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Online & Search Marketing Trends Naphisira Phasukavanich Strategic Partner Manager Channel Partnerships, Southeast Asia
The Web Is What You Make Of It
Global Online Trend 3
Making Global Connections
Over 1.8 billion people online
Information 20 Years AgoLocal libraries, morning papers Now4 billion global searches per day 6 Source: According to Comscore, in June 2008 there were over 60 billion searches conducted worldwide - equivalent to more than 2 billion searches per day on average
Communication  210 Billion   Emails & IMs sent per day 900,000 posts posted daily by bloggers . Eq. To 19 years of NY Times Source: Gizmodo, Dec 09
Entertainment 35 hours  Video uploaded to YouTube per minute  eq. to 235,000             Full-length movies uploaded per week Source: Google data, Nov 10
Community 860 Million Internet users on  a social network 5,000 every second Number of tweets at peak time  Source: Mary Meeker, Oct 09 & Apr 10
Mobile Over 3B app downloads and counting Average Android user downloads 40 apps 25% of iPhone & Android users spend2 hrs/day in apps 10 Source: Google Internal Data, based on a basket of 20,000 keywords within the shopping category, AdMob May 2010, Complete Inc. 09, mocoNews 09
Commerce 20 years ago Local shops, catalogues Now 85% of internet usersworldwide have bought something online
Consumers Are Spending More Time Online Total US Advertising Spend Media Consumption $303 Billion 6% Online The Opportunity Going Online 14 hours per week 41% of their time Gap between ad spend and media consumption 22% TV 20% Direct Mail Watching TV 14 hours per week 14% Newspapers 5% Yellow Pages 4% Magazines 7% Radio Listening to Radio 4 hours per week 21% Other Media Reading Magazines, 2 hours Reading Newspapers, 1 hour Source: “US Entertainment and Media Consumer Survey Report 2007” JupiterResearch (April 2007); Universal McCann (June 2007); eMarketer (Feb 2007); Google internal estimates
The Web Is Going Local 1 in 5 desktop searches are related to location.** 1 in 3 mobile searches are related to location.** 97% online consumers use the web to research for products.* Source: *Yahoo! and comScore Study Finds Online Consumers Who Pre-Shop on the Web Spend More In-Store. July 2007.  **Source: Google
60% of consumers are more likely to engage with an ad that is relevant to their location. 60% of local searches result in purchases Source – TMP/Comscore, JiWire
Thailand – Online Trend
Thailand Internet User 2009 ,[object Object]
On average, internet users across the region each spent 16.8 hours per month.
From Sep 2008-2009, the number of searches jumped by 33%.
In Sep 09, the region made 38.6 billion searches, average up to 88 searches per user in that month.
44% of search activity in Sep 09 took place on GoogleSource: Internetworldstat, April 2010 16
Broadband and Internet Households ,[object Object]
This represents a YoY growth of 14.6%.
Thailand is ranked 9th in Asia in terms of Broadband Penetration Rate, 2008 (Source: Pyramid Research and Light Reading, “Top 10 Telecom Market: Asia,” February 9, 2009)17 Source: eMarketer. 17
AdvertisingSpend YoYGrowth 2009 Share of total advertising 2009 18 Source: ZenithOptimediaAdvertisingExpenditureForecastsJuly 2010.  EffectiveMeasure, 2011
In Sum, Thailand Online Market – Strong Growth Ahead ,[object Object]
Internet penetration rate is at 24.4% … and growingSource: internet world stats/ emarketer.com
Social Networks ,[object Object],Sources: eMarketer.
It is time to integrate mobile into your strategy. Mobile
» Search engines with high usage – daily: 60% on smartphone, computer with much higher usage. Smartphone n= 944 Computer n= 970 22 Usage Frequency of Search Engines Base:	Private smartphone users who use the internet in general / also the computer and who are searching via search engine Q31:	How often do you do searches (via Google Yahoo! Bing etc.) on your ... ?
