“marketing in the age of assistance” · proprietary + confidential kilimanjaro is a mountain of...
TRANSCRIPT
“Marketing in the age of
assistance”Ok Google: what’s next?
43. Münchener Marketing Symposium, 14.07.2017
Markus Hinz, Sales Director, Google Germany
Proprietary + Confidential
Proprietary + Confidential
Bin ich schon drin?
Proprietary + Confidential
https://www.youtube.com/watch?v=hdv1sPcADGE
Proprietary + Confidential
Wir gehen nicht
online - wir leben
online.
Confidential + Proprietary
Digital (Online) - the new Mass Marketing?
TV RADIO
BILLBOARDS PRINT ADS
DIGITAL
Confidential + Proprietary
: Major Media Time Spend for Germany
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“MOBILE FIRST” ERIC SCHMIDT, February 2010
Confidential + Proprietary
Channel-focused
model CMO
PARTNER MARKETING STORE MARKETING E-COMMERCE MARKETING OPS INSIGHT
MEDIA BUYING BRAND DIGITAL PR LOYALTY DATA
Confidential + Proprietary
Customer-centric
model
PRODUCT
PR
MARKETING
TECH
CONTENT
DATA
DIGITAL
ADVERTISING
MARKETING
STRATEGY
Proprietary + Confidential
Proprietary + Confidential
“WE WILL MOVE
FROM MOBILE-FIRST
TO AN AI-FIRST
WORLD”SUNDAR PICHAI, December 2016
Confidential + Proprietary
Mobile data traffic is growing exponentially (due to video)
Source: Ericsson Mobility Report 2017
1.1 Bn hours
daily watchtime
1.5 Bn logged-
in monthly user
480 hours of video
every minute
> 50% views
on mobile devices
40 Min. average
mobile session
Localized in
70 countries
people around the world ...
Proprietary + Confidential
87%of smartphone owners
turn to search first
in a moment of need
Source: Google/Purchased Digital Diary: How Consumers Solve Their Needs in the Moment, May 2016, US smartphone users 18+ = 1000, Responses = 14,840, Needs = 10,540
Proprietary + Confidential
of searches are
now by voice
In the Google app
(on Android, in US)
20%
Source: Google Data, US, May 2016
Proprietary + Confidential
Proprietary + Confidential
1/3of brand experiences
were described as helpful
Less than
Source: Google / Purchased, How Brand Experiences Inspire Consumer Action, US Smartphone Owners 18+ = 2010, Brand Experiences = 17,726, April 2017
Proprietary + Confidential
News Junkie
Age: 45-54
Close to Store
Movie Lover
Gender: Male Music Fan
Travel Buff
TV Lover
Technophile
Parent
Proprietary + Confidential
Intent Data Machine
Learning
Confidential + Proprietary
OLD TRANSLATION NEW TRANSLATION
Proprietary + Confidential
Proprietary + Confidential
Kilimanjaro is a mountain of 19,710 feet covered with snow and is said
to be the highest mountain in Africa. The summit of the west is called
“Ngaje Ngai” in Masai, the house of God. Near the top of the west there
is a dry and frozen dead body of leopard. No one has ever explained
what leopard wanted at that altitude.
Kilimanjaro is a snow-covered mountain 19,710 feet high, and is said
to be the highest mountain in Africa. Its western summit is called the Masai
“Ngaje Ngai,” the House of God. Close to the western summit
there is the dried and frozen carcass of a leopard. No one has explained
what the leopard was seeking at that altitude.
Proprietary + Confidential
Proprietary & Confidential
Google Translate
Proprietary + Confidential
photos uploaded everyday
1 Billion+
Source: Google Data, 2017
Use machine learning
to help your
customers do things
easier
Proprietary + Confidential
Use machine
learning to guide
users to the
right selection
Proprietary + Confidential
Proprietary + Confidential
Ad Experience based on context, intent and identity
Confidential + Proprietary
More signals, more success
Data-driven model
Cross-
Device
Cross-
Channel
Smart Bidding
(Machine Learning)
Smart Attribution
(Machine Learning)Optimized
performance
Reinventing the customer relationship?
Proprietary + Confidential
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Proprietary + Confidential
“Machine learning is
a core, transformative
way by which we’re
rethinking how we’re
doing everything.”
– Sundar Pichai, CEO Google
