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Meet Your Mobile Web User
 

Meet Your Mobile Web User

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Persona-driven mobile marketing

Persona-driven mobile marketing

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    Meet Your Mobile Web User Meet Your Mobile Web User Presentation Transcript

    • 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
    • Agenda
      • Introduction
      • Why Mobile? Why Now?
      • Who Uses the Mobile Web?
      • How to Find Your Ideal Mobile Web User
    • 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
    • Search Marketing Solutions for the World’s Top Brands
    • Better Targeting Can Make This Your “Year of Mobile”
    • WHY MOBILE? WHY NOW?
      • Making a Business Case for Mobile Marketing
    • 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
    • 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
    • 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
    • WHO USES THE MOBILE WEB?
      • Data-Driven Mobile Marketing
    • 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
    • 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
    • FIND YOUR IDEAL MOBILE USER
      • Persona-Driven Mobile Marketing
    • 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
    • Gather Data: Mobile Keyword Research http://www.brysonmeunier.com/finding-the-google-mobile-keyword-tool/
    • Gather Data: Mobile Keyword Research
    • Gather Data: Mobile Keyword Research http://www.google.com/webmasters
    • 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
    • Gather Data: Mobile Analytics http://www.brysonmeunier.com/mobile-analytics-with-google-analytics/
    • Gather Data: Mobile Analytics http://www.brysonmeunier.com/the-mobile-seo-s-guide-to-mobile-analytics/
    • 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
    • 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
    • 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
    • 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
    • Thank You!
      • Twitter.com/BrysonMeunier
      • Facebook.com/BrysonMeunier
      • BrysonMeunier.com
      • Hand me a business card for a copy of the presentation
    • APPENDIX
    • Nielsen Mobile Demographics, Q2 2009