Mobile Search Marketing: "Everything You Need to Know"

An very long overview about the mobile exosystem's opportuinites.

Transcript

1. Mobile Search Marketing promotion opportunities for your site and your application
2. VLAD MY NAME IS
3. I’M A DALMATIAN PELICAN LIVING NEAR THE IRON GATES AND I WILL TAKE CARE OF YOUR HOMEWORK
4. YOU WILL FIND ME IN THE TOP RIGHT CORNER OF EACH SLIDE WHEN MORE INFO ARE AVAILABLE ONLINE
5. FITI ATENTI, URMEAZA SA ÎNCEPEM!
11. THE SAME BUT DIFFERENT
13. HARD NUMBERS
14. HARD NUMBERS
15. GOOGLE SEARCH ORGANIC
16. GOOGLE SEARCH ORGANIC
17. GOOGLE SEARCH ORGANIC
18. GOOGLE SEARCH ORGANIC APP INDEXING …to ‘re-’ engage
19. …to ‘re-’ engage …to drive install GOOGLE SEARCH ORGANIC APP INDEXING
20. …to re-engage GOOGLE SEARCH ORGANIC APP INDEXING API
21. “…you can ask it to assist you with whatever you’re doing—right in the moment, anywhere on your phone…” GOOGLE SEARCH ORGANIC NOW ON TAP
22. “…you can ask it to assist you with whatever you’re doing—right in the moment, anywhere on your phone…” + in-app voice search GOOGLE SEARCH ORGANIC NOW ON TAP
23. GOOGLE SEARCH ORGANIC APP ONE BOX/SEARCH
24. GOOGLE SEARCH ORGANIC APP SEARCH CONSOLE
25. GOOGLE NEWS
26. EMAIL MARKUP
27. GOOGLE SEARCH ORGANIC EMAIL MARKUP 2 3 GMAIL ACTIONS https://developers.google.com/schemas/gmail/actions ANSWERS IN GOOGLE SEARCH https://developers.google.com/schemas/search/answers 1 GOOGLE NOW https://developers.google.com/schemas/now/cards
28. 2 3 4 RESPECT BULK SENDING GUIDELINES AND MAKE SURE TO HAVE A GOOD REPUTATION https://support.google.com/mail/answer/81126?hl=en https://postmaster.google.com SEND A GOOD AMOUNT OF MAIL/DAY At least 100 per day to gmail addresses REGISTER https://developers.google.com/gmail/markup/registering-with-google 1 AUTHENTICATE MAIL THROUGH DKIM O SPF https://support.google.com/mail/answer/180707?hl=en# GOOGLE SEARCH ORGANIC EMAIL MARKUP
30. GOOGLE PAID SEARCH WE CAN PROMOTE PLACEs APPs WEBSITEs (OBVIOUSLY MOBILE-FRIENDLY)
31. GOOGLE PAID SEARCH MOBILE APP ADWORDS
32. GOOGLE PAID SEARCH CLICK 2 CALL ADWORDS
33. GOOGLE PAID SEARCH CLICK 2 CALL ADWORDS
34. COUNTDOWN CUSTOMIZER – link From a mobile perspective they can be combined in a very powerful way. You only need a little of immagination. GOOGLE PAID SEARCH DYNAMIC SEARCH ADS 2 3 1 INSERTING DYNAMIC CONTENT – link ANY OTHER BUSINESS
35. GOOGLE PAID SEARCH ADWORDS EXTENSIONS
36. GOOGLE PAID SEARCH ADWORDS EXTENSIONS (APP)
37. GOOGLE PAID SEARCH ADWORDS EXTENSIONS (CALL)
38. GOOGLE PAID SEARCH NATIVE GMAIL ADS YOU CAN PERSONALIZE IT INCREDIBILY. THE ADS IS IN FULL HTML AND YOU CAN INCLUDE VIDEO, TEXT, IMAGES.
39. THEN THEY MAKE THINGS LIKE…
40. GOOGLE LOCATION AWARE SEARCH https://www.seroundtable.com/google- mobile-search-location-aware-20428.html
41. GOOGLE MAPS POLL
42. GOOGLE MAPS ‘EXPLORE IN’
43. SEARCHING THE REAL WORLD
44. MAKE THEM FEEL GOOD
45. GOOGLE PLAY STORE ORGANIC ASO | App Store Optimization 1 2
46. GOOGLE PLAY STORE ORGANIC DEV CONSOLE A/B TEST
47. GOOGLE PLAY STORE ORGANIC DEV CONSOLE A/B TEST
48. GOOGLE PLAY STORE ORGANIC DEV CONSOLE CLOUD TEST
49. GOOGLE PLAY STORE ORGANIC NATIVE APP INSTALL BANNER
50. 2 3 4 LISTING PAGE ELEMENTS title, preview, description, screenshot, category, type EXTERNAL FACTORS & USAGE DATA promotion, link, review, install, uninstall, usage MAKE IT BETTER THAN THE 1° CLASS APP user research&testing, analysis, continuos improvement strategy, design – take care of the details, integration 1 KEYWORD STRATEGY keyword research and competitor analysis GOOGLE PLAY STORE ORGANIC ASO (APP STORE OPTIMIZATION)
