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Guía para tener éxito con la audiencia móvil - Cortesía Google - GABATEK.com
 

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Google presenta la guía para ayudar a las empresas y negocios a tener éxito con la audiencia móvil. Con el gran crecimiento en la utilizacion de celulares y tablets, las empresas han tenido que ...

Google presenta la guía para ayudar a las empresas y negocios a tener éxito con la audiencia móvil. Con el gran crecimiento en la utilizacion de celulares y tablets, las empresas han tenido que adaptarse al gran cambio y es realmente una excelente oportunidad para que las empresas aprovechen la tecnología. http://gabatek.com

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    Guía para tener éxito con la audiencia móvil - Cortesía Google - GABATEK.com Guía para tener éxito con la audiencia móvil - Cortesía Google - GABATEK.com Document Transcript

    • If you can, check out the website, www.themobileplaybook.com, from a tablet device Jason Spero with Johanna Werther
    • TABLE OF CONTENTS INTRODUCTION Pg. 3 WIN MOMENTS THAT MATTER 01 How does mobile change our value proposition? Pg. 4 > Serving the mobile customer > The local mobile consumer > The price transparency challenge WIN MOMENTS THAT MATTER 02 How does mobile impact our digital destinations? Pg. 12 > Mobile-optimized websites > Branded mobile apps MAKE BETTER DECISIONS 03 Is our organization adapting to mobile? Pg. 17 > Mobile accountability and ownership GO BIGGER, FASTER 04 How should our marketing adapt to mobile? Pg. 21 > Search strategy > Mobile for brand building > Marketing channels GO BIGGER, FASTER 05 How can we connect with our tablet audience? Pg. 29 > Tablet Strategy CONCLUSION Pg. 34 ADDITIONAL RESOURCES Pg. 36 themobileplaybook.com 2
    • INTRODUCTIONMobile Changes Everything0 ver the past year at Google, Our goal is to help companies at all we’ve had the chance to discuss levels of mobile sophistication and the mobile revolution with experience to adopt the concrete hundreds of marketers, and mobile strategies that can help you the same theme consistently win—and we don’t just mean, “winemerges from these conversations: in mobile.” This space isn’t a sandboxfor the majority of businesses we speak anymore; the mobile revolution iswith, the question is no longer sailing ahead at full steam, and your“Why should I invest in mobile?” customers are on board. Embracing—we’ve all read statistics about the mobile can help you win thetremendous adoption of mobile and moments that matter, make bettertablet devices—but “How should I decisions, and go bigger, faster,invest in mobile?” but you’ve got to start somewhere.We created this Mobile Playbook in At Google, we believe that yourorder to help you find answers. success in mobile will determineEvery company is different, but similar the future of your business. Let’squestions emerged from those make 2012 the year you make surehundreds of meetings. We’ve distilled that future is a bright one.them down here into the five crucialmobile questions that every businessexecutive should be asking today.We also suggest strategies you canemploy to answer each of them:benchmarking the competition,understanding how your customer isusing mobile through focus groups “5 crucial mobile questionsand surveys, setting aside budget tolearn and iterate, talking to your agency that every business executive shouldpartners, and securing the internal be asking today”resources to get the work done andthe conclusions implemented. themobileplaybook.com 3
    • Win moments that matter01. How does mobilechange our valueproposition? themobileplaybook.com 4
    • Win moments that matter 01. How does mobile change our value proposition?Serving the Mobile CustomerC onsumers can now use Here are some more examples of brands smartphones and tablets that have thought deeply about what their to interact with businesses consumers want from mobile, and then proceeded to deliver it. 24/7, from anywhere—at home, at work, on a bus. And companies that embrace this CHASEalways-on behavior—the taxi serviceUber with mobile pickups, GrubHub A Chase banking app lets customers deposit checks via a snapshot and sendand SeamlessWeb for food delivery, via email, leaps in mobile functionalityand HotelTonight’s app for last-minute that might eventually let banks maintain fewer ATMs.bookings—can disrupt entire industries. INTUIT Users of Intuit’s SnapTax can file their taxes via smartphone.2 Just snap a pic of your W2, answer a few simple questions and you’re done. Talk about offering real value!Extreme Booking with Hotels.comBoth Hotels.com’s mobile website andthe extreme marketing they utilize to WALGREENSpromote it (their ads feature a videoof a man literally booking a room from Walgreens delivers what their mobile users want on their mobile site: thehis mobile device while skydiving) both ability to find nearby stores, prescription refills, mobile shopping and coupons.demonstrate their firm grasp of their As a result, Walgreens now completesbasic value proposition to business 25% of all prescription refills via mobile, more than two million people receivetravelers: the ability to book rooms text alerts, and customers can scan for coupons in-store. 3quickly and easily.1 themobileplaybook.com 5
