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‣ 2009: the year of mobile ‣ 2010: the year of mobile ‣ 2011: the year of mobile ‣ 2012: the year of mobile ‣ 2013: the year of mobile ‣ 2014: the year of mobile
‣ Focus on mobile behaviour!
‣ Brick and mortar: often focused on connecting with or finding info on stores
‣ E-commerce: browsing / saving for later >> buying
Mobile advertising
Van Marcke's location extensions received 191.151 impressions and 19.281 clicks since January 2014.
Results
Mobile-first design
Checklist:
☑ Most important info first
☑ Easy navigation
☑ Clear call-to-actions
☑ Performant site search
...
703 Appointments or contact
7.348 Clicks on phone number
Map all your conversions
MACRO CONVERSIONS MICRO CONVERSIONS
41.002 Views oflocation details
15.809 Catalogue downloads
Value each conversion appropriatelyDE WAARDE VAN MOBIEL 1 augustus 2014 - 31 oktober 2014
Ingevulde contactformulieren
Klikken op locatie-extensies
Klikken op oproepextensies
Bezoek winkeldetails
Oproep vanop de website
Sociale acties
Downloads van brochures
9
61
893
87 96
18
NA
288
180
9699 0 0
NA
3040
10 5 2 5 5
1
1
90
305
1786
435 480
0
18
2880
900
19398 0 0
0
3040
DE WAARDE VAN MOBIEL 1 augustus 2014 - 31 oktober 2014
Ingevulde contactformulieren
Klikken op locatie-extensies
Klikken op oproepextensies
Bezoek winkeldetails
Oproep vanop de website
Sociale acties
Downloads van brochures
9
61
893
87 96
18
NA
288
180
9699 0 0
NA
3040
10 5 2 5 5
1
1
90
305
1786
435 480
0
18
2880
900
19398 0 0
0
3040
1.091
6.257
938 3.758
0
0
Filled out contact forms
Clicks on location extensions
Use of store locator
Clicks on call extensions
Calls from website
Catalogue downloads
10
5
2
5
5
194 15.715
22 681 220 6.810
3.976 32.330
4.690 18.790
7.952 64.660
12.514 0
05.455
94 15.715
DE WAARDE VAN MOBIEL 1 augustus 2014 - 31 oktober 2014
Mobiele Waarde
Desktop/Tablet Waarde
Mobiele Investering
Desktop/Tablet Investering
3114 Euro
1246 Euro
26218 Euro
19908 Euro
Mobiele ROI = +150%
Desktop/Tablet ROI = +30%
30.925 €Mobiele waarde
12.370 €Mobiele investering
105.975 €
80.469 €Desktop/tablet investering
Desktop/Tablet ROI = +30%
Mobiele ROI = +150%
Desktop/tablet waarde
‣ Mobile is still growing rapidly and will continue to (No wait, that's not a takeaway. You already knew that.)
5 Key takeaways
‣ Mobile is still growing rapidly and will continue to (No wait, that's not a takeaway. You already knew that.)
‣ Users behave differently on mobile (For real??)
5 Key takeaways
‣ Mobile is still growing rapidly and will continue to (No wait, that's not a takeaway. You already knew that.)
‣ Users behave differently on mobile (For real??)
‣ Make your search engine advertising campaigns mobile-ready
5 Key takeaways
‣ Mobile is still growing rapidly and will continue to (No wait, that's not a takeaway. You already knew that.)
‣ Users behave differently on mobile (For real??)
‣ Make your search engine advertising campaigns mobile-ready
‣ Match your website with the expectancy of your mobile visitors
5 Key takeaways
‣ Mobile is still growing rapidly and will continue to (No wait, that's not a takeaway. You already knew that.)
‣ Users behave differently on mobile (For real??)
‣ Make your search engine advertising campaigns mobile-ready
‣ Match your website with the expectancy of your mobile visitors
‣ Measure every relevant action, no matter how small
5 Key takeaways
‣ Mobile is still growing rapidly and will continue to (No wait, that's not a takeaway. You already knew that.)
‣ Users behave differently on mobile (For real??)
‣ Make your search engine advertising campaigns mobile-ready
‣ Match your website with the expectancy of your mobile visitors
‣ Measure every relevant action, no matter how small
‣ Calculate the full value of mobile advertising
5 Key takeaways
‣ Lieselotte Van Tieghem
!
‣ Kenneth Tallir
‣ be.linkedin.com/in/kennethtallir
‣ twitter.com/kenneth_tallir
Questions?