Google Now: Google New Search App Strategy

Google Search App Strategy

India’s

Internet

Population

Google

Search

Today

Mobile First

• India Population: 1.3 - 1.5 Billion

• Mobile Connection: 1.1 Billion

• There are approx. 400 Million active Internet

users in India.

• Out of this 400 Million users, 136 Million

active Social Media Users.

• Approx. 33% of the mobile connections are

Smart Phone users.

• Out of these smart phone users, Approx.

90% of the users spent time on mobile

applications and 10% spent time on mobile

web browsers.

• Avg. daily time spent by user on internet is

3 Hours 40 Minutes.

What’s

Missing?

And How Do

We Fix It?

• Better User Experience

• One Tap Information

• Instant Results

• Bridge Gap: Mobile Apps – Web Apps

• Learning Customer Behavior

• Effective & Fast

• Interactive Interface with Accessibility.

• “Google Now” – Solution for anything.

• Say “Ok Google!” – Voice Recognition.

• Everything & Anything Inside Me.

• Understanding & Analyzing Customer’s Behavior.

• Giving Suggestion with what is happening “Near By”

Welcome To

…One Tap Solution

Features

• Spelling Suggestions

• Autocomplete

• Related Searches

• Related Questions

• Calculator

• Knowledge Graph

• Answers

• Featured Snippets

• Maps

• Images

• Videos

• In-depth Articles

• Movie Show Times

• Sports Scores

• Weather

• Flight Status

• Package Tracking

etc.…

95% of Internet Users Use Google Search Engine in India

Target Audience?

Where They Are Present?

Are They Everywhere?

Answer is…

They Are Everywhere…

How Do I

Reach Out?

Age: 15-21, M/F, Technology Early Adopters, Movie Buffs, Sports Fans, Music Lovers, Traveler etc..

Age: 22-44, M/F, Technology, Foodies, News Reader, Entertainment, Traveler, Fitness Enthusiast, Lifestyle & Shopping Lovers, Sports Lovers etc..

Age: 45+, M/F, Avid News Reader, Technology, Entertainment & Music Lovers etc..

1

2

3

1

2

3College Student Business Professional Baby Boomer

1

2

3College Student

15 – 21 Years, Male/Female, Tier I, II & III Cities

Technology Adopter, Movie & Music Buff, Sports Lover, Fitness Enthusiast, Foodie

Well Versed With Latest Technology, Likes to Play Outdoor Games, Go to Restaurants with Friends,

Gym & Fitness Lover

Most of the time spent on Facebook, Twitter, YouTube, Instagram & Gaming Application.

Demographic

Interest

Behavior

Platforms

1

2

3Business Professional

Age

Interest

Behavior

Platforms

22 – 44 Years, Male/Female, Tier I, II & III Cities

Early Technology Adopter, News Reader, Entertainment & Movie Buffs, Sports Lover, Life

Style & Shopping, Foodie, Traveler

Likes to Invest in Technology, Play Outdoor Games, Going to Party & Restaurants, Gym &

Fitness Enthusiast, Traveler – Explore New Places

Most of the time spent on Facebook, Instagram, YouTube, Twitter, LinkedIn & News Applications

Demographic

Interest

Behavior

Platforms

1

2

3Baby Boomer

45+ Years, 90% Males – 10% Females, Tier I Cities

Avid News Reader, Sports Follower, Follow Politics and Influencers, Technology, Music Lover

Avid Reader, Likes to Stay Updated With The Current Affairs, Learn New Technologies,

Old Music Lover

Most of the time spent on Reading News on Applications, Learning Facebook & YouTube

Demographic

Interest

Behavior

Platforms

Platforms To Use

For Advertising

1

2

3

Key Areas To

Focus On

1

2

3

• Mobile App Install Ads + Increase Engagement In App

• Page Post Promotional Ads + Video Engagement AdsFacebook

• App Install Ads

• Post Promotional Ads + Video Engagement AdsInstagram

• Search Ads including search partners

• Universal App Install AdsGoogle Search

• Skip Ads with App Installs – In-market audience YouTube

Twitter

LinkedIn

• App Install Ads

• Promotional Tweets

• Sponsored Post Promotion

Budget Allocation

1

2

3

Facebook26%

Instagram14%

Google Search35%

YouTube18%

Twitter5%

LinkedIn2%

Total Budget: 5 Cr.

1

2

3

References

• KPCB Internet Trends 2016 Report

• Google Consumer Barometer 2016

• Smart Insights – Mobile Marketing Statistics Compilation

• ThinkWithGoogle – Mobile Marketing Tactics

• TechCrunch – Google Native Apps With Instant Apps on Android

• Search Engine Land/Marketing Land – Google Mobile Search Data

• Digital Trends – Digital Trends 2016 Data & Insight

Thank You!