Official Google Canada Blog: What marketers need to know about mobile: Highlights from Eric Morris’ keynote at Mobile Day 2013

Official Canada Blog

News and notes from Google Canada

What marketers need to know about mobile: Highlights from Eric Morris’ keynote at Mobile Day 2013

Friday, May 10, 2013

Note: This post is part of our ongoing #MobileMonth series for May.Mobile Day 2013

Mobile is so big you can’t have specialists thinking about it, you need everyone thinking about it. Mobile plays a role at all stages of the purchase cycle, from research through consideration and purchase. Our recent multi-screen research has shown that 90% of people move between devices to accomplish a goal, whether that’s on smartphones, PCs, tablets or TV. As a result, marketers need to think about mobile as an integral component to their overall marketing plans, and not something to be considered separately.

Context is important. Think about what your customers are looking for in mobile and give them the right information. Signals like location, time of day, and the capabilities of the device people are using have become increasingly important. For example, a pizza restaurant probably wants to show one ad to someone searching for “pizza” at 1pm on their PC at work (perhaps a link to an online order form or menu), and a different ad to someone searching for “pizza” at 8pm on a smartphone a half-mile from the restaurant (perhaps a click-to-call phone number and restaurant locator). People want ads and information that are relevant for the context they are in.

Build your mobile sites for thumbs not mice. Did you know: 8 in 10 consumers instantly abandon a mobile site if the experience isn’t up to par?¹ Mobile consumers have high expectations from businesses today. With Google mobile searches growing 400% in the last two years, it’s increasingly important for businesses to satisfy the needs of a mobile user by building a mobile-friendly site. A great mobile site will help your business by allowing people visiting your website on mobile devices to easily complete what they intend to do, such as making a purchase or contacting you.

Don’t shoehorn traditional metrics onto digital. Build an attribution model and assign value to all mobile conversions. Mobile impacts many stages of the path to purchase. For example, a customer might purchase a product directly on their phone or they might simply look for directions to your local store. In both cases, mobile played a role in the sale. Understanding the full value of mobile means taking into consideration the contribution of mobile along the purchase journey. Editor’s Note: Check back next week for a comprehensive post on measuring the full value of mobile

Posted by Fab Dolan, Product Marketing Manager, Google CanadaSource (1) Limelight Networks, Inc. 2011

Labels: #MobileMonth , Ads , Mobile

Labels

Archive

2022
- Feb
- Jan

2021
- Dec
- Nov
- Oct
- Sep
- Aug
- Jul
- Jun
- May
- Apr
- Mar
- Feb
- Jan

2020
- Dec
- Nov
- Oct
- Sep
- Aug
- Jul
- Jun
- May
- Apr
- Mar
- Feb
- Jan

2019
- Dec
- Nov
- Oct
- Sep
- Aug
- Jul
- Jun
- May
- Apr
- Mar

2018
- Dec
- Nov
- Oct
- Sep
- Aug
- Jun
- May
- Apr
- Mar
- Feb

2017
- Dec
- Nov
- Oct
- Sep
- Aug
- Jul
- Jun
- May
- Apr
- Mar
- Feb
- Jan

2016
- Dec
- Nov
- Oct
- Sep
- Aug
- Jul
- Jun
- May
- Apr
- Mar
- Feb
- Jan

2015
- Dec
- Nov
- Oct
- Sep
- Aug
- Jul
- Jun
- May
- Apr
- Mar
- Feb
- Jan

2014
- Dec
- Nov
- Oct
- Sep
- Aug
- Jul
- Jun
- May
- Apr
- Mar
- Feb
- Jan

2013
- Dec
- Nov
- Oct
- Sep
- Aug
- Jul
- Jun
- May
- Apr
- Mar
- Feb
- Jan

2012
- Dec
- Nov
- Oct
- Sep
- Aug

Feed

Read this blog in French: Blogue officiel de Google Canada

Give us feedback in our Product Forums.

Google
Privacy
Terms