Retailers' Guide to Context Marketing in the EVERYWHERE GOOGLE AGE

IN THE EVERYWHERE

A RETAILER’S GUIDE TO

GOOGLE AGE

CONTEXT MARKETING

@KunleTCampbell

eCommerce Marketing Consulting

Focus on mid-tier online retailers

Speaker

Trainer

Writer / Columnist

About to be…Podcaster

Kunle Campbell

Runner and coffee lover…

@KunleTCampbell

p.s. enjoy this life, people

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Google+ Authorship WAS THE PASSING SEO FAD OF 2014

@KunleTCampbell

Google+ was meant to be an identity service Remember their controversial real-name policy?

http://bit.ly/eric-privacy

h#ps://www.flickr.com/photos/leweb3/6471632781/sizes/l

Google claims Google+ has 1.15bn users,

with

300 MILLION ACTIVE “Stream” USERS

@KunleTCampbell

…Google has been hatching a much bigger plan in its back burner, that has been discounted by the Search Marketing Community…

Its Android Device Ecosystem

@KunleTCampbell

Android has 79% smartphone market share

Google now has over

1 BILLION ACTIVE ANDROID USERS

@KunleTCampbell

Mobile Devices now account for

55% of Internet Traffic in U.S. Has now Overtaken Desktop

@KunleTCampbell

Caveat: Search based traffic from desktop Google search represented 18% of traffic, and Google mobile search was just 12%

http://bit.ly/shopify-mobile-report

@KunleTCampbell

Apps are winning and the web is losing

h#p://bit.ly/apps-‐winning

@KunleTCampbell

Apps are winning and the web is losing

h#p://bit.ly/apps-‐winning

@KunleTCampbell

Mobile Devices now account for

55% of Internet Traffic in U.S. Android has 79% market share

GOOGLE’S MOBILE AD DIVISION

is it’s 2ND Largest

Accounting For

29% Revenue

Desktop Revenue: 35% Video Ads: 8%

@KunleTCampbell

Mobile is about to get even

BIGGER!

@KunleTCampbell

Mobile OS extended to Android TV, Android Auto, Android Wear and Android Fit Android L

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@KunleTCampbell

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@KunleTCampbell

@KunleTCampbell

@KunleTCampbell Android L Platform

@KunleTCampbell

Voice Search is set to be huge Conversa*on Search – ‘talking t

o your device’

@KunleTCampbell

Ubiquitous Google Phones, Cars, Wrist Watch, Glass, TV and more…

@KunleTCampbell

Device information including phone #s

Data logs & Phone Call log information

GPS Location information

App installs and uninstalls

Your name from Google Play

Cookies & anonymous identifiers

Consumer Data Goldmine Ubiquitous Google

=

Google / Gmail account

http://bit.ly/data-android-collects

@KunleTCampbell

@KunleTCampbell

How should Retail prepare?

@KunleTCampbell

Conversion rates still pretty dismal at < 1% but the focus should be on cross-platform customer journeys (attribution modelling)

Forget 2nd Screen …Mobile is the 1st Screen

@KunleTCampbell

5 Information is presented to you based on your situation, circumstances and individual needs and preferences.

Contextual data points Location data is important

1.  Mobile, 2.  Social Media 3.  Data, 4.  Sensors 5.  Location-based Technology

5 converging forces

@KunleTCampbell

“…Algo rewrite…for conversational search from: mobile devices and wearable tech i.e. android wear, google glass

What was Hummingbird all about?

@KunleTCampbell

User Data from Query logs

Here’s How Google Attempts to Understand the ‘Layers of Context’ in a Query

Search Entity information – Knowledge Graph has 570 million objects with data on 20 billion+ relationships

Clicks and CTR history on SERPs

Co-occurrences of words within queries and query sessions

Queries and query refinements with a query session

Location and device cues

Was the search via Voice or typed in?

?

@KunleTCampbell

Beacon Technology

Digi*zing the physical space of the store

…expect to see deeper integration with online shopping catalogs and reviews coming in-store direct to shopper’s mobile devices http://bit.ly/gamestop-beacon

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Google Shopping has Local Contextual Integration

@KunleTCampbell

Beacon Technology

Digi*zing the physical space of the store …expect to see deeper integration with online shopping catalogs and reviews coming in-store direct to shopper’s mobile devices

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http://bit.ly/gamestop-beacon

@KunleTCampbell

Android App Indexing Connect pages from your website with specific content within your smartphone app that are shown on search results

Invest in Dedicated Apps

Read: Making Your App Content Searchable by Google: h#p://bit.ly/indexable-‐apps

@KunleTCampbell

Enable User-‐ID Tracking for Cross Device Repor*ng

Universal Analy*cs

@KunleTCampbell

Optimise for Conversational Search …and to answer questions

Content should be structure driven

@KunleTCampbell

En**es: graph of people, places or things En*ty Op*misa*on

Predicate

Subject Object

Property

ENTITY VALUE

TRIPLES MAKING CONNECTIONS

@KunleTCampbell


FREEBASE DATABASE CORE REFERENCE POINT

@KunleTCampbell


FREEBASE DATABASE CORE REFERENCE POINT

@KunleTCampbell

Remember the 5 Converging Forces?

mobile Apps Android app indexing

social data sensors location Google+ Open Graph

Big Data Freebase / Wikipedia Marked up content with Triples - Schema.org

Google My Business Address Mark-up Beacon Tech

Wearable tech Google fit

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@KunleTCampbell

Contact Me to chat more…about eCommerce Marketing

email: [email protected] twitter: @KunleTCampbell web: www.2xmedia.co

@KunleTCampbell

Image Credits Slide #4 -‐ Eric Schmidt h#ps://www.flickr.com/photos/leweb3/6471632781/sizes/l Slide #5 -‐ Android h#ps://www.flickr.com/photos/saadirfan/5168981298/sizes/l Slide #6 -‐ Android Device System h#p://opensignal.com/assets/pdf/reports/2014_08_fragmentaOon_report.pdf Slide #7 -‐ Traffic h#ps://www.flickr.com/photos/by_invisiblekid/2576720788/sizes/l Slide #11 -‐ Phone h#ps://www.flickr.com/photos/by_invisiblekid/2576720788/sizes/l Slide #12 -‐ Explosion h#ps://www.flickr.com/photos/-‐cavin-‐/2313239884/sizes/l Slide #20 -‐ Ubiquitous Google h#ps://www.flickr.com/photos/gertcha/6822644951/sizes/l/ Slide #22 -‐ Shopping Mall h#ps://www.flickr.com/photos/marOnrp/3174937547/sizes/l Slide #28 -‐ Beacon h#ps://www.flickr.com/photos/jnxyz/13570805343/sizes/l