BrightEdge Share15 - S301: Mobile Friendly Momentum - Multi-Device Type Optimization & Measurement - Denis Scott

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The document discusses how companies can prepare to measure success in mobile marketing. It notes that mobile search is growing faster than desktop and has matched desktop search volumes. It emphasizes that companies need to ensure they have the right tools to properly measure mobile web and apps. It also stresses the importance of understanding the differences in user experience and behavior between mobile and desktop, and having a strategy that takes full advantage of opportunities in mobile like SEO, paid search, social media, and display advertising. Finally, it recommends keeping testing and learning from marketing efforts in mobile, understanding the value of mobile users, evolving tools and products to measure and create great user experiences.

The leading industry event by digital marketers for digital marketers
powered by BRIGHTEDGE
Mobile is sprinting ahead, are we prepared to
measure?
Denis Scott
Senior Director of Marketing

@brightedge #share15
OpenTable Background
1. OpenTable is part of the Priceline Group (PLCN)
2. The world’s leading provider of restaurant reservations
3. Founded in 1998 and seated over 830 million diners
4. Seat more than 16 million diners a month
5. Drive reservations at over 32,000 restaurants

@brightedge #share15
Mobile search is growing faster than ever before

@brightedge #share15
Mobile frequency far exceeds others platforms

@brightedge #share15
Mobile has now matched desktop searches….

@brightedge #share15
How do we measure success in mobile?
• Tools: Do we have the right tools to measure the shift to mobile?
• User experience: Do we understand the difference in user experience
with our products in mobile?
• Strategy: Do we have the right strategy to win in mobile going forward?

@brightedge #share15
Tools
• Make sure you can measure
mobile web and apps
correctly…rank
• Define key metrics like visits and
opens
• Understand users across
platform where you can
• What is different in mobile like
rank and Share of Voice

@brightedge #share15
User Experience
• Desktop has wider pages with often more content visible
• Mobile is smaller
experience with content
presented differently

@brightedge #share15
Strategy
• Sending traffic to right
experience? App vs Mobile
site
• Taking advantage of all
opportunities?
(SEO/Paid/Social/Display)
• Addressing user behavior in
mobile? Tend to be looking
for the concept of “now”

@brightedge #share15
Strategy
Understanding and
addressing the right search
terms and demand for the
mobile landscape

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