Google Innovation - DNA09

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Information about Google Innovation - DNA09
Business & Mgmt

Published on June 26, 2009

Author: digitalnowaustralia



A presentation given by Justin Baird, from Google, at Digital Now Australia (DNA09).

A Consumer Engagement Framework

Placing the interests of the user first, Google has focused on creating the best user experience possible across its consumer products and advertising solutions.

Their understanding of the consumer journey has evolved significantly over the past ten years, and this has led to deeper insights into identifying the changing needs and wants of the online consumer.

Justin presents a Consumer Engagement Framework (CEF) which explores five stages that underpin how a marketer can effectively engage with this new consumer.

Consumer Engagement Framework Justin Baird Innovation Evangelist

Consumers are making connections In-Store Outdoor Display Print TV Radio

Technology creates new ways for consumers to connect 5,300,441 views Content



Consumers engage and drive online content...

Facebook Image



YouTube - summer heights

Queen image in London and talking head

Engagement Framework Create Promote Scale Engage Nurture

Engagement Framework Listen Engage Evolve Nurture

Promote Nurture Create Scale Engage


Promote Lions for lambs

Scale Nike Human Race


Engage, video showing concept

Engage, video showing concept

Engage, video showing concept

Nurture Map of the queen



Nurture Breaking down the international barriers of language

Promote Nurture Create Scale Engage

Consumer Connections Online Gateway Offline Outdoor Website Search Display Brand Video TV Channels QR Code Blogs & Radio Content Social Word of Direct Email Mouth Mail Mobile Print

Internet Distribution Content Type Offline Online Video Audio News Search Classifieds

“We’re less than 5 years away from fully individualised drag and drop TV and radio stations” - Mark Thompson

Use search to gain insight into your market  Consumers are making connections online with content, communities and product

Use digital to interact and learn from your online community  Communicate, listen, and evolve your brand, service, product, and/or messaging based upon direct feedback from your consumers

Use search to complete the customer journey  Search provides a vital connection between your offline and online media

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