Used Search Engines » Google is No. 1 in Thailand with great competitive advantage – no matter on which device. Smartphone Computer Usage general Mainly used Others None n= 1000 / n= 944 n= 979 / n= 970 Base:	Private smartphone users who use the internet in general / also the computer and who are searching via search engine Q29:	Which of the following search engines do you use to search for information on your ... ? Q30:	Which of the following search engines do you use most often on your ... ? 23
Search Engine Attitudes 72% 71% 65% 63% 61% 52% 29% Of people normally find websites via a search engine Of people believe search engines quickly help them find relevant sellers of a product they are looking to buy Of people believe search engines help them  find websites they wouldn’t find any other way Of people think the placement of a brand on the search results page reflects the importance of the brand company Of people expect leading brands to be on top of the search results page Of people think information about a particular company, service or slogan in an offline channel has driven them to search for information online Of people rarely or never look at more than one page of search engine results Question: Thinking about times when you have used search engines to help you do your research for products or services, to what extent do you agree or disagree with the following statements: Source: Q8 / Consumer Commerce Barometer / TNS Infratest, Fieldwork June 8 - June 29, 2010 / base: n =2,001Top 2 on a 5 point scale=strongly agree, agree 24
eCommerce Overview
Total Purchase ,[object Object],Share of Purchasers within last 12 months  Base: Onliner For each vertical, the graph shows the percentage of respondents who purchased at least one product within the respective vertical. Multiple product purchases within a vertical are still only counted once - hence "net". The maximum net percentage therefore is 100%. Question: When did you last buy any of the following products or services: within the last 3 months, the last 6 months, the last 12 months, more than 12 months or never? Source: Q1 / Consumer Commerce Barometer / TNS Infratest, Fieldwork June 8 - June 29, 2010 / base: n =2,001  26
Method of Purchase ,[object Object],Method of Purchase Base: Online and Offline Shopper Question: Thinking about the last time you bought each of these products or services, how did you purchase them: online, by phone, by catalogue, in a store/agency/ showroom or any other way? Source: Q2 / Consumer Commerce Barometer / TNS Infratest, Fieldwork June 8 - June 29, 2010 / base varies for each product category  27
Shifts in Thailand Online Consumer Behavior ,[object Object]
40% of Thai internet users say that online presence significantly increase their interest in brands.Source: emarketer.com
Payment, Legal and Financial ,[object Object]
Legal Landscape: Thailand generally follows the civil law system. The legal landscape of Thailand changed with the introduction of new product liability legislation in 2009. This is a significant change to the liability terrain of businesses operating in Thailand. In general, however the legal landscape is moderately complex with some sectors being more regulated than others. Ref: Asialaw
Opportunities: Thailand is an export dependant economy with exports accounting for more than two thirds of GDP. Most of its workforce is in agriculture, forestry, and fishing. Tourism is an important industry and presents numerous opportunties. Ref: Economist

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Webnatics th seminar nett

  • 1. Online & Search Marketing Trends Naphisira Phasukavanich Strategic Partner Manager Channel Partnerships, Southeast Asia
  • 2. The Web Is What You Make Of It
  • 5. Over 1.8 billion people online
  • 6. Information 20 Years AgoLocal libraries, morning papers Now4 billion global searches per day 6 Source: According to Comscore, in June 2008 there were over 60 billion searches conducted worldwide - equivalent to more than 2 billion searches per day on average
  • 7. Communication 210 Billion Emails & IMs sent per day 900,000 posts posted daily by bloggers . Eq. To 19 years of NY Times Source: Gizmodo, Dec 09
  • 8. Entertainment 35 hours Video uploaded to YouTube per minute eq. to 235,000 Full-length movies uploaded per week Source: Google data, Nov 10
  • 9. Community 860 Million Internet users on a social network 5,000 every second Number of tweets at peak time Source: Mary Meeker, Oct 09 & Apr 10
