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4. d2 platform google stephany van willigenburg

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4. d2 platform google stephany van willigenburg

  1. 1. Demystifying Mobile<br />Stephany van Willigenburg<br />Business Development Manager – Mobile<br />Stephany@google.com<br />Hill and Knowlton D2 Conference <br />April 14th 2011<br />1<br />
  2. 2. has ears & listens to you<br />microphone<br />has eyes & can see you<br />camera<br />has skin & can feel you<br />touch screen<br />has voice & can talk to you<br />speaker<br />knows where you are<br />GPS chip<br />2<br />
  3. 3. 5+ bn<br />mobile subscribers globally<br />Sources:  International Telecommunication Union (October 2010)<br />3<br />
  4. 4. 1 in 5 <br />people have mobile internet access<br />Sources:  International Telecommunication Union (October 2010)<br />4<br />
  5. 5. 1 out of 4<br />Internet minutes<br />is on a mobile phone<br />Sources: IDC 2010<br />5<br />
  6. 6. 2012: Smartphone sales overtake PC sales<br />Source: Morgan Stanley Nov, 2010<br />
  7. 7. 77%<br />71%<br />smart phone <br />penetration <br />across Europe<br />by 2015<br />55%<br />56%<br />61%<br />61%<br />Sources: StrategyAnalytics.com.<br />7<br />
  8. 8. Mobile Complements Desktop & Is Always On<br />Daily ViewDesktop Clicks & Searches vs. Mobile<br />Source: Citi Investment Research and Analysis; iCrossing MobileU.S. Google Internal Data, 2010<br />
  9. 9. Mobile Complements Desktop on Weekends<br />Weekly View Desktop Searches vs. Mobile Searches<br />Source: Citi Investment Research and Analysis; iCrossing MobileU.S. Google Internal Data, 2010<br />
  10. 10. 10<br />40%<br />of all tweets are mobile<br />Sources: Twitter<br />10<br />
  11. 11. Mobile users are driven to YouTube via social website feeds and status updates<br />11<br />
  12. 12. Better handsets and improved infrastructure has changed mobile consumer behavior…<br />Global Mobile Subscriptions<br />2011<br />2012<br />2013<br />2014<br />1G<br />4G<br />3G<br />2G<br />Analog<br />1 Mbit/s<br />14 Mbit/s<br />100 Mbit/s<br />
  13. 13. Life Critical<br />…Mobiles have developed beyond just a form of communication.<br />Commerce<br />Global Mobile Subscriptions<br />Entertainment<br />Communication<br />2011<br />2012<br />2013<br />2014<br />1G<br />4G<br />3G<br />2G<br />Analog<br />1 Mbit/s<br />14 Mbit/s<br />100 Mbit/s<br />
  14. 14. Technology, Infrastructure and Mobile users <br />Communication<br />Entertainment<br />Commerce<br />Life Critical<br />
  15. 15. Driving visitors to your website Mobile Search Ad Formats offer greater user interaction <br />Site-Links<br />Click-to-call<br />Hyperlocal<br />Click-to-download<br />
  16. 16. Separate campaigns<br />Create campaigns for AdWords targeting desktop and mobile separately<br />16<br />
  17. 17. Mobile Sites: 1:1<br />
  18. 18. 18<br />
  19. 19. Which site would you rather book a flight on?<br />19<br />
  20. 20. General Mobile Website Best Practices<br />2<br />1<br />White <br />Space<br />Prioritise Content<br />4<br />3<br />Big Buttons<br />20<br />Easy to<br />Convert<br />
  21. 21. Demo: Geo Products<br />Maps<br />Places<br />Street View<br />
  22. 22.
  23. 23. Demo: Google Goggles<br />
  24. 24.
  25. 25.
  26. 26. Demo: Google Translate – <br /> Conversation Mode<br />
  27. 27.
  28. 28. Demo: Ad Formats & Branding on Mobile<br />
  29. 29. Download the “Google Mobile Ads’ Application from Android Market<br />
  30. 30. So what‘snext? Wheretobegin...<br />1<br />Identifyyour mobile objectivesandgoals, develop a solutionacross all platforms, don‘tlet back-end systems block innovation.<br />2<br />Usedatatodevelopyourstrategy- but be flexible andacceptchanges & newtrends. <br />3<br />The mobile experience should offer a unilateral solution for all your brands GLOBALY!<br />4<br />Your mobile presence needs to sync up with multi-channel expectations, and buying behavior. When running ads, create a message for mobile. <br />5<br />Start Now!<br />30<br />
