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Be B
.O.L
.D.
( plus 1 free! )
An Industry initiative brought to you by Google India
Be B.O.L.D.4 Common Sense Ideas
to Build Your Brand Online
Sources: Comscore | IRS 2008, R2 | Comscore World Media Metrix | First study of Internet usage in India tracks users across India for May 2008
India is online. Latest research seems to put that
number anywhere in excess of 4 crore people.
The average Indian also visits the Internet almost
everyday for upto a half hour at a time.
So, of course, you want to build your brand on the Web.
This is often easier said than done. It certainly doesn’t
seem easy - not everyone understands exactly how to
do this; there seem to be so many new things to learn,
so many different rules. Plus, today’s economy certainly
doesn’t make things easier.
What if we told you, it’s actually simpler than you think?
To prove this to you we present 4 common sense ideas
that will help you get started towards establishing a
powerful brand presence online.
Sometimes all it requires is for you to Be BOLD…
Be BOLD
Build for Efficiency
Operate to Acquire
Lead with Experimentation
Design for Engagement
4 Common Sense Ideas to Build Your Brand Online
How to use this booklet
This booklet is divided into four sections, one for each of the four ideas of Be BOLD.
Each idea is further supported by two marketing insights. These marketing insights
show you how to actually put the Be BOLD ideas into action.
Each marketing insight is broken down as follows:
Marketing insight
Research data
Marketeer check list
Advertiser insight
Tools you can use
Catch trends before they become trends
Save money the old-fashioned way… Don’t waste it
1. Build for Efficiency
"The tipping point is that magic moment when an
idea, trend, or social behavior crosses a
threshold, tips, and spreads like wildfire.”
- Malcolm Gladwell, Author
No one knows exactly when the next big thing
becomes just that - the next big thing. The
problem, though, isn’t being able to predict what
the next big trend, fad, best seller or killer product
might be. It’s often not being able to read the signs
in time. The trick is to catch these just as they start
to form not when they’re near tipping point.
Catch trends before they become trends
Think about using : Google Trends
Google Trends allows you to see how often people are
searching for different things on Google. It also shows how
frequently certain topics have appeared in Google News
stories, and in which geographic regions (in India or the
whole world) people have searched for them most.
With Hot Trends you can see the fastest-rising searches for
different points of time. For example: you can see a list of
today’s top 100 fastest-rising search queries in India. You
can also use Google Trends to get insights into the traffic and
geographic visitation patterns of your favorite websites!
Find it at : www.google.com/trends
Did You Know?
More Indians online are comparing prices and
purchasing products online today than in 2005*
* Google India Benchmark Study | May 2008 | Google India, Netpop Research
Ask yourself:
Do I get regular and accurate feedback on what
my customers feel about my product/ services?
How long will it take me to respond to changes in
my target group or market?
1. IPL Final Match
5. IPL Final
16. Manish Pandey
19. Zoozoo wallpapers
Google Hot Trends indicates the Top 50 most searched for terms on www.google.co.in the day of the IPL final
“If brands are built over years, why are they
managed over quarters?”
- Leonard Lodish, Wharton Business School
In the 2008 IBM Global CEO Study, CEOs rated
market factors (48%), people skills (48%) and
technological factors (35%) as the three external
factors that would most impact their businesses.
As more and more marketers move from intuition
to science, tracking and tweaking their campaigns
using increasingly complex models, the future will
undoubtedly go to the more diligent. And this is,
perhaps, where the digital medium rolls up its
sleeves. What makes the digital medium such an
incredible marketing channel are the robust
campaign data it gives marketers.
When you embark on a marketing activity,
especially one that aspires to wield the enormous
power of the Internet ensure you have the tools at
hand to accurately track if your campaign
objectives are being met.
Save money the old-fashioned way, don’t waste it
Think about using : Google Analytics
Google Analytics is a free tool which can help you improve
your marketing ROI. It shows you which sites, search
engines and search words are sending traffic to your
website. It also shows you how long visitors are spending on
your site and which pages they seem to prefer.
Find it at: www.google.com/analytics/
Did You Know?
The impact of online ads is equivalent to TV and
greater than other forms of offline advertising*
Source : India Benchmark Survey | May 2008 | Google India, Netpop Research
Ask yourself:
Do I know which of my marketing campaigns are
working and why?
Do I have a way to get the information I need to
make better marketing decisions?
Custom Reports
Create, save, and edit custom reports that present the information you want to see organized in the
way you want to see it.
Reach Wide but Target Narrow
Find the People Who Want to Find You
2. Operate to Acquire
"Customers buy for their reasons, not yours.”
- Orvel Ray Wilson, Author
And that may be truer today than ever before.
Estimates indicate that the average person will
have access to some 80 million commercial
messages in their lifetime. Research also
indicates that we’ll now produce more information
in just one year than has been produced in the last
5,000 put together. With so many options for
information your consumers now have a multitude
of places to get their information.
