Developing your Mobile Search Strategy


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Mobile is becoming a massive component of the marketing communications mix in 2013, and marketers need to feed this into their overall marketing strategy. More and more consumers are using mobile devices to search for products and services and to interact with brands online. Integrating a mobile strategy into your overall marketing plan is crucial for success in 2013 and if you have recently launched a mobile site, it is necessary to make sure it is ranking as well as your main website.

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  • Welcome everyone… We’re here today to address the rise of mobile usage, particularly smartphone adoption, and what this means for marketers in 2013. We will provide an overview of this year’s mobile landscape, best practice mobile marketing strategy and how to integrate this with your other marketing activities. This will lead onto some key takeaways from this session and we’ll finish with Q&As at the end of the presentation.
  • So firstly, before we assess 2013, we should briefly look back at the past year’s mobile landscape to understand how consumers have been using their mobile devices this past year. 2012 reached an all time high for smartphone adoption. According to research by, over 50% of the British population now own a smartphone. Worldwide, this makes the UK the 3rd highest country for smartphone market share, following China and the USA. Also within 2012, 60% of the UK population searched for a product on their mobile and 44% carried out a retail-related activity whilst inside a store. As shown on the graph by ComScore, these activities included taking a photograph of a product with a phone whilst in-store and sharing product photos, which resulted in boosting brand awareness. Other activities included consulting a friend about a product through call or text, scanning barcodes, comparing prices, finding store locations or deals, researching product features and checking product availability. Google also reported that 29% bought by directly using the mobile interface (both mobiles and smartphones). Essentially, what all this means is that mobile played an important part in the research process for purchasing a product and should not necessarily have been expected to be a direct source for sales.
  • Meanwhile, briefly touching upon tablet devices, Ipsos MediaCT reported that 1 in 10 now own a tablet device. Considering the first tablet device, the iPad, was launched only in 2010 this is an astounding figure. In our own experience at 4Ps, on average tablet devices have double the conversion rate of a desktop or laptop. So whereas mobiles and smartphones are very much research devices, tablets most certainly work as a direct converting source. These statistics, in addition to the continued innovations from technology giants like Apple and Samsung and search giants Google, makes it increasingly important for marketers to address how to best use these devices within their marketing strategies. But how were businesses adopting mobile strategies in 2012?...
  • …unfortunately not very well. Rather concerningly, it was highlighted through Google research that 57% of mobile users would not recommend a business with a poor mobile site. Yet only 10% of companies advertising with Google had a mobile optimised site. This perfectly illustrates that companies serious about providing a good brand experience for their consumers need to have mobile website functionality, or face losing a huge pool of potential customers.
  • The need for a mobile optimised site will grow further still this year. Firstly, ComScore has predicted that mobile will overtake desktop as the most used device to access the internet in 2013 due to the faster rise of sales and interactions with mobile over the past few years. As identified in one of the previous slides, mobile is used as a research tool. In a conversion mindset, it is an important part of the decision process leading to conversion. This means that any business with a website – whether b2b or b2c – must begin to look at the design and functionality of their site on mobile. When I attended the Google Engage for Agencies event last year, there were key takeaways from the event on the direction that mobile would be heading. In particular, they mentioned that they would be placing a larger amount of focus and weighting on advertising via mobile mediums. With Google being such a big player in the search and online marketing field, this creates further reasons for mobile usage and optimisation to be a core part of any marketing strategy. Google rather explicitly stated that any business without a mobile optimised site in 2013 would be ‘left behind’ in the online marketing space. Good news for those with physical business locations is that location-based marketing is expected to increase, according to MMA Global. Here at 4Ps we have been placing together integrated marketing strategies via paid search and display that are geo-targeted to a specific range around our clients shops and boutiques to encourage footfall. In 2013, this will expand into the new Google ad formats of in-app advertising. Being a sociable medium, as in one used to communicate and interact, mobile from my point of view will also become more of a social device in terms of the way marketing strategies are approached. It’s important to promote via devices in a specific/relevant manner to ensure customers are appropriately captured. Through integrating social content with formats such as coupons/offers or advertising, this can gain traction in generating footfall or visits to a website via mobile. App creation will be on the rise, with eMarketer reporting that 12% of media time is spent on smartphones, up from 3% in 2009. Notably, MMA Global’s report outlines that apps will be created in order to ‘boost engagement’. Again, although online sources are easily measurable compared to offline, there can be a risk of trying to measure everything as direct response. MMA’s statement illustrates that mobile, and in this case apps, should be used to increase brand awareness and engage and grow companies’ customer bases.
