Capturing the Full Value of

Mobile Consumers
Trinh Quang Chung
Industry Manager

Google Confidential and Proprietary

Ho Chi Minh City back in

December 2009

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My very first smartphone

NOKIA N97

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Google Confidential and Proprietary

Ho Chi Minh City back in

Ho Chi Minh City today

December
December2009
2014

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My smartphone today:

Google Nexus 5

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giy tng chiu cao

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oslo kino

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oslo restaurant sushi

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Google Confidential and Proprietary

search on Mobile in Vietnam is

SOARING
Food & Groceries

Travel & Tourism

Fashion
Movies & Films

2009 2010 2010 2010 2010 2011 2011 2011 2011 2012 2012 2012 2012 2013 2013 2013 2013 2014 2014 2014
Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3

Source: Google Internal Data

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Media consumption in Vietnam has

SHIFTED
TRADITIONAL

Source: eMarketer

DIGITAL

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The Traditional 3-Step Marketing

PHASE

MODEL

Stimulus

The New Mobile Orientation

First
Zero
Moment of Moment of
Truth
Truth

Second
Moment of
Truth
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From stimulus to

RESEARCH

From research to

PURCHASE
Skobutikk

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 Its this knowing versus doing

gap. CMOs know they need to do
mobile, but how?
-Greg Stuart
CEO, Mobile Marketing Association

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Step 1: Be Mobile Ready

75
Homepage &
Site Navigation

25
Product page

60
Login & Account

57
Conversion Steps
& Form Entry

Page
speed

Directly
land on
homepage

Search box Menus

Go back to
Auto
Recent
is
are
Sort & filter
homepage completion
viewed
above the above the
are available
from logo on search
items
fold
fold

Product details Images are

can be shared expandable

Purchase
as a guest

Account
login

User
reviews

Social
login

Recommendation
engine

Wish list
on mobile

Wish list
from PC

Show
Only
Real time Forms are Advanced Traditional
Numerical
conversion mandatory
Form input
preforms of
forms of
keyboard
steps
forms
validation populated payment payment

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Its more important than ever to get

the mobile consumer experience right

67%

52%

61%

of consumers
are more likely
to convert
on a mobile
optimized site

of consumers
say they are less
likely
to engage with a
company if their
site is not
mobile
optimized

of consumer will
move to another
site if they cant
find what theyre
looking for
quickly

Source: Google, Sterling Research and SmithGeiger, What Users Want Most From Mobile Sites Today, July 2012.

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Step 2: Be Mobile Optimized

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blomster oslo

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Step 3: Measure the Full Value of Mobile

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Step 3: Measure the Full Value of Mobile

210
30
20

Store visits

Calls
50
10
Cross-device
conversions

Many-per-click
conversions

100

Conversions
Conversi o
ns

Cr oss-deviceconversions

Many- pe
r-c
l ickconversi o
ns

Call s

St orevi s
i ts

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The 3 building blocks to capture

THE FULL VALUE OF MOBILE CONSUMERS

MEASURE

Be Ready

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WILL YOU BE THERE

when your customers are looking for you?

THANK YOU
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