Google recently teamed up with ClickZ to learn how marketers around the world are approaching mobile marketing and measurement, and where it’s headed next. Here are some of the key takeaways:
Mobile is now an important part of the integrated marketing mix
Mobile is no longer an add-on to a campaign, and for many it’s increasingly becoming a central focus.
87% of marketers are planning to increase emphasis on mobile during 2013, and belief in the power of mobile is rapidly growing stronger.
Marketers have a broad mix of mobile tactics planned in the next year:
52% plan to create a mobile- or tablet-optimized website
48% plan to increase engagement in mobile advertising
41% hope to develop a mobile app
39% are planning to market a mobile app
For many, mobile measurement is still new territory
More than half (59%) of marketers consider themselves either novice or inexperienced when it comes to measuring mobile. This presents an opportunity for organizations to invest in training and education today to stay ahead of the curve tomorrow.
58% of marketers are currently accountable for mobile metrics, and more than one-third are already sharing internal dashboards to show mobile marketing results.
Mobile measurement unlocks new opportunities
53% of marketers who analyzed their mobile metrics say there is a lot of untapped opportunity and plan to increase their mobile spending.
Tools, technologies and talent are in demand: 68% of marketers plan to increase technology investment and ad spend, and 32% plan to focus more in talent.
A deeper look at mobile app measurement
Here’s a look at the mobile app-related metrics that marketers say matter the most to them:
As shown above, marketers are interested in measuring the full app lifecycle, which we’re excited to see as our new Mobile App Analytics covers a majority of the desired metrics marketers are seeking.
The opportunity for marketers
This research shows the opportunity that mobile offers app developers and marketers to reach consumers on the go. Effective measurement across mobile sites, ads and apps will help marketers create winning strategies. Mobile’s role in marketing is becoming a central part of integrated campaigns and will only continue to grow.
The best thing about building tools is seeing what people do with them. Since Google+ launched, it’s been fascinating to discover people using it in ways never could have dreamed up—like the photographer who figured out how to turn a camera, a phone and Hangouts into Virtual Photo Walks. Ghetto Film School had a different idea.
They’ve been running filmmaking programs for young people in their South Bronx neighborhood since 2000, and when they heard about Google+, they thought it would be a great way to bring what they do to teenagers beyond the Bronx. And from that simple idea, Ghetto Film School’s MasterClass series—discussions between great directors and young filmmakers from around the world—was born.
If you ever dreamed of playing in a band, now’s your chance to be a rock star. JAM with Chrome is an interactive web application that enables friends in different locations to play music together in the Chrome browser on their computers. No matter what your level of talent—from daydreaming air guitarist to music pro—you can JAM together in real time over the web.
When you enter the site, you can choose from a selection of 19 different instruments, from acoustic and bass guitars to drum kits and keyboards. Once you get playing, you can switch instruments as often and as many times as you like.
In the default “easy mode” you can experiment by clicking individual strings, drum pads or keys, or you can play around with the four different autoplay functions and let the machines do the work. Switch to “pro mode” to play any instrument using your keyboard. Invite up to three friends in different locations to join your JAM via the sharing buttons on the site. Here’s “Keyboard Cat” jamming with his friends:
JAM with Chrome is a Chrome Experiment that uses the latest modern web technologies, including HTML5 features such as the Web Audio API, Websockets, Canvas and CSS3. For more detailed information on the technologies used, check out the technology link in the app. Go on, get the band together at jamwithchrome.com.
A year ago Google introduced Google+ Pages, and in twelve short months they have seen millions of businesses and brands join the Google+ community. Today everyone from auto enthusiasts to sports fans to fashionistas can connect with the car maker or football team or designer they absolutely love, and brands are fostering these relationships in increasingly creative ways. Here’s just a few of our favorite examples: One of the first places we saw people connect with the brands they love was in the world of automotives. Two days after Google+ pages became available last year,+Fiat debuted the new Panda model to fans over a Hangout. Viewers took part in a live walkthrough from the unique perspective of the lead designer behind it, right from his tablet (http://goo.gl/0LmY5). This weekend, +Coca-Cola hosted a Hangout for NASCAR fans with drivers in the Coca-Cola Racing Family (http://goo.gl/dMZKR).
Football lovers have a worldwide reputation for being a passionate community. This became evident as football fans and sponsors arrived on Google+ this year, particularly during Euro 2012. One notable example was historical Italian sports publication +La Gazzetta dello Sport, who gained 40,000 new followers after hosting a series of Hangouts around the championship (http://goo.gl/Vy1x5). Learn more about the football community on Google+ (http://goo.gl/srRI5).
