Golden digital event hochiminh dec 9 ghislain


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Ghislain Le Chatellier, Head of Online Sales & Operations for Google Southeast Asia provides insights about customer and internet usage behavior.

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Golden digital event hochiminh dec 9 ghislain

  1. 1. Insights and Trends in Online08th Dec. 2010Ghislain Le ChatelierHead of Online Sales & Operations, SouthEast Asia Google Confidential and Proprietary 1
  2. 2. Making Global Connections Google Confidential and Proprietary
  3. 3. Over 1.5 billion people online Google Confidential and Proprietary
  4. 4. Information 20 Years Ago Local libraries, morning papers Now 4 billion global searches per day 4Source: According to Comscore, in June 2008 there were over 60 billion searches conducted worldwide - equivalent to more than 2 Google Confidential and Proprietary billion searches per day on average
  5. 5. Communication 210 BillionEmails & IMs sent per day900,000 postsposted daily by bloggers . Eq. To 19years of NY Times Google Confidential and Proprietary Source: Gizmodo, Dec 09
  6. 6. Entertainment 35 hours Video uploaded to YouTube per minuteeq. to 235,000 Full-length movies uploaded per week Google Confidential and ProprietarySource: Google data, Nov 10
  7. 7. Community860 MillionInternet users ona social network5,000 every secondNumber of tweets at peak time Google Confidential and Proprietary Source: Mary Meeker, Oct 09 & Apr 10
  8. 8. Mobile Over 3B app downloads and counting Average Android user downloads 40 apps 25% of iPhone & Android users spend 2 hrs/day in appsSource: Google Internal Data, based on a basket of 20,000 keywords within the shopping category, AdMob May 2010, Complete Inc. 09, mocoNews 09 Google Confidential and Proprietary 8
  9. 9. Business 80% Of B2B customers always search for products & services before purchase* Google Confidential and ProprietarySource: Marketing Sherpa B-to-B Marketing Lead Generation, Nurturing, and Conversion Stats & Tactics, June 2007
  10. 10. An SEA example - Travel in Vietnam 32x Growth Travel category Google search queries volume growth for Vietnam since 2005 2Sources: Google Internal Travel Categories Search Queries Volume Trend Google Confidential and Proprietary
  11. 11. Shift in Media Consumption: Internet time is more than 2.5x time spent on TV Media Consumption 36h 14h 6h 3hQ: Approximately how many days in a typical week do you do each of the following activities/ Approximately how n=1094long do you spend doing each of these activities on the days that you do them? Base: All Respondents (Natural fall-out) Online Consumer Benchmark Study. Vietnam. July 2010, Netpop Research, LLC Confidential and Proprietary 11
  12. 12. E-Commerce is New and Growing rapidly in Vietnam Year Began Purchasing Products Online 1Y ago I have never purchased a product online 16% Less than 6 months ago Had ever purchased online 27% 43% 2 or more years ago Today (2008 or earlier) 8% 8% 14% 73% Have ever 1 year to less than 2 years purchased online ago (2008-2009) 6 months to less than 1 year (2009-2010) n=1094 Base: All Respondents (Natural fall-out)Q: When did you begin purchasing products online? Online Consumer Benchmark Study. Vietnam. July 2010, Netpop Research, LLC Confidential and Proprietary 12
  13. 13. Shift in Media Consumption influences Purchase behavior Purchase Offline Purchase OnlineResearchOnline* 83% 15% ... But 98% of all purchases involve OnlineResearch Research beforeOffline** 2% 0% purchase A vast Majority of Purchases are made In-Store... n=2288 Base: All purchases made either online or at a store and used at least one source Online Consumer Benchmark Study. Vietnam. July 2010, Netpop Research, LLC Confidential and Proprietary 13
