Webnatics th seminar nett

Online & Search Marketing Trends

Naphisira PhasukavanichStrategic Partner ManagerChannel Partnerships, Southeast Asia

p.2 Google Confidential and Proprietary

The Web Is What You Make Of It

3

Global Online Trend


Making Global Connections


Over 1.8 billion people online

p.6 Google Confidential and Proprietary6

20 Years Ago Local libraries, morning papers

Information

Now

4 billion global searches per day

Source: According to Comscore, in June 2008 there were over 60 billion searches conducted worldwide - equivalent to more than 2 billion searches per day on average


210 Billion Emails & IMs sent per day

Communication

900,000 postsposted daily by bloggers . Eq. To 19

years of NY Times

Source: Gizmodo, Dec 09


35 hours Video uploaded to YouTube per minute

Entertainment

eq. to 235,000 Full-length movies uploaded per week

Source: Google data, Nov 10


Community

860 MillionInternet users on a social network

5,000 every secondNumber of tweets at peak time

Source: Mary Meeker, Oct 09 & Apr 10


Over 3B app downloads and counting

Average Android user downloads 40 apps

25% of iPhone & Android users spend2 hrs/day in apps

10

Mobile

Source: Google Internal Data, based on a basket of 20,000 keywords within the shopping category, AdMob May 2010, Complete Inc. 09, mocoNews 09


Commerce

20 years ago Local shops, catalogues

85% of internet users

worldwide have bought something online

Now

p.12 Google Confidential and ProprietarySource: “US Entertainment and Media Consumer Survey Report 2007” JupiterResearch (April 2007); Universal McCann (June 2007); eMarketer (Feb 2007); Google internal estimates

Total US Advertising Spend$303 Billion

Media Consumption

14% Newspapers

20% Direct Mail

22% TV

6% Online

21% Other Media

5% Yellow Pages4% Magazines

7% Radio

Watching TV14 hours per week

Listening to Radio4 hours per week

Reading Magazines, 2 hours

Reading Newspapers, 1 hour

Going Online14 hours per week

41% of their timeGap between ad spend and media consumption

The Opportunity

Consumers Are Spending More Time Online


The Web Is Going Local

1 in 5 desktop

searches are related to location.**

1 in 3 mobile

searches are related to location.**

97% online

consumers use the web to research for products.*

Source: *Yahoo! and comScore Study Finds Online Consumers Who Pre-Shop on the Web Spend More In-Store. July 2007. **Source: Google

60% of consumers are more likely to engage with

an ad that is relevant to their location.

60% of local searches result in purchases

Source – TMP/Comscore, JiWire

Thailand – Online Trend


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Thailand Internet User 2009

Country Internet Users (M)

Penetration Rate (%)

User Growth (%)2000-2009

% of Users in Asia

Asia Pacific 764.43 20.1 568.8 100

Australia 17.03 80.1 158.1 -

China 384.00 28.7 1606.7 50.2

Hong Kong 4.87 69.2 113.7 0.6

India 81.00 7.0 1520 10.6

Indonesia 30.00 12.5 1400 3.9

Japan 95.97 75.5 103.9 12.6

Malaysia 16.90 65.7 356.8 2.2

New Zealand

3.50 83.1 321.7 -

Philippines 24.00 24.5 1100 3.1

Singapore 3.37 72.4 180.8 0.4

South Korea 37.47 77.3 96.8 4.9

Taiwan 15.14 65.9 141.9 2.0

Thailand 16.10 24.4 600.0 2.1

Vietnam 22.77 25.7 11289.9 3.0

• APAC is the fastest growing internet population in the world

• On average, internet users across the region each spent 16.8 hours per month.

• From Sep 2008-2009, the number of searches jumped by 33%.

• In Sep 09, the region made 38.6 billion searches, average up to 88 searches per user in that month.

• 44% of search activity in Sep 09 took place on Google

Source: Internetworldstat, April 2010


670,000 household will become part of the internet world this year.

This represents a YoY growth of 14.6%. Thailand is ranked 9th in Asia in terms of

Broadband Penetration Rate, 2008 (Source: Pyramid Research and Light Reading, “Top 10 Telecom Market: Asia,” February 9, 2009)

17

17

Broadband and Internet Households

Source: eMarketer.


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Advertising Spend

YoY Growth 2009 Share of total advertising 2009

Source: ZenithOptimedia Advertising Expenditure Forecasts July 2010. Effective Measure, 2011

Internet Advertising Spend in 2011

THB 2 billion* (or 2%)

Total Advertising Spend in 2011

THB 100 billion*

Newspaper; 20.3%

TV; 55.0%

Radio; 7.2%

Out-door/Transporta-tion, 2.2%

Internet; 0.3%

Mag-azine

s; 6.2% Cinema; 4.2%


In Sum, Thailand Online Market – Strong Growth Ahead

• Internet population grew 6x between 2000 – 2009.

