BMA Chicago: Mobile Changes Everything

Google Confidential and Proprietary 1

Kay Webster, Mobile Product & Solutions Specialist September 12, 2013




1 1 327

97% second

billion

million


Google Fiber Project Loon Project Chauffeur


•  User Context vs. Device

•  Tailored Messaging for User Context

•  One Media Buy, All Devices

•  Anticipate Consumers Needs before they Ask

Google’s Mobile Principles


We're On The Internet Twice As Much As We Were Just Three Years Ago


We connect at any time, from anywhere, using a variety of devices


Our behavior adapts to our situation… as do our expectations


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.


The time is now. Executives are highly mobilized – it’s up to B2B services and vendors to meet this opportunity.


WHY MOBILE


WIN MOMENTS THAT MATTER How does mobile change my value proposition?

WIN MOMENTS THAT MATTER How does mobile impact our digital destinations?

MAKE BETTER DECISIONS Is our organization adapting to mobile?

GO BIGGER, FASTER How should our marketing adapt to mobile?

GO BIGGER, FASTER How can we measure the full value of mobile?

INTRODUCTION

CONCLUSION

01 02 03 04 05


01 How does mobile change our value proposition?

Win moments that matter


Serving the Mobile Customer


INTUIT Consumers can file taxes from their smartphones


PRICELINE 82% booked rooms

less than a day before their arrival

Source: Priceline app data


FEDEX Consumers can create mobile shipping labels

Confirmation from FedEx Email/Online Label

Hello Jonathan, Thank you for shipping with FedEx©. Please scroll down to review the shipment information below. If it is correct you can create your shipping label by: Visit a FedEx Office by August 25, 2011 with your package, and this email either printed or displayed on your mobile device. A FedEx team member will scan the barcode displayed below, print your label and accept your package for shipping. If you cannot view the barcode, a FedEx team member will print a label with the information.


Google Now


02 How does mobile impact our digital destinations?

Win moments that matter


Mobile-optimized Websites


MOBILE USERS?

How does your site appear to

won’t recommend business with poorly designed mobile site

have turned to a competitor after a bad mobile experience

40%

57%

Source: Compuware study, 2011, eMarketer B2B study, Jan 2012


Adaptive B2B vendors are rewarded

66% say a mobile-friendly site makes them more likely to reach out to a vendor

Source: The Connected Executive: Mobilizing the Path to Purchase, published by Forbes Insights in association with Google, 2013 Image source: Nick Holroyd, The Noun Project

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


Mobile optimized site examples

SAP IBM Accenture


1-800-FLOWERS Optimized mobile site to increase conversions

BEFORE AFTER



Branded Mobile Apps


of Interbrand’s 2011 Best Global Brands have presence in at least one of the major app stores

91%

Source: Interbrand’s Best Global Brands, 2011


Offer users entertainment, utility, or both.

Design your apps for the largest mobile platforms.

1

2

3 Promote your app.



GRAINGER Customers can quickly complete orders and use voice search to look up products


HP Print from your phone


03 Is our organization adapting to mobile?

Make better decisions


Mobile CHAMPION


Questions you should be asking your organization

Is mobile a key metric in your management dashboard?

How often do you review your mobile stats, and who reviews them?

Who knows what % of traffic & search queries come from mobile?

Who’s watching traffic trends, people’s actions on your mobile site, mobile’s inclusion in product launches and campaigns?

Which decisions would change if key business owners were given timely mobile data?

Who’s monitoring your competition’s investment in mobile?

Who’s developing consumer insights through focus groups & surveys?

Which agencies are you relying on to help you make mobile decisions?

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04 How should our marketing adapt to mobile?

Go bigger, faster



Google Enhanced Campaigns

Measure cross-device conversions

Location is key

Manage campaigns in less time

More leads through

calls

More relevance,

more conversions


LENNOX 90% lower CPA on mobile

compared to desktop

Lennox HVAC Systems

lennox.com

Lennox!


GRAINGER 28% higher CTR,

15% lower CPC with mobile app

extensions


Bid by Distance

1.2x 10 miles

store 5x 1 mile

2x 5 miles



Mobile for Brand Building


$850k Revenue Candy

Crush makes Daily

2+ Hours Time spent in Apps

75% of YouTube Mobile users use mobile as primary access


Users are most likely to see a display ad on their mobile devices

% OF USERS MAKING EYE CONTACT WITH ADS

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.

91% 3.8 sec

74% 1.6 sec

50 % 0.5 sec


Leverage the unique features of mobile and tablet to create deeper connections with your users

Has eyes and can see: Camera

Has ears and can listen:

Microphone

Is location- enabled and knows where

you are: GPS

Has a voice and can speak: Speaker

Has skin and can feel:

Touch screen


UPS mobile auto-play interactive video ads Interactive ads drive engagement and keep UPS top of mind





05 How do you measure the full value of mobile?

Go bigger, faster


The Full Value of Mobile


New types of conversions

mCommerce

In-store

App download & in-app purchases

Call

Cross-device


Most advertisers frame mobile conversions too narrowly


Best in Class mROI: adidas and iProspect

The Goal

20%

20%

$80

$3.20

Assign value to store locator clicks of people who click on the

Store Locator go in store.

converted into an In-Store sale.

Average Order Value

Earned for each Store Locator clicks

The Method “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


Introducing the Full Value of Mobile Calculator



FAIL FASTER



Google Glass


Conclusion

Mobile represents a sociological shift with how users relate with both the digital and physical world Businesses that understand this will win


www.themobileplaybook.com

Available across all screens If you can, check out the site from your tablet device

Technology

BMA Chicago: Mobile Changes Everything