And most recently, this autumn, we also saw luxury brands and media partners bring the once-exclusive experience of Fashion Week live to fashion enthusiasts on Google+. One of the season’s most notable examples was Diane von Furstenberg’s show, which was captured through Google’s +Project Glass and then instantly uploaded onto+DVF (http://goo.gl/4n667).
These examples capture just a snapshot of how businesses are engaging creatively with their audiences on Google. If you’re interested in viewing more, check out the newly revamped Google+ for business site at www.google.com/+/business.
We’d also love to hear from you -what are some of your favorite examples of businesses using Google+ this past year? Let us know below.
In-Page Analytics provides click-through data in the context of your actual site, and is a highly effective tool to analyze your site pages and come up with actionable information that can be used to optimize your site content.
Before now, In-Page Analytics was limited to showing clickthrough information by URL and not by the actual link on the page, and was limited to showing information only on links, and not on other elements like buttons. The most common complaint about In-Page Analytics is that if a page has two or more links to the same destination page, we show the same statistics for both links, since there was no telling which link the user actually clicked.
Google is now introducing a new feature that solves these issues. To use Enhanced Link Attribution, you’ll need to add two lines to your tracking snippet and enable the feature in the web property settings. In-Page Analytics will then use a combination of element IDs and destination URL to provide the following new capabilities:
Distinguish between multiple links to the same destination page, attributing the right number of clicks to each link.
Provide click-through information even when redirects are being used.
Here’s an example of how Enhanced Link Attribution can improve In-Page Analytics:
Before (without Enhanced Link Attribution):
After (With enhanced link attribution):
Notice the following differences:
There’s a very prominent red ‘Add Subtitles’ link (that’s styled to look like a button) that didn’t show any click information before Enhanced Link Attribution, but now shows 20%. This is because clicking this link results in a server redirect to one of multiple pages, none of which is the URL specified in the link itself.
Clicks on the link “Aquarium of Genoa (Italy)” were reported as 5.1%, but this is actually shared with clicks on the thumbnail to the left of that link. With Enhanced Link Attribution the thumbnail shows 2.3% and the text link 2.8%.
Google is rolling out this feature gradually over the next few weeks so please be patient if you don’t have the option to enable it in the web property settings. In any case, you can tag your pages now and start collecting Enhanced Link Attribution data today.
This sis a big statement made by after todays win by Obama as the US President for the next 4 years. Google’s co-founder Sergey Brin has yet again come out with a brilliant statement showing his concern how politics is killing everything. Here is what he said on Google+
I must confess, I am dreading today’s elections. Not because of who might win or lose. Not because as a Californian, my vote for President will count 1/3 as much as an Alaskan (actually it won’t matter at all — I’m not in a swing state). Not because my vote for Senate will count 1/50 as much as an Alaskan. But because no matter what the outcome, our government will still be a giant bonfire of partisanship. It is ironic since whenever I have met with our elected officials they are invariably thoughtful, well-meaning people. And yet collectively 90% of their effort seems to be focused on how to stick it to the other party. So my plea to the victors — whoever they might be: please withdraw from your respective parties and govern as independents in name and in spirit. It is probably the biggest contribution you can make to the country.
[If you agree, pass it on to your newly elected officials.]
You’ll notice a new simpler, cleaner design on the search results page — Google has working on ways to create a consistent search experience across the wide variety of devices and screen sizes people use today. Google started tablets last year, got it to mobile phones a few weeks ago, and are now rolling out to the desktop. With the new design, there’s a bit more breathing room, and more focus on the answers you’re looking for, whether from web results or from a feature like the Knowledge Graph:
The same advanced tools you’re used to are still there when you need them. Just click on “Search tools” to filter or drill down on your results:
It’s going out to Google.com users in the U.S. to start.
When you have a question, finding the answer should be effortless—wherever you are and whatever device you’re using. The new Google Search app for iPhone and iPad helps you to do just that with enhanced voice search that answers any question with the comprehensive Google search results you know and love.
Fast and accurate voice recognition technology enables Google to understand exactly what you’re saying. Getting an answer is as simple as tapping on the microphone icon and asking a question like, “Is United Airlines flight 318 on time?” Your words appear as you speak, you get your answer immediately and—if it’s short and quick, like the status and departure time of your flight—Google tells you the answer aloud.
You can get answers to an increasingly wide variety of questions thanks to Knowledge Graph, which gives our search technology an understanding of people, places and things in the real world. Here are a few of the questions that Google can answer:
“What does Yankee Stadium look like?” Google will show you hundreds of pictures instantly.
