This document discusses 5 creative ways to win in mobile: 1) Google Now provides personalized information to users; 2) Google Wallet allows mobile payments; 3) Chrome Experiments tests new features; 4) Field Trip provides local information and points of interest; 5) Google Glasses offers an augmented reality headset. It emphasizes defining value through customer mobile engagement, optimizing digital destinations for mobile, assessing organizational mobile adaptation, measuring the full value of mobile including in-store impact, and using mobile for branding experiences.
Bricks and Mobile - Brand in Hand- How Brands Can Influence the Shopping TripRemodista
While retailers have traditionally controlled the shopping experience, mobile marketing allows brands to provide shoppers with additional information to influence the purchase. Learn how brands are embracing the channel by looking at successful experiences that vary by low- and high-involvement categories, outside and within the store and across tactics from text messaging to the latest location-based apps. Understand how to prioritize solutions for your brand, which content to provide and how to leverage partnership opportunities with retailers and third party apps like ShopKick and FourSquare.
Buying a car isn't just about price -- a dealer's brand and reputation matter. Cars.com shares insights into consumer behavior when it comes to shopping for new vehicles.
Bricks and Mobile - Brand in Hand- How Brands Can Influence the Shopping TripRemodista
While retailers have traditionally controlled the shopping experience, mobile marketing allows brands to provide shoppers with additional information to influence the purchase. Learn how brands are embracing the channel by looking at successful experiences that vary by low- and high-involvement categories, outside and within the store and across tactics from text messaging to the latest location-based apps. Understand how to prioritize solutions for your brand, which content to provide and how to leverage partnership opportunities with retailers and third party apps like ShopKick and FourSquare.
Buying a car isn't just about price -- a dealer's brand and reputation matter. Cars.com shares insights into consumer behavior when it comes to shopping for new vehicles.
Before long, all shoppers will be mobile shoppers. The answers about how to win with mobile shoppers are not about technology. It’s not about mobile sites versus apps, iPhone versus Android or even retailers versus manufacturers. The answers are found by looking through the eyes of the mobile shopper.
8 Signs You May Be Leaving Revenue on the Table. Hayley Silver, VP of Bizrate Insights & Carly Rosenberg, GM & CMO of Bluefly presented at IRCE 2015 about ways to optimize your users mobile ecommerce experience & red flags to look out for in mobile.
Berkshire Digital - The Future of Ecommerce: 2013 and beyondBerkshire Digital
James Gurd of Digital Juggler presented to Berkshire Digital on 17th January on the Future of Ecommerce. Sponsored by Cranberry Panda, the event was a great success. The accompanying podcast can be downloaded by visiting www.berkshiredigital.org
Big wins are to be had by travel merchants that capitalize on this enthusiasm for mobile and integrate a seamless payment flow into their mobile experience. But while some industry leaders are already reaping the rewards, it is still early days for mobile payments in travel. Adyen's Mobile Payments Index - Travel Edition provides a detailed breakdown of travel mobile payments and insights direct from industry experts.
Two part talk:
1. HTML5 vs Native debate if you are doing more than a form app. Hint: Stop emulating desktops - that game is over.
2. StreetHawk as an MBaaS soution specific for venues and retailers.
Coupons 2.0 – How Shoppers Are Leveraging the Network to Beat Retailers At Their Own Game
Coupons are on an upswing, driven largely by the internet, mobile, and the recession. But Coupons 2.0 are more than just the lure of "easy freebies." Coupons 2.0 are also about the enormous social access that the Internet and devices have unlocked for users, as well as the coupling with people's innate cultural need to "get over" on systems. Coupons 2.0 is about the new power of networks to enable shoppers to beat retailers at their own game.
Fallon's digital strategists Sarah Crist (@scrist5) and Liz Giel (@lizgiel) reveal the drivers of success for enabling Coupons 2.0 thinking on your brands and demonstrate how the art of the bargain is evolving the retail model and commercial creativity.
Retail Relevance: No Longer A Matter of Bricks vs. Clicks Clear
As consumer behavior and expectations continue to blur the line between e-commerce and brick-and-mortar retailers, the distinction between the two models is no longer simple. New research from Clear suggests that tomorrow’s successful brands will be defined by how proactively and nimbly they capitalize on change – not by the degree to which they depend on physical or online experiences.
Mobile Shopping Fall 2012 Conference AgendaAmanda Aslan
Mobile Shopping Fall (October 22-24, 2012 in Austin, TX) is the leading US event where e-commerce and marketing professionals meet to discuss best tactics for maximizing engagement and driving consumers to point-of-sale via their mobile devices.
