Мобильные сервисы - революция или миф? Можно ли на этом...

Google Confidential and Proprietary

Mobile - revolution or marketing myth? Is it possible to make money on that?

Mariusz GąsiewskiKiev, 18.10.2013

Google Confidential and Proprietary 2

What about mobile?

Source: D. Van Duyne, J. Landay, J. Hong: The Design of Sites


Smartphone usage

2013

Bulgaria 28%Czech republic 42%

Hungary 34%

Lithuania 35%Poland 35%

Romania 28%

Slovakia 46%

Ukraine 14%

3

Source: TNS Intratest 2013


Smartphone usage

2012 2013

Bulgaria n.a. 28%Czech republic 17% 42%

Hungary 22% 34%

Lithuania n.a. 35%Poland 15% 35%

Romania 12% 28%

Slovakia 14% 46%

Ukraine 7% 14%

4

Source: TNS Intratest 2013

Google Confidential and Proprietary5

Growth of smartphone’s queries in Ukraine

Source: Internal data

HU29%

„I would rather give up TV than my smartphone”

RO28%

PL33%

UA52%

Source: Our mobile planet 2013


Who does your client want to target?

Source: TGI, MillwardBrown SMG/KRC, july - december 2012

W 25-44


Monthly income > 750 EUR



Did you have trip by airplane during last 12 months?



there are not many clicks from mobile


Clicks in search - example

12



13

5,35%

6,42%

4,19%

2,34%

2,02%

1,53%

1,15%



14


The winner takes it all

15

7,27%

4,11%

0,41%

0,29%

0,35%


The winner takes all

16


Remember

17


Increase visibility of ad

18



Ad text adjusted for user’s context



Position in mobile is evan more important than in desktop

22


AdWords optimization?

23


AdWords optimization?

24


Optimization for location

25

Click to call


Online to store via mobile click to call: Starwood Hotels

Goals• Allow potential guests to bypass lengthy

forms

Results • 200% increase in mobile traffic

• 20x increase in mobile paid search ROI

• 20% month to month mobile booking growth

27



Poor mobile website?

29

Mobile website


4%

5%

13%

10%

Form optimization

Form optimization


Cloze Test

35

2-5 seconds maximum!

-42%



Przy uruchomieniu pierwszej odsłony aplikacji głównym założeniem było sprawdzenie, w jaki sposób grupa docelowa wykorzystuje takie narzędzie.

Przy budowie wersji 2.0 postawiliśmy sobie bardziej policzalne cele: osiągnięcie 200 tysięcy pobrań, podniesienie średnich ocen aplikacji do poziomu 4.5/5.

Which content is most important?

Fast way to find problems



Reasearched via smartphone...

Source: Our mobile planet 2013


Call tracking in mobile

45


Coupons

Approach• Offered $5 discount for customers

signing up from mobile devices

Results• 12% of total sales from mobile devices• $5-off coupon increased sales initiated

from mobile by 35%

As a special mobile-only offer, sign up now to receive your certificate for only $24.95 (normally $29.95)

46

www.strona.pl/adwords/

http://www.strona.pl/adwords/

http://www.strona.pl/adwords/


Online + offline

1

2

3

unique ID

Customer recognition

ID matching+48

Mariusz GasiewskiMG10010

App download 2 EUR

New „visits” versus returning 1:5

Total number of „visits” 6

Cost of visit 0,3 EUR

Time spent in app 17 min

How to eat an elephant?


Deliver value not campaigns

Mobile is not only about engagement

Learn to use data

Knowledge is money

To do or not to do...?


Thank you

[email protected]

www.ittechnology.us

mailto:[email protected]

mailto:[email protected]

http://www.ittechnology.us

http://www.ittechnology.us

Date post:	17-Jan-2015
Category:	Marketing
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