capture the mobile moments with - eteamsys · 2017-11-27 · customer, opt into mobile search drive...

Confidential & Proprietary

Capture the mobile moments with

Google Confidential and Proprietary

Pieter Boon - Agency Development Manager


We’ve come a long way


The Response: Take search from react to suggest


The Mobile Consumer

Introducing Micro Moments

Driving Performance on Mobile

Agenda



The Mobile Consumer



Mobile adoption accelerates change

people withsmartphones globally

1.5B 74%of people say their phone “never leaves their side”


30%of Belgian Smartphone users

got phone this year

55%of Belgians have a Smartphone


Connect with consumers throughout the day

6:00am 12:00pm 6:00pm 12:00am

Mobile

TV

Mobile has shifted consumption habits

Source: YouTube Media Consumption StudyGoogle Confidential and Proprietary


Introducing Micro Moments



Buy festival tote for Coachella next weekend11:15pm

On the bus, read about Coachella lineup8:42am

Use flashlight app to find dropped earring11:09pm

At bus stop, listen to new music playlist 8:30am At work, book

Coachella tickets11:36amOn bus, check email

for sales this weekend5:29pm

Browse festival styles on YouTube7:15pm

Wake up and check today’s weather6:50am

At lunch, play Scrabble while waiting in line1:33pm

Use maps to get directions to Creole food truck 1:13pm220X

per day

Source: , Tecmark, May 2014.


Moments7:05am Text Karen

7:45am Check time

8:12am Post my breakfast

9:03am Read text from Karen

1:23pm Text Jim

3:29pm Read text from Jim

5:38pm Take picture of traffic

5:40pm Post picture of traffic


7:15am Find brunch place

7:53am Watch how-to fix faucet video

8:59am Research vacation destinations

10:07am Read about best running shoes

1:23pm Watch “How to tie a bow-tie” video

5:38pm Look up mortgage rates

Micro-moments


MICRO−MOMENTSTHE NEW OPPORTUNITY FOR ADVERTISERS

Confidential & ProprietaryGoogle Confidential and Proprietary

Driving Performance on Mobile


LEVERAGING MOBILE

Be There Be Relevant Be Optimized

For Constantly Connected Customers

Engage New Consumer Contexts

Measure All Conversions


LEVERAGING MOBILE

Be There



Being there means having an optimized web presence and ad strategies across all devicesThe same consumer accesses your site from multiple devices


Keep it Simple


86%

14%

Venturbeat article: http://venturebeat.com/2013/04/03/the-mobile-war-is-over-and-the-app-has-won-80-of-mobile-time-spent-in-appsTime spent stats: http://www.flurry.com/bid/109749/Apps-Solidify-Leadership-Six-Years-into-the-Mobile-Revolution#.U44l461dVX4

TIMESPENTON SITES

TIMESPENTON APPS

“Apps continued to

cement their lead, and

commanded 86% of

the average US mobile

consumer’s time”Flurry 2014/04/01

“The mobile war is over and the app has won”venturebeat.com 2013/04/03

Headlines suggest mWeb is dead...

http://venturebeat.com/2013/04/03/the-mobile-war-is-over-and-the-app-has-won-80-of-mobile-time-spent-in-apps

http://www.flurry.com/bid/109749/Apps-Solidify-Leadership-Six-Years-into-the-Mobile-Revolution#.U44l461dVX4


… but the data tells a very different story

86%

14%

% of users on sites vs apps stats: Google/Ipsos Multiscreen Industry Study (to be published)Time spent stats: http://www.flurry.com/bid/109749/Apps-Solidify-Leadership-Six-Years-into-the-Mobile-Revolution#.U44l461dVX4

40%GAMING & ENT.

28%SOCIAL

20%

MOST OF THIS ENGAGEMENT IS WITH ENTERTAINMENT & SOCIAL APPSFlurry 2014/04/01

TIMESPENTON SITES 94%

OF USERSRELY ON SITES*FOR COMMERCIAL TASKS

MORE TIME MAY BE SPENT IN APPS

BUT MOST TASKS ARE DONE WITH SITES

http://www.flurry.com/bid/109749/Apps-Solidify-Leadership-Six-Years-into-the-Mobile-Revolution#.U44l461dVX4


To never miss an opportunity to engage a customer, opt into mobile search

Drive Incremental Mobile Traffic

Today 20% of queries on Google Search in Belgium occur on smartphones

By 2016 we expect that 1 out 3 searches will be done by a Smartphone

BE THERE

* Based on Google Internal data


LEVERAGING MOBILE

Be Relevant



Context & Audience are drivers of Relevance

Belgian chocolate pralines Belgian chocolate pralines


Boost relevance with customized mobile ads and extensions

Calls In-StoreOnlinesales

Cart (1)

Appdownloads

Shopping


LEVERAGING MOBILE

Be Optimized


Confidential & ProprietaryConfidential & Proprietary

Measuring the Full Value of Mobile

MACRO CONVERSIONS MICRO CONVERSIONS

563On Phone Number

34Social actions

26Catalogus Downloads

19Contacts

864Clicks on Store Locator


LEVERAGING MOBILE

Be There Be Relevant Be Optimized





Questions?



Merci


capture the mobile moments with - eteamsys · 2017-11-27 · customer, opt into mobile search drive...

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