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Be B.O.L.D. ( plus 1 free! ) An Industry initiative brought to you by Google India Be B.O.L.D. 4 Common Sense Ideas to Build Your Brand Online

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BOLD Means - B - Build for efficiency O - Operate to acquire L - Lead with experimentation D - Design for engagement

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Page 1: Be Bold - 4 Common sense

Be B

.O.L

.D.

( plus 1 free! )

An Industry initiative brought to you by Google India

Be B.O.L.D.4 Common Sense Ideas

to Build Your Brand Online

Page 2: Be Bold - 4 Common sense

Sources: Comscore | IRS 2008, R2 | Comscore World Media Metrix | First study of Internet usage in India tracks users across India for May 2008

India is online. Latest research seems to put that

number anywhere in excess of 4 crore people.

The average Indian also visits the Internet almost

everyday for upto a half hour at a time.

So, of course, you want to build your brand on the Web.

This is often easier said than done. It certainly doesn’t

seem easy - not everyone understands exactly how to

do this; there seem to be so many new things to learn,

so many different rules. Plus, today’s economy certainly

doesn’t make things easier.

What if we told you, it’s actually simpler than you think?

To prove this to you we present 4 common sense ideas

that will help you get started towards establishing a

powerful brand presence online.

Sometimes all it requires is for you to Be BOLD…

Page 3: Be Bold - 4 Common sense

Be BOLD

Build for Efficiency

Operate to Acquire

Lead with Experimentation

Design for Engagement

4 Common Sense Ideas to Build Your Brand Online

Page 4: Be Bold - 4 Common sense

How to use this booklet

This booklet is divided into four sections, one for each of the four ideas of Be BOLD.

Each idea is further supported by two marketing insights. These marketing insights

show you how to actually put the Be BOLD ideas into action.

Each marketing insight is broken down as follows:

Marketing insight

Research data

Marketeer check list

Advertiser insight

Tools you can use

Page 5: Be Bold - 4 Common sense

Catch trends before they become trends

Save money the old-fashioned way… Don’t waste it

1. Build for Efficiency

Page 6: Be Bold - 4 Common sense

"The tipping point is that magic moment when an

idea, trend, or social behavior crosses a

threshold, tips, and spreads like wildfire.”

- Malcolm Gladwell, Author

No one knows exactly when the next big thing

becomes just that - the next big thing. The

problem, though, isn’t being able to predict what

the next big trend, fad, best seller or killer product

might be. It’s often not being able to read the signs

in time. The trick is to catch these just as they start

to form not when they’re near tipping point.

Catch trends before they become trends

Think about using : Google Trends

Google Trends allows you to see how often people are

searching for different things on Google. It also shows how

frequently certain topics have appeared in Google News

stories, and in which geographic regions (in India or the

whole world) people have searched for them most.

With Hot Trends you can see the fastest-rising searches for

different points of time. For example: you can see a list of

today’s top 100 fastest-rising search queries in India. You

can also use Google Trends to get insights into the traffic and

geographic visitation patterns of your favorite websites!

Find it at : www.google.com/trends

Did You Know?

More Indians online are comparing prices and

purchasing products online today than in 2005*

* Google India Benchmark Study | May 2008 | Google India, Netpop Research

Ask yourself:

Do I get regular and accurate feedback on what

my customers feel about my product/ services?

How long will it take me to respond to changes in

my target group or market?

1. IPL Final Match

5. IPL Final

16. Manish Pandey

19. Zoozoo wallpapers

Google Hot Trends indicates the Top 50 most searched for terms on www.google.co.in the day of the IPL final

Page 7: Be Bold - 4 Common sense

“If brands are built over years, why are they

managed over quarters?”

- Leonard Lodish, Wharton Business School

In the 2008 IBM Global CEO Study, CEOs rated

market factors (48%), people skills (48%) and

technological factors (35%) as the three external

factors that would most impact their businesses.

