Regimantas Urbanas, „Google“ rinkodaros vadovas Lietuvai, „Tavo eksporto rinka - visas Pasaulis!“
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Similar a Regimantas Urbanas, „Google“ rinkodaros vadovas Lietuvai, „Tavo eksporto rinka - visas Pasaulis!“
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Regimantas Urbanas, „Google“ rinkodaros vadovas Lietuvai, „Tavo eksporto rinka - visas Pasaulis!“
- 1. Google: Your export market – whole World! Regimantas Urbanas Country Marke4ng Manager for Lithuania Vilnius, June 2012 Google Confidential and Proprietary
- 2. The Digital Revolu4on Google Confidential and Proprietary
- 3. Digital Revolution in Context Information Distribution and Communication Commerce “Read” “Buy” “Talk” 1994 1998 2000 2003 2006 2010 Users 77M 400M 500M 1B 1.9B Google Confidential and Proprietary 3
- 4. Consumer 2.0 ebay Farmville Sold $2B via mobile 62M people using it every day; an Amazon est. 800K+ virtual tractors sold daily eBooks outsell print books in 2010 at $3.33 each YouTube views Lady Gaga 1.5B video views iPhone App store Red Cross Over $4.5M of donations for Japan 25B apps downloaded made via text message Google Confidential and Proprietary 4
- 5. 3 devices allow for constant connectivity in the evenings and weekends Hourly Distribution of Searches by Platform (doesn’t reflect absolute traffic volume) Night Morning Day Evening 12:00 AM 3:00 AM 6:00 AM 9:00 AM 12:00 PM 3:00 PM 6:00 PM 9:00 PM Tablet Mobile Desktop Source: Google Internal Data, 2011. % of each platform’s traffic shown hourly for one day. 5 Does not indicate absolute or relative traffic volumes. Google Confidential and Proprietary 5
- 6. Internet has enabled consumer empowerment
- 7. Your Customers are Online. Are You? Shopping Starts Search Engines are Online Shopping Online Preferred Source Continues in Store • 94% of consumers • 60% use search engines • 75% search before or research products online as their go-to online during a shopping trip before buying shopping resource • 97% use online media when researching products or services locally Sources: 2010 Compete Online Shopper Intelligence Study, March 2010 BIA/Kelsey consumer tracking study, Google Confidential and Proprietary 2010 Deloitte LLP Survey
- 8. Ad Spend is Following Consumers Online Consumers’ Advertising Media Investments Consumption Untapped Audience Gap between ad 8.2 % Online investments and media consumption 32% Online 47.5 % TV 37% TV 4% Press 27.9 % Press 27% Radio 7.9 % Radio Source: TNS Gallup, 2012 Google Confidential and Proprietary 8
- 9. So, did the Digital Revolu4on reach Lithuania ? Google Confidential and Proprietary
- 10. Internet users change their browsing patterns Google Confidential and Proprietary 10
- 11. Companies report financial benefit from web Source: Eurostat, 2011 Google Confidential and Proprietary 11
- 12. Lithuanian internet users, who have purchased on-line 35.30% 29.80% 23.70% Y2009 Y2010 Y2011 Source: TNS Gallup, 2012 Google Confidential and Proprietary 12
- 13. Lithuania – new rock star of start-up world! Source: Bloomberg Google Confidential and Proprietary 13
- 14. First Lithuanian video to top 1M views Google Confidential and Proprietary 14
- 15. Google investment in some categories Vertical Monthly investment, LTL Media 26 000 Travel 61 000 Insurance 8 000 e-Commerce 27 000 Quick loans 74 000 Source: Google internal data (2012 Q1 monthly average of TOP3 clients in vertical) Google Confidential and Proprietary 15
- 16. Why exporters choose to work with Google? Google Confidential and Proprietary
- 17. Full export potential for Lithuanian business? Google Confidential and Proprietary 17
- 18. Full export potential for Lithuanian business! Google Confidential and Proprietary 18
- 19. Why to export? Grow your business and gain Decrease your risk by being more economies of scale diversified Don’t wait for your competitors to become Spread out your international giants fixed costs Optimise your Existing Resources Why limit a successful business to one market? Don’t wait for players in other markets to enter your market first Google Confidential and Proprietary 19
- 20. Consumers are increasingly willing to purchase their goods and services online from overseas suppliers 85% of worldwide internet Global Market: users have bought something online 1,838 Million 1 in 3 Internet Users** Would buy outside their country if the product/service were better or cheaper* Google Confidential and Proprietary 20 *Source: Report on cross-border e-commerce in the EU, Feb 09, Commission of the European Communities. ** eMarketeer Digital World Atlas, March 31st, 2011
- 21. Opportunities in Europe Largest Markets: UK and Slovakia Penetrable Markets: Netherlands, Italy, Poland, France Google Confidential and Proprietary 21 Source: Global Market Finder - http://translate.google.com/globalmarketfinder/index.html
