2. My Background
I came to Australia with a laptop and
a suitcase only
7years + ago I knew nothing about
Internet Marketing
I have had to change my business
model many times to stay ahead of
the crowd
My Background
3. My Background – In UK
• 13 years with Alliance Unichem
(Top 100 company)
• Business development, e
commerce, customer service,
finance & logistics
• $150M of sales
• Sales & marketing director start
up e commerce
• Doubled sales from $7m to 14M
4. My Background
I came to Australia with a laptop and
a suitcase only
6 years + ago I knew nothing about
Internet Marketing
I thought Social Media was a waste of
time at 1 point
I have had to change my business
model many times to stay ahead of
the crowd
My Background
5. Brisbane – The Australian Dream
• Love Brisbane & it`s people
• 1st 6 months looking for jobs
• 1st year of Internet
marketing - Minefield
• 11 Professional & world
class experts
• Dedicated every day 6.5 years
improving skills
6.
7.
8. Australian Business
• Started in SEO - Training programmers
• Expanded Google Adwords
• Internet marketing results
based websites
• Variety services - Mobile, Analytics,
Social media
• Small and larger businesses
25. Mobile Marketing – Australia Leading The World
Australia highest penetration of users in the world (ex Singapore)
Using for networking, searching & shopping
25% of all searches are local
26. Australian Uses Of Mobile
1. Social networking 2. Shopping 3. Searching
Facebook 500M
27.
28. Mobile Purchases – Past 6 months 2000 New Merchants
28% those surveyed by Google had bought via their mobile phone
34. Business Not Tracking Their ROI
A large proportion don't measure
their return on investment
Only 27% small business & 34% of
medium business using Social Media
41. Google Survey Key Statistics
57%
Would not recommend a
business with a bad
mobile website
42. Google Survey Key Statistics
40%
Have turned to a
competitors website after a
bad mobile experience
43. Google Survey Key Statistics
23%
Have cursed at their
phone when a mobile site
does not work
44. Mobile Marketing Lost Opportunity?
“ The year of the mobile has already happened. If mobile as a
strategy is not being considered by the CEO or at board level,
you are already behind the 8 ball ”
Jason Pellegrino – Google Australia
45.
46. Two Key Trends In The Australian Market
Lack of understanding around
mobile integration with other
communication channels
Lack of urgency around the move
to mobile compatible platforms
48. 1- Create A Dedicated Mobile Website
How many people search on
their mobiles?
How many have a dedicated
mobile website?
49. Local Search – Make Your Phone Ring
61% users call after a local business search
2 in 5 Australians search on their mobile as opposed
to 3 in 5 desktop
50.
51. 2) Advertise Your Business On Mobile
In 2012 spending mobile
display advertising & search
1.6 Billion
53. Appear on mobile devices in Google search
results, on websites and in apps
Reach people whereever they access the internet
on their phone
What Are Mobile Search Ads?
54. Connect your business and customers by phone
Drive local in-store traffic
Promote your mobile app
Engage with mobile shoppers
Why Mobile Search Ads?
63. Conclusion
Mobile ads are an important part of online
advertising strategy
They are relevant, local and targeted
Strong calls to action important
Highly measureable performance
64.
65. It’s a way of making your Google
experience social
Over 400
Million Users
3) What Is Google+?
68. Increase of 5-10%* in
search and click-
through rates
*Source: Google Internal Data. Last updated: July 2012.
What Google+ Can Do For You? Mobile Ads
69. Set up your Google + business page
Link Your Google+ Page To Your Ads
70. Check +1 annotations section ingoogle adwords reporting
Click-through rates
Measuring The Impact Of Google+
71. Conclusion
Google+ is a excellentway to boost the
performance of online marketing (+ Search)
Helps increase the number of
people seeing your ads
Potential customers online will
trust you more
72.
