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Retailers' Guide to Context Marketing in the EVERYWHERE GOOGLE AGE

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Presented at Future Thinking in Digital Marketing Meetup - September 1st 2014 - So we all thought Google+ was the be all, end all and Google's answer to web identity…well we were dead wrong! …

Presented at Future Thinking in Digital Marketing Meetup - September 1st 2014 - So we all thought Google+ was the be all, end all and Google's answer to web identity…well we were dead wrong!
Google has been hatching a much bigger plan in its back burner, that has been discounted by the Search Marketing Community…it's mobile device OS, Android.

More in: Marketing , Retail
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  • 1. A RETAILER’S GUIDE TO CONTEXT MARKETING IN THE EVERYWHERE GOOGLE AGE
  • 2. Kunle Campbell eCommerce Marketing Consulting Focus on mid-tier online retailers Speaker Trainer Writer / Columnist About to be…Podcaster Runner and coffee lover… @KunleTCampbell
  • 3. @KunleTCampbell p.s. enjoy this life, people Google+ Authorship WAS THE PASSING SEO FAD OF 2014
  • 4. Google+ was meant to be an identity service Remember their controversial real-name policy? @KunleTCampbell http://bit.ly/eric-privacy Google claims Google+ has 1.15bn users, with 300 MILLION ACTIVE “Stream” USERS
  • 5. …Google has been hatching a much bigger plan in its back burner, that has been discounted by the Search Marketing Community… @KunleTCampbell Its Android Device Ecosystem
  • 6. @KunleTCampbell Android has 79% smartphone market share Google now has over 1 BILLION ACTIVE ANDROID USERS
  • 7. Mobile Devices now account for 55% of Internet Traffic in U.S. Has now Overtaken Desktop @KunleTCampbell
  • 8. @KunleTCampbell Caveat: Search based traffic from desktop Google search represented 18% of traffic, and Google mobile search was just 12% http://bit.ly/shopify-mobile-report
  • 9. Apps are winning and the web is losing @KunleTCampbell h#p://bit.ly/apps-­‐winning
  • 10. Apps are winning and the web is losing @KunleTCampbell h#p://bit.ly/apps-­‐winning
  • 11. Mobile Devices now account for 55% of Internet Traffic in U.S. Android has 79% market share @KunleTCampbell GOOGLE’S MOBILE AD DIVISION is it’s 2ND Largest Accounting For 29% Revenue Desktop Revenue: 35% Video Ads: 8%
  • 12. Mobile is about to get even @KunleTCampbell BIGGER!
  • 13. Mobile OS extended to Android TV, Android Auto, Android Wear and Android Fit Android L @KunleTCampbell 13
  • 14. @KunleTCampbell 14
  • 15. @KunleTCampbell
  • 16. @KunleTCampbell
  • 17. @KunleTCampbell Android L Platform
  • 18. Voice Search is set to be huge @KunleTCampbell Conversa*on Search – ‘talking to your device’
  • 19. Ubiquitous Google Phones, Cars, @KunleTCampbell Wrist Watch, Glass, TV and more…
  • 20. Ubiquitous Google Consumer Data Goldmine Device information including phone #s Data logs & Phone Call log information GPS Location information App installs and uninstalls Your name from Google Play Cookies @KunleTCampbell & anonymous identifiers = Google / Gmail account http://bit.ly/data-android-collects
  • 21. @KunleTCampbell
  • 22. How should Retail prepare? @KunleTCampbell
  • 23. Forget 2nd Screen … Mobile is the 1st Screen Conversion rates still pretty dismal at < 1% but the focus should be on cross-platform customer journeys (attribution modelling) @KunleTCampbell
  • 24. Contextual data points Location data is important Information is presented to 5 you based on your situation, circumstances and individual needs and preferences. @KunleTCampbell 1. Mobile, 2. Social Media 3. Data, 4. Sensors 5. Location-based Technology 5 converging forces
  • 25. @KunleTCampbell What was Hummingbird all about? “…Algo rewrite…for conversational search from: mobile devices and wearable tech i.e. android wear, google glass
  • 26. Here’s How Google Attempts to Understand the User Data from Query logs Queries and query refinements with a query session @KunleTCampbell ‘Layers of Context’ in a Query Search Entity information – Knowledge Graph has 570 million objects with data on 20 billion+ relationships Clicks and CTR history on SERPs Co-occurrences of words within queries and query sessions Location and device cues Was the search via Voice or typed in? ?
  • 27. @KunleTCampbell Google Shopping has Local Contextual Beacon Technology Integration Digi*zing the physical space of the store …expect to see deeper integration with online shopping catalogs and reviews coming in-store direct to shopper’s mobile devices http://bit.ly/gamestop-beacon
  • 28. @KunleTCampbell Beacon Technology Digi*zing the physical space of the store …expect to see deeper integration with online shopping catalogs and reviews coming in-store direct to shopper’s mobile devices http://bit.ly/gamestop-beacon
  • 29. Android App Indexing Connect pages from your website with specific content within your smartphone app that are shown on search results @KunleTCampbell Invest in Dedicated Apps Read: Making Your App Content Searchable by Google: h#p://bit.ly/indexable-­‐apps
  • 30. @KunleTCampbell Universal Analy*cs Enable User-­‐ID Tracking for Cross Device Repor*ng
  • 31. Optimise for Conversational Search @KunleTCampbell …and to answer questions Content should be structure driven
  • 32. Subject Object ENTITY VALUE @KunleTCampbell En*ty Op*misa*on En**es: graph of people, places or things Predicate Property TRIPLES MAKING CONNECTIONS
  • 33. @KunleTCampbell En*ty Op*misa*on En**es: graph of people, places or things CORE REFERENCE POINT FREEBASE DATABASE
  • 34. @KunleTCampbell En*ty Op*misa*on En**es: graph of people, places or things CORE REFERENCE POINT FREEBASE DATABASE
  • 35. Remember the 5 Converging Forces? 1 2 3 4 5 mobile Apps Android app indexing @KunleTCampbell social data sensors location Google+ Open Graph Big Data Freebase / Wikipedia Marked up content with Triples - Schema.org Google My Business Address Mark-up Beacon Tech Wearable tech Google fit
  • 36. @KunleTCampbell Contact Me to chat more… about eCommerce Marketing email: kc@2xmedia.co twitter: @KunleTCampbell web: www.2xmedia.co
  • 37. Image Credits Slide #4 -­‐ Eric Schmidt h#ps://www.flickr.com/photos/leweb3/6471632781/sizes/l Slide #5 -­‐ Android h#ps://www.flickr.com/photos/saadirfan/5168981298/sizes/l Slide #6 -­‐ Android Device System h#p://opensignal.com/assets/pdf/reports/2014_08_fragmentaOon_report.pdf Slide #7 -­‐ Traffic h#ps://www.flickr.com/photos/by_invisiblekid/2576720788/sizes/l Slide #11 -­‐ Phone h#ps://www.flickr.com/photos/by_invisiblekid/2576720788/sizes/l Slide #12 -­‐ Explosion h#ps://www.flickr.com/photos/-­‐cavin-­‐/2313239884/sizes/l Slide #20 -­‐ Ubiquitous Google h#ps://www.flickr.com/photos/gertcha/6822644951/sizes/l/ Slide #22 -­‐ Shopping Mall h#ps://www.flickr.com/photos/marOnrp/3174937547/sizes/l Slide #28 -­‐ Beacon h#ps://www.flickr.com/photos/jnxyz/13570805343/sizes/l @KunleTCampbell