Hello, I am [insert speakers name] and I work for Google highlighting the best mobile innovations that advertisers can use to reach their audiences. And those audiences have really changed how they use screens, but also all of these new screens have meant that we have adapted to a world with more information, and more distractions.
As there is so much information flying around, and we have so many different screens to interact with, we multitask. Psychologists are investigating it so much, thy have come up with a word for it. Frazzing Frantic, ineffective, multitasking.Please can you put your hands up if you multitask?Can you keep your hands up if you think you are good at it?I thought we could do a test. On the next slide is a word. Please can you shout out the colour of that word?
It is difficult isn’t it? What we have to do is switch from one thing to another. This happens a lot at work. If you work with a computer, you are likely to be distracted from the task that you are doing every 10 and a half minutes. Then it takes around 23 minutes to get back on to what you were doing.Your customers live with this everyday. They start something and then move on to another thing, and then move back to the original task later on. We as marketers need to deal with this in how we plan and attribute the effectiveness of our marketing. And that is what I am going to talk about today.
Mobile is massive in the UK. Here 62% of people have smartphones, and they are using them for everything. And we expect that to go up to 75% by the end of this year
And 56% are using them to buy products.What does that look like?
So that is what happens when we buy online, but let’s have a think about multi-screening.We mean two things when we talk about multi-screening.Firstly let’s think about simultaneous use.[CLICK] – There are two types of simultaneous use. Multi-tasking and complementary use.Businesses need to be aware that there are likely to be big distractions to their audiences when they are trying to communicate with their audiences. But there is also a huge opportunity to take their audience further with a secondary device – which is normally a smartphone.
When people are using another screen, this is what they are likely to be doing.There are many ways you can complement your communications – for instance time your emails to coincide with your TV ads, make sure you are advertising on mobile when you are advertising on TV. And being present in search when you are running TV campaigns. Also, do these things when your competitors are running campaigns, as a competitor advert could trigger a need, that you can capitalise on.
Let’s now talk about sequential usage. We see 90% of people moving sequentially between devices to accomplish a task.And when we
This chart is from more of our research on mobile behaviour. When shopping online 65% of people start on one device and continue on a different device. It is critical for you to understand that people are doing this and to have a single customer view. You need to have a single log in across all of your sites and apps, so you can see in your analytics package which devices are being used by which customers – Shane Casselswill be talking about measurement later.
So we have covered on smartphone and on other device purchases, but that is only part of the picture. To fully understand how you can use mobile in your business, you need to think about all of these possibilities - in store, on phone calls and in apps. If you ignore what people do in the real world, you could be ignoring 24% of the purchases that happen.This is something that we see every day, for instance over 50% of Google maps usage is on mobile – and it isn’t because people have developed a fascination with cartography!
One thing that smartphones have enabled people to do is to check the prices online when they are in-store. In fact across Europe we do this a lot, with 45% of people checking prices and 20% of people changing their mind on what to buy.And because I was buying this on expenses, and I am very conscientious (although terribly disorganised) I did this too.
So there is another way that people interact with businesses - any guesses?Of course calls. They are great for upselling and with complex products. And let us not forget - this (hold up phone) is designed to make calls.
(presenter needs dollar a day account with call extensions enabled - also a landing page with a decent mobile page, with a number that can be clicked)So the first person to call me gets this Nexus 7.Well done - here it is.
For those of you who weren’t quite quick enough – here is the experience. Someone searches for me – then they have the option of clicking through to a site, or making a call. Right there from the search result. We are trying to give users the information they need at the right time. Incidentally if you search for me on the weekend, or in the evening, you won’t get the call button, as I schedule it to only show when my contact centre (me) is able to take calls.
The first step of taking advantage of peoples’ mobile behaviour, is to find out if it is important to your business. To help with this, we have done a large amount of research that you can access really quickly, for free.
The next thing for you to think about, once you have worked out if your audience is doing this stuff, is what it is worth to you.STRESS HEAVILY – we are releasing a new calculator here, at this conference for you to be able to measure how much this is worth to you.
Find out how your customers are using mobileYou already have a huge amount of information in your own analytics package, and in your adwords search account. Ask to see how many of your visitors are visiting your site on mobile and searching for you on mobile.Use the Our mobile planet tool to look at consumer trends. We are updateing all of the research for 2013 now, and we’ll send you an email when it is ready.
Use the Full value of mobile tool to understand how many off mobile site conversions are being driven by mobile. When you are done using the tool, it will give you a report that you can use with all of the details of how it was worked out.
Finally measure everything. James will be talking about this later on, but it is important that you measure all of the activity in one place. Add unique telephone numbers to your mobile site, make sure you have a map on your site, and measure traffic to it. Consider using mobile coupons, so that you can test how many people are going into stores after visiting your sites.
Simultaneous useMulti-tasking Complementary use
60%44%42%25%23%15%9%EmailInternet browsingSocial networksPlaying a gameSearchingWork documentsWatching a videoSource: The New Multi-screen World: Understanding Cross-Platform Consumer Behaviour, Google/Ipsos, Sept 2012