revolt breakfast club with google about mobile marketing

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TODAYIntroductionMobile Moments Thomas Bering, GoogleQ&ANext Month


Confidential + ProprietaryDigital first agency.


"maximize our creative impact."TINA ALLAN, HEAD OF DATA SOLUTIONS, BBDOQUOTE SLIDE

Confidential + Proprietarymaximize the creative impact.QUOTE SLIDE


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STRATEGY & INSIGHTSCREATIVE & CONTENTACTIVATION & TECH


Creative/MobileMoments that MatterThomas BeringHead of PerformanceGoogle



"The essential problem is that big companies are not thinking about mobile in the right way, [...]. They're thinking of it as an extension of digital, just a way to reach consumers. They're not thinking of it in a way that changes their businesses or adds values in a way they weren't able to do previously."

Sir Martin Sorrell, chief of WPPSource: Are we heading for a new, grey-tinged golden age of creativity?

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Confidential + ProprietaryA/B testing mostly has its focus on improving the user experience when visiting sites and apps. Of course you can also A/B test the speed of a site. For mobile the challenge is that users are often confronted with mobile unfriendly sites (at its simplest level) or desktop inspired design (at a more fundamental level).

Digital media cross screens outweighs TV viewing, but theres more!

5.09 hours2.54 hours2.12 hours

4.11 hours

1.27 hours

0.30 hours

Source: eMarketer Oct 2015Incremental 52 minutes in the last 4 years

Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat semProprietary + Confidential

So with all this going on its no surprise that time spent consuming digital media is now greater than TV and any other medium And within that mobile is device we spend the most time on and its the only one thats growingImportantly this is incremental time spent, mobile doesnt canabalise consumption it adds to it. We now spend as extra 52 minutes a day consuming media than we did 4 years ago

How important is mobile?


How important is mobile?

Delays in being able to access content caused mobile users' heart rates to rise an average of 38 percent. Six-second delays to video streaming caused stress levels to increase by a third.


per day150x

Take the often quoted stat that most people check their phones 150 times a day. Pair it with another that says users spend 177 minutes on their phones per day, and you get a pretty fascinating reality: mobile sessions that average a mere one minute and 10 seconds long, dozens and dozens of times per day.Its hard to believe theres time for anything else. The underlying driver of this change is the smartphone.

TRANS: What are people doing during these short bursts of digital activity?

I want toYouve inspired me toImage sources: Image 1, Image 2


I want to

Image sources: Image 1, Image 2


Mad Men source: http://157.166.239.85/slideshow/2014/07/16/celebrity-selfiesTV watching source: http://www.andrewdorko.com/wp-content/uploads/2015/12/people-watching-ad.jpg

Meet Stacey

Stacy is a 32-year old mother of two, who several months ago was in the market to purchase a new vehicle.

At the start of her search, she drove a mid-size SUV that comfortably fit her family of four.

But, with a third child on the way, she needed a bigger car.

One that would fit 3 car seats

One that had the safety features she cared about

One that fit her budget.

Maybe some of us can relate to this?!

Google search for minivan with side camera

Google search for Brand A

Google search for best car dealership in town

In partnership with Luth research, Stacy shared her journey to buy her new car with us, and these are three searches she completed before her purchase.

Looking at these, they seem pretty straightforward, right?

And, as marketers, you know more or less how to account for this digital path.

Yes, there are questions. Like, how do we value a search for a dealership, or how do we share credit between our generic and branded campaigns.

But, lets pause for a second. We know this isnt representative of consumer behavior today. This straightforward journey no longer exists.

SourceThe Car Buying Process, Think with Google

GoogleSearches139YouTubeVideos14Images89DealerInteractions69Manufacturer Interactions186

Staceys Journey:Occurred on Mobile

71%*Touchpoints = searches, website visits, video views, clicks. Source: Luth Research ZQ Intelligence - Luth analyzed the digital activity of its opt-in panel participants.

These searches didnt happen in this order, or even in one session.

They were just a few of the of hundreds of interactions that Stacy had that included search, video, images and even interactions with the dealer.

In fact, Stacy had 900 digital touchpoints, 71% of them on mobile, before ultimately buying a car in a dealership and driving it off the lot.