The converse is also true-your brand now has
more places it can be heard. It’s important that you
know where to reach your customer effectively.
Reach wide but target narrow
Think about using : Google Content Network
Advertising on the content network allows you to be present
at multiple consumer touch points. Google’s Content
Network allows you to tap into the advantages of display
advertising and make contextual targeting work for you. By
advertising on Google’s content network your text, video and
image ads can be exactly targeted to different websites and
their content. These ads are so well matched that readers
find them useful.
Find it at: www.google.com/adword/containnetwork
Did You Know?
53% say the Web/ online is how they prefer to
learn about new brands
Source: India Benchmark Study May 2008 1005 online interviews Google India, Netpop Resea
Ask Yourself :
Do I know the different themes that could be
relevant to my brand and brand message?
Do I know which sites are the most relevant for
me to be present on and why?
Advantages of the Google Content Network
Brand Reach - Up to of the India’s Internet users
Brand Awareness - Over chances every month to show your ad across a range of BFSI-
related websites alone
Brand Re-inforcement - Over unique page views every month
Brand Association - of content specific sites on which to show your ad
70%
400 million
25 billion
Tens of Thousands
One of the Internet's strengths is its ability to help
consumers find the right needle in digital haystack
of data.”
- Jared Sandberg, Wall Street Journal
More than half Indian Internet users polled
indicated the first thing they did on the Internet was 2go to a search engine . Data also indicates that
consumers prefer to do their homework online
even if they’re eventually going to purchase offline
- even among in-store purchases, search engines
are key: 97% of in-store purchasers use search 3engines .
The implications are clear-no matter where they
hear about a product or service or where they’re
evenutally going to buy it, consumers seem to
prefer going online first.
Find the people who want to find you
Think about using : Google Adwords
Google Adwords allows you to reach your target consumer
by putting control entirely in your hands. Change an ad
anytime you want, set your own budget and accurately track
your ad’s performance
Find it at: See details on Pg 19 to find out how to get started
Did You Know?
Over 80% said online ads increased their interest
in the brands or products advertised; 40% said 1
they “greatly” increased their interest
Source: 1. India Benchmark Study | May 2008 | Google India, Netpop Research 2. I-Cube 2008 | Online Content Report | 4.9MM users in 30 cities MRB 3. India Retail Survey | February 2009 | Google India, Netpop Research
|
Ask Yourself:
When my consumers look for me online, can
they find me?
Redefine the rules of the game
Get more from what you already have
3. Lead With Experimentation
"I still observe executives exhibiting the same lack
of courage or knowledge that undercut previous
waves of innovation.” - Rosabeth Moss Kanter,
Harvard Business School
When it comes to communicating your brand
message, building associations with your offline
campaigns or simply creating and sustaining a
true first-mover’s advantage, the trick is knowing
how to make your advertising work for you,
whether this means finding a new way to say what
you want to or picking a different channel to get the
same message across.
If you’re going to change: experiment early, iterate
quickly and innovate boldly.
Redefine the rules of the game
Think about using : Blogger, Google Maps
Blogger.com is Google’s free publishing service that allows
you to customize and publish your own blog on the web
instantly to communicate with anyone on the Internet.
Google Maps offers user-friendly interactive maps of India
and the world. It also allows individuals and businesses to
create a custom map for personal use, to mark a business
location, service provider and more
Find it at : www.blogger.com
local.google.co.in
Did You Know?
Indian internet users view blogs and forums as
good sources of information and an excellent
platform for publishing their own views to the 1world
Sources: 1. I-Cube 2008 | Online Content Report | IMRB 2. Google Internal Data; 3. Google Zeitgeist
Ask Yourself:
If I just changed where I used them, would I be
able to make my campaign creatives do more
for me?
Could the Internet easily prove a more cost-
effective extension of my branding and PR
activities, if I just tweaked my internal
resources?
Google maps could provide a powerful way to reach out to your customers. For eg: By clearly marking
where your ATMs/ bank branches offering specific services are located in the city
“Investors and analysts often prefer that firms
maximise shareholder value by ‘sticking to their
knitting’.”
-Mary Benner, Wharton Business School
This holds true for both your customers and your
content. Imagine the kind of brand engagement
you could generate if your ad went viral - 1 person
sends it to 10, who send it to 100, who send it to
1000... And what if you discovered that all it
required for this to happen was an easy way to
show other people that video?
Better yet, what if we said you don’t even need to
‘create an ad’. Remember the new credit card ad
with the funny guy dancing in different parts of the
world? It all started with a video called ‘Where the
heck is Matt?’ (find it on YouTube)
Get more from what you already have
Think about using : YouTube
YouTube allows you to use the combined advantages of the
Internet & video to extend the ways your brand and
messaging interacts with your target consumer. Today, over 215 hours of content uploaded onto YouTube every minute .
