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Beyond the Buzz:What Actually Makes MoneyThe MBA Version of Digital Marketing  Duke MBA Marketing Conference        Januar...
My Old Job
Mobile
Devices925K total devices activated daily - Google
AndroidAs of Nov. 2011, Android had 52.5% of the global smartphone market. – BusinessInsider.com
iPhoneApple has 4% of the phone market, but grabs 52% of the profits. – BusinessInsider.com
Apps109 Million iOS & Android users running apps on their smartphones. – Source: Flurry
AppsThere are over 1,000,000 apps available across the major platforms. – MobileWalla
AppsApp downloads passed 1 billion/week Dec. 25-31, 2011
HTML5336 million phones with HTML5 capabilities were sold globally in 2011. – Strategy Analytics
Go MoThere will be mobile device for every person on earth by 2015. - Google
Amazon Price Check70% of smartphone users use their smartphones while in a store. – Google/IPSOS 2011
SearchSearch from mobile devices is up 5X in the past two years. - Google
Smartphones & SearchGraph Source: Google                         *Nielsen March 2010More people will access the web via mo...
Mobile Search AdsMobile devices and tablets accounted for 10% of all U.S. search ad clicks in Q4 2011.                    ...
Landing Pages
Google Mobile Ad RevenueCowen: Google’s Mobile Ad Revenues Could Surge to $5.8B in 2012 - TechCrunch
Mobile AdsIn the U.S., mobile ad revenue surpassed $1B for the first time. - eMarketer
Mobile Ad SpendingU.S. mobile ad spending will grow 47% in 2012, reaching $1.8 billion - eMarketer
Google Click to Call Ads77% have contacted a business via mobile, with 61% calling and 59% visitingthe local business. – G...
Tablets      Graph Source: GoogleOver 100MM tablets will be sold in 2012. – Source: Morgan Stanley, Apple
iPad 2Google saw a 440% increase in traffic from tablets in Nov. 2011 vs. Dec. 2010
ShoppingStudy: Apple’s iPhone, iPad account for 90% of mobile purchases - RiskRelevance
Kindle FireKindle Fire sales forecasts: 5M by end of year (2011) – CNN/Money
Social Media
Time Spent OnlineU.S. Citizens spend 16% of their total time online on Facebook.
Advertising
Valuation
Mobile + Facebook                                                    In Dec. 2011, the                                    ...
Timeline
Google+Google+ has 90MM users, up from 40MM 3 months ago. 80% engage every week. - Google
Google+Google+ saw its best traffic month ever in December, with more than 49Million unique US visits to the social networ...
Google+Search & social are becoming integrated, placing Google & Facebook on a collision course.
Google+
TwitterTwitter has more than 100MM monthly global active users – 50% log in daily. Source: Twitter
Next Steps:How Do You Make Money?
Mobile Dashboard  Source: Justin Cutroni, Cutroni.com
MixcloudHave received 100 million free impressions in Facebook with 1% conversion rate.
InsightsSource: Mat Clayton, Mixcloud
EngagementSource: Mat Clayton, Mixcloud
Social Actions Source: Mat Clayton, Mixcloud
Social Actions Source: Mat Clayton, Mixcloud
Resources
Google Analytics Blog     http://analytics.blogspot.com/
PaidContent.org   http://paidcontent.org/
Google Mobile Ads Blog    http://googlemobileads.blogspot.com/
Facebook Blog  http://blog.facebook.com/
Avinash Kaushikhttp://www.kaushik.net/avinash/
HiPPOHighest Paid Person’s Opinion
Thank You•   Benjamin Rudolph•   President & CEO•   Relevance Advisors•   @benjaminrudolph•   Presentation may be viewed a...