As more and more marketers move from intuition

to science, tracking and tweaking their campaigns

using increasingly complex models, the future will

undoubtedly go to the more diligent. And this is,

perhaps, where the digital medium rolls up its

sleeves. What makes the digital medium such an

incredible marketing channel are the robust

campaign data it gives marketers.

When you embark on a marketing activity,

especially one that aspires to wield the enormous

power of the Internet ensure you have the tools at

hand to accurately track if your campaign

objectives are being met.

Save money the old-fashioned way, don’t waste it

Think about using : Google Analytics

Google Analytics is a free tool which can help you improve

your marketing ROI. It shows you which sites, search

engines and search words are sending traffic to your

website. It also shows you how long visitors are spending on

your site and which pages they seem to prefer.

Find it at: www.google.com/analytics/

Did You Know?

The impact of online ads is equivalent to TV and

greater than other forms of offline advertising*

Source : India Benchmark Survey | May 2008 | Google India, Netpop Research

Ask yourself:

Do I know which of my marketing campaigns are

working and why?

Do I have a way to get the information I need to

make better marketing decisions?

Custom Reports

Create, save, and edit custom reports that present the information you want to see organized in the

way you want to see it.

Page 8: Be Bold - 4 Common sense

Reach Wide but Target Narrow

Find the People Who Want to Find You

2. Operate to Acquire

Page 9: Be Bold - 4 Common sense

"Customers buy for their reasons, not yours.”

- Orvel Ray Wilson, Author

And that may be truer today than ever before.

Estimates indicate that the average person will

have access to some 80 million commercial

messages in their lifetime. Research also

indicates that we’ll now produce more information

in just one year than has been produced in the last

5,000 put together. With so many options for

information your consumers now have a multitude

of places to get their information.

The converse is also true-your brand now has

more places it can be heard. It’s important that you

know where to reach your customer effectively.

Reach wide but target narrow

Think about using : Google Content Network

Advertising on the content network allows you to be present

at multiple consumer touch points. Google’s Content

Network allows you to tap into the advantages of display

advertising and make contextual targeting work for you. By

advertising on Google’s content network your text, video and

image ads can be exactly targeted to different websites and

their content. These ads are so well matched that readers

find them useful.

Find it at: www.google.com/adword/containnetwork

Did You Know?

53% say the Web/ online is how they prefer to

learn about new brands

Source: India Benchmark Study May 2008 1005 online interviews Google India, Netpop Resea

Ask Yourself :

Do I know the different themes that could be

relevant to my brand and brand message?

Do I know which sites are the most relevant for

me to be present on and why?

Advantages of the Google Content Network

Brand Reach - Up to of the India’s Internet users 

Brand Awareness - Over chances every month to show your ad across a range of BFSI-

related websites alone

Brand Re-inforcement - Over unique page views every month

Brand Association - of content specific sites on which to show your ad

70%

400 million

25 billion

Tens of Thousands

Page 10: Be Bold - 4 Common sense

One of the Internet's strengths is its ability to help

consumers find the right needle in digital haystack

of data.”

- Jared Sandberg, Wall Street Journal

More than half Indian Internet users polled

indicated the first thing they did on the Internet was 2go to a search engine . Data also indicates that

consumers prefer to do their homework online

even if they’re eventually going to purchase offline

- even among in-store purchases, search engines

are key: 97% of in-store purchasers use search 3engines .

The implications are clear-no matter where they

hear about a product or service or where they’re

evenutally going to buy it, consumers seem to

prefer going online first.

Find the people who want to find you

Think about using : Google Adwords

Google Adwords allows you to reach your target consumer

by putting control entirely in your hands. Change an ad

anytime you want, set your own budget and accurately track

your ad’s performance

Find it at: See details on Pg 19 to find out how to get started

Did You Know?

Over 80% said online ads increased their interest

in the brands or products advertised; 40% said 1

they “greatly” increased their interest

Source: 1. India Benchmark Study | May 2008 | Google India, Netpop Research 2. I-Cube 2008 | Online Content Report | 4.9MM users in 30 cities MRB 3. India Retail Survey | February 2009 | Google India, Netpop Research

|

Ask Yourself:

When my consumers look for me online, can

they find me?

