TravConnect Digital Branding Breakfast Meeting GoogleNL

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The Next Decade of Branding

Lisette SchipperBrand Solutions and Innovations Specialist

Google Confidential and Proprietary

Real(time)Marketers &

Brand Builders

Full Value Experts- Cross channel/screen

- Full consumer journey

Last Click Experts

‘Performance Thinkers’ ‘Brand Thinkers’

Offline Brand Builders

Story tellers- Cross channel/screen

- Beyond demographics

Google Confidential and Proprietary

Permission Based MarketingPullPush

Mass TargetingTargetingMass

PublisherStory TellerAdvertiser

3 -Trends

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PublisherStory TellerAdvertiser

Google Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle Confidential and Proprietary

people are always onconnected to the internet 100% of the time

Google Confidential and Proprietary

customer-centric marketingalways be where the customer is

Search

Browse

Watch

Share

Google Confidential and Proprietary

Real life is not flighted

2Mhouseholds will run out

of shampoo today

1.4Mwomen will get their

hair cut today

1.2BWill be the times that

Women will look at their hair in the mirror today

Google Confidential and Proprietary

We are proposing a different way of running campaignsContinue with flights, but maintain constant presence between them

Google Confidential and Proprietary

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Hero ContentLarge-scale tentpole events or programs that drive awareness at scale

Hub ContentRegularly scheduled content around customer passions

Hygiene ContentAlways-on content optimized to users intent and interests

Hero Hero Hero

Hub

Hygiene

Hub Hub Hub

Consistent content programming is crucial for success

Google Confidential and Proprietary

This success is only possible online1:16 video – 73M views, 156 years of watchtime, 306K shares, 433K likes

Google Confidential and Proprietary

There’s a strategy behind it

Episodes for truckers

In-depth FAQs about truck technology

Epic stunts

Content activity

Time

HygieneHubHero

Hero Content needs massive orchestrationProduct Launches and Tent-Pole Events

#PassionProject Small Business Owners Entertainment Fans

HUB content should be scheduledSuccess Stories, Passions, and Interests

Hygiene content should be always onHow-To’s, Product Demos, Customer Service

Google Confidential and Proprietary

Hostelworld

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Hostelworld

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Four Seasons

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TEAM Black Sheep

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How to measure success?

Google Confidential and Proprietary

Hero ContentLarge-scale tentpole events or programs that drive awareness at scale

Hub ContentRegularly scheduled content around customer passions

Hygiene ContentAlways-on content optimized to users intent and interests

This is when you want to

GO BIG, and recommend big media pushes to reach a mass audience.

# Views# Impressions# Reach# Unique user# SOV

This content centers around the

intersection of your brand and your consumers’ passions points.It is critical to sustain momentum

# Frequency# Follow on views# Engagement shares (subscribers, likes, comments, watch time)# Efficiency/Optimization

This is your always on “pull” content PEOPLE ARE ACTIVELY SEARCHING for it and you are the authority for their questions.

# CTR# Coverage# Impression share YT# Brand views increasement vs. user generated content

KPI’s

Google Confidential and Proprietary

Your consumer is #always on

# happy holidays - Thank you!