Mobile Search Marketing by Andrea Pernici | SemDays 2015

Presentazione di PowerPoint

@andreapernici

Mobile Search Marketingpromotion opportunities for your site and your application

https://en.wikipedia.org/wiki/Dalmatian_pelicanhttp://www.ibis-tours.ro/it/la-fauna-selvatica-della-romania/gli-uccelli-della-romania.php1

VLADMY NAME IS

https://en.wikipedia.org/wiki/Dalmatian_pelicanhttp://www.ibis-tours.ro/it/la-fauna-selvatica-della-romania/gli-uccelli-della-romania.phphttp://www.birdlife.org/datazone/speciesfactsheet.php?id=3811https://it.wikipedia.org/wiki/Porte_di_ferrohttps://it.wikipedia.org/wiki/Danubio#Romaniahttps://it.wikipedia.org/wiki/Conte_Dracula

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IM A DALMATIAN PELICAN LIVING NEARTHE IRON GATESAND I WILL TAKE CARE OF YOUR HOMEWORK


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YOU WILL FIND MEIN THE TOP RIGHT CORNER OF EACH SLIDEWHEN MORE INFO ARE AVAILABLE ONLINE


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FITI ATENTI,URMEAZA SA NCEPEM!


FII ATENI, URMEAZ S NCEPEM!

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I want to stat with the past, present and future.When talking about mobile, infact, we formed an habit in talking about it thinking at the future and we cant accept it as the presentand obviously the future go far away.As in every revolution people tend to not understand to be part of it and so they dont really feel the change it bring with it.Who live the revoluton cannot see it beacause he is himself the revolution.----------------

Voglio iniziare con il passato, il presente ed il futuro.Quando si parla di mobile infatti ci siamo talmente abituati a parlare di futuro che non riusciamo pi ad accettarlo come presente e di conseguenza il futuro si allontana.Come tutte le rivoluzioni le persone che ne sono parte non si rendono conto del grande cambiamento che esse portano.Chi vive la rivoluzione non pu vederla perch ne parte viva.6

So at every conference, at every meeting, at every important moment you will have to carry numbers supporting evidence.Evidence that does not need numbers.

---------------E allora ad ogni conferenza, ad ogni incontro, in ogni momento importante si devono portare numeri a supporto dellevidenza.Evidenza che non ha bisogno di numeri.7

But marketers want numbers, customers want numbers, people want to use numbers, famous blog posts titled 13+1 Tips to Make Stunning Presentations That Hypnotize The Audience suggest to use numbers.8

Mobile is a mess.9

IN THE WORLD THERE AREMORE SMARTPHONES THAN THOOTBRUSHES

I think its enoughI dont need to convince you any more. Be happy and make selfies, with or without your teeth.10

THE SAME BUT DIFFERENT

But forget for a moment the number of missing teeths in the previous selfie.

The numbers that matter the most are about fragmentation. The fragmentation mobility created.

O my goshgood old IE6 days (joking) with 800x600 resolution.11

And this happen also thanks to the emerging economies.Unsuspecting people today have access to the network and they do it with devices that we do not even contemplate.

And we need to face a lot of complexity.12

HARD NUMBERS

Without digressing too much from reality and without paint scenarios that maybe we will not have even ever faced, we look at just a couple of statistics about some reality that we experience. Having a mobile-friendly website (not in the Google-sense) is not optional.Who says otherwise ... or is stupid or is a dinosaur.

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Senza divagare troppo dalla realt e senza dipingere scenari che forse non dovremo neanche mai affrontare guardiamo giusto un paio di statistiche relative qualche realt che tocchiamo con mano. Avere un sito fruibile da mobile non un optional.Chi dice il contrario.o scemo oppure un mammut.13

HARD NUMBERS

In fact, here we can see what happens when you retire the old desktop-only website.

Mobile traffic grow, quality stats grow, overall traffic grow.

So if you're in all the idiots (or dinosaurs) that seek to justify the futility of mobile traffic through the current lack of mobile traffic, you have to start wondering why. Maybe because you offer a very bad experience to your mobile users?

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Quindi se siete nellinsieme degli scemi (o dei dinosauri) che cercano di giustificare l'inutilit del traffico mobile tramite l'attuale mancanza di traffico mobile, dovete iniziare a chiedervi perch. Forse perch offrite un esperienza pessima ai vostri utenti mobile?14

GOOGLE SEARCH ORGANIC

Basta numeri. Iniziamo a parlare delle cose importanti.

