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MobiU2011 Keynote:  Tech111 Google's Take on Mobile - Google
 

MobiU2011 Keynote: Tech111 Google's Take on Mobile - Google

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Google’s new mantra is Mobile First. When all products are created – they consider how it plays in mobile even if it isn’t launching there first. Google’s take on the State of Mobile comes ...

Google’s new mantra is Mobile First. When all products are created – they consider how it plays in mobile even if it isn’t launching there first. Google’s take on the State of Mobile comes from having products in nearly every corner of mobile marketing. From search to maps to Android to Google Wallet, John Breen brings Google's unique view of life in the digital age and provide examples of what’s happening and the potential in the future.

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  • I have two little kids so we’ve had quite a few babysitters over the past few years. Besides keeping my kids safe babysitters make for a great focus group. Young, always trendsetting, ahead of the curve. It drives my wife nuts, but I always ask them questions about how they access music, how they talk with their friends, what are their favorite apps…you can learn A LOT from young people. Two trends I’ve noticed:Whenever we text any of our sitters for availability we get a text back within a minute.When our sitters come over they usually put down there car keys and phone. And while we’re going over the routine you can hear that phone ringing, vibrating, lighting up. There phone is a party, all the time…filled with music, people.We had a sitter a few weeks age and she left her phone on the couch. My wife grabbed it and asked what we should do and I just took the phone and started walking outside to the end the driveway and sure enough within 5 seconds the car pulls back up and doesn’t even stop the car. Its more important than your wallet!Anyway, I think we all love our phones and they are a huge part of our daily lives. Today I’d like to start off with a few macro trends that we’re seeing at Google and then I’d like to dig into what consumers are doing on their mobile devices and how advertisers are creatively working to capture this new user behavior
  • ***USER BEHAVIOR***1. Slightly larger than my babysitter focus group, I like to think of Google as the worlds largest focus group. Everyday millions of people search for billions of topics in real time. It’s always been a good measurement of the web as far as user behavior goes2. This chart is looking at the last 3 years of Google MOBILE search volume and comparing it to the early years of DESKTOP search volume. Pretty amazing right?3. What’s even more amazing beyond just how BIG mobile is right now, is looking at how quickly its growing. All analysts are saying that “Mobile is ramping faster than any other technology they’ve seen in the past.” Whats important here is that the internet gods have given everyone a 2nd chance with a new platform, to design and create experiences, WHAT ARE YOU GOING TO DO WITH IT?!
  • ***MARKETING& ADVERTISING TRENDS / DEBATES***Apps vs. Sites: site benefits: cheaper, easier to maintain/update, differentiatorapps benefits: offline access, utilize handset features like camera, can have higher engagement rates like time on “site”Open vs. Closed:Google built Android as their open platform mobile operating system.we believe in the power of open platforms. they let developers create engaging applications that take full advantage of handset functionality.Rise of Tablets:tablet shipments are growing rapidly. a report commissioned by digitimes estimates that 65.2M tablets will ship in 2011 (61% of those will be iPads)whether you call it a mobile device or notProliferation of Mobile Ad Networks many mobile ad networks now exist.Google and AdMob have the greatest reach and scale across all mobile platforms: Apple iOS, Android, RIM, Microsoft Windows, Palm & Symbian
  • Clearing: consumers use the mobile web for entertainment, information, and looking to make a purchase or purchase decision.(reach through each bullet and elaborate, giving examples as appropriate)Transition: let’s take a look at each purpose in more detail.
