ppropriate for audiences ranging from introductory through advanced. Presented to a umber of clients, including brand marketing students at Cornell University.

1. Building a Brand
in the Age of Google
Improved!
Now with
extra
brandiness!

2. Iconic Brands

3. Whose brand are we building
here? 3

4. Pick a brand... any brand 4

5. Google is... helpful? 5

6. Does this build a brand? 6

7. What about this? 7

8. Google vs. TV Top 10
32
24
16
8
0
Weekly viewers/visitors (millions)
TV Top 10
Google

9. Google vs. CBS
22.0
16.5
11.0
5.5
0
2007 revenue (billions) 2008 revenue (billions)
CBS
Google

10. How do customers find you?
Referred - Earned/Paid
Direct Navigation
Media
Search – Natural & Paid Email

11. Inbox overload

12. 4.1 billion mobile phones worldwide
Over 50% market penetration worldwide -
in 26 years
22 million people use the mobile web
every day 12
Not just PC’s

13. How to respond 13
■ Remarketing
■ Testing
■ Measurement and Analytics

14. Remarketing 14
Cookie
attached to
guest
browser
Guest visits brand website
Guest sees hotel ad on
network sites, driving
repeat visits/conversions
Google’s display network reaches 71% of hotel travelers every day on average

15. Geo-targeted remarketing 15

16. Budgeting remarketing 16

17. Example ads 17

18. Optimizing remarketing 18

19. Example network sites 19

20. Remarketing example 20

21. Testing 21
Control/champion
Challenger Challenger Challenger
creative

22. Remarketing control

23. Challenger 1

24. Challenger 2

25. Search tests

26. Tracking/analytics

27. “The future is already here,
it’s just not evenly
distributed”
– William Gibson
27

28. Helpful resources 28
■ Online Marketing
■ Seth Godin’s blog: http://sethgodin.typepad.com/
■ Mike Moran’s Biznology: http://www.mikemoran.com/
biznology/
■ Steve Rubel’s Micropersuasion: http://
www.micropersuasion.com/
■ David Armano’s Logic + Emotion: http://
darmano.typepad.com/

29. References
• TV Top10 Ratings (January 19-25, 2009) Retrieved from: http://
blog.nielsen.com/nielsenwire/tag/cbs/page/7/
• Google 1.2 billion weekly searches (January 2009) Retrieved from: http://
www.comscore.com/blog/2008/03/universal_search_a_first_look.html
• CBS 2008 financial information retrieved from: http://seekingalpha.com/
article/121341-cbs-corporation-q4-2008-earnings-call-transcript?
page=4
• Google 2008 financial information retrieved from: http://
www.google.com/intl/en/press/pressrel/revenues_q408.html
• Mobile phone usage: http://www.comscore.com/press/release.asp?
press=2752
• Mobile phone penetration: http://www.itu.int/ITU-D/ict/publications/idi/
2009/material/IDI2009_w5.pdf