Its enough with numbers. Let's move on to the really important things.15


Ops sorry. 16


From this.17

GOOGLE SEARCH ORGANICAPP INDEXING

tore-engage

Let's start with one of the most interesting things the mobile-friendly update introduced. All you are concerned about the mobile-friendly label when the real game changer is something else.

Sometimes we tend to see only what makes us comfortable, but everything was already written, and for over a year.

Let's talk about app indexing. In essence it is the possibility make you app indexable by Google connecting the app to your website page by page through in-app deep links.

This of course create visibility for the mobile application, but also to the brand, because this kind of snippet appears only in the case where the user has the app already installed on the device, also giving a boost in ranking to the result of the brand.

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Iniziamo da una delle cose in assoluto pi interessanti che il mobile-friendly ha introdotto. Tutti si sono preoccupati delletichetta mobile friendly quando il vero game changer era qualcosaltro.A volte tendiamo a vedere solo quello che ci fa comodo, ma era gi tutto scritto e presente da oltre un anno.Parliamo di app indexing. In sostanza si tratta di far indicizzare la propria applicazione mobile e collegare pagina per pagina al sito tramite deep link in-app.Questo ovviamente oltre a dare visibilit allapplicazione mobile da visibilit anche al brand perch questo tipo di snippet appare solo nel caso in cui lutente abbia lapp gi installata sul dispositivo dando anche un boost nel ranking al risultato del brand in questione.18

tore-engagetodriveinstall

GOOGLE SEARCH ORGANICAPP INDEXING

In addition to this option, that remains active even within the app one box, within a few weeks Google has also introduced a new rich snippets to entice users to install apps that meet the intent of a query.Obviously this depends on deep linking in-app.

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Oltre a questa opzione che rimane attiva anche allinterno degli one box nel giro di poche settimane Google ha anche introdotto un nuovo rich snippet per invogliare gli utenti ad installare app che soddisfano lintento di una query.Ovviamente anche questo dipende dal deep linking in-app.19

to re-engage

GOOGLE SEARCH ORGANICAPP INDEXING API

One of the absolutely coolest thing of all this game is something that did not get a lot of resonance, but that really is very powerful and allow you to act directly into google now based on app usage.

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Una delle cose assolutamente pi fighe di tutto questo gioco qualcosa che non ha ottenuto molta risonanza, ma che in realt davvero potente e permette di agire sullutilizzo dellapp direttamente allinterno di google now.20

you can ask it to assist you with whatever youre doingright in the moment, anywhere on your phoneGOOGLE SEARCH ORGANICNOW ON TAP

Cool things are endless. Now on tap, for example, allow us to switch between apps in case of needs.21

you can ask it to assist you with whatever youre doingright in the moment, anywhere on your phone+in-app voice searchGOOGLE SEARCH ORGANICNOW ON TAP

And connecting the dots between Now on tap and in-app voice search you start to see the power.

Using voice search with now on tap you can for example search for the weather using your favorite weather app while organizing a barbecue on WhatsApp.

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Anche qui ovviamente entrano in gioco i deep link.In questo contesto entra anche in gioco la ricerca vocale e google offre soluzioni davvero interessanti permettendo allutente di cercare direttamente allinterno di un app gi installata.

Collegando i vari punti si traccia una linea ed sempre pi chiara.

http://insidesearch.blogspot.it/2015/07/rest-your-thumbs-ask-google-to-send.html

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GOOGLE SEARCH ORGANICAPP ONE BOX/SEARCH

Another interesting thing is the App one box. In the mobile SERPs Google push it very often to give you the ability to install Apps. The ranking inside the one box is usually based on the App Search Vertical and also here personalization based on App Indexing play a big role.

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Altra cosa molto interessante lo one box app. In pratica allinterno della SERP mobile viene inserito un box con X app installabili dai relativi app store sulla base del ranking allinterno del verticale App Search.Ovviamente su questo influisce lapp indexing e anche il fatto di avere lapp gi installata.23

GOOGLE SEARCH ORGANICAPP SEARCH CONSOLE

App Indexing, since 3 months is debuggable inside the new Search Console (ex GWT). Now infact you can directly insert your App inside Search Console like a website.Here we can see crawl errors, fetch your app simulating Googlebot, and looking statistics about your app exposure in search results.