Page 11: Be Bold - 4 Common sense

Redefine the rules of the game

Get more from what you already have

3. Lead With Experimentation

Page 12: Be Bold - 4 Common sense

"I still observe executives exhibiting the same lack

of courage or knowledge that undercut previous

waves of innovation.” - Rosabeth Moss Kanter,

Harvard Business School

When it comes to communicating your brand

message, building associations with your offline

campaigns or simply creating and sustaining a

true first-mover’s advantage, the trick is knowing

how to make your advertising work for you,

whether this means finding a new way to say what

you want to or picking a different channel to get the

same message across.

If you’re going to change: experiment early, iterate

quickly and innovate boldly.

Redefine the rules of the game

Think about using : Blogger, Google Maps

Blogger.com is Google’s free publishing service that allows

you to customize and publish your own blog on the web

instantly to communicate with anyone on the Internet.

Google Maps offers user-friendly interactive maps of India

and the world. It also allows individuals and businesses to

create a custom map for personal use, to mark a business

location, service provider and more

Find it at : www.blogger.com

local.google.co.in

Did You Know?

Indian internet users view blogs and forums as

good sources of information and an excellent

platform for publishing their own views to the 1world

Sources: 1. I-Cube 2008 | Online Content Report | IMRB 2. Google Internal Data; 3. Google Zeitgeist

Ask Yourself:

If I just changed where I used them, would I be

able to make my campaign creatives do more

for me?

Could the Internet easily prove a more cost-

effective extension of my branding and PR

activities, if I just tweaked my internal

resources?

Google maps could provide a powerful way to reach out to your customers. For eg: By clearly marking

where your ATMs/ bank branches offering specific services are located in the city

Page 13: Be Bold - 4 Common sense

“Investors and analysts often prefer that firms

maximise shareholder value by ‘sticking to their

knitting’.”

-Mary Benner, Wharton Business School

This holds true for both your customers and your

content. Imagine the kind of brand engagement

you could generate if your ad went viral - 1 person

sends it to 10, who send it to 100, who send it to

1000... And what if you discovered that all it

required for this to happen was an easy way to

show other people that video?

Better yet, what if we said you don’t even need to

‘create an ad’. Remember the new credit card ad

with the funny guy dancing in different parts of the

world? It all started with a video called ‘Where the

heck is Matt?’ (find it on YouTube)

Get more from what you already have

Think about using : YouTube

YouTube allows you to use the combined advantages of the

Internet & video to extend the ways your brand and

messaging interacts with your target consumer. Today, over 215 hours of content uploaded onto YouTube every minute .

In 2008, YouTube was the fastest rising search term on

Google India, and was also among the top 5 most popular 3searches for 2008 after Orkut, Gmail, Yahoo and Google

Find it at : in.youtube.com

Did You Know?

Photo/Video sharing has emerged as one of the

activities Indian Internet users do most every day*

* I-Cube 2008 | Online Content Report | IMRB

Ask Yourself:

Are my TV ads the kinds that people would

readily pass on to their friends if I simply made

them more accessible?

Do I have campaign video creatives – both

global and local – that I can easily use online to

extend the life of my campaign?

Page 14: Be Bold - 4 Common sense

Don’t underestimate ‘Word of Mouth’

Force Your Brand to Listen

4. Design for Engagement

Page 15: Be Bold - 4 Common sense

“While it may be true that the best advertising is

word-of-mouth, never lose sight of the fact it also

can be the worst advertising.”

- Jef I. Richards

Consumers influence each other as easily as they

are influenced. They talk, when they like

something and especially when they don’t. With

social networking and the Internet, they’re no

longer talking to just their friends and family.

Today, when they talk the whole world can listen in.

Don’t underestimate ‘Word of Mouth’

Think about using : orkut

Research indicates that Indians spend 2 Billion minutes on 2social networking sites every month. When you build an

online community on orkut, you could access some 14

million+ unique visitors and about 2.5 million daily visitors in

India alone. Over 80% of orkut’s audience in India is

between 18 – 34 years in age. You can now also advertise on 3orkut.