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  • 18MM
  • Google Mobile Pitch 2011
  • http://www.businessinsider.com/android-vs-iphone-charts-2011-12?op=1
  • http://www.businessinsider.com/android-vs-iphone-charts-2011-12?op=1
  • http://blog.flurry.com/bid/79595/Kaboom-iOS-and-Android-International-Installed-Base-Expansion
  • http://www.mobilewalla.com/Desktop/AppIntel_AppCount.htm?filterDevicePlatform=101App Store did not launch until 2008
  • http://www.bgr.com/2011/12/07/as-adobe-flash-fades-from-mobile-phones-html5-adoption-already-exploding/Adobe discontinued Flash
  • http://www.howtogomo.com/en/#homepagehttp://www.howtogomo.com/en/#reasons-mobile-matters
  • On Dec. 10, Amazon promoted a new "Price Check" mobile phone app by offering shoppers a 5% discount—valid only for that one day—on items they found in brick-and-mortar stores, but purchased online through Amazon instead.http://online.wsj.com/article/SB10001424052970204026804577101032430362056.html?KEYWORDS=amazon+mobile+apphttp://googlemobileads.blogspot.com/2011/12/look-back-at-2011.html
  • http://adwords.blogspot.com/2011/12/think-with-googles-december-adventure_09.htmlFor instance, restaurant and automotive verticals are garnering some 15 to 30 percent of all search queries from mobile devices. https://plus.google.com/101698568710409127237/posts/adYjjh7mY7F
  • http://paidcontent.org/article/419-study-search-ad-clicks-double-on-mobile-devices-still-a-fraction-of-spe/
  • http://techcrunch.com/2012/01/21/cowen-googles-mobile-ad-revenues-could-surge-to-5-8-billion-in-2012/
  • http://paidcontent.org/article/419-u.s.-mobile-ad-spend-to-pass-1-billion-for-the-first-time-this-year/
  • http://www.emarketer.com/Article.aspx?R=1008666
  • http://adwords.blogspot.com/2010/01/introducing-click-to-call-phone-numbers.html
  • Test Drive App
  • http://gigaom.com/apple/study-apples-iphone-ipad-account-for-90-percent-of-mobile-purchases/
  • http://money.cnn.com/2011/11/15/technology/kindle_fire_sales/index.htm 11/15/11
  • http://paidcontent.org/article/419-almost-40-percent-of-facebook-use-is-by-mobile-app/That is 37.5 percent of the 800 million total monthly active users Facebook disclosed in September, when Facebook said there were 350 million monthly active mobile users, making Facebook one of the most mobile-centric online services out there.Half of active iOS and Android users (225 million active mobile Facebook users) and 70 percent of BlackBerry users have installed the Facebook app, Evans writes.“In other words, 70 percent of mobile users and 30 percent of all users used apps to access Facebook,” Benedict Evans writes.
  • https://plus.google.com/117388252776312694644/posts/ZcPA5ztMZaj – Prediction 400MM users by the end of 2012
  • http://www.digitaltrends.com/social-media/google-plus-traffic-up-55-pct-reaches-all-time-high-of-49m-in-december/?utm_medium=referral&utm_source=pulsenews
  • http://www.huffingtonpost.com/2011/09/08/twitter-stats_n_954121.html#s353851&title=Twitter_Comms
  • Transcript of "Beyond the Buzz: What Actually Makes Money"

    1. 1. Beyond the Buzz:What Actually Makes MoneyThe MBA Version of Digital Marketing Duke MBA Marketing Conference January 25, 2012 Benjamin Rudolph, President & CEO Relevance Advisors
    2. 2. My Old Job
    3. 3. Mobile
    4. 4. Devices925K total devices activated daily - Google
    5. 5. AndroidAs of Nov. 2011, Android had 52.5% of the global smartphone market. – BusinessInsider.com
    6. 6. iPhoneApple has 4% of the phone market, but grabs 52% of the profits. – BusinessInsider.com
    7. 7. Apps109 Million iOS & Android users running apps on their smartphones. – Source: Flurry