“Play me a trailer of the upcoming James Bond movie.” The trailer starts playing immediately right within Google Search.
“When does daylight savings time end?” The answer will appear above the search results, so you can set your clock without having to click on a link.
“Who’s in the cast of The Office?” See a complete cast list and find out who made you crack up last night.
Download the Google Search App on your iPhone, iPad or iPod Touch and find out how much wood a woodchuck would chuck (if a woodchuck could chuck wood).
Torres-Quevedo’s inventions span many fields. He was the second in the world todemonstrate wireless remote control, beaten to the post only by NikolaTesla. Hisdesigns for airships were used by both the French and British during WWI. He was a global leader in cable car design, creating the “Spanish aero car” over the Niagara Whirlpool which, nearly a century on, remains a tourist attraction. However, his most remarkable achievements were in the field of automation, developing machines that are antecedents to what we now call computers and robots. Torres-Quevedo’s ambitions were bold. As Scientific Americanproclaimed in 1915: “He would substitute machinery for the human mind.” In the 1890s, Torres-Quevedo built a series of mechanical devices that solved algebraic equations. In 1920 he wowed a Paris audience with an electromechanical arithmometer with a typewriter attachment. You simply typed a formula—say, “24×48”—and the machine would calculate and automatically type the answer “=1152” in reply.
But El Ajedrecista, an algorithmically powered machine that could play an end-game of chess against a human opponent completely automatically, is his most notable creation. Although it’s a far cry from Deep Blue, El Ajedrecista can lay claim to being the world’s first (analog) computer game.
The machine didn’t just calculate its moves—it had mechanical arms that physically moved its pieces, in the form of electrical jacks, across a grid. In later models the arm mechanism was replaced by magnets, and play took place on a more ordinary-looking chess board. You couldn’t cheat the machine as it could spot illegal moves; and you couldn’t win, as the game always started at a point (machine’s King and Rook versus human’s King) from which the machine could never lose.
Google is making Gmail faster and easier to use, so today they are introducing a completely redesigned compose and reply experience that does just that.
Faster How many times have you been writing an email and had to reference something in another message? Saving a draft, opening the old email, and then reopening your draft wastes valuable minutes. The new compose pops up in a window, just like chats (only larger).
This makes it easy to reference any other emails without ever having to close your draft. You can even do a search or keep an eye on new mail as it comes in. And because the compose window works the same way as chats, you can write multiple messages at once and minimize a message to finish it later.
Easier to use
The new compose is designed to let you focus on what’s important: your message. The controls are still there when you need them but get out of the way when you don’t. We’ve even added some new features like the ability to easily insert inline images and have more to come. And, when you add recipients to your message, you’ll see profile pictures of your contacts in autocomplete helping you find the right person faster. You can also drag and drop the new address chips between to:, cc: and bcc:. When you’re done adding recipients, the address area collapses automatically to get out of your way.
You’ll also see these same changes when you respond to a message. The reply experience has been designed to fit better inline as part of your conversation — replies take up much less vertical height, intelligently expand to fit your content, and always keep the recipients and other controls in view no matter how long your message gets.
Google is rolling out a preview of the new compose and reply today. After they have added some finishing touches over the coming months,they will enable it for everyone.
People increasingly have more than one device, and they switch between them many times a day. Nexus—Google’s hardware line for Android devices—gets rid of the hassle. Just sign in with your Google Account and everything is there ready to go, whatever device you’re using: photos, emails, contacts, bookmarks, even your entertainment on Google Play. Today, Google has announced three great new Nexus devices … in small, medium and large. And they all run Android 4.2, a new flavor of Jelly Bean—which includes the latest version of Google Now and other great new features.
Nexus 4 with Google Now and Photo Sphere
Nexus 4 is Google’s latest smartphone, developed together with LG. It has a quad-core processor which means it’s super fast, a crisp 4.7″ (320 ppi) display that’s perfect for looking at photos and watching YouTube, and with wireless charging you just set the phone down on a charging surface to power it up, no wires needed. While Nexus 4 is incredibly powerful under the hood, it also features the latest version of Jelly Bean, Android 4.2—the simplest and smartest version of Android yet. Starting with the camera, we’ve reinvented the photo experience with Photo Sphere, which lets you capture images that are literally larger than life. Snap shots up, down and in every direction to create stunning 360-degree immersive experiences that you can share on Google+ with friends and family—or you can add your Photo Sphere to Google Maps for the world to see.
