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Mobile Search Panel at SIC2012

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Mobile Search Panel at SIC2012

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  1. 1. How do brands take the fullest advantage of the mobile search experience and seize the lucrative opportunities within this instrumental decision-making tool?
  2. 2. MEET THE PANEL Gagan Kanwar Sheryl Tullis Gregg Hamilton Stephen Hall Director of Research SVP Client Services SVP Research & Analytics Senior Partner Marin Software iconmobile AdGooroo Catalyst Online @gagankanwar @sheryltu @adgooroog @SearchBloke Moderated by Chris Carter | Wunderman | @chris_cart
  3. 3. AGENDA 1 Setting the stage: Why should brands care? 2 Discussing the opportunities: How can brands play? 3 Understanding the playing field: Which brands should play? 4 Determining the impact: What and how should brands measure? 5 Looking ahead 6 Q&A
  4. 4. WHY SHOULD BRANDS CARE? Gagan Kanwar @gagankanwar
  5. 5. MOBILE PAID SEARCH – GROWING FASTER THAN DESKTOP SEARCH ACCOUNTS FOR MORE THAN HALF OF GOOGLE’S MOBILE BUSINESS GOOGLE’S MOBILE BUSINESS IS NOW ON AN $8 BILLION RUN RATE* *http://thenextweb.com/google/2012/10/18/googles-says-mobile-run-rate-up-2-5b-to-8b-including-google-play-profit-motorola-story-just-beginning/ @gagankanwar
  6. 6. MOBILE SEARCH TRENDS: SHARE OF PAID CLICKS (OCT 2011 – SEP 2012) BY JULY 2013, 30% OF GOOGLE’S US PAID SEARCH CLICKS WILL COME FROM SMART MOBILE DEVICES @gagankanwar
  7. 7. MOBILE SEARCH TRENDS: SHARE OF AD BUDGET (OCT 2011 – SEP 2012) BY MARCH 2013, SMART MOBILE DEVICES WILL MAKE UP 20% OF THE PAID SEARCH BUDGET FOR LARGE US ADVERTISERS 8 @gagankanwar
  8. 8. PERFORMANCE ACROSS DEVICES – CLICK THROUGH RATE SMARTPHONES OUTPERFORM TABLETS AND DESKTOP COMPUTERS ON CLICK THROUGH RATES 9 @gagankanwar
  9. 9. PERFORMANCE ACROSS DEVICES – COST PER CLICK SMARTPHONES OUTPERFORM TABLETS AND DESKTOP COMPUTERS ON COST PER CLICK 10 @gagankanwar
  10. 10. HOW CAN BRANDS PLAY? Sheryl Tullis @sheryltu
  11. 11. PROVIDE MOBILE-CONTEXTUAL RESULTS  Locale Google Now cards  Activity  Time of day  Device EXPERIENCE YOUR BRAND AS A SEARCHER IN A STORE, STADIUM, OFFICE, KITCHEN, TRAIN @sheryltu
  12. 12. HELP NEW UIS FIND YOUR SEARCHES CAPITALIZE ON THE UI EVOLUTION. PUBLISH RATINGS & REVIEWS. SIRI LIKES THEM. @sheryltu
  13. 13. MAKE MOBILE SEARCHES COUNT  Thumb-friendly CTAs: directions, map, hours, click to call  Local offers  Optimized landing pages (no Flash!) THINK THROUGH THE LOGICAL NEXT ACTION FOR EACH USER CONTEXT – THEN SURFACE IT IN THE SERP @sheryltu
  14. 14. THINK BEYOND THE BIG ENGINES DON’T MISS CHANNELS FOR CATEGORY-SPECIFIC SEARCH ON MOBILE WEB AND INCREASINGLY, IN-APP @sheryltu
  15. 15. EMBRACE SHOWROOMERS  More purchase from store’s own website than competitor’s  Competitor price, product reviews & product info = most frequent in-store searches SEAL THE DEAL! BOOST PURCHASE CONFIDENCE BY MAKING INFO, REVIEWS & PRODUCT COMPARISONS EASY TO FIND @sheryltu
  16. 16. WHICH BRANDS SHOULD PLAY? Gregg Hamilton @adgooroog
  17. 17. WHICH BRANDS SHOULD PLAY AND WHY? Product / Service Smartphones Tablets Phone provides Internet More screen real estate. Will surpass B2C (Consumer focused) access for many consumers PC / laptops in search volume Mobile = Local = Foot Traffic Owners = Early Adopters = Retail & Location based More affluent customers Usage peaks in evening PC usage peaks AM, tablet “After hours” usage peaks PM Again, phone = Internet Ad friendly media consumption Content Publishers access device, but 60% don’t support Flash B2B (field, IT, BDM ) Near 100% penetration Poised to replace laptops on desks @adgooroog
