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The 4 Giants Shaped Internet as Marketing Platform
Source: Harvard Business School 9-513-060 Rev : December 12, 2013
Summarized by : Dian Atika, Rafika Puar, Rery Indra Kusuma
Case Summary
Main Issue
Problem Statement
Analysis
Reccomendation
These 4 giants hold its own benefit advantage and shaped marketing platform and capitalized at close to $1 trilion
Lead on online
advertising
Lead on Social
Engagement
Lead on online
retailing
Lead on put standard of
device interface
Analysis: In the effort to keep growing -Diverse and Competition
Online Advertising
Retailing of digital content
Digital Television
Payment system and banking
The Modern Era Begins:
Becomes Profitable!
Y2014: rumoured to be entering smartphone market
Then came
2012 Got $43 billion Gross revenues
97% = advertising
1998 Google launched
2000 Began to sell text advertising
2003 Introduced Adsense
2004 Set out to scan and index
2006 Acquired youtube
2007 Acquired double click
Keep growing...
http://cdn.churchm.ag/wp-content/uploads/2011/08/apple-timeline-final.jpg
TRANSFORM THE INTERNET EXPERIENCE
Facebook launched on 2005. It did not begin to grow until
about 2009. In just 2 years, it increase epidemicly from 2%
to 20%.
By 2013, 153 million people were visiting facebook
Facebook dominating time online
Most offacebook revenues come from advertising
Late in 2012, facebook launched its facebook exchange
It revenues $15billion on 2012
Search Engine
Marketing had revolutinized publishing, but the desk-bound age was transitioning at breathtaking speed to one that relied on
mobile device
Would search engine survive?
Social Network
Many sessions began with a visit a social network.
How aggresively should marketing firms court the favors of social-commerce platforms?
E-commerce:
Online Retailing
E-commerce mechants were paying a toll to firms like Google and Yahoo! To drive traffic to
their online store.
Would the self-sufficient marketing systems of online merchants like amazon let other
merchants by pass the tolls?
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OFFLINE DIRECT
MARKETING
ONLINE
US MARKETER SPENT /YEAR IN USD
Online Advertising Spending in 2012
Media Spending
Search advertising desktops and Laptops Paid search
$16.0 billion
Search advertising on mobile devices Paid search
$2.0 billion
Display advertising on desktops and laptops Banners Digital Video and Rich Media Sponsorship and lead generation
$8.0 billion
$ 3.4 billion $ 2.7 billion
Display advertising on mobile devices Advertising in application Advertising on mobile websites
$1.3 billion
Classified (e.g., auto and real estate listings, jobs, auction listings, yellow pages)
$2.7 billion
E-mail (banners and links that appear in e-mail newsletter and other commercial e-mail)
$0.4 billion
1. We can see that Google take role in every segment of battle. It’s a good step to make their company bigger but Google should also maintained their lead position in search engine sector by innovation and technology.
2. Apple, Amazon, and Facebook has their own leading sector. As google keep continue acquistion to take share on rivals 3 markets, they should find strategy to fight google rivality.
3. Marketing firms court the favors of social-commerce platforms.
4. Self-sufficient marketing systems of online merchants like amazon let other merchants by pass the tolls will help their grow.
Thank You...
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