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