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Meet Your Mobile Web User

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Persona-driven mobile marketing

Persona-driven mobile marketing

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  • 1. Meet Your Ideal Mobile Web User Persona-Driven Mobile Marketing Bryson Meunier Natural Search Associate Director, Content Solutions Presented to the Milwaukee Interactive Marketing Association Ambassador Hotel, September 17, 2009
  • 2. Agenda
    • Introduction
    • Why Mobile? Why Now?
    • Who Uses the Mobile Web?
    • How to Find Your Ideal Mobile Web User
  • 3. Resolution Media Overview
    • 85+ dedicated search marketing professionals
    • Headquartered in Chicago, IL with offices in NYC, Los Angeles and San Francisco
    • Acquired by Omnicom Media Group in 2005
    • Manage $150 MM in Paid Search Media
    • Enterprise-Level Search Engine Optimization & Website Conversion Optimization
  • 4. Search Marketing Solutions for the World’s Top Brands
  • 5. Better Targeting Can Make This Your “Year of Mobile”
  • 6. WHY MOBILE? WHY NOW?
    • Making a Business Case for Mobile Marketing
  • 7. Why Mobile? It’s Growing
    • 107% Growth in US Mobile Internet users US 2008 to 2009
    • Paid mobile search spend worldwide is forecast to grow from $260.60m in 2009 to $2,977.30m in 2012.
    • In 2011, smartphone search rates are expected to exceed PC search rates of 2007
    Source: comScore March 2009; eMarketer, March 2009, Gartner
  • 8. Why Mobile? It’s Already Big
    • 32% of all Americans have gotten online with a mobile device
    • 4 Billion:1 Billion = Active Mobile Devices Worldwide to Active PCs
    • 63 Million Monthly US Mobile Searchers
    • 240 MM Mobile Browsers Shipped in 2009 to 200 MM Computer Browsers
    Source: Pew Internet; comScore March 2009, IDC, comScore, IAB and Merrill Lynch Estimates
  • 9. Why Now?
    • Marketers who experiment early will be poised to take advantage of explosive growth
    • Response rates often higher (more than 10% CTR Lexus display ad on FastCompany) 1
    • Certain industries see more traffic and engagement via mobile than desktop 2
    • Relatively low barrier to entry
    1. http://www.crispwireless.com/blog/09/09/4/mobile-web-sponsorship-alternative-cpm 2. http://adage.com/digital/article?article_id=122885
  • 10. WHO USES THE MOBILE WEB?
    • Data-Driven Mobile Marketing
  • 11. Mobile Audience
    • Mostly Males between 25-34
    • Generally Affluent, with HoH income > $100k
    • Smartphone/iPhone Users biggest consumers of mobile content
    Source: Nielsen, September 2009
  • 12. Mobile Becoming Popular Medium
    • Young women surpass business professionals in mobile Internet usage
    • Lower income users ($25k-$49k) fastest growing segment of iPhone users
    Source: Women and Digital Life Study, May 2009 and comScore All About the iPhone, October 2008
  • 13. FIND YOUR IDEAL MOBILE USER
    • Persona-Driven Mobile Marketing
  • 14. Digital Behavior Analysis
    • Market research based on search behavior and web activity
    • Larger sample size and more accurate than traditional market research
    • Personas based on research created to aid creatives in messaging
  • 15. Gather Data: Mobile Keyword Research http://www.brysonmeunier.com/finding-the-google-mobile-keyword-tool/
  • 16. Gather Data: Mobile Keyword Research
  • 17. Gather Data: Mobile Keyword Research http://www.google.com/webmasters
  • 18. Gather Data: Mobile Keyword Research
    • Incorporate high volume keywords into mobile web copy, SMS or other forms of mobile advertising to connect with mobile consumers
    • Use with mobile analytics to create mobile persona
  • 19. Gather Data: Mobile Analytics http://www.brysonmeunier.com/mobile-analytics-with-google-analytics/
  • 20. Gather Data: Mobile Analytics http://www.brysonmeunier.com/the-mobile-seo-s-guide-to-mobile-analytics/
  • 21. Gather Data: Mobile Analytics
    • Geo-location: where your users are consuming mobile content
    • Seasonality: Correlate search trends with marketing campaigns or events
    • Engagement: Content reports, bounce rate and time on site indicate the type of content your consumer is most interested in
  • 22. Build Persona from Additional Data
    • Digital Persona 1: Mr. Green and Gold
    • Name: Dennis Meyer
    • Age: 28
    • Location: Wasau, WI
    • Income: $80k
    • Occupation: HR Manager
  • 23. Build Persona from Additional Data
    • Digital Persona 1: Mr. Green and Gold
    • Dennis Needs:
    • Up to date information on everything Packer-related
    • Scores, schedules and tickets wherever he is
  • 24. Build Persona from Additional Data
    • Messaging to Digital Persona 1:
    • potential brand message
    • create landing pages optimized for Packer tickets accessible via mobile device
    • Optimize press releases
    • Create behaviorally targeted mobile advertising campaign for tickets on ESPN Mobile
  • 25. Thank You!
    • Twitter.com/BrysonMeunier
    • Facebook.com/BrysonMeunier
    • BrysonMeunier.com
    • Hand me a business card for a copy of the presentation
  • 26. APPENDIX
  • 27. Nielsen Mobile Demographics, Q2 2009