• Internet penetration rate is at 24.4% … and growing

Source: internet world stats/ emarketer.com


Social Networks

Sources: eMarketer.

Investments in social networks increasing steadily YoY worldwide at 12%. Advertising in social networks is increasingly seen as a complement to search campaigns


Mobile It is time to integrate mobile into your strategy.


» Search engines with high usage – daily: 60% on smartphone, computer with much higher usage.

Smartphone

Computer

n= 944

n= 970

Usage Frequency of Search Engines

Base: Private smartphone users who use the internet in general / also the computer and who are searching via search engineQ31: How often do you do searches (via Google Yahoo! Bing etc.) on your ... ?


Used Search Engines» Google is No. 1 in Thailand with great competitive advantage – no matter on which device.

Smartphone Computer

Usage generalMainly used

Others

None

Base: Private smartphone users who use the internet in general / also the computer and who are searching via search engineQ29: Which of the following search engines do you use to search for information on your ... ?Q30: Which of the following search engines do you use most often on your ... ?

n= 1000 / n= 944 n= 979 / n= 970


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Search Engine Attitudes

Of people normally find websites via a search engine

Of people believe search engines help them find websites they wouldn’t find any other way

Of people believe search engines quickly help them find relevant sellers of a product they are looking to buy

Of people think the placement of a brand on the search results page reflects the importance of the brand company

72%

71%

65%

63%

Source: Q8 / Consumer Commerce Barometer / TNS Infratest, Fieldwork June 8 - June 29, 2010 / base: n =2,001Top 2 on a 5 point scale=strongly agree, agree

Of people think information about a particular company, service or slogan in an offline channel has driven them to search for information online

52%Of people expect leading brands to be on top of the search results page

61%

Of people rarely or never look at more than one page of search engine results29%

Question: Thinking about times when you have used search engines to help you do your research for products or services, to what extent do you agree or disagree with the following statements:


eCommerce Overview


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Total Purchase

• Within the last 12 months, most consumers in Thailand have bought products from the Retail, CPG& Healthcare as well as Technology category.

Share of Purchasers within last 12 months Base: Onliner

Auto (net)

Finance (net)

Travel (net)

M&E&L (net)

Tech (net)

CPG&Healthcare (net)

Retail (net)

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

41%

49%

53%

70%

87%

92%

95%

Source: Q1 / Consumer Commerce Barometer / TNS Infratest, Fieldwork June 8 - June 29, 2010 / base: n =2,001

Question: When did you last buy any of the following products or services: within the last 3 months, the last 6 months, the last 12 months, more than 12 months or never?

For each vertical, the graph shows the percentage of respondents who purchased at least one product within the respective vertical. Multiple product purchases within a vertical are still only counted once - hence "net". The maximum net percentage therefore is 100%.


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Method of Purchase

• Products have been purchased offline rather than online for all categories; Travel is the only category that has any clear online purchase pattern (37%).

Method of PurchaseBase: Online and Offline Shopper

Retail Tech CPG&Healthcare Auto Finance M&E&L Travel0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%99% 99% 99% 97% 96%

91%

82%

22% 21%

11%6% 9%

22%

37%

Bought offline Bought online

Source: Q2 / Consumer Commerce Barometer / TNS Infratest, Fieldwork June 8 - June 29, 2010 / base varies for each product category

Question: Thinking about the last time you bought each of these products or services, how did you purchase them: online, by phone, by catalogue, in a store/agency/ showroom or any other way?


Shifts in Thailand Online Consumer Behavior

• More than 2/3 of Thai consumers say the internet is their first stop for information.

• 40% of Thai internet users say that online presence significantly increase their interest in brands.

Source: emarketer.com


Payment, Legal and Financial• Payment Methods: The majority of the general population in Thailand prefer to carry

cash for purposes of making daily payments for goods and services. Research suggests that 70% of the B2B transactions are mainly debit based payments in commercial banks while 65% of B2C transactions use credit card payments. In Thailand survey results of consumers ordering products on the Internet suggest that 40-60 per cent use credit cards, while 40 per cent use account-based money transfers which include direct debit, debit cards and fund transfer payments. Ref: Bank of Thailand

• Legal Landscape: Thailand generally follows the civil law system. The legal landscape of Thailand changed with the introduction of new product liability legislation in 2009. This is a significant change to the liability terrain of businesses operating in Thailand. In general, however the legal landscape is moderately complex with some sectors being more regulated than others. Ref: Asialaw

• Opportunities: Thailand is an export dependant economy with exports accounting for more than two thirds of GDP. Most of its workforce is in agriculture, forestry, and fishing. Tourism is an important industry and presents numerous opportunties. Ref: Economist

• Financial overview: Strong local demand in the housing market. Resilient banking system and expansion of banking loan growth. Public debt at 42% of GDP. Bullish stock market riding on an expanding economy. Ref: CIA, Thailand business news

