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Google Hangout on Air: Industry Leaders Weigh in on the State of Mobile
Posted By Michelle Silverstein On August 28, 2013 @ 9:45 am In Featured,SEM | No Comments
Last week, Keith Wilson, VP of Agency Products at The Search Agency, participated in a Google hangout  where moderator Jason Spero , head of Google Global Mobile Sales, gauged the way agencies are adapting to new elements within the paid search marketing landscape. The four panelists offered a wide range of perspectives focused particularly on adjusting marketing strategies for the mobile era. In this post, we will explore the questions proposed by moderator Jason Spero and analyze the discussion that ensued between the representatives of the leading agencies.
To begin, we’ll dive into a discussion about the challenges of introducing clients to mobile marketing, many of whom were not fully on board with mobile until Enhanced Campaigns opted all advertisers into mobile campaigns. Specifically, Spero inquired about how agencies are conveying the importance of mobile campaigns and what advice they have for clients who have very little experience with mobile marketing:
The panelists offered the following suggestions for advertisers:
Mobile devices have become increasingly pervasive in the everyday lives of consumers, and these devices are being used in new and complicated ways. Consumers use mobile devices to make phone calls, look up brands, and make purchases, but they also use them as a starting point in search in conjunction with other devices. As a result, the panelists unanimously agreed that the most significant hurdle for mobile advertisers is in understanding attribution and breaking down the barriers that create a gap between online and offline conversions. Tomorrow, we will detail the Keith’s take on attribution and the use of micro-conversions as a way to estimate the value of mobile advertising campaigns.
For more details, check out the archived recording .
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URL to article: http://www.thesearchagents.com/2013/08/google-hangout-on-air-industry-leaders-weigh-in-on-the-state-of-mobile/
URLs in this post:
 Image: http://www.thesearchagents.com/wp-content/uploads/2013/08/google-hangout-on-air.jpg
 participated in a Google hangout: https://plus.google.com/b/101014915353109716871/events/ciahs0v4tsqltrscduosja6qg3o
 Jason Spero: https://plus.google.com/+JasonSpero/posts
 Matt Mierzejewski: https://twitter.com/mskimatt
 Matt Naeger: https://twitter.com/Merkle_Matt
 Keith Wilson: https://twitter.com/Searching4Keith
 Google Hangout on Air: Understanding Attribution and Micro-Conversions: http://www.thesearchagents.com/2013/08/google-hangout-on-air-understanding-attribution-and-micro-conversions/
 The Countdown to Enhanced Campaigns: A Review of the Most Essential Information: http://www.thesearchagents.com/2013/07/the-countdown-to-enhanced-campaigns-a-review-of-the-most-essential-information/
 Leveraging an Online-to-Offline Attribution Methodology: http://www.thesearchagents.com/2013/06/leveraging-an-online-to-offline-attribution-methodology/
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