Download Customer`s problems

Eric Schmidt - Assignment
Sara
Sharina
Jawaher
Dania
Noora
Why do you use your mobile phone?
• In the past mobile phones were only used to make phone calls. The mobile
phone technology has improved immensely the advancement in
technology today has allowed mobile phone users to text, play games, surf
the internet, use social media and so on. Yet the reason for using a mobile
phone remains the same; communication. My group members and I all
agree that whether we use our Smartphone’s for playing games, surfing
the internet or using social media it is all in the name of communication.
We also use our mobile phones for the convenience of it, having a
Smartphone allows us to check our emails frequently, receive social media
messages in real time, learn about important world news and simply be
more connected to the world around us.
Identify three types of mobile phone uses?
We believe that mobile phone users can be split into these three categories:
•
Professional users
Professional users are people who use their smart phones for professional reasons. For example, business
men use smart phones to send and receive emails and keep in touch with business related issues. Another
example of a professional user is students; students also send and receive emails that help them keep in
touch with other students and their professors.
•
Entertainment users
Entertainment users are individuals who use their Smartphone’s for entertainment purposes. These
purposes include: watching videos, participating in social media, playing games and web surfing.
•
Basic users
Basic users are individuals who use their phones for their original purposes; phone calls and texting. This
segment of mobile users is becoming smaller and is considered either late adopters or laagers.
Why is the scale and size of the market important for you
as a student?
•
More Job Opportunities:
With the growing market of online advertising and marketing the demand for people who work in
the field is increasing giving more job opportunities to those of us who are studying the field.
•
Better understanding of the industry:
We have grown up in the internet world and are involved with many social media cites. Thus, we
have a better understanding of new media platforms which in turn gives us an advantage in the
industry.
•
More effective communication with consumers:
Being advertising students we strive for effective interactive communication with consumers.
Online advertising seems to be the most effective way to target consumers. Online advertising
allows us to customize and personalize messages to better target our consumers. Also, one of the
most important factors of online advertising and marketing is feedback. Feedback allows us to
better evaluate our ads and get a better understanding of our consumers.
What is the value for customer?
• Google is Consumer driven company that gives their
customers the “Power of control”. “Power of control” refers
to the power to view ads, give feedback and share
opinions. With the knowledge that online display
advertising is growing faster than traditional forms of
media; advertising is now focusing on a two way
communication method rather than a one way
communication method giving the consumer more control
over the ads they are exposed to.
What is the secret of Google’s approach?
Google’s secret is solving three problems: customer’s problems, advertiser’s
problems, and publisher’s problems.
•
Customer’s problems:
The customer’s problems are mainly about what products they should purchase. Google
helps solve this problem by placing the advertisements in the correct place to best reach the
•
target audience.
Advertiser’s problems:
The advertiser’s problems mainly include whether the ad is viewed and if it’s making them
profit. Google helps solve this problem by having helping place the ads in the correct place
•
and only making the agency pay for the ad if it receives attention from the consumers.
Publisher’s problems:
Publishers have the problem of lack of profit; Google is solving this problem by having
consumers pay for platforms that have publisher content.
What is Double Click?
• DoubleClick is a subsidiary of Google that develops and provides Internet
ad serving services. It offers technology products and services that are
sold primarily to advertising agencies and media companies to allow
clients to traffic, target, deliver, and report on their interactive advertising
campaigns. Its clients include agencies, marketers (Universal McCann
Interactive, AKQA etc.) and publishers who serve customers like Microsoft,
General Motors, Coca-Cola, Motorola, L’Oreal, Palm, Inc., Visa USA, Nike,
Carlsberg among others. “DoubleClick is the ad management and ad
serving technology foundation for the world's buyers, creators and sellers
of digital media.” (DoubleClick, 2011)
Can you please operationalise the term change
in Schmid’s talk?
What does Schmidt mean when he said “the
market decides”
• Schmidt meant whatever your users are
getting that’s what you want.
What is the key insight?
• Must be able to come up with a nab of how to
approach an advertising, which will need
measurability, reach, and publisher solution
where you can do the testing and see the
publisher and try something else to become
experts. This is the new online advertising model
which is a real time world.
How can we approach advertising?
• Measurability and Reach is the platform.
What is the publisher’s solution?
• To do the testing and measurement as well as
try innovative ideas. They become experts
because of the number of trials.
Identify the characteristics of the new
online advertising model?
• Ad exchange: real time data leads to a multiplier with more accurate
data faster than ever before.
• Cross platform campaigns: using invite media, demand slide platform,
input campaign information in the computer which then comes up
with desktop, mobile and tablet adaptations and automatically finds
their growth rates.
• Measurability and reach for cross side platforms, needs publisher
solutions (do the testing and iteration, trial and error, publishers
become better experts at the systems than advertisers, results every
hour)
Can you please capture the vision of the future
of information in one key word?
• Equality
What do you think about the key term?
• He word equality basically sums up the vision of the future
according to Dr. Eric Schmidt. In the past, information was
only available to those who can afford it while others could
not have access. Dr. Schmidt believes that in the future
everyone in the world will be able to access the same
information and this will help determine the interests of
people in other regions. It is estimated that in the next few
years between 1 and 2 billion people who did not have
access in the past will be able to access the information.
Thank you!