Capture the mobile moments with - eTeamsys · 2017-11-27 · customer, opt into mobile search Drive...
Transcript of Capture the mobile moments with - eTeamsys · 2017-11-27 · customer, opt into mobile search Drive...
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Capture the mobile moments with
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Pieter Boon - Agency Development Manager
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We’ve come a long way
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The Response: Take search from react to suggest
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The Mobile Consumer
Introducing Micro Moments
Driving Performance on Mobile
Agenda
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The Mobile Consumer
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Mobile adoption accelerates change
people withsmartphones globally
1.5B 74%of people say their phone “never leaves their side”
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30%of Belgian Smartphone users
got phone this year
55%of Belgians have a Smartphone
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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
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Introducing Micro Moments
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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.
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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
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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
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MICRO−MOMENTSTHE NEW OPPORTUNITY FOR ADVERTISERS
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Driving Performance on Mobile
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LEVERAGING MOBILE
Be There Be Relevant Be Optimized
For Constantly Connected Customers
Engage New Consumer Contexts
Measure All Conversions
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LEVERAGING MOBILE
Be There
For Constantly Connected Customers
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Being there means having an optimized web presence and ad strategies across all devicesThe same consumer accesses your site from multiple devices
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Keep it Simple
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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...
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… 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
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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
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LEVERAGING MOBILE
Be Relevant
Engage New Consumer Contexts
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Context & Audience are drivers of Relevance
Belgian chocolate pralines Belgian chocolate pralines
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Boost relevance with customized mobile ads and extensions
Calls In-StoreOnlinesales
Cart (1)
Appdownloads
Shopping
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LEVERAGING MOBILE
Be Optimized
Measure All Conversions
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Measuring the Full Value of Mobile
MACRO CONVERSIONS MICRO CONVERSIONS
563On Phone Number
34Social actions
26Catalogus Downloads
19Contacts
864Clicks on Store Locator
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LEVERAGING MOBILE
Be There Be Relevant Be Optimized
For Constantly Connected Customers
Engage New Consumer Contexts
Measure All Conversions
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Questions?
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Merci
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