Consumers are Socially Mobile: Get your Mobile Search in Order - Net Media Planet

© 2012 Net Media Planet 1

Harnessing mobile searchSri Sharma, Managing DirectorOctober 2012

A search and display specialist driving a step change in

performance

@srisharma | @netmediaplanet

Consumers using mobile

Data usage

Searching

Purchasing

Up x3 year on year

Up 130% year on year

Up 53% year on year

Source: UK Mobile Network; IgnitionOne; Centre for Retail Research (UK)


Search performance varies by device

Source: Marin

Average cost per conversion by device


• Communicate more effectively with mobile customers

• Drive measurable in-store sales

• Make mobile search work harder


Communicate more effectively with mobile customers

Who is the mobile customer?

On the move At home On the high street


Different but same

Simplicity Immediacy Context

Source: Forrester Research 2011


Mobile customer map

Specific needs

Device

Location Time

Customer


Improving Conversion


Specific needs

Device

Location Time

Customer

Click-to-Call:• Leads increased x26

• Conversion rate up x2.2


Improving ConversionSpecific needs

Device

Location Time

Customer

Consider

• Tap into the true customer mindset

• Provide Immediacy on smart phones - Use Sitelinks to reduce user journey, ‘Call to actions’ and Click to Call

• Consumers are more likely to click if they know they are being taken to a mobile site

• Refer to ‘visit our mobile site’ and m.yoursite.com to increase CTR

• Preview ads on a phone/tablet as Google preview tool doesn’t show full format


Drive measurable in-store sales

Google Offers


Key features

• It’s an extension format

• Offer extension replaces sitelinks

• Can redeem in-store/online

• Can choose barcode or discount code


Approach

• Use Google Offers to create measurability

• Radius targeting selected stores

• Offer customers a barcode, mobile QR code or discount code


Consider

• Offer affiliates trackable vouchers to drive in-store sales

• Geo-target urban areas using Google Offers to encourage footfall in-store

• This is early stage leading to NFC ...the innovator wins


Make mobile search work harder - 5 tips

Tip 1: Positional strategy needs to be different by device

CTR CTR

Average position Average position


Tip 2: Manage your mobile adspend effectively this Christmas

27.5% of December’s mobile sales occurred between 25th and 30th December

Source: Net Media Planet (retail Q4 2011)

December 2011

Mobile sales


Tip 3: Keep refining keywords• Datamine and exclude ‘store location’ keywords (40%

searches are local)

• Test new campaign level near exact feature

• Test keyword tools:

• Google keyword tool for mobile

• tools.seobook.com/spelling/keywords - typos generator

• Rapidkeyword.com - permutations and combinations

• Ubersuggest.com - taps into Google Suggests and other sources

• Socialmention.com - social monitoring for current keyword research

• Youtube.com/keyword_tool - tap into video search keywords


Tip 4: Target by device to improve ROI

Tablet sales (indexed)

Hours

55% of tablet sales happen in the home

Source: Net Media Planet - Retail


Tip 5: Drive brand awareness cost effectively using mobile generics


Top 3 Takeaways

• Communicate more effectively with your mobile customers

• Make mobile search work harder

• Innovate and drive measurable in-store sales

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Thank youDo you have any questions?Twitter@netmediaplanet @srisharma

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Consumers are Socially Mobile: Get your Mobile Search in Order - Net Media Planet

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