Digital Journeys II: Full Value of Mobile

| 16 Jul, 2014

Harry Davies, Lead Product Marketing Manager at Google, talks about the value of mobile multi-screen interactions and multitasking and how to fully understand the mobile journey.

Hello everyone, I am Harry and I'm from Google. My job is to get excited about using mobile phones for marketing and to get you guys excited about it, so I'm going to do that. As Matt mentioned earlier, we like big stats and I'm going to give you some big stats.

We all know mobile has grown. We've all got smart phone devices. We carry them around all the time. What we don't often think about is what effect that has on us as people and how we have to adapt to all this new technology.

We kind of have to do a lot of multitasking now. Do you agree with that? We do so much multitasking the psychologists have come up for a word for it. They call it frazzing which is frazzing. Tweet about it. I'm going to try one more time. Frazzing. It's good, a lively audience. And that's frantic, ineffective multitasking. That's what we're doing all the time. It's not just us.

Hang on, who here multitasks? Put your hands up. Keep them up, keep them up. Keep them up. Who here thinks they're good at multitasking? Okay, okay. Let's test this. On my next slide is a word and I want you to tell me the colour of that word. Don't think about it, just answer quickly.

Audience: Red.

Harry: Who said women were good at multitasking? It's pretty difficult because what you actually have to do when you...multitask is a term that comes from computing, and it comes from a computer being able to do things very quickly after each other. So quickly, it seems like it's happening at the same time. Actually it's just lots of things one after another really, really quickly. That's what we have to do as well, but we're not that fast. With this, you see the word, you read the word, and then you have to think what colour it is, or you do it the other way around. But you have to go through that process.

Now, do any of you work with computers? You all work with computers? When you work with computers, you're distracted on average every ten and a half minutes. Does that seem about right? Something jumping in the way, something pulling you off your current task onto something else. It turns out it takes, on average, twenty three minutes to get back to that task that you started originally. You think that we're every ten and a half minutes distracted, twenty three minutes getting back, distracted again. We're moving around all the time.

It's not just us. It's our potential customers as well. Being able to cut through and to get to understand that behaviour is what is what I'm going to talk about today, and how we can think about a measure, how we can plan and how we can measure that activity so that we are getting the right value out of our customers.

We've all got mobile devices. About 62% of the UK has got mobile devices right at the moment, and that's growing. We reckon by the end of the year, as Matt Bush has already told you because they nick my slides at Google, we reckon it's going to be about 75% by the end of the year, and we're shopping on those, so 56% of people with smartphones purchase on them, which is a large number of people. Let's have a look at what that looks like.

Here's my phone. For this speech, I had to buy a Nexus 7. Why is that funny? It's true. This is a true story. I used to pay a delegation, if truth be told. Let's imagine that I was buying a Nexus 7, so I'm going to go to the Curry’s website because I think it's great. If we go to the Curry’s website, they do some quite clever stuff. Have we got the internet? I love a live demo. We go to the Curry’s site, it's a lovely optimised site, and one of the things that they do that I think is very good, I say one of the
good things they do they aren't doing at the moment, they often use predictive search, not at the moment, but it's a really great experience. It's really easy, it's formatted for my phone, I can see everything, it's nice and clear, and that's really great. That's one way people are buying. It's really important when you're developing sites that you're thinking that people are doing this all the time.

I'm going to talk now about what other things happen with mobile devices as we use them at the same time as doing other things with other screens. We have two ways of simultaneous use, we use them for multitasking were you're doing something different to what you're currently doing, or you do something that's related to it. So Bruce earlier was talking about all the great things that people do with Twitter when they're talking about TV programs and stuff like that, so that fit in the complementary use. Say, for instance, if you're checking your e-mails, that's multitasking. You're watching TV, you're checking your e-mails. So the things that we do when we're two screening, when we're just thinking here about multitasking is stuff like this. You can all read this and I'm sure we'll share the slides afterwards so you'll be able to get this. This has some implications for marketers.

