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b2p @ Google Dublin: Mobile, the future of digital marketing?



Dublin, Woow, what a great city! Although we only went to visit Google, the entire city made an impression on me. The people, the city, the food,… But since this still is a marketing blog, let’s get to business.

Let’s start with an important lesson for all marketeers. Customer insights are so important. Learn what’s going on in the world of your customers. It’s the best way to react.

Customer behaviour is changing. Mobile is playing an important role in this change. Going mobile is getting more information. Having information is oxygen.

I’ll give you an example:

Imagine a farmer in a small village in Kenya with a sick cow. Before he went mobile, he had to walk for miles before being able to see a vet, leaving all of the other cows behind on the mountain. Once having his cow cured in the village, he then had to walk back and hope the rest of his cows were still alive. Now, he can just call the vet, send a picture of the sick cow or even look for answers on the internet. He is winning time, saving his business and even the life of his cow(s).

Internet & Mobile everywhere, we find it so obvious. We are always connected and we want everything to be connected. And that is exactly where we are moving forward to. But being connected, being able to post, tweet, blog,.. whenever, wherever you want also means loads of new data. That’s where Google comes in,  “Simplifying Search”.

And since more and more search queries are made on mobile, you could say there’s a bit of a Mobile revolution going on. Let’s look at some numbers. 65% of decisions start on mobile and end elsewhere. In July 2016 it is expected that 35% of the transactions in travel will be made via mobile. There’s a huge potential in Mobile. That Google thinks highly of mobile, is not new. A few weeks ago they stated:

“Starting April 21, we will be expanding our use of mobile-friendliness as a ranking signal. This change will affect mobile searches in all languages worldwide and will have a significant impact in our search results”

So if you are staying behind on mobile, this might be your friendly wake-up call. Here is a tool to check how your website scores on mobile: “Pagespeed insights” ( https://goo.gl/5qOQE9 ). Go and check it out.


Now that you have a mobile friendly website. Let’s talk about measuring  your mobile performances. You probably noticed mobile isn’t converting as well as desktop. But wouldn’t it be nice if you could measure the effect of you mobile campaign on conversions. Well, let me introduce to you Estimated Cross-Device conversions. A cross-device conversion start as a click on a search ad on device, but ends as a conversion on a different device. Why are cross-device conversions so important? More and more consumers are using mobile to do search for a product, but end up buying it via Desktop. If you only take the last click in consideration, your mobile campaigns wouldn’t seem to be doing much. With Estimated Cross-Device conversions you can see the actual performances of your mobile campaigns.

Want to know more about Estimated Cross-Device conversions or measuring mobile performances? Don’t hesitate to contact us.

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By |2018-10-26T08:32:13+00:00April 2nd, 2015|