51. Making Things People Want is greater than Making People Want Things. “ John Willshire
52. GOOGLE PLAY STORE PAID
53. GOOGLE PLAY STORE PAID
54. GOOGLE PLAY STORE PAID UNIVERSAL APP-CAMPAIGN
55. ITUNES THE SAME BUT DIFFERENT… + KEYWORDS
56. iOS9 OPENING LOTS OF OPPORTUNITIES INSIDE THE APPLE ECOSYSTEM 2 3 SEARCH API ‘INDEXING’ NSUserActivity, CoreSpotlight, Web Markup MORE SEARCH CENTRIC Implication for news, places, people, apps 1 UNIVERSAL LINKS
57. FACEBOOK ORGANIC Social plugins LINK Social login LINK App Links LINK App Invites LINK
58. LINK FACEBOOK ORGANIC OPEN GRAPH
60. FACEBOOK ORGANIC OPEN GRAPH
61. FACEBOOK ORGANIC SOCIAL LOGIN
62. PAGE PLUGIN COMMENT MIRRORING SEND BUTTON SHARE BUTTON EMBEDDED VIDEO EMBEDDED POST FACEBOOK ORGANIC SOCIAL PLUGIN
63. FACEBOOK ORGANIC APP LINKS
64. FACEBOOK ORGANIC APP INVITES
65. Place tips using Facebook Bluetooth® beacons
66. FACEBOOK PAID Mobile App Ads for Installs Mobile App Ads for Engagement and Conversion Custom Audiences for Apps
67. MOBILE APP ADS FOR INSTALL let install your app with a click LINK
68. FACEBOOK PAID MOBILE APP ADS INSTALL
69. FACEBOOK PAID MOBILE APP ADS INSTALL
70. FACEBOOK PAID MOBILE APP ADS INSTALL
71. MOBILE APP ADS FOR ENGAGEMENT AND CONVERSION convince new and acquired users to act LINK
72. FACEBOOK PAID ENGAGE & CONVERT 2 3 USE APP WATCH VIDEO 1 OPEN LINK ALLOW US TO LET USERS MAKE DIRECT ACTIONS INSIDE OUR APP THANKS TO DEEP-LINKS 5 6 LISTEN NOW BOOK NOW 4 SHOP NOW just a few examples
73. CUSTOM AUDIENCES FOR MOBILE APPS re-engage LINK
74. FACEBOOK PAID CUSTOM AUDIENCES 2 3 USERS MAKING SPECIFIC ACTIONS INSIDE THE APP MOST ACTIVE USERS 1 USERS ALREADY USING THE APP A VERY POWERFUL TOOL THAT ALLOWS YOU TO INTERCEPT
75. FACEBOOK PAID CUSTOM AUDIENCES 2 3 PHONE NUMBERS FACEBOOK UIDs 1 MAILs …AND YOU CAN ALSO USE DATA FILES INCLUDING
76. FACEBOOK PAID CUSTOM AUDIENCES
77. YOUTUBE PAID
80. TWITTER ORGANIC
81. TWITTER OGANIC TWITTER APP CARDS
82. DEEP LINKING APP INSTALL TWITTER OGANIC CARDS FOR MOBILE APP
83. TWITTER PAID
84. APP INSTALL/ENGAGEMENT TWITTER PAID
85. APP INSTALL/ENGAGEMENT TWITTER PAID
86. APP INSTALL/ENGAGEMENT TWITTER PAID
87. LEADS CUSTOM FOLLOWERS WEBSITE CLICKS TWEET ENGAGEMENT WEBSITE CONVERSION THE SAME BUT DIFFERENT TWITTER PAID
88. BING ORGANIC
90. APP LINKING BING ORGANIC
91. WINDOWS PHONE SEARCH WINDOW 8.1/10 SMART SEARCH APP LINKING WINDOWS BING ORGANIC
92. PINTEREST ORGANIC
93. RICH PINS (app, recipe, movie, place, article, product) PINTEREST ORGANIC
94. BUYABLE PINS BING ORGANIC
95. PINTEREST PAID
96. and then…
97. A MATTER OF WRIST?
98. You don't get to decide which device people use to go on the internet. They do. “ Karen Mcgrane
99. and don’t forget…
100. SOMETHING STRANGE WILL HAPPEN
101. WE WILL NEED AUTOMATION AND ROBOT AND THIS SCARE US
103. WE CANNOT ALTHOUGH PRETEND IT WILL HAPPEN
104. Nostalgia isn’t a business model “ John Naughton
105. and fragmentation grows…
108. THE PHYSICAL WEB
109. THE PHYSICAL WEB
110. We are born of complexity, shaped by complexity, and interact with a world that is inexorably growing more complex. Bud Cuddell “
111. Don’t fight fragmentation and complexity. Make the most of them! “
112. MAKE THEM FEEL SMART
113. MAKE THEM FEEL GOOD
114. MAKE THEM LIVE A JOURNEY
115. MAKE THEM FIND YOU
116. MAKE THEM UNDERSTAND YOU
117. and then…
118. BE OPEN
119. BE TRUSTED
120. BE RELEVANT
121. BE ENJOYABLE
122. BE CONNECTED
123. is not enough
124. DIGITAL DARWINISM by Brian Solis is the evolution of consumer behavior when society & technology evolve faster than your ability to adapt.
125. BE FAST
126. INTELLIGENT CONTENT
127. BE FUTURE PROOF