9 Digital Marketing Trends ‘relevant’ for every Indian CMO

9-Digital-marketing-Trends-Predictions

Finding the most relevant and unbiased digital marketing trends in India is quite a task for marketers and digital strategists.

Unlike some of the evolved western markets, digital media research is not taken seriously in India. Most of the published studies are sponsored by a SAAS technology player like IBM/Adobe/CISCO etc., which often gives a very biased POV about the digital landscape in India.

Due to lack of India specific trends and insights, most of the Digital marketing trends used by the digital agencies, are global macro indicators which may of may not have any implication for their Indian client.

Needless to remind, as a market, India is an aberration for many reasons.

While most of the digital evangelists keep repeating the same old boring numbers around growth of digital in India, Internet penetration, mobile usage, e-commerce transactions etc., hardly anyone goes beyond the 30,000 feet view to offer more actionable insight to the brands.

Also Read4 Digital Trends which are utterly useless for any CMO in 2017

There are a ton of 3rd party digital trend reports published by various media research companies, digital consulting companies, digital media agencies and marketing tech providers. Often a lot of data is colliding and contradictory.  Also, other than the fact, that everyone is talking about some really “Big Numbers”, there is very little unique insight you can draw from each report.

Out of all, Mary Meeker’s Internet Trends report is perhaps the most comprehensive and much discussed in the mainstream business media.

If you are an Indian client,  even that requires a bit of curation. With so much of visual data mentioned in the reports, marketers have a tendency to miss out on simple digital insights which could bring much needed focus to their digital marketing efforts.

Below are 9 digital marketing trends (and corresponding insights) which are super relevant for every Indian brand.

Digital Marketing Trends For Indian CMO

Forget the Desktop

With 80% share in the overall web traffic, Mobile is no more just a ‘part of strategy’. Mobile is the “STRATEGY”

( Also Read : How to approach mobile as a CMO? )

Social Media is becoming a black hole

According to Times DMA Asia CMO Survey, while social media is getting a lion’s share (~35%) in the overall digital marketing budget(including content production). over 1/3rd of CMOs feel that there is immediate need to bring better attribution to their social media efforts.

Clarity on Digital Measurement Metrics would be the most important area of focus in the coming years.

Voice Search would soon replace text

Thanks to enhanced NLP in android assistant and Apple Siri, 70% voice searches are based on natural conversation language.

According to a recent Google release, over 20% search queries have moved to #voice . Clearly, this would have a serious impact on near future digital marketing efforts. SEO & Content teams should start looking for cues in the natural language.

Digital Audience Hate Advertising

According to Mary Meeker study, 1/3rd mobile users are using some or the other ad-blocking app on their phone. Almost a similar number is willing to pay for the content to get rid of ads. Continuously falling CTRs and increased subscribers for OTTs are a case in point, that digital audience hates pure advertising,

In order to stay relevant and get higher engagement, brands must offer more content, less advertising.

Local + Vernacular Content

Local & Vernacular are climbing the charts across all digital studies.  Demand for local and vernacular content is going up YOY. Almost 50% of the current content consumed in India is ‘non English’

Creating ads in multiple languages and tailoring the message for different regions and audience segment is no longer optional if you are looking for wider audience reach.

Audience Trends

Millennial First Audience

Young Millennials are controlling the web, 65% of digital users are in the age group of 15-34 which makes 35% of total population. With such a huge and exponentially rising share in the overall digital landscape, young millennials needs special care during planning.

Every brand must try to gather audience specific trends (especially their digital customer journey) to craft their Millennial First strategy.

Customer Journey Matter More Than You Think

No of customers who stop doing business with a brand after single poor experience is going up every year. Omni-channel customer experience can’t be a non- priority anymore.

Honestly, as a brand, you should stop fiddling with the idea of doing digital. If you are doing digital, you must be prepared to optimise every aspect of your audience’s digital footprint that matters.

4 Digital Trends which are utterly useless for any CMO in 2017

In the words of Dashiell Hammett:

“Who shot him? I asked.
The grey man scratched the back of his neck and said: Somebody with a gun.”

 

If you are reading this post, there is a great chance that you’ve seen, how digital trend (or trends) are presented in various seminars & digital client pitches.

At times, the most basic and obvious information is presented as a “strategic insight”.

