• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Мобильные сервисы - революция или миф? Можно ли на этом зарабатывать? (Optimization 2013)
 

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

on

  • 757 views

Автор: Mariusz Gąsiewski, руководитель направления мобильных решений для бизнеса стран Центральной и Восточной ...

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

Statistics

Views

Total Views
757
Views on SlideShare
310
Embed Views
447

Actions

Likes
1
Downloads
0
Comments
0

5 Embeds 447

http://aweb.ua 418
http://cloud.feedly.com 26
http://127.0.0.1 1
http://www.inoreader.com 1
http://feedly.com 1

Accessibility

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

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

    • Mobile - revolution or marketing myth? Is it possible to make money on that? Mariusz Gąsiewski Kiev, 18.10.2013 Google Confidential and Proprietary
    • 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% Slovakia 46% Ukraine 14% Source: TNS Intratest 2013 Google Confidential and Proprietary 3
    • 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
    • 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 Confidential and Proprietary
    • 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 Confidential and Proprietary
    • 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 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
    • 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 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
    • 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 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
    • www.strona.pl/adwords/
    • Online + offline 1 unique ID Customer recognition 2 3 Mariusz Gasiewski MG10010 + ID matching Google Confidential and Proprietary 48
    • 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
    • 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...? Google Confidential and Proprietary 52
    • Thank you gasiewski@google.com www.ittechnology.us Google Confidential and Proprietary