Learn detailed strategies from industry-leaders in retail, auto, food and beverage, travel, consumer electronics, and MORE.
Guía para tener éxito con la audiencia móvil - Cortesía Google - GABATEK.comGabatek .com
Google presenta la guía para ayudar a las empresas y negocios a tener éxito con la audiencia móvil. Con el gran crecimiento en la utilizacion de celulares y tablets, las empresas han tenido que adaptarse al gran cambio y es realmente una excelente oportunidad para que las empresas aprovechen la tecnología. http://gabatek.com
Before long, all shoppers will be mobile shoppers. The answers about how to win with mobile shoppers are not about technology. It’s not about mobile sites versus apps, iPhone versus Android or even retailers versus manufacturers. The answers are found by looking through the eyes of the mobile shopper.
8 Signs You May Be Leaving Revenue on the Table. Hayley Silver, VP of Bizrate Insights & Carly Rosenberg, GM & CMO of Bluefly presented at IRCE 2015 about ways to optimize your users mobile ecommerce experience & red flags to look out for in mobile.
Berkshire Digital - The Future of Ecommerce: 2013 and beyondBerkshire Digital
James Gurd of Digital Juggler presented to Berkshire Digital on 17th January on the Future of Ecommerce. Sponsored by Cranberry Panda, the event was a great success. The accompanying podcast can be downloaded by visiting www.berkshiredigital.org
Big wins are to be had by travel merchants that capitalize on this enthusiasm for mobile and integrate a seamless payment flow into their mobile experience. But while some industry leaders are already reaping the rewards, it is still early days for mobile payments in travel. Adyen's Mobile Payments Index - Travel Edition provides a detailed breakdown of travel mobile payments and insights direct from industry experts.
Two part talk:
1. HTML5 vs Native debate if you are doing more than a form app. Hint: Stop emulating desktops - that game is over.
2. StreetHawk as an MBaaS soution specific for venues and retailers.
Coupons 2.0 – How Shoppers Are Leveraging the Network to Beat Retailers At Their Own Game
Coupons are on an upswing, driven largely by the internet, mobile, and the recession. But Coupons 2.0 are more than just the lure of "easy freebies." Coupons 2.0 are also about the enormous social access that the Internet and devices have unlocked for users, as well as the coupling with people's innate cultural need to "get over" on systems. Coupons 2.0 is about the new power of networks to enable shoppers to beat retailers at their own game.
Fallon's digital strategists Sarah Crist (@scrist5) and Liz Giel (@lizgiel) reveal the drivers of success for enabling Coupons 2.0 thinking on your brands and demonstrate how the art of the bargain is evolving the retail model and commercial creativity.
Retail Relevance: No Longer A Matter of Bricks vs. Clicks Clear
As consumer behavior and expectations continue to blur the line between e-commerce and brick-and-mortar retailers, the distinction between the two models is no longer simple. New research from Clear suggests that tomorrow’s successful brands will be defined by how proactively and nimbly they capitalize on change – not by the degree to which they depend on physical or online experiences.
Mobile Shopping Fall 2012 Conference AgendaAmanda Aslan
Mobile Shopping Fall (October 22-24, 2012 in Austin, TX) is the leading US event where e-commerce and marketing professionals meet to discuss best tactics for maximizing engagement and driving consumers to point-of-sale via their mobile devices.
Learn detailed strategies from industry-leaders in retail, auto, food and beverage, travel, consumer electronics, and MORE.
Guía para tener éxito con la audiencia móvil - Cortesía Google - GABATEK.comGabatek .com
Google presenta la guía para ayudar a las empresas y negocios a tener éxito con la audiencia móvil. Con el gran crecimiento en la utilizacion de celulares y tablets, las empresas han tenido que adaptarse al gran cambio y es realmente una excelente oportunidad para que las empresas aprovechen la tecnología. http://gabatek.com
Jason "Retailgeek" Goldberg presents the "Era of the Empowered Shopper" at the CrossView CrossChannel Executive Summit in Greenbrier , Virginia on May 2011.
Retail Mobility: Welcoming the consumer on mobile[x]cube LABS
Our Whitepaper focuses on retail mobile solutions and endeavors to decipher the reasons behind retailers taking the mobile plunge, the seismic shift in the consumer behavior, the growth engines behind retail mobility,
opportunities, challenges and advantages for various stakeholders and a look into the days ahead.
