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MISTAKE#1USING OUTDATED STRATEGIES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