Lapp indexing da poco anche debuggabile tramite il nuovo Search Console (ex GWT) in quanto possibile inserire direttamente il link dellapp e aggiungerla ai propri strumenti.Da qui possibile vedere gli errori di scansione, fare il fetch as googlebot per capire come Google legge la nostra app e controllare anche le varie statistiche di ricerca che portano utenti verso la nostra applicazione.24

GOOGLE NEWS

For Google News publishers, since some weeks, you can also add your Applications to the Google News Editor Picks section.

Its very simple. Just 2 clicks.25

EMAIL MARKUP

But now the awesomeness.26

GOOGLE SEARCH ORGANICEMAIL MARKUP23GMAIL ACTIONShttps://developers.google.com/schemas/gmail/actions ANSWERS IN GOOGLE SEARCHhttps://developers.google.com/schemas/search/answers 1GOOGLE NOWhttps://developers.google.com/schemas/now/cards

Email Markup is one of the most powerful way to engage your audience.

This is the power of structured markup at its best.

You can be everywhere inside one of the most personal object of the user everyday life.27

234RESPECT BULK SENDING GUIDELINESAND MAKE SURE TO HAVE A GOOD REPUTATIONhttps://support.google.com/mail/answer/81126?hl=en https://postmaster.google.comSEND A GOOD AMOUNT OF MAIL/DAYAt least 100 per day to gmail addressesREGISTERhttps://developers.google.com/gmail/markup/registering-with-google

1AUTHENTICATE MAIL THROUGH DKIM O SPFhttps://support.google.com/mail/answer/180707?hl=en# GOOGLE SEARCH ORGANICEMAIL MARKUP

But its very difficult to enter this game and not for everybody.

The main constraints are the following.

DKIM and SPF,in simple terms, let you declare who you are as a sender (technical & dns stuff). Simply ask your IT.Respecting bulk sending guidelines (you absolutely need to read cause I have no time now to explore them all) and check your reputation.now its easy cause some months ago Google launched a tool to do the job, otherwise impossible.You need to send a lot of mail so the service is intended for players with a good userbase.Obviously register :D

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The simplest way to do it is using JSON-LD. Simple, powerfull, separated from the presentation logic.

Developers know what I mean.29

GOOGLE PAID SEARCHWE CAN PROMOTEPLACEsAPPsWEBSITEs(OBVIOUSLY MOBILE-FRIENDLY)

But move on now, looking the opportunities Google offers us to promote our online and offline activities throught paid search.

As you can see we can promote not only online assets, but also offline activities like places.

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Ma passiamo ora allle opportunit paid che ci offre google per la promozione delle nostre attivit online e offline.30

GOOGLE PAID SEARCHMOBILE APP ADWORDS

Here is a snapshot of the Adwords interface that let you promote your Application.

The Mobile App Install campaign allow you to promote and track the installation of you iOS or Android app.

You can also create campaigns to encourage the use of an application already installed (named Mobile app engagement).31

GOOGLE PAID SEARCHCLICK 2 CALL ADWORDS

If you dont have a website nor an app you can use adwords to promote a physical place throgth Call-Only campaign.

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GOOGLE PAID SEARCHCLICK 2 CALL ADWORDS

This is pretty powerful cause it opens up to endless opportunities.33

COUNTDOWN CUSTOMIZER linkFrom a mobile perspective they canbe combined in a very powerful way. You only need a little of immagination.GOOGLE PAID SEARCHDYNAMIC SEARCH ADS231INSERTING DYNAMIC CONTENT linkANY OTHER BUSINESS

And mixed with dynamic search ads you can really expand the power of this tool in an infinite number of ways.Think about it for a moment.

Limited offers for one night if someone books immediately in case of last minute empty rooms, booking a restaurant with a fixed men in a short timerange.

There are no more excuses for boring marketers. You cant use the excuse of a bad website anymore.

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Unofferta a tempo limitato per la notte in caso di una camera di hotel vuota, la prenotazione con un men fisso in un ristorante.34

GOOGLE PAID SEARCHADWORDS EXTENSIONS

Then we can enter the Awords Extension world.

Those are a sort of Add-on to empower your campaign snippet with:

- Sitelink extensionsLocation extensionsCall extensionsApp extensionsReview extensionsCallout extensionsStructured snippet extensions

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GOOGLE PAID SEARCHADWORDS EXTENSIONS (APP)

Ill gonna show you some example of the interface, but in summary they are very similar but serving different purposes.36

GOOGLE PAID SEARCHADWORDS EXTENSIONS (CALL)

The concept is pretty straight forward and only experiencing the tool you will get out the most of itso Ill stop boring you with an interface that will probably change in some months :D37

GOOGLE PAID SEARCHNATIVE GMAIL ADS

YOU CAN PERSONALIZE IT INCREDIBILY.

