Advertisers: How to Start in Mobile Marketing
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This presentation is from Affiliate Summit East 2013 (August 18-20, 2013) in Philadelphia, PA). Session Description: Start capitalizing on mobile traffic. Discover strategies on how to mobilize your offers and track across various mobile traffic types including email, SMS, display, push, and more.
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Advertisers: How to Start in Mobile Marketing
- 1. (5) MISTAKES EVERYONE MAKES … AND HOW TO AVOID THEM How to Start in Mobile Marketing ALEXANDER TSATKIN VP OF MOBILE, MEDIAWHIZ www.MediaWhiz.com
- 2. ………… …… …….. Mobile Growth1 5 Common Mobile Mistakes2 3 Making the Most of Mobile ………4 Summary AGENDA ………5 Q&A www.MediaWhiz.com
- 3. WHO IS THIS GUY ANYWAY? • 7 years’ experience in direct response and affiliate marketing • Running exclusively on mobile traffic for >2 years • Published 14-Day Mobile Mastery Guide • Founder of MobAff — mobile performance network • Acquired by MediaWhiz, a Matomy Media Group company • Built industry-leading mobile tracking solution www.MediaWhiz.com
- 5. 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 www.MediaWhiz.com
- 6. MOBILE GROWTH DAILY CONSUMPTION IN MILLIONS MOBILE MARKETING SPENDING SHARE OF TOTAL MOBILE ADVERTISING BY REGION WORLDWIDE 2011-15 Source: Gartner Research 2011 www.MediaWhiz.com
- 8. 5 COMMON MOBILE MISTAKES 1. Using Strategies from Other Channels 2. Evaluating Quality Too Early 3. Focusing on Smart Phones Only 4. Using The Wrong Tracking and Analytics 5. Not Diversifying Enough www.MediaWhiz.com
- 9. MISTAKE #1: USING STRATEGIES FROM OTHER CHANNELS • Mobile is a unique traffic source — unlike anything we’ve seen before • Display • Search • Social • Email • Need to consider mobile variables that affect performance • Mobile Marketing is 3D Marketing www.MediaWhiz.com
- 10. MOBILE’S 3RD DIMENSION 2D MARKETING 3D MARKETING www.MediaWhiz.com
- 11. Variables Unique to Mobile •Carrier / ISP •Manufacturer Handsets •Operating Systems and Platforms •Creative Assets MOBILE VARIABLES www.MediaWhiz.com
- 12. MISTAKE #2: EVALUATING QUALITY TOO SOON • Quality on Mobile can vary drastically • Ad networks and traffic vendors • In-app / Mobile-enabled Web / Mobile Web • Traffic type: Display, Incent, Push, Search • Carrier vs. WiFi traffic • Platforms and devices www.MediaWhiz.com
- 13. MISTAKE #3: FOCUSING ON SMARTPHONES ONLY • Smartphones account for only 50% of phones in use* • Approx. 50% of ALL mobile phones are feature phones • % use of feature phones higher in older demographics www.MediaWhiz.com
- 14. OTHER DEVICES TO CONSIDER • Feature phones — OS, platform and manufacturer battles • Tablets — Kindle, iPad, Nexus all work well for certain offers • Phablets — Phone + Tablet • Wearable devices — low-energy Bluetooth technology • Others … www.MediaWhiz.com
- 15. MISTAKE #4: USING THE WRONG TRACKING & ANALYTICS • Tracking in a cookieless world • UDID, Apple IFA , OpenID, Odin, Android ID, Device Fingerprinting ... • Server-2-Server tracking most accurate and cross- platform compatible www.MediaWhiz.com
- 16. MOBAFF TRACKER & MOBIT www.MediaWhiz.com
- 17. MISTAKE #5: NOT DIVERSIFYING ENOUGH • Mobile is VERY fragmented • No single dominant player • New entrants and traffic types • Technology evolving quickly • Mobile RTB www.MediaWhiz.com
- 19. MAKING THE MOST OF YOUR MOBILE BUDGET • Block WiFi traffic • Start with mobile-enabled Web instead of mobile app traffic • Track site IDs and placements • Speed Kills — Maximize your redirect and page load times www.MediaWhiz.com
- 20. MAKING THE MOST OF YOUR CREATIVE ASSETS Zoosk Android App Bank of America www.MediaWhiz.com
- 21. WHAT’S WRONG WITH THESE ADS? www.MediaWhiz.com
- 23. KEY TAKEAWAYS • Mobile is here •Jump right in and don’t miss the gravy train • Forget what you know — accept that mobile is unique • Track, track and track some more • Mobile marketing and technology is constantly evolving www.MediaWhiz.com
- 25. THANK YOU!ALEX TSATKIN VP OF MOBILE, MEDIAWHIZ ATSATKIN@MEDIAWHIZ.COM www.MediaWhiz.com
Editor's Notes
- Welcome to my presentation. Today I will go over how to master mobile marketing. Specifically I want to address the 5 mistakes I see people make, including myself, when getting started with mobile. I’ll also tell you exactly what to do to avoid them.