And, unlike before, most of us dont know how to account for this journey.

SourceThe Car Buying Process, Think with Google

82%of smartphone users use a search engine when looking for a local business

2X increase in near me search interest in the past year

I-want-to-know momentsI-want-to-watchwhat-Im-into momentsI-want-to-go momentsI-want-to-domoments66% of smartphone users turn to their phones to look up something they saw in a TV commercial53% of online video viewers watch online video to be inspired or entertained

YouTube is the #1platform 18-34 year-olds choose to explore their passions65% of online consumers look up more information online now versus a few years ago100M+ hours of how-to content have been watched on YouTube so far this year

29% increase in mobileconversion rates in the past year

91% of smartphone users turn to their phones for ideas while doing a task82% of smartphone usersconsult their phones while in a store decidingwhat to buyI-want-to-buymomentsSources: Stat #1 in I want to watch moment (53%): Source: The Consumer Barometer Survey 2014 / 2015. Base: Internet users (accessing via computer, tablet or smartphone) and watched online video in the past week. Answer is based on a recent online video sessionStat #2 in I want to watch moment (YouTube is #1 platform): https://think.storage.googleapis.com/docs/youtube-insights-stats-data-trends-vol4_research-studies.pdfRest of the stats: https://www.thinkwithgoogle.com/infographics/4-new-moments-every-marketer-should-know.html


In our research, we identified five key moments emerged across the consumer journey that you should consider:

A good guiding principle is to be there across all stages of the consumer journey as I explained in my disney exampleThese categories will help your brands respond to the genuine needs of users

I-want-to-watch-what-Im-into moments: when someone is looking to explore their passions and be entertained through engaging content.I-want-to-know-moments: when someone is exploring or researching, but not yet in purchase mode. They want useful information and maybe even inspirationI-want-to-go-moments: when people are looking for a local business or are considering buying a product at a local store. Being there means getting your physical business in their consideration set in that moment.I-want-to-do-moments: may come before or after the purchase. Either way, these are how to moments when people want help with getting things done or trying something new. Being there with the right content is key. Examples of pre-purchase may be a quote start or complete or post-purchase could be calling an agent about coverage timingI-want-to-buy-moments: These are huge, of course. Someone is ready to make a purchase and may need help deciding what or how to buy. You cant assume theyll seek you out; you have to be there with the right information

Brainstorm Time

No judgments

Go for quantity!

Thinkbig!

Build on ideasImagine a scenario which your customers might find themselves in. Which moments might that lead them to have online?

Write down your thought process, research options and what questions come to mind


Youve inspired me to

Image sources: Image 1, Image 2


Mad Men source: http://157.166.239.85/slideshow/2014/07/16/celebrity-selfiesTV watching source: http://www.andrewdorko.com/wp-content/uploads/2015/12/people-watching-ad.jpg

Super Bowl L

Sources: Think with Google


Source: https://www.thinkwithgoogle.com/infographics/how-big-game-played-out-second-screen.html

Source: Consumer Barometer, Google, NO numbers, 2015

Consumers find inspiration for purchase

Source: Our Mobile Planet, Google, NO numbers, Feb 2013Consumers get inspired and use their mobileSmartphones are involved in~20%of pre-purchase research

Mobile is the anti-channelForrester


Brainstorm Time

No judgments

Go for quantity!

Thinkbig!

Build on ideasThink of some of the current advertising youre running. What does that (hopefully) lead your customers to do and how are you responding to that?



Brainstorm Time

Judge!Now take a few moments to reflect on what your main competitors are doing!



Brands who meet consumers in thesemoments that matter will win.

Add to that the fact that consumer behaviour has changed. There is no such thing as an online session anymore. We are constantly connected.We dont go online anymore we live online. Every day billions of people around the globe are living out their lives across multiple screens and devices, fulfilling many of their wants and needs online.Mobile is not just a tech device we hold in our hands; it is a human and consumer behavior.

And for marketers, that means the opportunity just gets bigger.90 percent of consumers move between one device and another to complete a task, whether its to shop, plan a trip or browse content.Those are all moments where you could potentially interact with your target audience. But how do you know which moments are the right moments for your brand?

