#mitxecs - closing keynote: market to people, not devices

CLOSING KEYNOTE: MARKET TO PEOPLE, NOT DEVICES

Tim Reis@tim_reisHead of Performance Solutions Activation Google

3 Whats

What is happening?

What is causing that?

What should we do about it?

What drives consumer behavior is unchanged

What drives consumer behavior is unchanged

What drives consumer behavior is unchanged

What drives consumer behavior is unchanged

Consumers want... ...so they... ...so advertisers... ...but now...

Average time spent per day by US Adults

Average time spent per day by US Adults

7x

Mobile: a way of life for consumers

Source: http://www.securenvoy.com/blog/2012/02/16/66-of-the-population-suffer-from-

nomophobia-the-fear-of-being-without-their-phone/

How much

information

is enough?

First name Last name

Street address Apt.

City State

Zip + 4

Credit card

Credit card number

Security code

Billing Address

Shipping address

First name Last name

Street address Apt.

City State

Zip + 4

Payment method

Favorite movie

First pet’s name

Third grade teacher

If you were a tree...

Stuff we can’t help ourselves from asking

Doing it right -

Google’s 25 Principles of Mobile Site Design

Are you organized to win in mobile?

The Mobile

Guy

The REST

of the Org

SEE THINK DO CARE

Purchase

SEE THINK DO CARE

Social

Blog

Newsletters Shop Catalog

Best Selling

Wish Lists

Plan Options

Top Rated

Subscription Options

About Us

Video

Inspiration Boards

Fashion Updates

Social Amplification

Fit Guide

Rewards Program

Mobile Apps

In-Store Events

Add to Cart

Call Now

Purchase

Store Locator

Make an Appt

Create an Account

Join Email List

Contact Us

Live Chat

Write Reviews

Share with a Friend

Gift Cards

Site Search

Returns & Exchanges

Account Login

Track & View Orders

Refer a Friend

Recommended for You

Appointment Reminder

Download App

SEE THINK DO CARE

mDisplay

mVideo

mSearch

mAppsmApps

150 times a day162 minutes a day

65 secondsper session

“Knowledge

is good.”- Emil Faber

Founder, Faber College

Analytics Store Visits Store Transactions

3 Things to Know

Better understand:

- How prospective customers relate to you online, by device

- How you’re doing compared to your industry

Analytics

Opted-in user geo

data mapped to

clicks reveals offline

impact of online ads

Store Visits

Store Transactions

One of our data provider

partners drops a cookie from

your site

The user purchases

something from your store

An offline conversion and

AOV reports in AdWords

* Store Transactions

available in US only at this

time.

A user clicks on a Google

Search or Display ad

PLAs Location Calls

3 Things to Do

Higher-impact consumer

engagement when they’re

shopping online

Product Listing Ads

Location

Extensions

Bid by

Distance

Local

Inventory

Ads

3 Things to do about location

Drive to Store

Average +10% CTR

Location Extensions

Tune bid strategies

to profitability

Bid by Distance

Local Inventory Ads

Foot traffic down 55%

Value/store visit up 2X

9/10 shoppers look

Shoppertrak 2014 and Mastercard SpendPulse 2010 and 2013.

Calls

+8% CTR

https://www.youtube.com/watch?v=_yykQO_a4lQ

“Imagine a world with no keyboards.

Larry Page

https://www.youtube.com/watch?v=QrqZl2QIz0c

Thank you!