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B3
B3
B3
How To Maximise Potential From An Ongoing
Shift In Device Usage
Melanie Hyde – Branded3
The Next 20 Minutes
Melanie Hyde
• Introduction
• What’s happened to the search landscape with
device usage increasing?
• What does this mean for advertisers and
agencies?
• What to take away from this presentation that
can maximise the potential of your mobile
traffic?
• Questions
B3
The shift in device usage;
the impact that this is having on advertisers and our
take on how to understand and maximise the
potential in Search
B3
Device Trend – Mobile vs. Desktop
51
62
68
71
74
0
10
20
30
40
50
60
70
80
2012 2013 2014 2015 2016
Percentage of people who use a smartphone
79 79
76
75
73
70
71
72
73
74
75
76
77
78
79
80
2012 2013 2014 2015 2016
Percentage of people who use a computer
B3
Typical Client Experience:
More Search on Mobile YOY, with less volume coming
through Desktop. Although we see a drop in desktop
traffic, it’s CR% is going up.
Can we make the assumption?:
Mobile is Research Device
Desktop is Purchase Device
B3
Search is the most common starting point for mobile
research
B3
• Mobile consumer spending expectation that 42% of
all retail sales will involve a mobile device in some
way.
• Less than 3% of retailers believe their business is
mobile ready and a further 70% said that they didn’t
offer a mobile website or mobile app for consumers
• Sales made through apps now account for a third
(33%) of all retail spend on mobiles, despite only
10% of retailers offering one.
Consumers are spending on Mobile
B3
What does this mean for advertisers?:
- It’s becoming increasingly more difficult to track
a consumers activity across device
- Harder to make informed decisions on when,
where and how to target consumers
B3
Key things that can help you maximise the
potential of mobile traffic, through
understanding and effective targeting
B3
Challenge your agency to think and act mobile first
- Through every stage of optimisation
- Lots of talk and not enough action
B3
Understand Attribution Across Device
Multitude of third parties who can help you understand your audience and aid effective targeting
- Remarketing and retargeting across device
- Look at cross device tracking tools to understand journeys
- Match email addresses, to improve personalisation across offline and online channels
- Match CRM data and audience lists
B3
Google Product Launches – Make the most of local search
Nearly a third of all mobile search is used for local store search
B3
Move towards the audience rather than the keyword
The key now is to track the audience and target them
at the point of purchase when is easiest for them
B3
CRM DATA – Custom segmented audience lists
Transactions
Segments
Research
Response &
Intent
Behaviours
Retargeting on mobile/desktop
CRM Retargeting
CRM Communications
Site Personalisation & CRO
Prioritise content and channel with audience insight
B3
Questions?
B3

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SearchLeeds, Mel Hyde 'How to maximise potential from an ongoing shift in device usage'

  • 3. B3 How To Maximise Potential From An Ongoing Shift In Device Usage Melanie Hyde – Branded3
  • 4. The Next 20 Minutes Melanie Hyde • Introduction • What’s happened to the search landscape with device usage increasing? • What does this mean for advertisers and agencies? • What to take away from this presentation that can maximise the potential of your mobile traffic? • Questions
  • 5. B3 The shift in device usage; the impact that this is having on advertisers and our take on how to understand and maximise the potential in Search
  • 6. B3 Device Trend – Mobile vs. Desktop 51 62 68 71 74 0 10 20 30 40 50 60 70 80 2012 2013 2014 2015 2016 Percentage of people who use a smartphone 79 79 76 75 73 70 71 72 73 74 75 76 77 78 79 80 2012 2013 2014 2015 2016 Percentage of people who use a computer
  • 7. B3 Typical Client Experience: More Search on Mobile YOY, with less volume coming through Desktop. Although we see a drop in desktop traffic, it’s CR% is going up. Can we make the assumption?: Mobile is Research Device Desktop is Purchase Device
  • 8. B3 Search is the most common starting point for mobile research
  • 9. B3 • Mobile consumer spending expectation that 42% of all retail sales will involve a mobile device in some way. • Less than 3% of retailers believe their business is mobile ready and a further 70% said that they didn’t offer a mobile website or mobile app for consumers • Sales made through apps now account for a third (33%) of all retail spend on mobiles, despite only 10% of retailers offering one. Consumers are spending on Mobile
  • 10. B3 What does this mean for advertisers?: - It’s becoming increasingly more difficult to track a consumers activity across device - Harder to make informed decisions on when, where and how to target consumers
  • 11. B3 Key things that can help you maximise the potential of mobile traffic, through understanding and effective targeting
  • 12. B3 Challenge your agency to think and act mobile first - Through every stage of optimisation - Lots of talk and not enough action
  • 13. B3 Understand Attribution Across Device Multitude of third parties who can help you understand your audience and aid effective targeting - Remarketing and retargeting across device - Look at cross device tracking tools to understand journeys - Match email addresses, to improve personalisation across offline and online channels - Match CRM data and audience lists
  • 14. B3 Google Product Launches – Make the most of local search Nearly a third of all mobile search is used for local store search
  • 15. B3 Move towards the audience rather than the keyword The key now is to track the audience and target them at the point of purchase when is easiest for them
  • 16. B3 CRM DATA – Custom segmented audience lists Transactions Segments Research Response & Intent Behaviours Retargeting on mobile/desktop CRM Retargeting CRM Communications Site Personalisation & CRO Prioritise content and channel with audience insight