how technological and internet trends affect branding, basak tamar, regional manager, google emea

Google Confidential and Proprietary 1

Impact of the Internet on MarketingBasak Tamar

Regional Manager, Google EMEAInteractive Marketing Conference, Athens

4 December, 2008

2Google Confidential and Proprietary

1.2 Billion people online via PC

3 Billion people with phones

3Google Confidential and Proprietary

Democratisation of the tools

of production

Drivers of change

Ubiquitous connectivity

Falling cost of storage

4Google Confidential and Proprietary

Beautycare

Information

Information

BeautycareBeautycareCheap flights

BeautycareCheap flightsAstronomy

BeautycareCheap flightsAstronomyHermann Maier

BeautycareCheap flightsAstronomyHermann MaierTimex 5DD3000

BeautycareCheap flightsAstronomyHermann MaierTimex 5DD3000flights to New ZealandPaella recipesTai Chi lessonsphosphorescenceguitar tabsPopulation of NigeriaBochner’s thereom

BeautycareCheap flightsAstronomyHermann MaierTimex 5DD3000flights to New ZealandPaella recipesTai Chi lessonsphosphorescence

BeautycareCheap flightsAstronomyHermann MaierTimex 5DD3000flights to New ZealandPaella recipesTai Chi lessons

BeautycareCheap flightsAstronomyHermann MaierTimex 5DD3000flights to New ZealandPaella recipes

BeautycareCheap flightsAstronomyHermann MaierTimex 5DD3000flights to New Zealand

BeautycareCheap flightsAstronomyHermann MaierTimex 5DD3000flights to New ZealandPaella recipesTai Chi lessonsphosphorescenceguitar tabs

BeautycareCheap flightsAstronomyHermann MaierTimex 5DD3000flights to New ZealandPaella recipesTai Chi lessonsphosphorescenceguitar tabsPopulation of Nigeria

BeautycareCheap flightsAstronomyHermann MaierTimex 5DD3000flights to New ZealandPaella recipesTai Chi lessonsphosphorescenceguitar tabsPopulation of NigeriaBochner’s thereomPedrafita do CebreiroCheap flightsAstronomyHermann MaierTimex 5DD3000flights to New ZealandPaella recipesTai Chi lessonsphosphorescencePopulation of NigeriaPedrafita do CebreiroBochner’s thereomguitar tabsBattle of Mojkovac

1 BillionGoogle searches per day

5Google Confidential and Proprietary

Communication

Information

Communication

80 BillionEmails & IMs sent per day

6Google Confidential and Proprietary 6

eCommerce

Information

eCommerce

Communication

€130BEU eCommerce market

7Google Confidential and Proprietary 7

Community

Information

eCommerce

Community

Communication

250MInternet users on a social

network

8Google Confidential and Proprietary 8

Entertainment

Information

eCommerce

Entertainment

Communication

Community 500MYouTube playbacks

per day

9Google Confidential and Proprietary

1. Internet is now mass market; the same customers are online as in offline

Consumer trends

2. Power has shifted; consumers are much better informed about products/brands

3. Consumers are vocal and engaged online, are you listening?

10Google Confidential and Proprietary

1. Your online presence vital to reach your customers

What does it mean for you?

2. Your offline brand is not enough; invest into online advertising & your product performance

3. Listen to consumers and get them involved in shaping your product/ brand

11Google Confidential and Proprietary

1. Your online presence is vital Understanding purchase decisions

Οδός Ερμού

12Google Confidential and Proprietary

1. Your online presence is vital Power of integrated communications

Sources: Google Insights for Search (searches) and TNS Media Intelligence (TV Dollars) for period July 27-August 10,2008.

United buys $1M of NBC airtime to promote premium class product

(first introduced 2007)

Google searches on “United Business Class” increase 54%

compared to previous week

During the Opening Weekend of the 2008 Beijing Olympics…

Alfa Romeo launches the TV campaign of MiTo in Greece

Spot airs

Viewers search Google immediately

Greek Searches for “mito” on

Google, on September 2008

13Google Confidential and Proprietary

2. Your offline brand is not enoughConsumers have more choice than ever

14Google Confidential and Proprietary

2. Your offline brand is not enough…and sometimes even not necessary

15Google Confidential and Proprietary

3. Listen to consumers and get them involvedLet’s talk about a few examples…

Google Confidential and Proprietary 16

Thank you!