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

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

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

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

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

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

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

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

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

WHO USES THE MOBILE WEB? Data-Driven Mobile Marketing

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

Mostly Males between 25-34

Generally Affluent, with HoH income > $100k

Smartphone/iPhone Users biggest consumers of mobile content

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

Young women surpass business professionals in mobile Internet usage

Lower income users ($25k-$49k) fastest growing segment of iPhone users

FIND YOUR IDEAL MOBILE USER Persona-Driven Mobile Marketing

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

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

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

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

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

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

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

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