Mobile - revolution or marketing myth?
Is it possible to make money on that?

Mariusz Gąsiewski
Kiev, 18.10.2013

Google C...
What about mobile?

Source: D. Van Duyne, J. Landay, J. Hong: The Design of Sites

Google Confidential and Proprietary

2
Smartphone usage
2013
Bulgaria

28%

Czech republic

42%

Hungary

34%

Lithuania

35%

Poland

35%

Romania

28%

Slovaki...
Smartphone usage
2012

2013

Bulgaria

n.a.

28%

Czech republic

17%

42%

Hungary

22%

34%

Lithuania

n.a.

35%

Polan...
Growth of smartphone’s queries in Ukraine

Source: Internal data
Google Confidential and Proprietary

5
PL
33%
„I would rather
give up TV than
my smartphone”

RO
28%
HU
29%
UA
52%
Source: Our mobile planet 2013
Who does your client want to target?

W 25-44

Source: TGI, MillwardBrown SMG/KRC, july - december 2012
Google Confidentia...
Monthly income > 750 EUR

Source: TGI, MillwardBrown SMG/KRC, july - december 2012
Google Confidential and Proprietary
Did you have trip by airplane during last 12 months?

Source: TGI, MillwardBrown SMG/KRC, july - december 2012
Google Conf...
Google Confidential and Proprietary

10
there are not many
clicks from mobile
Clicks in search - example

Google Confidential and Proprietary

12
Clicks in search - example

5,35%
6,42%

2,34%
2,02%

4,19%
1,53%
1,15%
Google Confidential and Proprietary

13
Clicks in search - example

Google Confidential and Proprietary

14
The winner takes it all

7,27%
4,11%

0,41%
0,29%
0,35%

Google Confidential and Proprietary

15
The winner takes all

Google Confidential and Proprietary

16
Remember

Google Confidential and Proprietary

17
Increase visibility of ad

Google Confidential and Proprietary

18
Google Confidential and Proprietary
Google Confidential and Proprietary

19
Ad text adjusted for user’s context
Google Confidential and Proprietary

21
Position in mobile is evan more important than in
desktop

Google Confidential and Proprietary

22
AdWords optimization?

Google Confidential and Proprietary

23
AdWords optimization?

Google Confidential and Proprietary

24
Optimization for location

Google Confidential and Proprietary

25
Click to call
Online to store via mobile click to call:
Starwood Hotels

Goals

• Allow potential guests to bypass lengthy
forms

Result...
Google Confidential and Proprietary

28
Poor mobile website?

Google Confidential and Proprietary

29
Mobile website
5%
4%

13%
10%

Google Confidential and Proprietary

31
Form optimization
Form optimization
Cloze Test

Google Confidential and Proprietary

35
2-5 seconds maximum!
-42%
Google Confidential and Proprietary
Przy uruchomieniu pierwszej odsłony aplikacji głównym
założeniem było sprawdzenie, w jaki sposób grupa docelowa
wykorzystu...
Which content is most important?
Fast way to find problems
Google Confidential and Proprietary

43
Reasearched via smartphone...

Source: Our mobile planet 2013
Google Confidential and Proprietary

44
Call tracking in mobile

Google Confidential and Proprietary

45
Coupons

Approach
• Offered $5 discount for customers
signing up from mobile devices

As a special mobile-only offer, sign ...
www.strona.pl/adwords/
Online + offline

1

unique ID

Customer recognition

2

3

Mariusz Gasiewski
MG10010

+

ID matching

Google Confidential...
App download

2 EUR

New „visits” versus
returning

1:5

Total number of
„visits”

6

Cost of visit

0,3 EUR

Time spent i...
How to eat an elephant?
Deliver value not campaigns
Mobile is not only about
engagement
Learn to use data
Knowledge is money
To do or not to do......
Thank you
gasiewski@google.com
www.ittechnology.us

Google Confidential and Proprietary
Мобильные сервисы - революция или миф? Можно ли на этом зарабатывать? (Optimization 2013)
Мобильные сервисы - революция или миф? Можно ли на этом зарабатывать? (Optimization 2013)
Мобильные сервисы - революция или миф? Можно ли на этом зарабатывать? (Optimization 2013)
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Мобильные сервисы - революция или миф? Можно ли на этом зарабатывать? (Optimization 2013)

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Автор: Mariusz Gąsiewski, руководитель направления мобильных решений для бизнеса стран Центральной и Восточной Европы Google Eastern (Польша, Варшава)

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Мобильные сервисы - революция или миф? Можно ли на этом зарабатывать? (Optimization 2013)