Now days mobile marketing is one of popular marketing method which is using allmost business industries and growing up due to vast mobile world and Institute Of Digital Marketing(IDM) provides courses like mobile marketing, mobile training and digital marketing and more.IDM also provides 100% Written Job assurance via offline training.
http://digitalmarketing.ac.in/
SoMoLo 101: Who, What, Why (Why Not), and How to Fulfill Fashion’s SoMoLo Imp...RedPrairie
Facebook. Twitter. Pinterest. iPad. Android. Foursquare. Fashion consumers in greater and greater numbers are embracing social, mobile, and local technologies to enhance their fashion shopping journeys. They have, in fact, issued a SoMoLo imperative. The time for fashion brands and retailers to respond is now. Dave Bruno, Director of Commerce Studies for RedPrairie and Editor of CommerceInMotion.com, digs deep into the behaviors and expectations of this new breed of fashionista, including several tips and tools to help you earn a place in their digital portfolio.
A presentation about the growing trend of mobile usage and the opportunities for marketers in the mobile industry.
If you are trying to get started in mobile marketing, this is a good one for you!
Similar to The Mobile Playbook: 5 Creative Ways to Win in Mobile (20)
8. WIN MOMENTS THAT MATTER
01 How does mobile change my value proposition?
WIN MOMENTS THAT MATTER
02 How does mobile impact our digital destinations?
MAKE BETTER DECISIONS
03 Is our organization adapting to mobile?
GO BIGGER, FASTER
04 How can I measure the Full Value of Mobile?
GO BIGGER, FASTER
05 How can I use mobile for Branding?
www.themobileplaybook.com 8
11. USE SMART
53%
of men
PHONES
to check prices at
other locations
38%
of women
Source: Insight Express, 3Q 2011
www.themobileplaybook.com 11
12. AMAZON
Shoppers can scan in-store
barcodes to create
comparative price lists
“The four walls of the store have become porous.”
www.themobileplaybook.com 12
13. KEY TAKEAWAY
Define your value prop by finding out how your
customer wants to engage you in mobile
www.themobileplaybook.com 13
15. 67%
more likely to buy a
product or use a
How does your service on a mobile
optimized site.
site appear to
MOBILE
USERS? 79%
will turn to a
competitor’s site after
a bad mobile
experience
Source: What users want most fro m Mobile Sites Today, Google &Sterling, 2012
www.themobileplaybook.com 15
16. Zazzle
Mobile sales boosts 186%
thanks to mobile optimized
site
BEFORE AFTER
www.themobileplaybook.com 16
21. From Apps
In-store Cross device
www
On mobile web
Click-to-Call
Mobile is Spurring
New Types of
Conversions
www.themobileplaybook.com
The Full Value of Mobile 21
22. Assigning Value of Mobile Conversions
adidas and iProspect
The Goal The Method
Assign value to store locator clicks
20%
of people who click on the
“Not only are we able to
Store Locator go in store.
drive direct mobile
revenue, but there’s an
estimated in-store
20%
converted into an In-
revenue associated as
well with our mobile
Store sale.
spend”
$80
Average Order Value
— Chris Sinclair, Client Service
Director at iProspect
$3.20
Earned for each Store
Locator clicks
22
The Full Value of Mobile
26. KEY TAKEAWAY
As you create branded experiences in
mobile, use mobile advertising to promote these
and maximize your reach.
26
27. Conclusion
Mobile represents a sociological shift
with how users relate with both the
digital and physical world
Businesses that
understand this will win
www.themobileplaybook.com 27
28. www.themobileplaybook.com
Available across all screens
If you can, check out the site from your tablet device
www.themobileplaybook.com 28
Editor's Notes
Hi, my name is Brendon Kraham and I lead the Global Mobile Solutions at Google. To start I wanted to share with you some of the latest mobile innovations that are really on the cutting edge - that you may or may not have heard of yet. When you think about it, this truly is science fiction, except it’s not: think about it: you can talk to your phone and it will give you an answer, you can use your phone as a touristic guide as you walk down the street. Let’s take a closer look at the latest mobile innovation and what they mean for users:
Mobile can make your life easier and become become your closest technological companion that gets to know you. We recently introduced Google now, a totally new experience, giving you just the right information before you’ve even asked -- no digging required. Note for BK [video]
We’re just at the beginning of the next big shift in commerce and the opportunities for consumers and businesses are enormous. Our goal is to help people turn their intentions into actions, quickly and easily, while enabling merchants to connect with customers in new and innovative ways.One of latest launch in this space includes the ability to use any card when you shop in-store or online with Google Wallet. This new, cloud-based version of the Google Wallet app supports all credit and debit cards from Visa, MasterCard, American Express, and Discover.Another interesting innovation relates directly to mcommerce: When shopping from a phone, using a credit card can be a painful. In fact, the typical purchase has 17-20 fields to fill and 7-10 clicks and scrolls, all on a small phone screen!In order to ease the pain of online shopping for both shoppers and merchants, we’ve also introduced a new Google Wallet API that can improve the checkout process: when users log into Google Wallet, there is no need to enter a 16 digit credit card number or other payment information -- it is already securely stored in Google Wallet.
