Presentaties WorkShopFriday 16 sept. 2016

Mobile Friday

Mobile Marketing + Mobile Business

September 2016

• Welkom

• Boudewijn Elsenburg - Google

• Dirk Tuip - SearchUser

Mobile Advertising en mobile SEO

Mobile Apps en beacons

Vandaag

Proprietary + Confidential

MOBILE FRIDAY

Purmerend, 16 september 2016

Boudewijn ElsenburgThijs Roosendaal

Proprietary + Confidential

AGENDA FOR TODAY

STATE OF MOBILE

Understand how current

smartphone trends and consumer

behaviour’s shift are impacting your business

MICRO-MOMENTSStep into the shoes of the

mobile consumer and align with the

mobile opportunity

MOBILE FRAMEWOR

KA scheme to help

you accelerate the mobilization of

your digital assets and online strategy.

1 2 33

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STATE OF MOBILE IN THE NETHERLANDS

STATE OF MOBILE

Understand how current

smartphone trends and consumer

behaviour’s shift are impacting your business

1 2

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DESKTOP ADVERTENTIES DALEN SNELLER DAN PRINTWe nemen een verschuiving naar mobiel waar

Source: Emerce, September 2016

“de onderzoekers verwachten dat er volgend jaar wereldwijd meer geld naar mobiele reclame gaat dan naar desktop advertising”

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SMARTPHONE OVERSTIJGT TABLET IN MOBILE SALES1 op de 6 verkopen gebeurt op smartphone

Source: Zanox Benelux, September 2016

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MILLENNIALS DOEN ALLES OP HUN SMARTPHONE(Doelgroep 18-34 jaar)

Source: Fluent & Emerce, August 2016

“15% gebruikt zijn smartphone minstens 3x per week om aankopen te bepalen. Nog eens 15% koopt ook met zijn smartphone”

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SMARTPHONE GEBRUIKWhat online activities do people do on their smartphones at least weekly?

Source: Google Consumer Barometer

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MOBILE IN HET AANKOOPPROCESIn which part(s) of the purchase process did people use a smartphone?

Source: Google Consumer Barometer

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OUR MOBILE MOMENT IS HAPPENING NOWMatched queries forecast by device for top performing search keywords

Source: Google Internal Data

TODAY September 2016

1st MOBILE MOMENTDecember 2015

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MICRO-MOMENTS

MICRO-MOMENTSStep into the shoes of the

mobile consumer and align with the

mobile opportunity.

2 3

13

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MARKETING...IN THE MOMENTNew signals to leverage the influence of mobile in the purchase journey

INTENT

IMMEDIACYCONTEXT

MICRO-MOMENTS

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I-WANT-TO-GOMOMENT Boudewijn, Male, 34 years old

Marketing ImplicationJourneys are unscripted and content matters. Even in those moments when someone is not ready to buy, brands can influence perceptions and shape future decisions.

Find the shortest route to the city centre!

Audience

15:22 pm, AirportContext

Intent

“HERE’s me!”

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I-want-to-know moments

I-want-to-watchwhat-I’m-into

momentsI-want-to-go

momentsI-want-to-do

momentsI-want-to-buy

moments

66% of smartphone users turn to their phones to look up something they saw in a TV commercial

53% of online video viewers watch online video to be inspired or entertained

YouTube is the

#1platform 18-34 year-olds choose to explore their passions

65% of online consumers look up more information online now versus a few years ago

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

100M+ hours of “how-to” content have been watched on YouTube so far this year

29% increase in mobileconversion rates in the past year

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

91% of smartphone users turn to their phones for ideas while doing a task

82% of smartphone usersconsult their phones while in a store decidingwhat to buy

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LINK HERE

RESOURCE

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THE MOBILE FRAMEWORK

MOBILEFRAMEWOR

KA thinking scheme

to help you accelerate the mobilization of

your digital assets and online strategy.

33

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OPTI

MIS

EINVEST

MEASURE

Your mobile site should always be an integral part of your overall Digital Strategy.

Measure your micro-moments by establishing

micro and macro conversions, and keep always cross-device

behaviour of your traffic top of mind

Bid to value and ensure you invest into the right mobile

solutions. Smart investment into mobile will improve

conversion rates and help bring conversions at lower

costs.

Proprietary + Confidential

THE MOBILE FRAMEWORK

MOBILEFRAMEWOR

KA thinking scheme

to help you accelerate the mobilization of

your digital assets and online strategy.

33

OPTIMISE

Evaluate and improve the mobile user

experience and speed of your

assets.

MEASURE

Measure the full value of mobile with the right measurement

products and best practices.

INVEST

Understand how to accelerate your mobile growth and

invest smartly.

Proprietary + Confidential

OPTIMISE - Mobile Site User ExperienceMobile friendly sites increase loyalty, sentiments and engagement.

