Revolt Breakfast Club with Google about Mobile marketing

Confidential + Proprietary
TODAY
Introduction
Mobile Moments – Thomas Bering, Google
Q&A
Next Month…

Digital first
agency.

maximize the creative
impact.
QUOTE SLIDE

CORE AREAS
STRATEGY & INSIGHTS
CREATIVE & CONTENT
ACTIVATION & TECH

Confidential + ProprietaryConfidential + Proprietary
Creative/Mobile
Moments that Matter
Thomas Bering
Head of Performance
Google

Proprietary + Confidential
"The essential problem is that big companies are not thinking about mobile in the right way,
[...]. They're thinking of it as an extension of digital, just a way to reach consumers. They're not
thinking of it in a way that changes their businesses or adds values in a way they weren't able
to do previously."
Sir Martin Sorrell, chief of WPP
Source: Are we heading for a new, grey-tinged golden age of creativity?

Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem
Digital media cross screens outweighs TV viewing, but
there’s more!
5.09 hours
2.54 hours 2.12 hours
4.11 hours 1.27 hours 0.30 hours
Source: eMarketer Oct 2015
Incremental 52 minutes in the last 4 years

How important is mobile?

How important is mobile?
Delays in being able to
access content caused
mobile users' heart rates to
rise an average of 38
percent. Six-second delays to
video streaming caused
stress levels to increase by a
third.

Iwant to
You’veinspired me to
Image sources: Image 1, Image 2

Iwant to

Google search
for “minivan with
side camera”
Google search
for “Brand A”
Google search for
“best car dealership
in town”

Google
Searches
139 YouTube
Videos
14
Images
89 Dealer
Interactions
69
Manufacturer
Interactions
186
Stacey’s Journey: Occurred on Mobile71%
*Touchpoints = searches, website visits, video views, clicks. Source: Luth Research ZQ Intelligence™ - Luth analyzed the digital activity of its opt-in panel participants.

82%
of smartphone users use a
search engine when looking
for a local business
2X
increase in “near me”
search interest in the past
year
I-want-to-know
moments
I-want-to-watch
what-I’m-into
moments
I-want-to-go
moments
I-want-to-do
moments
66%
of smartphone users turn
to their phones to look up
something they saw in a
TV commercial
53%
of online video viewers
watch online video to be
inspired or entertained
YouTube is the
#1
platform 18-34 year-olds
choose to explore their
passions
65%
of online consumers
look up more information
online now versus a
few years ago
100M+
hours of “how-to” content
have been watched on
YouTube so far this year
29%
increase in mobile
conversion rates in
the past year
91%
of smartphone users turn
to their phones for ideas
while doing a task
82%
of smartphone users
consult their phones
while in a store deciding
what to buy
I-want-to-buy
moments
Sources:
Stat #1 in I want to watch moment (53%): Source: The Consumer Barometer Survey 2014 / 2015. Base: Internet users (accessing via computer, tablet or smartphone) and watched online video in the past week. Answer is based on a recent online video
session
Stat #2 in I want to watch moment (YouTube is #1 platform): https://think.storage.googleapis.com/docs/youtube-insights-stats-data-trends-vol4_research-studies.pdf
Rest of the stats: https://www.thinkwithgoogle.com/infographics/4-new-moments-every-marketer-should-know.html

Brainstorm Time
No
judgments
Go for
quantity!
Think
big!
Build on
ideas
Imagine a scenario which your customers might find themselves in. Which
moments might that lead them to have online?
Write down your thought process, research options and what questions come to
mind

You’veinspired me to

Super Bowl L
Sources: Think with Google

Source: Consumer Barometer, Google, NO numbers, 2015
Consumers find inspiration for purchase

Source: Our Mobile Planet, Google, NO numbers, Feb 2013
Consumers get inspired – and use their mobile
Smartphones are involved in
~20%
of pre-purchase research

“Mobile is the
anti-channel”
- Forrester

Brainstorm Time
No
judgments
Go for
quantity!
Think
big!
Build on
ideas
Think of some of the current advertising you’re running. What does that
(hopefully) lead your customers to do and how are you responding to that?
mind

Brainstorm Time
Judge!
Now take a few moments to reflect on what your main competitors are doing!
mind

Brands who meet consumers in these
moments that matter will win.

