0900 omma mobile tim reis

1 www.themobileplaybook.com

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Tim Reis, Head of Mobile and Social Solutions, Google

May 14, 2012


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


www.themobileplaybook.com


01 How does mobile change our value proposition?

Win moments that

matter



INTUIT Consumers can file taxes

from their smartphones


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


of men

of women

38%

53% USE SMART

PHONES to check prices at

other locations

Source: Insight Express, 3Q 2011


AMAZON Shoppers can scan in-store

barcodes to create

comparative price lists

“The four walls of the store have become porous.”


Define your value prop by finding out how your

customer wants to engage you in mobile

KEY TAKEAWAY


02 How does mobile impact our digital destinations?

Win moments that

matter


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


BEFORE AFTER

1-800-

FLOWERS Optimized mobile site to

increase conversions


Branded Mobile Apps


Offer users entertainment,

utility, or both.

Design your apps for the largest mobile

platforms.

Promote your app.


HP Print from

your phone


Your #1 priority is to build a mobile website

KEY TAKEAWAY


03 Is our organization adapting to mobile?

Make better decisions


Mobile CHAMPION


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


04 How should our marketing adapt to mobile?

Go bigger, faster


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



STARWOOD HOTELS

“Hyperlocal” mobile search

campaign tripled mobile traffic

“Increased ROI 20X, increased bookings by 20%, and tripled mobile traffic.”


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


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


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%


Coke


Run rich media HTML5 ads to extend your

branding message to the mobile audience

KEY TAKEAWAY


Scanning...

Scanning...

Offline Media Strategies


Assign your marketing org the action item of

reviewing their programs through a mobile lens

KEY TAKEAWAY


05 How can we connect with our tablet audience?

Go bigger, faster


KRAFT Rethought mobile

experience for

tablets


SWEETWATER 30% higher iPad

conversion rate than

online


HTML 5 When rich media

meets tablets


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


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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