Aparajita Bahadur

Agency Relationship Manager -Google India

 Proprietary + Confidential

1966 2020
 Proprietary + Confidential

1970 2003
 Proprietary + Confidential

1962 2009
 INDIA
Digital is becoming now mainstream
My ~ 9 years at Google
from <100M users on Internet to >450M users

Jio Launch
Low cost
Smartphone
First 100M
s
users
 550M+ 400M+
Mobile Internet Users Smartphone Users
(MAU)

650M 550M
(2024) (2024)
Internet goes beyond India, Bharat Comes Online
 3V’s define the new internet user

270% YoY 300M+ 95%

growth in voice unique users on video consumption
searches in India YouTube per month in vernacular languages
Spanning Demographic & Socioeconomic Segments, These Viewers
Are:
Time to Re:Think Brand Building
Rising affluence & aspirations will lead to a spurt in consumption...
FMCG consumption growth
Rise of Elite + Affluent HHs
= 2X of GDP growth

Annual gross India households

HH income ($K) by income (M)

By 2025

GDP 2X
FMCG per
capita 4X

2016 2025

Source:Uniquely India, Kalaari Capital

...confluence of mega trends to benefit companies leveraging
digital innovation

Rising FMCG
spending/ capita

Data users

Millennial dominance

Source:Uniquely India, Kalaari Capital

 … leading to a change in the way new brands are built

Rise of Digital First Rush for direct to New million dollar

Brands consumer brands brands emerging faster

Source: Client case study Source: News reports Source: Drum Foods
Let’s Talk About Audiences

People born between 1981 to 2005

(as per 2011 Census)
 What does an online consumer’s purchase journey look like?
206
291 sec
124 10:54PM
sec
sec WIKIHOW.COM GOOGLE.CO.IN
WHATSAPP REALSIMPLE.COM 10:47PM Visited another site to find
10:42PM To find beauty tips on Searched “how to M.YOUTUBE.COM
“how to shrink pores”. FACEBOOK out about minimizing pore reduce pore size” Watched a YouTube 208
size sec
video
7/9/16
11:14PM
GOOGLE.CO.IN
Searched “best
products to reduce
pore size in India”
FLIPKART APP
Went into the
646
Flipkart app AMAZON.COM
sec 550 Read reviews
GOOGLE.CO.IN sec about “100% Natural
Searched 14 other 1:21AM 50 Blackhead Remover”
keywords about skin AMAZON.COM sec
care products Read reviews 9/9/16
106 about “Clarisonic 12:59AM
sec Sonic Cleansing GOOGLE.CO.IN
System” Continued with the
139 445 search term “best
VARIOUS WEBSITES sec sec products to reduce
Visited several websites STYLECRAZE.COM pore size in India”
on skin care products and
SKINCARE.ABOUT.COM GOOGLE.CO.IN 12:23AM
Read an article on “6 tips on Read an article on “best skin
reviews Searched “best products to
how to shrink your pores” tightening cream in India”
reduce size of pores”

Source: Ipsos Microments Study 2016; Mobile app installed onto respondent’s mobile phones to track research behaviour. N = 52
Artificial Intelligence & Machine Learning bring in scale

Intent

Context

Identity
Google has a holistic and non-invasive view of user behavior

Goes to child daycare

centre everyday
Buys diapers
monthly

Downloaded Cozi
app for moms

Watches parenting
vlogs or cartoons Frequents parenting
blogs weekly
Google’s audience solutions help you rediscover your audience,
and your definition of what a ‘sale’ is
How can I reach people
How can I reach people based How can I reach people making
based on their interests,
on facts about their life beyond purchase decisions relevant to
frequent behaviours and
age & gender? your clients’ brand?
habits?

AUDIENCE
TYPE
Detailed Demographics Interests & Habits Intent & Action
Affinity Life Events
Household Income
Parenting Stages · Marital Status · Custom Affinity In-market
Homeownership Status · Education ·
Consumer Patterns Custom Intent
Employment
Remarketing
Videos · Website · Similar Audiences

Customer Match
Email · Address · Phone · Similar Audiences

BEST SUITED
TO DELIVER Ad Recall & Brand Awareness

Consideration & Brand Favorability

Purchase Intent / Website Actions / Offline Action

Break!
The New Normal

What is India searching for?

How are Brands Responding?
The Sales Process @Google
 Ad Sales - Who are our customers/ clients?

Product & Service Companies: Brand Managers, CMOs, COOs, CEOs

Media & Creative Agencies: Media Planners, Strategy Teams, Client Leads, CEOs
What do we do for our clients?

Digitally Savvy Clients Not so Digitally Savvy Clients

● Ad Sales! ● Education
● Digital consults ● Consults on opportunity
● Insights, Trends Analysis of category ● Insights on changing ecosystem,
● Insights into Audiences, Ecosystem audience patterns
● Creative consults ● Ad Sales (hopefully!)

E.g. Unilever, Maruti Suzuki, CultFit, E.g. Havells, Dabur, Future Group, Amul
Samsung
Other Sales & Related Teams At Google

● Programmatic
● Product Specialists, Data and Insights
● YouTube Content Team
● Ad Approvals & Support Teams
● Ops, Finance, Billing & Collections
● Marketing (even we need to sell ourselves!)
Other Teams at Google

● Google Pay
● Google Cloud
● Google Maps
● Engineering for all these & more!
● Product Experts servicing International Markets
Let’s Discuss...
● What are the skill sets you need?
● What sales roles are there at Google?
● Is it all about Sales or is there something else?
Your Questions:
● How is tech sales different when compared to fmcg sales?
● How integrated are the tech and the sales unit in Google?
● What do people new to tech sales need to know before a job in the field?
● Amount of technical skills required for such roles
● How is B2B sales different from B2C? What is the role of a Tech consultant and
Pre-Sales executive in the B2B sales process?
● What is the difference between tech sales and FMCG sales and does it require a
different approach? Also, is the learning curve in tech sales similar to that of sales
in FMCG?
● How allied products can be cross sold and unsold in a service community.
● How can a non-CS person prepare him/herself for tech sales in google?
Thank You!
How allied products can be cross sold and unsold in a service community.
How can a non-CS person prepare him/herself for tech sales in google?
About Marketing. And about Google Analytics, How do they see their role in the next 20 years

What communication strategy is employed for closing sales?

In today's era, what new kinds of data can we make use of, to improve sales outcomes?
Does google also hire for Account Managers or other roles wrt their digital marketing side of business

How is service sales different from product in a tech company? How is the hierarchical structure of management?
What are the skill sets required to do well in sales in a tech company? Do we need to have in depth knowledge about the product?
What type of products or services are handled? How are sales recorded?
 Does this ring a bell?

Traditional business Process Driven Complex Organisations Digital as Media

They are ‘Old’
We grew up on these It’s difficult
Highly to move
process Decision making
Hierarchical is too
in nature, They
Digitalare not making
today is media
Companies
brands! product
oriented,metrics and
given factory layered, i often
works thru hear
partners the
not best use of adtech!
business
drive
mindsetadoption conflicting
e.g. agenciesgoals
 some ‘Fun’ Facts about Brand Business
they are very successful but very different from us

Traditional business Process Driven Complex Organisations Digital as Media

We grew up on these Highly process Hierarchical in nature, Digital today is media
brands! oriented, given factory works thru partners not business
mindset e.g. agencies