Dmitry Sholomko: Skaitmeninio marketingo tendencijos ir „Google“

Google Confidential and Proprietary 1

Digital marketing trends in the world

Dmytro SholomkoCountry Business Development Manager, Ukraine

Google Confidential and Proprietary 2

The Trends

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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

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Eight Trends Shaping Digital Marketing

Search is a core behavior1

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Search Is a Core Behavior

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Search Transcends Media

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Eight Trends Shaping Digital Marketing

Be “always on”… your consumers are online 24/72

Search is a core behavior1

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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

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Your Consumers Are “Always On”

Source: Google Trends (www.google.com/trends).

Search query ‘Wireless Internet’ in Ukraine, last 90 days:

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So Your Marketing Can Be Always On

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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

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Offline Events Drive Online Search

Source: Google Trends

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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

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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.

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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

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Source: AMightyHeartMovie.com

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Reaching Entertainment Consumers Across the Web

Movie trailer Photo timeline Save & share

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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

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MasterCard: Let Peyton Talk

Source: Priceless.com

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MasterCard: Let Victoria Talk, Too

Source: Priceless.com

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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

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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

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With Search and Feeds

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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

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Making Data Actionable, Free of Charge

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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

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Use Tools That Make a Difference

Google offers diverse solutions to meet various objectives…

… and the pieces can fit together in many different ways.

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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

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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

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Few words about blogs…

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Blogs are niche mass medias

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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

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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)

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Questions?

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