  18. 18. Product / Service Smartphones Tablets Shopping, services, hours, Information & reference, directions comparison shopping B2C Foot-traffic-dependent “Show & tell” products / services Retail & Location based Dining, entertainment, Comparison shopping, cooking, emergency, transport pay-per-view “After hours” Info on the go Subscription, research Content Publishers Supply chain, transport, Parallel ALL forms of desktop services, support, SFA browsing, shopping, research B2B @adgooroog
  19. 19. TEST AND LEARN CONSIDERATIONS LOWER CPC’S, HIGHER - Mobile traffic is cheaper than desktop CTR’S NOW - Test now while it’s still cheaper THUMB TYPING IS - Broad and location based matched recommended LESS RELIABLE - Minimized form text entry / menus etc. LESS SERP REAL ESTATE - Fewer ads = fewer winners ON PHONES - Compete or get shut out MORE FRAGMENTED - More versioning = higher setup costs MOBILE TRAFFIC - Less traffic = longer test periods @adgooroog
  20. 20. WHAT AND HOW SHOULD BRANDS MEASURE? Stephen Hall @SearchBloke
  21. 21. 24 PERFORMANCE ACROSS DEVICES Conversion Rates SMARTPHONES CONVERSION RATES ARE LIKELY UNDERCOUNTED DUE TO DIFFERENCES IN BUYER BEHAVIOR @SearchBloke
  22. 22. CROSS-SCREEN ATTRIBUTION  Google, Apple and Microsoft have the capability  Amazon & others could do it through apps, but need a lot of app-traction @SearchBloke
  23. 23. DEFINING SUCCESS FOR MOBILE  Understanding mobile search behaviors through segmentation AWARENESS [TV] CONSIDERATION [COMPARE TVS] PREFERENCE [COMPARE SONY TVS] PURCHASE [BUY SONY TVS] @SearchBloke
  24. 24. CONVERSION COMPARISON = ? @SearchBloke
  25. 25. DO MORE TOP FUNNEL MORE BOTTOM MOBILE CLICKS = FUNNEL ACTIVITY ? AWARENESS CONSIDERATION PREFERENCE PURCHASE @SearchBloke
  26. 26. DO MORE BOTTOM MORE MOBILE FUNNEL MOBILE CLICKS = PURCHASES ? $$$ @SearchBloke
  27. 27. DO MOBILE CLICKS MORE IN-STORE = VISITS ? @SearchBloke
  28. 28. MEASUREMENT TAKEAWAYS CAN’T TRACK ACROSS SCREENS - But can understand trends, or track through App TEST MOBILE SEARCH STRATEGICALLY - Use campaign flighting to understand the patterns UNDERSTAND HOW YOUR AUDIENCE - Navigational, research, purchase, real-world USE MOBILE SEARCH navigation, showrooming, @SearchBloke
  29. 29. LOOKING AHEAD
  30. 30. WHAT IS THE SINGLE BIGGEST OPPORTUNITY / CHALLENGE FOR BRANDS?
  31. 31. GOOGLE’S PPC PRICES FELL BY 15% OVER THE PAST YEAR - WHY AM I NOT EXPERIENCING THIS DISCOUNT?
  32. 32. Q&A
  33. 33. HOW WILL SIRI AND OTHER PERSONAL ASSISTANTS IMPACT SEARCH?
  34. 34. HOW WILL SIRI AND OTHER PERSONAL ASSISTANTS IMPACT SEARCH?
  35. 35. HOW CAN ADVERTISERS MAKE BETTER USE OF CONTEXT?
  36. 36. WHAT ADVICE WOULD YOU GIVE FOR IN- APP ADVERTISING?

Editor's Notes

  • Voice, virtual assistants (siri), NUI
  • “clean-it” service which answered both emergency and renovation calls from businesses and consumers
  • Sears exampleCreate tools for easy product comparisonsBridge from online to physical storeMore likely to try other mobile services such as m-couponing, m-checkout (NFC) and location services such as check-ins
  • Leverage Kodak’s competitive price + mobile CTA to engage at POP
  • “Likely Undercounted” – how can you test to inform your planning for your brand?
  • Do mobile users convert at the same frequency as your desktop activity?Run full campaign on both and compare conversion rates
  • Does mobile search feed desktop purchase?Run paid campaign, then keep paid campaign running and run a mobile campaign see if desktop purchases are materially affected?
  • Does mobile search feed desktop purchase?Run paid campaign, then keep paid campaign running and run a mobile campaign see if desktop purchases are materially affected?
  • Does mobile search feed desktop purchase?Run paid campaign, then keep paid campaign running and run a mobile campaign see if desktop purchases are materially affected?
