Mobile Marketing goes Mainstream - Andy Barke


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Mobile Marketing goes Mainstream - Andy Barke

  1. 1. Andy Barke<br />Google<br />Industry Head, UK<br />Mobile Marketing Goes Mainstream<br />
  2. 2. Five things you need to know about the mobile internet<br />23%<br />15%<br />36% <br />Of all Google search queries in the UK are on Mobile devices<br />(Internal data)<br />Of all time spent on the internet is on mobile<br />(PWC mobility study)<br />UK Smartphone penetration<br />(ComScore 2010 UK study) <br />20M<br />Q1’11<br />Smartphone & Tablet sales overtook PC & Smartbook sales for the first time<br />(Morgan Stanley 2010 Analysis )<br />Mobile internet users in the UK<br />(ComScore UK data)<br />
  3. 3. Seven things you need to know about mCommerce<br />50%<br />£83m<br />90% <br />10% <br />of UK shoppers use smartphones to check prices in store (Google Ipsos US Mobile Movement)<br />Of Mobile internet users start their session with a search (Google Ipsos Mobile Movement data)<br />of UK shoppers use smartphones to haggle in store (Experian)<br />Value of the UK Mobile advertising market<br />(IAB UK mobile spend study)<br />54%<br />£500m<br />200m<br />Of UK users who researched a product on their phones then went into a store to buy<br />Number of Global daily playbacks on Mobile YouTube (Google Data)<br />Value of mCommerce in the UK in 2010<br />(IAB,IMRA study)<br />
  4. 4. Five important mobile cultural trends<br />Search<br />Social<br />Apps<br />Mobile enables us to share at the point of inspiration. <br /><ul><li> 40% of tweets on mobile.
  5. 5. 100m Facebook mobile users
  6. 6. Growing exponentially on mobile.
  7. 7. 50% of users on mobile start with a search</li></ul>Useful apps help users to save time and kill time<br /><ul><li> 300K apps on Android
  8. 8. 333K apps on iOS
  9. 9. 30K apps on Ovi
  10. 10. 26 million users of apps in UK
  11. 11. Market worth $17bn by 2015 (Getjar)</li></ul>Video<br />Location<br />An integral part of mobile. <br />1 in 3 searches are local<br />72,000 burgers sold in 72 hours through Groupon mobile.<br />Viewing & video chat are on the rise:<br /><ul><li> 200m playbacks/day on mYT
  12. 12. 66% of internet traffic to come from video in 2015 (Cisco)</li></ul>4<br />4<br />
  13. 13. Google Mobile Ads App<br />5<br /><ul><li>Free to download
  14. 14. Illustrates whats possible on Googles mobile platforms
  15. 15. Case Studies for branding and DR campaigns
  16. 16. Regularly updated</li></ul><br />
  17. 17. Mobile Complements Desktop & Is Always On<br />MOBILE<br />Daily ViewDesktop Searches vs. Mobile Searches<br />Weekly View Desktop Searches vs. Mobile Searches<br />Source: Citi Investment Research and Analysis; iCrossing Mobile; U.S. Google Internal Data, 2010<br />
  18. 18. Mobile Search<br />
  19. 19. Why use Mobile Search?<br />Mobile search queries are growing as a proportion of overall query volume. They make up 15% of UK queries, up from 7% a year ago.<br />1<br />Enables users to engage with your client’s proposition at the peak of their interest wherever they might be.<br />2<br />Generates incremental sales from users who need to make an instant purchase.<br />3<br />4<br />Easy to activate, very effective and completely measurable. <br />Mobile search has a multichannel effect. It increases purchase on desktop, drives users in store and drives call centre sales.<br />5<br />
  20. 20. Benefits of splitting out Mobile <br />Separate campaigns are the best way to guarantee stronger results.<br />9<br />1<br />More Control<br /><ul><li> Set bids and budgets just for mobile, run separate reports to track results, easier optimization. </li></ul>2<br /><ul><li>Include messaging with a strong mobile call-to-action
  21. 21. Use relevant ad formats that drive to a mobile optimized landing page.</li></ul>Relevant Messaging<br />3<br />Better Targeting<br /><ul><li> With AdWords you can target different carriers and devices.</li></li></ul><li>Mobile Optimized campaigns drive results<br />Cost Per Acquisition<br />Click Through Rate<br />Conversions<br />-15%<br />+80%<br />+43%<br /> Separating out mobile campaigns from desktop drives significant performance gains due to better control of bids, budgets, keywords and landing pages <br />10<br />
  22. 22. Mobile Display<br />
  23. 23. Why Advertise on Mobile Display?<br />1<br />Scale, incremental reach and personal engagement.<br />2<br />Highly targeted<br />Impactful brand formats such as mobile video and HTML5 animation that have positive effects on brand metrics.<br />3<br />Proven effectiveness in driving app downloads, m-Commerce, store foot-fall and call centre traffic.<br />4<br />5<br />Trackable and measurable ad solutions.<br />
  24. 24. Andy Barke<br />Google<br />Industry Head, UK<br />Mobile Marketing Goes Mainstream<br />