Below tweet is an example:

Needless to say, some of these digital trend can make any digital pitch excruciating long and boring.

Also read : How to hire digital marketing agency in India?

A lot of these “so called digital trend” ( & audience behaviour ), which is presented in the name of digital insights by publishers & media planners, adds little value to any strategic discussion.

I am sure clients are equally tired to see these slides in various conferences and pitches.

Below are few examples, which I believe are no longer “digital trends”, they are in-fact “a fact”, and we (as digital strategists and practitioners) must stop discussing & presenting them to our clients, not because they are not true, but because they are “too stupidly obvious to state in 2017“.

I’ve also listed these commonly spotted “digital trends” in the order of their extreme irrelevance.

Digital Trend #1

Digital is growing in India

Dude, like seriously?

If it was not growing, you wouldn’t have been standing there to present it in first place. Our industry has become a 10K cr industry talking about this for years.

From a strategic point of view, what is more important for a client to know is how their category is growing in the digital space.

Digital Trend #2

India Internet Users To Touch X Million by 2020

Fine, there are 200 million FB users, 250 million WhatsApp users etc. etc.

Is that even relevant for any brand? Clearly, no brand would like to target all of them.

Beyond a point, the “grandness” of these numbers are statistically irrelevant for any marketer.

The point that any brand would really like to know is:

a. how to find relevant audience

b. how to scale up their marketing in this large and ever so growing digital landscape of India?

Digital Trend #3

Mobile is BIG!!!

 

Honestly if you ask me, anyone (be it agency or publisher), who is caught even whispering that “Mobile is growing in India”, should be executed in G.O.T style.

I mean cmon guys!

The fact that mobile is a more powerful medium than desktop (or even television) in India, is like announcing that “Pandavas won the battle of Mahabharata” as Breaking prime-time News on Republic TV.

The smartphone growth, or the volume of smartphones getting sold is no longer of “strategic importance”.

What clients really want to hear from their digital agency, is how to create a truly “Mobile first” digital strategy in this complex digital landscape of India.

Digital Trend #4

Video and Content Marketing are like King and Queen

Dude, its like saying “hyper-link would be the next big scientific innovation of 2017”.

I understand, that many clients may not have the same level of digital maturity but calling video and content “as next big thing” is hilarious.

Last I checked, online video is eclipsing TV by a huge margin.

What would be interesting however,  is to tell any brand, how they can create quality engagement on the back of digital video content, which would also impact some meaningful metric in the real world.

How to approach Mobile Marketing Strategy as a CMO?

Mobile-marketing-strategy-for-cmo

Let me tell you something, if you are a CMO who is creating the mobile strategy for the first time, then only god can help you.

Guess what, the fault is not yours. Mobile marketing space has become increasingly complex and confusing for even the best of digital professionals and building an integrated mobile marketing approach for the company is no child’s play.

As a CMO, the most important thing to do before building your mobile marketing framework, is to get the right facts on table so as to see the future strategy in the right perspective.

Here’s how a CMO can approach his mobile marketing strategy:

Mobile Marketing Strategy Framework

Curate the right Mobile Trends

Mobile is one of the hottest topics in the digital parlance, and it would continue to remain critical until AI takes over. Every platform owner (like Google & Facebook) or market research agencies (like KPMG & Nielsen) offer their biased point of views w.r.t mobile strategies.

The idea should be to hand pick the most relevant trends that suits your nature of business.

Also see : Mobile Marketing – A quick guide for chief marketing officer and digital agencies

Defining Consumer Journey in Mobile

Consumer Journey in Mobile
Consumer Journey in Mobile

 

The consumer journey of various categories can be different but what matters for a CMO is to ascertain the touch points that needs mobile first makeover and optimisation. Once you define your brand’s consumer journey in the digital space, keeping in mind the mobile trends, you must map your mobile objectives in that journey.

Deciding the platforms

Once the CMO has identified the mobile objectives, choosing the platforms would be an easy deal. But there are times when marketing teams fall in the trap of choosing between what adds value vs what adds vanity? For e.g. B2B business need not create a consume facing app just because apps are the flavour of the day.

Also read: How to choose between Mobile App vs Mobile WAP 

Choosing Marketing Channels

A combination of your chosen platforms and your end marketing objectives would further help in defining your mobile marketing channels. If you have taken the App route, you have to build an acquisition / App download strategy followed by an App usage strategy.

