"Marketing - The Digital Paradigm"

Google Confidential and Proprietary

What’s Common?

2009 person of the year 2008 person of the year 2007 person of the year

2006 person of the year


And so were all (well most) of you !

2

Google Confidential and Proprietary 3

BUT THAT WAS 2006 WERE BABIES

DID NOT EXIST

THE WORLD WAS NOT AS WIRED


3.5+ Billion

Searches in India every month

Information

Source:Google Internal Analysis


INR 9,259 Cr.

E-commerce market size

Commerce

Source: http://contentsutra.com/article/indian-e-commerce-market-close-to-1-billion/. This is 2009 data. This number is growing at 30% YoY


35 hours Video uploaded to YouTube per minute

Entertainment

Source: YouTube internal data


An Opportunity waiting to be Captured

420

239

99

81 76

59

51

-5%

0%

5%

10%

15%

20%

25%

30%

35%

-500% 0% 500% 1000% 1500% 2000% 2500%

China

US

Japan

India

Brazil

Russia

UK

China

US

Japan

India Brazil

Russia

UK

% growth in users (2000 – 10)

% s

pent

on

Dig

ital a

dver

tisin

g

Latent Opportunity

81 M users + growing at over 1500% in the last 10 years + nascent Digital ad landscape

Source: Internetworldstats.com


How meaningful is Internet audience in India

9

Urban India 244 Mn

IRS (15+ years) and Comscore

Internet Users 81 Mn

SEC AB, 15-34 33 Mn

Twice the size of the most targeted audience cluster


Leading English news dailies

Internet and the English speaking audience

10

English Channels

The Internet English Magazines

Reach 65 M urban

18 M readers

8M households

7.3 M readers

Ad Spend

Rs. 800 Cr Rs. 6000 Cr.* Rs. 2000 Cr. * Rs. 800 Cr.*

Source: Icube report 2010, IRS 2010. Estimations based on % reach of all media. Initial Data from Group M media report


150+ M data enabled devices

in India today

30-35 M Mobile Internet users

600 M + Mobile Users

Mobile Landscape

Source: http://gigaom.com/2010/06/10/india-3g-subscribers/


Internet: The Intersection of Science & Creativity


What is Your Digital Footprint?

13


How Marketers Can Adopt The 5Ps of Digital Marketing

PULSE

ACE

ERFORMANCE RECISION ARTICIPATION


Pulse The Internet is the new gateway. Do you know how your consumer has changed?


Offline is Online, Online is Offline

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The Hot trends

17


BA used it for connecting with their audience


Presence Your digital presence is premium shelf space. Use it to win friends and influence consumers


60%

20

The Internet is the first place I usually

go to when researching products

to buy.

39% I have changed my mind about which

brand to buy following research on the web.

The Internet is the Zero ‘Moment of Truth’

Source: Consumer Commerce Barometer 2010, Google India


Occupy your online shelf space

Organic Results

Sponsored Results

Hair Care Category – 1.4 Million plus monthly queries

200% YOY Growth


Here’s how Kerala tourism did it!


Precision Define and target online moments of relevance


Fragmentation Is Now An Opportunity


Google Display Network: A ‘Perfect’ Ad for Everyone

25


“Fish Where The Fish Are”


Participation

Allow your consumer to share your brand equity


What do marketers care about?

Reach Engagement

Youtube = Reach + Resonance+ Engagement

Resonance


 2nd largest search engine

 15 Million monthly Unique Visitors

  14 minutes average time spent by a user

  500,000 Unique Visitors per day

  Premium Channel Partners - (Colors, Yash Raj films, NDTV, ESPN, Midday)

YouTube Allows Your Consumer To Participate…


Here are some examples..


2. Youtube means Relevance

Associate your brand with popular content


2. Youtube means Relevance

Be contextually relevant


3. Youtube means Engagement Own a Brand Channel in a highly Engaged Environment: Engage via contests, graphics, video walls


Advertising will be about engagement not awareness

Consumers will engage…

…using different formats

…about what’s around them

…in new, creative forms of media and commerce

…with their friends

…in many other ways we haven’t thought of yet!


Pace Speed beats perfection. Test, learn, iterate. Fast.


The Web is ‘Social’

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Consumers are engaged in continuous conversations about your brands… in REAL TIME


2700 video uploads, 600K views in 14 days…

Advertising in 2015: Five Truths

•  More consumers will spend more time online

•  Digitalization of content will lead to display being larger than search

•  New tools of access will dissolve the boundaries around a consumer’s right for information

•  Advertising will be about engagement not awareness

•  Agencies need to recreate themselves for a new paradigm


Thank You

39


The ‘Individual’ is Powerful

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•  53% of all Internet users admit to communicating about brands online - Consumer Survey, Europe

9 in 10 consumers trust their peers more than marketers

- Nielsen

71% say they look for recommendations from similar people on a website - Google Market Research


Indian Marketers Are Betting On Digital

41

70%

353%

19%

-35%

-100%

-50%

0%

50%

100%

150%

200%

250%

300%

350%

400%

IT/ITeS/ Internet

FMCG Consumer Durables

BFSI

%age Change in Online

Marketing Spends

(2008, 2009)


Google Offerings Brand Objectives

Unlocking the Google potential : The AIDA approach

Awareness Branding, Launches YouTube, Google

Display Network

24*7 Search Presence, Google Display Network Interest

Creating & Capturing Product interest.

Desire Sustaining Product interest Scaling up loyal traffic to your website

Re-marketing, YouTube Brand Channel

Monitor, Optimize & Experiment

Action Google Analytics

Search Re-search

Integrate offline and online campaigns / messaging to drive maximum impact

"Marketing - The Digital Paradigm"

Business

Transcript of "Marketing - The Digital Paradigm"