Kay Webster, Mobile Product & Solutions Specialist
September 12, 2013
Google Confidential and Proprietary

1
Google Confidential and Proprietary

2
Google Confidential and Proprietary

3
1
1
327

billion

second

97%

million
Google Confidential and Proprietary

4
Project Chauffeur

Google Fiber

Project Loon

Google Confidential and Proprietary

5
Google’s Mobile Principles
•  User Context vs. Device
•  Tailored Messaging for User Context
•  One Media Buy, All Devices...
We're On The Internet Twice As Much As We Were Just
Three Years Ago

Google Confidential and Proprietary

7
We connect at any time, from anywhere, using a
variety of devices

Google Confidential and Proprietary

8
Our behavior adapts to our situation…
as do our expectations

Google Confidential and Proprietary

9
There's a lot for marketers to consider...

Devices are evolving quickly
People are constantly switching
between devices
T...
The time is now.
Executives are highly mobilized – it’s up to B2B
services and vendors to meet this opportunity.

Google C...
WHY MOBILE
Google Confidential and Proprietary

12
INTRODUCTION

01
02

WIN MOMENTS THAT MATTER
How does mobile change my value proposition?

03

MAKE BETTER DECISIONS
Is ou...
Win moments that matter

01

How does mobile change
our value proposition?
Google Confidential and Proprietary

14
Serving the
Mobile Customer

Google Confidential and Proprietary

15
INTUIT

Consumers can file taxes
from their smartphones

Google Confidential and Proprietary

16
PRICELINE

82% booked rooms
less than a day
before their arrival

Source: Priceline app data
Google Confidential and Propri...
Confirmation from FedEx
Email/Online Label

FEDEX

Consumers can
create mobile
shipping labels

Hello Jonathan,
Thank you ...
Google Now

Google Confidential and Proprietary

19
Win moments that matter

02

How does mobile impact
our digital destinations?
Google Confidential and Proprietary

20
Mobile-optimized
Websites

Google Confidential and Proprietary

21
How does your
site appear to

MOBILE
USERS?

Source: Compuware study, 2011, eMarketer B2B study, Jan 2012

57%

won’t reco...
Adaptive B2B vendors are rewarded
66% say a mobile-friendly site makes them
more likely to reach out to a vendor
3 out of ...
Mobile optimized site examples
Accenture

IBM

SAP

Google Confidential and Proprietary

24
1-800-FLOWERS
Optimized mobile site to
increase conversions

BEFORE

AFTER
Google Confidential and Proprietary

25
Google Confidential and Proprietary

26
Branded
Mobile Apps

Google Confidential and Proprietary

27
91%

of Interbrand’s 2011
Best Global Brands
have presence in at least
one of the major app
stores

Source: Interbrand’s B...
1

Offer users entertainment,
utility, or both.

2

Design your apps for the largest
mobile platforms.

3

Promote your app...
Google Confidential and Proprietary

30
GRAINGER

Customers can quickly
complete orders and use
voice search to look up
products

Google Confidential and Proprieta...
HP

Print from your phone

Google Confidential and Proprietary

32
Make better decisions

03

Is our organization
adapting to mobile?
Google Confidential and Proprietary

33
Mobile CHAMPION

Google Confidential and Proprietary

34
Questions you should be asking your organization
1

Is mobile a key metric in your management dashboard?

2

How often do ...
Go bigger, faster

04

How should our marketing
adapt to mobile?
Google Confidential and Proprietary

36
Google Confidential and Proprietary

37
Google Enhanced Campaigns

Manage
campaigns
in less time

Location is
key

More leads
through
calls

Measure
cross-device
...
Lennox HVAC Systems
lennox.com
Lennox!

LENNOX

90% lower CPA on mobile
compared to desktop

Google Confidential and Propri...
GRAINGER
28% higher CTR,
15% lower CPC
with mobile app
extensions

Google Confidential and Proprietary

40
Bid by
Distance

1.2x

store

5x

2x

10 miles

5 miles

1 mile

Google Confidential and Proprietary

41
Google Confidential and Proprietary

42
Mobile for
Brand Building

Google Confidential and Proprietary

43
$850k

Revenue Candy
Crush makes Daily

2+ Hours

Time spent in Apps

75%

of YouTube Mobile
users use mobile
as primary a...
Users are most likely to see a display ad on their mobile devices
% OF USERS MAKING EYE CONTACT WITH ADS

91

%

3.8 sec

...
Leverage the unique features of mobile and tablet
to create deeper connections with your users

Has eyes and
can see:

Has...
UPS mobile auto-play interactive video ads
Interactive ads drive engagement and keep UPS top of mind

Google Confidential a...
Google Confidential and Proprietary

48
Google Confidential and Proprietary

49
Google Confidential and Proprietary

50
Go bigger, faster

05

How do you measure the
full value of mobile?
Google Confidential and Proprietary

51
The Full Value of Mobile

Google Confidential and Proprietary

52
New types of conversions
App download
& in-app
purchases

mCommerce

In-store

Call

Cross-device
Google Confidential and P...
Most advertisers frame mobile conversions too narrowly

