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Ghislain Le Chatellier, Head of Online Sales & Operations for Google Southeast Asia provides insights about customer and internet usage behavior.
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Google Confidential and Proprietary 1
Insights and Trends in Online
Ghislain Le Chatelier
Head of Online Sales & Operations, SouthEast Asia
08th Dec. 2010
Google Confidential and Proprietary
Making Global Connections
Google Confidential and Proprietary
Over 1.5 billion people online
Google Confidential and Proprietary
4
20 Years Ago Local libraries, morning papers
Information
Now
4 billion global searches per day
Source: According to Comscore, in June 2008 there were over 60 billion searches conducted worldwide - equivalent to more than 2 billion searches per day on average
Google Confidential and Proprietary
210 Billion Emails & IMs sent per day
Communication
900,000 postsposted daily by bloggers . Eq. To 19 years
of NY Times
Source: Gizmodo, Dec 09
Google Confidential and Proprietary
35 hours Video uploaded to YouTube per minute
Entertainment
eq. to 235,000 Full-length movies uploaded per week
Source: Google data, Nov 10
Google Confidential and Proprietary
Community
860 MillionInternet users on a social network
5,000 every secondNumber of tweets at peak time
Source: Mary Meeker, Oct 09 & Apr 10
Google Confidential and Proprietary
Over 3B app downloads and counting
Average Android user downloads 40 apps
25% of iPhone & Android users spend2 hrs/day in apps
8
Mobile
Source: Google Internal Data, based on a basket of 20,000 keywords within the shopping category, AdMob May 2010, Complete Inc. 09, mocoNews 09
Google Confidential and Proprietary
80% Of B2B customers always search for products & services before purchase*
Business
Source: Marketing Sherpa B-to-B Marketing Lead Generation, Nurturing, and Conversion Stats & Tactics, June 2007
Google Confidential and Proprietary
An SEA example - Travel in Vietnam
Sources: Google Internal Travel Categories Search Queries Volume Trend
32x GrowthTravel category Google search queries volume growth for Vietnam since 2005 2
Confidential and ProprietaryOnline Consumer Benchmark Study. Vietnam. July 2010, Netpop Research, LLC
11
Q: Approximately how many days in a typical week do you do each of the following activities/ Approximately how long do you spend doing each of these activities on the days that you do them?
Shift in Media Consumption: Internet time is more than 2.5x time spent on TV
Base: All Respondents (Natural fall-out)
n=1094
Media Consumption
36h
14h
3h
6h
Confidential and ProprietaryOnline Consumer Benchmark Study. Vietnam. July 2010, Netpop Research, LLC
43%
14%
8%
8%
27%
12
Q: When did you begin purchasing products online?
Base: All Respondents (Natural fall-out)
n=1094
Year Began Purchasing Products Online
2 or more years ago (2008 or earlier)
I have never purchased a product online
E-Commerce is New and Growing rapidly in Vietnam
6 months to less than 1 year (2009-2010)
Less than 6 months ago
1 year to less than 2 years ago (2008-2009)
Had ever purchased online
16%1Y ago
Have ever purchased online
73%Today
Confidential and ProprietaryOnline Consumer Benchmark Study. Vietnam. July 2010, Netpop Research, LLC
13
n=2288
Base: All purchases made either online or at a store and used at least one source
Research Online*
Research Offline**
Purchase Offline Purchase Online
83% 15%
0% 2%
Shift in Media Consumption influences Purchase behavior
A vast Majority of Purchases are made In-Store...