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For detailed information on all legal restrictions consult the resources on the import/export resource slide


Top Thailand Sites

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Source: http://internet.nectec.or.th/document/pdf/20070824_Important_Intenet_Statistics_of_Thailand.pdf

Top Websites in Thailand (by average unique IP per day)

www.sanook.com

www.kapook.com

www.manager.co.th

www.mthai.com

www.teeneee.com

www.pantip.com/cafe

www.ragnarok.in.th

http://internet.nectec.or.th/document/pdf/20070824_Important_Intenet_Statistics_of_Thailand.pdf

http://www.sanook.com/

http://www.kapook.com/

http://www.manager.co.th/

http://www.mthai.com/

http://www.teeneee.com/

http://www.pantip.com/cafe

http://www.ragnarok.in.th/


Thank you!

Google AdWords Authorized Reseller


33

Google AdWords Eco-system

SMB Advertisers

Users

Set up account directly with Google

Opt to work with a third party to manage their advertising for them

The AdWords Reseller program is designed to support local players to address the SME opportunity


Online Marketing Can Be Challenging For SMBs

34

• Lack of Awareness and Knowledge • Human Interaction and Time

required • Need for Expertise


35

The Resellers are the local business consultants supporting SMB advertisers

Sell & Manage AdWords

Customer Service

Billing & Collections

Strategic Consulting

Training

Marketing

Technical Support

Financial Incentives

GOOGLE PARTNER

Local Business Consultant With Unique Selling Proposition

Appendix


37

Thailand - ROPO Behaviour by Product Category (1/3)

Selection: Bought at least 1 product of the respective category in the last 12 months (max. n=18 items)

Research Online

Research Online AND Purchase Research

Offline

Research Offline AND Purchase

Online OfflineOnline Offline

Overall 92% 43% 91% 97% 42% 96%

Technology 80% 20% 79% 75% 16% 75%

Mobile phone (handset) 65% 4% 60% 35% 1% 33%

Printer supplies 42% 2% 40% 58% 2% 54%

Computer Hardware 61% 5% 56% 39% 3% 36%

Digital Camera/Camcorder 63% 4% 58% 38% 1% 34%

Computer peripherals (e.g. printer) 55% 4% 51% 45% 2% 41%

Mobile phone subscription 43% 11% 32% 57% 6% 50%

Visual devices 48% 3% 43% 52% 3% 49%

Audio devices 52% 5% 46% 48% 2% 44%

Computer Software / Video games 55% 10% 44% 45% 4% 38%

Travel 65% 34% 49% 60% 17% 56%

Leisure Flights 56% 34% 22% 44% 6% 36%

Business Travel 46% 25% 21% 54% 9% 37%

Hotels (for leisure/holidays) 62% 27% 35% 38% 4% 32%

Package Holidays 54% 22% 33% 46% 5% 35%

Source: Q2, Q3.1 / Consumer Commerce Barometer / TNS Infratest, Fieldwork June 8 - June 29, 2010 / base varies for each product category


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Research Online


Offline



Retail 69% 20% 69% 94% 20% 94%

Books 35% 4% 30% 65% 2% 64%

Clothing & Accessories 30% 3% 27% 70% 2% 68%

Toys 27% 5% 22% 73% 4% 67%

Footwear 18% 1% 16% 82% 1% 81%

Sport equipment 33% 2% 31% 67% 3% 62%

CDs / DVDs 39% 10% 29% 61% 2% 58%

Gifts, flowers, greetings 21% 4% 17% 79% 2% 75%

Domestic appliances 41% 1% 39% 59% 2% 57%

Personal appliances 21% 2% 19% 79% 1% 76%

DIY, tools, Garden Equipment 19% 2% 17% 81% 2% 76%

Home Furnishings/Furniture 32% 1% 31% 68% 1% 66%

Home and Household Goods 21% 1% 19% 79% 1% 77%

CPG & Healthcare 51% 10% 50% 92% 9% 91%

Health products 45% 6% 39% 55% 2% 52%

Groceries 9% 0% 8% 91% 1% 90%

Cosmetics/beauty products 47% 8% 39% 53% 2% 51%


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Research Online


Offline



Automotive 46% 4% 44% 62% 4% 61%

Cars 57% 4% 52% 43% 3% 40%

Car parts or Accessories 38% 3% 35% 62% 2% 56%

Finance 36% 6% 33% 77% 5% 76%

Car insurance 32% 5% 27% 68% 3% 65%

Home insurance 23% 1% 22% 77% 5% 69%

Personal Loans 37% 3% 34% 63% 5% 55%

Media & Entertainment & Local 49% 16% 43% 71% 14% 67%

Event tickets 32% 11% 21% 68% 10% 54%

Cinema tickets 43% 10% 33% 57% 5% 52%

Real estate (e.g. rent a flat) 44% 5% 38% 56% 6% 49%

Date post:	23-Jan-2015
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