Anyone who has stepped foot in a digital marketing conference over
the past few years will have found it hard to dodge the same phrase over
and over: "This year is the year of mobile." But according to Google's
managing director for performance solutions and innovations, Ian
Carrington, this century is the one for mobile and we're just at the
beginning of some very cool things to come.
Discussing the evolution of mobile at SES London, Carrington opened his presentation with a slide showing how long it took various mediums to reach 1 billion users. Radio and TV both took approximately 70 years, while computers took 32. By comparison, smartphones only took five years.
Carrington was an early adopter of smartphones, having purchased his first one in 1997. He realized mobile was the future years later while playing Snake on a Nokia. "All of a sudden, you're entertained," he said.
"I see a lot of companies failing on mobile, not measuring it and not attributing it," Carrington said. "If you're not doing that correctly, you're going to fall on your face like a lot of companies did with desktop in the '90s."
Highlighting the importance of measurement, Carrington talked about an early 20th-century Russian nail factory. To meet a weight quota, the factory manufactured large nails. Because there were far too many large nails for consumers' needs, the factory started making a lot of small nails to meet a quantity quota instead.
"They eventually figured out what the right metric was, but this is what every advertiser should be doing," he said.
Read more Click here / www.advante360.com
Discussing the evolution of mobile at SES London, Carrington opened his presentation with a slide showing how long it took various mediums to reach 1 billion users. Radio and TV both took approximately 70 years, while computers took 32. By comparison, smartphones only took five years.
Carrington was an early adopter of smartphones, having purchased his first one in 1997. He realized mobile was the future years later while playing Snake on a Nokia. "All of a sudden, you're entertained," he said.
"I see a lot of companies failing on mobile, not measuring it and not attributing it," Carrington said. "If you're not doing that correctly, you're going to fall on your face like a lot of companies did with desktop in the '90s."
Highlighting the importance of measurement, Carrington talked about an early 20th-century Russian nail factory. To meet a weight quota, the factory manufactured large nails. Because there were far too many large nails for consumers' needs, the factory started making a lot of small nails to meet a quantity quota instead.
"They eventually figured out what the right metric was, but this is what every advertiser should be doing," he said.
Read more Click here / www.advante360.com
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