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
‘Complainer marketing’ – should we harness rage to promote brands?

‘Complainer marketing’ – should we harness rage to promote brands?

As marketers, we're always looking to get the best results for our clients. But should we highjack the emotions of their customers to do so? No, as I explain in this post, you're better than that.

Tom Chapman
Tom Chapman 18 July 2018
Read more
How to Review a Website — A Guide for Beginners

How to Review a Website — A Guide for Beginners

Whether you're a startup or an established business, the company website is an essential element of your digital marketing strategy. The most effective sites are continually nurtured and developed in line with...

Digital Doughnut Contributor
Digital Doughnut Contributor 7 January 2020
Read more
7 reasons why social media marketing is important for your business

7 reasons why social media marketing is important for your business

Social media is quickly becoming one of the most important aspects of digital marketing, which provides incredible benefits that help reach millions of customers worldwide. And if you are not applying this profitable...

Sharron Nelson
Sharron Nelson 6 February 2018
Read more
10 Factors that Influence Customer Buying Behaviour Online

10 Factors that Influence Customer Buying Behaviour Online

Now is an era where customers take the center stags influencing business strategies across industries. No business can afford to overlook factors that could either break the customer experience or even pose a risk of...

Edward Roesch
Edward Roesch 4 June 2018
Read more
Infographic: The State of Product Discovery 2023

Infographic: The State of Product Discovery 2023

New research from London Research and Attraqt explores the latest trends around product discovery in digital commerce, covering site search, merchandising and personalisation.

Linus Gregoriadis
Linus Gregoriadis 25 May 2023
Read more