BMA Chicago: Mobile Changes Everything
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BMA Chicago: Mobile Changes Everything Presentation Transcript

  • 1. Kay Webster, Mobile Product & Solutions Specialist September 12, 2013 Google Confidential and Proprietary 1
  • 2. Google Confidential and Proprietary 2
  • 3. Google Confidential and Proprietary 3
  • 4. 1 1 327 billion second 97% million Google Confidential and Proprietary 4
  • 5. Project Chauffeur Google Fiber Project Loon Google Confidential and Proprietary 5
  • 6. Google’s Mobile Principles •  User Context vs. Device •  Tailored Messaging for User Context •  One Media Buy, All Devices •  Anticipate Consumers Needs before they Ask Google Confidential and Proprietary 6
  • 7. We're On The Internet Twice As Much As We Were Just Three Years Ago Google Confidential and Proprietary 7
  • 8. We connect at any time, from anywhere, using a variety of devices Google Confidential and Proprietary 8
  • 9. Our behavior adapts to our situation… as do our expectations Google Confidential and Proprietary 9
  • 10. There's a lot for marketers to consider... Devices are evolving quickly People are constantly switching between devices This presents new ways to measure advertising effectiveness. Google Confidential and Proprietary 10
  • 11. The time is now. Executives are highly mobilized – it’s up to B2B services and vendors to meet this opportunity. Google Confidential and Proprietary 11
  • 12. WHY MOBILE Google Confidential and Proprietary 12
  • 13. INTRODUCTION 01 02 WIN MOMENTS THAT MATTER How does mobile change my value proposition? 03 MAKE BETTER DECISIONS Is our organization adapting to mobile? 04 GO BIGGER, FASTER How should our marketing adapt to mobile? 05 GO BIGGER, FASTER How can we measure the full value of mobile? WIN MOMENTS THAT MATTER How does mobile impact our digital destinations? CONCLUSION Google Confidential and Proprietary 13
  • 14. Win moments that matter 01 How does mobile change our value proposition? Google Confidential and Proprietary 14
  • 15. Serving the Mobile Customer Google Confidential and Proprietary 15
  • 16. INTUIT Consumers can file taxes from their smartphones Google Confidential and Proprietary 16
  • 17. PRICELINE 82% booked rooms less than a day before their arrival Source: Priceline app data Google Confidential and Proprietary 17
  • 18. Confirmation from FedEx Email/Online Label FEDEX Consumers can create mobile shipping labels Hello Jonathan, Thank you for shipping with FedEx©. Please scroll down to review the shipment information below. If it is correct you can create your shipping label by: Visit a FedEx Office by August 25, 2011 with your package, and this email either printed or displayed on your mobile device. A FedEx team member will scan the barcode displayed below, print your label and accept your package for shipping. If you cannot view the barcode, a FedEx team member will print a label with the information. Google Confidential and Proprietary 18
  • 19. Google Now Google Confidential and Proprietary 19
  • 20. Win moments that matter 02 How does mobile impact our digital destinations? Google Confidential and Proprietary 20
  • 21. Mobile-optimized Websites Google Confidential and Proprietary 21
  • 22. How does your site appear to MOBILE USERS? Source: Compuware study, 2011, eMarketer B2B study, Jan 2012 57% won’t recommend business with poorly designed mobile site 40% have turned to a competitor after a bad mobile experience Google Confidential and Proprietary 22
  • 23. Adaptive B2B vendors are rewarded 66% say a mobile-friendly site makes them more likely to reach out to a vendor 3 out of 4 executives say a bad mobile experience makes them less likely to engage with a vendor 61% of executives will visit a competitor’s site instead 63% expect a functionally rich experience similar to what they experience on PCs Source: The Connected Executive: Mobilizing the Path to Purchase, published by Forbes Insights in association with Google, 2013 Google Confidential and Proprietary Image source: Nick Holroyd, The Noun Project 23
  • 24. Mobile optimized site examples Accenture IBM SAP Google Confidential and Proprietary 24
  • 25. 1-800-FLOWERS Optimized mobile site to increase conversions BEFORE AFTER Google Confidential and Proprietary 25
  • 26. Google Confidential and Proprietary 26
  • 27. Branded Mobile Apps Google Confidential and Proprietary 27
  • 28. 91% of Interbrand’s 2011 Best Global Brands have presence in at least one of the major app stores Source: Interbrand’s Best Global Brands, 2011 Google Confidential and Proprietary 28
  • 29. 1 Offer users entertainment, utility, or both. 2 Design your apps for the largest mobile platforms. 3 Promote your app. Google Confidential and Proprietary 29
  • 30. Google Confidential and Proprietary 30
