6. Google’s Mobile Principles
• User Context vs. Device
• Tailored Messaging for User Context
• One Media Buy, All Devices
• Anticipate Consumers Needs before they Ask
Google Confidential and Proprietary
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7. We're On The Internet Twice As Much As We Were Just
Three Years Ago
Google Confidential and Proprietary
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8. We connect at any time, from anywhere, using a
variety of devices
Google Confidential and Proprietary
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9. Our behavior adapts to our situation…
as do our expectations
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10. There's a lot for marketers to consider...
Devices are evolving quickly
People are constantly switching
between devices
This presents new ways to measure
advertising effectiveness.
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11. The time is now.
Executives are highly mobilized – it’s up to B2B
services and vendors to meet this opportunity.
Google Confidential and Proprietary
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13. INTRODUCTION
01
02
WIN MOMENTS THAT MATTER
How does mobile change my value proposition?
03
MAKE BETTER DECISIONS
Is our organization adapting to mobile?
04
GO BIGGER, FASTER
How should our marketing adapt to mobile?
05
GO BIGGER, FASTER
How can we measure the full value of mobile?
WIN MOMENTS THAT MATTER
How does mobile impact our digital destinations?
CONCLUSION
Google Confidential and Proprietary
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14. Win moments that matter
01
How does mobile change
our value proposition?
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14
22. How does your
site appear to
MOBILE
USERS?
Source: Compuware study, 2011, eMarketer B2B study, Jan 2012
57%
won’t recommend
business with poorly
designed mobile site
40%
have turned to a
competitor after a bad
mobile experience
Google Confidential and Proprietary
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23. Adaptive B2B vendors are rewarded
66% say a mobile-friendly site makes them
more likely to reach out to a vendor
3 out of 4
executives say a bad
mobile experience
makes them less
likely to engage with
a vendor
61%
of executives will
visit a competitor’s
site instead
63%
expect a functionally
rich experience
similar to what they
experience on PCs
Source: The Connected Executive: Mobilizing the Path to Purchase, published by Forbes Insights in association with Google, 2013
Google Confidential and Proprietary
Image source: Nick Holroyd, The Noun Project
23
24. Mobile optimized site examples
Accenture
IBM
SAP
Google Confidential and Proprietary
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28. 91%
of Interbrand’s 2011
Best Global Brands
have presence in at least
one of the major app
stores
Source: Interbrand’s Best Global Brands, 2011
Google Confidential and Proprietary
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29. 1
Offer users entertainment,
utility, or both.
2
Design your apps for the largest
mobile platforms.
3
Promote your app.
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35. Questions you should be asking your organization
1
Is mobile a key metric in your management dashboard?
2
How often do you review your mobile stats, and who reviews them?
3
Who knows what % of traffic & search queries come from mobile?
4
Who’s watching traffic trends, people’s actions on your mobile site, mobile’s inclusion
in product launches and campaigns?
5
Which decisions would change if key business owners were given
timely mobile data?
6
Who’s monitoring your competition’s investment in mobile?
7
Who’s developing consumer insights through focus groups & surveys?
8
Which agencies are you relying on to help you make mobile decisions?
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36. Go bigger, faster
04
How should our marketing
adapt to mobile?
Google Confidential and Proprietary
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38. Google Enhanced Campaigns
Manage
campaigns
in less time
Location is
key
More leads
through
calls
Measure
cross-device
conversions
More
relevance,
more
conversions
Google Confidential and Proprietary
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44. $850k
Revenue Candy
Crush makes Daily
2+ Hours
Time spent in Apps
75%
of YouTube Mobile
users use mobile
as primary access
Google Confidential and Proprietary
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45. Users are most likely to see a display ad on their mobile devices
% OF USERS MAKING EYE CONTACT WITH ADS
91
%
3.8 sec
74%
50 %
0.5 sec
1.6 sec
Smartphone users are most likely to see a display ad | Desktop users are least likely to see a display ad
Smartphone users see display ads the longest | Desktop users see display ads the shortest
Source: Eye Square Eye Tracking Study, 2012
Base: Respondents with contact to GDN (n=46 smartphone, n=42 tablet and n=42 computer)
Percentage of Eye Contact = % of respondents who gazed at the ad.
Google Confidential and Proprietary
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46. Leverage the unique features of mobile and tablet
to create deeper connections with your users
Has eyes and
can see:
Has ears and
can listen:
Camera
Microphone
Is locationenabled and
knows where
you are:
Has a voice and
can speak:
Has skin
and can feel:
Speaker
Touch screen
GPS
Google Confidential and Proprietary
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47. UPS mobile auto-play interactive video ads
Interactive ads drive engagement and keep UPS top of mind
Google Confidential and Proprietary
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51. Go bigger, faster
05
How do you measure the
full value of mobile?
Google Confidential and Proprietary
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52. The Full Value of Mobile
Google Confidential and Proprietary
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53. New types of conversions
App download
& in-app
purchases
mCommerce
In-store
Call
Cross-device
Google Confidential and Proprietary
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54. Most advertisers frame mobile conversions too narrowly
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55. Best in Class mROI: adidas and iProspect
The Goal
Assign value to store locator
clicks
The Method
20%
of people who click on the
Store Locator go in store.
20%
converted into an InStore sale.
$80 Value
Average Order
$3.20
“Not only are we able to
drive direct mobile
revenue, but there’s an
estimated in-store revenue
associated as well with our
mobile spend”
— Chris Sinclair, Client Service
Director at iProspect
Earned for each Store
Google
Locator clicks Confidential and Proprietary
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56. Introducing the Full Value of Mobile Calculator
Google Confidential and Proprietary
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61. Conclusion
Mobile represents a sociological shift with
how users relate with both the digital and
physical world
Businesses that
understand this will win
Google Confidential and Proprietary
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