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OPTIMISE - Mobile Site User Experience25 Principles of Mobile Site Design

Homepage & Site Navigation

Site Search

Ability to Convert

Form Entry

Usability & Form Factor

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OPTIMISE - Mobile Site User Experience25 Principles of Mobile Site Design: Our Results

❑ Site search is visible❑ Use filters to improve search

results❑ Search results are relevant❑ Guides users to better results

❑ Menus are short and sweet❑ Calls-to-action are front and

center❑ Easy to get back to the

homepage❑ Promotions don’t steal the show

❑ Click-to-call is present❑ Users can purchase as a

guest❑ Users can explore before

committing❑ Easy to finish on another

device❑ Existing information is used

❑ Info entry is streamlined❑ Uses toggles/dropdowns to simplify

input❑ Visual calendars used for data

selection❑ Minimize errors with real-time

validation❑ Form design is efficient (auto-fill)❑ Entire site is optimized for mobile❑ Don’t need to pinch + zoom❑ Product images are expandable❑ Shoppers are told which screen

orientation is best❑ Users aren’t brought to new browser

windows❑ Site avoids “full site” labeling❑ Site is clear about why it needs user’s

location

Site Search

Ability to Convert

Form Entry

Usability & Form Factor

Homepage & Site Navigation

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MOBILE SITE SPEED

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WE ASKED USERS...“What do you dislike the most when browsing the web on your mobile device?”

Encountering unplayable videos

Getting redirected to the homepage

Waiting for slow pages to load

Being shown interstitials

Other

14%

13%

46%

16%

11%

Source: Google Webmaster Central Blog: “#MobileMadness: a campaign to help you go mobile-friendly” (posted: Monday, April 27, 2015)

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SPEED DIRECTLY IMPACTS REVENUESite Speed is strictly correlated to traffic volume and ultimately conversion rates

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MORE SPEED = FASTER ROISome key examples to demonstrate the impact that speed can have on businesses

2% slower = 2% less search/user

400ms faster = 9% more traffic

Faster pages = more pageviews

100ms faster = 1% more revenue

5s faster = 25% more pageviews, 7-12% more revenue

37% faster = 70% increase in mobile revenue per user

80% faster = 108% increase in ads interaction rate

Page speed is a ranking signal in Google’s organic search results

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NEW MOBILE FRIENDLINESS TOOL IS LIVEhttp://testmysite.thinkwithgoogle.com

Proprietary + Confidential

THE MOBILE FRAMEWORK

MOBILEFRAMEWOR

KA thinking scheme

to help you accelerate the mobilization of

your digital assets and online strategy.

33

OPTIMISE

Evaluate and improve the mobile user

experience and speed of your

assets.

MEASURE

Measure the full value of mobile with the right measurement

products and best practices.

INVEST

Understand how to accelerate your mobile growth and

invest smartly.

Proprietary + Confidential

LEADS GENERATIO

N

CALLS TO YOUR

COMPANY

MOBILE COMMERCE

CROSS-DEVICE

APP DOWNLOADS

STORE VISITS

SITE TRAFFIC

USER ENGAGEMENT

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Mobile is more than just clicks on a specific button or page, are you measuring everything?

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MICRO vs MACRO CONVERSIONS

Macro ConversionsThe end goal of your advertiser’s marketing efforts

Microconversions

Macro Conversion

s

Clicks

Micro Conversions

Intermediate steps or interactions that lead to the

macro conversions

Proprietary + Confidential

THE MOBILE FRAMEWORK

MOBILEFRAMEWOR

KA thinking scheme

to help you accelerate the mobilization of

your digital assets and online strategy.

33

OPTIMISE

Evaluate and improve the mobile user

experience and speed of your

assets.

MEASURE

Measure the full value of mobile with the right measurement

products and best practices.

INVEST

Understand how to accelerate your mobile growth and

invest smartly.

Proprietary + Confidential

INVEST IN THE VALUE OF THE MOMENT

Optimize Mobile siteMake it easy for mobile users to discover and convert.

Bid to capture valueMake sure your bids align to the value you see from mobile.

Identify next opportunities of growthWhere will the next wave of growth come from?

Understand the moments that matter

Measure conversionsMeasure all valuable actions mobile users take.

Identify yourMicro-Moments

Deliver on needs in the moment

Measure every moment that

matters

Invest in the value of the

moment

1

2

4

3

Proprietary + Confidential

OPTI

MIS

EINVEST

MEASURE

Your mobile site should always be an integral part of your overall Digital Strategy.

Measure your micro-moments by establishing micro and

macro conversions, and keep always cross-device behaviour

of your traffic top of mind

Bid to value and ensure you invest into the right mobile

solutions. Smart investment into mobile will improve

conversion rates and help bring conversions at lower

costs.

DON’T FORGET!

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HOW CAN I START TOMORROW?

Start met het nadenken over een mobiele strategie

Bepaal jouw Micro Moments

Kijk, samen met SearchUser, naar de mobiele vriendelijkheid van jouw website (gebruik de Mobile Friendliness Tool)Ga alle Micro Conversies meten op jouw website en ken waarde toe aan elke micro conversieOptimaliseer je investering in mobiele advertenties aan de hand van de toegevoegde waarde van jouw micro conversies

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THANK YOU!

Transform the way B2B organizations do marketing and sales

FacilityApps

(Digitale) technologie groeit exponentieel

Exponentiële groei

IoT, Big data

Het voelde alsof je hier stond

Maar je staat hier

SearchUser Model

Advertising

Advertising

Web optimalisatie

Site optimaliseren mobiel

Kies de mobiele site die je wilt (responsive, AMP, dynamisch, mobile url)

Update jouw website code

Check de mobiele vriendelijkheid van de site (zie Boudewijn)

Vertel Google het!

Optimaliseer!

SEO en mobile - responsive

Advies van Google?!

Heeft geen SEO risico’s

Makkelijkste om te implementeren

Compatibel met andere methodes

SEO en mobiel - Google

Email marketing (automation)

Native versus Web AppsApps

Native versus Web Apps

Apps

Beacons

Out of the boxOut of the box