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Be B.O.L.D.
4 Common Sense Ideas
to Build Your Brand Online
( plus 1 free! )
Sources: Comscore | IRS 2008, R2 | Comscore World Media Metrix | First study of Internet usage in India tracks users
across India for May 2008
Be BOLD
4 Common Sense Ideas to Build Your Brand Online
Operate to Acquire
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.
Marketing insight
Research data
Tools you
can use
1. Build for Efficiency
Catch trends before they become trends
Save money the old-fashioned way… Don’t waste it
Catch trends before they become trends
Did You Know? "The tipping point is that magic moment when an
More Indians online are comparing prices and idea, trend, or social behavior crosses a
purchasing products online today than in 2005* threshold, tips, and spreads like wildfire.”
- Malcolm Gladwell, Author
Ask yourself: No one knows exactly when the next big thing
becomes just that - the next big thing. The
Do I get regular and accurate feedback on what problem, though, isn’t being able to predict what
my customers feel about my product/ services? the next big trend, fad, best seller or killer product
might be. It’s often not being able to read the signs
How long will it take me to respond to changes in in time. The trick is to catch these just as they start
my target group or market? to form not when they’re near tipping point.
* Google India Benchmark Study | May 2008 | Google India, Netpop Research
Save money the old-fashioned way, don’t waste it
Did You Know? “If brands are built over years, why are they
The impact of online ads is equivalent to TV and managed over quarters?”
greater than other forms of offline advertising* - Leonard Lodish, Wharton Business School
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.
Source : India Benchmark Survey | May 2008 | Google India, Netpop Research
2. Operate to Acquire
Reach Wide but Target Narrow
Find the People Who Want to Find You
Reach wide but target narrow
Did You Know? "Customers buy for their reasons, not yours.”
53% say the Web/ online is how they prefer to - Orvel Ray Wilson, Author
learn about new brands
And that may be truer today than ever before.
Estimates indicate that the average person will
Ask Yourself : have access to some 80 million commercial
messages in their lifetime. Research also
Do I know the different themes that could be
indicates that we’ll now produce more information
relevant to my brand and brand message?
in just one year than has been produced in the last
Do I know which sites are the most relevant for
5,000 put together. With so many options for
me to be present on and why?
information your consumers now have a multitude
of places to get their information.
Source: India Benchmark Study May 2008 1005 online interviews Google India, Netpop Resea
Find the people who want to find you
Did You Know? One of the Internet's strengths is its ability to help
Over 80% said online ads increased their interest consumers find the right needle in digital haystack
in the brands or products advertised; 40% said of data.”
1
they “greatly” increased their interest - Jared Sandberg, Wall Street Journal
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
3. Lead With Experimentation
Redefine the rules of the game
Get more from what you already have
Redefine the rules of the game
Did You Know? "I still observe executives exhibiting the same lack
Indian internet users view blogs and forums as of courage or knowledge that undercut previous
good sources of information and an excellent waves of innovation.” - Rosabeth Moss Kanter,
platform for publishing their own views to the Harvard Business School
world1
When it comes to communicating your brand
message, building associations with your offline
Ask Yourself:
campaigns or simply creating and sustaining a
If I just changed where I used them, would I be true first-mover’s advantage, the trick is knowing
able to make my campaign creatives do more how to make your advertising work for you,
for me? whether this means finding a new way to say what
Could the Internet easily prove a more cost- you want to or picking a different channel to get the
effective extension of my branding and PR same message across.
activities, if I just tweaked my internal
resources? If you’re going to change: experiment early, iterate
quickly and innovate boldly.
Did You Know? “Investors and analysts often prefer that firms
Photo/Video sharing has emerged as one of the maximise shareholder value by ‘sticking to their
activities Indian Internet users do most every day* knitting’.”
-Mary Benner, Wharton Business School
Ask Yourself: This holds true for both your customers and your
content. Imagine the kind of brand engagement
Are my TV ads the kinds that people would
you could generate if your ad went viral - 1 person
readily pass on to their friends if I simply made
sends it to 10, who send it to 100, who send it to
them more accessible?
1000... And what if you discovered that all it
Do I have campaign video creatives – both
required for this to happen was an easy way to
global and local – that I can easily use online to
show other people that video?
extend the life of my campaign?
Did You Know? “While it may be true that the best advertising is
78% of consumers trust - either completely or word-of-mouth, never lose sight of the fact it also
somewhat - the recommendation of other can be the worst advertising.”
1
consumers - Jef I. Richards
Today, when they talk the whole world can listen in.
MTV India uses Orkut to create 260,000 new Roadies faster & cheaper
Did You Know? “The consumer isn't a moron. She is your wife.”
55% of consumers want an ongoing dialogue with - David Ogilvy
1
brands
Your consumers and how they feel about different
products, prices and their favorite brands are
Ask yourself : always changing. They are influenced by tens of
thousands of messages, videos, chats,
Do I know what is most important to my
commercials and so much more. What’s more,
consumer?
consumers no longer want to be talked to or told
Do I know how my consumer feels about me
what’s good for them by brand propaganda.
or my branding message?
Today’s consumer is changing faster than she
Do I have a way of listening when my
ever has. And for any brand hoping to talk to their
consumers talk?
consumers it’s important to know what to say and
in a manner that they will listen.
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
5. Know what works and do more of it
Know what works and do more of it
“Any company that cannot imagine the future The only way to succeed is to stop talking and start
won’t be around to enjoy it.” doing.
- C.K Prahalad & Gary Hamel, Management “The key question is, “How do I accomplish growth
Authors & Gurus and cost efficiency at the same time?”
Shailesh Rao
Managing Director,
Google India
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