On May 24th, Sridhar Ramaswamy, Senior Vice President of Advertising and Commerce, opened the summit by asking Google, "how many global searches are made on Google?" The answer: trillions are made every year. And, more Google searches are happening on smartphones than desktops and laptops globally. More than one-half of the traffic is coming from smartphones and tablets. Now more than ever, websites must be designed for the mobile user.

Mobile-First World

Google is investing heavily on technology aimed at reaching the mobile consumer. Mobile users are visual, and rely on images and video to convey relevant information. They turn to their phone when they have a question and need an answer. They use their phone when traveling and need to find a restaurant or store. They expect reliable, pertinent information.Google Maps has one billion users globally, and one-third of all mobile searches are related to location. According to Jerry Dischler, Google’s Vice-President of Product Management, there are 1.5 billion destination visit searches, and 3/4 of those result in a visit to a store that same day. Marketers are able to use location to reach their potential customers.

Intent and Context

The overall message is that people want information, and they rely on their smartphones. The best way for you, the marketer, to introduce your service or product is to present it in a way that conveys a level of trust. The more information you are able to provide, the better the consumer will feel. And, you better be marketing to the mobile user!