73. Google Hangout Ideas For Business
Interview
Live customer case study
Product Launches
Webinar
74. 4 - Mobile Apps Lead Generation
Inbound Marketing – Searching, finding & using your App
75. The Top 4 Features Your Mobile App Should Have
1. Push Notifications
76. The Top 4 Features Your Mobile App Should Have
2. Mobile Payment
77. The Top 4 Features Your Mobile App Should Have
3. Social Integration
78. Mobile Apps Lead Generation – Business Outcome
Social Media summary + Sharing
Pre sell your product & service
Need to market them
79. The Top 4 Features Your Mobile App Should Have
4. One click contacting
84. 5) Permission Based Mobile Marketing
Getting consent from consumers BEFORE
you ever send text messages to them
A subscriber opts-in through their mobile
phone, or when they give permission to
have messages sent to them
85. Mobile Permission Based Marketing – 95% Open Rate SMS
Gain consent to marketing by offering valuable free gift
Many of them I still work & stay in touch with today, including the senior director of search for eBay and the senior advisor to Barack Obama for Social Media (photos of David Bullock and the eBay guy with snippets of the testimonial)I thought Social Media and tracking its results was a waste of time as you may do, 4 years ago however I kept my mind open to change.I have had to change my business model many times to keep ahead of the competition and focusing on ROI for clients, has really shown what you can achieve when you track & testyour marketing
Forrester Research has just released a new report this morning projecting U.S. mobile commerce to reach $31 billion by 2016, growing at a 39% compound rate. But the report says that mobile commerce is only expected to be 7% of overall eCommerce sales by 2016 and only 1% of general retail sales
Pellegrino said the two key trends in the Australian market are the lack of understanding around mobile integration with other communication channels – for example 57% of smartphone users actively searched on their mobile device after seeing an ad on TV. Another issue, according to Pellegrino, is that those agencies and clients who do have a sense of how mobile integrates with other messaging activity, have a “surprising lack of urgency” around the move to mobile compatible platforms, preferring to “wait for the perfect solution in six to nine months time, rather than implementing interim measures straight away,” even though according to Google’s data, 61% of mobile users surveyed said they were unlikely to return to a site that they had trouble accessing from their phone.
According to a new report from Forrester Research titled “US Interactive Marketing Forecast,2011 To 2016”, spending on mobile display advertising and search will overtake email and social this year to reach $1.6 billion in revenues. Mobile ad spending will continue to grow at a 38% CAGR to hit $8.2 billion in revenues by 2016 in the United States.
Use them to put your business in front of people as they use their phones and tablets throughout the dayMobile ads are shown to people searching and browsing the internet on smartphonesThey have the potential to reach people whereever they access the internet on their phone
When it comes to mobile advertising ‘how’ is now more important than ‘why’To meet the needs of a growing market, Google have developed some great features to help you reach your mobile audience effectivelyConnect your business and customers by phoneDrive local in-store trafficPromote your mobile appEngage with mobile shoppers
Call extensionsCall extensions enhance ads with a phone number, allowing mobile customers to directly call a business from the mobile adGoogle also offers the option to show ads that only allow calls by selecting ‘allow only click-to-call’ in your extensions settingsLocation extensionsWhen coupled with Call Extensions, Location Extensions help to drive traffic and visits to your local businessSome advertisers value both phone calls and foot traffic to their stores. Location Extensions extend normal text ads with both a phone number and a business addressThe phone number and address associated with a Location Extension will show on all devices
Call extensionsCall extensions enhance ads with a phone number, allowing mobile customers to directly call a business from the mobile adGoogle also offers the option to show ads that only allow calls by selecting ‘allow only click-to-call’ in your extensions settingsLocation extensionsWhen coupled with Call Extensions, Location Extensions help to drive traffic and visits to your local businessSome advertisers value both phone calls and foot traffic to their stores. Location Extensions extend normal text ads with both a phone number and a business addressThe phone number and address associated with a Location Extension will show on all devices
There are lots of different ways that you can use to measure mobile ad effectiveness depending on the chosen ad extensionsFor example these include - sales, sign-ups, number of calls, length of calls, conversions, downloads
Founded by Google in June 2011It has 400 million* registered usersUsers add friends to their ‘circles’ to share content and to video chatThe top branded pages on Google+ have over millions of followers
Get closer to potential customers when they’re online and engagedIncrease awareness with Google+ recommeandations. Customers’ circles can see the brands and companies that they are following on Google+Build trust – potential customers look favourably on brands if they see that people in their circles like them
What Google+ can do for you?See an average increase of 5-10%* in search and click-through rates thanks to Google+.
Link your Google+ page to your ads.Expand your brand presence online.
By using the +1 Annotations section in Google AdWords Reporting it is easy to see full statistics including clicks, impressions and click-through rates for campaigns linked to your brand’s Google+ page
When this is executed correctly, permission based mobile marketing will provide you with a much higher response rate and great returns on your investment. The higher response rating comes from the fact that you are targeting only those who are interested in your service or product. This effectively reduces the waste of advertisement because of the specific targeting. Your greater returns on investments will come from a higher percentage of your subscribers responding to your marketing because of their interest. Statistics show the response and conversion rates are much much higher with business who practice the principles of permission based mobile marketing. Everyone is happy, both the consumer who benefits from the value exchange and the business who is cashing in on the response from the consumer.