If you are running a campaign on TV, or on some kind of online, making sure that your e-mail is going out at roughly the same time as your spots on television. Quite a simple thing that you can do. That means that you're popping into an inbox when someone is seeing some content from you. Making sure that you're on a mobile device when on display advertising on mobile devices at key times.

Social networking. You saw the stuff that Bruce was talking about earlier. It's really important to do that. Game searching, making sure you're visible on mobile search, really, really important. If you think about when you're doing other media thinking about how do I complement that and amplify that with my mobile media?

Then the other type of use that we think is quite interesting than more simultaneous use is sequential use. We find that about 90% of people will use more than one device in order to accomplish a task. I'll do something on my mobile and then I'll do something on my desktop. We found that 65% of people start researching a purchase on their mobile and then go onto purchase something online on their  desk top or on their laptop computer. Let's have a quick look at what that looks like.

Because I've got my browser on my phone synced, I can just quickly jump in and have a look at that site that I was looking earlier where I wanted to buy a Nexus 7. Because Currys are using responsive design, the same page has got the same content, it's very familiar, but it's laid out better for me. This is what it looks like. If I scroll down it jumps down to a tablet size there, and then down to the mobile size there, so you can see exactly how it looks. You can give that same familiar feel, the same content but display it properly for each device people are using.

This becomes really important. At the moment we're got three form factors. We've got mobiles, we've got tablets, and we've got computers. But as this grows with things like Google Glass, you don't want to have to build a Google Glass website, you done want to build a watch website, you don't want some other weird kind of wearable, TV website. You don't want to have to build all of these different things. You want to have one website, one set of technology and adapt it to the right screen.

Then there's other stuff that happens, and so we did some research about people using mobile phones to purchase. What we found is that e- Commerce actions, people that are purchasing something after doing something on the phone, 18% were purchasing on the device, so on their mobile phone. But 24% of people, a huge chunk of people, were finding store locations to go in store straight afterwards.

This is really important to understand because if you're just valuing just the mobile conversions you're getting, and you've got store presence, or you're working with retailers and you're driving people to those retail environments, you could be attributing this much to your spend when actually it's a whole lot more. Let's have a look at what that can look like.

Let's imagine in my story that I left it a little bit late to purchase the Nexus 7 from Currys online and I had to go in store, which is pretty close to the truth. Peter Jones, Sloane Square, and I know they've got them in stock at Peter Jones, so I can quickly find directions and I can go into store. Let's not get walking directions from here because that would be mental... from work. And I can get that. Because we've partnered with the John Lewis partnership to give people in-store maps, you can then scroll between the floors and I can find exactly where I need to go. I say that so it's in audio and imaging. I can even get in-store directions in the store. I have got walking directions. It says six hours 31 minutes walking if anyone wants to walk to Peter Jones. You see, it even gives me in-store directions and it tells me to take the elevator to the fourth floor, even knows which floor it's on and so it will give me directions. We find this is really, really important.

When we talk about people being in store, what we find is that 45% of people will check for information when they're in the shop. People are looking, trying to find out information about the products right there in front of them. One of the things that I find quite interesting, if you think about marketing in the past, it kind of worked on this asymmetry of information that we, as the retailers and the marketers, knew more information about our stuff than the people in the street, the customers. And we used to be able to play on that. But now because of mobile devices, people walk in and they know more about the stuff that you're trying to sell them.

If you're thinking someone who works in Peter Jones has got thousands of products, and the person walking in can quickly scan a bar code and find out all kinds of things about that product and be more informed, so we need to respect that. Also, we need to be aware that people are doing this in the store and we need to allow for it, and we need to think about tactics about how we're going to integrate, how we're going to make that experience in store better for them, knowing that they're connected at all times.

One thing that I find quite staggering is that 20% of people are changing their mind about what to purchase based on that research. We'll have a quick look at how that works. Very quiet audience. Are you interested? Good. You couldn't really say 'No' then, could you?