CHALLENGE: How can mobile micro-moments impact business results

In the midst of the harshest winter in decades, the brand identified a pivotal trend: between 2 and 3 percent of U.S. flights were being cancelled every day.

Prior to the campaign, Red Roof Inn was having difficulty gaining visibility in search, an especially problematic scenario when it came to reaching prospective customers with a high likelihood of booking hotel rooms. Instead of pouring more investment into its campaigns, Red Roof Inns solution was to leverage its proprietary technology to bid smarter than the competition, allowing the brand to gain first position for 75 percent of key last-minute queries in Google (non-impression share prior to launch was less than 25 percent). Over the course of the year, Red Roof Inn projected that this will help the brand appear in prime position for 400,000 stranded travelers.

266%Increase in bookings60%SourceIncrease in non-brand mobile bookings

In the midst of the harshest winter in decades, the brand identified a pivotal trend: between 2 and 3 percent of U.S. flights were being cancelled every day.

Unilever used search insights to understand the latest haircare trends and styles.#1 head brand channel in YouTube.I-WANT-THAT-LOOKMOMENTS

Unilever All Things Hair Video Case Study

Not all those I-want-to-do moments are about home repair or fixing things. Unilever tapped into another kind of 'do.

Unilever realized that while people were consuming a huge amount of fashion and beauty content on YouTube, brands just werent showing up. They discovered that only 3% of views were of videos from beauty brands, and the remaining 97% came from video bloggers.

To meet the demand, they partnered with Google to use search term data to predict hair trends and consumer behaviors before they hit the market.

Based on these insights, bloggers for Unilever's All Things Hair YouTube channel created new content with consumer intent and context in mind. They provided simple, credible answers to consumers in their I-want-to-do hair care moments and drove phenomenal brand engagement.

The result: Unilever's channel became the #1 hair brand channel on YouTube in just 10 weeks. Within a year, the channel had amassed over 50 million YouTube views! Fifty million times when people wanted help with their hair, Unilever was there.

I-WANT-THAT-LOOKMOMENTS



Device specific technologyMotion sensorCameraAR/VRVideoBeaconAudio triggers


LOreal Makeup GeniusPlots makeup onto real-time images

case study here.

Mercedes heavy labour discount Scans picture of hand to calculate discount

read about the case here.

KIA 3D Racer AppBuild your 3D track by moving your phone

See case study here.

Philips Brushbusters - Toothbrush gameCaptures sound of the toothbrush in a game

Brushbusters is a game to help kids brush their teeth. It captures the sound of the sonicare brush and uses that to help a comic figure brush their teeth. Kids earn points and parents can set rewards in the app. See full case study here.

Guinness - does you goodTap the tap and interact with games/content

read about the case here.

Home Depot - Putting it all togetherCustomer journey from start to finish

http://builtfromscratch.homedepot.com/mobile-app-shopping-retail/

So consider the role of mobile in your plans

A vital component of standard digital

A tool to amplify and activate above the lineConnecting Digital & physical

AmplificationUsing mobile to make existing marketing better

AugmentationUsing mobile technology to create new connections and communication


So I like to use the following examples to help people understand when and where to use mobile

Do you have the right ideas? Lets test ...


Confidential + ProprietaryA/B testing mostly has its focus on improving the user experience when visiting sites and apps. Of course you can also A/B test the speed of a site. For mobile the challenge is that users are often confronted with mobile unfriendly sites (at its simplest level) or desktop inspired design (at a more fundamental level).

Which option had the highest performance?

Example 1:Orange or Blue buttons?

7,8% more conversionsSource: https://www.whichtestwon.com/case-study/does-button-color-matter-on-mobile/


Confidential + ProprietarySource: https://www.whichtestwon.com/case-study/does-button-color-matter-on-mobile/

Hypothesis:

Winner: Orange buttons: 7,8% lift in conversions and 12,3% increase in move in rates (confidence = 91,7%)


Example 2:Visual or textualcategory navigation

Bounce rate 1,7% lower, same conversion rateSource: https://www.whichtestwon.com/test/rue21-2015-mobile-navigation-silver-winner/


Confidential + ProprietarySource: https://www.whichtestwon.com/test/rue21-2015-mobile-navigation-silver-winner/

Hypothesis: Changing the navigation format, from image-centric to text-centric would improve navigation, helping reduce bounce rate.

