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Summarized by :
Dian Atika, Rafika Puar, Rery Indra Kusuma
Source:
Harvard Business School 9-513-060
Rev : December 12, 2013
Case Summary
Main Issue
Problem Statement
Analysis
Reccomendation
Lead on
online
advertising
Lead on
Social
Engagement
Lead on
online
retailing
Lead on put
standard of
device
interface
Retailing of
digital content
Digital
Television
Payment
system and
banking
Becomes Profitable!
Then came
1998
Google
launched
2000
Began to sell
text advertising
2012
Got $43 billion
Gross revenues
97% = advertising
2003
Introduced
Adsense
2007
Acquired
double click
2004
Set out to scan
and index
2006
Acquired
youtube
Keep growing...
http://cdn.churchm.ag/wpcontent/uploads/2011/08/apple-timeline-final.jpg
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.
USD 160
USD 140
USD 120
USD 100
USD 80
USD 60
USD 40
USD 20
USD 0
OFFLINE
DIRECT
MARKETING
ONLINE
Spending
$16.0 billion
$2.0 billion
$8.0 billion
$ 3.4 billion
$ 2.7 billion
$1.3 billion
$2.7 billion
$0.4 billion
1.
2.
3.
4.
Thank You...