    • Win moments that matter 01. How does mobile change our value proposition?ASDA Winning the moments that matter starts with understanding what yourGrocery delivery is very popular in the U.K. consumers want to do with yourSo Walmart U.K. subsidiary ASDA, knowingthat over half their online customers have business in mobile.smartphones, built a mobile site that letscustomers create and modify orders rightup to the evening before delivery. How can you zero in DELTA AIR LINES on the features that Airlines including Alaska, United and Delta matter most to your let passengers forgo those crumpled boarding passes and instead scan their mobile users? smartphones directly as they board—a feature that, by streamlining the boarding process, helps flights stay on time, and keeps tech-savvy business travelers loyal. LETS START BY DISCUSSING...STARBUCKSThe Starbucks app generates customerloyalty, and drives customer transactions,by letting more than one million coffee-drinking smartphone users locate stores,scan barcodes at the register, reload theirStarbucks Cards and share their locationsand favorite drinks via social networks. ACTION ITEM: DEFINE YOUR VALUE PROPOSITION BY DETERMINING WHAT YOUR CONSUMER WANTS TO DO WITH YOUR BUSINESS IN MOBILE. BENCHMARK AGAINST OTHERS IN YOUR INDUSTRY FOR IDEAS. themobileplaybook.com 6
    • Win moments that matter 01. How does mobile change our value proposition?The Local Mobile CustomerYour future customers are literally around the corner,and mobile can get them in your door.M obile site builder Digby reports that across all the mobile sites they have built, mobile customers use store locators 63 times for every one mobile commerce order (making these locators a valuable addition to almost any mobile-enabled website).Our own data suggests that roughly a third of all web searches have local intent. 5 themobileplaybook.com 7
    • Win moments that matter 01. How does mobile change our value proposition?HERE ARE BUSINESSES THAT ARE DOING A GOOD JOB EMBRACING LOCAL CONSUMERSby offering features and functionality tailored specifically to potential customers nearby:THE SPECIALTY’SCAFE & BAKERY ZIPCARThe Specialty’s Cafe & Bakery mobile site Zipcar knows proximity matters. So theirlets you skip the lunch rush by placing your app doesn’t just guide customers throughorder from anywhere and picking it up the reservation process; it also locatesfrom the nearest store. Chipotle, Subway their car on the lot by honking the hornand others offer similar services. and unlocking the doors; the speediest way we can think of to connect consumers with this particular type of inventory. PRICELINE NEGOTIATOR VOLKSWAGEN The Priceline Negotiator app lets you VW encourages local dealerships to go quickly find and book a hotel room. How mobile by providing a template that lets successful is it? Here’s some data: 58% of individual locations easily create mobile users of this app booked their room within sites that enable customers to search 20 miles; a staggering 35% booked within inventory, review financing options and one mile. And 82% booked rooms less directly contact local dealers. than a day before their arrival, suggesting that app users had already reached their destination and were relying on mobile for real-time decision-making.6 themobileplaybook.com 8
    • Win moments that matter 01. How does mobile change our value proposition?The PriceTransparency ChallengeS martphones haven’t just Apps like Amazon’s Price Check let transformed how people shoppers take product snapshots or find your business; they’re scan barcodes to generate comparative also changing what they do price lists from multiple retailers. inside your four walls-what IDC Retail Insights summed it up Wal-Mart CEO Mike Duke calls nicely in a recent Wall Street Journalthe “new era of price transparency.” article: “The four walls of the store have become porous.” And this trendAlmost half of all consumers use will only increase as the informationsmartphones for in-store product advantage shifts ever further in theresearch and browsing7, and according direction of the buyer. Over the 2011to InsightExpress, 53% of men and 38% holiday season, for instance, Amazonof women say they use smartphones promoted Price Check by offering $5in-store to check prices at other stores8. off any purchase made by scanningRetailers have no choice but to react to a product in-store and then buying itthis highly disruptive “showrooming,”9 from Amazon via mobile.which turns physical locations intoshowrooms for products destined to bepurchased online or via mobile. 45% 39% of all consumers use of walk-outs, when shoppers smartphones for in-store leave without making a product research & browsing purchase, were influenced by smartphone usage 53% 12% of men use smartphones checked other in-store to check prices at online retailers other stores 38% 8% of women use smartphones checked availability in-store to check prices at at other stores10 other stores themobileplaybook.com 9
    • Win moments that matter 01. How does mobile change our value proposition? So what can your business do about this transparency? We’ve seen retailers choose one of the three strategies: 1 IMPROVE THE IN-STORE EXPERIENCE 3 EMBRACE MOBILE USAGE WITHIN YOUR STOREThe merchants most vulnerable to A ten-country study by managementprice transparency are often sellers of consulting firm Accenture found thatthe kind of branded, big-ticket items 73% of mobile-powered shopperslike electronics and appliances that preferred phones to retail clerks forspark the most comparative research. basic assistance.11 How can you useWhat can stores like these offer that an mobile to influence customers’ in-online experience can’t? Expert service store digital experience? Sears takesfrom salespeople? Same-day pickup? advantage of malls’ limited mobile(That’s how Walmart encourages in- reception by offering free Wi-Fi to drivestore sales.) shoppers into their stores, where they can use smartphones to compare prices on Sears.com, place orders and pick 2 CREATE AND STOCK UNIQUE PRODUCT OR BUNDLES them up in-store. The company is also rolling out iPads and iPod Touch devices in almost 450 stores, and clerks can useOne way retailers can beat the apples- them to help customers find productto-apples price-comparison game is by info, check inventory and place onlinestocking products that manufacturers have orders.12 Nissan, meanwhile, emblazonsmodified exclusively for them. Another is vehicle price stickers with QR codes,bundling products with unique accessories. “silent salespeople” that let shoppersTarget is now actively working with within the lot find key information likeits suppliers to combat showrooming by features, options, video overviews,selling unique products that make apples- image galleries, incentive offers, dealerto-apples comparisons moot. inventories and actual quotes. ACTION ITEM: CHOOSE THE STRATEGY THAT’S RIGHT FOR YOUR BUSINESS TO ADJUST TO THE WORLD OF PRICE TRANSPARENCY. themobileplaybook.com 10
