How to Master Mobile Marketing
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Transcript of How to Master Mobile Marketing
HOW TO MASTER MOBILE MARKETING
(5) MISTAKES EVERYONE MAKES AND HOW TO AVOID THEM
EMARKETER GROWTH ANALYSIS
MOBILE OPPORTUNITIES• Fragmented marketplace with no clear dominant winner
• Supply (mobile inventory) growing faster than demand (mobile advertisers)
• New opportunities constantly emerging
• Push Notification (Android)• SMS Marketing (LeadsMob)• New Buying Platforms (TapIt)• Traditional Traffic Going Mobile (Facebook)
• New funnel strategies to better monetize data
• Mobile SEO almost untouched
WHO IS THIS GUY ANYWAY?• Over 5 years experience in direct response and affiliate
marketing
• Running exclusively on mobile traffic for over 1.5 years
• Released 14 Day Mobile Mastery Guide
• Own Mobile CPA network
• Built Mobile Marketing Tracking Platform
• Not just talking about Apps!
Mistake #1using outdated strategies
• Mobile is a completely unique traffic source
• Search• Social • Display• PPV• E-Mail
• Need to consider Mobile Variables that affect performance
• Mobile Marketing is 3-D Marketing
MOBILE IS 3D MARKETING
2D Marketing 3D Marketing
Variables Unique to Mobile:
•Carrier/Telco vs Wifi
•Android vs iOS vs Other
•Tablet vs Phone vs Other
•Device Model Name
•App vs WAP Traffic
MOBILE VARIABLES
MISTAKE #2EVALUATING QUALITY TOO SOON
• Quality on Mobile can vary drastically
• App Traffic (Gaming)• 3rd Tier Carriers• Pre Paid Phones• Mobile Search
• Improve quality with mobile specific funnels
• SMS follow ups• Click-2-Call• GEO Location• Phone Number Lookup
MISTAKE #3FOCUSING ON SMART PHONES ONLY
• According to PEW Internet Research smart phones account for only 50% of phones in use
• Means almost 50% of phones are still feature phones• % use of feature phones higher in older demographics
• Feature Phones – Phones with proprietary software that enables web surfing and activity
• International smart phone penetration even less
• Tablets and other emerging devices
• iPad• Kindle • Galaxy Tab
MISTAKE #4NOT USING MOBILE TRACKING• Mobile identification technology isn’t perfect
• Carrier Lookup • Handset Lookup• Unknown Traffic• IP Sharing / GPS Geo location
• Some solutions:
• Piwik Mobile• Google Analytics Mobile• MobAff Tracker• Bango• Webtrends
MISTAKE #5NOT DIVERSIFYING TRAFFIC• No single dominant player in mobile
• Each network has strengths/weaknesses
• International Inventory• App vs WAP pages• Emerging traffic (Push, Icon, Interstitials, Incent)• Premium Inventory
• Mobile Publishers savvy and use Mediation Layers
• Mopub• Adwhirl
• Traffic is always moving from network to network
• Take the targeting that works and scale
SUMMARY• Mistake #1 : Outdated Strategies
• Mistake #2 : Evaluating Quality
• Mistake #3 : Feature Phones
• Mistake #4 : Mobile Tracking
• Mistake #5 : Diversify Traffic
BUT WAIT…
THERE’S MORE
OFFERS THAT WORK ON MOBILE• Everything Works on Mobile
• Premium SMS – Ringtones, Promo, 2 click flow• Lead Generation – Long form including SS#• App Downloads – Need $1.00 + typically• Pay Per Call – Click to call + Search = Win
• Checklist for evaluating offers
• Will this offer appeal to 1/100• Does the offer function properly on phones• How does the offer track conversions (S2S)
TRICKS TO HELP WITH TESTING
1. Block WiFi traffic – By blocking wifi you will get more data about the carriers and types of users your offer work for
2. Block App traffic – Tends to be more gaming focused with more rampant click fraud and poorer quality traffic
3. Track site id’s or placements – Vitally important since there is so much poor quality traffic. Sometimes simply blocking one publisher can get your profitable
4. Focus on high CTR first – Every ad network optimizes for their eCPM meaning the higher the CTR of your creative the more impressions and cheaper the traffic
5. Watch your redirect speed – Every millisecond counts make sure your pages load as fast as possible