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Mobile Frame Zero: Rapid Attack
Consider building an app for your loyal customers especially if it provides compelling utility. The first handheld mobile phone was demonstrated by John F. Keep up the good work! Among these companies are Waze and Uber, with on-the-go navigation; Postmates, Hotel Tonight, and Scoutmob, with last minute, around the corner bookings; GrubHub, with food delivery; and RunKeeper and MyFitnessPal, with on-the-go fitness solutions. But I know having a responsive option would be a good thing to be able to offer if I get clients that want it. Mobile phones are used for a variety of purposes, such as keeping in touch with family members, for conducting business, and in order to have access to a telephone in the event of an emergency.

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San Francisco attorneys Robert K. Plaintiff alleged breach of Phillips recovered a large six-figure sum for Gap, Inc.

Phillips and Kaa Bao Yang successfully defended an auto dealer in a two-week motor vehicle jury trial in Monterey County Superior Court involving catastrophic injuries and claims of permanent disability The association is a nonprofit organization created to represent the paralegal profession.

Plaintiff sought general and special damages in the seven-figure range for a slip and fall matter. Robert Phillips and Brenda Entzminger obtained a defense judgment in favor of Wal-Mart, following a jury trial in September San Francisco attorney Sara Khan Tackett successfully defended a two-week premises liability jury trial in Santa Clara County Superior Court involving claims of serious injuries and permanent disability.

Plaintiff asked the jury to award over Congratulations to Candice Mullings Williams, who has been promoted to Partner at the firm. Williams joined the firm in She specializes in civil litigation defense, with a focus on high exposure personal injury In October , the U. The plaintiff sought general and special damages in the seven figure range for work-related injuries received This event is free of charge and honors two legal community Jessica Stuart Pliner along with national counsel for a home appliance manufacturer obtained a defense verdict in a products liability case in the United States District Court for the Northern District of California.

Entzminger and Marjan Hajimirzaee successfully defended a large retail store in a civil jury trial in Las Vegas, Nevada. Plaintiff claimed he was injured when he slipped and fell while the retailer was Plaintiff sustained injuries to her back when she was struck by merchandise being hauled Phillips and Jessica Stuart Pliner successfully obtained a dismissal of a negligent security case against their clients. The plaintiff sought general and special damages in the seven figure range for his injuries She helped co-author the main feature Phillips and Jacqueline K.

Oh successfully brought a motion to strike punitive damages against Michigan plaintiffs in a premises liability matter venued in San Francisco Superior Court. Oh represented a landowner of an apartment complex in a wrongful death and survival action in Fresno County Superior Court. The firm filed a motion At this service event, the Each year, the Barristers Club invites judges of San Francisco Superior Court, as well as federal judges and magistrates to the Judges For more information, please visit http: One of Walgreens main goals with its mobile apps is to improve the in-store experience by helping customers make shopping trips as efficient as possible.

A Walgreens employee puts the order together and has it ready for the customer upon store arrival. Offers are an integral part of Walgreens' business model, so the retailer leverages mobile to extend the reach of its deals. Walgreens mobile app users can receive coupons that can be redeemed in store, online, or both.

Customers can track points and account activity via their mobile phone, enabling them to carry one less piece of plastic. A common question we hear when speaking with clients is: A mobile site is for everyone else. Having just an app is not the same as having a mobile strategy. While apps can be effective in deepening relationships with loyal customers, the majority of your traffic will likely come from the web.

And while apps must be designed for specific platforms, a mobile website is accessible by users across all screens. In other words, having just an app is not the same as having a mobile strategy. If you have to prioritize between an app and a mobile site, your first priority should be creating a mobile-optimized website. Once your site is live, you can then launch a mobile app for your power users. Whatever the touchpoint, creating a great mobile experience for your users is key.

Tailor your experience, don't cripple it. Customers will want to see a tailored experience based on the device they use—but they still want a complete experience. Make sure to design for mobile, rather than simply taking content from your desktop site and making it fit on a mobile screen. Your mobile site will differ from your desktop site not just because of the size of the device, but because the mobile context reveals a different mindset for your consumers.

Visitors to your mobile site may be at a different point in the purchase funnel. How does your site appear to mobile users?

Are you making it easy for them to connect with you or are you putting obstacles between them and what they seek? Home Depot optimizes content for mobile, emphasizing store locator and call-to-buy. Consider the typical browsing experience from a personal computer: Contrast this with someone browsing content from a smartphone: As a result, mobile-friendly experiences typically feature very simplified navigation, quick-to-load images, and streamlined text.