Winner: text-heavy version, decreased bounce rate 1.7%. Results for conversion rate and time on site were flat.


Example 3:Icons with or without text


Confidential + Proprietary*the screenshot is of an iPhone but the phone is an Android PhoneAnswer: check out your Facebook app on Iphone (the right one)

A/B testing mostly has its focus on improving the user experience when visiting sites and apps. Of course you can also A/B test the speed of a site. For mobile the challenge is that users are often confronted with mobile unfriendly sites (at its simplest level) or desktop inspired design (at a more fundamental level).


Example 4:Which Type Of Mobile Site Increased Leads From PPC Traffic? Responsive Design vs. Stand-Alone Mobile Site

256% more leadsSource: https://www.whichtestwon.com/test/mobile-site-increased-leads-ppc-traffic/


Confidential + ProprietarySource: https://www.whichtestwon.com/test/mobile-site-increased-leads-ppc-traffic/

Hypothesis:

Winner: Version A, the responsive page, increased leads from PPC traffic by 256% at a 99,9% confidence interval

And in the real world Were seeing an average of 15% increase in conversion rates for all of our product pagesJelle Plijnaar, Web Analyst, SNS Bank

All the tests were evaluated once done, but not many people knew about the knowledge gained from these tests. Thats why we created a conversion guide. Now everyone can benefit from the learnings in the future, for example when writing texts or designing new parts of the website.Source: SNS Bank case study


BeforeAfterPaid Clicks1000010000Conversion Rate6%6.90%15%Conversions600690Revenue per Conversion100100Total Revenue$60,000.00$69,000.00Margin25%25%Other Costs$45,000.00$54,000.00Advertising Cost$10,000.00$10,000.00Profits$5,000.00$5,000.00ROI50%50%


Make sure to A/B testTESTRESEARCHEVALUATEIndustry average:

30% of A/B tests deliver a significant winner


Confidential + ProprietaryThe answer is testing, isnt it? Well yes and no. Testing is a crucial element of CRO. But only one element. Too often the emphasis is on testing itself. Get a tool, create a variation on the original page, run a test and expect a lot. But this typically doesnt deliver much impact. Why not? Because whats tested doesnt matter. While running a test does require some knowledge of stats and processes, the most important parts of the cycle are before and after the test itself. Doing research to determine where to test what and how. And evaluating the results afterwards. Example of a bank: big promo on homepage, no impact. Or was there? If you filter out all visitors who immediately click on login on the homepage, you filter out people who arguably didnt really see the promo. They came to the site to login and blindly clicked on the link or button they used so often before. But for the segment of visitors who actively looked at the homepage, the test did realise a win.

Id prefer creativity came from an agency over a managing consultant but we simply arent getting useful data delivered consistently enough and thats what has to happen to get marketing more engrained within the business. Its KPMG who are doing workshops with my board not ad agencies.

Amanda Rendle, HSBCs former head of global marketingSource: Are we heading for a new, grey-tinged golden age of creativity?


Confidential + Proprietary+p

Mobilebroke measurement

Lets call it like it is.

Mobile broke our measurement.

But, were not off the hook. As marketers, we still need to grow our brands.

And, we cant continue to apply the old rules-- the ones we know from the original scenario. What if we had ...

We probably would have optimized so narrowly on converting keywords that we wouldnt appear in that generic search for side cameras.

We probably wouldnt have given our marketing credit to for the multiple dealer visits.

And, we definitely wouldnt have thought to provide insights from Stacys digital path to the team at the dealership so they could improve her experience.

We cant grow our business by making decisions that are at odds with consumer behavior.

So, where do we go from here?

Id argue that its not the tools or technology that we need to change, its our approach.

No need to raise hands, but ask ourselves,how have you evolved your approach to measurement in the last year? Or, the last two?

1/3

3/4vsEliteMainstream

In a research study we commissioned from Econsultancy, we found that of the brands that significantly exceeded their 2015 goals, three out of four of them had evolved their approach to measurement in the last two years more than double the average. Just think about that for a second.

