Article

Mike Owen
Mike Owen 14 August 2015
Categories Mobile

Google Underscores Value Of Mobile

Matt Bush, Google's director of performance, says that marketers are underestimating the value of mobile.

Matt Bush, Google’s director of performance, says that marketers are underestimating the value of mobile. It’s a significant message for the industry, considering 50% of YouTube video views are now on mobile, and Google has just reported a 400% increase in mobile video views.



Measuring Value

 


Bush’s comments were sparked by a test run of Google’s ‘Store Visits’ product, which estimates the extent to which real world transactions have been affected by online ads. It does this by gathering anonymized location data to monitor store visits, and cross-referencing that with anonymous online behavior across different devices. The results should show how prior online behavior influences behavior offline.


Beta testing results suggest that marketers are underestimating the value of mobile clicks by approximately 10 times. In other words, marketers need to think more about accessing mobile audiences.

Maximizing Mobile
 

Speaking at the Jellyfish Digital Journeys event in Brighton, Bush also said that marketers need to ensure that customers are supplied with relevant and interesting information, arguing, "we need to start thinking about the creative we put in place."
 

These comments are particularly apt in light of Google’s Phantom 2 algorithm update , which rewards brands that produce content much higher up the decision-making process. Video, however, offers brands an opportunity to engage on a more playful level, bringing out the personality of their offering. As Bush puts it, "the audience is there and wants to be entertained. There is no reason brands can’t get the results that Zoella or someone else might."

Value Of Context
 

Christopher Eich, manager of product strategy for Disney ABC Television Group, recently told a Streaming Media conference , "we’re not just a content company now, but we’re also a context company… we have to figure out ways to use deeper metadata and drive that context, and to drive a richer experience."
 

Central to this process – whether creating video, text or interactive content – is the use of data. Tools like Data Extraction and Advanced Analytics can help businesses to manage metadata efficiently, organize multimedia assets, target communications across multiple channels, and gauge user engagement and monitor KPIs in real time, making it easier to deliver compelling, personalized customer experiences across mobile and other valuable brand touch points.

Original Article

 


Find out more on the future of Technology at our DLUK - Trends Briefing on the 24th September 2015

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
12 Online Editing and Proofreading Tools Content Writers Should Know About

12 Online Editing and Proofreading Tools Content Writers Should Know About

If you've got great ideas to share, but your content is riddled with errors, you could lose the trust of your readers and your credibility. Get through this editing process quickly and painlessly, by enlisting the help of some online editing and proofreading tools, so you can get your error-free content out there and read.

Gloria Kopp
Gloria Kopp 22 March 2017
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
[Infographic] Why Email Is At The Heart Of Marketing Automation

[Infographic] Why Email Is At The Heart Of Marketing Automation

This infographic, based on Part 1 of our new report, looks at the role of email at the heart of marketing automation.

Natasha Farrell
Natasha Farrell 21 March 2017
Read more
E-Commerce Email Marketing 101: 11 Must-Have Emails

E-Commerce Email Marketing 101: 11 Must-Have Emails

Send the right emails at the right time to the right prospects and you won’t just have lifelong customers… …you’ll have evangelists for your business. In this article, I’ll show you eleven e-commerce marketing campaigns you need to send to increase engagement, improve your bottom line, and more importantly, reduce churn.

Sam Thomas Davies
Sam Thomas Davies 28 March 2017
Read more