Nomophobia, cupcakes and rich cards.

02-06-2016

McCannBlue's Digital Development and Performance Manager, Ewa Adach, talks about digital insights and Search innovation discussed at an agency event for Google Partners.

Last Friday we took part in the agency event held by Google titled Momentum Ireland. Hosted on the 11th floor of the Docks building on Barrow Street, the venue presented incredible panoramic views over Dublin, such as this sneak peek at McCannBlue's HQ.

Momentum Ireland was the first of a series of events designed to provide Irish agencies with the latest trends and digital insights to stay ahead of the rapidly changing digital marketing landscape. This particular event focused on mobile and online video opportunities in Ireland and offered the Partner agencies a preview into future product plans and developments within Google.

The first session, led by Denise Browne, Agency Development Manager, focused on the Future of Mobile and was packed with some impressive stats:

1. Apparently, we check our mobile phones on average 150 times per day. Nomophobia is actually a thing! It's an irrational fear of being without one's mobile phone or of being unable to communicate using one's mobile phone.

2. Ireland is amongst the top 10 countries worldwide for mobile web access. We also lead in terms of the volume of mobile searches - as of July 2015 Ireland has had more searches performed on mobile devices than desktop computers.

3. With regards to the volume of sales completed on mobile devices, 41% of sales online in Ireland are completed on mobile which presents a huge opportunity for brands and agencies alike.

4. Design, usability and speed have to be second to none to win on mobile. Facts speak for themselves: 40% of users abandon a mobile search if a website takes more than 3 seconds to load and each additional second of page load time causes 7% drop in conversions!

5. 50% of online video content in Ireland is consumed on mobile devices.

41% of online sales in Ireland are completed on mobile devices

Some brands have already been embracing mobile opportunities and have designed fabulous mobile shopping experience with native apps. Others like Flipkart, an online trading platform, opt for Progressive Web Apps. Flipkart Lite, for example, allows users to access the app with one touch, even if you're offline, and sends push notifications even when users browser is closed.

Image is a courtesy of Flipkart.com, http://stories.flipkart.com/introducing-flipkart-lite/

Others, like mobile text and voice messaging app WeChat, enable users to solve all problems a busy urban professional would need to get solved without actually exiting the app. Their City Services aim to improve life by allowing users to register birth of a child, book doctor appointments, report incidents to the police, book flights or hail a taxi within the app.

We don't go online, we live online.

These are powerful examples of brands, which understand the reality we live in, in which 'We don't go online anymore, but we live online' and strive to become leaders in mobile user experience or aggregators of the most frequently used and popular services available on mobile devices. All that to keep user engaged and permanently hooked.

Mobile / responsive websites still a challenge for Irish brands

Despite the endless mobile opportunities for brands, businesses in Ireland are still lagging behind the consumers. In fact, less than 50% of businesses in Ireland have mobile optimised websites. Mobile user experience design is still a huge challenge for brands but given the starts, should be one of their priority areas for investment in the foreseeable future.

Ireland's video market is booming

During the following session Sarah Byrne, Head of SMB Agency, UK and Ireland, talked about the Power of Video. The key highlights were:

1.Ireland's online video market is booming with a 67% reach of video and the market worth in excess of €25m.

2.Online video market is experiencing a phenomenal growth - Video will account for 69% of all online data traffic by 2017.

3.Video both captures and creates demand. 41% of viewers take an action as a result of watching a YouTube ad. Video will account for 69% of all online data traffic by 2017.

Brands must embrace online video, as 41% of viewers take an action as a result of watching a YouTube ad

Keeping in mind that 41% of people take an action as the result of an ad, brands must adapt the same mobile-first mind-set to try and convert engagement to action. This very often means making the path to purchase as short as possible for video viewers by:

  • Using click to download for mobile apps, or
  • Implementing Call-to-Action overlays

Finally, Google wouldn't be Google without treating us to some delicious food and revealing some exciting new products for mobile search.

Mobile Search Innovation

Google have braced themselves for the mobile-first world by changing how search result pages are going to be laid out on mobile devices.

First of all, advertisers will be allowed 50% more copy. Furthermore, Google search results pages are becoming more visual and engaging as Google rolls out rich cards for movie and recipe sites. Webmasters will be able to mark up their pages to enrich how Google displays them in search results. Already a step up from rich snippets, rich cards will introduce a swipeable photo carousel with a higher resolution image to improve the searcher's experience.

The evolution of mobile search results is illustrated on the photo below:

(courtesy of https://webmasters.googleblog.com/).

We are keen to implement all these learnings into our clients' digital strategies and are looking forward to the subsequent Google Partner events.

If you would like to hear more about mobile and video opportunities and how they can elevate your brand, please give us a call.