  • It’s easy to throw stats and data up in the air for consideration, but it can be hard to find where to start and how to get involved in/or improve mobile strategies. The landscape of 2012 already showed the high volume usage of mobile devices for retail and conveys the huge necessity for businesses to get involved in mobile to address consumer demands. The Big Picture of 2013 illustrates that this need is going to progress even further this year and for those without a mobile strategy, they must enter an already affluent arena and find ways in which they can compete with those who have already got a mobile optimised site and strategy in place. To answer the big question of ‘How can I build an effective mobile strategy’, I will now be passing on to James who will take you through some core points for beginning or improving a mobile marketing plan.
  • So we have to ask ourselves the question…”So why are we not already mobile?” It’s Hard! Having a mobile rendering website (regular website that re-sizes to fit by device) and a mobile optimised website will require a large amount of resource for development as well as downloadable apps. We are all familiar with these dynamic applications which some organisations invest in – and that’s great! However, maintaining all 3 mobile versions requires a great deal of management, time and development as well as investment. For many organisations these commodities are extremely valuable and to invest in all three channels may take a large amount of resource away from areas where the business may already be successful. We will also need to consider the prospect of duplicate content. Updating all three mediums on a regular basis without compromising the content will require a lot of time. We need to look at the “low hanging fruit”. We need to look at the opportunities that already present themselves to us and invest in those areas which will best suit our marketing objectives as well as the investment opportunities available to us. To do this we need to understand: Why do you want to go mobile? Are your competitors currently mobile integrated? Are your target audience tech savvy? Has mobile shown to be a growing market for your target audience? How does mobile fit into our current marketing strategy? What are the touch points currently available to those users who interact with the brand on mobile devices? Does your offline media complement your online? Fliars, Posters etc… What are your objectives? Generate touch points and drive brand awareness? Drive conversions ? Increase traffic? Do you have the resource available? Low hanging fruit
  • What percentage of your current audience is mobile and interactive and what are the opportunities open to you? User Behaviour – How do current users interact with your business on mobile devices? If there are particular landing pages on the website which drive conversions or act as the initial touchpoint? How can these be best used to meet the overall objectives? Devices with a high bounce rate – If the decision is to have a mobile rendering website which devices are showing to have the highest bounce rates and how can these be improved? Different CSS Style sheets? Site Speed – Users require the website to load faster on mobile devices this will lead to better visibility in the search engines as well as improving relationships with new and returning visitors Integration with other media platforms – How does mobile currently integrate with other platforms? Do we ensure our PPC spend on tablets is focused around television adverts promoting our services? Keywords – These are on average 20% shorter on mobile devices. There is a focus on location and brand specifics. Content Deviation and Integration – It is essential to make sure that content and campaign material is carried across to mobile to ensure there is a sense of familiarisation with the brand. However, it is important that content deviates slightly from this to suit the needs of the user.
  • How many of you would leave your house without your mobile? When I leave the house in the morning, the first thing I check is that I have my phone with me. It's not my keys nor my wallet, but my phone that I'm most worried about forgetting. My mobile device has become my lifeline in a lot of ways — and I know I'm not alone. 95% Search local not Global Local shopping experiences Local intent Maps Third party map applications can be costly. By integrating Google maps into the website much of this can be done for you by the search engine offering a much more cost effective method of providing users with accurate data. It is also important to look at map directories. These directories allow organisations to include detailed business information as well as customer reviews. Google Places is an important part of any search campaign and will detail important information and contact details for your organisation. Apple Maps also include this option with their system. This allows for users to contact local businesses directly from the map application. Other useful directories include Yelp, Book a Table and Zagat Advertising As mentioned, consumers like to find places through localised searches. So it is beneficial to have PPC campaigns to support this, essentially making your brand become top of mind when someone searches for a coffee shop for example. To generate repeat purchases or increase loyalty for a brand, an app is a perfect channel, obviously because once the app is downloaded it will remain on the customer’s phone in a easy and ready-to-use format. All localised activity can also be increased through display ads in apps and coupons. For example anyone within a certain radius of a business can receive discounts or incentives that will encourage them to enter a store. So we can use online to encourage footfall.
  • Can anyone hazard a guess as to what the number 1 search phrase on a mobile device is? …Facebook Understanding Interaction Share the love Mobilize Content Shared – referral visits from social Affinity of content across multiple devices
  • So how does mobile and device orientated strategy fit into our overall marketing plan? To explain this in greater detail meet Mike! Mike is just an average bloke, he enjoys browsing through the shops on his local high street on Saturday mornings and enjoys stopping off at his favourite restaurant for a cup on coffee. He is also a big golf fan and one of “26.7million amount” of smart phone users in the UK. Awareness In the coffee shop, Mike decides to access Facebook on his mobile. He sees his mate Trev has posted a picture of his new set of Calloway Golf Clubs, which subliminally opens Mike to the fact that he needs new golf clubs and also Calloway as a possible option. This gives him the awareness of Calloway. Consideration Mike then exits the coffee shop. On his way down the high street he notices a poster about golf and sporting gear. This prompts him to search for the nearest golf shop on his phone, and he gets served a PPC ad for 20% off golf gear in-store at Ted’s Golf Shop. Intent This leads to convincing him that he wishes to make a purchase. Mike uses Google maps to find Ted’s Golf Shop, in search of his beloved Calloway Golf Clubs. Purchase Mike is surrounded by many brand options. After the endorsement of Calloway by his good friend Trev, it takes little convincing for Mike to purchase Calloway. Support When Mike has purchased the golf clubs, he receives a flyer with the clubs encouraging him to like the Calloway Facebook page, which includes details of Calloway Golf members events. Loyalty Since that eventful Saturday, Mike now attends Calloway’s golf events and shops more of their range through viewing their Facebook promotions. This leads to him being an advocate of the brand.