    1. 1. How do brands take the fullest advantage of the mobile search experience and seize the lucrative opportunities within this instrumental decision-making tool?
    2. 2. MEET THE PANEL Gagan Kanwar Sheryl Tullis Gregg Hamilton Stephen Hall Director of Research SVP Client Services SVP Research & Analytics Senior Partner Marin Software iconmobile AdGooroo Catalyst Online @gagankanwar @sheryltu @adgooroog @SearchBloke Moderated by Chris Carter | Wunderman | @chris_cart
    3. 3. AGENDA 1 Setting the stage: Why should brands care? 2 Discussing the opportunities: How can brands play? 3 Understanding the playing field: Which brands should play? 4 Determining the impact: What and how should brands measure? 5 Looking ahead 6 Q&A
    4. 4. WHY SHOULD BRANDS CARE? Gagan Kanwar @gagankanwar
    5. 5. MOBILE PAID SEARCH – GROWING FASTER THAN DESKTOP SEARCH ACCOUNTS FOR MORE THAN HALF OF GOOGLE’S MOBILE BUSINESS GOOGLE’S MOBILE BUSINESS IS NOW ON AN $8 BILLION RUN RATE* *http://thenextweb.com/google/2012/10/18/googles-says-mobile-run-rate-up-2-5b-to-8b-including-google-play-profit-motorola-story-just-beginning/ @gagankanwar
    6. 6. MOBILE SEARCH TRENDS: SHARE OF PAID CLICKS (OCT 2011 – SEP 2012) BY JULY 2013, 30% OF GOOGLE’S US PAID SEARCH CLICKS WILL COME FROM SMART MOBILE DEVICES @gagankanwar
    7. 7. MOBILE SEARCH TRENDS: SHARE OF AD BUDGET (OCT 2011 – SEP 2012) BY MARCH 2013, SMART MOBILE DEVICES WILL MAKE UP 20% OF THE PAID SEARCH BUDGET FOR LARGE US ADVERTISERS 8 @gagankanwar
    8. 8. PERFORMANCE ACROSS DEVICES – CLICK THROUGH RATE SMARTPHONES OUTPERFORM TABLETS AND DESKTOP COMPUTERS ON CLICK THROUGH RATES 9 @gagankanwar
    9. 9. PERFORMANCE ACROSS DEVICES – COST PER CLICK SMARTPHONES OUTPERFORM TABLETS AND DESKTOP COMPUTERS ON COST PER CLICK 10 @gagankanwar
    10. 10. HOW CAN BRANDS PLAY? Sheryl Tullis @sheryltu
    11. 11. PROVIDE MOBILE-CONTEXTUAL RESULTS  Locale Google Now cards  Activity  Time of day  Device EXPERIENCE YOUR BRAND AS A SEARCHER IN A STORE, STADIUM, OFFICE, KITCHEN, TRAIN @sheryltu
    12. 12. HELP NEW UIS FIND YOUR SEARCHES CAPITALIZE ON THE UI EVOLUTION. PUBLISH RATINGS & REVIEWS. SIRI LIKES THEM. @sheryltu
    13. 13. MAKE MOBILE SEARCHES COUNT  Thumb-friendly CTAs: directions, map, hours, click to call  Local offers  Optimized landing pages (no Flash!) THINK THROUGH THE LOGICAL NEXT ACTION FOR EACH USER CONTEXT – THEN SURFACE IT IN THE SERP @sheryltu
    14. 14. THINK BEYOND THE BIG ENGINES DON’T MISS CHANNELS FOR CATEGORY-SPECIFIC SEARCH ON MOBILE WEB AND INCREASINGLY, IN-APP @sheryltu
    15. 15. EMBRACE SHOWROOMERS  More purchase from store’s own website than competitor’s  Competitor price, product reviews & product info = most frequent in-store searches SEAL THE DEAL! BOOST PURCHASE CONFIDENCE BY MAKING INFO, REVIEWS & PRODUCT COMPARISONS EASY TO FIND @sheryltu
    16. 16. WHICH BRANDS SHOULD PLAY? Gregg Hamilton @adgooroog
    17. 17. WHICH BRANDS SHOULD PLAY AND WHY? Product / Service Smartphones Tablets Phone provides Internet More screen real estate. Will surpass B2C (Consumer focused) access for many consumers PC / laptops in search volume Mobile = Local = Foot Traffic Owners = Early Adopters = Retail & Location based More affluent customers Usage peaks in evening PC usage peaks AM, tablet “After hours” usage peaks PM Again, phone = Internet Ad friendly media consumption Content Publishers access device, but 60% don’t support Flash B2B (field, IT, BDM ) Near 100% penetration Poised to replace laptops on desks @adgooroog