Google Confidential and Proprietary

54
Best in Class mROI: adidas and iProspect
The Goal
Assign value to store locator
clicks

The Method

20%
of people who clic...
Introducing the Full Value of Mobile Calculator

Google Confidential and Proprietary

56
Google Confidential and Proprietary

57
FAIL FASTER
Google Confidential and Proprietary

58
Google Confidential and Proprietary

59
Google Glass

Google Confidential and Proprietary

60
Conclusion
Mobile represents a sociological shift with
how users relate with both the digital and
physical world
Businesse...
www.themobileplaybook.com

Available across all screens
If you can, check out the site from your tablet device
Google Confi...
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BMA Chicago: Mobile Changes Everything

  1. 1. Kay Webster, Mobile Product & Solutions Specialist September 12, 2013 Google Confidential and Proprietary 1
  2. 2. Google Confidential and Proprietary 2
  3. 3. Google Confidential and Proprietary 3
  4. 4. 1 1 327 billion second 97% million Google Confidential and Proprietary 4
  5. 5. Project Chauffeur Google Fiber Project Loon Google Confidential and Proprietary 5
  6. 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. 7. We're On The Internet Twice As Much As We Were Just Three Years Ago Google Confidential and Proprietary 7
  8. 8. We connect at any time, from anywhere, using a variety of devices Google Confidential and Proprietary 8
  9. 9. Our behavior adapts to our situation… as do our expectations Google Confidential and Proprietary 9
  10. 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. 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. 12. WHY MOBILE Google Confidential and Proprietary 12
  13. 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. 14. Win moments that matter 01 How does mobile change our value proposition? Google Confidential and Proprietary 14
  15. 15. Serving the Mobile Customer Google Confidential and Proprietary 15
  16. 16. INTUIT Consumers can file taxes from their smartphones Google Confidential and Proprietary 16
  17. 17. PRICELINE 82% booked rooms less than a day before their arrival Source: Priceline app data Google Confidential and Proprietary 17
  18. 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. 19. Google Now Google Confidential and Proprietary 19
  20. 20. Win moments that matter 02 How does mobile impact our digital destinations? Google Confidential and Proprietary 20
  21. 21. Mobile-optimized Websites Google Confidential and Proprietary 21
  22. 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. 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. 24. Mobile optimized site examples Accenture IBM SAP Google Confidential and Proprietary 24
  25. 25. 1-800-FLOWERS Optimized mobile site to increase conversions BEFORE AFTER Google Confidential and Proprietary 25
  26. 26. Google Confidential and Proprietary 26
  27. 27. Branded Mobile Apps Google Confidential and Proprietary 27
  28. 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. 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. 30. Google Confidential and Proprietary 30
  31. 31. GRAINGER Customers can quickly complete orders and use voice search to look up products Google Confidential and Proprietary 31
  32. 32. HP Print from your phone Google Confidential and Proprietary 32
  33. 33. Make better decisions 03 Is our organization adapting to mobile? Google Confidential and Proprietary 33
  34. 34. Mobile CHAMPION Google Confidential and Proprietary 34
  35. 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. 36. Go bigger, faster 04 How should our marketing adapt to mobile? Google Confidential and Proprietary 36
  37. 37. Google Confidential and Proprietary 37
  38. 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. 39. Lennox HVAC Systems lennox.com Lennox! LENNOX 90% lower CPA on mobile compared to desktop Google Confidential and Proprietary 39
  40. 40. GRAINGER 28% higher CTR, 15% lower CPC with mobile app extensions Google Confidential and Proprietary 40
  41. 41. Bid by Distance 1.2x store 5x 2x 10 miles 5 miles 1 mile Google Confidential and Proprietary 41
  42. 42. Google Confidential and Proprietary 42
  43. 43. Mobile for Brand Building Google Confidential and Proprietary 43
  44. 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. 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. 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. 47. UPS mobile auto-play interactive video ads Interactive ads drive engagement and keep UPS top of mind Google Confidential and Proprietary 47
  48. 48. Google Confidential and Proprietary 48
  49. 49. Google Confidential and Proprietary 49
  50. 50. Google Confidential and Proprietary 50
  51. 51. Go bigger, faster 05 How do you measure the full value of mobile? Google Confidential and Proprietary 51
  52. 52. The Full Value of Mobile Google Confidential and Proprietary 52
  53. 53. New types of conversions App download & in-app purchases mCommerce In-store Call Cross-device Google Confidential and Proprietary 53
  54. 54. Most advertisers frame mobile conversions too narrowly Google Confidential and Proprietary 54
  55. 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. 56. Introducing the Full Value of Mobile Calculator Google Confidential and Proprietary 56
  57. 57. Google Confidential and Proprietary 57
  58. 58. FAIL FASTER Google Confidential and Proprietary 58
  59. 59. Google Confidential and Proprietary 59
  60. 60. Google Glass Google Confidential and Proprietary 60
  61. 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. 62. www.themobileplaybook.com Available across all screens If you can, check out the site from your tablet device Google Confidential and Proprietary 62

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