  1. 1. Mobile - revolution or marketing myth? Is it possible to make money on that? Mariusz Gąsiewski Kiev, 18.10.2013 Google Confidential and Proprietary
  2. 2. What about mobile? Source: D. Van Duyne, J. Landay, J. Hong: The Design of Sites Google Confidential and Proprietary 2
  3. 3. Smartphone usage 2013 Bulgaria 28% Czech republic 42% Hungary 34% Lithuania 35% Poland 35% Romania 28% Slovakia 46% Ukraine 14% Source: TNS Intratest 2013 Google Confidential and Proprietary 3
  4. 4. Smartphone usage 2012 2013 Bulgaria n.a. 28% Czech republic 17% 42% Hungary 22% 34% Lithuania n.a. 35% Poland 15% 35% Romania 12% 28% Slovakia 14% 46% Ukraine 7% 14% Source: TNS Intratest 2013 Google Confidential and Proprietary 4
  5. 5. Growth of smartphone’s queries in Ukraine Source: Internal data Google Confidential and Proprietary 5
  6. 6. PL 33% „I would rather give up TV than my smartphone” RO 28% HU 29% UA 52% Source: Our mobile planet 2013
  7. 7. Who does your client want to target? W 25-44 Source: TGI, MillwardBrown SMG/KRC, july - december 2012 Google Confidential and Proprietary
  8. 8. Monthly income > 750 EUR Source: TGI, MillwardBrown SMG/KRC, july - december 2012 Google Confidential and Proprietary
  9. 9. Did you have trip by airplane during last 12 months? Source: TGI, MillwardBrown SMG/KRC, july - december 2012 Google Confidential and Proprietary
  10. 10. Google Confidential and Proprietary 10
  11. 11. there are not many clicks from mobile
  12. 12. Clicks in search - example Google Confidential and Proprietary 12
  13. 13. Clicks in search - example 5,35% 6,42% 2,34% 2,02% 4,19% 1,53% 1,15% Google Confidential and Proprietary 13
  14. 14. Clicks in search - example Google Confidential and Proprietary 14
  15. 15. The winner takes it all 7,27% 4,11% 0,41% 0,29% 0,35% Google Confidential and Proprietary 15
  16. 16. The winner takes all Google Confidential and Proprietary 16
  17. 17. Remember Google Confidential and Proprietary 17
  18. 18. Increase visibility of ad Google Confidential and Proprietary 18
  19. 19. Google Confidential and Proprietary Google Confidential and Proprietary 19
  20. 20. Ad text adjusted for user’s context
  21. 21. Google Confidential and Proprietary 21
  22. 22. Position in mobile is evan more important than in desktop Google Confidential and Proprietary 22
  23. 23. AdWords optimization? Google Confidential and Proprietary 23
  24. 24. AdWords optimization? Google Confidential and Proprietary 24
  25. 25. Optimization for location Google Confidential and Proprietary 25
  26. 26. Click to call
  27. 27. Online to store via mobile click to call: Starwood Hotels Goals • Allow potential guests to bypass lengthy forms Results • 200% increase in mobile traffic • 20x increase in mobile paid search ROI • 20% month to month mobile booking growth Google Confidential and Proprietary 27
  28. 28. Google Confidential and Proprietary 28
  29. 29. Poor mobile website? Google Confidential and Proprietary 29
  30. 30. Mobile website
  31. 31. 5% 4% 13% 10% Google Confidential and Proprietary 31
  32. 32. Form optimization
  33. 33. Form optimization
  34. 34. Cloze Test Google Confidential and Proprietary 35
  35. 35. 2-5 seconds maximum!
  36. 36. -42%
  37. 37. Google Confidential and Proprietary
  38. 38. Przy uruchomieniu pierwszej odsłony aplikacji głównym założeniem było sprawdzenie, w jaki sposób grupa docelowa wykorzystuje takie narzędzie. Przy budowie wersji 2.0 postawiliśmy sobie bardziej policzalne cele: osiągnięcie 200 tysięcy pobrań, podniesienie średnich ocen aplikacji do poziomu 4.5/5. Google Confidential and Proprietary
  39. 39. Which content is most important?
  40. 40. Fast way to find problems
  41. 41. Google Confidential and Proprietary 43
  42. 42. Reasearched via smartphone... Source: Our mobile planet 2013 Google Confidential and Proprietary 44
  43. 43. Call tracking in mobile Google Confidential and Proprietary 45
  44. 44. Coupons Approach • Offered $5 discount for customers signing up from mobile devices As a special mobile-only offer, sign up now to receive your certificate for only $24.95 (normally $29.95) Results • 12% of total sales from mobile devices • $5-off coupon increased sales initiated from mobile by 35% Google Confidential and Proprietary 46
  45. 45. www.strona.pl/adwords/
  46. 46. Online + offline 1 unique ID Customer recognition 2 3 Mariusz Gasiewski MG10010 + ID matching Google Confidential and Proprietary 48
  47. 47. App download 2 EUR New „visits” versus returning 1:5 Total number of „visits” 6 Cost of visit 0,3 EUR Time spent in app 17 min
  48. 48. How to eat an elephant?
  49. 49. Deliver value not campaigns Mobile is not only about engagement Learn to use data Knowledge is money To do or not to do...? Google Confidential and Proprietary 52
  50. 50. Thank you gasiewski@google.com www.ittechnology.us Google Confidential and Proprietary
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