dmitry sholomko: skaitmeninio marketingo tendencijos ir „google“
Post on 13-Sep-2014
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Dmitry apžvelgs skaitmeninės rinkodaros padėtį dabartinės ekonominės situacijos metu bei pateiks sėkmingų „Google“ verslo pritaikymo pavyzdžių iš kompanijos pasaulinės ir regioninės praktikos.TRANSCRIPT
Google Confidential and Proprietary 1
Digital marketing trends in the world
Dmytro SholomkoCountry Business Development Manager, Ukraine
Google Confidential and Proprietary 2
The Trends
3Google Confidential and Proprietary
Traditional medias vs. digital
NewspapersRadio
OutdoorsTV
Banner
Search
Context Ads
Blog
Original “Push” Customized “Pull”
Direct marketingMagazines
Brochures
• Mass communications
• Passive users
• Big investments with not predictable result
Traditional media Digital media
• 1-to-1 Communications
• Big level of interaction
• Clear and easy measurable results
4Google Confidential and Proprietary
Eight Trends Shaping Digital Marketing
Search is a core behavior1
5Google Confidential and Proprietary
Search Is a Core Behavior
5Google Confidential and Proprietary
6Google Confidential and Proprietary
Search Transcends Media
7Google Confidential and Proprietary
Eight Trends Shaping Digital Marketing
Be “always on”… your consumers are online 24/72
Search is a core behavior1
8Google Confidential and Proprietary
Millions of commerce-related searches in our region daily
Sample search terms profiled: buy a phone, furniture, shopping, e-shop
Be “Always On”… Your Consumers Already Are
9Google Confidential and Proprietary
Your Consumers Are “Always On”
Source: Google Trends (www.google.com/trends).
Search query ‘Wireless Internet’ in Ukraine, last 90 days:
10Google Confidential and Proprietary
So Your Marketing Can Be Always On
11Google Confidential and Proprietary
Eight Trends Shaping Digital Marketing
Be “always on”… your consumers are online 24/72
No medium is an island… offline events drive online activity3
Search is a core behavior1
12Google Confidential and Proprietary
Offline Events Drive Online Search
Source: Google Trends
13Google Confidential and Proprietary
Eight Trends Shaping Digital Marketing
No medium is an island… offline events drive online activity3
Be “always on”… your consumers are online 24/72
Video is becoming important4
Search is a core behavior1
14Google Confidential and Proprietary
Online Video Viewing Is Mainstream
Americans stream nearly 11 billion videos online monthly
70% of US Internet users view video online
Source: comScore Video Metrix May 2008.
15Google Confidential and Proprietary
16Google Confidential and Proprietary
Eight Trends Shaping Digital Marketing
Video is becoming important4
No medium is an island… offline events drive online activity3
Be “always on”… your consumers are online 24/72
Don’t think “If I build it they will come”… atomize and distribute5
Search is a core behavior1
17Google Confidential and Proprietary
Source: AMightyHeartMovie.com
18Google Confidential and Proprietary
18
Reaching Entertainment Consumers Across the Web
Movie trailer Photo timeline Save & share
19Google Confidential and ProprietaryGoogle Confidential and Proprietary 19
20Google Confidential and Proprietary
Eight Trends Shaping Digital Marketing
Don’t think “If I build it they will come”… atomize and distribute5
Ideas come from everywhere… tap into the wisdom of crowds6
Video is becoming very important4
No medium is an island… offline events drive online activity3
Be “always on”… your consumers are online 24/72
Search is a core behavior1
21Google Confidential and Proprietary
MasterCard: Let Peyton Talk
Source: Priceless.com
22Google Confidential and Proprietary
MasterCard: Let Victoria Talk, Too
Source: Priceless.com
23Google Confidential and Proprietary
Eight Trends Shaping Digital Marketing
Ideas come from everywhere… tap into the wisdom of crowds6
Don’t think “If I build it they will come”… atomize and distribute5
Reach consumers at the moment of relevance7
Video is becoming very important4
No medium is an island… offline events drive online activity3
Be “always on”… your consumers are online 24/72
Search is a core behavior1
24Google Confidential and Proprietary
24
Read About.com
Nutrition tips
Find the nearest
gyms
Post recent photos
of the kids for Grandma
Get directions
to Tommy’s soccer game
Watch cooking
videos online
Shop for children’s
sneakers Schedule a haircut
for the boys
Find quick,
healthy recipes
Find local pet
store Listings
Shop for new
workout clothing
Many Moments of Relevance Each Day
25Google Confidential and Proprietary
With Search and Feeds
26Google Confidential and Proprietary
Eight Trends Shaping Digital Marketing
Reach consumers at the moment of relevance7
Ideas come from everywhere… tap into the wisdom of crowds6
Don’t think “If I build it they will come”… atomize and distribute5
Marketing should accountable… in every medium8
Video is becoming very important4
No medium is an island… offline events drive online activity3
Be “always on”… your consumers are online 24/72
Search is a core behavior1
27Google Confidential and Proprietary
Making Data Actionable, Free of Charge
28Google Confidential and Proprietary
Eight Trends Shaping Digital Marketing
Reach consumers at the moment of relevance7
Ideas come from everywhere… tap into the wisdom of crowds6
Don’t think “If I build it they will come”… atomize and distribute5
Marketing should accountable… in every medium8
Video is becoming more important4
No medium is an island… offline events drive online activity3
Be “always on”… your consumers are online 24/72
Search is a core behavior1
29Google Confidential and Proprietary
Use Tools That Make a Difference
Google offers diverse solutions to meet various objectives…
… and the pieces can fit together in many different ways.
30Google Confidential and Proprietary
Some more food for thought
57% people made online
search after watching TV advertisement
Probability of purchase
growth by more than 50%with joint use of TV and
online promos
Search can make the same differences in brand
awareness by 52% cheaper than other media-
channelsSource: Internet Advertising Bureau, May 2008; iProspect & Jupiter, Aug 2007; internal Google data, 2007
31Google Confidential and Proprietary
Investments in promo are important during recession
“Companies increasing promotion volumes during recession comparatively to competitors, can grow its market share and return of
investments by significantly cheaper price, than during period of economics growth” - Prof John Quelch, Harvard Business School
Google Confidential and Proprietary 32
Few words about blogs…
33Google Confidential and Proprietary
Blogs are niche mass medias
34Google Confidential and Proprietary
Attention to any
advertisement
Interaction time (in milliseconds)
Deliberate interest*
*Deliberate interest = multiple fixations of length longer than conscious perception (longer of 0.5 secs)
Portal Niche
41% 77%
276 1,095
9% 46%
Ratio
2X
4X
5X
Source: Enquiro, Sept 2006
Interest to Online Ads
35Google Confidential and Proprietary
Where to put an Ad?
1.1% CTR;$1.41 eCPM
Or here?
Here?
0.5% CTR;$.60 eCPM
If this is your site, where would you put the space for an ad?
Source: Google internal data (October 2005)
36Google Confidential and Proprietary
Questions?
?
?
?
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