Digital EDGEucation autumn - game of phones

1. Digital EDGEucation
The Autumn Edition 2015
#4PsEDGE
@4PsMarketing

2. Play the Game of Phones to win, not die
Samantha Osbourne
#4PsEDGE
@4PsMarketing

3. Strategy Black Hole
Back to Basics
Isolate Trends
Test and Learn
Questions
Opening remarks
Upgrade and Invest

4. ADWORDS CERTIFIEDOPENING REMARKS (FROM THE EXPERTS)
“The trend had been that mobile was winning, now it’s won”
- Eric Schmidt, Google (2014)
If you’re not using mobile marketing to attract new
customers to your business, don’t worry — your competitors
are already using it and are getting those customers
instead.
- Jamie Turner, 60SecondMarketer.com

5. ADWORDS CERTIFIEDOPENING REMARKS (YOURS, NOT MINE)
“people don’t buy on mobile”
“mobile is a research tool”
“people on a mobile aren’t at home”
“customers don’t think mobile checkout is secure”
“we don’t have the budget to set up our analytics properly”
“the business doesn’t want to attribute sales by device”
“everyone in retail uses last click”

6. ADWORDS CERTIFIEDOPENING REMARKS
“How can we achieve more growth?”

8. Strategy Black Hole
Back to Basics
Isolate Trends
Test and Learn
Questions
Opening remarks
Upgrade and Invest

9. ADWORDS CERTIFIED
This summer, mobile searches surpassed
desktop for the first time

10. ADWORDS CERTIFIED
66%
brands
do not
have a
defined
mobile
strategy
DON’T PLAN, DO

11. ADWORDS CERTIFIEDWHY ARE YOU BROWSING ON A MOBILE?

12. Strategy Black Hole
Back to Basics
Isolate Trends
Test and Learn
Questions
Opening remarks
Upgrade and Invest

13. ADWORDS CERTIFIEDWHAT DO YOU WANT FROM ME?

14. ADWORDS CERTIFIEDWHAT DO YOU WANT FROM ME?
Pursuing Interest
Consideration
Awareness
Conversion

15. Strategy Black Hole
Back to Basics
Isolate Trends
Test and Learn
Questions
Opening remarks
Upgrade and Invest

16. ADWORDS CERTIFIEDI’M NOT WHERE YOU THINK I AM
11% of mobile sessions delivered by Sky Broadband
4% - Virgin Media
3% - BT
5% - O2
3% - Orange
2% - 3
Don’t assume mobile
browsers are mobile

17. ADWORDS CERTIFIEDI DON’T CARE ABOUT CHANNEL OR DEVICE
Google estimates over 50% of online
purchases take over 20days to complete
… still convinced by a 14 day last click attribution model?

18. ADWORDS CERTIFIEDI’M HERE MORE THAN YOU THINK
Find the customers hiding in the traffic

19. Strategy Black Hole
Back to Basics
Isolate Trends
Test and Learn
Questions
Opening remarks
Upgrade and Invest

20. ADWORDS CERTIFIEDTEST AND LEARN

21. Strategy Black Hole
Back to Basics
Isolate Trends
Test and Learn
Questions
Opening remarks
Upgrade and Invest

22. ADWORDS CERTIFIEDUPGRADE

23. ADWORDS CERTIFIEDINVEST
Get back to a single customer view

24. WHAT DIFFERENTIATES YOU FROM YOUR COMPETITORS?
1. Something is better than nothing
2. Find trends
3. Test and learn
4. Mark up your site
5. Analytics roadmap is essential to keep pace
6. Don’t reinvent the wheel
SUMMARY

25. “When you play a
Game of Phones
You Win or You Die
There is no middle
ground”

26. Strategy Black Hole
Back to Basics
Isolate Trends
Test and Learn
Questions
Opening remarks
Upgrade and Invest

27. Thank you.
#4PsEDGE
@4PsMarketing