Mark Howe, Country Sales Director, Google UK

• Think about how accessible your website is from a mobile phone. 15% of Google searches done through a mobile phone.
• In regards to user journeys: ask people to do simple, small things. Even the most tech-literate won't respond to complicated requests, especially on a mobile.
• The web has allowed organisations to fail fast and cheaply. Build on these experiences and create something better.
• Engage with your target audience. Traditional analogue 'one-way' pushes of information are massively in decline.
• Charities are active in social media but are not actually having the conversations – in a charity index only 21% had their own hosted community. Conversation is actually the key. Even if that means having someone manning the site 24/7.
• Online advertising was worth 7% of UK market five years ago, now it’s 27% of advertising market. Google has just launched Adwords Express – have a look…

Mark’s four key trends over the next five years (SOLOMON)

•   Social – 1/4 of time spent online is spent on social sites. Push has gone, and people are participating on their own terms.
•   Local – 1 in 5 desk top searches are local, 1 in 3 mobile searches are local. 69% of mobile users are willing to share their location. People have access to local information so you need to think about who they are, where they are and what you want from them.
•   Mobile – 5 billion mobile subscribers worldwide. 20 million connecting to internet on phones. Google is getting 15% of its searches from mobiles. Google Wallet – use your mobile to swipe like an Oyster card. ‘It’s not too late to be early.’
•   now Video – goes across both social and local as well as mobile.