THE ADS IS IN FULL HTML AND YOU CAN INCLUDE VIDEO, TEXT, IMAGES.

Another recent addition in the Adwords arsenal (that can interest a lot mobility) are the Gmail native ads.

You can explore the power of Gmail to push relevant Advertise to interested users thanks to the various display targeting options Google Adwords offers.

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You can use most of thedisplay targeting optionsyoure already familiar with likekeywords,affinity audiences,demographics, andtopics. For example, a sports apparel advertiser could select relevant topics like Fitness and Sporting Goods or reach people in the Health & Fitness Buffs or Running Enthusiasts affinity audiences.http://adwords.blogspot.it/2015/09/native-gmail-ads-arrive-in-adwords.html

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THEN THEY MAKE THINGS LIKE

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GOOGLE LOCATION AWARE SEARCHhttps://www.seroundtable.com/google-mobile-search-location-aware-20428.html

The feature clues search in on your location, allowing you to ask non-specific questions about nearby landmarks, such as "what is the name of this church" if you happen to be standing near one.

With the ability to ask about a place without naming it, one of the most obvious advantages of the feature is exploring unfamiliar locales. However, it's useful for other things as well, such as asking what a nearby restaurant's phone number is or when it opens.40

GOOGLE MAPS POLL

Google want to be able to identify the best place in the right context.

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GOOGLE MAPS EXPLORE IN

http://searchengineland.com/google-maps-explore-adds-curated-recommendations-new-features-229711http://google-latlong.blogspot.it/2015/09/discover-deliciousness-with-explore-in.html

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SEARCHING THEREAL WORLD

Google want to understand whats going on in the real world.43

MAKE THEM FEEL GOOD

So there is nothing you can really do if not understand that you should do the best you can to serve your customer.

Is a lot about making them feel good. Today you cannot pretend to give an image you dont have. You cant. Really.44

LET THEM LOVE YOU 4 WHAT YOU ARE

You have to be real. Give your customers the best experience you can give them. Dont try to sell anything more than the best things you can offer.

Do not claim to be the best seafood restaurant in the area if you cook only frozen fish.Just to make a clear example.45

GOOGLE PLAY STORE ORGANIC

ASO | App Store Optimization12

The mobile search marketing marathon has just begun.

Its time to show you some interesting new feature for app developers directly inside your developer console.Starting from the end of June infact you can 46

GOOGLE PLAY STORE ORGANICDEV CONSOLE A/B TEST

create experiments directly inside the Google Play Developer Console to improve the efficacy of your App Listing.47

GOOGLE PLAY STORE ORGANICDEV CONSOLE A/B TEST

You can run A/B testing for the Global market or for a localized one and you can test all the various elements of the listing like screenshots, promo videos, icons, price, descriptions.

This is very important cause the listing presentation in very important in transforming visitors to customers.48

GOOGLE PLAY STORE ORGANICDEV CONSOLE CLOUD TEST

Considering the great fragmentation of Android devices another great addition is The Cloud Test Lab that allow you to automatically test your app on a great number of devices to identify issues.

As you know one of the biggest part of a succesful app (or product in general) is about reliability. Before moving on to Usability, Proficiency and Creativity you must make it works.If you dont achieve this level you product will always be considered as low value.

Amazon has a service like this.49

GOOGLE PLAY STORE ORGANICNATIVE APP INSTALL BANNER

Mixing the website with the App another huge feature is the same you already have on Safari where you can use the Smart App Banner.

This is a very useful feature cause you dont need to build the exclusion logic with the risk of boring users that already have your app installed.

The only problem with this is that you must have an HTTPS website, but I think if you have an App and a big user base on your website, it is worth to make the migration. 50

234LISTING PAGE ELEMENTStitle, preview, description, screenshot, category, typeEXTERNAL FACTORS & USAGE DATApromotion, link, review, install, uninstall, usageMAKE IT BETTER THAN THE 1 CLASS APPuser research&testing, analysis, continuos improvementstrategy, design take care of the details, integration1KEYWORD STRATEGYkeyword research and competitor analysisGOOGLE PLAY STORE ORGANICASO (APP STORE OPTIMIZATION)

But going forward, leaving the tools Google give us for a reason, we can talk about App Store Optimization.

