retailers' guide to context marketing in the everywhere google age
DESCRIPTION
Presented at Future Thinking in Digital Marketing Meetup - September 1st 2014 - So we all thought Google+ was the be all, end all and Google's answer to web identity…well we were dead wrong! Google has been hatching a much bigger plan in its back burner, that has been discounted by the Search Marketing Community…it's mobile device OS, Android.TRANSCRIPT
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IN THE EVERYWHERE
A RETAILER’S GUIDE TO
GOOGLE AGE
CONTEXT MARKETING
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@KunleTCampbell
eCommerce Marketing Consulting
Focus on mid-tier online retailers
Speaker
Trainer
Writer / Columnist
About to be…Podcaster
Kunle Campbell
Runner and coffee lover…
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@KunleTCampbell
p.s. enjoy this life, people
3
Google+ Authorship WAS THE PASSING SEO FAD OF 2014
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@KunleTCampbell
Google+ was meant to be an identity service Remember their controversial real-name policy?
http://bit.ly/eric-privacy
h#ps://www.flickr.com/photos/leweb3/6471632781/sizes/l
Google claims Google+ has 1.15bn users,
with
300 MILLION ACTIVE “Stream” USERS
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@KunleTCampbell
…Google has been hatching a much bigger plan in its back burner, that has been discounted by the Search Marketing Community…
Its Android Device Ecosystem
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@KunleTCampbell
Android has 79% smartphone market share
Google now has over
1 BILLION ACTIVE ANDROID USERS
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@KunleTCampbell
Mobile Devices now account for
55% of Internet Traffic in U.S. Has now Overtaken Desktop
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@KunleTCampbell
Caveat: Search based traffic from desktop Google search represented 18% of traffic, and Google mobile search was just 12%
http://bit.ly/shopify-mobile-report
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@KunleTCampbell
Apps are winning and the web is losing
h#p://bit.ly/apps-‐winning
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@KunleTCampbell
Apps are winning and the web is losing
h#p://bit.ly/apps-‐winning
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@KunleTCampbell
Mobile Devices now account for
55% of Internet Traffic in U.S. Android has 79% market share
GOOGLE’S MOBILE AD DIVISION
is it’s 2ND Largest
Accounting For
29% Revenue
Desktop Revenue: 35% Video Ads: 8%
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@KunleTCampbell
Mobile is about to get even
BIGGER!
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@KunleTCampbell
Mobile OS extended to Android TV, Android Auto, Android Wear and Android Fit Android L
13
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@KunleTCampbell
14
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@KunleTCampbell
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@KunleTCampbell
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@KunleTCampbell Android L Platform
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@KunleTCampbell
Voice Search is set to be huge Conversa*on Search – ‘talking t
o your device’
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@KunleTCampbell
Ubiquitous Google Phones, Cars, Wrist Watch, Glass, TV and more…
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@KunleTCampbell
Device information including phone #s
Data logs & Phone Call log information
GPS Location information
App installs and uninstalls
Your name from Google Play
Cookies & anonymous identifiers
Consumer Data Goldmine Ubiquitous Google
=
Google / Gmail account
http://bit.ly/data-android-collects
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@KunleTCampbell
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@KunleTCampbell
How should Retail prepare?
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@KunleTCampbell
Conversion rates still pretty dismal at < 1% but the focus should be on cross-platform customer journeys (attribution modelling)
Forget 2nd Screen …Mobile is the 1st Screen
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@KunleTCampbell
5 Information is presented to you based on your situation, circumstances and individual needs and preferences.
Contextual data points Location data is important
1. Mobile, 2. Social Media 3. Data, 4. Sensors 5. Location-based Technology
5 converging forces
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@KunleTCampbell
“…Algo rewrite…for conversational search from: mobile devices and wearable tech i.e. android wear, google glass
What was Hummingbird all about?
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@KunleTCampbell
User Data from Query logs
Here’s How Google Attempts to Understand the ‘Layers of Context’ in a Query
Search Entity information – Knowledge Graph has 570 million objects with data on 20 billion+ relationships
Clicks and CTR history on SERPs
Co-occurrences of words within queries and query sessions
Queries and query refinements with a query session
Location and device cues
Was the search via Voice or typed in?
?
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@KunleTCampbell
Beacon Technology
Digi*zing the physical space of the store
…expect to see deeper integration with online shopping catalogs and reviews coming in-store direct to shopper’s mobile devices http://bit.ly/gamestop-beacon
27
Google Shopping has Local Contextual Integration
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@KunleTCampbell
Beacon Technology
Digi*zing the physical space of the store …expect to see deeper integration with online shopping catalogs and reviews coming in-store direct to shopper’s mobile devices
28
http://bit.ly/gamestop-beacon
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@KunleTCampbell
Android App Indexing Connect pages from your website with specific content within your smartphone app that are shown on search results
Invest in Dedicated Apps
Read: Making Your App Content Searchable by Google: h#p://bit.ly/indexable-‐apps
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@KunleTCampbell
Enable User-‐ID Tracking for Cross Device Repor*ng
Universal Analy*cs
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@KunleTCampbell
Optimise for Conversational Search …and to answer questions
Content should be structure driven
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@KunleTCampbell
En**es: graph of people, places or things En*ty Op*misa*on
Predicate
Subject Object
Property
ENTITY VALUE
TRIPLES MAKING CONNECTIONS
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@KunleTCampbell
En**es: graph of people, places or things En*ty Op*misa*on
FREEBASE DATABASE CORE REFERENCE POINT
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@KunleTCampbell
En**es: graph of people, places or things En*ty Op*misa*on
FREEBASE DATABASE CORE REFERENCE POINT
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@KunleTCampbell
Remember the 5 Converging Forces?
mobile Apps Android app indexing
social data sensors location Google+ Open Graph
Big Data Freebase / Wikipedia Marked up content with Triples - Schema.org
Google My Business Address Mark-up Beacon Tech
Wearable tech Google fit
1 2 3 4 5
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@KunleTCampbell
Contact Me to chat more…about eCommerce Marketing
email: [email protected] twitter: @KunleTCampbell web: www.2xmedia.co
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@KunleTCampbell
Image Credits Slide #4 -‐ Eric Schmidt h#ps://www.flickr.com/photos/leweb3/6471632781/sizes/l Slide #5 -‐ Android h#ps://www.flickr.com/photos/saadirfan/5168981298/sizes/l Slide #6 -‐ Android Device System h#p://opensignal.com/assets/pdf/reports/2014_08_fragmentaOon_report.pdf Slide #7 -‐ Traffic h#ps://www.flickr.com/photos/by_invisiblekid/2576720788/sizes/l Slide #11 -‐ Phone h#ps://www.flickr.com/photos/by_invisiblekid/2576720788/sizes/l Slide #12 -‐ Explosion h#ps://www.flickr.com/photos/-‐cavin-‐/2313239884/sizes/l Slide #20 -‐ Ubiquitous Google h#ps://www.flickr.com/photos/gertcha/6822644951/sizes/l/ Slide #22 -‐ Shopping Mall h#ps://www.flickr.com/photos/marOnrp/3174937547/sizes/l Slide #28 -‐ Beacon h#ps://www.flickr.com/photos/jnxyz/13570805343/sizes/l