SearchLeeds, Mel Hyde 'How to maximise potential from an ongoing shift in device usage'
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The document discusses the significant shift in device usage, highlighting the rise of mobile traffic and its implications for advertisers and agencies. It emphasizes that while mobile is becoming the primary research tool for consumers, only a small percentage of retailers are adequately prepared for mobile engagement. Key strategies for maximizing mobile traffic include challenging agencies to adopt a mobile-first approach, improving cross-device tracking, and utilizing CRM data for personalized marketing.
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SearchLeeds, Mel Hyde 'How to maximise potential from an ongoing shift in device usage'
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- 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
- 17. B3 Questions? B3