Browsers are awesome. The latest open technologies, including HTML5, WebGL can do some beautiful, magical, crazy things. we created this website to provide inspiration for anyone interested in experimenting creatively with the mobile web. This open new doors for endless creativity to marketers and agencies.
Mobile is bridging the gap between online and offline world. Here is a cool example of a new mobile app that we launched just last September. FiedTrip enable users to uncover cool stuff hidden in the world around you, whether that’s history, architecture, art, food, or entertainment.
The archetype of this constant connectivity beyond the touch screen is probably Google Glasses, our internet-enabled glasses. It’s a technology, that helps you explore and share your world. The goal with this project is that technology gets out of the way while letting users enjoy and share daily life moments. [Video]
i just showed you just a few of the new exciting consumer offerings from Google on mobile. But we know that you are all here representing businesses and trying to figure out how to craft a mobile strategy so you can lead instead of follow as your consumers become more and more mobile-first. So what doesall this mean for you? It is clear that Mobile represents a sociological shift in how users relate to both the digital and physical world. You should no longer be asking,"Why should I invest in mobile?" but instead they are asking, "How should I invest in mobile?" Let’s talk about 5 crucial mobile questions every business executive should be asking today and shares examples of businesses that are leveraging innovative, breakthrough mobile marketing successfully.
Here’s a quick overview of the 5 questions we’ll be walking through.
To start, let’s pose the first question, “How does mobile change our value proposition?”Consumers can now use smartphones and tablets to interact with businesses 24/7, from anywhere -- at home, at work, on a bus. Here are some more examples of brands that have thought deeply about what their consumers want from mobile, and then proceeded to deliver it.
Both Hotels.com’s mobile website and the extreme marketing they utilize to promote it (their ads feature a video of a man literally booking a room from his mobile device while skydiving) both demonstrate their firm grasp of their basic value proposition to business travelers: the ability to book rooms quickly and easily.
Almost half of all consumers use smartphones for in-store product research and browsing, and according to InsightExpress, 53% of men and 38% of women say they use smartphones in-store to check prices at other stores.
Retailers have no choice but to react to this highly disruptive “showrooming,” which turns physical locations into showrooms for products destined to be purchased online or via mobile. Apps like Amazon’s Price Check let shoppers take product snapshots or scan barcodes to generate comparative price lists from multiple retailers. IDC Retail Insights summed it up nicely in a recent Wall Street Journal article: “The four walls of the store have become porous.” 39% of walk-out incidents -- the moments when shoppers leave without making a purchase -- were influenced by smartphone usage according to one study; 12% checked other online retailers’ prices, while 8% checked availability at other stores.And this trend will only increase as the information advantage shifts ever further in the direction of the buyer. Over the 2011 holiday season, for instance, Amazon promoted Price Check by offering $5 off any purchase made by scanning a product in-store and then buying it from Amazon via mobile.
Note to presenter: If giving a client presentation, use this slide as an opportunity to have a discussion with the client around this key takeaway. What is the current status for this client on this topic? What would be ideal?We’ve discussedwhat your value proposition means for your mobile consumer; now it’s time to consider how you engage them via a mobile-optimized site.
Do you have a mobile-optimized website? If you don’t, this should be your top priority for engaging mobile customers.