    • Win moments that matter 01. How does mobile change our value proposition?The good news is that as the consumergets new tools to help their shopping path,you get new tools in your marketing pathto win these critical moments.You can reach connected consumers withcontextual ads right when they’re searching forproducts from within your and your competitor’sstores. Imagine a shopper searching for a flatscreen TV from within a major retailer’s store.If you happen to sell flat-screen TVs too, a searchad gives you a chance to win this consumer’sbusiness just as he’s close to purchase, even if yourdifferentiated value prop is as simple as putting“We remove your old TV!” in the text of your ad. Now that you’ve determined your value proposition for your mobile consumer, IT’S KEY TO ALLOW THEM TO ENGAGE WITH YOU VIA A MOBILE-OPTIMIZED SITE. themobileplaybook.com 11
    • Win moments that matter02. How does mobileimpact our digitaldestinations? themobileplaybook.com 12
    • Win moments that matter 02. How does mobile impact digital destinations?Mobile-optimized WebsitesD o you have a mobile-optimized TICKETSNOW website? If you don’t, this should Mobile Sites be your top priority for engaging mobile customers. 57% of users say they won’t recommend TicketsNow’s mobile-optimized site doubled the company’s mobile sales and increased ticket sale conversions by 50%.a business with a poorly-designed These dramatic before-and-after numbers are actually common when brands first launch their mobile-optimizedmobile site, and 40% have turned to site.14a competitor’s site after a bad mobileexperience.13 Your mobile site will differfrom your desktop site not just becauseof the size of the device, but becausethe mobile context reveals a differentmindset for your consumers. Visitors toyour mobile site may be at a differentpoint of the purchase funnel. How doesyour site appear to mobile users? Areyou making it easy for them to connectwith you or putting obstacles betweenthem and what they seek? 57% OF USERS SAY THEY WON’T RECOMMEND A BEFORE AFTER BUSINESS WITH A POORLY-DESIGNED MOBILE SITE 40% HAVE TURNED TO A COMPETITOR’S SITE AFTER ACTION ITEM: YOUR #1 PRIORITY A BAD MOBILE EXPERIENCE. IS TO BUILD A MOBILE WEBSITE themobileplaybook.com 13
    • Win moments that matter 02. How does mobile impact digital destinations?Optimize, Optimize, OptimizeNever stop optimizing your site based onwhat you learn from user interactions; GOOGLE TIP:even great mobile sites usually have plenty WWW.HOWTOGOMO.COMof room for improvement. Six years ago, At this Google site you can test your site’s1-800-Flowers.com become one of the mobile appearance, learn the 10 best mobilefirst e-tailers to dive into mobile, with design practices, and generate a custom reportan optimized website and apps across with recommendations for improvement alongmultiple mobile platforms. Their test-and- with a vendor list to help you get started.iterate model has since evolved into asophisticated mobile strategy that includesanalyzing mobile site traffic, benchmarking Successful businesses are now adoptingagainst other e-tailers, and, just last fall, this simple but revolutionary idea:working with mobile vendor Moovweb design for mobile first. Rather thanto launch an enhanced smartphone- pegging mobile as the “third screen,”optimized site whose key features include ESPN thinks of it as the “first screen.”15“Find a Gift Fast,” which connects shoppers Travel site Kayak.com redesigned theirwith local flower arrangements, deep desktop website to mirror their mobilelinking functionality to ensure that searches experience16 and early results showland on the mobile site, and an enhanced higher conversion rates and shortercalendar to help users figure out shipping completion times for a design focusedand other costs. What was the impact? on speed and ease-of-use.Increased conversions, and time spent on-site up 25% from the original mobile site. Finally, make sure that when consumers type your URL into their mobile browser, your website recognizes they are on a mobile phone and redirects them to your mobile site. For example, when consumers enter http://saks. com into their mobile browser, Saks automatically redirects them to http://m.saks.com to provide a mobile OPTIMIZED MORE OPTIMIZED optimized shopping experience. themobileplaybook.com 14
    • Win moments that matter 02. How does mobile impact digital destinations?Branded Mobile AppsN ow that you’ve built your mobile site, your next step HERE ARE THREE KEY POINTS TO is to start using apps to REMEMBER ABOUT BRANDED APPS enrich your relationships with your users. A full 91%of companies featured in Interbrand’s2011 Best Global Brands have a 1 OFFER USERS ENTERTAINMENT, UTILITY OR BOTH If your app doesn’t deliver compelling value of onepresence in at least one of the major kind or another, its shelf life will be short. So beapp stores — a figure that’s up 51% clear about why you’re building it. Do you want tofrom 18 months ago.17 Let’s be clear, bring a new type of functionality to your users?though: having an app is not the same Nurture loyalty and ongoing relationships? Or do you just want to be discovered in app markets?as having a mobile strategy. An appis essentially a bookmark for userswho want to engage with you, but themajority of your traffic is likely coming 2 DESIGN YOUR APP FOR THE LARGEST MOBILE PLATFORMSfrom the web, not from brand-loyal If limited resources demand that you prioritize,power users who’ve downloaded design your apps for the mobile platformsyour app. Your mobile website is also that represent the majority of the smartphoneaccessible by users across all devices, installed base. Fish where the fish are.while apps must be designed forspecific platforms. 3 PROMOTE YOUR APP... to keep it from vanishing into the app store’s lower rankings. Here are some useful tips on doing just that: • Target existing customers through desktop and mobile site links, client newsletters or other channels you already use to reach them • Link mobile ads shown in other free apps“having an app is not the same directly to your app’s download page. • Use mobile search ads to guide users directly as having a mobile strategy” to the app in the marketplace. • Time your promotional efforts to coincide with your PR push to maximize downloads; receiving lots of downloads really quickly boosts rankings in some app stores. themobileplaybook.com 15
