VIA-ID2014-Khai-thac-tiem-nang-KH-Mobile.pdf

8/10/2019 VIA-ID2014-Khai-thac-tiem-nang-KH-Mobile.pdf

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Google Confidential and Proprietary

Capturing the Full Value ofMobile Consumers

Trinh Quang ChungIndustry Manager


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Ho Chi Minh City back in

December 2009


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My very first smartphone

NOKIA N97


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Ho Chi Minh City back in

December 2009

Ho Chi Minh City today

December 2014


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My smartphone today:

Google Nexus 5


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giy tng chiu cao


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oslo kino


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oslo restaurant sushi


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search on Mobile in Vietnam is

SOARING

Source: Google Internal Data

2009Q4

2010Q1

2010Q2

2010Q3

2010Q4

2011Q1

2011Q2

2011Q3

2011Q4

2012Q1

2012Q2

2012Q3

2012Q4

2013Q1

2013Q2

2013Q3

2013Q4

2014Q1

2014Q2

2014Q3

Food & Groceries

Travel & Tourism

Fashion

Movies & Films


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Stimulus SecondMoment of

Truth

FirstMoment of

Truth

ZeroMoment of

Truth

The Traditional 3-Step Marketing

MODELThe New Mobile Orientation

PHASE


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Skobutikk

From stimulus to

RESEARCH From research to

PURCHASE


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Its this knowing versus doinggap. CMOs know they need to do

mobile, but how?

-Greg StuartCEO, Mobile Marketing Association


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Homepage &Site Navigation

Product page

Login & Account

Conversion Steps& Form Entry

Step 1: Be Mobile Ready

57%

Showconversion

steps

Onlymandatory

forms

Numericalkeyboard

Real timeForm inputvalidation

Forms arepre-

populated

Advancedforms ofpayment

Traditionalforms ofpayment

25%

Product details

can be shared

Images are

expandable

User

reviews

Recommendation

engine

75%

Pagespeed

Directlyland on

homepage

Search boxisabove the

fold

Menusareabove the

fold

Go back tohomepagefrom logo

Autocompletionon search

Sort & filterare available

Recentvieweditems

60%

Purchaseas a guest

Accountlogin

Sociallogin

Wish liston mobile

Wish listfrom PC


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67 %of consumersare more likelyto converton a mobileoptimized site

52 %of consumerssay they are lesslikelyto engage with acompany if theirsite is notmobileoptimized

61 %of consumer willmove to anothersite if they cantfind what theyrelooking forquickly

Its more important than ever to getthe mobile consumer experience right

Source: Google, Sterling Research and SmithGeiger, What Users Want Most From Mobile Sites Today, July 2012.


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Step 2: Be Mobile Optimized


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blomster oslo


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c

Step 3: Measure the Full Value of Mobile


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Step 3: Measure the Full Value of Mobile

Conversions

Cross-deviceconversions

Many-per-clickconversions

CallsStore visits

100

10

50

20

30

Conver sions Cross -deviceconver sions Many-pe r-clickconver sions Cal l s St or evisits

210


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The 3 building blocks to captureTHE FULL VALUE OF MOBILE CONSUMERS

MEASURE

Be Ready


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WILL YOU BE THEREwhen your customers are looking for you?

THANK YOU

Documents

VIA-ID2014-Khai-thac-tiem-nang-KH-Mobile.pdf