Presentatie van Google en Searchuser op SearchUser event WSF van 16 september 2016.

1. Mobile Friday
Mobile Marketing +
Mobile Business
September 2016

2. • Welkom
• Boudewijn Elsenburg - Google
• Dirk Tuip - SearchUser
Mobile Advertising en mobile SEO
Mobile Apps en beacons
Vandaag

3. Proprietary + Confidential
MOBILE FRIDAY
Purmerend, 16 september 2016
Boudewijn Elsenburg
Thijs Roosendaal

4. Proprietary + Confidential
AGENDA FOR TODAY
STATE OF
MOBILE
Understand how
current smartphone
trends and consumer
behaviour’s shift are
impacting your
business
MICRO-
MOMENTS
Step into the shoes
of the mobile
consumer and align
with the mobile
opportunity
MOBILE
FRAMEWORK
A scheme to help
you accelerate the
mobilization of your
digital assets and
online strategy.
1 2 33

5. Proprietary + Confidential
STATE OF MOBILE IN THE
NETHERLANDS
STATE OF
MOBILE
Understand how
current smartphone
trends and consumer
behaviour’s shift are
impacting your
business
1 2

6. Proprietary + Confidential
DESKTOP ADVERTENTIES DALEN
SNELLER DAN PRINT
We nemen een verschuiving naar mobiel waar
Source: Emerce, September 2016
“de onderzoekers verwachten dat er
volgend jaar wereldwijd meer geld naar
mobiele reclame gaat dan naar desktop
advertising”

7. Proprietary + Confidential
SMARTPHONE OVERSTIJGT TABLET IN MOBILE
SALES
1 op de 6 verkopen gebeurt op smartphone
Source: Zanox Benelux, September 2016

8. Proprietary + Confidential
MILLENNIALS DOEN ALLES OP HUN
SMARTPHONE
(Doelgroep 18-34 jaar)
Source: Fluent & Emerce, August 2016
“15% gebruikt zijn smartphone minstens
3x per week om aankopen te bepalen. Nog
eens 15% koopt ook met zijn smartphone”

9. Proprietary + Confidential
SMARTPHONE GEBRUIK
What online activities do people do on their smartphones at least weekly?
Source: Google Consumer Barometer

10. Proprietary + Confidential
MOBILE IN HET AANKOOPPROCES
In which part(s) of the purchase process did people use a smartphone?
Source: Google Consumer Barometer

11. Proprietary + Confidential
OUR MOBILE MOMENT IS HAPPENING NOW
Matched queries forecast by device for top performing search keywords
Source: Google Internal Data
TODAY
September 2016
1st MOBILE MOMENT
December 2015

12. Proprietary + Confidential
MICRO-MOMENTS
MICRO-
MOMENTS
Step into the shoes
of the mobile
consumer and align
with the mobile
opportunity.
2 3

13. 13

14. Proprietary + Confidential
MARKETING...IN THE MOMENT
New signals to leverage the influence of mobile in the purchase journey
INTENT
IMMEDIACYCONTEXT
MICRO-
MOMENTS

15. Proprietary + Confidential
I-WANT-TO-GO
MOMENT Boudewijn, Male, 34 years old
Marketing Implication
Journeys are unscripted and content matters.
Even in those moments when someone is not
ready to buy, brands can influence perceptions
and shape future decisions.
Find the shortest route to the city centre!
Audience
15:22 pm, Airport
Context
Intent
“HERE’s me!”

16. Proprietary + Confidential
I-want-to-know
moments
I-want-to-watch
what-I’m-into
moments
I-want-to-go
moments
I-want-to-do
moments
I-want-to-buy
moments
66%
of smartphone users turn
to their phones to look up
something they saw in a
TV commercial
53%
of online video viewers
watch online video to be
inspired or entertained
YouTube is the
#1
platform 18-34 year-olds
choose to explore their
passions
65%
of online consumers
look up more information
online now versus a
few years ago
82%
of smartphone users use a
search engine when
looking for a local business
100M+
hours of “how-to” content
have been watched on
YouTube so far this year
29%
increase in mobile
conversion rates in
the past year
2X
increase in “near me”
search interest in the
past year
91%
of smartphone users turn
to their phones for ideas
while doing a task
82%
of smartphone users
consult their phones
while in a store deciding
what to buy