    18. 18. Product / Service Smartphones Tablets Shopping, services, hours, Information & reference, directions comparison shopping B2C Foot-traffic-dependent “Show & tell” products / services Retail & Location based Dining, entertainment, Comparison shopping, cooking, emergency, transport pay-per-view “After hours” Info on the go Subscription, research Content Publishers Supply chain, transport, Parallel ALL forms of desktop services, support, SFA browsing, shopping, research B2B @adgooroog
    19. 19. TEST AND LEARN CONSIDERATIONS LOWER CPC’S, HIGHER - Mobile traffic is cheaper than desktop CTR’S NOW - Test now while it’s still cheaper THUMB TYPING IS - Broad and location based matched recommended LESS RELIABLE - Minimized form text entry / menus etc. LESS SERP REAL ESTATE - Fewer ads = fewer winners ON PHONES - Compete or get shut out MORE FRAGMENTED - More versioning = higher setup costs MOBILE TRAFFIC - Less traffic = longer test periods @adgooroog
    20. 20. WHAT AND HOW SHOULD BRANDS MEASURE? Stephen Hall @SearchBloke
    21. 21. 24 PERFORMANCE ACROSS DEVICES Conversion Rates SMARTPHONES CONVERSION RATES ARE LIKELY UNDERCOUNTED DUE TO DIFFERENCES IN BUYER BEHAVIOR @SearchBloke
    22. 22. CROSS-SCREEN ATTRIBUTION  Google, Apple and Microsoft have the capability  Amazon & others could do it through apps, but need a lot of app-traction @SearchBloke
    23. 23. DEFINING SUCCESS FOR MOBILE  Understanding mobile search behaviors through segmentation AWARENESS [TV] CONSIDERATION [COMPARE TVS] PREFERENCE [COMPARE SONY TVS] PURCHASE [BUY SONY TVS] @SearchBloke
    24. 24. CONVERSION COMPARISON = ? @SearchBloke
    25. 25. DO MORE TOP FUNNEL MORE BOTTOM MOBILE CLICKS = FUNNEL ACTIVITY ? AWARENESS CONSIDERATION PREFERENCE PURCHASE @SearchBloke
    26. 26. DO MORE BOTTOM MORE MOBILE FUNNEL MOBILE CLICKS = PURCHASES ? $$$ @SearchBloke
    27. 27. DO MOBILE CLICKS MORE IN-STORE = VISITS ? @SearchBloke
    28. 28. MEASUREMENT TAKEAWAYS CAN’T TRACK ACROSS SCREENS - But can understand trends, or track through App TEST MOBILE SEARCH STRATEGICALLY - Use campaign flighting to understand the patterns UNDERSTAND HOW YOUR AUDIENCE - Navigational, research, purchase, real-world USE MOBILE SEARCH navigation, showrooming, @SearchBloke
    29. 29. LOOKING AHEAD
    30. 30. WHAT IS THE SINGLE BIGGEST OPPORTUNITY / CHALLENGE FOR BRANDS?
    31. 31. GOOGLE’S PPC PRICES FELL BY 15% OVER THE PAST YEAR - WHY AM I NOT EXPERIENCING THIS DISCOUNT?
    32. 32. Q&A
    33. 33. HOW WILL SIRI AND OTHER PERSONAL ASSISTANTS IMPACT SEARCH?
    34. 34. HOW WILL SIRI AND OTHER PERSONAL ASSISTANTS IMPACT SEARCH?
    35. 35. HOW CAN ADVERTISERS MAKE BETTER USE OF CONTEXT?
    36. 36. WHAT ADVICE WOULD YOU GIVE FOR IN- APP ADVERTISING?

    Editor's Notes

  • Voice, virtual assistants (siri), NUI
  • “clean-it” service which answered both emergency and renovation calls from businesses and consumers
  • Sears exampleCreate tools for easy product comparisonsBridge from online to physical storeMore likely to try other mobile services such as m-couponing, m-checkout (NFC) and location services such as check-ins
  • Leverage Kodak’s competitive price + mobile CTA to engage at POP
  • “Likely Undercounted” – how can you test to inform your planning for your brand?
  • Do mobile users convert at the same frequency as your desktop activity?Run full campaign on both and compare conversion rates
  • Does mobile search feed desktop purchase?Run paid campaign, then keep paid campaign running and run a mobile campaign see if desktop purchases are materially affected?
  • Does mobile search feed desktop purchase?Run paid campaign, then keep paid campaign running and run a mobile campaign see if desktop purchases are materially affected?
  • Does mobile search feed desktop purchase?Run paid campaign, then keep paid campaign running and run a mobile campaign see if desktop purchases are materially affected?
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