About 300 lucky Googlers were able to be in attendance at the Google New York office for the Think Mobile with Google one-day conference, but about 2,000 others were able to attend a few of the afternoon keynote sessions yesterday by viewing the live streaming video, myself included. So, thanks to the live stream offered by Google, I was able to get the same information from the comfort (and free-ness) of my Search Mojo desk down here in Charlottesville, VA… I love technology.
I’ll be recapping Jason Spero’s presentation, “The Time for Mobile is Now.” Jason Spero works with Google as the Head of Mobile Ads for the Americas. You can follow him on Twitter at @Speroman. You can also follow the hashtag #thinkmobile to catch more information filtering through from the Think Mobile event.
Google stated that 79% of the top 800 brands that advertise with Google do not have a site that is optimized for mobile. So if you haven’t jumped on the opportunities that mobile offers yet, you definitely aren’t alone.
“It’s not too late to be early.” -Google thinkmobile
Jason Spero provided 5 great things to do in the next 90 days to improve your mobile efforts:
1. Create a mobile-specific site.
If you are thinking about a mobile strategy for your brand, most likely that means you already have a website. Whether you take a long time developing it, or simply re-purpose your website content to throw a mobile site up pretty quickly, get one up as soon as you can. That way you can already be testing and making adjustments as you pull in more data. In time, you’ll want a mobile site that is easy to navigate, and pulls visitors in rather than frustrate them and push them away.
2. Find out how mobile impacts your business.
Whether you are a small local business, or a major brand like Best Buy, you should take a second to think, “how does mobile impact my business?” For many, comparison shopping is one major hurdle you have to overcome with your customers. Nowadays, your customers don’t have to spend an entire day shopping around at different stores to find the best price. Anyone with access to the internet on their phone could just do a quick search and find the product cheaper somewhere else, and either buy it right there on their phone or make the trip to the local store with the best price. Best Buy has trained their employees to handle this with price matching. Find ways that mobile could be impacting your business, and plan for it.
3. Get personal.
A mobile phone is one of the most personalized items a person can own. You can choose the style, the plan, your background, apps, ringtones, etc. Phones are almost always within arm’s reach, and we typically don’t share them with others. When developing your mobile strategy, be sure to think about this personal aspect of our phones. Adidas did a great job with running an ad campaign on a more personal level. It involved allowing high school basketball players to click-to-call from their phone to leave voice messages for their favorite professional basketball players. Kevin Garnett received about 33,000 messages, and 18% of the people calling dialed in more than once. What they discovered is that a few people were calling everyday after practice, to let the pro players know how their practice went, and also things like how that player inspires him or her. This campaign worked well because it was based around click-to-call actions; these players called on their way home from practice; many would not have waited until they got home to go on the computer, and then take action.
4. Track mobile independently.
Once you launch your mobile efforts, be sure to track mobile traffic and activity just like you would any other traffic source. Tracking mobile activity independently will help you make faster, more informed decisions to make adjustments on your mobile site.
Match.com launched their site a while back, and began tracking. At the time of the launch, the registration process was not set up very well, resulting in very few mobile registrants. In January 2011, 2% of the registrations occurred on mobile, while in January 2011 they rose to 8% of total registrations. In a few years, Match.com says mobile will most likely be the main source for registrants. By tracking activity on mobile separately, you will be able to make site adjustments, and see how it impacts performance.
5. Iterate, iterate, iterate.
If you don’t get it right at first, no worries. Track and keep at it, you’ll be constantly working towards the best possible experience for your mobile users. Be sure to get your app out there and track and refine when you know. Pay attention to how your customer responds and adjust as needed.
Even if you haven’t taken advantage of dramatic mobile growth, it’s not too late. In fact, even if you feel like you’re late to the game, you are really still pretty early to start putting together a strategy specific to mobile.