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
The New '4Ps of Marketing'

The New '4Ps of Marketing'

Neil H. Borden, in 1964, gifted the world with the 4Ps of the Marketing Mix: Product, Price, Place and Promotion. This concept has been a cornerstone of business marketing. However, there are new 4Ps of Marketing – just as powerful and just as game changing as Neil Borden’s.

Daisy Kent
Daisy Kent 18 May 2017
Read more
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
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
How To Calculate Marketing ROI

How To Calculate Marketing ROI

Calculating marketing ROI is an exercise in patience and accuracy. The formula to calculate basic, short-term marketing ROI is simple: ROI = (Incremental Profit – Campaign Cost) / Campaign Cost. But marketers know that the formula—while accurate—is far too often misapplied to their efforts.

James Loomstein
James Loomstein 16 May 2017
Read more
Forget SWOT, The Pareto Rule Holds The Secret To Your Online Success

Forget SWOT, The Pareto Rule Holds The Secret To Your Online Success

One of the most important principles I've learned is the so-called Pareto Rule. This principle holds particular importance for aspiring online entrepreneurs. If you are a Blogger, Digital Marketer, Amazon Seller, AdSense expert, then Pareto’s Rule applies to your business. Understanding it is vital to your success.

Alex Papaconstantinou
Alex Papaconstantinou 17 May 2017
Read more