    • Win moments that matter 02. How does mobile impact digital destinations?BELOW ARE SOME BRANDS THAT ARE ACTION ITEM: PROMOTEDOING APPS RIGHT. YOUR APP THROUGH YOURThese apps are very compelling because they EXISTING CHANNELS ANDprovide either utility or entertainment in a highly ON-DEVICE MEDIAengaging way for their loyal mobile consumers.HP WAL-MARTHP preferred to offer utility over A Wal-Mart app allows users to addentertainment.18 Their ePrint app shopping list items by speaking, typingenables consumers to print from their or barcode scanning. The app also showsphones to an HP printer. This app drives prices, local store availability and, inrevenue for HP because it encourages select markets, even aisle location. 20printing and ink usage, and it’s also veryconvenient when travelling. DOMINO COKE Domino’s mobile app lets customers Coke’s simple but surprisingly entertaining order “more than 1.8 billion pizza app lets users simulate drinking a Coke. combinations” from anywhere, and follow their order’s step-by-step progress with the Domino’s Live Pizza Tracker.19 TIP: DON’T NEGLECT “PUSH” Now that you’ve determined how you can win moments that matter with In a crowded email marketing space, push notifications from within apps can send your mobile customers by adapting customers relevant alerts and calls to action. your value proposition for the mobile consumer and bringing it to life in a Proceed with caution, though, and make sure your notifications are both useful and mobile website and app, aligning your timely; users can just block push notifications organization will help you make better whenever they’d prefer not to receive them. decisions to promote the growth of your business. themobileplaybook.com 16
    • Make better decisions03. Is ourorganizationadapting to mobile? themobileplaybook.com 17
    • Make better decisions 03. Is our organization adapting to mobile?Mobile Accountability& Ownership0 ur next question is a simple Our recommendation, at its most basic one, and the answer to this level, is a simple one: We encourage question will help you solve the appointment of a Mobile Champion all the other mobile questions within your organization. This person you’ve encountered. Who should gather a cross-functional mobileexactly holds the mobile mantle task force to work to determine yourin your company? At Google, our company’s approach for each of thechairman Eric Schmidt’s “Mobile First” questions listed. Benchmark yourprinciple calls on every team, from ads competition, understand how yourto maps to Doubleclick to YouTube, to customers use mobile through focusinclude mobile in their product and groups and surveys, set aside budget,business plans. While we can suggest talk to your agency partners, andthe right questions you should be brainstorm internally.asking, only you and your organizationwill be able to determine the answersthat are right for your business. Does ACTION ITEM: ASSIGN A MOBILEyour team have a sufficient sense of CHAMPION IN YOUR COMPANY ANDurgency around the topic? How will EMPOWER THEM WITH A CROSSyou ensure mobile is a consideration FUNCTIONAL TASK FORCE.for all of your teams? How will youanswer the key questions we’veoutlined in order to win the momentsthat matter, make better decisionsaround your mobile strategy and go “How will you answer the key questionsbigger, faster? It all starts with asking we’ve outlined in order to win thethe right questions and selectingthe right team to determine and moments that matter, makeimplement the answers. better decisions around your mobile strategy and go bigger, faster ?” themobileplaybook.com 18
    • Here are some of the questions that could help your organization UPGRADE ITS MOBILE PROGRAMS, PLATFORMS AND CAPABILITIES.1 Is mobile a key metric in your management dashboard?2 How often do you review your mobile stats? Who reviews them?3 Who knows what % of traffic & search queries come from mobile?4 Who’s watching tablet 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? themobileplaybook.com 19
    • Make better decisions 03. Is our organization adapting to mobile? Without focus and accountability, interdepartmental conflicts can arise that can stifle your business. One of Now that you’ve thought our clients explained that its call center about aligning your team got credit for calls driven to the mobile site’s click-to-call, but the Internet organization to make better marketing team only got credit for decisions, how can you form fill leads. Click-to-call may drive mobile orders, but how many go bigger, faster? opportunities are missed if the Internet marketing team isn’t rewarded? An important responsibility of this Mobile Champion is thinking about budget. Mobile is incremental and needs its own budget. Within the mobile budget you can allocate across mobile search, mobile display, experimental programs and extensions of other channels (email, social, coupons, etc.) Your mobile owner should be able to determine the most strategic areas for your investment. You’ll also need to allow budget for mobile site development and optimization.”Mobile is incremental and needs its own budget.” themobileplaybook.com 20