  • 10. Mobile Over 3B app downloads and counting Average Android user downloads 40 apps 25% of iPhone & Android users spend2 hrs/day in apps 10 Source: Google Internal Data, based on a basket of 20,000 keywords within the shopping category, AdMob May 2010, Complete Inc. 09, mocoNews 09
  • 11. Commerce 20 years ago Local shops, catalogues Now 85% of internet usersworldwide have bought something online
  • 12. Consumers Are Spending More Time Online Total US Advertising Spend Media Consumption $303 Billion 6% Online The Opportunity Going Online 14 hours per week 41% of their time Gap between ad spend and media consumption 22% TV 20% Direct Mail Watching TV 14 hours per week 14% Newspapers 5% Yellow Pages 4% Magazines 7% Radio Listening to Radio 4 hours per week 21% Other Media Reading Magazines, 2 hours Reading Newspapers, 1 hour Source: “US Entertainment and Media Consumer Survey Report 2007” JupiterResearch (April 2007); Universal McCann (June 2007); eMarketer (Feb 2007); Google internal estimates
  • 13. The Web Is Going Local 1 in 5 desktop searches are related to location.** 1 in 3 mobile searches are related to location.** 97% online consumers use the web to research for products.* Source: *Yahoo! and comScore Study Finds Online Consumers Who Pre-Shop on the Web Spend More In-Store. July 2007. **Source: Google
  • 14. 60% of consumers are more likely to engage with an ad that is relevant to their location. 60% of local searches result in purchases Source – TMP/Comscore, JiWire
  • 16.
  • 17. On average, internet users across the region each spent 16.8 hours per month.
  • 18. From Sep 2008-2009, the number of searches jumped by 33%.
  • 19. In Sep 09, the region made 38.6 billion searches, average up to 88 searches per user in that month.
  • 20. 44% of search activity in Sep 09 took place on GoogleSource: Internetworldstat, April 2010 16
  • 21.
  • 22. This represents a YoY growth of 14.6%.
  • 23. Thailand is ranked 9th in Asia in terms of Broadband Penetration Rate, 2008 (Source: Pyramid Research and Light Reading, “Top 10 Telecom Market: Asia,” February 9, 2009)17 Source: eMarketer. 17
  • 24. AdvertisingSpend YoYGrowth 2009 Share of total advertising 2009 18 Source: ZenithOptimediaAdvertisingExpenditureForecastsJuly 2010. EffectiveMeasure, 2011
  • 25.
  • 26. Internet penetration rate is at 24.4% … and growingSource: internet world stats/ emarketer.com
  • 27.
  • 28. It is time to integrate mobile into your strategy. Mobile
  • 29. » Search engines with high usage – daily: 60% on smartphone, computer with much higher usage. Smartphone n= 944 Computer n= 970 22 Usage Frequency of Search Engines Base: Private smartphone users who use the internet in general / also the computer and who are searching via search engine Q31: How often do you do searches (via Google Yahoo! Bing etc.) on your ... ?
  • 30. Used Search Engines » Google is No. 1 in Thailand with great competitive advantage – no matter on which device. Smartphone Computer Usage general Mainly used Others None n= 1000 / n= 944 n= 979 / n= 970 Base: Private smartphone users who use the internet in general / also the computer and who are searching via search engine Q29: Which of the following search engines do you use to search for information on your ... ? Q30: Which of the following search engines do you use most often on your ... ? 23
  • 31. Search Engine Attitudes 72% 71% 65% 63% 61% 52% 29% Of people normally find websites via a search engine Of people believe search engines quickly help them find relevant sellers of a product they are looking to buy Of people believe search engines help them find websites they wouldn’t find any other way Of people think the placement of a brand on the search results page reflects the importance of the brand company Of people expect leading brands to be on top of the search results page Of people think information about a particular company, service or slogan in an offline channel has driven them to search for information online Of people rarely or never look at more than one page of search engine results Question: Thinking about times when you have used search engines to help you do your research for products or services, to what extent do you agree or disagree with the following statements: Source: Q8 / Consumer Commerce Barometer / TNS Infratest, Fieldwork June 8 - June 29, 2010 / base: n =2,001Top 2 on a 5 point scale=strongly agree, agree 24
  • 33.