The main factors you will want to consider and control are divided in 4 big macrocategories.

The first one is an obvious one. Theres no search marketing without a Keyword Strategy and this apply also to Apps. The second one is about the listing page. You need to control any single parameter and so fill all tha spaces you have trying to be the more persuasive you can.The third one is a lot about our capacity to promote our work and to be sure we created something that works. Its a lot about the Maslows hierarchy of needs (Functonality {requisiti minimi}, Reliability {stabilit}, Usability {facilit duso}, Proficiency {cose meglio di prima}, Creativity {everything as its best we can innovate})The fourth is about reaching the top of the pyramid. Its the Holy Grail of App Store Optimization that resides, at the end of the day, in Optimize your App and make it perfect.

On the long term, and considering a landscape that will become more and more crowded of competitors the only things that will make a real difference is the quality of the product.For example if you are great in promoting a bad app your promotion effort will only lead you to a nightmare (even if now in terms of ranking only the install volume is very important).51

Making Things People Wantis greater thanMaking People Want Things.JohnWillshire

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GOOGLE PLAY STORE PAID

Now that you have a solid app you can start spending money (not wasting them).

The first obvious thing you can do at lease on Google Play is to setup campaings inside the Play Store. This is a new feature rolling out these weeks. Self explanatory.53


Obviously the mobile app install campaign as we mentioned before.54


UNIVERSALAPP-CAMPAIGN

Or the brand new Universal App-Campaing that in some click let you explore all the power of the Google Network.

PPC Consultants will hate this.55

ITUNESTHE SAME BUT DIFFERENT

+ KEYWORDS

In terms of App Store Optimization iTunes is very similar to Google Play and paid promotion throught Google Adwords can be used for iOS.56

iOS9

OPENING LOTS OF OPPORTUNITIESINSIDE THE APPLE ECOSYSTEM23SEARCH API INDEXINGNSUserActivity, CoreSpotlight, Web MarkupMORE SEARCH CENTRICImplication for news, places, people, apps1UNIVERSAL LINKS

The thing we should look at now is a lot about the brand new iOS9.

There are infact a lot of new interesting implication concernig search. 57

FACEBOOK ORGANICSocial pluginsLINK

Social loginLINK

App LinksLINK

App InvitesLINK

Move on now talking about the other web giant. Facebook.

Facebook offers a huge number of things to do concerning the mobile world.

Everything revolves around the open graph. 58

LINK

FACEBOOK ORGANICOPEN GRAPH

The true core of Facebook integration with the rest of the web.

Among the advantages you can get from the open graph, one of the most important is related to control.

OpenGraph allow you to express yourself and to tailor your communication to your Facebook audience in the best possible way.

Great power in great simplicity. Some bunch of text and a wisely selected set of images can make you more appealing.

OpenGraph in part is about being sexy!59

The vast majority of website lack at the basics.

A lot of effort in producing content, setup campaigns, involve influencers and cause some lazy developer and some lazy editor you will waste all.

Is like making gym 4 hours a day, take care of your hair, your face, spending hours writing clever messages on WhatsApp and Facebook and then introduce so disconcertingly to your first appointment.

Which is the cost of not being sexy?60

FACEBOOK ORGANICOPEN GRAPH

You can markup every page you want on the web and then test it with the facebook debugger to check if everything is fine for a future user share of your content.

Simple like drinking a glass of beer during a SemDays night.

We will see now a lot of stuff, but I want you to understand that what I told you know is far more important than any other thing I will mentioncause it is about simplicitycause it is about the everyday things.61

FACEBOOK ORGANICSOCIAL LOGIN

I dont think we have the need to explain what it is.

Is a very powerful way to get some cool data from your new users with 2 clicks.

Especially on mobileWhy not? It can make users life easier, but you need to test your conversion rates here. It can vary a lot from culture to culturefrom niche to niche.

Use it responsibly.62

PAGE PLUGINCOMMENT MIRRORINGSEND BUTTONSHARE BUTTONEMBEDDED VIDEOEMBEDDED POSTFACEBOOK ORGANICSOCIAL PLUGIN

With Comment Mirroring, people can participate in a single conversation, whether comments come from your web page or your Facebook Page. When you share a link from your website to your Facebook page, comments on your webpage will also appear as comments on your Facebook post and vice versa.63

FACEBOOK ORGANICAPP LINKS

App Links (like in Google) are extremely powerful.