    • Go bigger, faster04. How should ourmarketing adaptto mobile? themobileplaybook.com 21
    • Search Strategy Go bigger, faster 04.How should our marketing adapt to mobile?AT GOOGLE WE’VE SEENMOBILE SEARCH QUERIES GROW5X IN THE PAST TWO YEARS. W ith mobile search ads, 20% you can reach consumers of all telecom searches when they’re searching for your product in the physical world. When a consumer types “buy jeans San Francisco,” he’s asking a question which good ads will 30% answer. Try a few searches from your of all restaurant searches smartphone — “best gas mileage SUV,” “Nintendo DS,” “fast recipe dinner,” “movie Mountain View CA.” Who finds you and what do they say? Remember, convincing a shopper who’s searching for a flat-screen TV on mobile from 25% inside a major retail store to instead buy of all movie searches online from you could be as simple as adding “We’ll remove your old TV!” to your mobile search ad. It’s important to note that these searches are incremental to your desktop search traffic. These ...are now done on are different searches that create new a mobile device opportunities for your business. ACTION ITEM: WHAT IS THE EXPERIENCE LIKE FOR A CONSUMER TRYING TO FIND YOU AND CONNECT WITH YOU? Take 5 minutes today and search for your brand in mobile as a consumer would. Discuss the result with your agency. themobileplaybook.com 22
    • Go bigger, faster 04.How should our marketing adapt to mobile?HOW CAN MOBILE SEARCH HELP YOU ...AND YOUR CAMPAIGNS.GO BIGGER, FASTER? It’s now possible to layer your searchFirst, separate mobile-specific ads ads with location extensions. Thesefrom desktop search campaigns, so are additional links that appear in theyou can accurately test, measure and ad that show your business’s locationdevelop messaging that works best in and phone number. What’s more,this new format. if consumers are close enough to your business, a distance markerLOCATION SHOULD ALSO HELP DEFINE will show up in the ad indicating how close your business is. As we’ll see inYOUR THINKING... this chapter, businesses are taking advantage of location with their searchCreate specific ads based on how close strategies and seeing impressive ROIthe consumer is to your business, your and conversions.competitors or relevant locations likeairports and malls. Wouldn’t you have adifferent message for a customer who’sbrowsing his phone across the streetthan you would for another prospectwho’s across the state? ACTION ITEM: SEPARATE MOBILE-SPECIFIC SEARCH CAMPAIGNS FROM DESKTOP SEARCH CAMPAIGNS SO YOU CAN TEST, MEASURE AND DEVELOP MESSAGING SPECIFIC FOR MOBILE. themobileplaybook.com 23
    • Go bigger, faster 04.How should our marketing adapt to mobile?RETHINK THE WAY YOU TRACK AND MEASURE MOBILE SEARCH ADS.Effective mobile ads can generate everything from on-deviceconversions and purchases to leads, calls, downloads and even in-storetraffic and offline conversions. Fully capturing the value of mobile search meansunderstanding and tracking its full impact on your business. The results can bestaggering: mobile search ads click-to-call format has been so successful for one of ourclients that they are planning to open a whole new call center to manage the interestthey’ve generated from their campaigns.Below are more examples of effective mobile search campaigns.COMCAST HAIR CLUB FOR MENInternet, phone and cable giant Hair Club for Men reports a conversionComcast makes it easy for mobile rate of 12% from mobile ads, beatingusers to check service availability and desktop ads at 9%. Mobile ads boastedget assistance by providing their phone a 17% conversion rate from a lead to annumber on their mobile site and in their actual sale. Hair Club for Men has seen ansearch ads. Comcast built a mobile ad overall return on investment of 30:1 fromextension that lets users call directly Google mobile search ads.from search results, a campaign that hada 270% higher click-through-rate thandesktop search ads and led to a surge inmobile sales. STARWOOD GUIDING MOBILE USERS TO USEFUL INFO WHEN THEY’RE Click-to-call ads now drive a majority of mobile search bookings for Starwood MAKING PURCHASING DECISIONS Hotels, whose “hyperlocal” mobile CAN HELP YOUR BUSINESS WIN search campaign, which delivered a click-to-call phone number and map THE MOMENTS THAT MATTER. to the nearest Starwood hotel right in But that information can take the search ad, multiplied mobile paid many forms. Lets talk now about search ROI by 20, increased month-on- month mobile bookings by 20% and how you can drive branding and tripled overall mobile traffic. awareness with your mobile ad mix. themobileplaybook.com 24
    • Go bigger, faster 04.How should our marketing adapt to mobile?Mobile for brand buildingT he mobile audience is at scale: Mobile rich media also entices smartphone penetration has users while they’re already actively reached 45% in the UK, 38% browsing—as opposed to requiring in the U.S. and France, and them to learn a new behavior or take a 23% in Germany.21 Every new action, as with QR codes. Brands day mobile users play 570 such as HP, Reebok, Paramountyears of Angry Birds and watch 600 Pictures, Ford, Coke and others havemillion videos on YouTube Mobile; in sprung to life with cutting-edge mobilefact, mobile is the primary way that display ads.75% of these users access YouTubecontent. Yet mobile is the most You’ll want to ask the same questionsimbalanced medium when it comes to about your mobile marketing aims asad spending versus time spent, at 1% you do for your overall marketing aims:compared to 23%.22 Capturing all this who do you want to reach? How cannew opportunity means exploring rich you most effectively reach them? Whatmedia — and now is the time to do it. actions do you want them to take?New technology like touch screens, How can you measure it? Are you afteraccelerometers (which enable better broad reach or just buzz? Some mobileanimated media) and targeting that experiences won’t have broad reach orlets you reach the right users on their drive key metrics like rich media, butmost personal devices are turning may give you a PR spike or a uniquemobile into a branding wonderland. demo to showcase internally.According to Nielsen, exposure torich media ads across four screens “Mobile is the most imbalanced—mobile, tablet, PC and TV— medium when it comes to adyields the best branding results; spending versus time spent,participants who saw ads across allfour formats rated a campaign more at 1% compared to 23%“favorably on key brand metrics thanthose who saw it only on TV, PC or both.23 themobileplaybook.com 25