This is an opportunity for us all to take a step back, to learn and to look at what theyve changed

What matters?

Whats possible?

Whats working?

And, at Google were fortunate to have the privilege of working with many of those elite marketers every day.

And, what were seeing is that those who are driving growth from mobile, are evolving their approach to measurement, and theyre doing it in three key ways.

First, theyre figuring out what matters: And to do it, theyre breaking free of legacy KPIs and re-designing their measurement to address their top business goals.

Second, they measure whats working. They know there are gaps in measurement, but theyre not waiting. Theyre embracing new tools and new estimates to better understand mobiles impact across devices and channels.

And most importantly

Theyre aggressive about answering the question: whats possible? Theyre building the space in their organizations to experiment and learn, before homing in on optimizations.

Measurementfor GrowthRethink

In short, to maximize their opportunity with mobile, successful brands are

Rethinking Measurement for Growth.

And, I believe this where everyone in this room has a critical role to play.

This shift in mindset has to be championed by people like you -- marketing leaders at top brands and agencies.

So, lets talk through each of these key mindset shifts.

Do metrics matchbusiness objectives?Whatmatters?

Google Inc. 2016. All rights reserved.

Lets start with what matters.

And, lets take a minute and ask ourselves, as marketers Whats our goal? What actually matters to us? Revenue? Sales? Profits? Gross Margins?

20 years ago, when digital was in its infancy, these are questions we asked ourselves before we built the KPIs that we have today.

Yet, many of us are still using these same KPI, whether its cost-per-acquisition or return-on-ad-spend,.

And CPA + ROI may still be great KPIs, but in a mobile world its likely that these measures have come out of alignment with our topline business objectives.

For marketers, our metrics have to align to our larger goals. But mobile demands that we fundamentally rethink the KPI we use. Trying to extend a desktop metric to mobile wont be enough. We have to start over from the beginning.

And I dont say that lightly.

Changing KPIs and metrics of success is hard.

Marketers must be able to tie performance to business objectives 3xmore likely to hit their goals


But this is an incredibly important step to take, simply asking the question do my KPIs line up with my topline business objectives?

And across the industry, weve learned that asking this simple question works.

Organizations that tie marketing metrics directly to business objectives are 3X more likely to hit their goals.

But, to do this we have to break down approaches that are deeply rooted in our organizations.

What does success look like ...

Cost per Acquisition ($)DesktopTabletMobile

Share of Intent


Lets pretend that you lead the digital team for this company.

At glance, conversions and CPAs seem like a right metric of success. But, with high mobile CPAs, youre likely to conclude that desktop is more efficient, and youll shift budgets accordingly.

Given our conversation so far, you know where this is going.

We have to ask ourselves, does that shift align to how consumers behave?Does that shift hurt our ability to capture the right share of consumer intent across devices?More importantly, does measuring CPA force decisions that lead to the wrong business outcomes?

Our aspiration should be for KPI that the whole organization can orient around-- a measure of growth.

It might be CLTV or gross margin, but regardless of business and industry, marketing metrics should point to that source of truth.

Let me give you an example of someone who worked to align their KPI with business goals -- FIAT France.

Do we know whatsreally driving results?Whatsworking?


The second question we see leading marketers revisiting is, Whats working?

In todays world, as consumer behavior changes, there will be gaps in measurement.

Let me repeat.

There will always be gaps in the ability to measure every marketing dollar perfectly. And, thats okay

of online adults start an activity on one device, but continue or finish it on another75%of people who searchon their smartphones for something nearby, visit a business within a day76%


Just think about Stacys minivan purchase we discussed earlier.

Or the fact that we know 75% of online adults start an activity on one device, but finish it on another.

As digital marketers, weve come to expect measurement perfection over the years.

But in todays mobile world, I would argue that measurement perfection is not only impossible, its unnecessary.

And if we all waited for measurement perfection, back to our population estimate, as marketers and business leaders wed miss a ton of good opportunities.

Theres a significant cost to waiting.

To know whats working in our marketing today, we have to bridge the gaps.

