0900 omma mobile tim reis
Post on 12-Sep-2014
571 views
DESCRIPTION
TRANSCRIPT
![Page 1: 0900 omma mobile tim reis](https://reader033.vdocuments.us/reader033/viewer/2022051512/5412e7f58d7f72084e8b4734/html5/thumbnails/1.jpg)
1 www.themobileplaybook.com
rp
Tim Reis, Head of Mobile and Social Solutions, Google
May 14, 2012
![Page 2: 0900 omma mobile tim reis](https://reader033.vdocuments.us/reader033/viewer/2022051512/5412e7f58d7f72084e8b4734/html5/thumbnails/2.jpg)
2 www.themobileplaybook.com
WHY MOBILE
![Page 3: 0900 omma mobile tim reis](https://reader033.vdocuments.us/reader033/viewer/2022051512/5412e7f58d7f72084e8b4734/html5/thumbnails/3.jpg)
3 www.themobileplaybook.com
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?
INTRODUCTION
CONCLUSION
![Page 4: 0900 omma mobile tim reis](https://reader033.vdocuments.us/reader033/viewer/2022051512/5412e7f58d7f72084e8b4734/html5/thumbnails/4.jpg)
4 www.themobileplaybook.com
www.themobileplaybook.com
![Page 5: 0900 omma mobile tim reis](https://reader033.vdocuments.us/reader033/viewer/2022051512/5412e7f58d7f72084e8b4734/html5/thumbnails/5.jpg)
5 www.themobileplaybook.com
01 How does mobile change our value proposition?
Win moments that
matter
![Page 6: 0900 omma mobile tim reis](https://reader033.vdocuments.us/reader033/viewer/2022051512/5412e7f58d7f72084e8b4734/html5/thumbnails/6.jpg)
6 www.themobileplaybook.com
![Page 7: 0900 omma mobile tim reis](https://reader033.vdocuments.us/reader033/viewer/2022051512/5412e7f58d7f72084e8b4734/html5/thumbnails/7.jpg)
7 www.themobileplaybook.com
INTUIT Consumers can file taxes
from their smartphones
![Page 8: 0900 omma mobile tim reis](https://reader033.vdocuments.us/reader033/viewer/2022051512/5412e7f58d7f72084e8b4734/html5/thumbnails/8.jpg)
8 www.themobileplaybook.com
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
![Page 9: 0900 omma mobile tim reis](https://reader033.vdocuments.us/reader033/viewer/2022051512/5412e7f58d7f72084e8b4734/html5/thumbnails/9.jpg)
9 www.themobileplaybook.com
of men
of women
38%
53% USE SMART
PHONES to check prices at
other locations
Source: Insight Express, 3Q 2011
![Page 10: 0900 omma mobile tim reis](https://reader033.vdocuments.us/reader033/viewer/2022051512/5412e7f58d7f72084e8b4734/html5/thumbnails/10.jpg)
10 www.themobileplaybook.com
AMAZON Shoppers can scan in-store
barcodes to create
comparative price lists
“The four walls of the store have become porous.”
![Page 11: 0900 omma mobile tim reis](https://reader033.vdocuments.us/reader033/viewer/2022051512/5412e7f58d7f72084e8b4734/html5/thumbnails/11.jpg)
11 www.themobileplaybook.com
Define your value prop by finding out how your
customer wants to engage you in mobile
KEY TAKEAWAY
![Page 12: 0900 omma mobile tim reis](https://reader033.vdocuments.us/reader033/viewer/2022051512/5412e7f58d7f72084e8b4734/html5/thumbnails/12.jpg)