  31. 31. it’s Not Too Late<br />to Be Early<br />
  32. 32. Prioritise Content<br />32<br /><ul><li>Be task oriented - Mobile users browse with purpose
  33. 33. Local, popular & on-the-go features
  34. 34. Build for speed
  35. 35. Strip all unnecessary content
  36. 36. Latency is a conversion killer on mobile
  37. 37. Make search prominent
  38. 38. Less space & time for navigation menus
  39. 39. Search results should be clean and easily filtered
  40. 40. Design for low attention span
  41. 41. Layout content for scrolling
  42. 42. Use bullet points and information snippets for maximum impact
  43. 43. Use tabs to access popular products/services
  44. 44. Satisfy offline needs
  45. 45. Store locators, shopping lists, product reservation, vouchers</li></li></ul><li>White Space<br />33<br /><ul><li>Reduce clutter
  46. 46. Less of banners, videos, pictures, copy
  47. 47. More of headlines, bullet points, white space, buttons
  48. 48. Use clear and concise headlines
  49. 49. Text needs to be readable at arm’s length
  50. 50. Tabs and expanded fields can be used for additional details
  51. 51. Have a plain light background
  52. 52. Lighter colours create a feeling of space
  53. 53. Dark, contrasting text is easier to read
  54. 54. Pictures make poor mobile backgrounds
  55. 55. Optimise for multiple screen resolutions
  56. 56. Bigger tablets can load desktop like sites
  57. 57. Smaller tablets are like mobile phones
  58. 58. Tablets are still touch screen so allow for thumb navigation</li></li></ul><li>Big Buttons<br />34<br /><ul><li>Build for handheld devices
  59. 59. Devices are often held in one hand
  60. 60. Thumbs are not precision instruments – Rule of Thumb!
  61. 61. Users are moving
  62. 62. Buttons should be isolated
  63. 63. Space around buttons reduces unintentional clicks
  64. 64. Visibility is a problem in some environments, i.e. daylight
  65. 65. Use colour & size to prioritise
  66. 66. Distinctly coloured buttons stand out
  67. 67. Conversion buttons should be larger
  68. 68. 3D elements & shadowing make buttons easier to see
  69. 69. Use descriptive text
  70. 70. ‘Add to basket’ manages expectation, ‘Click here’ does not</li></li></ul><li>Easy to Convert<br />35<br /><ul><li>Make conversions easy
  71. 71. Calls to action need to be clear
  72. 72. Conversion funnels should be simple
  73. 73. Keep forms short
  74. 74. Remove unnecessary fields
  75. 75. Leave out market research questions
  76. 76. Play to mobile strengths
  77. 77. Use check boxes, lists, scroll menus
  78. 78. Limit text data entry
  79. 79. Use top aligned labels
  80. 80. Use HTML5 for specific input types
  81. 81. Allow for phone orientation changes
  82. 82. Make account access & creation easy
  83. 83. Quick login & saved details = faster conversions
  84. 84. Make it easy to create mobile accounts/baskets/wish lists
  85. 85. Use click-to-call for phone conversions</li></li></ul><li>Additional Resources<br />36<br />Learn more about (mobile) website optimisation<br />http://www.conversionroom.blogspot.com<br />Track visits to your mobile website with<br />http://www.google.com/analytics<br />Test changes to your mobile site with<br />http://www.google.com/websiteoptimizer<br />Use the Android SDK to view your mobile website on your desktop<br />http://developer.android.com/sdk/index.html<br />Conversion Room Blog<br />Website Optimiser<br />Track traffic from devices that do not support JavaScript<br />http://code.google.com/mobile/analytics/docs/web/<br />

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