    • Go bigger, faster 04.How should our marketing adapt to mobile?Viewers of Coke’s mobile rich media ad cansend a Coke to someone across the worldLearn more at www.projectrebrief.comOne excellent example of what’s possiblewith mobile rich media is the memorable ACTION ITEM: RUN RICH MEDIA HTML5 ADSCoke campaign “Hilltop” with the “I’d like to TO EXTEND YOUR BRANDING MESSAGE TObuy the world a coke” messaging that was re- REACH THE MOBILE AUDIENCE.imagined for today’s digital world. Viewers ofthe mobile display ads were able to virtuallysend a coke to someone across the worldthrough special vending machines locatedthroughout the world with personalizedmessages and receive video responses. themobileplaybook.com 26
    • Go bigger, faster 04.How should our marketing adapt to mobile?EXPERIMENTATION BEYOND SCALABLE GOOGLE TIP: AS ALWAYS,RICH MEDIA MAKES SENSE... TRACKING MATTERS...as long as you have a well-thought-out The mobile ad industry offers manystrategy as a foundation. A number trafficking and reporting solutions. Ourof companies have asked us about infrastructure advances are makingaugmented reality or location-based the process of serving and trackingcheck-in ads. For Valentine’s Day, mobile media even easier, with a near-Starbucks brought their cups to life term goal of replicating the buying andwith a Cup Magic app whose augmented tracking tools that advertisers alreadyreality offered highly entertaining, know from online campaigns. You canbrand-boosting holiday animations, use the same Dart for Advertiserscomplete with fluttering hearts. (DFA) interface to serve your ads in mobile, for instance; just change your ad type and placement. And our fully integrated reporting gives you mobile impression and click data along with standard DFA reports. A mobile-specific report, though, breaks down data by wireless carrier, mobile platform and country. You can also serve ads from DoubleClick Rich Media (DRM) into the AdMob network.In our experience, though, only a NEXT, LET’S THINK EVEN BROADERhandful of brands have covered the Mobile is so pervasive that brandingmain pillars of a mobile strategy shouldn’t be the only aspect ofenough to warrant investment in marketing that can be enriched byexperimental, lower reach activities. the mobile space. themobileplaybook.com 27
    • Go bigger, faster 04.How should our marketing adapt to mobile?Marketing ChannelsMobile is often referred to as the connective tissue across marketing channels fromoutdoor to TV to print. Adding a QR code to your print, outdoor and TV creative cangive static ads some oomph but isn’t a substitute for a mobile strategy.In other words, adding on mobile is good; designing for mobile is better.Here’s how to examine your marketing initiatives COUPONS AND PROMOTIONSand channels through the mobile lens: Whether you create a scannableEMAIL MARKETING coupon or a code that can be keyedUp to 30% of email opens come from into the register, be sure to track mobilemobile.24 Are you maximizing your separately. Users move back and forthemails for mobile users? A good way to between channels and devices; if youstart is to think carefully about layout aren’t yet able to let customers tap or(longer rather than wider) and be scan their device at the register, mobileselective with images. Think also about can collect opt-ins for coupons thatyour calls to action and links; are you you can email to users to print out andsending prospects to a non-optimized redeem in person.page? Some leading email marketingproviders now let you preview your OFFLINE MEDIAemails in mobile mode. Take advantage Mobile can activate bonus offlineof this chance to make your mobile channels. For instance, we recentlymessaging as effective as possible. ran a consumer electronics campaign that combined mobile search, mobileSOCIAL MEDIA display and a picture-scanning appSocial and mobile are fundamentally that let potential customers unlockintertwined; every day more than half of exclusive content like songs frommobile social networkers access social artists featured in the campaign. So ifcontent from their mobile device,25 in you’re already running offline media,an average month 14% of mobile social why not turbocharge it with mobile,networkers upload a photo taken from as a complement to—not a substitutetheir mobile device.26 How does it change for—a solid mobile media plan.the way you talk to your social consumerswhen you know that they are navigatingthe physical world—taking buses, out ACTION ITEM: ASSIGN EVERYONE INshopping, looking for a restaurant? YOUR MARKETING ORG THE ACTIONWhat could your brand do with mobile ITEM OF REVIEWING THEIR PROGRAMShangouts on Google+ that allow real-time THROUGH A MOBILE LENSvideo conversations on smartphones? themobileplaybook.com 28
    • Go bigger, faster05. How can weconnect with ourtablet audience? themobileplaybook.com 29
    • Go bigger, faster 05.How can we connect with our tablet audience?Tablet Strategy T ablet devices don’t yet offer tremendous audience reach, but that doesn’t mean you should overlook them. By 2014, 208 million tablets will be sold worldwide, and 72% of tablet owners make purchases from their devices on a weekly basis, making theaudience very desirable. 27, 28Tablet users’ love of shopping has already spawned a new buzzword: “t-commerce.” themobileplaybook.com 30
