0900 omma mobile tim reis
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Transcript of 0900 omma mobile tim reis
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Tim Reis, Head of Mobile and Social Solutions, Google
May 14, 2012
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WHY MOBILE
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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 connect with our tablet audience?
INTRODUCTION
CONCLUSION
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www.themobileplaybook.com
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01 How does mobile change our value proposition?
Win moments that
matter
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INTUIT Consumers can file taxes
from their smartphones
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SMART PHONE
Users
have searched for local information
of these people act within 24 hours
95%
90%
Source: Google Ipsos “The Mobile Movement” Study, Apr 2011
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of men
of women
38%
53% USE SMART
PHONES to check prices at
other locations
Source: Insight Express, 3Q 2011
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AMAZON Shoppers can scan in-store
barcodes to create
comparative price lists
“The four walls of the store have become porous.”
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Define your value prop by finding out how your
customer wants to engage you in mobile
KEY TAKEAWAY
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02 How does mobile impact our digital destinations?
Win moments that
matter
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won’t recommend business with poorly designed mobile site
have turned to a competitor’s site after a bad mobile experience
40%
57%
MOBILE USERS?
How does your
site appear to
Source: Compuware study, 2011
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BEFORE AFTER
1-800-
FLOWERS Optimized mobile site to
increase conversions
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Branded Mobile Apps
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Offer users entertainment,
utility, or both.
Design your apps for the largest mobile
platforms.
Promote your app.
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HP Print from
your phone
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Your #1 priority is to build a mobile website
KEY TAKEAWAY
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03 Is our organization adapting to mobile?
Make better decisions
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Mobile CHAMPION
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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?
Questions you should be asking your organization
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Assign a Mobile Champion in your company &
empower them with a cross-functional task force
KEY TAKEAWAY
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04 How should our marketing adapt to mobile?
Go bigger, faster
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20% of all telecom searches
30% of all restaurant searches
25% of all movie searches
5X
Source: Google search data
MOBILE SEARCH GROWTH
in the past 2 years
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STARWOOD HOTELS
“Hyperlocal” mobile search
campaign tripled mobile traffic
“Increased ROI 20X, increased bookings by 20%, and tripled mobile traffic.”
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Take 5 minutes today and search for your brand
in mobile as a consumer would
What is the experience like for a consumer trying to find you and connect with you?
Discuss this with your agency
KEY TAKEAWAY
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570 YEARS of Angry Birds
played daily
600 MILLION YouTube Mobile videos
played daily
75% of YouTube Mobile
users use mobile
as primary access
Source: Rovio data 2012, YouTube data 2011
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Source: Nielsen Multi-Screen Media Lab Study, Sep’11
BRAND AWARENESS Multi-screen ads more effective in driving
% correctly recalling Volvo as
brand advertised
48% lift in
campaign recall
TV+
PC Video+
Phone Video+
Tablet Video
TV Only
50%
74%
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Coke
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Run rich media HTML5 ads to extend your
branding message to the mobile audience
KEY TAKEAWAY
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Scanning...
Scanning...
Offline Media Strategies
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Assign your marketing org the action item of
reviewing their programs through a mobile lens
KEY TAKEAWAY
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05 How can we connect with our tablet audience?
Go bigger, faster
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KRAFT Rethought mobile
experience for
tablets
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SWEETWATER 30% higher iPad
conversion rate than
online
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HTML 5 When rich media
meets tablets
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Check out your web experience on a tablet
Take 5 minutes today and search for your brand on a tablet as a consumer would
Maximize the tablet format with rich media creative
Discuss both these topics with your agencies
KEY TAKEAWAY
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Mobile represents a sociological shift with how users relate with both the digital and physical world Businesses that understand this will win
Conclusion
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www.themobileplaybook.com
Available across all screens
If you can, check out the site from your tablet device