  • Clearing: this is an example from McDonald’s in Sweden called “Pick & Play”McDonald’s used a digital billboard in the town square and let customers with smartphone’s play a game on their mobile device that would be projected for all to see on the digital bill board.The incentive was McDonald’s coupons that could be redeemed nearby, as well as 5 minutes of celebrity.The best part of this campaign was it’s seemlessness. You didn’t need to download anything – the game could be played on the web so all web-enabled phones could participate. The phone’s GPS signaled that the player was in the game playing area within the city square.Transition: but entertainment isn’t the only reason consumers flock to the mobile web.
  • First and foremost, you need to have a mobile presence. Most, if not all of you, have strategies to distinguish your brand from others in an effort to engage a prospective home buyer andinfluence their realtor decision. Mobile stands out in it’s ability to achieve these goals. Only on mobile can you seamlessly search for nearby homes, view pictures, read school reviews, call a local agent, and then get turn-by-turn directions to their office -- all from the sidewalk. As a result, we’re seeing huge uptake from marketers across categories that want to build their brand, by extending current offline or digital marketing campaigns, or establishing stand alone mobile campaigns. A recent study which asked users about the performance ofmobile websites found that 61% of users# are unlikely to return to awebsite that they had trouble accessing from their phone.
  • Mobile shopper marketing is just in its infancy, but we’re starting to see inventive advertisers take advantage of QR codes in particular to provide consumers additional reasons to buy one product over another when they’re at the shelf.Vital Farms Eggs partnered with Whole Foods and provided a video of their cage free hens at the shelf. For consumers who didn’t have a barcode scanner on their phone, Whole Foods posted the video on their blog for maximum exposure.
  • Strategy number two is to localize your messaging. As many of you likely know, the most popular mobile shopping activity is locating the nearest retailer. At Google we see that 1 in 3 searches have local intent. And when consumers find local information, they act on it.80% contacted a business – 60% call, 60% visitHelp your consumers find your stores easily. Here are a few examples of how you can accomplish this…
  • Strategy number 3. It’s all about pricing transparency. How do you get ahead of this extra knowledge coming at your users? You attract them with offers…I’m sure many of you have visited your busiest store locations to observe consumer behavior, and have seen scenes like this play out. Research suggests that most consumers who use their mobile phonse in store are looking for price comparison, product reviews and offers.From the offer standpoint, we’ve found that 80% of mobile consumers are open to using mobile coupons. That’s presents a HUGE opportunity to differentiate yourselves or develop loyalty to the mobile consumers who are price conscious.
  • Consumers are ready for the next generation of commerce. Respondents to the Compete Q1’11 Smartphone Intelligence Survey indicate that they are willing to transact through their phones. Meanwhile, a Harris Interactive report from April 2011 shows that consumers are already conducting mobile commerce.
  • Unilever has teamed up with Groupon for a daily deals promotion that integrates in-store redemption at Jewel-Osco stores.  Unilever is the second consumer packaged goods manufacturer to make a deal available via Groupon and the first to enable in-store redemption.
  • Clearing: you may be familiar with this example, but it’s truly best-in-class.In South Korea, a grocery chain (then called Tesco) acted on a key consumer insight: South Koreans are incredibly hard working and don’t have much free time. The little free time they do have, they don’t want to spend in grocery shopping.So Tesco brought the store to their customers. In the pictures here you can see how Tesco transformed a city subway into a virtual store. Customers could scan each product using their phone, select a time for the groceries to be dropped off at their house, and continue on their way to work.The program was so successful, they changed their name from Tesco, to “Home plus” – they bring groceries to your home, plus they have some retail locations if you want to visit the brick & mortar store.
  • Google Wallet is an Android app that makes your phone your wallet. It stores virtual versions of your existing plastic cards on your phone. Simply tap your phone to pay and redeem offers using near field communication technology (NFC).

