Mobile Marketing Campaign Optimization
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![Page 1: Mobile Marketing Campaign Optimization](https://reader033.fdocuments.in/reader033/viewer/2022060109/5557ccc9d8b42ab6258b477f/html5/thumbnails/1.jpg)
Mobile Marketing Campaign Optimization
Affiliate Summit East, New York CityAugust 23, 2011
Gregg StewartVP of New Media Platforms, Neverblue Media
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Presentation Overview
1. Mobilization and Performance Marketing
2. Mobile Campaign Optimization
− Offer Sourcing and Selection
− Traffic Sourcing and Audience Targeting
− Campaign Design
− Campaign Deployment
3. Case Study: Optimization of a Short-form Campaign
![Page 3: Mobile Marketing Campaign Optimization](https://reader033.fdocuments.in/reader033/viewer/2022060109/5557ccc9d8b42ab6258b477f/html5/thumbnails/3.jpg)
Presentation Overview
1. Mobilization and Performance Marketing
2. Mobile Campaign Optimization
− Offer Sourcing and Selection
− Traffic Sourcing and Audience Targeting
− Campaign Design
− Campaign Deployment
3. Case Study: Optimization of a Short-form Campaign
![Page 4: Mobile Marketing Campaign Optimization](https://reader033.fdocuments.in/reader033/viewer/2022060109/5557ccc9d8b42ab6258b477f/html5/thumbnails/4.jpg)
Mobile Device Use is Exploding.
Source: ITU, Mark Lipacis, Morgan Stanley Research
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Mobilization is a Global Mega-Trend.
Source: JESS3 (May 2011)
![Page 6: Mobile Marketing Campaign Optimization](https://reader033.fdocuments.in/reader033/viewer/2022060109/5557ccc9d8b42ab6258b477f/html5/thumbnails/6.jpg)
Ad Budgets are Mobilizing to Follow Consumers.
Source: Smaato Mobile Advertising Trends 2011, IAB Internet Advertising Revenue Report (4/11)
Global Mobile Advertising Budget in 2015
$10 Billion
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Mobile Advertiser Campaign Goals
Mobile Lead Generation is Hot !
Source: Millenial Media, S/11 (data based on the Top 250 Campaigns on Millenial Media’s Network in May 2011)
![Page 8: Mobile Marketing Campaign Optimization](https://reader033.fdocuments.in/reader033/viewer/2022060109/5557ccc9d8b42ab6258b477f/html5/thumbnails/8.jpg)
Presentation Overview
1. Mobilization and Performance Marketing
2. Mobile Campaign Optimization
− Offer Sourcing and Selection
− Traffic Sourcing and Audience Targeting
− Campaign Design
− Campaign Deployment
3. Case Study: Optimization of a Short-form Campaign
![Page 9: Mobile Marketing Campaign Optimization](https://reader033.fdocuments.in/reader033/viewer/2022060109/5557ccc9d8b42ab6258b477f/html5/thumbnails/9.jpg)
Marketing Campaign = Offer + Audience + Angle
Offer Audience
Angle
Marketing Campaign
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Mobile Campaign Optimization
CampaignDeployment
CampaignDesign
Traffic Sourcing and
Audience Targeting
Offer Sourcing
andSelection
Online performance marketing fundamentals apply …
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Mobile Campaign Optimization
• Brand / Product
• Conversion
• Pay-out
• Quality
CampaignDeployment
CampaignDesign
Traffic Sourcing and
Audience Targeting
Offer Sourcing
andSelection
Online performance marketing fundamentals apply …
![Page 12: Mobile Marketing Campaign Optimization](https://reader033.fdocuments.in/reader033/viewer/2022060109/5557ccc9d8b42ab6258b477f/html5/thumbnails/12.jpg)
Mobile Campaign Optimization
• Brand / Product
• Conversion
• Pay-out
• Quality
CampaignDeployment
CampaignDesign
Traffic Sourcing and
Audience Targeting
Offer Sourcing
andSelection
• Media Channels
• Traffic Sources
• Targeting
Online performance marketing fundamentals apply …
![Page 13: Mobile Marketing Campaign Optimization](https://reader033.fdocuments.in/reader033/viewer/2022060109/5557ccc9d8b42ab6258b477f/html5/thumbnails/13.jpg)
Mobile Campaign Optimization
• Brand / Product
• Conversion
• Pay-out
• Quality
CampaignDeployment
CampaignDesign
Traffic Sourcing and
Audience Targeting
Offer Sourcing
andSelection
• Media Channels
• Traffic Sources
• Targeting
• Marketing Approach
• Banners
• Landing Pages
• Conversion Path
Online performance marketing fundamentals apply …
![Page 14: Mobile Marketing Campaign Optimization](https://reader033.fdocuments.in/reader033/viewer/2022060109/5557ccc9d8b42ab6258b477f/html5/thumbnails/14.jpg)
Mobile Campaign Optimization
• Brand / Product
• Conversion
• Pay-out
• Quality
CampaignDeployment
CampaignDesign
Traffic Sourcing and
Audience Targeting
Offer Sourcing
andSelection
• Media Channels
• Traffic Sources
• Targeting
• Marketing Approach
• Banners
• Landing Pages
• Conversion Path
• Testing
• Learning
• Optimization
• Test, Test, Test !!!