I've got a Nexus here. I can scan that if I can hold it steady enough. Then I can quickly see, say for instance I'm in...There you go. It will give me where I can go buy it locally as well. Very quickly, that's how quick it is. I can just scan the quick bar code and then I can find out if I'm getting a good deal or not. I was getting a good deal so I purchased the Nexus, which is lucky.

Now if you think about that, we've covered in store, we've covered mobile purchase, we've covered cross-device. There is another way people buy stuff. Can anyone think of what it is. No one? Good old contact centre, and I used to work in, well I still do work in DM but I used to work, so I call them contact centres because I'm a professional, I don't call them call centres. I haven't actually physically worked in a call centre so I better find out what a call centre looked like, so I did a search on Google Images and, now where I'm working next. Let's just see what this looks like.

The first person to call me gets this. It's over to you now, someone has to call me. Got quite a long time. Is anyone going to find my telephone number? This is quite a good task. I always wondered how this would go. When you're coming up with a presentation, you write something you think oh, this is quite fun, this is quite interesting. Is anyone going to call me? Oh, oh, it's ringing. Sorry, it's on silent. Hello? Hello, who's that?

Man 1: It's me.

Harry: Brilliant. There you go. There you go. Congratulations. Don't worry everybody else, it's just an empty box. That's not true. Gosh, I've got, this is, no one's ever called me that much before. That's really exciting.

Now some of you may have received this. This is my search add for me. It's about me. It's got my about me profile. Harry loves data marketing. Find out how much by calling, and then you click the call button. Now, because I'm using an enhanced campaign on my...I can keep this closed when my call centre isn't open. My call centre is only open between 9:00 and 5:00 Monday to Friday, because I don't like to take calls on the weekends or evening. But I'm able to schedule this call button to appear and if it's outside those times or I haven't got enough budget which often happens as well, it just links straight through to my page.

You need to know if this stuff is important to you or not. You need to know about your own industries, your own businesses. If you're working across different countries, how people are using this stuff that relates to you.

We've built a bunch of tools to help. The first one I'm going to show you is our Mobile Planet. Now this, rather irritatingly, so I run a lot of the projects behind this and to get data into this stuff and I was kind of hoping that the data would've been uploaded by today but unfortunately there's been a delay, so the 2013 data isn't going to be going for in for another couple of weeks. But it's got 2012 data, it's pretty good. This allows you very quickly to just find out all kinds of information. You can select various different countries. You can then go and you can select different ages, and you can kind of build different charts, customise those, download those, you can download the raw data, and you can build up an understanding of how your customers are using mobile devices. You can find out if it's worthwhile for you or not.

Then the other thing that you need to know is how much it's worth for you. One of possibly one of the most painful projects I've ever worked on is building this tool which is amazing, but was very difficult to build. This site, the full value of mobile calculator, allows you to add in all of the clicks, visits, purchases, and the amount of money that your average basket value is, and work out how all of these different things, how much value mobile is driving in other channels.

For instance, let fill in some random numbers here. So it's 100,000, you can jump through, let's say we've got a...what are we? We're in how many people are coming through when they click on that so we've got that. If you're unsure of your own data, you don't have your own data, you can just click on a button that will give you various guides that we found through our research. Let's go to purchases. Out of people that come in, maybe 12% of people buy something, I don't know if that's that realistic, but again, you can get tips quite quickly, and let’s say the average basket value is £50. Then you can go through all of the different conversion channels that can come out of it, and you can fill all of that information in, and then you can click "do summary".

What this is showing is it says, okay, currently your saying £50,000 is driven on your mobile site, and if you're just attributing that that's what kind of you're assuming, but then if you add in all of these other conversion types you get a much better figure, which means that then you're understanding that value and how mobile is working for your business. These things are very powerful but they're portable devices is and we can do all kinds of other things with it. We can make calls, we can go in-store, we can do all those clever things.

Anyway, there's one final demo that I'd like to show you before I hand over to my esteemed colleague, Chris, which we go. We're going to Google now which I actually had some screen shots earlier. We can say, "Show me pictures of thank you." So thank you everybody. That was me.”

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