  14. 14. Online is Prime Medium at every step of the Purchasing Funnel Mobile Phone and/or Smartphones Category Most Helpful Source at Each Phase Percent Who Participated at Each Phase Internet/online sources TV ad82% General information gathering Friends/f amily Magazine ad Internet/online sources are Evaluation & comparing Newspaper ad most helpful in every phase 84% Magazine article 85% Final purchase decision Newspaper article Friends/family are also helpful in the TV show final decision phase Retail store Sales person Purchase Billboard or outdoor ad Postal mail ad or catalog Gathering general information (n=282) Telemarketing Evaluating and comparing options (n=289) n=343 Radio show Making a final purchase decision (n=292) Base: Mobile Phone Sub-Group who used at least one source 0% 10% 20% 30% 40% 50% Q: For every phase, please indicate the one source that was most helpful during that phase Online Consumer Benchmark Study. Vietnam. July 2010, Netpop Research, LLC Confidential and Proprietary 14
  15. 15. Shift in how to reach Purchase Funnel stages Traditional Analog New Digital Short-lived, flighted assets Durable, always-on marketing & publicity assets TV Print Radio Direct Mail Catalogs Search Blogs Video Mobile Rich Online Media Display Awareness Interest Consideration Purchase Google Confidential and Proprietary 15
  16. 16. #1 Find Demand Google Confidential and Proprietary 16 Google Confidential and Proprietary 16
  17. 17. Understand demand: using Search as a barometer Google Confidential and Proprietary
  18. 18. #2 Convert Demand Google Confidential and Proprietary 18 Google Confidential and Proprietary 18
  19. 19. Let’s go on a journey with Mark… Turkey holiday‘Turkey Holiday’ search information Turkey Planning‘Turkey Hotels’ search Turkey Hotels Turkey Holiday Videos Capture users when they are surfing the Web at all stages of the purchasing funnel 19 Google Confidential and Proprietary
  20. 20. Search is the way in… 49% of online shoppers have changed their mind about which brand to buy following research on the web Google Confidential and ProprietarySource: EIAA mediascope Europe Study, Nov 2007
  21. 21. Leveraging Search for Lead and Traffic generation Google Confidential and Proprietary
  22. 22. Leveraging Search for Lead and Traffic generation Search Query: ‘hotels hochiminh city’ Google Search Results Google Confidential and Proprietary
  23. 23. Leveraging Search for Lead and Traffic generation AdWords Ads Google Confidential and Proprietary
  24. 24. Expanding your Reach on the Display Network 200b ad exposures/month 146M unique visitors/month 80% reach of Internet users 3X more ads served than any other ad network More ads on large sites* than any other ad network 7X more ads on niche sites than any other ad network Source: Comscore November 2007 24Sites with 1M+ monthly users Google Confidential and Proprietary 24Source: comScore Key Measures Report, March 2009; Attributor Inc., Dec. 2008
  25. 25. Leverage YT to build your brand and Engage Leverage the Brand effect Extend your Reach Users search more and 2nd Search engine after Google more for Brands, rather than generic terms. 448 Million visitors each month Increase Awareness & 2 Billion daily video views Build your Territory Video Engages Users... ...Including You ! Use YouTube to inform, entertain or educate Setting up a 2-ways conversation with your users and clients • Simple • Unexpected • Emotional • Entertaining 50% of all videos are commented on YouTube Google Confidential and Proprietary 25Source: Google data, 2010
  26. 26. Engage your Consumers: Anywhere – Anytime Watch Movies Searching Home WorkBrowse Internet Use Apps Shopping Commuting 26 Google Confidential and Proprietary
  27. 27. Building your Brand – And leverage new channels Convert your Tweet feed into ads - automaticallyEngage with your audience andencourage dialogueBuild your brandDrive traffic and sales for instantpromotions Google Confidential and Proprietary 27
  28. 28. #3 Measure Results! Google Confidential and Proprietary
  29. 29. Getting to know the half that works… Where do my users come from? Is my advertising effective? Do users like my website? How do users get to know my site? How do I improve the interactions with users? Shedding more light on : - ROI of Leads campaigns - Audience of Branding campaigns - Engagement patterns of visitors Google Confidential and Proprietary 3 Google Confidential and Proprietary 29
  30. 30. Key Takeaways 1 Growing Trends in Online, Changes in Consumers’ Behaviour 2 Investing Online Now is Key to capture Opportunities Online Advertising allows you to Capture Leads, Build your Brand, 3 Engage with users. And Measure. Google Confidential and Proprietary 30
  31. 31. Google Confidential and Proprietary 31