Online performance marketing fundamentals apply …
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Mobile Campaign Optimization
… but there are important differences.
CampaignDeployment
CampaignDesign
Traffic Sourcing and
Audience Targeting
Offer Sourcing
andSelection
![Page 16: Mobile Marketing Campaign Optimization](https://reader033.fdocuments.in/reader033/viewer/2022060109/5557ccc9d8b42ab6258b477f/html5/thumbnails/16.jpg)
Mobile Campaign Optimization
• New User Behavior
• New Offer Sources
• New User Actions
• New Offer Restrictions
• New Payment Options
… but there are important differences.
CampaignDeployment
CampaignDesign
Traffic Sourcing and
Audience Targeting
Offer Sourcing
andSelection
![Page 17: Mobile Marketing Campaign Optimization](https://reader033.fdocuments.in/reader033/viewer/2022060109/5557ccc9d8b42ab6258b477f/html5/thumbnails/17.jpg)
Mobile Campaign Optimization
• New User Behavior
• New Offer Sources
• New User Actions
• New Offer Restrictions
• New Payment Options
• New Traffic Sources
• New Targeting
… but there are important differences.
CampaignDeployment
CampaignDesign
Traffic Sourcing and
Audience Targeting
Offer Sourcing
andSelection
![Page 18: Mobile Marketing Campaign Optimization](https://reader033.fdocuments.in/reader033/viewer/2022060109/5557ccc9d8b42ab6258b477f/html5/thumbnails/18.jpg)
Mobile Campaign Optimization
• New User Behavior
• New Offer Sources
• New User Actions
• New Offer Restrictions
• New Payment Options
• New Traffic Sources
• New Targeting
• Mobile Publishing Tools and Site Frameworks
• Mobile-Optimized Landing Pages
• Device-Specific Testing
… but there are important differences.
CampaignDeployment
CampaignDesign
Traffic Sourcing and
Audience Targeting
Offer Sourcing
andSelection
![Page 19: Mobile Marketing Campaign Optimization](https://reader033.fdocuments.in/reader033/viewer/2022060109/5557ccc9d8b42ab6258b477f/html5/thumbnails/19.jpg)
Mobile Campaign Optimization
• New User Behavior
• New Offer Sources
• New User Actions
• New Offer Restrictions
• New Payment Options
• New Traffic Sources
• New Targeting
• Mobile Publishing Tools and Site Frameworks
• Mobile-Optimized Landing Pages
• Device-Specific Testing
• Progressive Targeting
• Deep real-time click-stream analytics
• Hyper-optimization
• Test, Test, Test !!!
… but there are important differences.
CampaignDeployment
CampaignDesign
Traffic Sourcing and
Audience Targeting
Offer Sourcing
andSelection
![Page 20: Mobile Marketing Campaign Optimization](https://reader033.fdocuments.in/reader033/viewer/2022060109/5557ccc9d8b42ab6258b477f/html5/thumbnails/20.jpg)
Presentation Overview
1. Mobilization and Performance Marketing
2. Mobile Campaign Optimization
− Offer Sourcing and Selection
− Traffic Sourcing and Audience Targeting
− Campaign Design
− Campaign Deployment
3. Case Study: Optimization of a Short-form Campaign
![Page 21: Mobile Marketing Campaign Optimization](https://reader033.fdocuments.in/reader033/viewer/2022060109/5557ccc9d8b42ab6258b477f/html5/thumbnails/21.jpg)
Mobile Represents a Massive Global Lifestyle Shift.
