XCMO 2013: The Expanding Role of Mobile in the Marketing Mix
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XCMO 2013: The Expanding Role of Mobile in the Marketing Mix

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Zillow's Jeremy Wacksman takes us through exactly where Zillow has found Mobile wins, and his strategy leading up to today and where he’s going with Mobile next year.

Zillow's Jeremy Wacksman takes us through exactly where Zillow has found Mobile wins, and his strategy leading up to today and where he’s going with Mobile next year.

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  • 1. Mobile in the Mix Jeremy Wacksman – VP Marketing & Mobile @jwacksman
  • 2. Nearly 64 Million Monthly Unique Users Total Zillow Inc Visitors 70,000,000 60,000,000 50,000,000 40,000,000 30,000,000 20,000,000 10,000,000 0
  • 3. 25 apps across every major platform
  • 4. 3x 321M 60% Higher contact rate than desktop Homes viewed on mobile in Aug 2013 of ALL Traffic
  • 5. 40% Daily Usage PC 30% Phone Tablet 20% 10% 0% -10% -20% -30% -40% Sun Mon Tue Wed Thu Fri Sat
  • 6. Hourly Usage Tablet Phone 12:00 1:00 2:00 3:00 4:00 5:00 6:00 7:00 8:00 9:00 10:00 11:00 12:00 1:00 2:00 3:00 4:00 5:00 6:00 7:00 8:00 9:00 10:00 11:00 AM AM AM AM AM AM AM AM AM AM AM AM PM PM PM PM PM PM PM PM PM PM PM PM
  • 7. 150x 44% # of times people check their phone every day of people admit they have slept with their phones Source: AdTruth
  • 8. Name of presentation | 10
  • 9. New World Order…
  • 10. Product as Marketing
  • 11. Mobile can be measured Internal, Integrated BI Identifier: Browser Cookie? UDID? MAC Address? Apple ID for Ads? Digital Fingerprint?
  • 12. Demand data beyond the download Mobile Acquisition Attributable Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Not-Attributable Mar-13 Apr-13 May-13 Jun-13 Jul-13
  • 13. Mobile can be measured Conversions by iOS Cohort Aug-12 Cost per Conversion Sep-12 Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 0 1 2 3 4 5 6 7 Months of Fill 8 9 10 11 12
  • 14. Mobile must be optimized Network A Network B Network C Network D Dozens of X Ad Networks Multiple Devices X Multiple Formats X Multiple Messages
  • 15. Mobile must be optimized National Monday Tuesday Wednesday Thursday Friday Saturday Sunday All Morning 1.45 1.01 1.42 0.04 1.38 0.53 0.25 0.76 Daytime 1.65 1.27 0.38 0.12 0.89 0.41 0.60 0.78 Early_Fringe 1.91 1.45 0.17 3.02 1.54 0.49 1.32 1.34 Prime 0.22 0.51 1.17 2.05 0.75 2.38 1.57 1.39 Latenight 0.38 1.28 2.47 0.60 0.89 1.89 1.86 1.33 Overnight 0.39 0.48 0.39 0.18 0.55 0.29 0.40 0.40
  • 16. 1. Product = Marketing 2. What is your ‘mobile owned’ media doing? 3. Mobile can be measured 4. Mobile must be optimized