BrightEdge Share15 - S301: Mobile Friendly Momentum - Multi-Device Type Optimization & Measurement - Denis Scott
The document discusses how companies can prepare to measure success in mobile marketing. It notes that mobile search is growing faster than desktop and has matched desktop search volumes. It emphasizes that companies need to ensure they have the right tools to properly measure mobile web and apps. It also stresses the importance of understanding the differences in user experience and behavior between mobile and desktop, and having a strategy that takes full advantage of opportunities in mobile like SEO, paid search, social media, and display advertising. Finally, it recommends keeping testing and learning from marketing efforts in mobile, understanding the value of mobile users, evolving tools and products to measure and create great user experiences.
BrightEdge Share15 - S301: Mobile Friendly Momentum - Multi-Device Type Optimization & Measurement - Denis Scott
- 1. The leading industry event by digital marketers for digital marketers powered by BRIGHTEDGE Mobile is sprinting ahead, are we prepared to measure? Denis Scott Senior Director of Marketing
- 2. @brightedge #share15 OpenTable Background 1. OpenTable is part of the Priceline Group (PLCN) 2. The world’s leading provider of restaurant reservations 3. Founded in 1998 and seated over 830 million diners 4. Seat more than 16 million diners a month 5. Drive reservations at over 32,000 restaurants
- 3. @brightedge #share15 Mobile search is growing faster than ever before
- 4. @brightedge #share15 Mobile frequency far exceeds others platforms
- 5. @brightedge #share15 Mobile has now matched desktop searches….
- 6. @brightedge #share15 How do we measure success in mobile? • Tools: Do we have the right tools to measure the shift to mobile? • User experience: Do we understand the difference in user experience with our products in mobile? • Strategy: Do we have the right strategy to win in mobile going forward?
- 7. @brightedge #share15 Tools • Make sure you can measure mobile web and apps correctly…rank • Define key metrics like visits and opens • Understand users across platform where you can • What is different in mobile like rank and Share of Voice
- 9. @brightedge #share15 User Experience • Desktop has wider pages with often more content visible • Mobile is smaller experience with content presented differently
- 10. @brightedge #share15 Strategy • Sending traffic to right experience? App vs Mobile site • Taking advantage of all opportunities? (SEO/Paid/Social/Display) • Addressing user behavior in mobile? Tend to be looking for the concept of “now”
- 11. @brightedge #share15 Strategy Understanding and addressing the right search terms and demand for the mobile landscape
- 12. @brightedge #share15 Lessons we have learned • Search trends will often be your business trends as well • Tracking in mobile can be challenging when users may visit in one platform and take action in another (ex. Visit a site and transact in App) • User experience in mobile can mean what is prioritized is different than desktop • Behavior and intent in mobile maybe inherently different. Does not mean there is a product issue (ex. Conversion rates and lead time) • Keep testing and learning in your marketing efforts in mobile Insert Speaker Logo
- 13. @brightedge #share15 Key Takeaways • Keep testing and learning in your marketing efforts in mobile • Understand the value of your mobile users • Try to stay ahead of your measurement tools • Continue to evolve your products to create great user experiences Insert Speaker Logo