• New User Behavior
• New Offer Sources
• New User Actions
• New Offer Restrictions
• New Payment Options
Offer Sourcing
and Selection
Source: GetElastic (Nielsen Q1 2011 Mobile Connected Device Report).
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Mobile Users are Demanding and Unforgiving.
• New User Behavior
• New Offer Sources
• New User Actions
• New Offer Restrictions
• New Payment Options
Offer Sourcing
and Selection
• Attention spans are short and fragmented− Multi-tasking
− Frequent context-switching
− Short bursts of focused attention
• Engagement must be instant− Immediate relevancy
− Bite-size information units
− Simplified atomic actions
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Great Mobile Offers Don’t Grow on Trees !
• New User Behavior
• New Offer Sources
• New User Actions
• New Offer Restrictions
• New Payment Options
Offer Sourcing
and Selection
• Dating• Ringtones
• Gaming• Entertainment
• App Downloads
• Financial Services• Education• Biz Opp’s
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Mobile Affiliate Networks are a Great Source of Offers.
• New User Behavior
• New Offer Sources
• New User Actions
• New Offer Restrictions
• New Payment Options
Offer Sourcing
and Selection
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Mobile Technologies Enable New Conversion Types.
• New User Behavior
• New Offer Sources
• New User Actions
• New Offer Restrictions
• New Payment Options
Offer Sourcing
and Selection
Source: Jumptap MobileSTAT Report, July 2011 “Marketplace Click Destinations”
Click to Web
Click to Download
Click to Call
Click to iTunes
78%
19%
2%
1%
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Premium SMS Offers Launched Mobile Marketing.
• New User Behavior
• New Offer Sources
• New User Actions
• New Offer Restrictions
• New Payment Options
Offer Sourcing
and Selection
![Page 27: Mobile Marketing Campaign Optimization](https://reader033.fdocuments.in/reader033/viewer/2022060109/5557ccc9d8b42ab6258b477f/html5/thumbnails/27.jpg)
Short-form Enrollment Offers Migrate Easily to Mobile.
• New User Behavior
• New Offer Sources
• New User Actions
• New Offer Restrictions
• New Payment Options
Offer Sourcing
and Selection
![Page 28: Mobile Marketing Campaign Optimization](https://reader033.fdocuments.in/reader033/viewer/2022060109/5557ccc9d8b42ab6258b477f/html5/thumbnails/28.jpg)
Click-to-Call Offers are “Tailor Made” for Mobile Phones.
• New User Behavior
• New Offer Sources
• New User Actions
• New Offer Restrictions
• New Payment Options
Offer Sourcing
and Selection
![Page 29: Mobile Marketing Campaign Optimization](https://reader033.fdocuments.in/reader033/viewer/2022060109/5557ccc9d8b42ab6258b477f/html5/thumbnails/29.jpg)
Hybrid Offers Extend Mobile to the Desktop.
• New User Behavior
• New Offer Sources
• New User Actions
• New Offer Restrictions
• New Payment Options
Offer Sourcing
and Selection
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Click-to-Install is Brand New for Mobile Smart Devices.
• New User Behavior
• New Offer Sources
• New User Actions
• New Offer Restrictions
• New Payment Options
Offer Sourcing
and Selection
![Page 31: Mobile Marketing Campaign Optimization](https://reader033.fdocuments.in/reader033/viewer/2022060109/5557ccc9d8b42ab6258b477f/html5/thumbnails/31.jpg)
Many Mobile Offers are Device Restricted …
• New User Behavior
• New Offer Sources
• New User Actions
• New Offer Restrictions
• New Payment Options
Offer Sourcing
and Selection
![Page 32: Mobile Marketing Campaign Optimization](https://reader033.fdocuments.in/reader033/viewer/2022060109/5557ccc9d8b42ab6258b477f/html5/thumbnails/32.jpg)
Many Mobile Offers are Device Restricted …
• New User Behavior
• New Offer Sources
• New User Actions
• New Offer Restrictions
• New Payment Options
Offer Sourcing
and Selection
Example: Smart Phone and Tablet Offer
![Page 33: Mobile Marketing Campaign Optimization](https://reader033.fdocuments.in/reader033/viewer/2022060109/5557ccc9d8b42ab6258b477f/html5/thumbnails/33.jpg)
… While Others are Carrier Restricted.
