Mobile Marketing goes Mainstream - Andy Barke
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Mobile Marketing goes Mainstream - Andy Barke

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Mobile Marketing goes Mainstream - Andy Barke Mobile Marketing goes Mainstream - Andy Barke Presentation Transcript

  • Andy Barke
    Google
    Industry Head, UK
    Mobile Marketing Goes Mainstream
  • Five things you need to know about the mobile internet
    23%
    15%
    36%
    Of all Google search queries in the UK are on Mobile devices
    (Internal data)
    Of all time spent on the internet is on mobile
    (PWC mobility study)
    UK Smartphone penetration
    (ComScore 2010 UK study)
    20M
    Q1’11
    Smartphone & Tablet sales overtook PC & Smartbook sales for the first time
    (Morgan Stanley 2010 Analysis )
    Mobile internet users in the UK
    (ComScore UK data)
  • Seven things you need to know about mCommerce
    50%
    £83m
    90%
    10%
    of UK shoppers use smartphones to check prices in store (Google Ipsos US Mobile Movement)
    Of Mobile internet users start their session with a search (Google Ipsos Mobile Movement data)
    of UK shoppers use smartphones to haggle in store (Experian)
    Value of the UK Mobile advertising market
    (IAB UK mobile spend study)
    54%
    £500m
    200m
    Of UK users who researched a product on their phones then went into a store to buy
    Number of Global daily playbacks on Mobile YouTube (Google Data)
    Value of mCommerce in the UK in 2010
    (IAB,IMRA study)
  • Five important mobile cultural trends
    Search
    Social
    Apps
    Mobile enables us to share at the point of inspiration.
    • 40% of tweets on mobile.
    • 100m Facebook mobile users
    • Growing exponentially on mobile.
    • 50% of users on mobile start with a search
    Useful apps help users to save time and kill time
    • 300K apps on Android
    • 333K apps on iOS
    • 30K apps on Ovi
    • 26 million users of apps in UK
    • Market worth $17bn by 2015 (Getjar)
    Video
    Location
    An integral part of mobile.
    1 in 3 searches are local
    72,000 burgers sold in 72 hours through Groupon mobile.
    Viewing & video chat are on the rise:
    • 200m playbacks/day on mYT
    • 66% of internet traffic to come from video in 2015 (Cisco)
    4
    4
  • Google Mobile Ads App
    5
    • Free to download
    • Illustrates whats possible on Googles mobile platforms
    • Case Studies for branding and DR campaigns
    • Regularly updated
    http://goo.gl/gAinA
  • Mobile Complements Desktop & Is Always On
    MOBILE
    Daily ViewDesktop Searches vs. Mobile Searches
    Weekly View Desktop Searches vs. Mobile Searches
    Source: Citi Investment Research and Analysis; iCrossing Mobile; U.S. Google Internal Data, 2010
  • Mobile Search
  • Why use Mobile Search?
    Mobile search queries are growing as a proportion of overall query volume. They make up 15% of UK queries, up from 7% a year ago.
    1
    Enables users to engage with your client’s proposition at the peak of their interest wherever they might be.
    2
    Generates incremental sales from users who need to make an instant purchase.
    3
    4
    Easy to activate, very effective and completely measurable.
    Mobile search has a multichannel effect. It increases purchase on desktop, drives users in store and drives call centre sales.
    5
  • Benefits of splitting out Mobile
    Separate campaigns are the best way to guarantee stronger results.
    9
    1
    More Control
    • Set bids and budgets just for mobile, run separate reports to track results, easier optimization.
    2
    • Include messaging with a strong mobile call-to-action
    • Use relevant ad formats that drive to a mobile optimized landing page.
    Relevant Messaging
    3
    Better Targeting
    • With AdWords you can target different carriers and devices.
  • Mobile Optimized campaigns drive results
    Cost Per Acquisition
    Click Through Rate
    Conversions
    -15%
    +80%
    +43%
    Separating out mobile campaigns from desktop drives significant performance gains due to better control of bids, budgets, keywords and landing pages
    10
  • Mobile Display
  • Why Advertise on Mobile Display?
    1
    Scale, incremental reach and personal engagement.
    2
    Highly targeted
    Impactful brand formats such as mobile video and HTML5 animation that have positive effects on brand metrics.
    3
    Proven effectiveness in driving app downloads, m-Commerce, store foot-fall and call centre traffic.
    4
    5
    Trackable and measurable ad solutions.
  • Andy Barke
    Google
    Industry Head, UK
    Mobile Marketing Goes Mainstream