Android 4.2 brings other great goodies like Gesture Typing, which lets you glide your finger over the letters you want to type on the keyboard—it makes typing fast, fun and a whole lot simpler. Android 4.2 also adds support for wireless display so you can wirelessly watch movies, YouTube videos and play games right on your Miracast-compatible HDTV. Learn more about all of the new features of Android 4.2, Jelly Bean, here.
Google Now—even more useful
Google Now makes life simpler by giving you the right information at just the right time in easy to read cards, before you even ask. And the feedback has been awesome. So today they are adding more cards that you’ll find useful. Flight information, restaurant reservations, hotel confirmations and shipping details—how often have you found yourself wading through your email to get this information at the last moment? So next time you book a table for dinner, you’ll get a reminder with all the details without ever having to lift a finger. You’ll also get cards for nearby attractions, interesting photo spots, movies times at nearby theaters or concerts by your favorite artists.
Nexus 7: Thin, light and now even more portable
Nexus 7 brings you the best of Google–YouTube, Chrome, Gmail, Maps–and all the great content from Google Play in a slim, portable package that fits perfectly in your hand. To give you more room for all that great content you can now get Nexus 7 with 16GB ($199) or 32GB ($249) of storage. But we also wanted to make this highly portable tablet even more mobile. So we added HSPA+ mobile data. Nexus 7 is now also available with 32GB and HSPA+ mobile ($299), which can operate on more than 200 GSM providers worldwide, including AT&T and T-Mobile in the U.S.
Nexus 10: Powerful and shareable
Nexus 10 is the ultimate tablet for watching movies or reading magazines. We wanted to build a premium entertainment device, so we partnered with Samsung to do just that. Nexus 10 is the highest resolution tablet on the planet with a 10.055″ display at 2560-by-1600 (300ppi), that’s over 4 million pixels right in your hands. It comes with a powerful battery that will get you up to nine hours of video playback and more than 500 hours of standby time. With a set of front-facing stereo speakers, you can watch movies right from your Nexus 10 and they simply sound awesome. But what makes Nexus 10 unique is that it’s the first truly shareable tablet. With Android 4.2, you can add multiple users and switch between them instantly right from the lockscreen. Everyone should have quick and easy access to their own stuff — email, apps, bookmarks, and more. That way, everyone can have their own home screens, their own music, and even their own high scores.
Google Play: More entertainment, more countries
Google has recently added a ton of great new entertainment to Google Play, such as movies and TV shows from Twentieth Century Fox. Earlier this year Google expanded it’s service beyond movie rentals and now you can purchase movies and build a library of your favorites in Google Play. Today they are bringing movie purchasing to more countries – Canada, the U.K., France, Spain and Australia. Google is now working with Time, Inc. to bring you even more magazines like InStyle, PEOPLE, TIME and others. And Google has partnered with Warner Music Group who will be adding their full music catalog with new songs coming each day.
On November 13, Google is bringing music on Google Play to Europe. Those of you in the U.K, France, Germany, Italy and Spain will be able to purchase music from the Google Play store and add up to 20,000 songs—for free—from your existing collection to the cloud for streaming to your Android devices or web browser. Google is also launching their new matching feature to streamline the process of uploading your personal music to Google Play. Google will scan your music collection and any song we match against the Google Play catalog will be automatically added to your online library without needing to upload it, saving you time. This will be available in Europe at launch on November 13 and is coming to the U.S. soon after. This will all be for free—free storage of your music, free matching, free syncing across your devices and free listening. Great value
Here are more details on when and where you can pick up your next Nexus device:
Nexus 4: 8GB for $299; 16GB for $349; available unlocked and without a contract on 11/13 on the Google Play store in the U.S., U.K., Australia, France, Germany, Spain and Canada. The 16GB version will also be available through T-Mobile for $199, with a 2-year contract (check here for more details).
Nexus 7: 16GB for $199 and 32GB for $249; available in the U.S., U.K., Australia, France, Germany, Spain, Canada and Japan, and also through their retail partners Gamestop, Office Depot, Office Max, Staples and Walmart.
Nexus 10: 16GB for $399; 32GB for $499; available on 11/13 in the Google Play Store in the U.S., U.K., Australia, France, Germany, Spain, Canada and Japan.You’ll also be able to purchase the 32GB version in more than 2,000 Walmart stores in the U.S.
A Nexus device is much more than simply a phone or tablet. It’s your connection to the best of Google—all of your stuff and entertainment, everywhere you go with no hassle. Now you have three new Nexus devices, a new improved version of Jelly Bean and more entertainment than ever before—all available on Google Play. The playground is open.