Understand how customers currently interact with your site. Analyze the traffic on your website and get an understanding of where your customers come from. You can learn at what times people visit your site, what types of content they consume, and when they use smartphones versus tablets and computers. Adapt your value proposition to customer needs.

An analysis of your current website might give you hints—e. You might learn that prioritizing specific content on the mobile-friendly version of your website will improve conversion rates and drive incremental revenue for your business. The goal here is to tailor and rearrange content for specific audiences rather than removing it and offering a stripped down version of your website.

Study examples across and beyond your industry. Take time to explore mobile sites of competitors or those of leading companies in other industries. Having a broad repository of examples to reference might spur new ideas on design and functional elements that could enhance your mobile site. Evaluate which implementation option works best for you.

There are now three ways you can implement mobile websites. Each of these can perform well in search results, however one option may work better than the others depending on the chosen configuration of your site.

Responsive web design RWD enables you to optimize your site experience across different screen sizes without creating multiple websites. Another option to customize your site experience based on device type is to simply build a separate site for mobile traffic that is independent of your original desktop site.

The browser detects if visitors are on a mobile device and redirects them to the mobile-optimized version of your site e. No matter which implementation option you choose, how you configure your site also matters.

From an SEO perspective, websites without easy-to-use mobile versions may fall in search rankings, making it more difficult for your customers to find you. By keeping the mobile needs of your customers front and center throughout the design process and continuing to test and optimize the experience after launch, many of these mistakes can be avoided.

Make sure you tag your mobile site appropriately to track all the ways that your customer might choose to do business with you, whether it be looking up nearby stores, contacting you via click-to-call, or downloading your app. Here are some brands that have carefully thought about the mobile experience and created great mobile sites that have driven powerful results.

Gucci decided to build a mobile website in December after they noticed a steady increase in mobile purchases. Gucci removed all unnecessary words and buttons, and optimized the check out flow so that it only takes a few seconds. The site also has rotating product images at the top and bottom of the page, so that users can start to shop even before they click.

Lastly, the search bar and shopping cart are featured at the top of the screen on every page, making it easy for customers to research and buy multiple products in a single shopping session. The company mobile optimized its site by featuring large product images and font sizes as well as a made-for-mobile checkout flow. In order to bring mobile users into stores, RadioShack developed a mobile site that includes a touch-optimized store locator with click-to-call and GPS functionality.

With this in mind, Novartis Pharmaceuticals Corporation set out to create a user-friendly mobile site for one of our products. The mobile site provides an additional way for consumers to access information about treatment, share their message, locate local events, and encourages interaction with the brand's social properties. Even great mobile websites usually have room for improvement. On a regular basis, you should evaluate your site performance and optimize based on what you learn from user interactions.

The Home Depot launched its first mobile website in May and has made frequent updates ever since. The company recently carried out a significant mobile redesign that allows users to access store-specific real-time inventory and pricing as well aisle location information for merchandise in any Home Depot store.

Shoppers can also buy on mobile and pick up in-store or access over 1, how-to videos. In addition to an improved current location search, the new site also features simplified content, larger buttons, and a faster, more streamlined checkout flow. Do you want to bring a new type of functionality to your users? Design your app for the largest mobile platforms. If limited resources demand that you prioritize, design your apps for the mobile platforms that represent the majority of the smartphone installed base.

Fish where the fish are. Use the added functionality to better serve app users whose expectations and needs will be different than mobile site visitors. Starbucks' mobile app allows loyalty members to earn points and pay with their phone. Articles, videos, and ready-to-use elements for download are available to make the design process easy.

Target your existing customers through desktop and mobile site links, client newsletters or other channels you already use to reach them. Link mobile ads shown in other free apps directly to your app's download page. Use mobile search ads to guide users directly to your app in app marketplaces. Time your promotional efforts to coincide with a PR push to maximize impact. Maximizing app downloads and app users is a natural first instinct when it comes to app strategies.

You should also think past the install and consider how you can actively engage your app user base to drive incremental transactions and sales. This can be addressed in how the app is designed, how you re-market to your app users and engage them over time, and finally how you set up analytics and optimizations related to your app.

To that end here are more guidelines on how you can continue to invest in and maintain your app. Savvy brands know that an app can be a tool to build stronger relationships with customers in addition to driving sales.

As such, they take a very different approach to designing their app than they would their mobile site. Insurance companies such as Allstate offer apps that allow customers to manage their account or receive accident support, whereas their corresponding mobile sites are more focused on how to get a quote or request more information. Kaiser Permanente is piloting an app in Northern California that allows its patients to manage nearly all aspects of their health in the palm of their hand, from scheduling appointments to viewing medical records.