  • 31. GRAINGER Customers can quickly complete orders and use voice search to look up products Google Confidential and Proprietary 31
  • 32. HP Print from your phone Google Confidential and Proprietary 32
  • 33. Make better decisions 03 Is our organization adapting to mobile? Google Confidential and Proprietary 33
  • 34. Mobile CHAMPION Google Confidential and Proprietary 34
  • 35. Questions you should be asking your organization 1 Is mobile a key metric in your management dashboard? 2 How often do you review your mobile stats, and who reviews them? 3 Who knows what % of traffic & search queries come from mobile? 4 Who’s watching traffic trends, people’s actions on your mobile site, mobile’s inclusion in product launches and campaigns? 5 Which decisions would change if key business owners were given timely mobile data? 6 Who’s monitoring your competition’s investment in mobile? 7 Who’s developing consumer insights through focus groups & surveys? 8 Which agencies are you relying on to help you make mobile decisions? Google Confidential and Proprietary 35
  • 36. Go bigger, faster 04 How should our marketing adapt to mobile? Google Confidential and Proprietary 36
  • 37. Google Confidential and Proprietary 37
  • 38. Google Enhanced Campaigns Manage campaigns in less time Location is key More leads through calls Measure cross-device conversions More relevance, more conversions Google Confidential and Proprietary 38
  • 39. Lennox HVAC Systems lennox.com Lennox! LENNOX 90% lower CPA on mobile compared to desktop Google Confidential and Proprietary 39
  • 40. GRAINGER 28% higher CTR, 15% lower CPC with mobile app extensions Google Confidential and Proprietary 40
  • 41. Bid by Distance 1.2x store 5x 2x 10 miles 5 miles 1 mile Google Confidential and Proprietary 41
  • 42. Google Confidential and Proprietary 42
  • 43. Mobile for Brand Building Google Confidential and Proprietary 43
  • 44. $850k Revenue Candy Crush makes Daily 2+ Hours Time spent in Apps 75% of YouTube Mobile users use mobile as primary access Google Confidential and Proprietary 44
  • 45. Users are most likely to see a display ad on their mobile devices % OF USERS MAKING EYE CONTACT WITH ADS 91 % 3.8 sec 74% 50 % 0.5 sec 1.6 sec Smartphone users are most likely to see a display ad | Desktop users are least likely to see a display ad Smartphone users see display ads the longest | Desktop users see display ads the shortest Source: Eye Square Eye Tracking Study, 2012 Base: Respondents with contact to GDN (n=46 smartphone, n=42 tablet and n=42 computer) Percentage of Eye Contact = % of respondents who gazed at the ad. Google Confidential and Proprietary 45
  • 46. Leverage the unique features of mobile and tablet to create deeper connections with your users Has eyes and can see: Has ears and can listen: Camera Microphone Is locationenabled and knows where you are: Has a voice and can speak: Has skin and can feel: Speaker Touch screen GPS Google Confidential and Proprietary 46
  • 47. UPS mobile auto-play interactive video ads Interactive ads drive engagement and keep UPS top of mind Google Confidential and Proprietary 47
  • 48. Google Confidential and Proprietary 48
  • 49. Google Confidential and Proprietary 49
  • 50. Google Confidential and Proprietary 50
  • 51. Go bigger, faster 05 How do you measure the full value of mobile? Google Confidential and Proprietary 51
  • 52. The Full Value of Mobile Google Confidential and Proprietary 52
  • 53. New types of conversions App download & in-app purchases mCommerce In-store Call Cross-device Google Confidential and Proprietary 53
  • 54. Most advertisers frame mobile conversions too narrowly Google Confidential and Proprietary 54
  • 55. Best in Class mROI: adidas and iProspect The Goal Assign value to store locator clicks The Method 20% of people who click on the Store Locator go in store. 20% converted into an InStore sale. $80 Value Average Order $3.20 “Not only are we able to drive direct mobile revenue, but there’s an estimated in-store revenue associated as well with our mobile spend” — Chris Sinclair, Client Service Director at iProspect Earned for each Store Google Locator clicks Confidential and Proprietary 55
  • 56. Introducing the Full Value of Mobile Calculator Google Confidential and Proprietary 56
  • 57. Google Confidential and Proprietary 57
  • 58. FAIL FASTER Google Confidential and Proprietary 58
  • 59. Google Confidential and Proprietary 59
  • 60. Google Glass Google Confidential and Proprietary 60
  • 61. Conclusion Mobile represents a sociological shift with how users relate with both the digital and physical world Businesses that understand this will win Google Confidential and Proprietary 61
  • 62. www.themobileplaybook.com Available across all screens If you can, check out the site from your tablet device Google Confidential and Proprietary 62