The fastest path to mobile customers is through a mobile-friendly site. If your site offers a great mobileexperience, users are more likely to make a purchase. 67% of mobile users say that when they visit a mobile-friendly site, they’re more likely to buy asite’s product or serviceA great mobile site experience is becoming increasingly important, and users will keep looking for amobile-friendly site until they find one that works for them. That means your competitors will benefit if yoursite falls down on the job (and vice versa). 79% of people who don’t like what they find on one site will go back and search for another site
Never stop optimizing your site based on what you learn from user interactions; even great mobile sites usually have plenty of room for improvement. Six years ago, 1-800-Flowers.com become one of the first e-tailers to dive into mobile, with an optimized website and apps across multiple mobile platforms. Their test-and-iterate model has since evolved into a sophisticated mobile strategy that includes analyzing mobile site traffic, benchmarking against other e-tailers, and, just last fall, working with mobile vendor Moovweb to launch an enhanced smartphone-optimized site whose key features include “Find a Gift Fast,” which connects shoppers with local flower arrangements, deep linking functionality to ensure that searches land on the mobile site, and an enhanced calendar to help users figure out shipping and other costs. What was the impact? Increased conversionsand time spent on-site up 25% from the original mobile site.
Once you’ve built your mobile site, your next step is to start using apps to enrich your relationships with your users.A full 91% of companies featured in Interbrand’s 2011 Best Global Brands have a presence in at least one of the major app stores -- a figure that’s up 51% from 18 months ago. Let’s be clear, though: having an app is not the same as having a mobile strategy. An app is essentially a bookmark for users who want to engage with you, but the majority of your traffic is likely coming from the web, not from brand-loyal power users who’ve downloaded your app. Your mobile website is also accessible by users across all devices, while apps must be designed for specific platforms.here are one example of a brand brands that is doing apps right:Domino’s mobile app lets customers order “more than 1.8 billion pizza combinations” from anywhere, and follow their order’s step-by-step progress with the Domino’s Live Pizza Tracker.
The next question we’d like you to ask yourselves is a simple one: Is our ORGANIZATION adapting to mobile?
Our recommendation, at its most basic level, is a simple one: We encourage the appointment of a Mobile Champion within your organization. This person should gather a cross-functional mobile task force to work to determine your company’s approach for each of the questions listed. Benchmark your competition, understand how your customers use mobile through focus groups and surveys, set aside budget, talk to your agency partners, and brainstorm internally.
Let’s talk now about how you measure, track and evaluate your mobile marketing investment
As you’ll soon see mobile-led conversions are real, work and drive real business value. With mobile we’re no longer just seeing a linear path to purchase that ends with an e-commerce purchase on the same device. While many users do start their journey on mobile and complete purchases on the phone, many also start on mobile and end up buying at a physical location or on different devices.We’re seeing that mobile is spurring different types of conversions, both online and offline: click to call, cross device, from apps, in-store, on mobile web
As we’ve shown earlier in this section, advertisers are embracing mobile as part of their brand building efforts. The fact that mobile was a category at Cannes for the first time signals that mobile has truly arrived as a creative platform. Let’s take a closer look at what makes mobile so unique as a creative canvas, and how this creates unprecedented ways to engage consumers.
As we’ve shown earlier in this section, advertisers are embracing mobile as part of their brand building efforts. The fact that mobile was a category at Cannes for the first time signals that mobile has truly arrived as a creative platform. Let’s take a closer look at what makes mobile so unique as a creative canvas, and how this creates unprecedented ways to engage consumers.
One excellent example of what’s possible with mobile display ads is the memorable Coke campaign “Hilltop” with the “I’d like to buy the world a coke” messaging that was re-imagined for today’s digital world. Viewers of the mobile display ads were able to virtually send a coke to someone across the world through special vending machines located throughout the world with personalized messages and receive video responses. Take a look at the rich-media mobile ad campaign here
What better way to take a hurt kid’s mind off their boo-boo than this augmented reality Magic Vision app featuring the Muppets? After applying the bandage, children can use the app to interact with Muppets.
While we encourage advertisers to push the limits of branded experiences in mobile, whether it’s a mobile site or app, brand owners should be mindful to activate these experiences through mobile advertising to ensure that they drive enough reach and awareness of these innovative touchpoints.
Hopefully by now you’re ready and eager to wield mobile tools to make your brand more valuable to increasingly tech-savvy consumers and spawn innovative marketing strategies that connect you with your customers in new ways. Imagine what you might be able to accomplish this year if you start right now.Start how? Just keep asking the questions we cover here, work closely with your Mobile Champion, and keep your eyes on the rising mobile tide. At Google, we believe that mobile represents a sociological shift with how users relate with both the digital and physical world. Businesses that understand this will win.
Thank you for your time. Note that a full version of the Mobile Playbook can be accessed online at www.themobileplaybook.com, across all screens. Be sure to check out the site from a tablet device especially!