An Industry Created Around Google


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Jeff Sauer from Three Deep presented this deck to a class at the Carlson School of Management at the University of Minnesota. Presentation is centered around what Google means to an Online Marketer and to a growing digital agency.

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An Industry Created Around Google

  1. 1. An Industry Created Around Google Presented by Jeff Sauer to Carlson School BA 1905: Internet Search Economics, Google, and New Business Opportunities April 5, 2010
  2. 2. Today’s Agenda <ul><li>Creation of a New Industry </li></ul><ul><li>What Google Means to Online Marketing </li></ul><ul><li>What Makes Google Interesting? </li></ul><ul><li>What Does the Future Hold? </li></ul><ul><li>About Three Deep </li></ul><ul><li>Questions and Answers </li></ul>
  3. 3. Creating an Industry Around Consumer Intent
  4. 4. The Database of Intentions <ul><li>“ The Database of Intentions is simply this: The aggregate results of every search ever entered, every result list ever tendered, and every path taken as a result. It lives in many places, but three or four places in particular hold a massive amount of this data (ie MSN, Google, and Yahoo). This information represents, in aggregate form, a place holder for the intentions of humankind - a massive database of desires, needs, wants, and likes that can be discovered, subpoenaed, archived, tracked, and exploited to all sorts of ends. Such a beast has never before existed in the history of culture, but is almost guaranteed to grow exponentially from this day forward. This artifact can tell us extraordinary things about who we are and what we want as a culture. And it has the potential to be abused in equally extraordinary fashion.” </li></ul><ul><li>John Battelle – The Search ( </li></ul>
  5. 5. Search Industry: $0 to Billions
  6. 6. Spending on Search Engines <ul><li>Search market is a growing by billions of dollars each year </li></ul><ul><li>Growth patterns held steady, even during economic downturn </li></ul><ul><li>Revenue Model still being defined and constantly evolves </li></ul><ul><li>Google still has many tricks up their sleeves for monetizing the search engine </li></ul><ul><ul><li>Industry focused teams </li></ul></ul><ul><ul><li>Introduction of new markets </li></ul></ul><ul><ul><li>Replicating mass media models </li></ul></ul><ul><ul><li>Acquisition of new companies </li></ul></ul><ul><ul><li>Increasing value of each visitor </li></ul></ul><ul><ul><li>Riding emerging channel growth </li></ul></ul>
  7. 7. What does Google Mean to Online Marketing? EVERYTHING
  8. 8. Google Products and Certifications Google products tied to my Google Account Google certifications attained
  9. 9. Google Events and Teams <ul><li>Events attended at Google: </li></ul><ul><li>Google Analytics Authorized Consultants (GAAC) Conference in Mountain View </li></ul><ul><li>MomDotCom Research Seminar in New York City </li></ul><ul><li>Google teams we work closely with </li></ul><ul><li>Google Analytics </li></ul><ul><li>Consumer Packaged Goods (CPG) Industry Team </li></ul><ul><li>National Agency Team (for large spending advertisers) </li></ul><ul><li>Friends and contacts on many other teams </li></ul>
  10. 10. What Makes Google Interesting?
  11. 11. What Makes Google Interesting? <ul><li>Google’s Mission and Motto </li></ul><ul><li>Working at Google </li></ul><ul><li>How Google Makes Money </li></ul><ul><li>20% Time and Culture of Innovation </li></ul><ul><li>Acquisition of Strategic Technologies and Services </li></ul><ul><li>Challenges Facing Google </li></ul>
  12. 12. Google’s Mission and Motto <ul><li>Official Mission Statement: </li></ul><ul><ul><li>“ to organize the world's information and make it universally accessible and useful” </li></ul></ul><ul><li>Unofficial Motto: </li></ul><ul><ul><li>“ Don’t Be Evil” </li></ul></ul>
