Last May the eleventh edition of one of the most important online marketing and advertising events took place in IFEMA, OMExpo. This event meets international and national leaders and experts of the sector. Some of our colleagues were speaking about Mobile Advertising. Those were some of the conclusions.
27th Wednesday – Omexpo
Does my site going to be affected by Google algorithm update?
Luis Poján, Head of SEO & Content, speaks about the importance of having a friendly mobile website, a key factor to positioning in Google, especially with the last algorithm update.
If we want to know that our site is mobile friendly, we should test it with the Google optimization tool.
Some sites recieve 50% of the traffic through mobile devices, so this change into the Google algorithm has a special relevance.
We should think about these questions:
1- Is my site avaliable in the mobile cannel? If the answer is yes, we are in the right way.
2- Should my site be responsive to appear in a mobile device? The answer is no. But it has to be friendly and provide an option to the mobile devices. This can be a responsive site, a mobile website served dynamically or in parallel.
3- How affects Google algorithm? We can’t assure the impact of the new algorithm in a general way. We should analyses each client taking in consideration the mobile friendly character, competitor’s level, business sector and analytics, etc.
If we want to know more about Luis Poján presentation, visit our blog.
Judith Gómez, Head of Mobile, speaks about the possibilities of mobile channel to offer same quality service as received when somebody enter in a street store.
Most of the cases are not in that way, because users are not welcome in the app as they deserve according to their needs. They receive broadcasting about everything.
Our proposal is to satisfy users demand and offer content based on semantic analysis from their searches in Google. We will know who is looking for us and what he/she needs. After this process we’ll look after their needs and decide how to offer.
We’ll decide if we offer an app or a mobile website focusing on the frequency of use. Users don’t download app to quick questions or specific issues, they will do it for a long term purpose. Are we taking advantage about that? Related to this, it is crucial to tag and analyze the app after its use.
About the push notifications inside the mobile app, the idea is that if the app is well tagged we’ll know how many times is accessed by an user, which categories are visited, how deep is visited, when is visited, times, hours, etc. Just like that we can send relevant notifications based on the use of the app.
To conclude, Judith wanted to pose about the next thought: sometimes we are just worried about Googles penalization. Beside this, we are not thinking about our data base potential; a huge information source for being consulted, especially if we want to be relevant for the users. It’s crucial to position our app but is also important to thing about this kind of questions.
In words of Judith, “In iProspect we are very concious about this last point so we build solutions, teams and tools to create and analyze specialized contents to take advantage and make use of the app traffic. In iP we are obtaining very interesting frequency of use and quality of the visit rates
28th Thursday – Omexpo
Luis Esteban, iProspect CEO joined a roundtable discussion speaking about the importance of content in the mobile channel.
We have to consider how to integrate a brand inside content and be visible in the mobile devices more closely to the user. So, advertising should serve and enhance mobile experience instead of being interrupting. There is one of the biggest challenges of this channel. We should rethink about our way of approaching user: look for alternative ways less invasive and organic. One of them is the meeting between real and digital or online and offline.
A brand can generate more awareness with the real world interaction through the use of mobile devices instead of impacting the consumer with a banner.
Content is key because it makes easy to obtain user data. This allows segmenting communication and keeping improving our formula to preserve advertising effectiveness.
However, most of the information consumed is using mobile devices so this channel should be the first into the strategy.
About the possibility of tracking an app for analyzing and measuring user behavior along the process and through the different devices, Luis stated that this is possible because of the users monitoring in different sites as Facebook, Google and Twitter. This will give us first-hand information and the possibility of adding several touch points with clients for our remarketing actions.