The document discusses the evolution and significance of mobile technology since 2009, emphasizing its integration into consumers' daily lives and the need for businesses to adapt their marketing strategies accordingly. It highlights effective mobile advertising techniques and the importance of measuring various conversions to assess the return on investment for both e-commerce and brick-and-mortar businesses. Key takeaways include the necessity of mobile-ready campaigns, aligning website expectations with user behavior, and tracking every relevant user action.

1. Mobile Day
20 november 2014

2. Hi! I’m Lieselotte.

3. Hi! I’m Kenneth.

4. We work at Wijs
A digital Agency in Ghent

5. Mobile
is boring

6. !
‣ 2009: the year of mobile
‣ 2010: the year of mobile
‣ 2011: the year of mobile
‣ 2012: the year of mobile
‣ 2013: the year of mobile
‣ 2014: the year of mobile

7. →

8. Smartphones/tablets
became your
life companion

9. The consumer is …

10. The consumer is …
always connected

11. The consumer is …
always connected
always on

12. The consumer is …
always connected
always on
all over the place

13. every
marketeer

14. RIP AIDA

15. RIP SILO
Team Traffic
Team Website
Team Conversion
Team Usability

16. RIP simplicity

17. RIP simplicity

18. It’s all about
continuity,
context and
relevance

19. But what possibilities do we have in Search
Engine Marketing to makes this a reality?

21. An
e-commerce
website
A
brick-and-mortar
website

22. Mobile growth of Meubis

23. Mobile growth of Van Marcke

24. Mobile advertising
Get it right.

25. Mobile advertising
‣ Focus on mobile behaviour!
‣ Brick and mortar: often focused on connecting
with or finding info on stores
‣ E-commerce: browsing / saving for later >>
buying

26. KEEP
IT
SHORT &
SIMPLE

28. MOBILE ADS

29. Mobile preferred
callout extensions

30. Call Extensions

31. Mobile preferred
Ad Extensions

33. LOCATION
EXTENSIONS

34. Results

35. !
Meubis' call extensions delivered 3.892 direct calls
since January 2014.
!
!
!
!

36. Results
Van Marcke's location extensions received 191.151
impressions and 19.281 clicks since January 2014.

37. Don't disappoint your
customer.
Get it right after the click.

38. Mobile-first design
Checklist:
☑ Most important info first
☑ Easy navigation
☑ Clear call-to-actions
☑ Performant site search
...

39. Track every action that
matters to you.

40. Appointments
Contact page or form
Clicks on e-mail address
Use of store locator
...

41. Phone number clicks
Call back forms
...

42. Wishlist / bookmarks
Catalogue downloads
Account creations
Mail subscriptions
Social actions
...

43. What is the return of
mobile advertising?

44. E-commerce: easy.

45. 1 7,44
3,71
Return on ad spend
1

46. Brick and mortar: value
every conversion.

47. 703
Appointments or
contact
7.348
Clicks on
phone number
Map all your conversions
MACRO CONVERSIONS MICRO CONVERSIONS
41.002
Views of
location details
15.809
Catalogue
downloads

48. Value each converDsEio WnA aApRpDrEo pVrAiNat MelOyBIEL
1 augustus 2014 - 31 oktober 2014
Ingevulde contactformulieren
Bezoek winkeldetails
locatie-extensies
Bezoek winkeldetails
Klikken op oproepextensies
Oproep vanop de website
Sociale acties
Downloads van brochures
22 681 220 6.810
9
61
893
87
9 6
938 3.758
3.976 32.330
6.257
NA
NA
18
288
180
9699
0
0
NA
3040
10
2
5
5
1
90
305
1786
435
48 0
0
18
2880
900
19398
0
0
0
3040
DE WAARDE VAN MOBIEL
1 augustus 2014 - 31 oktober 2014
Ingevulde contactformulieren
Klikken op locatie-extensies
Klikken op oproepextensies
Oproep vanop de website
Sociale acties
Downloads van brochures
9
61
893
87
9 6
18
288
180
9699
0
0
NA
3040
10
5
2
5
5
1
1
90
305
1786
435
48 0
0
18
2880
900
19398
0
0
0
3040
1.091
0
Filled out contact forms
Clicks on location extensions
Use of store locator
Clicks on call extensions
Calls from website
Catalogue downloads
5
2
5
5
94 15.715 1
4.690 18.790
7.952 64.660
12.514 0
5.455 0
94 15.715

49. DE WAARDE VAN MOBIEL
1 augustus 2014 - 31 oktober 2014
Mobiele Waarde
Mobiele Investering
3114 Euro
1246 Euro
Desktop/Tablet Waarde
Mobiele Mobiele ROI ROI = = +150%
+150%
26218 Euro
Desktop/tablet waarde
Desktop/Tablet Investering
Desktop/Desktop/Tablet Tablet ROI ROI = = +30%
19908 Euro
Mobiele waarde 30.925 €
Mobiele investering 12.370 €
105.975 €
Desktop/tablet investering 80.469 €

50. Mobile will continue to rise.

51. Mobile is not new. Users are
simply evolving, and so should you.

52. Mobile is becoming a bigger
part of the picture.

53. 5 Key takeaways
‣ Mobile is still growing rapidly and will continue to
(No wait, that's not a takeaway. You already knew that.)

54. 5 Key takeaways
‣ Mobile is still growing rapidly and will continue to
(No wait, that's not a takeaway. You already knew that.)
‣ Users behave differently on mobile (For real??)

55. 5 Key takeaways
‣ Mobile is still growing rapidly and will continue to
(No wait, that's not a takeaway. You already knew that.)
‣ Users behave differently on mobile (For real??)
‣ Make your search engine advertising campaigns mobile-ready

56. 5 Key takeaways
‣ Mobile is still growing rapidly and will continue to
(No wait, that's not a takeaway. You already knew that.)
‣ Users behave differently on mobile (For real??)
‣ Make your search engine advertising campaigns mobile-ready
‣ Match your website with the expectancy of your mobile
visitors

57. 5 Key takeaways
‣ Mobile is still growing rapidly and will continue to
(No wait, that's not a takeaway. You already knew that.)
‣ Users behave differently on mobile (For real??)
‣ Make your search engine advertising campaigns mobile-ready
‣ Match your website with the expectancy of your mobile visitors
‣ Measure every relevant action, no matter how small

58. 5 Key takeaways
‣ Mobile is still growing rapidly and will continue to
(No wait, that's not a takeaway. You already knew that.)
‣ Users behave differently on mobile (For real??)
‣ Make your search engine advertising campaigns mobile-ready
‣ Match your website with the expectancy of your mobile visitors
‣ Measure every relevant action, no matter how small
‣ Calculate the full value of mobile advertising

59. Questions?
‣ Lieselotte Van Tieghem
‣ lieselotte.vantieghem@wijs.be
!
‣ Kenneth Tallir
‣ kenneth@wijs.be
‣ be.linkedin.com/in/kennethtallir
‣ twitter.com/kenneth_tallir