They make any single content of your app sharable, linkable, likeable, loveable and not less importantexpand a lot of opportunities in paid promotion.

Imagine a scenario when you want to share an in-app offer, but when you share it all you can see is the app install page and not the content youd like to share. You feel upset.64

FACEBOOK ORGANICAPP INVITES

This is another incredible powerful free opportunity Facebook give us in the mobile ecosystem. Using App Invites we can incapsulate in our App a viral action using the power of Facebook connections.65

Place tipsusing FacebookBluetoothbeacons

Place tips is an interesting news.

Something any kind of business can use to attract and engage customer in the right moment.

Its a simple bluetooth low energy beacon. The same beacon that failed sometimes ago and then reborned when someone started to call it iBeacon.Yep. Its a true story.

Jokes apart this is for sure a move that Facebook can make succesfull where lots of others failed.

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Only for iPhone.

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FACEBOOK PAID

Mobile App Ads for InstallsMobile App Ads for Engagement and ConversionCustom Audiences for Apps

But you should pay. Also in Facebook you need to put money, but find a way to track them.67

MOBILE APP ADS FOR INSTALLlet install your app with a clickLINK

Start with the first one.

Some simple steps to make you shell out money.68

FACEBOOK PAIDMOBILE APP ADS INSTALL

Define your audience and what to promote and thats it.69


Define your spend.70


You are ready to improve your app user base.

But remember to trackcause you risk to spend money without understanding what is happening.

You wouldnt want to advertise an app install if already installed the app.71

MOBILE APP ADS FORENGAGEMENT AND CONVERSIONconvince new and acquired users to actLINK

Those are strictly related to app links.72

FACEBOOK PAIDENGAGE & CONVERT

23USE APPWATCH VIDEO1OPEN LINKALLOW US TO LET USERS MAKE DIRECT ACTIONSINSIDE OUR APP THANKS TO DEEP-LINKS 56LISTEN NOWBOOK NOW4SHOP NOWjust a few examples

They infact allow you to create a trigger for the user.

They can act directly inside specific pages of your app.73

CUSTOM AUDIENCESFOR MOBILE APPSre-engageLINK

Custom audiences. Another awesome opportuinity.

You can annotate specific actions of your users and advertise them only on relevant situation.

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Per esempio a natale quando molti cambiano cellulare. Lutente installa le app nel primo mese di vita poioblio.74

FACEBOOK PAIDCUSTOM AUDIENCES

23USERS MAKING SPECIFIC ACTIONS INSIDE THE APPMOST ACTIVE USERS1USERS ALREADY USING THE APPA VERY POWERFUL TOOL THAT ALLOWS YOU TO INTERCEPT

The most straight forward is for example promoting a product the user look often offering him a limited time discount.75


23PHONE NUMBERSFACEBOOK UIDs1MAILsAND YOU CAN ALSO USE DATA FILES INCLUDING

But the real power of custom audiences are the following.76


Use wisely. Respect the user privacy.77

YOUTUBE PAID

Only one slide for YouTube.

YouTube ads can be very effective and low cost.78

Considering these numbers we can give YouTube a try.79

Audi R8: Gone in 5 seconds Case Study

https://www.youtube.com/watch?v=ABJYQhNW2f8

Ecohttps://www.youtube.com/watch?v=ZSfmzYLZNEE

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TWITTER ORGANIC

Twitter offers something similar to the Facebook Opengraph with Twitter Cards.

Especially for mobile the process is automated in well known cases like for PlayStore listing pages or iOS listing pages. You will get a Rich Tweet when someone shares your App URL.

You can obviously play with all the Cards you see in the screenshot to be very sexy and control how people communicate your brand.81

TWITTER OGANICTWITTER APP CARDS

Here an example sharring a play store URL.

An App rich snippet taht invite you to install or open the App directly from the tweet.82

DEEP LINKINGAPP INSTALLTWITTER OGANICCARDS FOR MOBILE APP

And again thanks to deep links we can expand the power of our app making it shareable in any single view.

The concept is pretty simple.

Every views of your App has an absolute referenceand you can point to that everywhere. From Google to Bing, from Facebook to Twitter and so on.83

TWITTER PAID

Twitter too needs to monetize. Pretty obvious.84

APP INSTALL/ENGAGEMENT

TWITTER PAID

Between the the various option of advertising we can use one of them specifically designed for App Promotion. Again, here, we can promote Android and iOS.

The setup is very simple.85


TWITTER PAID

But the true power come with the targeting options, especially the installed app categories.

