0900 omma mobile tim reis
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0900 omma mobile tim reis Presentation Transcript

  • 1. rpTim Reis, Head of Mobile and Social Solutions, GoogleMay 14, 2012www.themobileplaybook.com 1
  • 2. WHY MOBILEwww.themobileplaybook.com 2
  • 3. INTRODUCTION WIN MOMENTS THAT MATTER01 How does mobile change my value proposition? WIN MOMENTS THAT MATTER02 How does mobile impact our digital destinations? MAKE BETTER DECISIONS03 Is our organization adapting to mobile? GO BIGGER, FASTER04 How should our marketing adapt to mobile? GO BIGGER, FASTER05 How can we connect with our tablet audience? CONCLUSION www.themobileplaybook.com 3
  • 4. www.themobileplaybook.com www.themobileplaybook.com 4
  • 5. Win moments thatmatter01How does mobile changeour value proposition? www.themobileplaybook.com 5
  • 6. www.themobileplaybook.com 6
  • 7. INTUITConsumers can file taxesfrom their smartphones www.themobileplaybook.com 7
  • 8. 90% have searched for local information SMART PHONE Users 95% of these people act within 24 hoursSource: Google Ipsos “The Mobile Movement” Study, Apr 2011 www.themobileplaybook.com 8
  • 9. USE SMART 53% of men PHONES to check prices at other locations 38% of womenSource: Insight Express, 3Q 2011 www.themobileplaybook.com 9
  • 10. AMAZON Shoppers can scan in-store barcodes to create comparative price lists “The four walls of the store have become porous.”www.themobileplaybook.com 10
  • 11. KEY TAKEAWAYDefine your value prop by finding out how your customer wants to engage you in mobilewww.themobileplaybook.com 11
  • 12. Win moments thatmatter02How does mobile impactour digital destinations? www.themobileplaybook.com 12
  • 13. 57% won’t recommend business with poorly How does your designed mobile site site appear to MOBILE USERS? 40% have turned to a competitor’s site after a bad mobile experienceSource: Compuware study, 2011 www.themobileplaybook.com 13
  • 14. 1-800-FLOWERSOptimized mobile site toincrease conversions BEFORE AFTER www.themobileplaybook.com 14
  • 15. BrandedMobile Apps www.themobileplaybook.com 15
  • 16. Offer users entertainment, utility, or both. Design your apps for the largest mobile platforms. Promote your app.www.themobileplaybook.com 16
  • 17. HPPrint fromyour phone www.themobileplaybook.com 17
  • 18. KEY TAKEAWAY Your #1 priority is to build a mobile websitewww.themobileplaybook.com 18
  • 19. Make better decisions03Is our organizationadapting to mobile? www.themobileplaybook.com 19
  • 20. Mobile CHAMPIONwww.themobileplaybook.com 20
  • 21. 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? Who’s watching traffic trends, people’s actions on your mobile site, 4 mobile’s inclusion in product launches and campaigns? Which decisions would change if key business owners were given 5 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? www.themobileplaybook.com 21
  • 22. KEY TAKEAWAY Assign a Mobile Champion in your company &empower them with a cross-functional task force www.themobileplaybook.com 22
  • 23. Go bigger, faster04How should our marketingadapt to mobile? www.themobileplaybook.com 23
  • 24. 20% of all telecom searches 5X MOBILE SEARCH GROWTH in the past 2 years 30% of all restaurant searches 25% of all movie searchesSource: Google search data www.themobileplaybook.com 24
  • 25. www.themobileplaybook.com 25
  • 26. STARWOOD HOTELS “Hyperlocal” mobile search campaign tripled mobile traffic “Increased ROI 20X, increased bookings by 20%, and tripled mobile traffic.”www.themobileplaybook.com 26
  • 27. KEY TAKEAWAYTake 5 minutes today and search for your brand in mobile as a consumer would What is the experience like for a consumer trying to find you and connect with you? Discuss this with your agency www.themobileplaybook.com 27
  • 28. 570 YEARS 600 MILLION 75% of Angry Birds YouTube Mobile videos of YouTube Mobile played daily played daily users use mobile as primary accessSource: Rovio data 2012, YouTube data 2011 www.themobileplaybook.com 28
  • 29. Multi-screen ads more effective in driving BRAND AWARENESS % correctly recalling Volvo as brand advertised 74% 48% lift in campaign recall 50% TV Only TV+ PC Video+ Phone Video+ Tablet VideoSource: Nielsen Multi-Screen Media Lab Study, Sep’11 www.themobileplaybook.com 29
  • 30. www.themobileplaybook.com 30
  • 31. KEY TAKEAWAY Run rich media HTML5 ads to extend your branding message to the mobile audiencewww.themobileplaybook.com 31
  • 32. Offline MediaStrategies Scanning... Scanning... www.themobileplaybook.com 32
  • 33. KEY TAKEAWAY Assign your marketing org the action item ofreviewing their programs through a mobile lenswww.themobileplaybook.com 33
  • 34. Go bigger, faster05How can we connect with ourtablet audience? www.themobileplaybook.com 34
  • 35. KRAFTRethought mobileexperience fortablets www.themobileplaybook.com 35
  • 36. SWEETWATER30% higher iPadconversion rate thanonline www.themobileplaybook.com 36
  • 37. HTML 5When rich mediameets tablets www.themobileplaybook.com 37
  • 38. KEY TAKEAWAY Check out your web experience on a tablet Take 5 minutes today and search for your brand on a tablet as a consumer would Maximize the tablet format with rich media creative Discuss both these topics with your agencieswww.themobileplaybook.com 38
  • 39. ConclusionMobile represents a sociological shiftwith how users relate with both thedigital and physical worldBusinesses thatunderstand this will win www.themobileplaybook.com 39
  • 40. www.themobileplaybook.com Available across all screens If you can, check out the site from your tablet devicewww.themobileplaybook.com 40