• New User Behavior
• New Offer Sources
• New User Actions
• New Offer Restrictions
• New Payment Options
Offer Sourcing
and Selection
![Page 34: Mobile Marketing Campaign Optimization](https://reader033.fdocuments.in/reader033/viewer/2022060109/5557ccc9d8b42ab6258b477f/html5/thumbnails/34.jpg)
… While Others are Carrier Restricted.
• New User Behavior
• New Offer Sources
• New User Actions
• New Offer Restrictions
• New Payment Options
Offer Sourcing
and Selection
Example: US-only Mobile Offer
![Page 35: Mobile Marketing Campaign Optimization](https://reader033.fdocuments.in/reader033/viewer/2022060109/5557ccc9d8b42ab6258b477f/html5/thumbnails/35.jpg)
Direct to Carrier Billing is Friction-Free but Limited.
• New User Behavior
• New Offer Sources
• New User Actions
• New Offer Restrictions
• New Payment Options
Offer Sourcing
and Selection
![Page 36: Mobile Marketing Campaign Optimization](https://reader033.fdocuments.in/reader033/viewer/2022060109/5557ccc9d8b42ab6258b477f/html5/thumbnails/36.jpg)
Mobile Wallets Promise to Improve Conversion Rates.
• New Offer Sources
• New User Actions
• New Offer Restrictions
• New Payment Options
Offer Sourcing
and Selection
![Page 37: Mobile Marketing Campaign Optimization](https://reader033.fdocuments.in/reader033/viewer/2022060109/5557ccc9d8b42ab6258b477f/html5/thumbnails/37.jpg)
“Wave and Pay” is the Mobile Click-and-Mortar.
• New User Behavior
• New Offer Sources
• New User Actions
• New Offer Restrictions
• New Payment Options
Offer Sourcing
and Selection
![Page 38: Mobile Marketing Campaign Optimization](https://reader033.fdocuments.in/reader033/viewer/2022060109/5557ccc9d8b42ab6258b477f/html5/thumbnails/38.jpg)
Presentation Overview
1. Mobilization and Performance Marketing
2. Mobile Campaign Optimization
− Offer Sourcing and Selection
− Traffic Sourcing and Audience Targeting
− Campaign Design
− Campaign Deployment
3. Case Study: Optimization of a Short-form Campaign
![Page 39: Mobile Marketing Campaign Optimization](https://reader033.fdocuments.in/reader033/viewer/2022060109/5557ccc9d8b42ab6258b477f/html5/thumbnails/39.jpg)
Mobile Ad Types: “Something Old, Something New”.
• New Traffic Sources
• New Targeting
Traffic Sourcing and
Audience Targeting
![Page 40: Mobile Marketing Campaign Optimization](https://reader033.fdocuments.in/reader033/viewer/2022060109/5557ccc9d8b42ab6258b477f/html5/thumbnails/40.jpg)
Mobile Media Buyers Have Expanding Traffic Options.
• New Traffic Sources
• New Targeting
Traffic Sourcing and
Audience Targeting
Display
![Page 41: Mobile Marketing Campaign Optimization](https://reader033.fdocuments.in/reader033/viewer/2022060109/5557ccc9d8b42ab6258b477f/html5/thumbnails/41.jpg)
Mobile Media Buyers Have Expanding Traffic Options.
• New Traffic Sources
• New Targeting
Traffic Sourcing and
Audience Targeting
Display
Search
![Page 42: Mobile Marketing Campaign Optimization](https://reader033.fdocuments.in/reader033/viewer/2022060109/5557ccc9d8b42ab6258b477f/html5/thumbnails/42.jpg)
Mobile Media Buyers Have Expanding Traffic Options.
• New Traffic Sources
• New Targeting
Traffic Sourcing and
Audience Targeting
Display
Search
Direct
![Page 43: Mobile Marketing Campaign Optimization](https://reader033.fdocuments.in/reader033/viewer/2022060109/5557ccc9d8b42ab6258b477f/html5/thumbnails/43.jpg)
It Pays to Master Mobile Traffic Sources.