Your app can be an important channel to drive sales, build loyalty, or both. New remarketing technologies have made it possible to actively engage with your app users by serving targeted ads only to those individuals who have downloaded your app.

This can be an invaluable tool for engaging with existing app users and immediately driving them to new offers, products, or features that can be accessed or bought within the app. Consider building an app for your loyal customers especially if it provides compelling utility. Actively promote, manage, analyze, and invest in your app as if it were a dedicated sales or loyalty channel.

Many analytics packages today, including Google Analytics, make it possible to measure app engagement and model lifetime value for app users. In Google Analytics, it is easy to track specific in-app events and assign value to them. We recommend that you select events that are likely to take place within a short time frame, such as 30 days, in order to identify valuable users early on. Include actions that are focused on engagement, such as opening the app or searching within it, in addition to transaction-oriented actions.

On Android, referrer tracking is built in if you are using Google Analytics, creating a seamless way to connect in-app activity back to a campaign source. Here are some brands that are doing apps right.

These apps are compelling because they effectively service power users and drive brand loyalty and even sales in the process. Corcoran, New York's premier real estate brokerage, uses the power of local information to make home hunting more efficient and more enjoyable. In addition, users can create a list of homes they wish to view in-person, and the app will prioritize and map to destinations based on locality, as well as provide restaurant and shopping recommendations along the way.

Shadbolt believes the app will help the firm drive additional sales by streamlining the search for a home. In Northern California, Kaiser is experimenting with mobile apps as a way to comprehensively manage patients and their families by actively building loyalty amongst existing customers.

The Kaiser Permanente Preventive Care app allows users to track medical records, get alerts when it is time for routine health screenings, receive appointment reminders, call to make an appointment or reach the advice center, and access health and wellness tips and resources. Using the app, drivers can check their fuel level, locate their vehicle, remotely lock their car, manage trip itineraries, request roadside assistance, and even heat the vehicle on a chilly morning.

The Starbucks mobile app focuses on utility as a way to increase both sales and loyalty. Rather than replicate website functionality the app builds on it.

The app helps coffee and tea aficionados everywhere find their nearest store, build a virtual drink, find out about coffee varieties, browse food selections, earn loyalty points, and pay with their phone. The app allows you to choose from various mouth and mustache images that you can hold in front of your face. Mobile accountability and collaboration.

Our next question is a simple one. Who exactly holds the mobile mantle in your company? Does your team have a sufficient sense of urgency around the topic?

How do you ensure mobile is a consideration for all of your teams? Our recommendation, at its most basic level, is a simple one: How this champion is set up in the company will vary depending on the state of mobile within your business. For organizations where mobile represents a small, but fast growing segment of the business, a centralized team dedicated to mobile is likely the best structure to help drive the company through early growth opportunities.

We encourage the appointment of a Mobile Champion within your organization. This task force will likely need to be far-reaching, as mobile can materially impact functions such as merchandising, sales, IT, and even human resources. Consider a company like Best Buy.

The merchandising team must think carefully about which products to put in stores knowing that customers can easily compare prices on their phones. The sales team must think through how to build a relationship with the customer both in person and via their mobile device.

Human resources must train store employees on how to react to shoppers finding better prices on their phones. And IT will need to be savvy in building mobile sites and ways to improve the digital in-store experience such as installing WiFi to enable easy online access to product information.

Mobile can materially impact functions such as merchandising, sales, IT, and even human resources. Cross-functional alignment is especially key when it comes to sales compensation and incentive models. Mobile is a source of traffic and sales for physical stores.

Mobile is a source of leads for the call center. Mobile is driving traffic to franchisees. Because of its particular ability to drive multi-channel sales, mobile is shaking up how companies think about attribution between teams. One of our clients explained that its call center team got credit for calls driven from the mobile site, but the Internet marketing team only got credit for form fill leads.

Here are two examples of companies that successfully established mobile champions within their organizations and created strong cross-functional relationships to make the most of the mobile opportunity. Championing mobile when growth is in its infancy. We had a chance to speak with Scott Zalaznik, VP of Digital at Sprint , who shared his perspectives on how Sprint adapted its organization to meet the evolving mobile opportunity over the years.

The core question was whether the company should have a single, centralized group focused on mobile or go with a decentralized approach. As a result, the team opted to task a single specialist team with determining and rolling out mobile best practices across the business. Within months, the team quickly established a mobile HTML5 presence enabled with essential sales and service functionality.

