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Ja making the most of mobile final


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  • Source: emarketer, Yahoo! And Razorfish “Evolution of Marketing” conducted by Ipsos Nov, 2011Source: Google, Understanding Tablet Users, US, March, 2011. n= 1,430, all members of the Google Mobile Display NetworkWork / daytime = desktop + mobileCommute = mobile Home = tabletsTablets are more of a “lean back” device while sitting on the couch, whereas smartphone devices may be used in a similar way but are also used in the office and on-the-go throughout the day
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    • 1. Making the most of mobileJonathan AbrahamIndustry Head. Mobile17.07.12 Google Confidential and Proprietary
    • 2. 1 Win moments that matter2 Make smarter decisions3 Go bigger faster Google Confidential and Proprietary
    • 3. Searching, Shopping, Socializing, Mapping, Playing and Talking So… what about your business? Get going, or get left behind Google Confidential and Proprietary
    • 4. UK smartphone penetrationUse their mobile device to accessthe web every day in the U.K Google Confidential and Proprietary Source:
    • 5.
    • 6. Mobile is becoming our number 1 entertainment device 3 hours of YouTube sees video is 600M mobile YouTube uploaded per views a day, mobile traffic minute to more thantripled in 2011 YouTube from 10% of total mobile video views devices Google Confidential and Proprietary Source: YouTube
    • 7. Of UK mobile users seeklocal informationtake action after looking uplocal content Google Confidential and Proprietary Source:
    • 8. The most social deviceenabling new forms of communications
    • 9. 9
    • 10. Google Confidential and Proprietary
    • 11. Google Confidential and Proprietary
    • 12. Google Confidential and Proprietary
    • 13. Google Confidential and Proprietary
    • 14. Google Confidential and Proprietary
    • 15. Google Confidential and Proprietary
    • 16. 4 Key QuestionsHow Does Mobile Change My Value Proposition?How Does Mobile Change My Web Presence?Is Our Organization Adapting to Mobile?How Should Our Marketing Adapt to Mobile? Google Confidential and Proprietary
    • 17. How Does MobileChange My Value 1Proposition? Google Confidential and Proprietary
    • 18. have changed their mind about purchasing a product or service in store - as of a result of information gathered using a smartphone* “The four walls of the store have become porous.”**Source: * OurMobilePlanet **IDC retail insights article in the Wall Street Journal December 15, 2010,
    • 19. Source: The Guardian, October 2011; Marketing Week, October 2011
    • 20. Barclays Pingit
    • 21.
    • 22. Chrome Browser DemoVoice and visual search are new ways to interact
    • 23. How does Mobileimpact our digital 2destinations? Google Confidential and Proprietary
    • 24. How Does Your Site Appearto Mobile Users? 57 % 40 % Have turned to a competitor’s site after bad mobile experience Won’t recommend business with poorly- designed mobile site Google Confidential and Proprietary Source: Compuware. “What Users Want from Mobile.” 2011.
    • 25. Branded Mobile Apps Offer users Design your app Promote yourentertainment, for the largest app utility or both mobile platforms
    • 26. E-bookers
    • 27. Ten mobile site best practices keep it quick make it easy to convert help mobile users - design your site focus on information that to load quickly and make copy easy to scan. will aid conversion. simplify navigation make it local clear navigation, hierarchy and vertical include functionality that helps people scrolling aid access to information. find you and get to you. be thumb friendly make it seamless design your site so that even large bring as much of the functionality of your hands can interact with it easily. desktop site to mobile as you can. design for visibility use mobile site redirects ensure that your content can be read give users a choice to go back to the desktop site, but make it easy to return to the mobile at arm’s length. site. make it accessible learn, listen & iterate ideally, your mobile site should work across good mobile sites are user-centric, meaning all mobile devices and all handset they’re built with input from your audience. orientations.28
    • 28.
    • 29. How does mobilehelp us to make 3smarter decisions? Google Confidential and Proprietary
    • 30. Which screen, when?The screen a user chooses to engage with is largely driven by contextCONSTANT COMPANION• All the time, On the go ADMIN WORKHORSE BACKGROUND• Location specific • Daytime, work ENTERTAINMENT?• Personal • Task oriented • Morning, info • Solitary experience • Evening , entertainment • Shared or solitary experience COUCH COMPANION • Evening, “lean back” • Web surfing & shopping • Entertainment • Shared experience
    • 31. Searches across 3 screens compliment each other Hourly Distribution of Searches by Platform (doesn’t reflect absolute traffic volume) Night Morning Day Evening 3 devices allow for constant connectivity in the evenings and weekends12:00 AM 3:00 AM 6:00 AM 9:00 Tablet AM 12:00 PM Mobile Desktop PM 3:00 6:00 PM 9:00 PM Source: Google internal data, 2011. % of each platform’s traffic shown hourly for one day. Does not indicate absolute or relative traffic volumes.
    • 32. How should ourmarketing adapt 4to mobile? Google Confidential and Proprietary
    • 33. Search strategy Mobile search queries have grown 5X in the past 2 years Separate Implement Specific ads mobile and mSearch Ad for different desktop Formats locations campaignsSource:
    • 34. StarwoodHotels & Resorts
    • 35. Advertisers have seen significant results when integrating across all screensKey results across multiple case studies: +48% recall +4 reach pts 2X frequency Source: Nielsen Multi-Screen Lab Study, September 2011; Google Incremental Reach Preliminary Results from 6 US studies for total YT/GDN campaigns
    • 36. Google Confidential and Proprietary
    • 37. 4 Key QuestionsHow Does Mobile Change My Value Proposition?How Does Mobile Change My Web Presence?Is Our Organization Adapting to Mobile?How Should Our Marketing Adapt to Mobile? Google Confidential and Proprietary
    • 38. Thank you. Google Confidential and Proprietary