• New Traffic Sources
• New Targeting
Traffic Sourcing and
Audience Targeting
• Inventory Profile− Geographic Distribution
− Volume
− Type (Sites, App’s)
− Categories
− Demographics
− Cost
• General Self-service Capabilities
• Targeting and Tracking Capabilities− Self-Serve
− Premium Assisted
• Availability of Account Services
![Page 44: Mobile Marketing Campaign Optimization](https://reader033.fdocuments.in/reader033/viewer/2022060109/5557ccc9d8b42ab6258b477f/html5/thumbnails/44.jpg)
Mobile Advertisers Want Sophisticated Targeting ...
• New Traffic Sources
• New Targeting
Traffic Sourcing and
Audience Targeting
Source: Millenial Media, S/11 (data based on the Top 250 Campaigns on Millenial Media’s Network in May 2011)
Campaign Targeting Targeted Audience
![Page 45: Mobile Marketing Campaign Optimization](https://reader033.fdocuments.in/reader033/viewer/2022060109/5557ccc9d8b42ab6258b477f/html5/thumbnails/45.jpg)
Popularity of Targeting Modes
… But Mobile Targeting is Still Fairly Limited.
• New Traffic Sources
• New Targeting
Traffic Sourcing and
Audience Targeting
Source: Jumptap MobileSTAT Report, June 2011
![Page 46: Mobile Marketing Campaign Optimization](https://reader033.fdocuments.in/reader033/viewer/2022060109/5557ccc9d8b42ab6258b477f/html5/thumbnails/46.jpg)
Mobile Demographic and Behavioral Targeting are Indirect.
• New Traffic Sources
• New Targeting
Traffic Sourcing and
Audience Targeting
Carrier Device
Site/Publisher Geo
Demographic TargetingBehavioral Targeting
![Page 47: Mobile Marketing Campaign Optimization](https://reader033.fdocuments.in/reader033/viewer/2022060109/5557ccc9d8b42ab6258b477f/html5/thumbnails/47.jpg)
Carrier Targeting is Easy and Often Required.
• New Traffic Sources
• New Targeting
Traffic Sourcing and
Audience Targeting
![Page 48: Mobile Marketing Campaign Optimization](https://reader033.fdocuments.in/reader033/viewer/2022060109/5557ccc9d8b42ab6258b477f/html5/thumbnails/48.jpg)
Device Targeting is Complex Yet Crucial.
• New Traffic Sources
• New Targeting
Traffic Sourcing and
Audience Targeting
![Page 49: Mobile Marketing Campaign Optimization](https://reader033.fdocuments.in/reader033/viewer/2022060109/5557ccc9d8b42ab6258b477f/html5/thumbnails/49.jpg)
Mobile Site Targeting Can Make or Break a Campaign.
• New Traffic Sources
• New Targeting
Traffic Sourcing and
Audience Targeting
• Most traffic sources are opaque
• Site optimization is critical− Best via “Publisher ID” or “Site ID”
− If not available, then use Channel Targeting
• Blocking non-converting sites is huge !
![Page 50: Mobile Marketing Campaign Optimization](https://reader033.fdocuments.in/reader033/viewer/2022060109/5557ccc9d8b42ab6258b477f/html5/thumbnails/50.jpg)
Presentation Overview
1. Mobilization and Performance Marketing
2. Mobile Campaign Optimization
− Offer Sourcing and Selection
− Traffic Sourcing and Audience Targeting
− Campaign Design
− Campaign Deployment
3. Case Study: Optimization of a Short-form Campaign
![Page 51: Mobile Marketing Campaign Optimization](https://reader033.fdocuments.in/reader033/viewer/2022060109/5557ccc9d8b42ab6258b477f/html5/thumbnails/51.jpg)
Mobile Content Creation is Getting Easier and Faster.
CampaignDesign
• Mobile Publishing Tools and Site Frameworks
• Mobile-Optimized Landing Pages
• Device-Specific Testing
![Page 52: Mobile Marketing Campaign Optimization](https://reader033.fdocuments.in/reader033/viewer/2022060109/5557ccc9d8b42ab6258b477f/html5/thumbnails/52.jpg)
Mobile Landing Pages: “To Be or Not to Be?”.