  • 34.
  • 35.
  • 36. 40% of Thai internet users say that online presence significantly increase their interest in brands.Source: emarketer.com
  • 37.
  • 38. Legal Landscape: Thailand generally follows the civil law system. The legal landscape of Thailand changed with the introduction of new product liability legislation in 2009. This is a significant change to the liability terrain of businesses operating in Thailand. In general, however the legal landscape is moderately complex with some sectors being more regulated than others. Ref: Asialaw
  • 39. Opportunities: Thailand is an export dependant economy with exports accounting for more than two thirds of GDP. Most of its workforce is in agriculture, forestry, and fishing. Tourism is an important industry and presents numerous opportunties. Ref: Economist
  • 40. Financial overview: Strong local demand in the housing market. Resilient banking system and expansion of banking loan growth. Public debt at 42% of GDP. Bullish stock market riding on an expanding economy. Ref: CIA, Thailand business news29 For detailed information on all legal restrictions consult the resources on the import/export resource slide
  • 41. Top Thailand Sites Source: http://internet.nectec.or.th/document/pdf/20070824_Important_Intenet_Statistics_of_Thailand.pdf 30
  • 44. 33 The AdWords Reseller program is designed to support local players to address the SME opportunity Google AdWords Eco-system Users Set up account directly with Google SMB Advertisers Opt to work with a third party to manage their advertising for them
  • 45.
  • 46. Human Interaction and Time required
  • 48. The Resellers are the local business consultants supporting SMB advertisers 35 Local Business Consultant With Unique Selling Proposition Strategic Consulting Sell & Manage AdWords Training GOOGLE PARTNER Customer Service Marketing Technical Support Billing & Collections Financial Incentives
  • 50. 37 Thailand - ROPO Behaviour by Product Category (1/3) Selection: Bought at least 1 product of the respective category in the last 12 months (max. n=18 items) Source: Q2, Q3.1 / Consumer Commerce Barometer / TNS Infratest, Fieldwork June 8 - June 29, 2010 / base varies for each product category
  • 51. 38 Thailand - ROPO Behaviour by Product Category (2/3) Selection: Bought at least 1 product of the respective category in the last 12 months (max. n=18 items) Source: Q2, Q3.1 / Consumer Commerce Barometer / TNS Infratest, Fieldwork June 8 - June 29, 2010 / base varies for each product category
  • 52. 39 Thailand - ROPO Behaviour by Product Category (3/3) Selection: Bought at least 1 product of the respective category in the last 12 months (max. n=18 items) Source: Q2, Q3.1 / Consumer Commerce Barometer / TNS Infratest, Fieldwork June 8 - June 29, 2010 / base varies for each product category

Editor's Notes

  1. Almost all online consumers (97%) use online media when researching products or services in their local area  [source: BIA/Kelsey study, 3/10/10]What we’re seeing at Google:1 in 5 desktop searches are related to location [source:Google blog, 4/20/10]. Think of the millions of searches made everyday online to get an estimate of the amount of local activity happening on Google. About 1 in 3 mobile search queries are made by people looking for something in their local area [source: Google mobile blog]For example, iPhone users conduct 30% more daily queries from Maps than do computer users[source: Google Internal stat]
  2. 10mfacebook users in Thailand
  3. The reason SMB customers need a service provider is because they are either not interested too busynot able to do it themselves. For example: it may also be a poor waste of time for a plumber who instead of spending a hours managing his adwords campaign could be billing clients