The team was able to think holistically about what mobile meant to the company. Today, a single team remains dedicated to the mobile channel, but its efforts are amplified by key groups that also have mobile top of mind. What might have been a channel conflict years ago, has become a strategic alliance. Power award-winning in-store experience. Key will be web-to-retail integration, such as the option to buy online and pickup in-store, which will help unify and streamline the online and offline experiences.

Another key aspect of bringing the digital and retail teams together was a clear and simple set of key performance indicators KPIs that encouraged cross-channel collaboration. In this case, Sprint measured its digital division on assist metrics, like mobile-driven store visits, while the retail division retained full credit for all in-store sales.

An agency organizes around mobile. To guide the process, account teams consult with media teams that specialize in TV, radio, out-of-home OOH , social, and digital. In , recognizing the monumental shift mobile presented to its clients' businesses, Horizon Media introduced a mobile marketing practice.

The mobile team is as deeply involved in the implementation and optimization phases of a campaign as it is the planning phase. By making mobile a peer to other channels instead of routinely folding the platform under the digital division, we have a seat at the table next to the client and the account team.

As a result, Horizon Media has been able to drive larger and more ambitious mobile plans on behalf of clients, leading to a 4x increase in mobile revenues in fewer than three years. Assign a Mobile Champion in your company and empower him or her with a cross-functional task force. Centralize mobile accountability if mobile is an emerging but fast growing segment of your business. Distribute mobile accountability as mobile becomes a core segment of your business. Here are some of the questions that could help your organization upgrade its mobile programs, platforms, and capabilities.

Who knows what percentage of web traffic and search queries come from mobile? Which decisions would change if key business owners were given timely mobile data?

How are you handling KPIs and compensation for mobile-to-store sales? What devices do your employees use? Which agencies are you relying on to help you make mobile decisions? Does your agency have mobile expertise? How does the connected consumer impact training for your store employees?

Should mobility impact your real estate and locations strategy? Now that you've thought about aligning your organization to win in mobile, how can you adapt your marketing for mobile? When, where, and how a customer can search for your products has grown exponentially.

Mobile devices empower consumers with many new moments for search and discovery, and in turn, many new opportunities for customers to connect with your brand. At Google, we have observed that tablet and computer usage peaks in the evening hours at home.

When companies talk about the opportunity mobile presents, often they are referring to the opportunity context presents. A better understanding of context, the specific circumstances in which your customers seek you out, such as time, location, and even proximity, allows your marketing message to be more targeted, meaningful, and successful.

Consider two individuals both searching for exactly the same thing: The first is on a mobile device, searching while out and about downtown at 7: The second is on a laptop at home at The first is likely looking for a nearby dine-in pizza experience. The second is likely looking for a delivery option at home. Each of these hungry customers will require tailored messaging to most effectively serve them.

When companies talk about the opportunity mobile presents , often they are referring to the opportunity context presents. Identical searches but different contexts defined by device, time of day and location.

Mobile users represent a wide range of contexts across different times of day, location, and proximity. How is your search marketing taking advantage of these signals to deliver more relevant calls-to-action and value propositions? Use those contextual signals of location, proximity, and time of day to refine your search marketing strategies and calls-to-actions. Mobile has increased the opportunities your customers have to reach out to you or a competitor.

In turn, new opportunities have opened for conversion. It can be a customer searching for store directions, calling your business directly, or visiting in person. It can be an app download that leads to a purchase, or a shopping process that starts on mobile and then finishes on a computer or tablet later in the day. We also see that mobile searchers are extremely valuable for the kinds of actions they take as a result of their searches. Nielsen recently published a study on mobile search behaviors, analyzing over individual mobile searches conducted by a panel of nearly consumers.

The study estimated that roughly three in 10 mobile searches result in valuable business outcomes across different channels, such as a consumer visiting a store, purchasing an item from a mobile website, or calling a business.

Here are examples of companies who are driving conversions across a range of channels using mobile marketing. Specifically, phone calls to the firm lasting longer than seconds are considered conversions. To get the most out of this important channel, the firm uses AdWords bid adjustment features. These features have allowed the firm to use call extensions to link its business phone number with its ads and create mobile-preferred ads with a mobile-specific call to action for on-the-go searchers.

Mobile conversion rates have doubled and mobile commerce sales have quadrupled between the first and second half of Indian retail giant Myntra was one such company. The team hypothesized that mobile was driving cross-device conversions, where users initiated the conversion process on one device and completed it on another. To test the hypothesis, the Myntra team partnered with Google to conduct a test. For 15 days, they spent a nominal amount on AdWords mobile ads, and then for the following 15 days they greatly increased their mobile spend.

