{"id":3561,"date":"2016-06-07T18:02:51","date_gmt":"2016-06-07T18:02:51","guid":{"rendered":"http:\/\/blog.360.agency\/?p=3561"},"modified":"2017-07-13T03:57:25","modified_gmt":"2017-07-13T03:57:25","slug":"google-seal-mobile-day","status":"publish","type":"post","link":"https:\/\/360.agency\/en\/blog\/google-seal-mobile-day\/","title":{"rendered":"Mobile Day at Google’s SEAL Conference"},"content":{"rendered":"

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Being a<\/span> Google Premier Partner<\/span> allows<\/span> SM360<\/span> and<\/span> CA<\/span> access to a virtually endless list of resources and support from our media supplier, Google. It also allows our agency to expand its knowledge deepen and leadership in the digital space by attending seminars such as today\u2019s<\/span> SEAL<\/span> about mobile at the Google Chicago office.<\/span><\/span><\/p>\n

Leave it to Google to get everybody on the same page right away!<\/span><\/h2>\n

 <\/p>\n

They started the day with an ice-breaking exercise consisting of a 15-second personal introduction by each of the 50 attendees. Then they asked the audience a question: what is nomophobia?<\/span> Nomophobia is defined as the fear of being without any mobile device and the power source for said device. In this age of technology, nomophobia has become a \u2018real\u2019 disease. We live online and we are hyper connected; therefore there\u2019s a possibility of a potential ailment linked to this reality of ours.<\/span><\/p>\n

\"shutterstock_360495389\"<\/a><\/p>\n

Growing with Google and Mobile\u00a0:<\/span><\/h2>\n

Our presenter Jessie Hocchaler<\/a><\/span>\u00a0was quick to point out that the Mobile First<\/em> strategy wasn\u2019t imposed by Google or by any advertising platform. It was triggered by the consumers<\/u>.<\/span><\/span><\/p>\n

In 2015, over 1.5 billion devices globally were being used and 87% of people said the device never left their side. Google now estimates that the next 5 billion connected consumers will roam the Internet using a mobile device.<\/strong><\/span><\/p>\n

\"Grow<\/a><\/p>\n

Google proposes a garden-themed four-prong approach to growing your marketing activities with mobile:<\/span><\/p>\n

 <\/p>\n

    \n
  1. \n

    Prep the soil<\/span><\/h3>\n<\/li>\n
  2. \n

    Plant the seed<\/span><\/h3>\n<\/li>\n
  3. \n

    Prune and trim<\/span><\/h3>\n<\/li>\n
  4. \n

    Commit to growth<\/span><\/h3>\n<\/li>\n<\/ol>\n

     <\/p>\n

      \n
    1. \n

      Prep the Soil:<\/span><\/h2>\n<\/li>\n<\/ol>\n

      To create a proper marketing campaign, we must understand that the consumer\u2019s journey has changed. The immediacy of an action combined with the expectations of today\u2019s consumer means that we must focus on answering a need. That loyalty will go toward a solution (product\/service) which answers that need instead of going toward a specific, well-established brand.<\/span><\/p>\n

      The journey also means that we no longer need to rely on the same sources that we did just a few years ago to answer said needs.<\/span><\/p>\n

      U.S. consumers now spend more time with a connected device than ever before. In fact, it\u2019s now more than 5 hours per day (3.5 hours on a mobile device) compared to less than 1 hour with print media and 4 hours with television! Why TV advertising investments still surpass digital advertising is a mystery.<\/span><\/p>\n

       <\/p>\n

        \n
      1. \n

        Plant the Seed:<\/span><\/h2>\n<\/li>\n<\/ol>\n

        The key to success is to have a mobile optimized site. If yours isn\u2019t, expect users to leave it in less than 2 seconds. A mobile optimized site is built for mobile devices. It loads faster, ideally in less than 3 seconds or your abandon rate will hit the roof, meaning even as high as 40%!<\/span><\/p>\n

        Whether you are looking to sell products or services, you\u2019re aiming for product views, shopping basket filling-up, leads and completed purchases. Mobile optimized sites will convert twice as much as non-optimized sites: 3.4% vs 1.6%.<\/span><\/p>\n

        source: Criteo<\/span><\/strong><\/p>\n

         <\/p>\n

          \n
        1. \n

          Prune and Trim:<\/span><\/h2>\n<\/li>\n<\/ol>\n

          Your objective is to get users to your mobile site. Here are a few items to consider when building your strategy:<\/span>
          \n Think local. Searches \u2018near me\u2019 or with location intent added in Google queries have skyrocketed 34x over since 2011.<\/span><\/p>\n

          Ref: google.com\/trends<\/span><\/strong><\/p>\n

           <\/p>\n

          Your action plan should therefore include:<\/strong><\/span><\/h3>\n
            \n
          1. Creating a local campaigns with \u2018near me\u2019 terms<\/strong><\/span><\/li>\n
          2. Use of competitive mobile bid modifier in AdWords<\/strong><\/span><\/li>\n
          3. Use ad extensions: ads not using them will rank lower in SERPs<\/strong><\/span><\/li>\n
          4. Use of mobile extensions:
            \n<\/strong><\/span><\/span><\/p>\n