Your SlideShare is downloading. ×
0
A RETAILER’S GUIDE TO 
CONTEXT MARKETING 
IN THE EVERYWHERE 
GOOGLE AGE
Kunle Campbell 
eCommerce Marketing Consulting 
Focus on mid-tier online retailers 
Speaker 
Trainer 
Writer / Columnist 
...
@KunleTCampbell 
p.s. enjoy this life, people 
Google+ Authorship 
WAS THE PASSING SEO FAD OF 2014
Google+ was meant to be an identity service 
Remember their controversial real-name policy? 
@KunleTCampbell 
http://bit.l...
…Google has been hatching a much bigger plan 
in its back burner, that has been discounted by 
the Search Marketing Commun...
@KunleTCampbell 
Android has 79% smartphone market share 
Google now has over 
1 BILLION ACTIVE 
ANDROID USERS
Mobile Devices now account for 
55% of Internet Traffic in U.S. 
Has now Overtaken Desktop 
@KunleTCampbell
@KunleTCampbell 
Caveat: 
Search based 
traffic from 
desktop Google 
search 
represented 18% 
of traffic, and 
Google mob...
Apps are winning and the web is losing 
@KunleTCampbell 
h#p://bit.ly/apps-­‐winning
Apps are winning and the web is losing 
@KunleTCampbell 
h#p://bit.ly/apps-­‐winning
Mobile Devices now account for 
55% of Internet Traffic in U.S. 
Android has 79% market share 
@KunleTCampbell 
GOOGLE’S M...
Mobile is about to get even 
@KunleTCampbell 
BIGGER!
Mobile OS extended to Android TV, Android 
Auto, Android Wear and Android Fit Android L 
@KunleTCampbell 
13
@KunleTCampbell 
14
@KunleTCampbell
@KunleTCampbell
@KunleTCampbell Android L Platform
Voice Search is set to be huge 
@KunleTCampbell 
Conversa*on 
Search 
– 
‘talking 
to 
your 
device’
Ubiquitous Google 
Phones, 
Cars, 
@KunleTCampbell 
Wrist 
Watch, 
Glass, 
TV 
and 
more…
Ubiquitous Google 
Consumer 
Data 
Goldmine 
Device information including phone #s 
Data logs & Phone Call log information...
@KunleTCampbell
How should Retail 
prepare? 
@KunleTCampbell
Forget 2nd Screen … 
Mobile is the 1st Screen 
Conversion rates still pretty 
dismal at < 1% but the focus 
should be on c...
Contextual data points 
Location data is important 
Information is presented to 5 
you based on your 
situation, 
circumst...
@KunleTCampbell 
What was 
Hummingbird all 
about? 
“…Algo rewrite…for 
conversational search from: 
mobile devices and 
w...
Here’s How Google Attempts to Understand the 
User Data from Query logs 
Queries and query refinements with a 
query sessi...
@KunleTCampbell 
Google Shopping has Local 
Contextual Beacon 
Technology 
Integration 
Digi*zing 
the 
physical 
space 
o...
@KunleTCampbell 
Beacon 
Technology 
Digi*zing 
the 
physical 
space 
of 
the 
store 
…expect to see deeper integration 
w...
Android 
App 
Indexing 
Connect pages from your website with 
specific content within your smartphone 
app that are shown ...
@KunleTCampbell 
Universal 
Analy*cs 
Enable 
User-­‐ID 
Tracking 
for 
Cross 
Device 
Repor*ng
Optimise for Conversational Search 
@KunleTCampbell 
…and to answer questions 
Content should be structure driven
Subject Object 
ENTITY VALUE 
@KunleTCampbell 
En*ty 
Op*misa*on 
En**es: 
graph 
of 
people, 
places 
or 
things 
Predica...
@KunleTCampbell 
En*ty 
Op*misa*on 
En**es: 
graph 
of 
people, 
places 
or 
things 
CORE REFERENCE POINT 
FREEBASE DATABA...
@KunleTCampbell 
En*ty 
Op*misa*on 
En**es: 
graph 
of 
people, 
places 
or 
things 
CORE REFERENCE POINT 
FREEBASE DATABA...
Remember the 5 Converging Forces? 
1 2 3 4 5 
mobile 
Apps 
Android app indexing 
@KunleTCampbell 
social data sensors loc...
@KunleTCampbell 
Contact Me 
to chat more… 
about 
eCommerce 
Marketing 
email: kc@2xmedia.co 
twitter: @KunleTCampbell 
w...
Image Credits 
Slide 
#4 
-­‐ 
Eric 
Schmidt 
h#ps://www.flickr.com/photos/leweb3/6471632781/sizes/l 
Slide 
#5 
-­‐ 
Andr...
Upcoming SlideShare
Loading in...5
×

Retailers' Guide to Context Marketing in the EVERYWHERE GOOGLE AGE

3,672

Published on

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.

Published in: Marketing, Retail

Transcript of "Retailers' Guide to Context Marketing in the EVERYWHERE GOOGLE AGE"

  1. 1. A RETAILER’S GUIDE TO CONTEXT MARKETING IN THE EVERYWHERE GOOGLE AGE
  2. 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. 3. @KunleTCampbell p.s. enjoy this life, people Google+ Authorship WAS THE PASSING SEO FAD OF 2014
  4. 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. 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. 6. @KunleTCampbell Android has 79% smartphone market share Google now has over 1 BILLION ACTIVE ANDROID USERS
  7. 7. Mobile Devices now account for 55% of Internet Traffic in U.S. Has now Overtaken Desktop @KunleTCampbell
  8. 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. 9. Apps are winning and the web is losing @KunleTCampbell h#p://bit.ly/apps-­‐winning
  10. 10. Apps are winning and the web is losing @KunleTCampbell h#p://bit.ly/apps-­‐winning
  11. 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. 12. Mobile is about to get even @KunleTCampbell BIGGER!
  13. 13. Mobile OS extended to Android TV, Android Auto, Android Wear and Android Fit Android L @KunleTCampbell 13
  14. 14. @KunleTCampbell 14
  15. 15. @KunleTCampbell
  16. 16. @KunleTCampbell
  17. 17. @KunleTCampbell Android L Platform
  18. 18. Voice Search is set to be huge @KunleTCampbell Conversa*on Search – ‘talking to your device’
  19. 19. Ubiquitous Google Phones, Cars, @KunleTCampbell Wrist Watch, Glass, TV and more…
  20. 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. 21. @KunleTCampbell
  22. 22. How should Retail prepare? @KunleTCampbell
  23. 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. 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. 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. 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. 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. 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. 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. 30. @KunleTCampbell Universal Analy*cs Enable User-­‐ID Tracking for Cross Device Repor*ng
  31. 31. Optimise for Conversational Search @KunleTCampbell …and to answer questions Content should be structure driven
  32. 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. 33. @KunleTCampbell En*ty Op*misa*on En**es: graph of people, places or things CORE REFERENCE POINT FREEBASE DATABASE
  34. 34. @KunleTCampbell En*ty Op*misa*on En**es: graph of people, places or things CORE REFERENCE POINT FREEBASE DATABASE
  35. 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. 36. @KunleTCampbell Contact Me to chat more… about eCommerce Marketing email: kc@2xmedia.co twitter: @KunleTCampbell web: www.2xmedia.co
  37. 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
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×