12 www.themobileplaybook.com
02 How does mobile impact our digital destinations?
Win moments that
matter
![Page 13: 0900 omma mobile tim reis](https://reader033.vdocuments.us/reader033/viewer/2022051512/5412e7f58d7f72084e8b4734/html5/thumbnails/13.jpg)
13 www.themobileplaybook.com
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
![Page 14: 0900 omma mobile tim reis](https://reader033.vdocuments.us/reader033/viewer/2022051512/5412e7f58d7f72084e8b4734/html5/thumbnails/14.jpg)
14 www.themobileplaybook.com
BEFORE AFTER
1-800-
FLOWERS Optimized mobile site to
increase conversions
![Page 15: 0900 omma mobile tim reis](https://reader033.vdocuments.us/reader033/viewer/2022051512/5412e7f58d7f72084e8b4734/html5/thumbnails/15.jpg)
15 www.themobileplaybook.com
Branded Mobile Apps
![Page 16: 0900 omma mobile tim reis](https://reader033.vdocuments.us/reader033/viewer/2022051512/5412e7f58d7f72084e8b4734/html5/thumbnails/16.jpg)
16 www.themobileplaybook.com
Offer users entertainment,
utility, or both.
Design your apps for the largest mobile
platforms.
Promote your app.
![Page 17: 0900 omma mobile tim reis](https://reader033.vdocuments.us/reader033/viewer/2022051512/5412e7f58d7f72084e8b4734/html5/thumbnails/17.jpg)
17 www.themobileplaybook.com
HP Print from
your phone
![Page 18: 0900 omma mobile tim reis](https://reader033.vdocuments.us/reader033/viewer/2022051512/5412e7f58d7f72084e8b4734/html5/thumbnails/18.jpg)
18 www.themobileplaybook.com
Your #1 priority is to build a mobile website
KEY TAKEAWAY
![Page 19: 0900 omma mobile tim reis](https://reader033.vdocuments.us/reader033/viewer/2022051512/5412e7f58d7f72084e8b4734/html5/thumbnails/19.jpg)
19 www.themobileplaybook.com
03 Is our organization adapting to mobile?
Make better decisions
![Page 20: 0900 omma mobile tim reis](https://reader033.vdocuments.us/reader033/viewer/2022051512/5412e7f58d7f72084e8b4734/html5/thumbnails/20.jpg)
20 www.themobileplaybook.com
Mobile CHAMPION
![Page 21: 0900 omma mobile tim reis](https://reader033.vdocuments.us/reader033/viewer/2022051512/5412e7f58d7f72084e8b4734/html5/thumbnails/21.jpg)
21 www.themobileplaybook.com
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
1
2
3
4
5
6
7
8
![Page 22: 0900 omma mobile tim reis](https://reader033.vdocuments.us/reader033/viewer/2022051512/5412e7f58d7f72084e8b4734/html5/thumbnails/22.jpg)
22 www.themobileplaybook.com
Assign a Mobile Champion in your company &
empower them with a cross-functional task force
KEY TAKEAWAY
![Page 23: 0900 omma mobile tim reis](https://reader033.vdocuments.us/reader033/viewer/2022051512/5412e7f58d7f72084e8b4734/html5/thumbnails/23.jpg)
23 www.themobileplaybook.com
04 How should our marketing adapt to mobile?
Go bigger, faster
![Page 24: 0900 omma mobile tim reis](https://reader033.vdocuments.us/reader033/viewer/2022051512/5412e7f58d7f72084e8b4734/html5/thumbnails/24.jpg)
24 www.themobileplaybook.com
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
![Page 25: 0900 omma mobile tim reis](https://reader033.vdocuments.us/reader033/viewer/2022051512/5412e7f58d7f72084e8b4734/html5/thumbnails/25.jpg)
25 www.themobileplaybook.com
![Page 26: 0900 omma mobile tim reis](https://reader033.vdocuments.us/reader033/viewer/2022051512/5412e7f58d7f72084e8b4734/html5/thumbnails/26.jpg)
26 www.themobileplaybook.com
STARWOOD HOTELS
“Hyperlocal” mobile search
campaign tripled mobile traffic
“Increased ROI 20X, increased bookings by 20%, and tripled mobile traffic.”