- 22. Global Market Finder - inputs Asses Global demand and online competition for your products in a minute! http://translate.google.com/globalmarketfinder/ Select your country Select Select the your regions/ language countries you Select your product or want to include service’s keywords in the analysis Google Confidential and Proprietary Source: Global Market Finder - http://translate.google.com/globalmarketfinder/index.html
- 23. Global Market Finder - outputs The Global Market Finder will generate a heatmap and list showing search volume and competition. http://translate.google.com/globalmarketfinder/ Heat map Search volumes showing and suggested Opportunity bids Estimate of the competition in Click on + the market for to see main your keywords keywords and languages Google Confidential and Proprietary
- 24. How Google adver4sing can help you to get most from your marke4ng budget Google Confidential and Proprietary
- 25. … we have come a long way Be Engaging Google Confidential and Proprietary 25
- 26. … and we can offer so much more now Be Engaging Google Confidential and Proprietary 26
- 27. Google ecosystem
- 29. Be Found: Google Search Control and convey your brand message the instant users are looking for you on Google or our Search Partners. Benefits Pricing Format Placement Customizable: Google.com • Control your budget • Pay per Click (CPC) • Ad Title, Text and URL • Dozens of partner sites • Innovative ad units • Smart Pricing • Coupon ads • Time & place targeting • Product extensions • Pay for performance • Local extensions • Adjust on the fly Google Confidential and Proprietary 29
- 30. Ads Appear Above and to the Right of Results Search Google AdWords Natural search results Search ads are fully customizable text ads that appear on google.lt, google.com etc. and Google’s partner sites. Google Confidential and Proprietary
- 31. Where your potential clients look at? Google Confidential and Proprietary
- 32. AdWords Key Benefits 1. Reach 2. Relevance 3. Return on Investment (ROI) 4. Impact on Conversions 5. Costs and Flexibility Google Confidential and Proprietary
- 33. AdWords pays for itself 1000 Lt spent on AdWords ads 0.50 ct CPC > 2000 clicks 5% conversion rate = 100 sales Average sale = 50 Lt 1000 Lt investment -> 5000 Lt in sales Reinvest profits, increase budgets Google Confidential and Proprietary
- 34. Example of AdWords campaign – Domino Pizza Google Confidential and Proprietary
- 35. Be Engaging: Google Display Ads Engage with 80% of Internet users through millions of sites using text, rich media, image and video advertising. Benefits Pricing Format Placement • Millions of sites • Pay per Click (CPC) • Text • You choose sites • Placement targeting • Pay per Impressions • Image • Google chooses sites: (CPM) • Contextual targeting • Flash (contextual targeting) • Remarketing • Video • Multiplier effect on Search Google Confidential and Proprietary 35
- 36. Be Engaging: Google Display Ads Context Audience Target based on where your audience is Reach your audience based on who they are Options: Keyword Contextual Targeting, Op4ons: Demographics, Interests, Placement Targeting, Topic Targeting Remarke4ng, Similar Users + Google Confidential and Proprietary
- 37. GDN reaches 80% of Europe’s online population That’s 280 MILLION people every month! In Germany: 77% & 41 MILLION people In France: 84% & 38 MILLION people In the UK: 84% & 36 MILLION people In Italy: 88% & 19 MILLION people Source: comScore, April 2010 Google Confidential and Proprietary Google Confidential and Proprietary 37
- 38. What are the different targeting options? Google Confidential and Proprietary
- 39. Be Relevant: Google Mobile Ads As more people use their mobile phones, use location-based targeting to be found on the go-whether through Google or through targeting in a mobile application. Benefits Pricing Format Placement • Control your budget • Pay per Click (CPC) • Search text • Google.com • Right ad at the right time • Pay per Impressions • Image • Mobile optimized websites (CPM) • Innovative ad units • Video • m.youtube.com • Pay per Phone Call • Flexible pricing • Google Maps-expanding • 1,000s of top apps • Better ROI Google Confidential and Proprietary 39
- 40. Mobile solutions Search Sites In Apps Video Discover our Mobile app! Tap Discover our BrandText here. Mobile app! Tap Discover our here. Mobile app! Tap here. Mock up samples Google Confidential and Proprietary 40
- 41. Resources Google Confidential and Proprietary
- 42. Resursai • AdWords Žinynas https://adwords.google.lt/support • Skaitykite naujienas lietuviškame „Google AdWords“ tinklaraštyje: www.adwords-lt.blogspot.com • Prisijunkite prie „AdWords“ bendruomenės ir dalinkitės patirtimi lietuviškame forume: https://groups.google.com/forum/#!forum/adwords-forum-lt • AdWords – www.adwords.google.lt • AdWords Editor – www.google.com/intl/lt/adwordseditor • Google Engage - https://google-engage.appspot.com/lt/ Google Confidential and Proprietary
- 43. Thank you! Google Confidential and Proprietary