Review of Trends in Mobile by Google

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  • Topic: Brand management, Brand, Advertising
  • Pages : 12 (1168 words )
  • Download(s) : 74
  • Published : January 16, 2013
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The Mobile Playbook
Jason Spero
Head of Global Mobile Sales & Strategy

Google Confidential and Proprietary

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WHY MOBILE
Google Confidential and Proprietary 2

Buzz around mobile advertising challenges

Google Confidential and Proprietary

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Buzz around mobile monetization challenges

Google Confidential and Proprietary

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Mobile integral to everyone’s lives
Mobile everywhere and growing
•  Over 50% of Americans now own a smartphone1 •  Globally, mobile devices will outnumber PCs next year2

Mobile now integral to our everyday lives

•  6 of 10 mobile users feel compelled to use their devices at least once an hour (1 in 7 every 10 minutes)3 •  7 of 10 mobile users have their phones next to their bed3 •  4 of 10 primetime TV viewers also consume content on phones and tablets while watching TV4

Google Confidential and Proprietary

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Mobile peaks throughout the year
•  During Superbowl, tv ad-related queries grew: •  200% from desktop •  2700% from mobile

•  Olympics-related queries from mobile increased 10x within 1st week of games •  55% of Olympics queries in Japan from mobile

•  62% of restaurant-related queries on Valentine’s Day from mobile •  In week leading up to Valentine’s, queries grew: •  142% from desktop •  359% from mobile Google Confidential and Proprietary 6

Mobile momentum across Google
•  In 2010, 1 in 10 queries from mobile •  In 2011, 1 in 7 queries •  In 2012, 1 in 4 queries •  Mobile traffic tripled in past year •  Mobile now accounts for 40% of total views

•  Mobile now represents over 50% of sessions

Google Confidential and Proprietary

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Japan’s mobile queries exceed desktop queries

Toda y

Google Confidential and Proprietary

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WHY MOBILE
Google Confidential and Proprietary 9

INTRODUCTION

01 02 03 04 05

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?

CONCLUSION
Google Confidential and Proprietary 10

Win moments that matter

01

How does mobile change our value proposition?
Google Confidential and Proprietary 11

Serving the Mobile Customer

Google Confidential and Proprietary

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CHASE

Users can use smartphones to take pictures of checks and deposit via mobile

Google Confidential and Proprietary

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DELTA

Passengers scan their smartphones as they board

Google Confidential and Proprietary

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KEY TAKEAWAY
Define your value prop by finding out how your customer wants to engage you in mobile Google Confidential and Proprietary 15

Win moments that matter

02

How does mobile impact our digital destinations?
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Mobile-optimized Websites

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How does your site appear to

55%
Google Confidential and Proprietary

MOBILE USERS?

79%

say a poor mobile experience hurts their opinion of a brand

Source: Sterling Brands & SmithGeiger Sep 2012

will hit back button & move on to another site after subpar mobile experience 18

1-800-FLOWERS
Optimized mobile site to increase conversions

BEFORE

AFTER
Google Confidential and Proprietary 19

Branded Mobile Apps

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1 2 3

Offer users entertainment, utility, or both. Design your apps for the largest mobile platforms. Promote your app.

Google Confidential and Proprietary

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Make better decisions

03

Is our organization adapting to mobile?
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Mobile CHAMPION

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Questions you should be asking your organization
1 2 3 4 5 6 7 8
Is mobile a key metric in your management dashboard? How often do you review your mobile stats,...
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