Most of the performance marketing companies or affiliates do not bother about the app usage. App usability is not even there as the last metric.

As a CMO, you must see it at all times that your digital agency and affiliates are not compromising on the user targeting so that the usage data does not go too diagonal.

If the focus is your responsive website, you must create a mobile first marketing plan across all channels including search, display & social.

Creating Mobile Content

Your brand’s content must resonate with your audience mobile usage. If the trends are in favour of social media content, you must create more liquid or shareable content to increase your organic reach and engagements.

Choosing your Mobile SEO keywords is perhaps the most difficult exercise and needs more intricate planning over a period of time. You have to depend a lot on your google analytics organic data for building the roadmap for Mobile SEO.

Short form video content is must-have for social ads as it increases your advertising ROI. ( Read : What type of content should you create? )

 

 

4 Mobile Marketing Strategies that would actually work in 2017

mobile marketing strategy 2016

Year 2015, was perhaps the most important year in the mobile marketing industry, an year when mobile devices officially ended the 2 decade long dominance by desktops.

People around the globe settled down to a new “mobile way of life”.

Mobile is primary digital device for all demography segments
Source: BCG Center

Data from BCG study calling out loud and clear, that mobile devices are the primary digital device of all age and demography segments.

Over 53% of tier 1,2 & 3 use mobile as their primary device.

Google also acknowledged this fact in one of their PR releases pertaining to mobile vs desktop searches. Google’s search chief Amit Singhal said for the first time, more Google searches were completed on mobile devices than desktop computers.

All of this point us (the advertisers and marketers) in one single direction. We can, no longer continue to ignore mobile as a key channel in the marketing mix. However, there are several challenges (especially for the small & medium advertisers) when it comes to using Mobile effectively as a marketing channel.

Here are few mobile marketing tactics which are most logical and almost hygiene to make your digital marketing work in 2016.

#1 Mobile Marketing is most Social than ever before

Mobile vs Social Media in 2016
Source: WARC Asial Survey, 2015

77% of the marketers (also identified as one of the 2016 digital marketing trend in my previous blog post) said that mobile is used most frequently with paid social media marketing.

This data is also in sync with the the below numbers shared by Facebook Audience Insights, which says 122 Mn out of 132 Mn people access Facebook through  Mobile.

Facebook India Audience Data 2015-16
Facebook India Audience Data 2015-16

Clearly, this shows that your social strategy should go through a “Mobile First” prism in 2016. What that means really is when you design your social content or when you create your paid social marketing plan, do skew it more towards mobile audience.

#2 Mobile Marketing is more about native content and less about advertising

Mobile Content vs Mobile Advertising - Trends 2016
Source: WARC-MMA Survey Report, 2015

The current trend might be in favour (almost tilted) of paid social advertising as the key mobile tactic, but this will change soon and the trend is already visible. According to the WARC-MMA survey, mobile display advertising would lose its share by 2020 to Mobile Content (or native advertising).

Also Read : Reasons Why Mobile Native Advertising Beats Desktop Native Advertising 

Apple has already allowed ad blocker apps to run on its safari browser.  Though iPhone’s overall market share is limited, but this would still cause significance dent in the overall mobile display pie.

#3 Give your website a “Mobile First” makeover

Regardless of the type or stage of the brand, having a unique mobile first experience is something which would become a de-facto standard from here-on.

More so after the Mobilegedden update by Google.

In order to take better decision on your mobile first approach, also read “Mobile Web vs Mobile App

Responsive website might be thing of the past for many digital first brands in 2016 as they continue to chase and build deeper consumer experience using Mobile First Strategies.

#4 In-App would grow but Mobile Searches would remain the key performing channel

With the growing popularity of mobile apps, to which a lot of digital pundits would say it offers a superior user experience than conventional websites, start-ups tilted (almost shifted) their product and business models towards the app at the expense of desktop and mobile websites.

To add to this, many investors regarded the number of app downloads as one of the indicators of a start-up’s performance. Entrepreneurs and marketing heads rushed to blindly maximise their app downloads. Since then, tonnes of app marketing companies opened shop in Bangalore and Mumbai.

Soon, however, it was evident that they didn’t necessarily result in high growth.

