Jon Kaplan, Head of Financial Services at Google spoke about leveraging Google for marketing purposes.  Some key points from his talk:

• Online /offline doesn’t matter to them – its all marketing and how it ties together across channels
• several examples, all Japanese, provide clues to the future

• bill boards, with QR code, that can be read by a phone, to receive offers
• location advertising to your cell phone, based on where you are physically, what merchants are in the same place, and presented on your cell phone

Google trends to help sort out the clutter

• frequency of search terms, and relation to news and events
• described by region, and language

• eg. “Tide to go” jumped 2000% after being featured on the Apprentice show

He mentioned a few best practices for online advertising.

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