The document discusses the growth of mobile usage in Central and Eastern European countries from 2012 to 2013 based on survey data. It also examines trends in smartphone queries, clicks from mobile searches, and optimization strategies for mobile advertising campaigns, including adjusting ad text for user context, improving mobile website design, and using click-to-call and coupons. The presentation emphasizes the importance of mobile and providing value to users over short-term campaigns.
27. Online to store via mobile click to call:
Starwood Hotels
Goals
• Allow potential guests to bypass lengthy
forms
Results
• 200% increase in mobile traffic
• 20x increase in mobile paid search ROI
• 20% month to month mobile booking
growth
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40. Przy uruchomieniu pierwszej odsłony aplikacji głównym
założeniem było sprawdzenie, w jaki sposób grupa docelowa
wykorzystuje takie narzędzie.
Przy budowie wersji 2.0 postawiliśmy sobie bardziej policzalne
cele: osiągnięcie 200 tysięcy pobrań, podniesienie średnich
ocen aplikacji do poziomu 4.5/5.
Google Confidential and Proprietary
46. Coupons
Approach
• Offered $5 discount for customers
signing up from mobile devices
As a special mobile-only offer, sign up now
to receive your certificate for only $24.95
(normally $29.95)
Results
• 12% of total sales from mobile devices
• $5-off coupon increased sales initiated
from mobile by 35%
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52. Deliver value not campaigns
Mobile is not only about
engagement
Learn to use data
Knowledge is money
To do or not to do...?
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