the google game:how maps, media and mobility are changing mass marketing for ever
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The Google Game:How Maps, Media and Mobility Are Changing Mass Marketing For Ever
Angela Heyamhey@techviser.com
Techviser20th November 2007
Republic Polytechnic of Singapore 2007
Winners, Losers, Trends, Opportunities
Maps Mobility
Mass Marketing
About Google
Media
Summary
Google is a trademark of Google, Inc.
Picture Source: Google
1. Why Is Google Successful?2. How Big Is Google’s Impact?3. Who Wins?4. Who Loses?5. What Changes?
Five Questions
Picture Source: Google
The Pillars Of GoogleEric Schmidt
Ads AppsSearch
Screenshot and exec photos source: Google
Larry PageSergey Brin
PhilosophyDon’t Be Evil
Paraphrased fromhttp://www.google.com/intl/en/corporate/tenthings.html
1. Focus On The User
2. Do One Thing Well
3. Fast > Slow
4. Web Democracy
5. Answers Anywhere
6. Can Make Money &Not Be Evil
7. Always More Info
8. Transborder Need
9. Serious, But Suits
10.Great Isn’t Good
Features And Not Products
AdWords And AdSense
Google From Cradle To Grave Baby
◦ Google Search For Name - Easily Found Or Anonymous?
◦ Photos – Picasa◦ Baby Gifts From Froogle Pay With Google Checkout
Child 1st Website With Google Page Creator Teen Makes YouTube Videos Student Uses Android Mobile Phone Professional Blogs Using Blogger With AdSense Entrepreneur Creates Business With AdWords Tracks Customers With Google Analytics Finds New Offices Using Google Maps & Earth Small Business Uses Google Applications Large Business Uses Google Search Appliance Obituary On Google News
2002 2003 2004 2005 2006 2007e0
2
4
6
8
10
12
14
16
18
MSNAOLYahooeBayAmazonGoogle$
Billion
s (
US
)Google’s Revenues ($US Billions)
Annual RevenuesSource: Techviser and Annual Reports
2002 2003 2004 2005 2006
-60%
-40%
-20%
0%
20%
40%
60%
MSNAOLYahooeBayAmazonGoogle
Google’s Profitability (%)
Source: Techviser and Annual Reports
Google content network reaches:• 75% of unique internet users• 20 languages and over 100 countries
Top 10 Web Companies – USOctober 2007
40 50 60 70 80 90 100 110 120 130 0
50
100
150
200
250
Microsoft
Yahoo!
Time Warner
News Corp On-line
eBay
InteractiveAmazon
Wikimedia
New York Times
Number of Unique Visitors (M)
Min
ute
s S
pen
t O
n P
ag
es
Source: Nielsen Online
Top 10 Web Sites – USOctober 2007
40 50 60 70 80 90 100 110 1200
50
100
150
200
250
300
Yahoo!
Microsoft
MSN/Windows
AOL
Fox
YouTube
eBay
WikipediaAmazon
Number of Unique Visitors (M)
Min
ute
s S
pen
t O
n P
ag
es
Source: Nielsen Online
Google Indirect Investment Of 5% In AOL For $1B Cash AOL Focusing More On Ads And Games Forms Ad Target and Measuring Business Group
◦ Platform-A, Also Has Advertising.com Subsidiary Acquired In 2007
◦ Third Screen Media For Mobile Ads◦ Controlling Interest In ADTECH AG For Online Ad-Serving◦ TACODA online behavioral targeting ad network
AOL’s Challenges◦ Time-Warner Subsidiary◦ Downward Pressure On AOL’s Prices For Advertisers◦ Dial-up Business Failing- Sold German Business For $850M◦ Users Moving Away From AOL’s Portal
Case Study: America Online
Year Company Result
2001 Deja Usenet Since 1995 Google Groups
2002 Pyra Labs Blogger
2003 Applied Semantics Advertising Technology
2004 Keyhole Google Earth
2004 Picasa Photo Albums
2005 Urchin Software Google Analytics
2005 2Web Technologies Spreadsheet
2006 Upstartle, Writely Docs – Word Processing
2006 YouTube $1.65B Video Sharing
2007 Postini $625 Enterprise Secure Messaging
2007 DoubleClick $3.1B* Advertising
Select Acquisitions
Jan-Jun 2007 – Acquired 10 companies - $184M +$42M on performance* Subject to approval by regulators
Maps
Map Mashup - Housing
Craigslist and Google MapsSource: housingmaps.com
Maps Mashup – Tagged Places
Source: findbyclick.com
UserInpu
t
Map Markers Are Ads
Tags
Google Ads
National Marketing Service
“A massive improvement. A massive change. “David Hoffman, CEO SAGAS Group,LLC www.Sagas.com (couldn't exist without Google Adwords)
Maps – Location Of Interest
Source: Procter and Gamble
Maps – Winners and LosersWinners Losers
Suppliers of underlying maps and aerial photos to Google and major players
Location-based businesses that advertise on popular map sites – retailers, estate agents, malls
Advertisers with products related to a location
Advertisers who create campaigns around locations
Traditional paper map suppliers
Established GIS vendors with proprietary platforms
Any location-based business whose competitors have better maps
Proprietary map only devices
Engage The Customer With Maps
Maps Become Dynamic, Multi-layered and Interactive
Media“We can’t expect consumers to come to us. It’s arrogant for any media company to assume that.”
