Building brands with GoogleAnand Tilak - Agency Relationsatilak@google.com                                 1
Digital is notJUST Media..Allows you tokeep up withconsumers
Two years ago …Bandwidth for 20 homes generated more traffic than theentire internet in 1995
today’s hyper-connected consumertelevision                     phone                                   tabletcomputer
34% of TV viewers are surfing the internetNielsen Digital consumer media study SEA - 2011   5   Google confidential       ...
Traditional funnel – Linear and One way
New funnel – Complicated & Interactive
Media consumption V/s Budget allocation                         48                                   1.2%*                ...
i   II   i
‘4I’s’ Approach INSIGHT              IDEAS           IMPLEMENT         IMPACT    Ask                Make             Imple...
INSIGHT: Through a digital lens INSIGHT              IDEAS           IMPLEMENT         IMPACT    Ask                Make  ...
Search Trends for Vietnam  Increased 12 times in last 5 years                                       12
Search Trends Vietnam–Share of Mobile queries                                           13
Search Trends for Mobile phones Vietnam                                          14
Search Trends for Mobile phones                                  15
Search query trend – Life of an issue                             16              Number of search queries   Google Confid...
What drives Search queries ?                          37%                          38%                       30%          ...
How Does your Consumer Re-search?                                                                                    Click...
IDEAS: Through a digital lens INSIGHT              IDEAS           IMPLEMENT         IMPACT    Ask                Make    ...
Ideas for Digital  Ø Search Strategy  Ø Connecting the dots                           20
Search Strategy  Ø  Defend  Ø  Conquer  Ø  Expand
Expand                  Dating                           Defend                                 Garlic rice         Halls ...
Connecting the dots  http://www.youtube.com/watch?v=zlfKdbWwruY&feature=related
Connecting the dots
Engaging users – Using Technology                                    25
Engaging users – Using Content
Connecting the dots  http://www.youtube.com/watch?v=zlfKdbWwruY&feature=related
IMPLEMENTING through Google INSIGHT              IDEAS           IMPLEMENT         IMPACT    Ask                Make      ...
Our Media Platforms                      Google                      Display                      Network
Our Media Platforms                      Google                      Display                      Network
Our Media Platforms                      Google                      Display                      Network
Our reach in Vietnam – 13 million users
Relevant users at relevant times
Relevant users at relevant times
Relevant Audience at Relevant time            Cost Per Click
Unsnobby coffee campaign
Zero Momentof Truth
!"#$%#&$$()#*+$,$!&-+"$   Google Confidential and Proprietary
What’s Happening at T-1       The Zero             The First     Moment of Truth      Moment of Truth                     ...
How can you follow your users ?           Let’s use an example…           …user visits your site  41	  
User visits a site
But doesn’t take any action
Our Media Platforms                      Google                      Display                      Network
5 billion people have a mobile phone.                                  that s 1 billion more people                       ...
15 Apps / user                     1 hour / user /daySource: AdMob data
Transparent & Accountable  AdMob Targeting Options          device OS carrier          content Categories                 ...
Transparent & Accountable  AdMob Targeting Options          device OS carrier                              location   rema...
Transparent & Accountable  AdMob Targeting Options                             content Categories                         ...
Our Media Platforms                      Google                      Display                      Network
Mainstream & growing fast4	  billion	  videos	  viewed	  	  per	  day	  2nd	  largest	  search	  engine	  behind	  Google	...
Impact Through a Digital LensINSIGHT              IDEAS           IMPLEMENT         IMPACT   Ask                Make      ...
Providing Answers  Where and why are visitors     Where are my visitors  abandoning my shopping cart?   coming from?Is my ...
http://www.youtube.com/watch?v=Ln_OHv3rIMs   57
If you remember nothing else...  INSIGHT      IDEAS      IMPLEMENT        IMPACT                                          ...