Summarizing you can push advertising to people that already use an App in your App same category. Pretty powerful.86


TWITTER PAID

Give it a try. The only issue with Twitter Ads is that to track conversion you need to use a third party SDK.

The more code you add the easiest to mess something up.87

LEADSCUSTOMFOLLOWERSWEBSITE CLICKSTWEET ENGAGEMENTWEBSITE CONVERSION

THE SAME BUT DIFFERENTTWITTER PAID

And you have lots of options to cover various scenario.88

BING ORGANIC

Were talking about search marketinso obviously Bing. Kidding.89

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APP LINKINGBING ORGANIC

But to me their going bigger.

They embraced open standards and with a wider support for other platforms.

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WINDOWS PHONESEARCHWINDOW 8.1/10SMART SEARCHAPP LINKING WINDOWSBING ORGANIC

And you can expand the power of deep links inside the whole Windows ecosystem.

You can integrate your Windows * apps everywherefrom phones to tablet to desktop and make them visible inside the Windows OS searchnot only Bing.92

PINTEREST ORGANIC

If you sell womans oriented product Pinterest can make your day :D

The good thing about Pinterest is that you have a great super power like Twitter Cards and Facebook OpenGraph named Rich Pins.

The great advantage of Rich Pins is that they support schema.org and facebook opengraph so there is nothing else you should do if you already optimized your website pages for Facebook OG.93

RICH PINS (app, recipe, movie, place, article, product)PINTEREST ORGANIC

If you sell womans oriented product Pinterest can make your day :D

The good thing about Pinterest is that you have a great super power like Twitter Cards and Facebook OpenGraph named Rich Pins.

The great advantage of Rich Pins is that they support schema.org and facebook opengraph so there is nothing else you should do if you already optimized your website pages for Facebook OG.

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BUYABLE PINSBING ORGANIC

A nice recent addition is about Buyable Pins that will let the user search, filter and buy prducts directly from the Pinterest App.95

PINTEREST PAID

And obviously the money game. What I can suggest you is to join the waitlist.

ADV is very convenient when there are no competitors on the ring.96

and then

A MATTER OF WRIST?

Could it will become a matter of wrist?

According to Luke Wroblewski the SmartWatch will play a role cause it is always visible and always on.

Not for me obviously. I never ever possesed a watch :D

The use case he imagines is about every day life.

You wake up in the morning, curse against the smartphone ringing, wash your face, drink a coffee, eat a tart if your wife has prepared, take the car (not meI use the bike) and go to work (I really dont get why I should use a navigator for the way I repeat every day) but ok ignore my comment.Then you start Working switching between Desktop, Laptop and Smartphoneyou go back home again (using a navigator) then you play with your children or with some friend drinking a beer (I cant find a day I have the time to do that but), then you use the tablet to read your feed reader and the post your friends share on facebook, you go to sleep not before scrolling down the Twitter timeline.you turn right hoping to see your partners sweet eyes.when you realize shes scrolling the Facebook Timeline or buying some bags on Privalia.98

You don't get to decide which device people use to go on the internet.

They do.

KarenMcgrane

The truth is.

Believe it or not. Whether you're ready or not.99

and dont forget

SOMETHINGSTRANGEWILL HAPPEN

That were entering the product with a voice era.101

WE WILL NEEDAUTOMATIONAND ROBOTAND THIS SCARE US

Why!102

WE CANCALMKEEP

Nothing so terrible will happen.103

WE CANNOTALTHOUGHNOTPRETEND IT WILL

HAPPEN

This is one of the biggest mistake a marketer can do.

Thinking it wont be a thing.104

Nostalgia isnt a business modelJohnNaughton

Once John Naughton one of The Guardian Journalist said

Nothing more true.105

and fragmentation grows

As said at the beginning of this deck.106

And growing and growing. With more vendors, more devices and more of everything.108

THE PHYSICAL WEB

The number of smart devices is going to explode, and the assumption that each new device will require its own application just isn't realistic. We need a system that lets anyone interact with any device at any time. The Physical Web isn't about replacing native apps: it's about enabling interaction when native apps just aren't practical.109

THE PHYSICAL WEB

https://google.github.io/physical-web/110

We are born of complexity, shaped by complexity, and interact with a world that is inexorably growing more complex.Bud Cuddell

Dont fight fragmentation and complexity.

Make the most of them!

MAKE THEM FEEL SMART

Usability. Keep it stupid simple.

