Tag: Google

Google has amazing array of marketing products. The man Sundar Pichai would have some say over how the product was created.  This man can one handedly steer the future of Google, so lets dive in to see what he thinks about the new digital marketing paradigm.

Google Drive, Maps, apps, Chrome OS, Android, Search, Ads, ATAP… and counting…

The main objective that defines Google in near future is – to improve Google’s products through machine learning. The effort also coherently covers the effort in delivering computing capabilities to everybody around the world. Google latest approach is highly reflected in Google’s new product. For example, Tap and Project Ara. It organizes photos, virtual reality videos stitched together in the cloud. All these in credit of Pichai’s goal in making Google’s technology reachable by as many people as possible. Under Pichai, both Google’s product vision and its out-there R&D projects all seem to be heading in the same direction much more than before. Google has billions to spend. Their monetization strategy really is secondary to Pichai’s stated goals, to give everyone the power of Google’s products everywhere in the world, and he makes sure that future developments will keep his visions embedded.

Google is investing heavily on machine learning, especially in natural language contexts. So if you open your phone today and pop “Hey, what does a tree frog looks like?”, the machine now understands your question (English in this case, Google is now adopting real time translation) and runs through the online database of tree frogs then comes back with contextual replies/ answers. Error in word recognition is down from 23% to 8% last three years. Google is making tremendous progress. And these, reminds us of the SEO algorithm Hummingbird, and of course Google Now.

Another big part that Google is trying to accomplish is heavily linked with Android. As of I/O 2015, Android has reached a billion users worldwide, and the next question is – What’s the next Billion? And What is the Strategy Behind? To put things into comparison, the PC industry has reached 1.7 billion users worldwide. Judging from the mobile growth, getting past the numbers is only a matter of time.

Pichai’s guess? 5 Billion. Yeap. 

In order to get the numbers growing, Google must also build a reliable network of Internet, not just that but also affordable ones. Remember Project Loon? It’s not dead! Again back to basics, to reach everybody in the world. With the ongoing efforts like Chromebooks, Project Fi, Android One etc, the day will come. 

We will cover the latter parts- competition against Microsoft and Apple, Net Neutrality and more. For now, let’s end with Pichai’s famous vision.

“It matters that we drive technology as an enabler for everyone around the world.”

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Before we start, Beuau Avril is the Google’s Global Head of Product Commercialization. His job in simple is, to bring Google’s premium video solution and other SEM products to global businesses. The strong growth of YouTube has many things to do with this respectable chap here. Let’s dive in to 4 simple questions, and see what is in his mind.

1. What is one marketing topic that is most important to you as an innovator?

The intersection of technology and media is the most important topic for me. Audiences, especially younger demos, are consuming video content in a dramatically different way. The entire video experience is becoming interactive and personal and it is happening largely outside the living room on mobile devices. 50% of watch time on YouTube is mobile and it is growing at 90% y/y. For millennials, the concept of “watercooler” programming is no longer about 5-6 hit shows on TV – it’s about personalized entertainment within online video communities, many surpassing the reach of the largest cable/TV networks. For the first time, great data can tell us true fan passion in these communities, beyond views/impressions.

2. Why is this so important?

Shifts in consumer behavior are happening faster than marketers are adapting and a new approach is needed. Younger audiences are migrating away from TV and instead are connecting with their favorite YouTube creators and online personalities. To adapt to this change, marketers still need to reach young consumers with their most powerful asset (video), but they need to reach them when they are willing to receive a brand’s message. The old model of securing a premium placement around popular TV shows in a cluttered ad environment will not make impact on millennial audiences. Marketers need to reach them when they are “leaning-in” to the content. Key data signals can help identify these places – they will define the new premium content.

3. How will the customer experience be improved by this?

If you think about the traditional TV model, what’s missing is a real time feedback loop that can truly impact what you will see tomorrow, and the next day. Platforms like YouTube make this possible because social interaction is part of the core video experience. Users can respond in real time to their likes and interests and creators can develop their content according to what people want to see. This can happen within a few hours or even minutes. This creates a deeper commitment to the content and its creator.

Beyond social enablers, online video is different in the sense that the talent develops a true personal connection with his or her fans. They create content without scripts; express raw thoughts, emotions, and points of view. This makes them more relatable and as a result they are perceived as friends to their fans, versus celebrity icons. In fact, a recent study by Variety (Q-Scores) found that among young audiences, YouTube stars are more popular than mainstream stars. This research should send a powerful message to marketers. Historically, access to “on screen talent” has always been guarded by talent agencies and studio executives. Now, the walled gardens are coming down. Investing in these emerging creators via advertising is key in driving an innovative video ecosystem and more meaningful content experience for users.

4. How will this improve the effectiveness of marketing?

Reaching consumers while they are engaged with their passions facilitates receptiveness to brand messages, which increases marketing effectiveness. [Tweet this] Last year, Google launched a real time measurement product called “brand lift surveys” enabling brands to see real time impact of their video investments on YouTube. We found there is a strong and positive correlation between ad recall and the amount of passion, popularity, and engagement there is on any given channel. The higher the passion/engagement metrics, the higher the ad recall. The ability to measure passion + popularity is a compelling point of difference between traditional media and online video. Over time, this will create better ROI for marketers, as they won’t waste ad impressions in places where users aren’t paying attention to the ads.

What is your favorite activity outside of work?

Outside of work, my favorite activities include traveling, hiking, and road biking. I love a good ride along the river, over the GWB, and into the Palisades. I’m also an avid foodie; seeking out every opportunity to experience local food and culture, for any good occasion.

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