Accounting for mCommerce purchases only, mobile ROI appears negative. However, Advertiser A initially neglected to account for all of the other mobile conversions that are driving value: As a result, Advertiser A found that mobile ads were actually driving a healthy ROI for its business and re-invested accordingly to maintain this competitive edge.

Refining attribution models for mobile. Track how users are converting on your mobile site and app in the broadest sense. Tag not only m-commerce sales but also mobile-assisted conversions such as store locator clicks, click-to-calls, app downloads and in-app transactions. Here are examples of companies that have thought deeply about the full value that mobile was fueling for their businesses and as a result, positioned themselves to invest competitively in mobile.

By accounting for store locator clicks, adidas found that mobile was actually driving a strong 1. Progrexion and its consumer brands, such as LexingtonLaw. Over the past three years, the company has added mobile marketing to the traditional desktop mix.

Although promising, mobile marketing presented an attribution challenge and required that the company think about where mobile fit into the sales process to better understand its impact and thus how much to re-invest in mobile. The results, after considering the full value of mobile, were impressive. Mobile now constitutes Mobile attribution, specifically the role mobile plays in the sales process, is now clearer and more impressive.

The average order value AOV was on par with desktop leads. Many advertisers are unaware of the value mobile calls are driving for their businesses. When calls are reported as conversions, the reporting feature is able to uncover conversions that were previously invisible.

Call tracking has allowed the team to not only better measure, but also optimize around calls, matching phone sales back to the original ad click and even passing on contextual information to sales reps such as the keyword that triggered a call. Fab connects users with designers from around the world to discover everyday design products at great prices.

Advertisers can do this by analyzing app user behavior and using metrics like average visits per app download and number of in-app purchases per app download.

The site also includes information on Google measurement tools that allow you to build these new conversion types into your attribution model. The mobile audience has reached scale. While time spent browsing the desktop web and watching television has held mostly constant over the previous two years, time spent on mobile has nearly doubled.

Today, the average consumer spends minutes per day in mobile apps. Capturing all this new opportunity means exploring rich media—and now is the time to do it. Sophisticated browsers, faster mobile processors, better touch screens, accelerometers which enables better animated media, and targeting that lets you reach the right users on their most personal devices are turning mobile into a branding wonderland.

Today, creative authoring tools for HTML5 and modular rich media formats make it easier for brands to build compelling experiences in mobile. Quaker's interactive 'Fuel Finder' experience designed for mobile. Here are examples of brands that used modular HTML5 formats from Google to quickly and easily build strong brand experiences in mobile. Express headlined its Fall digital marketing campaign with rich media ads on smartphones and tablets. The strategy was to provide an immersive browsing experience that would prompt users to shop online or find the nearest store.

Lexus launched a mobile video campaign to increase brand recognition of its hybrid hatchback, the CT h. The second video is a shortened version of a full-length ad available online and effectively packs the energy associated with the Lexus brand onto a smaller screen.

Indicators marked each US Cellular location and users could touch each location to get a link to call or map directly to it. BMWi's integration with Street View on Google Maps allowed images of the route to be displayed, starting at the user's actual location, creating a highly personalized experience. The campaign was optimized for both tablets and smartphones to reach the greatest number of users in the target cities.

Once a taste or mood is selected, users are presented with a recommendation for a Quaker product. If users don't have a particular taste in mind, they can shake their phone to receive a personalized recommendation based on time of day or mood, if they selected one. Quaker found that interactions that are unique to mobile phones, such as shaking the phone or swiping the mood changer, were the actions most frequently taken.

Fuel Finder has enjoyed strong engagement and has allowed Quaker to connect with an important audience on-the-go. Some brands are investing even more in mobile creativity and building deep and custom HTML5 implementations to create memorable and immersive brand experiences.

As part of the project, Google worked with innovative brands and their agencies to create compelling campaigns that enabled new forms of brand expression and engagement. Burberry Kisses incorporates the most personal human expression, a kiss, expressed in a digitally personal way. From a mobile site or rich media ad, users can send virtual representations of their real kiss, to anyone, anywhere in the world.

Afterwards, the sender and recipient can share their unique kiss and its journey on all social media channels. Run mobile video and rich media ads to extend your branding message to engage the mobile audience. At the end of each trip, users can share their Smilecast, an interactive travelogue, with their friends, family, and communities. Volkswagen SmileDrive Android app.

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