#mitxecs - closing keynote: market to people, not devices
TRANSCRIPT
CLOSING KEYNOTE: MARKET TO PEOPLE, NOT DEVICES
Tim Reis@tim_reisHead of Performance Solutions Activation Google
3 Whats
What is happening?
What is causing that?
What should we do about it?
What drives consumer behavior is unchanged
What drives consumer behavior is unchanged
What drives consumer behavior is unchanged
What drives consumer behavior is unchanged
Consumers want... ...so they... ...so advertisers... ...but now...
Average time spent per day by US Adults
Average time spent per day by US Adults
7x
Mobile: a way of life for consumers
Source: http://www.securenvoy.com/blog/2012/02/16/66-of-the-population-suffer-from-
nomophobia-the-fear-of-being-without-their-phone/
How much
information
is enough?
First name Last name
Street address Apt.
City State
Zip + 4
Credit card
Credit card number
Security code
Billing Address
Shipping address
First name Last name
Street address Apt.
City State
Zip + 4
Payment method
Favorite movie
First pet’s name
Third grade teacher
If you were a tree...
Stuff we can’t help ourselves from asking
Doing it right -
Google’s 25 Principles of Mobile Site Design
Are you organized to win in mobile?
The Mobile
Guy
The REST
of the Org
SEE THINK DO CARE
Purchase
SEE THINK DO CARE
Social
Blog
Newsletters Shop Catalog
Best Selling
Wish Lists
Plan Options
Top Rated
Subscription Options
About Us
Video
Inspiration Boards
Fashion Updates
Social Amplification
Fit Guide
Rewards Program
Mobile Apps
In-Store Events
Add to Cart
Call Now
Purchase
Store Locator
Make an Appt
Create an Account
Join Email List
Contact Us
Live Chat
Write Reviews
Share with a Friend
Gift Cards
Site Search
Returns & Exchanges
Account Login
Track & View Orders
Refer a Friend
Recommended for You
Appointment Reminder
Download App
SEE THINK DO CARE
mDisplay
mVideo
mSearch
mAppsmApps
150 times a day162 minutes a day
65 secondsper session
“Knowledge
is good.”- Emil Faber
Founder, Faber College
Analytics Store Visits Store Transactions
3 Things to Know
Better understand:
- How prospective customers relate to you online, by device
- How you’re doing compared to your industry
Analytics
Opted-in user geo
data mapped to
clicks reveals offline
impact of online ads
Store Visits
Store Transactions
One of our data provider
partners drops a cookie from
your site
The user purchases
something from your store
An offline conversion and
AOV reports in AdWords
* Store Transactions
available in US only at this
time.
A user clicks on a Google
Search or Display ad
PLAs Location Calls
3 Things to Do
Higher-impact consumer
engagement when they’re
shopping online
Product Listing Ads
Location
Extensions
Bid by
Distance
Local
Inventory
Ads
3 Things to do about location
Drive to Store
Average +10% CTR
Location Extensions
Tune bid strategies
to profitability
Bid by Distance
Local Inventory Ads
Foot traffic down 55%
Value/store visit up 2X
9/10 shoppers look
Shoppertrak 2014 and Mastercard SpendPulse 2010 and 2013.
Calls
+8% CTR
https://www.youtube.com/watch?v=_yykQO_a4lQ
“Imagine a world with no keyboards.
Larry Page
https://www.youtube.com/watch?v=QrqZl2QIz0c
Thank you!