    • Go bigger, faster 05.How can we connect with our tablet audience? HERE ARE FOUR POINTS WHICH ILLUSTRATE HOW HANDLING THE EMERGING WORLD OF TABLETS IS A PARALLEL TO THE STRATEGIES WE’VE DESCRIBED FOR THE BROADER MOBILE WORLD: 1 KNOW THE TABLET USER’S EXPERIENCE WITH YOUR BUSINESS 2 BUILD UNIQUE TABLET EXPERIENCESUnless your desktop site is Flash Some brands have already rethought-heavy (Flash isn’t supported on the their mobile experience for tablets.iPad) or doesn’t function properly on Kraft’s iFood assistant mobile apptablets, it may be passable for a short helps moms with coupon-clipping,while; the examples we highlight here product barcode scanning, addingare based on tablet users interacting items to shopping lists and savingwith desktop websites. recipes for quick meal ideas. The company’s Fork & Spoon iPad app,But we believe that marketers will by contrast, is designed for bothsoon be designing sites specifically to moms and kids to use during mealtake advantage of tablet touch screens, preparations. It features recipes andportrait/landscape orientations, videos similar to the iFood assistant,cameras and accelerometers. but also serves up more in-depth content and games.29 Kraft’s iFood Assistant tablet app themobileplaybook.com 31
    • Go bigger, faster 05.How can we connect with our tablet audience? 3 TWEAK YOUR SEARCH CAMPAIGNS FOR TABLET USERS 4 LET RICH MEDIA SHINE ON TABLETSTablets are primarily used at home, on Volvo and Grow Interactive agencyevenings and weekends, most likely from developed the richest tablet-optimizeda comfortable couch. Adapt your ads to HTML5 creative that we’ve yet seen.take advantage of this. “Shop now from The campaign uses various interactiveyour tablet” is a stronger call to action media to profile a Volvo car that’sthan “Shop online.” Don’t ask tablet users approaching 3 million miles. A mobile-to call by phone; tablets aren’t phones. and tablet-optimized banner showsSegment your campaigns by device to the car’s real-time current mileage;monitor tablet-specific performance and the HTML5 landing page featureslearn about your tablet customer’s needs a Google Map that shows the car’sand interests. Sweetwater Sound, one real time location; interactive gamesof America’s largest musical equipment highlight new Volvo features like citydealers, has seen phenomenal results brakes; embedded videos show offfrom tablet-targeted search ad new models. What’s possible whencampaigns. Sweetwater Sound’s iPad rich media meets tablets?conversion rate was 30% higher thanonline, and orders originating fromiPads had 10% higher value. “Sweetwater Sound’s iPad conversionrate was 30% higher than online, andorders originating from iPads had 10%higher value.” Volvo’s Tablet Rich Media Ad Learn more at www.projectrebrief.com themobileplaybook.com 32
    • Go bigger, faster 05.How can we connect with our tablet audience?Tablet usage spikes in the evening,and the tablet audience reports ACTION ITEM: CHECK OUT YOUR WEBwatching TV while browsing.30 ESPN EXPERIENCE ON A TABLET.and Shazam let Winter X Games Take 5 minutes today and searchviewers on ESPN TV use the Shazam for your brand on a tablet as asmartphone app for video highlights, consumer would. Maximize thephotos and exclusive music from the tablet format with rich media creative. Discuss both theseevent. The tablet revolution is gaining topics with your agencies.momentum, as more people purchaseand use tablets to search and shop.Even if you’re still playing catch-up inmobile, it’s not too late to be early withtablets. We encourage you to be one ofthe first to take advantage of this newchannel. Invest now or chaseyour competition later.Watching TV while browsing withESPN and Shazam themobileplaybook.com 33
    • CONCLUSIONH opefully by now you’re ready “At Google, we believe that mobile and eager to wield mobile tools to make your brand represents a sociological shift with more valuable to increasingly how users relate with both the digital tech-savvy consumers and and physical world. Businesses thatspawn innovative marketing strategiesthat connect you with your customers understand this will win.“in new ways. Imagine what you mightbe able to accomplish this year if youstart right now.Start how?Just keep asking the questions wecover here, work closely with yourMobile Champion, and keep your eyeson the rising mobile tide. At Google,we believe that mobile represents asociological shift with how users relatewith both the digital and physicalworld. Businesses that understandthis will win. TO SUMMARIZE THE ACTION ITEMS INCLUDED IN THE TO SUMMARIZE THE ACTION ITEMS INCLUDED PLAYBOOK WE’VE PROVIDED IN PLAYBOOK WE’VE PROVIDED THE FOLLOWING CHECKLIST: CHECKLIST: THE FOLLOWING themobileplaybook.com 34
    • MOBILE PLAYBOOK ACTION ITEMS CHECKLIST Define your value proposition by Search for your brand in mobile, as determining what your consumer a consumer would. Take 5 minutes wants to do with your business in and do this today. What’s working? mobile. Benchmark against others What’s not? in your industry for ideas. Build a mobile website. Once you Separate mobile-specific search have a mobile website, check the campaigns from desktop search stats and optimize based campaigns so you can test, on consumer usage. measure and develop messaging specific for mobile. Build an app for a subset of your Run rich media HTML5 ads to audience after your mobile site extend your branding message strategy is in place. Don’t forget to reach the mobile audience. to promote your app. Assign a Mobile Champion in your Assign everyone in your marketing company and empower them with org the action item of reviewing their a cross-functional task force. programs through a mobile lens. Set up a meeting with your agencies Check out your tablet consumer’s about what’s working and what’s not experience with your brand. Take 5 for your brand on mobile and tablets. minutes today and search for your brand on a tablet as a consumer would. What’s working? What’s not? Maximize the tablet environment with rich media creative. themobileplaybook.com 35
