A RETAILER’S GUIDE TO
CONTEXT MARKETING
IN THE EVERYWHERE
GOOGLE AGE

Kunle Campbell
eCommerce Marketing Consulting
Focus on mid-tier online retailers
Speaker
Trainer
Writer / Columnist
About to be…Podcaster
Runner and coffee lover…
@KunleTCampbell

@KunleTCampbell
p.s. enjoy this life, people
Google+ Authorship
WAS THE PASSING SEO FAD OF 2014

Google+ was meant to be an identity service
Remember their controversial real-name policy?
@KunleTCampbell
http://bit.ly/eric-privacy
Google claims
Google+ has 1.15bn users,
with
300 MILLION ACTIVE
“Stream” USERS

…Google has been hatching a much bigger plan
in its back burner, that has been discounted by
the Search Marketing Community…
@KunleTCampbell
Its Android Device
Ecosystem

@KunleTCampbell
Android has 79% smartphone market share
Google now has over
1 BILLION ACTIVE
ANDROID USERS

Mobile Devices now account for
55% of Internet Traffic in U.S.
Has now Overtaken Desktop
@KunleTCampbell

@KunleTCampbell
Caveat:
Search based
traffic from
desktop Google
search
represented 18%
of traffic, and
Google mobile
search was just
12%
http://bit.ly/shopify-mobile-report

Apps are winning and the web is losing
@KunleTCampbell
h#p://bit.ly/apps-­‐winning

Apps are winning and the web is losing
@KunleTCampbell
h#p://bit.ly/apps-­‐winning

Mobile Devices now account for
55% of Internet Traffic in U.S.
Android has 79% market share
@KunleTCampbell
GOOGLE’S MOBILE AD
DIVISION
is it’s
2ND Largest
Accounting
For
29%
Revenue
Desktop Revenue: 35%
Video Ads: 8%

Mobile is about to get even
@KunleTCampbell
BIGGER!

Mobile OS extended to Android TV, Android
Auto, Android Wear and Android Fit Android L
@KunleTCampbell
13

@KunleTCampbell
14

@KunleTCampbell

@KunleTCampbell

@KunleTCampbell Android L Platform

Voice Search is set to be huge
@KunleTCampbell
Conversa*on
Search
–
‘talking
to
your
device’

Ubiquitous Google
Phones,
Cars,
@KunleTCampbell
Wrist
Watch,
Glass,
TV
and
more…

Ubiquitous Google
Consumer
Data
Goldmine
Device information including phone #s
Data logs & Phone Call log information
GPS Location information
App installs and uninstalls
Your name from Google Play
Cookies @KunleTCampbell
& anonymous identifiers
=
Google / Gmail account
http://bit.ly/data-android-collects

@KunleTCampbell

How should Retail
prepare?
@KunleTCampbell

Forget 2nd Screen …
Mobile is the 1st Screen
Conversion rates still pretty
dismal at < 1% but the focus
should be on cross-platform
customer journeys
(attribution modelling)
@KunleTCampbell

Contextual data points
Location data is important
Information is presented to 5
you based on your
situation,
circumstances and
individual needs and
preferences.
@KunleTCampbell
1. Mobile,
2. Social Media
3. Data,
4. Sensors
5. Location-based Technology
5
converging
forces

@KunleTCampbell
What was
Hummingbird all
about?
“…Algo rewrite…for
conversational search from:
mobile devices and
wearable tech i.e. android
wear, google glass

Here’s How Google Attempts to Understand the
User Data from Query logs
Queries and query refinements with a
query session
@KunleTCampbell
‘Layers of Context’ in a Query
Search Entity information – Knowledge Graph
has 570 million objects with data on 20 billion+
relationships
Clicks and CTR history on SERPs
Co-occurrences of words within queries
and query sessions
Location and device cues
Was the search via Voice or typed in?
?

@KunleTCampbell
Google Shopping has Local
Contextual Beacon
Technology
Integration
Digi*zing
the
physical
space
of
the
store
…expect to see deeper integration
with online shopping catalogs and
reviews coming in-store direct to
shopper’s mobile devices
http://bit.ly/gamestop-beacon

@KunleTCampbell
Beacon
Technology
Digi*zing
the
physical
space
of
the
store
…expect to see deeper integration
with online shopping catalogs and
reviews coming in-store direct to
shopper’s mobile devices
http://bit.ly/gamestop-beacon

Android
App
Indexing
Connect pages from your website with
specific content within your smartphone
app that are shown on search results
@KunleTCampbell
Invest
in
Dedicated
Apps
Read:
Making
Your
App
Content
Searchable
by
Google:
h#p://bit.ly/indexable-­‐apps

@KunleTCampbell
Universal
Analy*cs
Enable
User-­‐ID
Tracking
for
Cross
Device
Repor*ng

Optimise for Conversational Search
@KunleTCampbell
…and to answer questions
Content should be structure driven

Subject Object
ENTITY VALUE
@KunleTCampbell
En*ty
Op*misa*on
En**es:
graph
of
people,
places
or
things
Predicate
Property
TRIPLES
MAKING CONNECTIONS

@KunleTCampbell
En*ty
Op*misa*on
En**es:
graph
of
people,
places
or
things
CORE REFERENCE POINT
FREEBASE DATABASE

@KunleTCampbell
En*ty
Op*misa*on
En**es:
graph
of
people,
places
or
things
CORE REFERENCE POINT
FREEBASE DATABASE

Remember the 5 Converging Forces?
1 2 3 4 5
mobile
Apps
Android app indexing
@KunleTCampbell
social data sensors location
Google+
Open Graph
Big Data
Freebase / Wikipedia
Marked up content
with Triples -
Schema.org
Google My Business
Address Mark-up
Beacon Tech
Wearable tech
Google fit

@KunleTCampbell
Contact Me
to chat more…
about
eCommerce
Marketing
email: kc@2xmedia.co
twitter: @KunleTCampbell
web: www.2xmedia.co

Image Credits
Slide
#4
-­‐
Eric
Schmidt
h#ps://www.flickr.com/photos/leweb3/6471632781/sizes/l
Slide
#5
-­‐
Android
h#ps://www.flickr.com/photos/saadirfan/5168981298/sizes/l
Slide
#6
-­‐
Android
Device
System
h#p://opensignal.com/assets/pdf/reports/2014_08_fragmentaOon_report.pdf
Slide
#7
-­‐
Traffic
h#ps://www.flickr.com/photos/by_invisiblekid/2576720788/sizes/l
Slide
#11
-­‐
Phone
h#ps://www.flickr.com/photos/by_invisiblekid/2576720788/sizes/l
Slide
#12
-­‐
Explosion
h#ps://www.flickr.com/photos/-­‐cavin-­‐/2313239884/sizes/l
Slide
#20
-­‐
Ubiquitous
Google
h#ps://www.flickr.com/photos/gertcha/6822644951/sizes/l/
Slide
#22
-­‐
Shopping
Mall
h#ps://www.flickr.com/photos/marOnrp/3174937547/sizes/l
Slide
#28
-­‐
Beacon
h#ps://www.flickr.com/photos/jnxyz/13570805343/sizes/l
@KunleTCampbell