- 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 – helped hundreds of affiliates learn mobile Own Mobile CPA network Built Mobile Marketing Tracking Platform Not just talking about Apps!
- Fragmented marketplace: Not like Search : Google, Social : Facebook, Supply is growing faster than demand. Most advertisers are slow to adopt, but mobile usage is exploding worldwide. CHEAP TRAFFIC New channels : Push : SMS : Buying Platforms : Traditional to Mobile : New funnel strategies : Pay Per Call > SMS > More Data from Phone > Integration with Apps SEO is DEAD ; Long Live SEO … mobile SEO is practically untouched.
- Before I begin, if you’re in the room you probably already know the growth in mobile advertising. According to emarketer by next year mobile ad spend will read 2.5 BILLION My goal is not to prove to you that mobile is growing Dip you toe in mobile. Trust me the water is nice!
- 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 – helped hundreds of affiliates learn mobile Own Mobile CPA network Built Mobile Marketing Tracking Platform Not just talking about Apps!
- You have to approach mobile from completely fresh perspective. You can’t use any of the old tricks from social to search. For example when Facebook came out you can’t use the same keyword research from Google for Facebook. With mobile it’ s the same thing, there are new elements and factors you have to consider. Mobile Marketing is 3D
- 2 D Marketing You focus on Creative ( Banners, Copy, Landing Pages) Focus on placement (Site, Placement, Keyword, Demographic) If you get the combination right you will see results you want. 3D marketing Placement + Creative + MOBILE VARIABLES What are these Mobile Variables that effect performance?
- In this slide I will show you the variables that can have the biggest affect on the performance of your mobile campaign. Carriers – Wifi traffic – home internet . Carriers are proxy for demographics. Example: a Metro PCS user will be much different from a Verizon User. Have you ever been to a MetroPCS store? Operating System – Similar in proxy for demos. Blackberry cheapest traffic – hard to monetize – educated professional users (for the most part) Tablet vs Phone – Difference between tablet and phone is less and less. Have you seen the Samsung Note?? BRICK performance still drastically different example: Pay Per Call Device Model Name – Phones aimed at specific user demos. Track which phones perform for your offer. App vs WAP – App traffic performs VERY different from mobile web traffic.
- Many advertisers are frightened by their initial results from mobile. Accidental calls Misspelled names/emails Partial data Etc More things that can effect quality: LIST SECTION 1 How to IMPROVE Quality with better funnels: LIST SECTION 2
- Feature phones are a HUGE part of mobile traffic They can do a lot of marketing including Pay Per Call and SMS Apps aren’t EVERYTHING Emerging devices
- When buying mobile traffic it is a bit of a Crap Shoot There is no standardization in the marketplace Everyone uses different service providers Add networks squeeze inventory you didn’ t ask for Some solutions – LIST 2
- When buying mobile traffic it is a bit of a Crap Shoot There is no standardization in the marketplace Everyone uses different service providers Add networks squeeze inventory you didn’ t ask for Some solutions – LIST 2
- To succeed have to spread to various networks International App vs Wap Emerging Traffic Premium vs Remnant Traffic always on the move. Solution is to scale to as many partners as you can.
- To succeed have to spread to various networks International App vs Wap Emerging Traffic Premium vs Remnant Traffic always on the move. Solution is to scale to as many partners as you can.