 Jeff Frick here from theCube. We are at the BrightEd Shear 14 conference at the Palace Hotel in San Francisco. I'm joined here by Darren Pleasants, Director of Global Customer Acquisition for Google. So welcome, thanks for on by. Thank you, thanks for having me. That's a lot of customers at Google. So what kind of customers are you responsible for acquiring? We focus mostly on small and medium-sized customers and these are basically companies that don't yet advertise online and so my team's job is to go out and find these companies, work with them to introduce them to the world of online marketing and then help them join Google and basically get onboarded with their digital marketing campaigns. So for the folks that haven't joined yet and are not advertising online, what's been the main inhibitor? Why haven't they done it yet? Are they just not paid attention? Are they slow? Are they scared? What do you find from your customers? It's a good question. I think of course it spans the spectrum from, you know, we get large brands that you and I would know that are advertising a lot on television and print and I think for a lot of them it's just inertia. They've been doing that for a long time and haven't really invested in understanding how to do online marketing. But then the other end of the spectrum are the small guys, the mom and pop stores that are spending most of their money on yellow pages or newspaper ads and it's simple and easy and for them I think there's a fear of the unknown. They just don't really know how online marketing works. So our job is to take that full spectrum of types of businesses and work with them to help show them what the power on online marketing can do for them. So how do you get them started? What are the training wheels for these types of folks to really start to get introduced to the online marketing and then obviously do excel and start to get better at it? Well we start by just trying to understand what their goals are. Are they trying to drive new leads? They kind of bring phone calls into their call center if they have one, drive traffic into their store, just build awareness depends on what they're trying to do and then depending on those goals we work with them to understand which of the various digital marketing services out there is right for them. Do you want to do search marketing? Do you want to do display marketing? There's YouTube of course these days with video all of which can play a pretty powerful role in how companies find new customers and grow their business. So we work with them to come up with a sense of customized approach to using digital marketing to drive their business. Okay great and so you are participating on a panel here I believe? I'm doing a keynote, about a 20 minute keynote or so and then participating on a panel. Okay so what is your keynote about for the folks that won't be here? So two main themes one just talking about the trends in the industry right there's a major trend of course towards video just mentioned that a minute ago major trend towards mobile major trends towards apps and so I want to illuminate that a bit more and put some dimension and talk about what are the implications for marketers as they think about a world that's migrating rapidly towards those three themes and then I want to get a bit more tactical and share some ideas around what marketers in the audience can do to improve the quality of their mobile advertising take advantage of video think about the world of applications and what they can do with that so it's a bit of high level and you know they're tactical. Right so I wonder you can share some of those insights with us now especially around the mobile because that's completely changing things and especially for the younger kids who don't like to go to the laptop and never have gone to a desktop. How is that changing you know kind of the customer experience and how you reach them as a marketer? Well yeah all you have to do is look at anybody's home today that has kids and you see exactly what you just described nobody is really on the laptop so much anymore they're all on a mobile device they're interfacing with multiple screens at the same time and so that has profound implications for how marketers reach those those individuals. This will be the first year ever that there are more people on a mobile device on a desktop device we've since hit that tipping point and transitioned over so main implication then is how do you think about the content you create and make sure that it's highly web-enabled, highly mobile enabled specifically and optimized for the mobile experience and there's a lot of things. What are the top two or three things you got to be thinking about when you're doing mobile content? For instance what's the main call to action you want of that customer so that if you're progressive insurance right you probably want someone to ask for a quote right well most websites you have to scroll down and find what you're looking for you know progressive done a great job it's a giant button it's the single biggest thing on the front of that that that web page they completely optimized a website for mobile you can't help but see what they want you to do right most websites have not yet done that. And are people your customers bringing in you know kind of mobile development teams that really start to think about the world in all these different devices but then not only do you have you know you got the Android phone you got your iPhone you got a seven inch tablet a ten inch tablet you know what's the impact of all these types of devices. You have to build content that basically works on all of those so that that is the key and then also build content that allows person to move between these devices that's another one of the insights from the the talk is that it's often the case people will browse or research on one device and then choose to convert you to make a phone call or buy something on another device and so most websites today are not set up in a way to allow a customer to start one place and then move to a different device and complete that same transaction end up having to start all over again so the best companies out there are linking these together making it easy for customers to jump between devices and continue the same experience. Yeah or even jump between applications within the same device. Totally. The little things like making the making the phone number actually work that you see on the web page right. Yeah there's another one call extensions right that's another thing I've so many websites where a phone call would be a huge outcome they're desiring they don't make it easy to make that phone call so putting call extensions big call button push the button and off you go right but it's somewhat obvious to some extent but the number of companies who do that is surprisingly low. Is that right. So talk a little bit about the change in kind of searching and optimization in terms of driving traffic versus the content marketing that we're talking about here and how that's impacting not only obviously Google who's at the head end of all those processes more importantly for the customers that are trying to reach their audience. Yeah I think it's you know the realities we found that companies that do best do a great job with SEO great organic search and then also invest in the paid advertising I met with a fellow from Home Depot last night it was interesting to have him say they had done their own research on that as well and found that that that was in case it was in fact the case that that being great on SEO and being great on thoughtful analytically driven paid advertising the combination those two yield the best results I think for companies that are investing in the power of search optimizing around both of those is just a foundational part of being a great marketer and the content part of content is such a critical part of having great great engagement by your customers and there's so much lousy content there's so much content and so much lousy content out there that the people who are really winning are focusing on having content that actually engages the customer and and provokes them to action and as we heard from the prior guest actually knowing what content that is that you may or may not actually know what is the page right so power of insights matters a lot right track that and determine for yourself right the content that makes the biggest difference well Darren thanks for stopping by good luck on your on your keynote good luck on your presentation your panel right so again Jeff Frick here on the ground chaired in Palace at the Bright Edge share 14 conference