Don’t treat us as Internet traffic suppliers. We are your business partner. Mobile and video – it’s the future that is happening today – that’s how you could sum up the main message of the Think with Google event that took place on 7 October in Google’s Dublin headquarters. The event gathered around 160 companies – mainly agencies and big advertisers from EMEA countries, including 8 people from Poland. The event clearly showed what Google’s priorities are, what they want to sell, and where the biggest growth potential is – the things that are becoming increasingly important in today’s internet industry.
I went to the latest event from the Think with Google series on behalf of MaxROY.com for the first time. I did not expect to find there groundbreaking information, but I was sure the focus would be on significant trends and that Google would want to sell well. And that’s exactly what the event was like – specifics, selling Google to your clients, and networking with companies from the industry. The meeting’s form: sessions with thematic talks, meeting your Google consultant, stands with Google products, networking during the breaks, dinner and evening party. Below a selection of my notes.
Mobile, mobile, mobile
Google’s investments in Android were reflected in the emphasis put on mobile issues. Mobile is an important and probably the most progressive channel for Google at the moment. Ian Carrington spoke about what mobile is today and where it’s heading. He presented the voice translator that Eric Schmidt demonstrated in Berlin. A lot of innovations await us, for example boarding passes on planes, payment for public transportation, mobile coupons (Groupon’s killer is a mobile application treating us to coupons valid in places on our daily route – it’s quite probable that Google’s thinking of a similar solution), widespread codes on products, a search engine using voice and location (we already have that one).
A question was addressed at the audience: Who has bought anything through the mobile channel? Relatively few people raised their hands. (Carrington said that during the meeting for Western and Northern Europe the day before half of the audience replied.) I did not raise my hand. A moment later it occurred to me how stereotypical my thinking about shopping through the mobile channel was when I tried to remember if I had bought shoes or a TV set and forgot how much money I had spent in iStor or Amazon Kindle.
Why is mobile growing? The synergy of the growth of the more and more advanced devices with cloud computing. Only thanks to cloud data processing is the creation of applications such as Goggles that recognized images possible. Shortly women will chase each other taking photos of other’s handbags and their phone will tell them where they can buy one.
In mobile marketing not only relevance is important, but also – or perhaps mainly – speed and interactivity. How to achieve it? Right now take into account mobile search (AdWords and preferably separate campaigns are the solution here) and ads in apps at the same time (obviously Google suggests using the only-just acquired AdMob).
Branding and YouTube
Where Google hasn’t been fully monetised: YouTube and building brand with search. Below an example of creating a brand’s image depending on the different consumer interest.
Interesting examples of making use of YouTube:
http://www.youtube.com/user/coldwellbanker – search engine of real estate on a YouTube channel
http://www.youtube.com/user/JMLdirect – short films demonstrating the application of non-standard devices on the store’s offer
http://www.budgetplaces.com/ – a site with cheap hotels’ offers – YouTube plays the most important part in the presentation – the most prominent element on an offer’s page is the video
The main conclusion – Polish e-commerce does not appreciate the impact of video, and the trend is: more visual, more photos, more video.
How much is a click in Poland?
During the session for exporters the latest beta version of the tool http://www.google.com/landing/exporttool/ was presented, as well as an updated version of Translator with the function of automatic campaign translation.
The most interesting slide from the presentation showed a comparison of the mean cost of a click in particular countries with the UK cost. It turns out that it’s the cheapest in Poland! We have the cheapest clicks! At the same time, sponsored links aren’t that unpopular.
The reasons? Poles: are misers/ calculate ROI/ have long tails / have low CR in stores / …
During the discussion panel the issue of Facebook was brought up among other things. Claire Hughes Johnson from Google maintained that Facebook is not their rival, but rather another stimulant to expanding the Internet pie together with the allocated budgets. I don’t think she really meant it, though.
I was amused by Google’s representative from Egypt who claimed that organic results are in no danger. There was also Google Instant presentation, after which some attention was devoted to various forms of advertising. Have you seen YouTube extension for AdWords? For me a complete novelty – YouTube’s sponsored film in search engine results (not YouTube’s results).
Someone from Israel pointed out a problem that we in Poland do not notice, perhaps mainly because we operate locally. There is some inequality in Google’s treatment of companies from different countries. If on the global market a US company competes with a company from some other country, then the former has the upper hand because of access to the AdWords function, which is not yet available everywhere in the world (e.g. new site-links extensions). No easy solution to the problem has been found.
To sum up…
Think with Google i san event promoting Google with an interesting way of building Google – Client relations. It was clear that selling Google’s service was the aim, but they weren’t too pushy. Besides, it’s great to see competing companies meeting in a friendly atmosphere :-).
Greetings to all Poles at Think with Google: Maciej, Krzysztof, Grzegorz, Maciej, Tomasz, Wiesław, Mateusz, and Googlers from Poland: Magda, Kasia, Gosia and Magda :-).