustaining Product interest
Scaling up loyal traffic to your Desire Re-marketing, YouTube Brand
website Channel
Google Analytics
Monitor, Optimize & Action
Experiment
Integrate offline and online campaigns / messaging to drive maximum Google Confidential and Proprietary
impact