Find it at : www.orkut.com

Did You Know?

78% of consumers trust - either completely or

somewhat - the recommendation of other 1

consumers

Sources: 1. ‘Trust in Advertising Global Report’ | Nielsen, October 2007 2. Comscore 3. Comscore for India, July 2008, Comscore Media Metrix, Oct 2008

Ask yourself :

Do I know what my consumer is saying about

me?

Do I have a way of talking so they listen?

MTV India uses Orkut to create 260,000 new Roadies faster & cheaper

Page 16: Be Bold - 4 Common sense

“The consumer isn't a moron. She is your wife.”

- David Ogilvy

Your consumers and how they feel about different

products, prices and their favorite brands are

always changing. They are influenced by tens of

thousands of messages, videos, chats,

commercials and so much more. What’s more,

consumers no longer want to be talked to or told

what’s good for them by brand propaganda.

Today’s consumer is changing faster than she

ever has. And for any brand hoping to talk to their

consumers it’s important to know what to say and

in a manner that they will listen.

Force your brand to converse

Think about using : Google Insights for Search

Google Insights for Search allows you to know what your

customers are thinking. Get insights on what people were

searching for in Mumbai, India or around the world today,

yesterday or in 2004. For example : You can use Google

Insights for Search to learn that people in India have been

looking online to ‘buy iphone’ since 2006! And the most

interest is from Delhi & Gujarat!

Find it at : www.google.com/insights/search

Did You Know?

55% of consumers want an ongoing dialogue with 1

brands

Sources: 1. ExPO TV Survey (administered to influential consumers on the ExpoTV community) | 2008 2. Comscore Matrix: Community India for Oct 2008 3. Comscore for india, July 2008, Comscore Media Metrix, Oct 2008

Ask yourself :

Do I know what is most important to my

consumer?

Do I know how my consumer feels about me

or my branding message?

Do I have a way of listening when my

consumers talk?

Google Insights for Search indicates how the only time the number of people searching for information on Harbhajan surpassed that for Dhoni was in April 2008 - the time of the controversial Sreesanth slapping incident

Page 17: Be Bold - 4 Common sense

5. Know what works and do more of it

Page 18: Be Bold - 4 Common sense

“Any company that cannot imagine the future

won’t be around to enjoy it.”

- C.K Prahalad & Gary Hamel, Management

Authors & Gurus

Know what works and do more of it

The only way to succeed is to stop talking and start

doing.

“The key question is, “How do I accomplish growth

and cost efficiency at the same time?”

Our strong point of view is that a ruthless and

disciplined focus on ROI is the only answer. ROI

should be the key yardstick by which you measure

how you invest your precious resources going

forward. And the Internet can deliver these

efficiencies.

The Internet is measurable and provides precise

control over how your marketing investments get

allocated. There is no more efficient media

channel available. Period.

At the same time it is also the Internet that can help

you grow by:

1) Reaching relevant customers in India and

around the world

2) Converting these prospects into revenue

efficiently

3) Enabling you to grow along with the fastest

growing medium in the country”

Managing Director,

Google India

Shailesh Rao

Page 19: Be Bold - 4 Common sense

Supercharge your brand now

To understand how to implement these four ideas

for your brand, please schedule a customized

presentation:

Finance

Pavan Varma

+91-9987521735

Technology & Telecom

Manish Tahilyani

+91-9953591223

FMCG

Ashwin Venkatraman

+91-9611897125

Auto

Gaurav Kapur

+91-9810158071

Travel

Manan Singhi

+91-9818411908

Education

Ajay Malhotra

Page 20: Be Bold - 4 Common sense

© 2009 Google Inc. All rights Reserved. Google and the Google logo are trademarks of Google Inc. No part(s) of this publication

may be copied and /or excerpted in any way, form or manner without the prior written permission from Google Inc.