Mobile Search in a Multi-Screen World Jonathan Kagan Results Digital Sr Director of Search & Biddable Media Twitter: @JonKagan

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Let’s talk about it

¤  Mobile and Other Screens ¤  You Should Know

¤  Online

¤  TV impact

¤  What You Should Be Doing

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Mobile and Other Screens: You Should Know

¤  Non-brand mobile search captures traffic on its own without much assistance from other media ¤  If your non-brand traffic isn’t

getting mobile search volume, assume one of the following:

1.  You aren’t doing it correctly (common problem)

2.  You’re in an overly niche vertical that has low search volume all around (even “worm farming” gets non-brand mobile searches)

3.  You’ve made a very poor career and/or life decision (not what you want to hear, but it may be time to accept it)

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¤  84% of multi-screen experiences involve a smartphone*

¤  40%+ of the time TV viewers are using a smartphone at the same time*

¤  Nearly 25% of the time consumers start an activity on a desktop and then migrate to a mobile screen**

Mobile and Other Screens: You Should Know

¤  Branded searches in mobile are often driven directly or indirectly by the media friends of mobile ¤  Tablet, Desktop, TV etc

¤  Mobile search is not your “jumping point” for brand recognition and unique visitors, so don’t expect brand searches without other media ¤  It is your support tool, for keeping

the consumer engaged

Friendship Quadrant

*”The Mobile Playbook”, Google http://www.themobileplaybook.com/ **The New Multi-Screen World”, Google http://services.google.com/fh/files/misc/multiscreenworld_final.pdf

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Mobile and Other Screens: You Should Know

¤  To capture branded search volume, you need to coordinate mobile with other media flights ¤  Display, social, & video for

branding should be coordinated with mobile to help extend the engagement of the consumer who switches screens

¤  Offline: TV, radio, direct mail and even print (seriously guys, even print) all drive mobile search

¤  Failing to have mobile presence to support other screens and channels is a mistake you don’t want to be responsible for

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Mobile and Other Screens: Online

Unnecessary yet necessary precursor statement: The need to align mobile search with other online marketing efforts is pretty straight forward. Failure to recognize this without a humorous slide means you should refer to #1 of the earlier slide: “You aren’t doing it correctly” Therefore, you should assume the following:

1.  The next slide will lack a bit of pizazz 2.  During Q&A don’t ask if you should coordinate online

media with mobile, but instead ask how you should do it

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Mobile and Other Screens: Online

Insight

¤  28% of the time we are using a smartphone while using a PC**

¤  29% of information searches on desktops are continued on a smartphone and even higher for other purposes**

¤  63% of the time, when a consumer has moved from device to the next, they get to their destination via searches, rather than directly typing into the browser the URL**

¤  90% of people use screens sequentially to accomplish their goals*

Take Away

¤  Mobile search: Don’t think of it as a branding tool, think of it as a way to keep a consumer engaged with your brand when decide they need to be on the move

¤  Going from desktop/tablet to mobile is common

¤  And guess what, people don’t necessarily write stuff down, so if they found you via search once, you better believe they will do it again ¤  This means, if you run search on

desktop, you need to run it on mobile, so not to miss them

*”The Mobile Playbook”, Google http://www.themobileplaybook.com/ **The New Multi-Screen World”, Google http://services.google.com/fh/files/misc/multiscreenworld_final.pdf

8 *”The Mobile Playbook”, Google http://www.themobileplaybook.com/ ***Our Mobile Planet”, Google http://think.withgoogle.com/mobileplanet/en/

Mobile and Other Screens: TV Impact

¤  Fact: Offline media, especially TV, drives search activity

¤  Desktop traffic typically drops off in the mid afternoon where mobile peaks in the evening

¤  You’re home from work, on the couch watching Modern Family, drinking a beer at this time

¤  40%+ of smartphone owners use the device while watching TV*

¤  Within a month of seeing a TV ad, 21% of smartphone users will take an action associated with that ad on their device***

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Mobile and Other Screens: TV Impact

“Well Jon, that is all good and such, but without some real life quantified examples of TV impact on search, I am a bit skeptical about what you are telling me”

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Mobile and Other Screens: What You Should Be Doing

¤  Have a mobile optimized website (responsive design or mobile specific)

¤  Unify media flighting calendar

¤  Screen to screen messaging consistency

¤  Don’t forget about mobile search

Capturing and keeping a consumers attention, as they move from screen to screen is not a turn key, check the box thing, it must be carefully planned and coordinated

¤  If you don’t have one, then plan to drive alternate engagements, like phone calls, social pages or app downloads. This will enable you to have a mobile presence, even when not fully prepared

¤  If you do have a mobile friendly page, then good job, you’re doing at least part of it right

¤  Display, social, email, TV flight dates, time of day, portals/channels, should all be known by the team, this can prepare you for shifts in activity, bidding, and messaging

¤  This will tell you if you need to alternate in ads for happy hour in the evening based off a drink special commercial and increase bids vs. lunch special ads until 2 pm

¤  Don’t change your message by channel, adapt it, a consumer may not be positive about something, so if they see a similar message on a mobile search ad to that of a TV ad, then you’ve just improved their confidence, and have recaptured their attention

¤  People don’t always remember the brand name, but they will remember the deal or the jingle, if you mention it in display, TV, video, social, then mention at least part of it in the mobile ad

¤  Yes, TV is not cheap, and you’ve just dropped a bundle to pay for it, but that does not mean you shouldn’t invest into search

¤  Not investing into search means there is no mobile in addition to desktop, and you know that a savvy consumer will go to a website and do research first, but if they can’t find the website, you may have just lost a conversion

Thank You Questions?

JKAGAN@ResultsDigital.com

(617)299-8839

@JonKagan

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