CampaignDesign
• Mobile Publishing Tools and Site Frameworks
• Mobile-Optimized Landing Pages
• Device-Specific Testing
• LPs make sense in many situations− To meet advertiser requirement
− To creatively move user towards conversion
− To filter out low-quality or low-intention leads
− To minimize “pocket dials” on click-to-call offers
• But there are exceptions− For offers with 1-click conversion
− For offers where lead quality not critical
• As always: Test, Test, Test !
![Page 53: Mobile Marketing Campaign Optimization](https://reader033.fdocuments.in/reader033/viewer/2022060109/5557ccc9d8b42ab6258b477f/html5/thumbnails/53.jpg)
General LP Design Fundamentals Apply to Mobile.
CampaignDesign
• Mobile Publishing Tools and Site Frameworks
• Mobile-Optimized Landing Pages
• Device-Specific Testing
• LPs act as targeting / filtering devices− Relevant and engaging
− Consistent with ad banner
• Good LPs motivate immediate action− Clear statement of value
− Limited options and choices
− Use of scarcity as an incentive
− Support progressive conversion
• Variation, testing, optimization are essential− Creatives and ad copy
− Position of call-to-action buttons and text
− Ads with and without images
− Et cetera
![Page 54: Mobile Marketing Campaign Optimization](https://reader033.fdocuments.in/reader033/viewer/2022060109/5557ccc9d8b42ab6258b477f/html5/thumbnails/54.jpg)
Mobile LPs Must Be Optimized for Mobile Viewing.
CampaignDesign
• Mobile Publishing Tools and Site Frameworks
• Mobile-Optimized Landing Pages
• Device-Specific Testing
• LPs must be viewable on target devices− Device-aware design to ensure rendering
− Small images to speed page loading
− Flash-free (except in limited situations)
• LP viewing must be mobile-optimized− Visually clean and simple
− Fonts readable without need to zoom
− Clear above-the-fold calls to action
− Universal icons to avoid user confusion
− Single-column design for natural expand/contract
− Brief text copy to avoid need for scrolling
− Link to standard website for smart devices
− Option: custom-designed LPs for high-converting devices
![Page 55: Mobile Marketing Campaign Optimization](https://reader033.fdocuments.in/reader033/viewer/2022060109/5557ccc9d8b42ab6258b477f/html5/thumbnails/55.jpg)
Mobile LPs Must be Optimized for Mobile User Input.
CampaignDesign
• Mobile Publishing Tools and Site Frameworks
• Mobile-Optimized Landing Pages
• Device-Specific Testing
• User input must be bullet-proof− “One finger, two thumbs” design for easy input
− Thumb-clickable LP elements to facilitate clicking
− Button isolation to avoid accidental clicking
− Easy-to-click links for required navigation
• Conversion must be friction-free− Short and easy-to-complete forms
− Click-to-call buttons for specific offers
− Consider Email bridging for long form enrollments
![Page 56: Mobile Marketing Campaign Optimization](https://reader033.fdocuments.in/reader033/viewer/2022060109/5557ccc9d8b42ab6258b477f/html5/thumbnails/56.jpg)
Proper Display of Mobile LPs is Not Automatic!
CampaignDesign
• Mobile Publishing Tools and Site Frameworks
• Mobile-Optimized Landing Pages
• Device-Specific Testing
Bucket Key Features to identify BucketTablets
• Strong support for modern “PC” browser functionality• Devices support the use of cookies. • Supports the use of modern “look and formatting” languages (CSS, HTML5)• Large display • Often support landscape mode
High-end smart phones
Mid-range smart phones and feature phones
• Unreliable support for modern “PC” browser functionality. • Basic support for “look and formatting” languages. • Landscape orientation support is rare.• Typical Display: 240 x320
Low-end devices • Basic to no support for modern “PC” browser functionality. • Basic to no support for “look and formatting” languages• Significant bandwidth constraints. • Typical Display: 176 x 220
Legacy Devices • No support for modern “PC” browser functionality. • No support for “look and formatting” languages• Typical Display: 128 x 160
![Page 57: Mobile Marketing Campaign Optimization](https://reader033.fdocuments.in/reader033/viewer/2022060109/5557ccc9d8b42ab6258b477f/html5/thumbnails/57.jpg)
Device Testing is Required to Avoid Wasting Clicks.