17. Proprietary + Confidential
LINK HERE
RESOURCE

18. Proprietary + Confidential
THE MOBILE FRAMEWORK
MOBILE
FRAMEWORK
A thinking scheme to
help you accelerate
the mobilization of
your digital assets
and online strategy.
33

19. Proprietary + Confidential
Your mobile site should
always be an integral part of
your overall Digital Strategy.
Measure your micro-moments
by establishing micro and macro
conversions, and keep always
cross-device behaviour of your
traffic top of mind
Bid to value and ensure you
invest into the right mobile
solutions. Smart investment into
mobile will improve conversion
rates and help bring conversions
at lower costs.

20. Proprietary + Confidential
THE MOBILE FRAMEWORK
MOBILE
FRAMEWORK
A thinking scheme to
help you accelerate
the mobilization of
your digital assets
and online strategy.
33
OPTIMISE
Evaluate and
improve the mobile
user experience and
speed of your assets.
MEASURE
Measure the full
value of mobile with
the right
measurement
products and best
practices.
INVEST
Understand how to
accelerate your
mobile growth and
invest smartly.

21. Proprietary + Confidential
OPTIMISE - Mobile Site User Experience
Mobile friendly sites increase loyalty, sentiments and engagement.

22. Proprietary + Confidential
OPTIMISE - Mobile Site User Experience
25 Principles of Mobile Site Design
Homepage &
Site Navigation
Site
Search
Ability to
Convert
Form
Entry
Usability &
Form Factor

23. Proprietary + Confidential
OPTIMISE - Mobile Site User Experience
25 Principles of Mobile Site Design: Our Results
❑ Site search is visible
❑ Use filters to improve search results
❑ Search results are relevant
❑ Guides users to better results
❑ Menus are short and sweet
❑ Calls-to-action are front and center
❑ Easy to get back to the homepage
❑ Promotions don’t steal the show
❑ Click-to-call is present
❑ Users can purchase as a guest
❑ Users can explore before
committing
❑ Easy to finish on another device
❑ Existing information is used
❑ Info entry is streamlined
❑ Uses toggles/dropdowns to simplify input
❑ Visual calendars used for data selection
❑ Minimize errors with real-time validation
❑ Form design is efficient (auto-fill)
❑ Entire site is optimized for mobile
❑ Don’t need to pinch + zoom
❑ Product images are expandable
❑ Shoppers are told which screen orientation is
best
❑ Users aren’t brought to new browser windows
❑ Site avoids “full site” labeling
❑ Site is clear about why it needs user’s
location
Site Search
Ability to Convert
Form Entry
Usability & Form Factor
Homepage & Site Navigation

24. Proprietary + Confidential
MOBILE SITE SPEED

25. Proprietary + Confidential
WE ASKED USERS...
“What do you dislike the most when browsing the web on your mobile device?”
Encountering
unplayable videos
Getting redirected to
the homepage
Waiting for slow
pages to load
Being shown
interstitials
Other
14%
13%
46%
16%
11%
Source: Google Webmaster Central Blog: “#MobileMadness: a campaign to help you go mobile-friendly” (posted: Monday, April 27, 2015)

26. Proprietary + Confidential
SPEED DIRECTLY IMPACTS REVENUE
Site Speed is strictly correlated to traffic volume and ultimately conversion rates

27. Proprietary + Confidential
MORE SPEED = FASTER ROI
Some key examples to demonstrate the impact that speed can have on businesses
2% slower = 2% less search/user
400ms faster = 9% more traffic
Faster pages = more pageviews
100ms faster = 1% more revenue
5s faster = 25% more pageviews, 7-12% more revenue
37% faster = 70% increase in mobile revenue per
user
80% faster = 108% increase in ads interaction
rate
Page speed is a ranking
signal in Google’s organic
search results

28. Proprietary + Confidential
NEW MOBILE FRIENDLINESS TOOL IS
LIVE
http://testmysite.thinkwithgoogle.com

29. Proprietary + Confidential
THE MOBILE FRAMEWORK
MOBILE
FRAMEWORK
A thinking scheme to
help you accelerate
the mobilization of
your digital assets
and online strategy.
33
OPTIMISE
Evaluate and
improve the mobile
user experience and
speed of your assets.
MEASURE
Measure the full
value of mobile with
the right
measurement
products and best
practices.
INVEST
Understand how to
accelerate your
mobile growth and
invest smartly.