MobiU2011 Keynote:  Tech111 Google's Take on Mobile - Google MobiU2011 Keynote: Tech111 Google's Take on Mobile - Google Presentation Transcript

  • The Mobile MovementSeptember 22, 2011John BreenHead of Mobile Ads, Google1 Google confidential
  • Google Search Volume Mobile Early Desktop 3 years2 Google confidential
  • Operating system share Source: Nielsen Q2 ’11; postpaid mobile subscribers, n=20,2023 Google confidential
  • Emerging trends Applications / Sites / HTML5 Open vs Closed Rise of Tablets Proliferation of Mobile Ad Networks4 Google confidential
  • Purposes for accessing the mobile web Entertainment 1 Interact with consumers as they’re playing games and socializing on the mobile web Information Seeking 2 Reach consumers when they’re researching brands or local information Purchase Decisions 3 Reach consumers who are ready to make a purchase5 Google confidential
  • Entertain your consumerwith mobile6 Google confidential
  • They’re using apps and browsing the web Smartphone users spend 18 hours per month using their mobile apps & browsing the mobile web.Source: Wireless Intelligence: Smartphone users spending more face time on apps than voice calls or web browsing, January 2011.Source: AdMob Internal Data, January 20117 Google confidential
  • 200M Mobile playbacks every day on YouTubeSource: YouTube Internal Data8 Google confidential
  • Entertain customers with brand interaction9 Google confidential
  • Entertain customers in new ways10 Google confidential
  • Inform your consumerwith mobile11 Google confidential
  • Consumer Electronics 15.5% of queries are Mobile 1/07 5/07 9/07 1/08 5/08 9/08 1/09 5/09 9/09 1/10 5/10 9/10 1/1112 Google confidential
  • Restaurants 29.6% 15.5% of queries are Mobile 1/07 5/07 9/07 1/08 5/08 9/08 1/09 5/09 9/09 1/10 5/10 9/10 1/1113 Google confidential
  • Beauty and Personal 14.9% 15.5% of queries are Mobile 1/06 7/06 1/07 7/07 1/08 7/08 1/09 7/09 1/10 7/10 1/1114 Google confidential
  • Finance & Insurance 15.4% 15.5% of queries are Mobile 1/06 7/06 1/07 7/07 1/08 7/08 1/09 7/09 1/10 7/10 1/1115 Google confidential
  • Auto 16.8% 15.5% of queries are Mobile 1/06 7/06 1/07 7/07 1/08 7/08 1/09 7/09 1/10 7/10 1/1116 Google confidential
  • 79% of large online advertisers do not have a mobile optimized site17 Google confidential
  • Inform users on the mobile web Click to Call Site Links 5 to 30% CTR increase More options, more conversions18 Google confidential
  • Inform brand searches with choice Mobile Site Application Be Faster with MiCoach | Free |19 Google confidential
  • Inform shoppers when they’re at the shelf20 Google confidential
  • 1 in 3 searches have local intent 60% Call 60% VisitSource: OTX MediaCT Survey, Q4 201021 Google confidential
  • Make it simple for users to find your store 15.5% of queries are Mobile22 Google confidential
  • Drive users in-store location information 15.5% of queries are Mobile23 Google confidential
  • Allow your consumers to makePurchase Decisions via mobile24 Google confidential
  • 70% of smartphone users use their phones while shopping in-store 25Source: 25 Google confidential Pulse Check, Q4 2010 Google/OTX Consumer
  • mCommerce consumer adoption 1 in 4 American 1 in 5 said they would pay consumers would pay for for clothes and coffee with groceries using their mobile their phone1 phone over a debit/credit card1 18% of US Mobile Phone Users (18+) conduct mCommerce2 20% would use their phone 51% reported using to redeem coupons1 phones for mobile banking (up from 40% in Q3’10)11. Compete Q1’11 Smartphone Intelligence Survey; 2. Harris Interactive, April 7, 201126 Google confidential
  • Testing mobile deals to increase store sales27 Google confidential
  • Facilitate transactions with your brand28 Google confidential
  • Google innovating with mobile wallet29 Google confidential
  • Closing the loop SEARCH PAY SAVEDiscover offers online or in- Tap to pay and redeem Earn and manage app, and save to Wallet offer at POS loyalty points30 Google confidential
  • Where do we go from here?31 Google confidential
  • The sky’s the limit32 Google confidential
  • 33 Google confidential