Scaling API-first – The story of a global engineering organization
Google 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
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
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
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
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
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
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