    • ADDITIONAL RESOURCESwww.ourmobileplanet.com www.thinkwithgoogle.com/insightsA Google research tool that makes it easy Google’s online destination for consumerto learn about mobile users and mobile trends, marketing insights and industryusage patterns around the world. research.www.howtogomo.com www.mmaglobal.comA Google initiative to educate businesses The Mobile Marketing Association islarge and small on the benefits of mobile a global non-profit trade associationoptimized sites. representing all players in the mobile marketing value chain.www.google.com/mobileadsEverything you need to know about mobile www.iab.netads for performance and branding includingmobile search ads and mobile display ads. The Interactive Advertising Bureau educates marketers, agencies, media companies andwww.projectrebrief.com the wider business community about theA Google campaign that shows how value of interactive advertising.creators of four iconic ads from the 60’sand 70’s re-imagined their ads usingtoday’s digital technology. themobileplaybook.com 36
    • SOURCES CITED1. “Extreme Booking on Hotels.com.” 11. Bustillo, Miguel. “Phone-Wielding Shoppers Strike http://www.youtube.com watch?v=zXZFSMS4Uzo Fear Into Retailers.”2. SnapTax. http://online.wsj.com/article/SB100014240527487 http://turbotax.intuit.com/snaptax/mobile/ 04694004576019691769574496.html3. Lesperance, Rich. 12. Tode, Chantal. “Sears puts iPads in shopper hands “Mobile Marketing Is Not (Just) Mobile Marketing. to enhance in-store shopping.” http://www.slideshare.net/mediapostlive/1145- http://www.mobilemarketer.com/cms/news/ omma-mobile-rich-lesperance?from=ss_embed software-technology/11235.html4. “The Mobile Movement: 13. Compuware. Understanding Smartphone Users.” “What Users Want from Mobile.” 2011. http://googlemobileads.blogspot.com/2011/04/ http://www.gomez.com/resources/whitepapers/ smartphone-user-study-shows-mobile.html survey-report-what-users-want-from-mobile/5. Google internal data, 2011. 14. “TicketsNow Mobile Ads Case Study.”6. Schaal, Dennis. “Priceline mobile app usage shows http://www.youtube.com/watch?feature=player_ in-destination booking trend.” embedded&v=D9-JjSBE1tU#! http://www.tnooz.com/2010/09/07/mobile/ 15. Walsh, Mark. “ESPN Deems Mobile ‘First Screen.’” priceline-mobile-app-usage-shows-in- http://www.mediapost.com/publications/ destination-booking-trend/ article/166622/espn-deems-mobile-first-screen.7. Butcher, Dan. “More than half of smartphone html?edition=42747 owners use mobile devices in retail stores: study.” 16. Duryee, Tricia. “Kayak’s Web Site Takes Its http://www.mobilecommercedaily. Influence From Mobile for Its Latest Design.” com/2011/03/14/more-than-half-of-smartphone- http://allthingsd.com/20120130/kayaks-web-site- owners-use-mobile-devices-in-retail-stores-study gets-its-influence-from-mobile-for-its-latest-design/8. Sullivan, Laurie. “Study Analyzes Mobile Search, 17. Kessler, Sarah. Buying Behavior In Retail.” “13 Branded Mobile Apps That Got It Right.” http://www.mediapost.com/publications/ http://mashable.com/2010/10/06/branded- article/162261/study-analyzes-mobile-search- mobile-apps/ buying-behavior-in-r.html 18. Patel, Kunur. “Mobile Headaches: Execs Tackle9. Zimmerman, Ann. Difficult but Enticing Medium.” “Showdown Over ‘Showrooming.’” http://adage.com/article/cmo-strategy/mobile- http://online.wsj.com/article/SB100014240529702 headaches-execs-tackle-difficult-enticing- 04624204577177242516227440.html medium/230128/10. Butcher, Dan. “87pc of retailers agree shoppers can find better deals via mobile: survey.” http://www.mobilecommercedaily. com/2011/01/13/87pc-of-retailers-agree- shoppers-can-find-better-deals-via-mobile-survey themobileplaybook.com 37
    • SOURCES CITED19. Goodson, Scott. 27. “Gartner to CEOs: “How To Make Amazing Branded Apps.” Seize the iPad Opportunity Now.” http://www.forbes.com/sites/ http://www.gartner.com/it/page.jsp?id=1462813 marketshare/2011/11/04/how-to-make-amazing- 28. Tode, Chantal. branded-apps/ “72pc of tablet owners make20. Petrecca, Laura & Jayne O’Donnell. purchases on weekly basis.” “Wal-Mart, Apple, others roll out apps http://www.mobilecommercedaily. for holiday shoppers.” com/2012/02/02/72pc-of-tablet-owners-make- http://www.usatoday.com/money/industries/ purchases-on-a-weekly-basis-study retail/story/2011-11-08/retailer-shopping- 29. Leary, Brett. apps/51128948/1 “Building A Branded Tablet Experience? Let Usage21. ”New research: Global surge in smartphone Context Be Your Guide.” usage, UK sees biggest jump with 15% increase.” http://bostinno.com/all-series/building-a-branded- http://googlemobileads.blogspot.com/2012/01/ tablet-experience-let-usage-context-be-your-guide/ new-research-global-surge-in-smartphone.html 30. Walsh, Mark. “ESPN Deems Mobile First Screen.”22. Walsh, Mark. http://www.mediapost.com/publications/ “Time Spent in Mobile far Outpaces Ad Spend.” article/166622/espn-deems-mobile-first-screen. http://www.mediapost.com/publications/ html?edition=42747 article/168145/time-spent-in-mobile-far-outpaces- ad-spending.html?edition=43671#ixzz1n2iTGwHP23. ”Volvo Across Screens.” http://www.thinkwithgoogle.com/insights/library/ studies/volvo-across-screens/24. Van Rijn, Jordie. “Mobile email usage statistics.” http://www.emailmonday.com/mobile-email- usage-statistics25. “Social Networking On-The-Go: U.S. Mobile Social Media Audience Grows 37 Percent in the Past Year.” http://www.comscore.com/Press_Events/ Press_Releases/2011/10/Social_Networking_On- The-Go_U.S._Mobile_Social_Media_Audience_ Grows_37_Percent_in_the_Past_Year26. Experian Simmons 2011 Mobile Consumer Report. http://www.experian.com/assets/simmons- research/white-papers/experian-simmons-2011- mobile-consumer-report.pdf themobileplaybook.com 38