Now, as apps lose their novelty and vanity both, and as smartphone users uninstall apps to clear up memory (uninstall rates are as high as 90% in some cases), these companies are revisiting their mobile web strategies.

The winner? Google, which retains its dominance of online ad spending.

Hence, digital brands should get a sharp focus on getting their mobile keywords strategy in 2016. Yes, there is a difference of “intent & location relevance” in the audience search list.

8 Digital Trends to keep in sharp focus for 2016

Today is the first working day in this calendar year, and if you are a digital marketing professional or entrepreneur, year 2016 holds some great opportunities for you and your organisation.

So whether you are a planner in some digital agency or leading the marketing for some e-startup. Here are some of the key digital and marketing trends to keep in mind before you start your work in 2016:

Trend # 1 – Good News! Digital is poised to surge ahead in 2016 as well

Trend - Digital growth in 2016
Source: FICCI-KPMG, Media Industry Report 2015

The growth in popularity of digital media continued to surge in 2015-16, with a significant growth in digital advertising of 44% due to emergence of ecommerce startups as a significant new category.

Trend # 2 – Mobile Internet is growing, but…

Growth of Mobile Internet 2016
Source: KPMG, India Digital Report, 2015
Smartphones vs Featured Phones Trend 2016
Source : IDC Asia Pacific Quarterly Report on Mobile

While the growth is happening in the mobile Internet users, majority of that growth is coming through the feature phones.

Trend 3 – Growth lies in Non urban towns

Urban vs Non Urban Towns - Online Trends
Source: GWI (Global Web Indiex), 2015

Currently, 80% of the Internet traffic comes from Top 14 cities in India. But this will change very shortly. With schemes like Digital India, there is a huge possibility that the digital divide would disappear in the near future. Is your brand ready for the next 1 billion digital customers?

Trend 4 – Content becomes king as display loses significance in Mobile

Mobile Content vs Mobile Advertising - Trends 2016
Source: WARC-MMA Survey Report, 2015

There is little difference between the most favoured mobile channels in India and the rest of the region, with display (including in-app) advertising the most common today

Display advertising is also expected to lose some significance over this period, falling from 69% adoption in India today to 52% in five years, although it will still be the most-used channel.

Content, including native and ‘advertorial’, is expected to see adoption rates rise strongly over the coming years.

Trend 5 – Search + Social would continue to dominate digital media

Top 10 Digital Media Marketing Channels 2016
Source : Comscore Media Metrix , Oct 2015

Google display, mail, horizontals & and social are dominating the display landscape for sometime. The trend would continue in 2016, in fact this could be the year when the pace of social media growth might surpass search in absolute terms.

Trend 6 – Mobile vs Desktop

Mobile traffic has already witnessed a huge surge. In 2015, Google finally stated that mobile traffic surpassed desktop traffic in ten countries. The search engine giant also introduced the Mobilegeddon algorithm update in order to level down websites not optimised for mobile devices. However, you are not required to have a desktop website optimised for mobile, as a mobile version of your website is just enough.

Trend 7 – Technology is dominating the online conversations

Topics of Online Conversations & Searches
Source: Global Web Index (India), 2015

Within the GlobalWebIndex survey, digital consumers are asked if they have recently talked or posted an opinion online about 30 different subjects and product categories. If we rank these in India, it is technology, which dominates – with areas like mobiles and computers coming out on top.

Trend 8 – Mobile strategy will constantly overlap with Social Strategy

Mobile vs Social Media in 2016
Source: WARC Asial Survey, 2015

Considering 70% of audience is consuming social media on mobile only, it won’t be incorrect to say that, in 2016, mobile strategy would continuously overlap with social strategy. This is something the digital planners must keep into consideration before building overall digital matrix.

Digital Trends : 14% CMOs anticipate mobile spends to rise upto 50%

2015 mobile advertising IAB report

The Interactive Advertising Bureau’s (IAB) recently released “Marketer Perceptions of Mobile Advertising” report, which surveyed more than 200 marketers, found that more than three-quarters of marketers believe that programmatic mobile is important, or at least somewhat important.

Surprisingly, only 27 percent of the marketers surveyed had actually purchased mobile ads programmatically.

The good news for the programmatic industry, and for marketers as a whole, is that the technical hurdles that once prevented programmatic targeting on mobile are now largely a thing of the past.

