the mobile transition

Education program co-sponsored by

Agenda: Why it’s on fire

Effective Digital Presence

Making the Mobile Transition

Local Search

Key Take-Aways

Effective Digital Presence

Identify your Best Customers

Is your Website the

digital storefront

Be Available, Be Functional

of your business?

http://panzner.typepad.com/.a/6a00d83451591e69e20134828491d6970c-pi

Website Visitors have an Agenda

What are

Features

that

Matter?

Integrate & Target Marketing

Be Righteous Time

Channel

Audience/Person

Content

Effective Web = Mobile

18 years after Apple’s 1st effort…

“We’re at

the beginning

of the beginning

of a new era

of computing.”

Vic Gundotra - VP Google Engineering

Why now & why not Newton?

Connectivity

Compatibility

Capability

Power Supply

ImpracticalityPositioned as alternatives to PCs, but users

thought they were “over-priced accessories.”

What does it cost

people to adopt a

new technology?

What do they get

in return?

iPhone/Smartphones are Catalysts

Today’s

mobile technology

allows users

to do more

with less.

Your Web Visitors are On The Move

Mobile phones will

overtake PCs as the

most common Web

access devices

worldwide by 2013.

– Gartner

Q4 2010: Smartphone+Tablet > PC

http://www.slideshare.net/kleinerperkins/kpcb-top-10-mobile-trends-feb-2011

Mobile Adoption – User Options

Mobile Changes Shopping BehaviorLocation

Aware

Price

Comparison

Discounts, Offers

& Coupons

Instant

Transaction

http://www.slideshare.net/kleinerperkins/kpcb-top-10-mobile-trends-feb-2011

Why Mobile – Local SEMMobile Local Search Marketing

Revenues to Reach $3B in 2014 – The Kelsey Group (BIA)

Mobile Ads Outperform other Channels

Jan. 2011 http://www.chetansharma.com/The_Promise_of_Mobile_Advertising.pdf

Why Mobile: Your Competition

G5 Mobile Stats: Storage Industry

Q1 ‘10: Mobile is 2% of unique visitors

Currently: approaching 10%

400%

< 1 year!

Why Invest in Mobile Web Now?

Mobile devices dominate PC sales

People are using mobile web

Online user behavior is evolving

Your competition is on mobile

Mobile is new opportunity

Google and everyone else is doing it

googlebot by rustybrick, on Flickr

http://www.flickr.com/photos/rustybrick/5033927531/

Making the Mobile Transition

company.com/

m.company.com/

mobile.company.com/

company.com/m/

company.com/mobile/

When to go Mobile: Strong Drivers

Traffic

Demand

Need

Business Objectives

Broaden digital presence

Exhibit sophistication and/or leadership

Recognize the Mobile Trend and get ahead of curve

Just do it!

2011

Think Mobile

How to go Mobile: Set Objectives

Think Mobile–Website Considerations

Platform

Publishing

Display

Interaction

Native Functions

User Context & Intent

Think Mobile: User-Centricity

Identity

Context

Intent

Mobile Web – A Few Best Practices

Design for mobile use cases

Redirect mobile requests

SPEED is critical

Links to Full site

Avoid Widgets

Validate & Test

Mobile Sitemaps

Analytics

Mobile Web Pitfalls Bloat

Too many Images

External assets

javascript

Flash

Lack of Context

How to Capture the Mobile User Optimized Content

Calls to Action

Integrated Communication

Mobile Marketing

PPC

Display

SMS

$100 Apple Gift Card DrawingSMS text “G5” to 20123

Let’s Get Back to Getting Found

Paid Advertising: Context is Critical

Mobile is Personal

But what about SEO?Mobile SERP Factors

Future Requirements

Mobile is Local (& Social)

Local Search4 key emerging trends of how

consumers are using mobile*: Entertainment

For immediate answers

For local queries

Mobile is the ultimate shopping companion

*Jason Spero – ThinkMobile conference 2/10/11

Local Search

2-3 years ago – Yellow Pages shifting to Online

Can You Believe…

Today…Online to Mobile Shift

Mobile is Local

Source: Mary Meeker - ThinkMobile 2/10/11

What is Search Engine Optimization - SEO ?

Search Engine Optimization (SEO) – Wikipedia definition: the process of improving the visibility of a website or a web page in search engines via the "natural" or un-paid ("organic" or "algorithmic") search results.

SEO may target different kinds of search, including image search, local search, video search and industry-specific vertical search engines. This gives a website web presence.

Why Do I Need a Mobile Optimized Site - SEO ?

Google is returning optimized mobile web sites ahead of desktop results for certain mobile queries

Speed - i.e. page load time

Early stages for mobile, very dynamic

Why Do I Need a Mobile Search Optimized Site – SEO/Maps ?

Google’s Search Engine Results Page (SERP) change –social/mobile/directory intent

Driving traffic to Place Pages – also referred to as Google Maps

Why do I need a Mobile Search Optimized Site – MAPS?

Provide local info, maps

Geo-targeting, Geo-fencing

How Do I Get a Mobile Search Optimized Website?

Develop internally: Follow general local search (SEO) and mobile best practices as discussed earlier, including:

Website recognizable by a mobile device

Core relevant content – Name, Address, Phone Number

Speed, Consistency, no widgets or Flash

Simplified (but still prominent) calls to action

Page coding, Mobile sitemap, same platform as website

Claim Google Places (Maps) account

Populate listing to 100% completion, including NAP, logo, photos

What is Pay Per Click Advertising?

Wikipedia definition: Pay per click (PPC) is an internet advertising model used on websites, where advertisers pay their host only when the ad is clicked. With search engines, advertisers typically bid on keyword phrases relevant to their target market.

It’s not “paperclip”

Why Do I Need Mobile Paid Advertising - PPC?

Visibility and branding – smaller screen reduces real estate

Landing pages - control over which page you send the visitor

Why Do I Need Mobile Paid Advertising - PPC?

Why do I need Mobile Paid advertising?

Google’s feature expansion

Click to call

Text ads

Links to App downloads

Ads with offers

Location extensions

How Do I Get Mobile Search Paid Advertising?

Develop Internally:

Dedicated resource with expertise

Ongoing campaign management – watch for ineffective spending

Expand existing PPC campaigns in Google adwords to include mobile targeting

Connect to Google Places accounts, integrate click to call

Google.com/mobileads

How Do I Get Mobile Search Optimization?

Don’t want to do it all in-house? Hire a firm that:

Specializes in optimization for local search

Manages Google Places (Maps) accounts

Has PPC expertise including Certified Google Adwords Professionals

Integrates solutions across all 3 areas of SERP

Can integrate a mobile solution

Tracks and reports on ROI

Future Search: Autonomous Alerts?

“Autonomous Search”

Behavior-based

GPS powered

Hyper local results

Pro-active alerts

Key Take Aways

Make the Mobile Transition

Think Mobile NOW – Adoption is Accelerating

Website User Behavior is Changing

Design for Context & Intent; Identity Where Possible

Consider Platform & Maintenance Requirements

Mobile Lead Capture: Similar but Different

Local Search is Increasingly Complex & Integrated

SEO, Maps, PPC, Social Interaction, Mobile

Questions?

Buy at Sears.com $179

Contact InformationBooth #201

http://www.g5platform.com1.800.554.1965

R. Aaron Warnock

Aaron.warnock@g5platform.com

Kim Evered

Kim.evered@g5platform.com

Education program co-sponsored by