![Page 27: 0900 omma mobile tim reis](https://reader033.vdocuments.us/reader033/viewer/2022051512/5412e7f58d7f72084e8b4734/html5/thumbnails/27.jpg)
27 www.themobileplaybook.com
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
![Page 28: 0900 omma mobile tim reis](https://reader033.vdocuments.us/reader033/viewer/2022051512/5412e7f58d7f72084e8b4734/html5/thumbnails/28.jpg)
28 www.themobileplaybook.com
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
![Page 29: 0900 omma mobile tim reis](https://reader033.vdocuments.us/reader033/viewer/2022051512/5412e7f58d7f72084e8b4734/html5/thumbnails/29.jpg)
29 www.themobileplaybook.com
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%
![Page 30: 0900 omma mobile tim reis](https://reader033.vdocuments.us/reader033/viewer/2022051512/5412e7f58d7f72084e8b4734/html5/thumbnails/30.jpg)
30 www.themobileplaybook.com
Coke
![Page 31: 0900 omma mobile tim reis](https://reader033.vdocuments.us/reader033/viewer/2022051512/5412e7f58d7f72084e8b4734/html5/thumbnails/31.jpg)
31 www.themobileplaybook.com
Run rich media HTML5 ads to extend your
branding message to the mobile audience
KEY TAKEAWAY
![Page 32: 0900 omma mobile tim reis](https://reader033.vdocuments.us/reader033/viewer/2022051512/5412e7f58d7f72084e8b4734/html5/thumbnails/32.jpg)
32 www.themobileplaybook.com
Scanning...
Scanning...
Offline Media Strategies
![Page 33: 0900 omma mobile tim reis](https://reader033.vdocuments.us/reader033/viewer/2022051512/5412e7f58d7f72084e8b4734/html5/thumbnails/33.jpg)
33 www.themobileplaybook.com
Assign your marketing org the action item of
reviewing their programs through a mobile lens
KEY TAKEAWAY
![Page 34: 0900 omma mobile tim reis](https://reader033.vdocuments.us/reader033/viewer/2022051512/5412e7f58d7f72084e8b4734/html5/thumbnails/34.jpg)
34 www.themobileplaybook.com
05 How can we connect with our tablet audience?
Go bigger, faster
![Page 35: 0900 omma mobile tim reis](https://reader033.vdocuments.us/reader033/viewer/2022051512/5412e7f58d7f72084e8b4734/html5/thumbnails/35.jpg)
35 www.themobileplaybook.com
KRAFT Rethought mobile
experience for
tablets
![Page 36: 0900 omma mobile tim reis](https://reader033.vdocuments.us/reader033/viewer/2022051512/5412e7f58d7f72084e8b4734/html5/thumbnails/36.jpg)
36 www.themobileplaybook.com
SWEETWATER 30% higher iPad
conversion rate than
online
![Page 37: 0900 omma mobile tim reis](https://reader033.vdocuments.us/reader033/viewer/2022051512/5412e7f58d7f72084e8b4734/html5/thumbnails/37.jpg)
37 www.themobileplaybook.com
HTML 5 When rich media
meets tablets
![Page 38: 0900 omma mobile tim reis](https://reader033.vdocuments.us/reader033/viewer/2022051512/5412e7f58d7f72084e8b4734/html5/thumbnails/38.jpg)
38 www.themobileplaybook.com
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
![Page 39: 0900 omma mobile tim reis](https://reader033.vdocuments.us/reader033/viewer/2022051512/5412e7f58d7f72084e8b4734/html5/thumbnails/39.jpg)
39 www.themobileplaybook.com
Mobile represents a sociological shift with how users relate with both the digital and physical world Businesses that understand this will win
Conclusion
![Page 40: 0900 omma mobile tim reis](https://reader033.vdocuments.us/reader033/viewer/2022051512/5412e7f58d7f72084e8b4734/html5/thumbnails/40.jpg)
40 www.themobileplaybook.com
www.themobileplaybook.com
Available across all screens
If you can, check out the site from your tablet device