A variety of solutions have emerged to solve mobile’s cookie problem: client log-in, app SDKs (Software Development Kits), and mobile Web behavioural data to name a few. Tie a shiny bow around all of that with geo-location, and we’ve begun to master mobile.

Here are some of the key digital trends from the report:

  • Marketers expect that their spending on mobile advertising will increase over the next two years: 14% anticipate it will rise by more than 50% while 57% expect it to rise by less than 50%. 
  • About one-third of mobile advertising spend is substitution from other channels, with print media hit hardest (58%), followed by PC digital and TV. 
  • Marketers in our 2014 survey show a high level of satisfaction with the results of their mobile marketing activities. The majority is either satisfied (50%) or fairly satisfied (37%) while a further 8% completely satisfied.
  • Marketers show a strong interest in mobile programmatic, as 41% agree that it will help them reach target audiences. However, relatively few are actually buying mobile inventory programmatically today: 18% via private exchanges and 17% via open exchanges. 
  • Marketer uneasiness over potential data privacy issues is pronounced. 37% of respondents in 2014 cited privacy as a very important issue compared to 22% in 2013.

Ranking for Mobile Advertising Inventory

  • Mobile websites continue to take a central role in mobile advertising, with 22% of respondents ranking these as the most important type of inventory for their mobile campaigns.
  • Sixteen percent of respondents prioritised mobile search as most important for their mobile campaigns.
  • Mobile optimised social media campaign is gaining its popularity slowly and steadily, with 14% audience placed their bets on it.
  • Mobile rich media is losing its popularity due to diversity in type and size of devices in the market.

Here is a short summary presentation of the 2015 IAB Mobile Advertising Report:


Digital Trends showing Mobile as de-facto for content consumption

In the past half a decade, various consumer & media researches have shown a downward trend for Digital Consumption on PC, and it is no longer a breaking news for the hardware manufacturers around the globe.

Mobile is de-facto for interactive content consumption

When it comes to digital consumption for content, Smartphones & Tablets have become the de-facto device for all audience segments and hence the most preferred platform of engagement for the advertisers. In terms of media consumption, tablets are perfect devices.

More portable than a laptop and yet larger than the minuscule screens of phones, tablets are easy on the eyes and allow you to really get immersed in the content while still being able to take on the go.

In the past 12 months, Millennial Media digital trend reports that the number of internet users grew by 4% to 201 million users. However, mobile-only users grew nine times faster during the same time period while desktop users decreased by 45%.

Here’s what Millennial Media found out:

There were few content categories that were consumed on Mobile Devices more than the Desktop Computers:

  • Streaming Radio: Mobile = 95% (79% smartphones and 16% tablets) and Desktop = 5%
  • Games: Mobile = 85% (79% smartphones and 6% tablets) and Desktop = 15%
  • Social Media: Mobile = 72% (61% smartphones and 11% tablets) and Desktop = 28%
  • Weather: Mobile = 70% (61% smartphones and 9% tablets) and Desktop = 31%
  • Retail: Mobile = 53% (39% smartphones and 14% tablets) and Desktop = 47%

Content Categories Consumed on Desktop Computers More than Mobile Devices:

  • News: Mobile = 45% (39% smartphones and 6% tablets) and Desktop = 55%
  • Sports: Mobile = 44% (38% smartphones and 6% tablets) and Desktop = 56%
  • Food: Mobile = 42% (27% smartphones and 15% tablets) and Desktop = 58%
  • Business/Finance: Mobile = 38% (36% smartphones and 2% tablets) and Desktop = 62%
  • TV: Mobile = 33% (22% smartphones and 11% tablets) and Desktop = 67%
  • Travel: Mobile = 32% (21% smartphones and 11% tablets) and Desktop = 68%
  • Auto: Mobile = 24% (19% smartphones and 5% tablets) and Desktop = 76%
  • B2B: Mobile = 20% (12% smartphones and 8% tablets) and Desktop = 80%

Content Categories Consumed Equally on Mobile Devices and Desktop Computers:

  • Health: Mobile = 50% (45% smartphones and 5% tablets) and Desktop = 50%

Digital Trends : App consumption versus mobile web

  • Time spent consuming content on mobile devices is overwhelmingly huge through mobile apps, according to comScore data.