CHALLENGE:
How can mobile micro-moments
impact business results

266%
Increase in bookings
60%
Source
Increase in non-brand
mobile bookings

Unilever used search insights to understand
the latest haircare trends and styles.
#1 head brand channel in YouTube.
I-WANT-THAT-LOOK
MOMENTS

I-WANT-THAT-LOOK
MOMENTS

Device specific technology
Motion
sensor
Camera AR/VR
VideoBeacon
Audio
triggers

L’Oreal Makeup Genius
Plots makeup onto real-time images

Mercedes heavy labour discount
Scans picture of hand to calculate discount

KIA 3D Racer App
Build your 3D track by moving your phone

Philips Brushbusters - Toothbrush game
Captures sound of the toothbrush in a game

Guinness - does you good
Tap the tap and interact with games/content

Home Depot - Putting it all together
Customer journey from start to finish

So consider the role of mobile in your plans
A vital component of
standard digital
A tool to amplify and
activate above the line
Connecting Digital &
physical
Amplification
Using mobile to make
existing marketing better
Augmentation
Using mobile technology
to create new
connections and
communication

Do you have the right ideas?
Let’s test ...

Which option had
the highest
performance?
Example 1:
Orange or Blue buttons?
7,8% more
conversions
Source: https://www.whichtestwon.com/case-study/does-button-color-matter-on-mobile/

Which option had the highest performance?
Example 2:
Visual or textual
category navigation
Bounce rate
1,7% lower,
same
conversion rateSource:
https://www.whichtestwon.com/test/rue21-
2015-mobile-navigation-silver-winner/

Which option had
the highest
performance?
Example 3:
Icons with or without text

Which option had
the highest
performance?
Example 4:
Which Type Of Mobile Site
Increased Leads From
PPC Traffic? Responsive
Design vs. Stand-Alone
Mobile Site
256% more
leads
Source: https://www.whichtestwon.com/test/mobile-
site-increased-leads-ppc-traffic/

And in the real world
“We’re seeing an average of 15% increase in
conversion rates for all of our product pages”
Jelle Plijnaar, Web Analyst, SNS Bank
“All the tests were evaluated once done, but
not many people knew about the
knowledge gained from these tests. That’s
why we created a conversion guide. Now
everyone can benefit from the learnings in
the future, for example when writing texts or
designing new parts of the website.”
Source: SNS Bank case study

Before After
Paid Clicks 10000 10000
Conversion Rate 6% 6.90% 15%
Conversions 600 690
Revenue per Conversion 100 100
Total Revenue $60,000.00 $69,000.00
Margin 25% 25%
Other Costs $45,000.00 $54,000.00
Advertising Cost $10,000.00 $10,000.00
Profits $5,000.00 $5,000.00
ROI 50% 50%

Make sure to A/B test
TEST
RESEARCH
EVALUATE
Industry average:
30% of A/B tests deliver a
significant winner

‘I’d prefer creativity came from an agency over a managing consultant but we simply aren’t
getting useful data delivered consistently enough and that’s what has to happen to get
marketing more engrained within the business. It’s KPMG who are doing workshops with my
board not ad agencies.’
Amanda Rendle, HSBC’s former head of global marketing
Source: Are we heading for a new, grey-tinged golden age of creativity?

What
matters?
What’s
possible?
What’s
working?

Measurement
for Growth
Rethink

Marketers must
be able to tie
performance to
business objectives
3xmore likely to
hit their goals

What does success look like ...
Cost per Acquisition ($)
Desktop Tablet Mobile
Share of Intent

Do we know what’s
really driving results?
What’s
working?

of online adults start
an activity on one device,
but continue or finish
it on another
75%
of people who search
on their smartphones for
something nearby,
visit a business within a day
76%

cross-device insights yield
more conversions
16%

store visits globally since launch
1B+

population of Denmark
??

more likely to
use estimates
71%
Elite marketers are

What else can drive
outcomes today
and over time?
What’s
possible?

more likely to
exceed goals
2X

vs.
Fixed metrics
Outcomes
vs.
Perfection
Estimates
vs.
Efficiency
Big Bets

In summary
1) Capture the moments that matter
2) Mobile gives you many new opportunities
3) Measure them right or you will fail

Revolt Breakfast Club with Google about Mobile marketing

Revolt Breakfast Club with Google about Mobile marketing

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