You have to reduce the cognitive effort.

We have to create tools that make technology transparent. Imagine for a moment a smart house. I need a reason to use a robot that make a wonderful bread. The fact that the bread is wonderful doesnt make me love the robots if I need 50 minutes every time I want to make my wonderflu bread. Technology should simplifynot making things more complex.113

MAKE THEM FEEL GOOD

You have to be memorable. Online, offline, everywhere you are.

People tend to remember experiences and today more than ever they like to make their experience public. People with a voice.

Like in architecture you need to build an environment where people feel comfortable. We have to analyze the context in which our product will be used. The problem it is intended to solve.This doesnt mean being perfect. Errors exists, but we have to contemplate them. We need to form an habit.114

MAKETHEMLIVE AJOURNEY

You have to connect all your properties, creating a transparent interconnected world.

You have to take their hands and let them discover and find what they need everywhere they are.115

MAKETHEMFINDYOU

You have to be unique.

Technically speaking:Every single piece of information should be unique and identifible.

In terms of your audience instead:You have to find something missing your users want.116

MAKETHEMUNDERSTANDYOU

You have to be machine readable. Invest in structurizing your data cause it will make simple not only for others to interpret your data, but also for you to create faster experiences faster.

The other advantage is that, when important third party players will become bigger and embrace standard, we will be already ready.117

and then

BE OPEN

Dont be to shy or closed inside your project.

Share your development, your studies, your ideas, give to the communityyou will get something great back, for sure.119

BE TRUSTED

Acquiring trust is something very difficult to achieve.

Trust is the the key to a succesful brand.

Today everyone can say everything, can write everywhere and can have a following, but this doesnt mean theyre trustable.

Trust, Reputation, Authority.

Dont follow the easy path.

I mean, the answer to this sounds surprisingly easy and it is incredibly hard. He has to be real.

Trust is about establishing a real connection between people. Is about understanding. And the moment we understand each other, a sense of trust is established.Once you have trust any kind of relation can take place. You need to create the bridging point which allows people to understand who you are, why you do things that way, why can they trust you? Why should they trust you?120

BE RELEVANT

Be where you are expected to be.

Dont try to be visible for the sake of being visible.

Be there for a reason. Be the best possible answer for what theyre searching for.121

BE ENJOYABLE

Dont take yourself too seriously.

A smile can create another smile and so on. Is about growing togheter.122

BE CONNECTED

Yes. Connected. In any way. Human to human. Human to machine. Machine to machine. Play your role and connect you work to related onces offering the best in the market, not the best you can.

Connecting is a win win business.123

is not enough

DIGITAL DARWINISM by Brian Solisis the evolution of consumer behavior when society & technology evolve faster than your ability to adapt.

BE FAST

You must be fast to adapt, to understand where the market is going.

We should stop basing our assumption on our own cultural choices.

We shoul be mentally fast and flexible.

Ill make you an example:

My grandson use a lot vocal messages when using instant messaging.and everytime I see those messages I think.why not calling? Why!

They use it in that way. You dont need to comprehend why. Accept it.126

STRUCTUREDFLEXIBLEREUSABLEADS READYINTELLIGENTADAPTABLE

MULTI DIMENSIONALTOPOLOGICagilecontext freeCONTENT

And so in practical term what can we do.

We should start thinking a new paradigm of content. A content that start with some carachteristic since its beginning.

Topologic: A different paradigm which allows users to produce layouts by describing their topological and abstract properties, rather than geometric ones. We first define and detail topological properties as abstract relationships between the document components, independent from the output characteristics.

Proximity, priority, similarity, importance. This can allow you to create abstract declaration of a content in order to automatically generate multi format contents.

Ads ready: for any content we create we should create a process in order to have all the content covering any kind of distribution so for example various preview images for social networks, headlines for Advertising, Call to actions for banners and so on.

Multi dimensional and Adaptable: cause it need to be flexible and at least sufficient also in not predictable scenarios.

Structured and reusable: as we saw before. JSON-LD can help us a lot and being structured allow us to be very fast in repurposing contents in tons of new way. Imagine an API that allow you in a simple way to manage contents from wherever you are. Our database is the Web.

Context free: in the sense that a good content transcend the device and the context. The content should be complete.

127

BE FUTUREPROOF

Be Future Proof.128

Mobile Search Marketing by Andrea Pernici | SemDays 2015

Marketing

Transcript of Mobile Search Marketing by Andrea Pernici | SemDays 2015