eMarketing Trends|Verbal Acrobatics & Graphic Gymnastics

Well, this is a surprise. I just stumbled onto an article while browsing IOL last night – Google SA head quits

The article states that Google, on Monday, confirmed Stafford’s resignation as the head of Google’s South African operations and that the search for a replacement is on. The main reasons for his departure is to spend time with his family.

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It’s a chilly morning in September and some might be fooled in believing it’s an ordinary day but those in the know will tell you that today has the possibility to go down as one of the ‘light bulb’ moments in the Advertising/Marketing/Corporate industry in South Africa. For those of you who don’t know what I am talking about today is the start of Tony Koenderman’s “Cracking the Digital Code”, a digital conference to help demystify the online world.

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One of the unexpected consequences of the era of easy communication has been the emergence of websites like Facebook and YouTube dedicated to nothing more than gossip, staying in touch and trivia. But isn’t that what everyday life has always been about? South Africans have embraced the new media with overwhelming enthusiasm.

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Even though we live in a fast paced and virtual world we are still very limited in our way of thinking in order to retrieve and obtain information. I just had the pleasure of attending a presentation by Stafford Masie from Google South Africa at the Lowe Bull Group office in Johannesburg. I was not the only one, but all of us were equally blown away by what Google actually has to offers its users, Advertisers and individuals in the Media world.

I have to mention that longtail previously invited Stafford to speak on Google’s involvement in South Africa at the Johannesburg Stock Exchange which I was not able to attend, so the following are my impressions taken from his latest presentation. This is in the particular order of randomness.

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During the presentation by Stafford Masie, longtail had the chance to take some pictures of the event and luckily the power outage that seemed to be determined to stop Stafford from presenting, did not succeed – all thanks to the JSE’s backup power.

So, from a more darker than usual room, Petre managed to get some good snapshots.

Ingrid Rubin introduces Stafford Masie who came to talk to us about Google bringing Maps, Gadget Ads, Youtube Channels and low-cost broadband solutions to South Africa

Stafford Masie with longtail team members Nic, Japie and Ingrid after the presentation

Stafford Masie with longtail team member Melt du Plooy after the presentaion.

More images were taken and you can view them all at our longtail eMarketing account at Flickr.

longtail eMarketing was able to get Stafford Masie, recently appointed as South Africa’s Country Manager for Google, to come and talk to a select few about new Google eMarketing offerings. The presentation, held at the Johannesburg Stock Exchange, was aimed at educating attendees about the latest trends happening at Google.

Most importantly, we needed to hear – from the horse’s mouth – what Stafford Masie had to say about the latest trends with regards to Google Maps, Google Gadget Ads, Google Mobile Search, YouTube and other Google features that will soon be available in South Africa.

As always it is difficult to make notes of everything being said, so here are the highlights from our notes taken from the presentation.

Stafford started off by giving a little history on Google and said that Google’s aim is to 1.) educate people about everything online and 2.) to assist wherever possible. So, as Google’s Country Manager, Masie and his team of experts want to bring the Global Google solutions to South Africa.

think maps.google.co.za
think youtube.co.za
think blogger.co.za
think faster, better broadband!

Yes! Google South Africa is involved in trying to improve broadband locally and promise that in 18 months time, South Africa will go from the most expensive (and slow) broadband to the cheapest and fastest broadband connections in the World. According to Masie, this is what he is most passionate and excited about, getting South Africa up to speed with the rest of the world when it comes to broadband connections. That got me excited and pretty much every person in the room, I am convinced about that!

Hopefully low broadband costs will account for up to, and over, 20% penetration of the South African population.

Before I get into more detail about the future local Google services, here are some statistical information that Stafford mentioned regarding Google stats for both South Africa and international:

• 13% of total internet traffic in South Africa during the 4th Quarter of 2007 was spent on YouTube
• A 708% growth was recorded in this quarter
• Gmail is the leading free email service
• 90% of people use Google as their preferred Search Engine

In light of the above, Stafford addressed marketers and digital agencies and mentioned two very important points:

1. End user generated content or end user content generation
• YouTube provides 8000 minutes of video which is published worldwide per minute
• 84% of all internet activity is about people publishing content
• The internet today is not about taking, it is all about giving, sharing and participating
• Everyone is encouraged to experiment and engage!
2. Moment of relevance
• Knowing when someone wants something at the right time and to present them with what they want
• Google is #1 in mobile internet share and “click to sms” to come via ads which will deliver targeted ads when asked for
• Above 60% CTR in online video ads, again with the end user in mind, served at the right time
• Refining Search Engine Result Pages with Google Co-op – giving the user more than what they asked for

Stafford stressed again that online should never be ignored and that both the above mentioned points are crucial for everyone, especially marketers and digital agencies.

Finally, and in very short time, Stafford highlighted the exciting things to come from Google in South Africa and also services that we can make use of:

• Google Maps will be the biggest thing happening in a very short time with the local maps.google.co.za – Exciting developments in Maps such as virtual billboards on street view level and updated map gadgets.
• Mobile search will soon allow click to SMS on inline ads
• As faster and cheaper broadband will be available in South Africa, more people will be online, greater target markets and audiences.
• Google co-op is a new service allowing for refined search within search results
• YouTube channels is a unique way of making use of user generated content when users are provided with a platform or medium
• Syndicated search should be utilized more

Ok, so in a nutshell, that highlights Stafford Masie’s presentation on Google South Africa. Feedback that longtail received from many attendees was that it was informative and eye-opening. People loved Stafford’s enthusiasm and vision to educate and help wherever possible.

Be sure that longtail endeavors to provide further updates to many of the above mentioned solutions and also future events, so keep on “watching this space”.

Late last year Google concreted its’ presence in South Africa; opening an office and appointing Stafford Masie as their Country Manager.
On Wednesday evening, at the JSE, Stafford delivered a presentation about the Google offering as well as the new applications and services that we can expect to see launched in South Africa later this year.
Some of these new applications include Google maps, geo-targeting, location based services and Google gadgets. These are all up-and-running in the rest of the world and are exciting new services to add to a Client’s eMarketing strategy.
So we all know that Google is a search engine, they provide you with such a vast amount of information so quickly by constantly caching all the content people are uploading to the internet.
They are constantly refining their algorithms to focus on 2 issues which are; ensuring the moment of relevance and end-user content generation. In other words… ensuring that you find exactly what you want, first time around by connecting users, advertisers and publishers
I don’t know anyone who hasn’t heard of YouTube, they are the 3rd largest Brand globally now and 8,000 videos are added every minute. So it is no surprise that this is where the Google Company is spending time enhancing and developing the offering. Stafford showed us some work that has been done on YouTube channels, skinning and customising the pages for Clients, this is a great platform for interactive communication. A couple of the examples he showed are New Zealand and Chrysler 300, go and check them out….