Quincy Smith, president of CBS Interactive, May 14 2007 Wall Street Journal
More people read the Blogosphere than read newspapers
Google trials offline media - TV Advertising Favored Over Some Subscriptions
◦ Sept 07 – NY Times drops $50/year subscriptions◦ Nov 07 – Wall Street Journal announces free access
Huffington Post- 1800 Unpaid Bloggers New online mega sites
◦ Social Networking – MySpace, Facebook◦ Open Social – Google cross-platform initiative
Netnography – market research on websites
Media Trends
USA – 30,000 advertising and marketing services companies
Top 50 have less than 40% of the market Typical local agency has 30 people with $5M
in revenues USA - 23 million small businesses, 1M
advertise online (Source: Rupert Murdoch)
Advertising Statistics
Source: Hoovers
US Ad Spending Market Share
Other
Radio
Internet
Local TV
Newspapers
Magazines
National TV
0.0%20.0%
40.0%
3.8%
7.3%
6.4%
11.4%
18.8%
19.1%
33.1%
3.9%
7.1%
7.6%
10.8%
17.8%
20.0%
32.8% 1st Half 2007
1st Half 2006
Source: eMarketer andTNS Media Intelligence Strategy
2007 TV advertising estimates•$68 B (Universal McCann)•$75 B (Morgan Stanley)
2007
Internet AdvertisingOther
2011
Internet AdvertisingOther
Internet Advertising US Share
Internet Ad Spending
Per User Annual Spending Annual Spending $M
India
Brazil
Korea
Canada
China
Germany
France
Japan
UK
US
0 20000 40000
90
400
779
950
1100
1300
2500
3400
4700
19500
Source: Yazid Aksas, Stanford Business School, May 2007Cf $21,700M US Online Ad Spending Estimate from eMarketer
India
China
Brazil
Korea
Canada
Japan
Germany
France
US
UK
4
1527
30
47
63
71
104
127157
Global Marketing - Startup
Source: Cordarounds
•Power Of Blogging•Trousers - $85•Google Ads - $24 per customer•42% repeat business•25% overseas•Text info on website
2005 2006 2007 2008 2009 20100
20
40
60
80
100
120
140Local Online Local Total
$ B
ilio
ns
US Local Advertising
Local Online includes ads on local media sites and local ads from national sites Local Total includes print, billboard, TV, radio, print yellow pages
Source: eMarketer 2007 based on data from September 2006 from Veronis Suhler Stevenson,PQ Media,
Borrell Associates, Corzen, Interactive Advertising Bureau, Simba Information
Local Marketing - Major Brands
Uses Google MapsSource: Krillion.com
Media – Winners and Losers
Winners Losers
Multi-format media properties
Major brands that create engaging multimedia experiences
Businesses that expand their reach with online ads
New companies that offer services remotely
Television and newspapers without actively engaged users
Ad and marketing agencies that don’t embrace search and community websites
Mobility6.6 Billion People3 Billion Mobile Phones
2006 2007 2008 2009 2010 20110
2000400060008000
1000012000140001600018000 Brand Ads Direct Response
$U
S M
illion
sGlobal Mobile Advertising Spending
Total - $1.5B in 2006 growing to $16.2B In 2011 Direct response ads are for potential purchases (e.g. link to online store) Brand ads are promotional
Source: eMarketer, October 2007
Free WiFi in Mountain View 700 MHz Auction Bid? Dark Fiber Mobile Search, Ads, Gmail SMS Search GOOGL - 46645 Google Maps, YouTube
Initiatives
Android Device Platform Open Handset Infrastructure
Android Architecture
Source: Google)
Battle For Personalization Past - Ringtones, Backgrounds, Cases Now – Ringbacks, Multimedia Next – Tiles and Widgets
Will On Deck or Off Deck Win?