CampaignDesign
• Mobile Publishing Tools and Site Frameworks
• Mobile-Optimized Landing Pages
• Device-Specific Testing
• Test LPs across all target device types− Page rendering / display
− Page load performance
− Test important devices specifically !
• Leverage available testing tools
ModifyHeaders
![Page 58: Mobile Marketing Campaign Optimization](https://reader033.fdocuments.in/reader033/viewer/2022060109/5557ccc9d8b42ab6258b477f/html5/thumbnails/58.jpg)
Presentation Overview
1. Mobilization and Performance Marketing
2. Mobile Campaign Optimization
− Offer Sourcing and Selection
− Traffic Sourcing and Audience Targeting
− Campaign Design
− Campaign Deployment
3. Case Study: Optimization of a Short-form Campaign
![Page 59: Mobile Marketing Campaign Optimization](https://reader033.fdocuments.in/reader033/viewer/2022060109/5557ccc9d8b42ab6258b477f/html5/thumbnails/59.jpg)
Progressive Targeting is Key to Efficient Optimization.
CampaignDeployment
• Progressive Targeting
• Deep real-time click-stream analytics
• Hyper-optimization
• Test, Test, Test !!!
![Page 60: Mobile Marketing Campaign Optimization](https://reader033.fdocuments.in/reader033/viewer/2022060109/5557ccc9d8b42ab6258b477f/html5/thumbnails/60.jpg)
Phase 1: Identify Promising and Doubtful Segments.
CampaignDeployment
• Progressive Targeting
• Deep real-time click-stream analytics
• Hyper-optimization
• Test, Test, Test !!!
• Broad blanket coverage• Minimal spend• Financial Target = Minimal Loss
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Phase 2: Probe Promising Segments.
CampaignDeployment
• Progressive Targeting
• Deep real-time click-stream analytics
• Hyper-optimization
• Test, Test, Test !!!
• Focused targeting• Controlled spend• Financial Target = Break-even
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Phase 3: Mine Top-Performing Segments for Profit.
CampaignDeployment
• Progressive Targeting
• Deep real-time click-stream analytics
• Hyper-optimization
• Test, Test, Test !!!
• Micro-focused targeting• Managed spend• Margin protection• Financial Target = Max Profits
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Advanced Click-Stream Analytic Tools are Essential.
CampaignDeployment
• Progressive Targeting
• Deep real-time click-stream analytics
• Hyper-optimization
• Test, Test, Test !!!
• Track everything possible !
• Mine / visualize data
• Correlate segment performance with:− Device Make, Model and Operating System
− Carrier
− Screen Resolution
− Browser Type and Capabilities
− Geo-location
− Referral Site
• Strong analytics can transform a losing campaign into a big winner!
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Hyper-optimization Converts “Zeros” to “Heroes”.
CampaignDeployment
• Progressive Targeting
• Deep real-time click-stream analytics
• Hyper-optimization
• Test, Test, Test !!!
• Become a “data junkie” !
• Adopt a structured, iterative approach− Established Baseline
− Site Optimization
− Device optimization
− Carrier optimization
• Optimize campaigns frequently− Master Excel pivot tables
− Learn from analytic results
− Eliminate weak-converting segments
− Increase spend in strong-converting segments
• Don’t throw out the baby with the bath water !
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Mobile Campaign Optimization
CampaignDeployment
• Deep real-time click-stream analytics
• Progressive Targeting
• Hyper-optimization
• Test, Test, Test !!!
Always Rememberthe
Affiliate Marketer’s Mantra:
“Test, Test, Test”
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Presentation Overview
1. Mobilization and Performance Marketing
2. Mobile Campaign Optimization
− Offer Sourcing and Selection
− Traffic Sourcing and Audience Targeting
− Campaign Design
− Campaign Deployment
3. Case Study: Optimization of a Short-form Campaign
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Case Study: Mobile Campaign Optimization
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Case Study: Mobile Campaign Optimization
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Case Study: Mobile Campaign Optimization
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Case Study: Mobile Campaign Optimization
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Case Study: Mobile Campaign Optimization
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Case Study: Mobile Campaign Optimization
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Case Study: Mobile Campaign Optimization
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The End
Thank you !!!