... But 98% of
all purchases involve Online
Research before purchase
Confidential and ProprietaryOnline Consumer Benchmark Study. Vietnam. July 2010, Netpop Research, LLC
0% 10% 20% 30% 40% 50%
Radio show
Telemarketing
Postal mail ad or catalog
Billboard or outdoor ad
Sales person
Retail store
TV show
Newspaper article
Magazine article
Newspaper ad
Magazine ad
Friends/family
TV ad
Internet/online sources
Gathering general information (n=282)
Evaluating and comparing options (n=289)
Making a final purchase decision (n=292)
Purchase
14
Most Helpful Source at Each Phase
General information gathering
Evaluation & comparing
Final purchase decision
Percent Who Participated at Each Phase
82%
84%
85%
Q: For every phase, please indicate the one source that was most helpful during that phase
Online is Prime Medium at every step of the Purchasing Funnel
Base: Mobile Phone Sub-Group who used at least one source
n=343
Internet/online sources are most helpful in every phase
Friends/family are also helpful in the final decision phase
Mobile Phone and/or Smartphones Category
Google Confidential and Proprietary
Shift in how to reach Purchase Funnel stages
15
Traditional Analog New Digital
Print CatalogsDirect MailTV Radio
Short-lived, flighted assets Durable, always-on marketing & publicity assets
VideoSearch Blogs Mobile
Awareness
Interest
Consideration
Purchase
Online Display
RichMedia
Google Confidential and Proprietary 16
Google Confidential and Proprietary 16
#1 Find Demand
Google Confidential and Proprietary
www.google.com/insights/search/
Understand demand: using Search as a barometer
Google Confidential and Proprietary 18
Google Confidential and Proprietary 18
#2 Convert Demand
Google Confidential and Proprietary
19
Let’s go on a journey with Mark…
Capture users when they are surfing the Web at all stages of the purchasing funnel
‘Turkey Hotels’ search
‘Turkey Holiday’ searchTurkey holiday
information Turkey Planning
Turkey Hotels Turkey Holiday Videos
Google Confidential and ProprietarySource: EIAA mediascope Europe Study, Nov 2007
Search is the way in…
49% of online shoppers have changed their mind about which brand to buy following research on the web
Google Confidential and Proprietary
Leveraging Search for Lead and Traffic generation
Google Confidential and Proprietary
Search Query: ‘hotels hochiminh city’
Google Search Results
Leveraging Search for Lead and Traffic generation
Google Confidential and Proprietary
AdWords Ads
Leveraging Search for Lead and Traffic generation
Google Confidential and Proprietary 24
Expanding your Reach on the Display Network
Source: Comscore November 2007
24
200b ad exposures/month
146M unique visitors/month
80% reach of Internet users
3X more ads served than any other ad network
More ads on large sites* than any other ad network
7X more ads on niche sites than any other ad network
Sites with 1M+ monthly usersSource: comScore Key Measures Report, March 2009; Attributor Inc., Dec. 2008
Google Confidential and Proprietary 25
Leverage YT to build your brand and Engage
Users search more and more for Brands, rather
than generic terms.
Leverage the Brand effect
Increase Awareness & Build your Territory
Setting up a 2-ways conversationwith your users and clients
50% of all videos are commented on YouTube
...Including You !Video Engages Users...
• Simple• Unexpected• Emotional
• Entertaining
Use YouTube to inform, entertain or educate
2nd Search engine after Google
448 Million visitors each month
2 Billion daily video views
Extend your Reach
Source: Google data, 2010
Google Confidential and Proprietary
Engage your Consumers: Anywhere – Anytime
26
Browse InternetUse Apps
SearchingWatch Movies
Home Work
Shopping Commuting
Google Confidential and Proprietary
Building your Brand – And leverage new channels
27
Convert your Tweet feed into ads - automatically
Engage with your audience and encourage dialogue
Build your brand
Drive traffic and sales for instant promotions
Google Confidential and Proprietary
#3 Measure Results!
Google Confidential and Proprietary 29
Google Confidential and Proprietary3
Do users like my website?
How do I improve the interactions
with users?
Is my advertising effective?
Where do my users come from?
Shedding more light on :
- ROI of Leads campaigns- Audience of Branding campaigns- Engagement patterns of visitors
Getting to know the half that works…
How do users get to know my site?
Google Confidential and Proprietary 30
Key Takeaways
1 Growing Trends in Online, Changes in Consumers’ Behaviour
2 Investing Online Now is Key to capture Opportunities
3 Online Advertising allows you to Capture Leads, Build your Brand, Engage with users. And Measure.
Google Confidential and Proprietary 31