  • HTML 5 One Facebook to rule them all! Facebook’s  Project Spartan  and their move toward a full HTML5 version of Facebook in order to optimize their mobile web experience for the majority of users accessing the site directly instead of through mobile apps. Address how easy it will be to create mobile optimised site with HTML5 Generating footfall using mobile as part of the marketing strategy
  • So as you have seen from James’ slides….. Essentially, all of this data draws back to the business, as it should. By having an effective mobile marketing strategy, businesses are able to ‘meet’, engage and interact with their customers wherever they are in the world and at any time of day. A study by the University of Stanford found that 75% of iPhone users even take their phones to bed with them. Yes, we are entering a busier, more mobile world which is addicted to technology. Businesses must be able to respond to this change in culture, else face being left behind in the marketing space. Not only online, but offline too – with effective mobile strategies complementing and boosting offline marketing and sales. In terms of e-Commerce, we are in the terrain of a different kind of ‘e-Commerce’ called ‘Everywhere Commerce’, with mobile at the very forefront of this change. Essentially, whilst we travel through the physical world we’re mapping our lives via mobile – taking photos and sharing images and data on social platforms; searching for locations whilst we’re on the move using the GPS on our phones; interacting with apps; watching videos; accessing our emails and researching information and products. The list is seemingly endless and all on a tiny device called a mobile phone/smartphone. So, perhaps not a profound conclusion, but I’d suggest that businesses really study hard for how to create an effective mobile strategy. By capturing customers at all touchpoints in the appropriate marketing format, you can significantly increase brand exposure and subsequent sales both online and offline. I’m now going to leave you with some key takeaways from today’s session.
  • Developing your Mobile Search Strategy

    1. 1. @4PsMarketing #4PsEDGE@Serena_4Ps & @James_4Ps
    2. 2. mCommerce Landscape &Marketing Integration 2013Presented by Serena Wong & James Green
    3. 3. Hello§ Serena Wong§ Digital Advertising Account Manager§ @Serena_4Ps•§ James Green§ Senior SEO Executive§ @James_4Ps
    4. 4. Agenda§ Look back – Mobile in 2012 - Businesses & Mobile 2012§ The Big Picture – Mobile in 2013 - How can I get involved in mobile?§ Best Practice - Data Insights§ Conclusion - Key takeaways§ Q&A
    5. 5. Look Back on 2012… Smartphones 50% own a smartphone 60% searched for a product 44% retail-related usage inside a store 29% bought a product directlySources:; ; :
    6. 6. Look Back – Mobile in 2012, UK Tablets 1 in 10 own a tablet device 2x conversion rate
    7. 7. Look Back – Businesses & Mobile 2012 Only 10% of businesses advertising with Google had a mobile optimised siteSources:
    8. 8. The Big Picture – Mobile in 2013 § Mobile will overtake desktop as the most used device to access the internet § Google ads will sway towards mobile § Location based marketing will increase § Social intergration § Apps are on the riseSources:;
    9. 9. So Why Are We Not Mobile?§ Why do you want to go mobile?§ How does mobile fit in?§ What are your objectives?§ Do you have resource available?
    10. 10. Data Mining§ User behaviour§ Devices with high bounce rate§ Site speed§ Integration with media platforms§ Keywords – 20% shorter§ Content Deviation and Integration
    11. 11. Think Local§ 95% Search local not Global Contact Info§§ Maps Phone Numbers§§ Advertising Directions
    12. 12. Understanding Social Interaction § Understanding Interaction § Share the love § Mobilise
    13. 13. Meet Mike!AwarenessConsiderationIntentPurchaseSupportLoyalty
    14. 14. The Future§ Html 5§ NFC
    15. 15. Conclusion
    16. 16. Conclusion En tee gaM geEverywhere-Commerce a ct t er InSources:
    17. 17. Key Takeaways§ Is mobile for me?§ Mobile responsive site a must§ Start thinking about your mobile audiences§ To integrate your mobile strategy with your current marketing efforts
    18. 18. Any Questions? @4PsMarketing #4PsEDGE@Serena_4Ps & @James_4Ps
    19. 19. Sources§§§§§§§