  13. 13. Working at Google <ul><li>Hiring only the best and brightest candidates </li></ul><ul><li>Employ many independent contractors vs. employees </li></ul><ul><li>Free gourmet food for all employees (it’s really good!) </li></ul><ul><li>20% of time can be spent working on pet projects </li></ul>
  14. 14. How Google Makes Money
  15. 15. Google’s 20% Time Innovation <ul><li>80% of Employees’ Time Goes to Core Job Functions </li></ul><ul><li>20% of Time Goes to Innovation </li></ul><ul><li>Some of Google’s Most Well Known Products came from 20% Time </li></ul><ul><li>50% of new product launches originated from 20% time </li></ul>
  16. 16. Google Acquisition Roadmap
  17. 17. Acquisitions We Use Today * Complete acquisitons list here:
  18. 18. Google’s Challenges <ul><li>Privacy Concerns </li></ul><ul><ul><li>China (Search Censorship) </li></ul></ul><ul><ul><li>Germany (Google Analytics) </li></ul></ul><ul><li>Competition </li></ul><ul><ul><li>Microsoft </li></ul></ul><ul><ul><li>Apple </li></ul></ul><ul><ul><li>Yahoo </li></ul></ul><ul><li>User Migration </li></ul><ul><li>Behavioral Changes </li></ul>
  19. 19. What Does the Future Hold?
  20. 20. Future of Google <ul><li>Parallels the future of online technology </li></ul><ul><li>Will be combination of acquisition, innovation and monetization </li></ul><ul><li>Arms race to stockpile assets and one-up Microsoft and Apple </li></ul><ul><li>Competing for consumers, trust and an edge in emerging markets </li></ul><ul><ul><li>Social </li></ul></ul><ul><ul><li>Mobile </li></ul></ul><ul><ul><li>Local </li></ul></ul><ul><ul><li>Technology </li></ul></ul><ul><ul><li>Health </li></ul></ul>
  21. 21. Future of Google: Social <ul><li>Real Time Search </li></ul><ul><li>Aggregation of Social Sites </li></ul><ul><li>Google Buzz </li></ul><ul><li>Google Wave </li></ul><ul><li>Google Friend Connect </li></ul><ul><li>YouTube and Video </li></ul><ul><li>Social Network (Orkut Revival)? </li></ul><ul><li>Monetization Model </li></ul>
  22. 22. Future of Google: Mobile <ul><li>Search </li></ul><ul><li>Voice </li></ul><ul><li>Phones </li></ul><ul><li>Operating System </li></ul><ul><li>Advertising </li></ul><ul><li>Information </li></ul><ul><li>Measurement </li></ul><ul><li>Location </li></ul><ul><li>Goggles </li></ul>
  23. 23. Future of Google: Local <ul><li>Local Businesses Advertising </li></ul><ul><li>Local Business Services </li></ul><ul><li>Location Awareness and Enhanced Targeting </li></ul><ul><li>29.6 Million Businesses in the US in 2008 * </li></ul><ul><li>If each business spends $100/year it becomes a $2.96 Billion Industry Segment </li></ul>X * Source: US Small Business Administration -
  24. 24. Future of Google: Technology <ul><li>Chrome Browser </li></ul><ul><li>Chrome OS </li></ul><ul><li>Google Fiber </li></ul><ul><li>Google Public DNS </li></ul><ul><li>Floating Data Centers </li></ul><ul><li>Google App Engine </li></ul><ul><li>Continuous Innovation </li></ul><ul><li>Patent Applications Galore </li></ul>
  25. 25. Future of Google: Health Source:
  26. 26. About Three Deep Marketing
  27. 27. Three Deep - What We Do Strategic Services Interactive Marketing Research Customer Relationship Management Social Media Strategy Sales and Marketing Alignment Search Engine Marketing Paid Search Marketing Search Engine Optimization Website Conversion Landing Page Optimization Interactive Marketing Campaign Management Email Marketing Social Media Engagement Reporting and Analysis Technology Services CRM Integration Website Development Database Marketing Web Services
  28. 28. Contact Jeff Sauer <ul><li>Jeff Sauer </li></ul><ul><li>Partner </li></ul><ul><li>Director of Interactive Marketing </li></ul><ul><li> </li></ul><ul><li>[email_address] </li></ul><ul><li>651-777-6601 </li></ul><ul><li>180 E 5 th Street </li></ul><ul><li>Suite 910 </li></ul><ul><li>St. Paul, MN 55101 </li></ul><ul><li>@threedeep </li></ul>
  29. 29. Questions?