Anand Tilak - Agency Relations     atilak@google.com
Google Viet Nam Day
Google Viet Nam Day
Google Viet Nam Day
Google Viet Nam Day
Google Viet Nam Day
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Google Viet Nam Day

  1. 1. Building brands with GoogleAnand Tilak - Agency Relationsatilak@google.com 1
  2. 2. Digital is notJUST Media..Allows you tokeep up withconsumers
  3. 3. Two years ago …Bandwidth for 20 homes generated more traffic than theentire internet in 1995
  4. 4. today’s hyper-connected consumertelevision phone tabletcomputer
  5. 5. 34% of TV viewers are surfing the internetNielsen Digital consumer media study SEA - 2011 5 Google confidential Google Confidential and Proprietary
  6. 6. Traditional funnel – Linear and One way
  7. 7. New funnel – Complicated & Interactive
  8. 8. Media consumption V/s Budget allocation 48 1.2%* 74.4 29 19.4 14 Print 9 4.5Source: Nielsen 2011 Nielsen SEA 2011 * Google Estimate
  9. 9. i II i
  10. 10. ‘4I’s’ Approach INSIGHT IDEAS IMPLEMENT IMPACT Ask Make Implement Prove what Questions Decisions Plans works Consumers? WHO to target? Advertising Tracking Brand? WHAT to offer? Media Testing Competition? HOW to communicate? PR / Promotions ROI
  11. 11. INSIGHT: Through a digital lens INSIGHT IDEAS IMPLEMENT IMPACT Ask Make Implement Prove what Questions Decisions Plans works Consumers? WHO to target? Advertising Tracking Brand? WHAT to offer? Media Testing Competition? HOW to communicate? PR / Promotions ROI
  12. 12. Search Trends for Vietnam Increased 12 times in last 5 years 12
  13. 13. Search Trends Vietnam–Share of Mobile queries 13
  14. 14. Search Trends for Mobile phones Vietnam 14
  15. 15. Search Trends for Mobile phones 15
  16. 16. Search query trend – Life of an issue 16 Number of search queries Google Confidential and Proprietary
  17. 17. What drives Search queries ? 37% 38% 30% 17% 9%
  18. 18. How Does your Consumer Re-search? Clicks on ad and goes to your TV  buying  guide  /  7ps   WebsiteSearch  for  LCD  TV     Checks  all  op7ons   User  reviews   Searches  for  LED  TV     Searches  for  Samsung  TV    
  19. 19. IDEAS: Through a digital lens INSIGHT IDEAS IMPLEMENT IMPACT Ask Make Implement Prove what Questions Decisions Plans works Consumers? WHO to target? Advertising Tracking Brand? WHAT to offer? Media Testing Competition? HOW to communicate? PR / Promotions ROI
  20. 20. Ideas for Digital Ø Search Strategy Ø Connecting the dots 20
  21. 21. Search Strategy Ø  Defend Ø  Conquer Ø  Expand
  22. 22. Expand Dating Defend Garlic rice Halls Listerine Mouthwash Smoking Listerine Listerine Clorets Bad breath Conquer Job interview
  23. 23. Connecting the dots http://www.youtube.com/watch?v=zlfKdbWwruY&feature=related
  24. 24. Connecting the dots
  25. 25. Engaging users – Using Technology 25
  26. 26. Engaging users – Using Content
  27. 27. Connecting the dots http://www.youtube.com/watch?v=zlfKdbWwruY&feature=related
  28. 28. IMPLEMENTING through Google INSIGHT IDEAS IMPLEMENT IMPACT Ask Make Implement Prove what Questions Decisions Plans works Consumers? WHO to target? Advertising Tracking Brand? WHAT to offer? Media Testing Competition? HOW to communicate? PR / Promotions ROI
  29. 29. Our Media Platforms Google Display Network
  30. 30. Our Media Platforms Google Display Network
  31. 31. Our Media Platforms Google Display Network
  32. 32. Our reach in Vietnam – 13 million users
  33. 33. Relevant users at relevant times
  34. 34. Relevant users at relevant times
  35. 35. Relevant Audience at Relevant time Cost Per Click
  36. 36. Unsnobby coffee campaign
  37. 37. Zero Momentof Truth
  38. 38. !"#$%#&$$()#*+$,$!&-+"$ Google Confidential and Proprietary
  39. 39. What’s Happening at T-1 The Zero The First Moment of Truth Moment of Truth 40  
  40. 40. How can you follow your users ? Let’s use an example… …user visits your site 41  
  41. 41. User visits a site
  42. 42. But doesn’t take any action
  43. 43. Our Media Platforms Google Display Network
  44. 44. 5 billion people have a mobile phone. that s 1 billion more people than have access to a clean toilet Source: New York Times, Where a cell phone Is still cutting edge, and UNICEF, April 2010 Google Confidential and Proprietary
  45. 45. 15 Apps / user 1 hour / user /daySource: AdMob data
  46. 46. Transparent & Accountable AdMob Targeting Options device OS carrier content Categories psychographic location remarketing 50 Google confidential Google Confidential and Proprietary
  47. 47. Transparent & Accountable AdMob Targeting Options device OS carrier location remarketing 51 Google confidential Google Confidential and Proprietary
  48. 48. Transparent & Accountable AdMob Targeting Options content Categories psychographic 52 Google confidential Google Confidential and Proprietary
  49. 49. Our Media Platforms Google Display Network
  50. 50. Mainstream & growing fast4  billion  videos  viewed    per  day  2nd  largest  search  engine  behind  Google  72  hours  of  video  uploaded  every  minute    
  51. 51. Impact Through a Digital LensINSIGHT IDEAS IMPLEMENT IMPACT Ask Make Implement Prove what Questions Decisions Plans worksConsumers? WHO to target? Advertising Tracking Brand? WHAT to offer? Media TestingCompetition? HOW to communicate? PR / Promotions ROI
  52. 52. Providing Answers Where and why are visitors Where are my visitors abandoning my shopping cart? coming from?Is my website design What do people do whileDriving people away? on my site? Which marketing initiatives What keywords resonate are the most effective? with prospects and have the power to convert them? Quick to set up, easy to use, and it s free!
  53. 53. http://www.youtube.com/watch?v=Ln_OHv3rIMs 57
  54. 54. If you remember nothing else... INSIGHT IDEAS IMPLEMENT IMPACT Promoted Videos Online £3.71 TV £2.01 £0.60 Try the Training & Multiple media Tracking Tools Workshops platforms best practice Campaign deployment Evaluation
  55. 55. Anand Tilak - Agency Relations atilak@google.com

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