    8. 8. AppsThere are over 1,000,000 apps available across the major platforms. – MobileWalla
    9. 9. AppsApp downloads passed 1 billion/week Dec. 25-31, 2011
    10. 10. HTML5336 million phones with HTML5 capabilities were sold globally in 2011. – Strategy Analytics
    11. 11. Go MoThere will be mobile device for every person on earth by 2015. - Google
    12. 12. Amazon Price Check70% of smartphone users use their smartphones while in a store. – Google/IPSOS 2011
    13. 13. SearchSearch from mobile devices is up 5X in the past two years. - Google
    14. 14. Smartphones & SearchGraph Source: Google *Nielsen March 2010More people will access the web via mobile than desktop by 2013– Morgan Stanley Research, April 2010
    15. 15. Mobile Search AdsMobile devices and tablets accounted for 10% of all U.S. search ad clicks in Q4 2011. Source: Marin Software
    16. 16. Landing Pages
    17. 17. Google Mobile Ad RevenueCowen: Google’s Mobile Ad Revenues Could Surge to $5.8B in 2012 - TechCrunch
    18. 18. Mobile AdsIn the U.S., mobile ad revenue surpassed $1B for the first time. - eMarketer
    19. 19. Mobile Ad SpendingU.S. mobile ad spending will grow 47% in 2012, reaching $1.8 billion - eMarketer
    20. 20. Google Click to Call Ads77% have contacted a business via mobile, with 61% calling and 59% visitingthe local business. – Google/IPSOS 2011
    21. 21. Tablets Graph Source: GoogleOver 100MM tablets will be sold in 2012. – Source: Morgan Stanley, Apple
    22. 22. iPad 2Google saw a 440% increase in traffic from tablets in Nov. 2011 vs. Dec. 2010
    23. 23. ShoppingStudy: Apple’s iPhone, iPad account for 90% of mobile purchases - RiskRelevance
    24. 24. Kindle FireKindle Fire sales forecasts: 5M by end of year (2011) – CNN/Money
    25. 25. Social Media
    26. 26. Time Spent OnlineU.S. Citizens spend 16% of their total time online on Facebook.
    27. 27. Advertising
    28. 28. Valuation
    29. 29. Mobile + Facebook In Dec. 2011, the monthly active users of Facebook’s mobile apps passed 300 million. Source: Enders AnalysisAlmost 40% of Facebook Use is by Mobile App – Source: Facebook, Enders Analysis
    30. 30. Timeline
    31. 31. Google+Google+ has 90MM users, up from 40MM 3 months ago. 80% engage every week. - Google
    32. 32. Google+Google+ saw its best traffic month ever in December, with more than 49Million unique US visits to the social network, a 55% increase vs. November.-Source: Experian Hitwise
    33. 33. Google+Search & social are becoming integrated, placing Google & Facebook on a collision course.
    34. 34. Google+
    35. 35. TwitterTwitter has more than 100MM monthly global active users – 50% log in daily. Source: Twitter
    36. 36. Next Steps:How Do You Make Money?
    37. 37. Mobile Dashboard Source: Justin Cutroni, Cutroni.com
    38. 38. MixcloudHave received 100 million free impressions in Facebook with 1% conversion rate.
    39. 39. InsightsSource: Mat Clayton, Mixcloud
    40. 40. EngagementSource: Mat Clayton, Mixcloud
    41. 41. Social Actions Source: Mat Clayton, Mixcloud
    42. 42. Social Actions Source: Mat Clayton, Mixcloud
    43. 43. Resources
    44. 44. Google Analytics Blog http://analytics.blogspot.com/
    45. 45. PaidContent.org http://paidcontent.org/
    46. 46. Google Mobile Ads Blog http://googlemobileads.blogspot.com/
    47. 47. Facebook Blog http://blog.facebook.com/
    48. 48. Avinash Kaushikhttp://www.kaushik.net/avinash/
    49. 49. HiPPOHighest Paid Person’s Opinion
    50. 50. Thank You• Benjamin Rudolph• President & CEO• Relevance Advisors• @benjaminrudolph• Presentation may be viewed at slideshare.net/benjaminrudolph
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