According to Mediabriefing:

2014 was the first year in which more time online was spent in mobile apps than on desktops, and mobile web barely got a look-in. That’s not the case for news consumption, but publishers should take note of those proportions are underscored by an increase in the time spent in-app for news applications, which analysts Localytics showed rose 14 percent over the past year.

While mobile responsive websites are likely to remain a priority for publishers, people are increasingly choosing to consume news in-app on their mobile devices, more and more publishers would be looking to  build their native app in 2015.

Popular categories in Apps belong to leading news content publishers

According to statista, business, lifestyle and entertainment categories are in the top app categories of 2014. If you are a Television Producer or a Programming head of any popular TV Channel, you have every reason to go ecstatic seeing the possibilities that Smartphones & Tablet can offer.

What this also meant is that content producers can no longer create & distribute their content from a myopic standpoint as it is now being viewed across multiple devices.

Mobile doing better than Tablets in e-commerce conversions

According to recent report on Marketing Land:

Device trends held steady, with mobile devices (tablets and smartphones) accounting for 42 percent of traffic and PCs driving 58 percent of shopping traffic. Smartphones continued to lead tablets, driving 24 percent of traffic compared to 18 percent for tablets.

PCs accounted for 73 percent of orders in week two of December, tablets drove 12 percent and smartphones drove 15 percent of orders.

Digital Trends : Publisher priorities in 2015

Recently, Jeff Jarvis pointed out we’re all mobile now, since the ubiquity and interconnectivity of tech means we’re essentially always connected to the internet and whatever information we need. He argues this means publishers need to focus less on delivering content tailored to individual platforms and more on the context (location, time etc.) of its audience at a given time.

All these stats point in the same direction, with tablets on the rise, consumer is shouting out loud to the media companies & brands to create responsive web experience & highly engaging content that is available across devices.

In a multiscreen world, everything is online

Multi Screen User Behavior Analysis

One does not require to browse any strategic research to acknowledge the growth of digital devices. It is more than apparent now that consumer is not going to stay happy with just a single (TV) screen. From Television to PC to Mobile phones to Smartphones & now Tablets, consumer is hungry for more & more screens to satiate his hunger for information, content & communication. With the advent of more & more devices, consumer’s attention span on any single device is getting minimal but his habit of screen hopping is rising exponentially. The trend is certainly in the favour of new age media specialists who have learn to thrive in randomness.

There are few eye opening trends which have forced us to look at Multi Screen user behaviour as the next big wave in the media industry, not just from theoretical perspective but from pure business standpoint as well, here’s why:

If you notice the graph below, according to the latest comscore reports, Almost 40% of total TV viewing audience across all age groups (in US) are showing light TV viewing
pattern.

US Average TV viewing per week ( by age group ) - Comscore 2013

The trend doesn’t change much on weekends(refer to graph below) where Almost 40% viewers are falling in zero to light viewership status. This clearly suggests that consumption is shifting in big numbers to other devices.

US Weekend TV viewing analysis (by age group ) - Comscore 2013

Lets look at couple of more interesting statistics in this regard. To tell you honestly, I was not surprised by this one, especially when I myself an owner of multiple information/ communication devices.

According to comScore data, Over 70% of US consumers (all ages) are now using TV & PC in the same room

US Multi Screen viewership Pattern Analysis - Comscore 2013

Close to 65% are watching TV while surfing computer at the same time.

US TV Watching while using other gadgets like PC
It is however even more interesting to see what these users are surfing while they are watching TV. According to comScore data,
Multi Screen Marketing - reasons for watching TV shows online
57% of audience at least once watch their TV show online.
This is a great eye opener for all broadcast companies to rejig their programming strategy. This can open up not just new revenue opportunities for all content owners but a step towards a handshake between traditional & new media marketing companies.

Alarmingly, 67% users are watching their favourite shows online.

because they missed it on TV or they want to match it to their schedule, classic example of a modern family who is on the move or hectic lifestyle/busy with jobs/ kids at home with remote control in their hands.

The statistics above clearly demonstrate a paradigm shift in the social landscape which is now becoming more predominant as the number of nuclear families increasing day by day. As media & marketing professionals, we cannot afford to have a narrow point of view about things simply because the line between online and offline is about to vanish.

Before I sign off here, I would like to leave you with this Keynote speech  on “Winning with Mobile in a Multi-Screen World” from Bon Mercado Head of Mobile, Google