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How To Maximise Potential From An Ongoing Shift In Device Usage

Melanie Hyde Branded3

The Next 20 Minutes Melanie Hyde

Introduction

Whats happened to the search landscape with device usage increasing?

What does this mean for advertisers and agencies?

What to take away from this presentation that can maximise the potential of your mobile traffic?

Questions

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The shift in device usage; the impact that this is having on advertisers and our

take on how to understand and maximise the potential in Search

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Device Trend Mobile vs. Desktop

51

62 68 71

74

0

10

20

30

40

50

60

70

80

2012 2013 2014 2015 2016

Percentage of people who use a smartphone

79 79

76 75

73

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2012 2013 2014 2015 2016

Percentage of people who use a computer

PresenterPresentation NotesMobile usage compared to desktop on the up data source is from Google Barometer

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Typical Client Experience: More Search on Mobile YOY, with less volume coming through Desktop. Although we see a drop in desktop

traffic, its CR% is going up.

Can we make the assumption?: Mobile is Research Device

Desktop is Purchase Device

PresenterPresentation NotesLauren/Katie is there a different back ground image we can use here?Or make the slide look better?

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Search is the most common starting point for mobile research

PresenterPresentation NotesKatie/Lauren Dont know if we can use this, but I would like to create something similar please

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Mobile consumer spending expectation that 42% of all retail sales will involve a mobile device in some way.

Less than 3% of retailers believe their business is mobile ready and a further 70% said that they didnt offer a mobile website or mobile app for consumers

Sales made through apps now account for a third (33%) of all retail spend on mobiles, despite only 10% of retailers offering one.

Consumers are spending on Mobile

PresenterPresentation NotesKatie/Lauren Dont know if we can use this, but I would like to create something similar please or is there any other specifc mobile related image we can use? I dont have to use the blue and orange graph above

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What does this mean for advertisers?:

- Its becoming increasingly more difficult to track a consumers activity across device

- Harder to make informed decisions on when,

where and how to target consumers

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Key things that can help you maximise the potential of mobile traffic, through

understanding and effective targeting

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Challenge your agency to think and act mobile first

- Through every stage of optimisation - Lots of talk and not enough action

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Understand Attribution Across Device

Multitude of third parties who can help you understand your audience and aid effective targeting - Remarketing and retargeting across device - Look at cross device tracking tools to understand journeys - Match email addresses, to improve personalisation across offline and online channels

- Match CRM data and audience lists

PresenterPresentation NotesTell your customers a consistent story across multiple devices. Track where customers have started their journey and what/where they have purchased.

That the right actions across marketing platforms

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Google Product Launches Make the most of local search Nearly a third of all mobile search is used for local store search

PresenterPresentation NotesMobile specific bidding, importance of being able to break out. Full controlPromoted PINs

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Move towards the audience rather than the keyword

The key now is to track the audience and target them at the point of purchase when is easiest for them

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CRM DATA Custom segmented audience lists

Transactions

Segments

Research Response & Intent

Behaviours

Retargeting on mobile/desktop CRM Retargeting CRM Communications Site Personalisation & CRO Prioritise content and channel with audience insight

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Questions? B3

Slide Number 1Slide Number 2Slide Number 3Slide Number 4Device Trend Mobile vs. DesktopSlide Number 6Slide Number 7Consumers are spending on MobileSlide Number 9Slide Number 10Slide Number 11Slide Number 12Slide Number 13Slide Number 14Slide Number 15Slide Number 16