the mobile transition
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Inside Self Storage World Expo March 14, 2011 The Mobile TransitionTRANSCRIPT
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
Kim Evered
Education program co-sponsored by