The good news is, in some cases there are great tools available to help, for example

cross-device insights yield more conversions16%


For many years, weve invested in cross-device conversions for AdWords, and since then we broadened that capability to DoubleClick.

Advertisers around the world are now using cross-device insights to measure up to 16% more conversions.

Does this give use a complete picture of revenue impact across devices? No. But it does provide a directional measure that we can use to build an estimate of revenue impact.

store visits globally since launch1B+


Just two years ago, we launched a Store Visits metric that tracks how many people walk into a store after clicking on an ad.

Since launch, advertisers have counted over 1B store visits globally.

Does this provide perfect insight into how much people bought once in a store? No. But it helps us understand a consumer behavior driven by mobile.

No set of tools is perfect. And they are only useful if we are willing to build new estimates to go with them. For example we need to understand things like:

Are the purchase behaviors different for someone shopping across devices vs. on a single device?Do mobile shoppers spend more or less in-store than a typical customer?If you dont know?Could you build benchmarks for these measures with testing?

population of Denmark??


Just two years ago, we launched a Store Visits metric that tracks how many people walk into a store after clicking on an ad.

Since launch, advertisers have counted over 1B store visits globally.

Does this provide perfect insight into how much people bought once in a store? No. But it helps us understand a consumer behavior driven by mobile.

No set of tools is perfect. And they are only useful if we are willing to build new estimates to go with them. For example we need to understand things like:

Are the purchase behaviors different for someone shopping across devices vs. on a single device?Do mobile shoppers spend more or less in-store than a typical customer?If you dont know?Could you build benchmarks for these measures with testing?

more likely to use estimates71%Elite marketers are


Building the ability to work with imperfect measures is critical. Elite marketers, those exceeding business goals, are 71% more likely to use estimates to bridge gaps in measurement and believe it to be instrumental in their strategy.

They are acting on whats available; not waiting.

We are committed to helping you understand these new mobile behaviors, but these tools are only valuable when youre willing to evolve your approach in the same manner.

Target is a great example of someone who took this approach and evolved their strategy and saw success.

What else can drive outcomes today and over time?Whatspossible?


And that brings us to the third question we see leaders answering, whats possible.

I believe the immediacy of mobile has allowed us to be less brand loyal.

Youre on the side of the road with a flat tire, what do you do? You contact the fastest, nearest tow service there is. Same is true for for an urgent birthday gift, or even a quick search on the path of much longer journey, like buying a car.

These are new moments and new needs being expressed through digital and mobile. Amidst all this disruption, I guarantee that something else will drive value for your customers, as much, maybe more, than the things youre doing now.

However, to discover that new customer need teams need the room to experiment. And to identify truly big opportunities, we need to be able to test at scale.

Let me give you an example.

more likely to exceed goals2X


Weve seen brands use experimentation to properly value mobile.

Weve also seen brands build experimentation into their culture and expansion strategy.

Regardless of the starting point you choose, in order to grow, brands have to seek out these new opportunities created by mobile, and you have to do it at scale.

Marketers who invest in Big Bet experiments are more than 2X as likely to have significantly exceeded their top business goals (2015).

The faster you fail, the faster you find that next possible opportunity. So I would urge you to:

Encourage your teams to test big hypothesis.Then, ask how they can make it bigger. Can it go from an account level to a campaign level? Channel?

vs.Fixed metricsOutcomesvs.PerfectionEstimatesvs.EfficiencyBig Bets

As we wrap up, and open up for more discussion.

I want to reiterate how bullish I am on mobile and the future of marketing.

Just think about the opportunities we all have as marketers to reach people like Stacy throughout their daily lives.

BUT, as leaders, we have to be aware of the tensions that are holding us back.

If we want to lead growth for our brands, in todays world, we have to build a new measurement foundation for growth:

One that pushes for business outcomes, not just metricsOne thats comfortable with new tools and estimates to make better decisions amid rapid change.And one that is unrelenting in experimentation.

In summaryCapture the moments that matterMobile gives you many new opportunitiesMeasure them right or you will fail


Next month

JESPER STROM

Mechanics of viral marketing.

Thank you.

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revolt breakfast club with google about mobile marketing

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