Since consumers have the freedom of choosing the campaigns they receive messaging from, obviously the experience becomes more personal and targeted to them because it is based all around their preferences. Permission based mobile marketing eliminates the interruption that comes to a consumer from unsolicited messaging. A statistic from the MMA shows:
Once they have made this exchange of consent for something of value, it now becomes the responsibility of the company to maintain the consent of the subscriber.Opt-out information is provided to subscribers when the opt-in, and on every message sent from a campaign, giving them the option of revoking their consent and withdrawing from receiving the messages. In order to maintain the interest and consent of the subscriber, a company must continually communicate the value the subscriber is obtaining from this service. Remind them why they opted-in! Also, make sure to understand the consumers interests and try to target the messages to your consumers interests. Marketing is a constant effort to keep the consumers happy and interested in your product or service. The third, and perhaps most important thing, is to respect your consumers privacy. Don’t sell their information to other people. By opting-in to receive messages, they are trusting you to keep their data private. A good practice is to continually explain how you value their privacy and that you are keeping their data private.
Once they have made this exchange of consent for something of value, it now becomes the responsibility of the company to maintain the consent of the subscriber.Opt-out information is provided to subscribers when the opt-in, and on every message sent from a campaign, giving them the option of revoking their consent and withdrawing from receiving the messages. In order to maintain the interest and consent of the subscriber, a company must continually communicate the value the subscriber is obtaining from this service. Remind them why they opted-in! Also, make sure to understand the consumers interests and try to target the messages to your consumers interests. Marketing is a constant effort to keep the consumers happy and interested in your product or service. The third, and perhaps most important thing, is to respect your consumers privacy. Don’t sell their information to other people. By opting-in to receive messages, they are trusting you to keep their data private. A good practice is to continually explain how you value their privacy and that you are keeping their data private.
Once they have made this exchange of consent for something of value, it now becomes the responsibility of the company to maintain the consent of the subscriber.Opt-out information is provided to subscribers when the opt-in, and on every message sent from a campaign, giving them the option of revoking their consent and withdrawing from receiving the messages. In order to maintain the interest and consent of the subscriber, a company must continually communicate the value the subscriber is obtaining from this service. Remind them why they opted-in! Also, make sure to understand the consumers interests and try to target the messages to your consumers interests. Marketing is a constant effort to keep the consumers happy and interested in your product or service. The third, and perhaps most important thing, is to respect your consumers privacy. Don’t sell their information to other people. By opting-in to receive messages, they are trusting you to keep their data private. A good practice is to continually explain how you value their privacy and that you are keeping their data private.
Building relationships on Google+ may improve other parts of your marketing plan. Google+ is integrating social in all the Google products marketers already use, which can help them drive deeper engagement with their target customers, be more relevant by offering social recommendations when customers need them most and remain accountable by providing transparency of how their ad dollars are performing. With Google Analytics Social reports you can tie your social media to metrics you care about. Here are some top tips Adam covered in the webinar:
Find something you can measure (micro or macro-conversions) and sprint in that direction. Focus on how separate channels can drive different types of site actions, which can be tied to a value you determine.Measure success criteria directionally. Benchmarks are uncommon and do not necessarily translate across products, services or industries.Create your social posts with a measurement goal in mind. Be sure to include a call to action to inspire your audience to act.Understand and connect with your audience differently across the different networks. Try not to post the same thing on each platform, customize and use what works best.
Find something you can measure (micro or macro-conversions) and sprint in that direction. Focus on how separate channels can drive different types of site actions, which can be tied to a value you determine.Measure success criteria directionally. Benchmarks are uncommon and do not necessarily translate across products, services or industries.Create your social posts with a measurement goal in mind. Be sure to include a call to action to inspire your audience to act.Understand and connect with your audience differently across the different networks. Try not to post the same thing on each platform, customize and use what works best.
Find something you can measure (micro or macro-conversions) and sprint in that direction. Focus on how separate channels can drive different types of site actions, which can be tied to a value you determine.Measure success criteria directionally. Benchmarks are uncommon and do not necessarily translate across products, services or industries.Create your social posts with a measurement goal in mind. Be sure to include a call to action to inspire your audience to act.Understand and connect with your audience differently across the different networks. Try not to post the same thing on each platform, customize and use what works best.
