5 Mobile Marketing Mistakes | ASE2012
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Transcript of 5 Mobile Marketing Mistakes | ASE2012
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MISTAKE#1USING OUTDATED STRATEGIES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