In 2008, YouTube was the fastest rising search term on
Google India, and was also among the top 5 most popular 3searches for 2008 after Orkut, Gmail, Yahoo and Google
Find it at : in.youtube.com
Did You Know?
Photo/Video sharing has emerged as one of the
activities Indian Internet users do most every day*
* I-Cube 2008 | Online Content Report | IMRB
Ask Yourself:
Are my TV ads the kinds that people would
readily pass on to their friends if I simply made
them more accessible?
Do I have campaign video creatives – both
global and local – that I can easily use online to
extend the life of my campaign?
Don’t underestimate ‘Word of Mouth’
Force Your Brand to Listen
4. Design for Engagement
“While it may be true that the best advertising is
word-of-mouth, never lose sight of the fact it also
can be the worst advertising.”
- Jef I. Richards
Consumers influence each other as easily as they
are influenced. They talk, when they like
something and especially when they don’t. With
social networking and the Internet, they’re no
longer talking to just their friends and family.
Today, when they talk the whole world can listen in.
Don’t underestimate ‘Word of Mouth’
Think about using : orkut
Research indicates that Indians spend 2 Billion minutes on 2social networking sites every month. When you build an
online community on orkut, you could access some 14
million+ unique visitors and about 2.5 million daily visitors in
India alone. Over 80% of orkut’s audience in India is
between 18 – 34 years in age. You can now also advertise on 3orkut.
Find it at : www.orkut.com
Did You Know?
78% of consumers trust - either completely or
somewhat - the recommendation of other 1
consumers
Sources: 1. ‘Trust in Advertising Global Report’ | Nielsen, October 2007 2. Comscore 3. Comscore for India, July 2008, Comscore Media Metrix, Oct 2008
Ask yourself :
Do I know what my consumer is saying about
me?
Do I have a way of talking so they listen?
MTV India uses Orkut to create 260,000 new Roadies faster & cheaper
“The consumer isn't a moron. She is your wife.”
- David Ogilvy
Your consumers and how they feel about different
products, prices and their favorite brands are
always changing. They are influenced by tens of
thousands of messages, videos, chats,
commercials and so much more. What’s more,
consumers no longer want to be talked to or told
what’s good for them by brand propaganda.
Today’s consumer is changing faster than she
ever has. And for any brand hoping to talk to their
consumers it’s important to know what to say and
in a manner that they will listen.
Force your brand to converse
Think about using : Google Insights for Search
Google Insights for Search allows you to know what your
customers are thinking. Get insights on what people were
searching for in Mumbai, India or around the world today,
yesterday or in 2004. For example : You can use Google
Insights for Search to learn that people in India have been
looking online to ‘buy iphone’ since 2006! And the most
interest is from Delhi & Gujarat!
Find it at : www.google.com/insights/search
Did You Know?
55% of consumers want an ongoing dialogue with 1
brands
Sources: 1. ExPO TV Survey (administered to influential consumers on the ExpoTV community) | 2008 2. Comscore Matrix: Community India for Oct 2008 3. Comscore for india, July 2008, Comscore Media Metrix, Oct 2008
Ask yourself :
Do I know what is most important to my
consumer?
Do I know how my consumer feels about me
or my branding message?
Do I have a way of listening when my
consumers talk?
Google Insights for Search indicates how the only time the number of people searching for information on Harbhajan surpassed that for Dhoni was in April 2008 - the time of the controversial Sreesanth slapping incident
5. Know what works and do more of it
“Any company that cannot imagine the future
won’t be around to enjoy it.”
- C.K Prahalad & Gary Hamel, Management
Authors & Gurus
Know what works and do more of it
The only way to succeed is to stop talking and start
doing.
“The key question is, “How do I accomplish growth
and cost efficiency at the same time?”
Our strong point of view is that a ruthless and
disciplined focus on ROI is the only answer. ROI
should be the key yardstick by which you measure
how you invest your precious resources going
forward. And the Internet can deliver these
efficiencies.
The Internet is measurable and provides precise
control over how your marketing investments get
allocated. There is no more efficient media
channel available. Period.
At the same time it is also the Internet that can help
you grow by:
1) Reaching relevant customers in India and
around the world
2) Converting these prospects into revenue
efficiently
3) Enabling you to grow along with the fastest
growing medium in the country”
Managing Director,
Google India
Shailesh Rao
Supercharge your brand now
To understand how to implement these four ideas
for your brand, please schedule a customized
presentation:
Finance
Pavan Varma
+91-9987521735
Technology & Telecom
Manish Tahilyani
+91-9953591223
FMCG
Ashwin Venkatraman
+91-9611897125
Auto
Gaurav Kapur
+91-9810158071
Travel
Manan Singhi
+91-9818411908
Education
Ajay Malhotra
© 2009 Google Inc. All rights Reserved. Google and the Google logo are trademarks of Google Inc. No part(s) of this publication
may be copied and /or excerpted in any way, form or manner without the prior written permission from Google Inc.