Carrier
Platform Provider
Device Vendor
Widget Vendor
User
Samsung SPH-M4650 SmartPhoneWith MS Windows Mobile
Mass MarketingEngage UsersThe Long Tail
What Marketers Want
Sponsorships
Event marketing
Entertainment marketing
Field marketing
In-house digital production
Public Relations
Partnerships
Customer Marketing
Brand Strategy
Behavioral Targeting
Consumer Insights
0 10 20 30 40 50 60 70 80 90
32
38
39
43
49
59
60
66
71
80
82
% of Respondents From over 250 senior marketersSource: Booz Allen, Interactive Advertising Bureau
et al
Web Analytics For All 66% Use Search, 34% Go Directly To A Website
Raising The Bar
Landing Page Statistics
Source: Marketing Sherpa, Sep 2007www.marketingsherpa.com
Survey 4203 Marketing Sherpa readers Landing Page Conversions 46% say landing page conversions are up 14% say conversions are holding steady
Don’t share test results with their agency
Require landing pages to match regular site layout 100%
No landing page content or aid for affiliates
Leave offline promotions off homepage
Use one landing page for many traffic sources
Send foreign ad clicks to English landing pages
Only test landing pages at site launch
Ask too many questions on registration forms
Can't measure landing page tests properly
Can't test alternative pages A/B
0% 10%20%30%40%50%60%
16%
21%
24%
25%
35%
35%
40%
42%
44%
48%
Year Of Widgets And Gadgets
2007
Engage Users With Widget Ads
Source: http://www.google.com/adwords/gadgetads/gallery.html
Google Trends - WidgetsA Yahoo launches Yahoo! Widgetstuaw.com - Jul 25 2005
B Opera 9 offers "widgets," BT, skinsMacNN - Jun 20 2006
C Yahoo! Keeps Consumers Connected with Yahoo! Widgets 4
Promotion World - Mar 22 2007 D Nokia Introduces Web Widgets to S60
Mobile Burn - Apr 16 2007 E PayPal Founder Banks on Web Widgets
Top Tech News - Aug 6 2007
F Google to distribute ads in widgetsThe State - Sep 19 2007
Source: Google Trends
1. Australia 2. United States 3. Canada 4. India 5. Switzerland 6. United Kingdom 7. Sweden 8. Germany 9. Belgium 10. Netherlands
iGoogle With Gadgets
SGLifestyle Gadget
Singapore Population
Gadget
Phone CallGadget
iGoogle indexes over 20,000 gadgets
Widgets – USA Today
Source: http://www.netvibes.com/usatoday
OpenSocial – Share Friends, Activities, Lifestyle
OpenSocial
Source: http://code.google.com/apis/opensocial/
60M active users by end of 2007 75% outside college 58% have college education 56% female 34% work as professionals, execs, sales,
education or technical 12% full time students 45% are 35 or older (Nielsen) 6% worldwide
(Forrester) – numbers differ
Facebook – A Quick Way To Get On Mobile Devices
Source: e-strategy, Forrester, Nielsen
Google’s Success
Financial Savvy
Trusted Brand
Clever PeopleEfficient
Innovation*Vast CustomerCollaboration
Big Visions*
* Pictures Courtesy Google
Conclusions
Old Marketing
New Marketing
EngageUsers
Videos Maps Widgets Blogs Social Networks
Dr Liew Beng Keat Republic Polytechnic of Singapore IEEE Singapore Imperial College Alumni Of Singapore Singapore Computer Society
Acknowledgements
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