30. Proprietary + Confidential
LEADS
GENERATIO
N
CALLS TO
YOUR
COMPANY
MOBILE
COMMERC
E
CROSS-
DEVICE
APP
DOWNLOADS
STORE VISITS
SITE
TRAFFIC
USER
ENGAGEMENT
Proprietary + Confidential
Mobile is more than just clicks on a specific
button or page, are you measuring everything?

31. Proprietary + Confidential
MICRO vs MACRO CONVERSIONS
Macro Conversions
The end goal of your
advertiser’s marketing
efforts
Micro
conversions
Macro
Conversions
Clicks
Micro Conversions
Intermediate steps or
interactions that lead
to the macro
conversions

32. Proprietary + Confidential
THE MOBILE FRAMEWORK
MOBILE
FRAMEWORK
A thinking scheme to
help you accelerate
the mobilization of
your digital assets
and online strategy.
33
OPTIMISE
Evaluate and
improve the mobile
user experience and
speed of your assets.
MEASURE
Measure the full
value of mobile with
the right
measurement
products and best
practices.
INVEST
Understand how to
accelerate your
mobile growth and
invest smartly.

33. Proprietary + Confidential
INVEST IN THE VALUE OF THE
MOMENT
Optimize Mobile site
Make it easy for mobile
users to discover and
convert.
Bid to capture value
Make sure your bids align
to the value you see from
mobile.
Identify next
opportunities of
growth
Where will the next wave of
growth come from?
Understand the
moments that matter
Measure conversions
Measure all valuable
actions mobile users take.
Identify your
Micro-Moments
Deliver on needs in
the moment
Measure every
moment that matters
Invest in the value
of the moment
1
2
4
3

34. Proprietary + Confidential
Your mobile site should always
be an integral part of your
overall Digital Strategy.
Measure your micro-moments by
establishing micro and macro
conversions, and keep always
cross-device behaviour of your
traffic top of mind
Bid to value and ensure you invest
into the right mobile solutions.
Smart investment into mobile will
improve conversion rates and help
bring conversions at lower costs.
DON’T FORGET!

35. Proprietary + Confidential
HOW CAN I START TOMORROW?
Start met het nadenken over een mobiele strategie
Bepaal jouw Micro Moments
Kijk, samen met SearchUser, naar de mobiele vriendelijkheid van
jouw website (gebruik de Mobile Friendliness Tool)
Ga alle Micro Conversies meten op jouw website en ken waarde
toe aan elke micro conversie
Optimaliseer je investering in mobiele advertenties aan de hand
van de toegevoegde waarde van jouw micro conversies

36. Proprietary + Confidential
THANK YOU!

37. Transform the way B2B organizations do marketing and sales

39. FacilityApps

44. (Digitale) technologie groeit exponentieel

45. Exponentiële groei

46. IoT, Big data

48. Het voelde alsof je hier stond

49. Maar je staat hier

63. SearchUser Model

64. Advertising

65. Advertising

68. Web optimalisatie

70. Site optimaliseren mobiel
Kies de mobiele site die je wilt (responsive, AMP, dynamisch, mobile url)
Update jouw website code
Check de mobiele vriendelijkheid van de site (zie Boudewijn)
Vertel Google het!
Optimaliseer!

71. SEO en mobile - responsive
Advies van Google?!
Heeft geen SEO risico’s
Makkelijkste om te implementeren
Compatibel met andere methodes

72. SEO en mobiel - Google

77. Email marketing (automation)

78. Native versus Web AppsApps

80. Native versus Web Apps

85. Apps

86. Beacons

91. Out of the box
Out of the box