Mobile Marketing Trends and Strategies

HOW TO MASTER MOBILEMARKETINGBy: ALEXANDER TSATKIN

Mobile Marketing isHere to Stay• We have been doing exclusively mobile as a traffic source for over a year• Our training methodology has helped dozens of mobile marketers succeed with various mobile traffic• Generated 14,500,000 clicks 240,000 conversions on our performance network• Over $1,800,000 in sales in just 6 months• “Mobile Ad Spending In The U.S. Expected To Grow 65 Percent In 2011 To $1.2 Billion” TechCrunch

EmarketerMobileGrowthAnalysis

Mobile opportunities• Supply (mobile inventory) growing faster than demand (mobile advertisers) resulting in cheap clicks• New opportunities constantly emerging • Push Notification (Android) • SMS Marketing (LeadsMob) • New Buying Platforms (TapIt) • Traditional Traffic Going Mobile (Facebook)• Fragmented marketplace with no dominant player• Mobile SEO• Mobile Search• Hyper Localized Marketing

Typical new trafficlifecycle1. Users migrate to new traffic source (Search, Facebook, PPV)2. Few brands know how to effectively market resulting in extra supply and cheap traffic3. Direct response advertisers and affiliates work to develop strategies that yield favorable results to fill in the gaps left by branding advertisers4. Agencies and vendors adopt proven strategies developed above and utilize them for branded campaigns5. Market saturation and price for traffic increase dramatically

Mobile is 3dMarketing 2D Marketing 3D Marketing

Mobile variablesVariables that effectperformance:•Carrier/Telco vs Wifi•Operating System•OS Version•Tablet vs Phone vs iPod•Device Model Name•App vs Wap Traffic•Day/Week Parting•Creative•Creative Size•Landing Pages

How to scale effectivelyMobaff partner casestudy

Who is Mobaff’s #1partner?• FlipSite Media is always MobAff’s #1 traffic partner• Roughly 20% of volume network wide• Consistently hitting $100,000 to $200,000 in revenue per month• 100% Mobile Traffic

Keys to Success1. How to Pick Offers for Mobile2. Systemize Your Process3. Outsource and Let Go…4. Diversify Horizontally and Vertically5. Build Technology

1. Cherry PickingMobile Offers• Everything Works on Mobile •Premium SMS – Ringtones, Promo, 2 click flow •Lead Generation – Long form including SS# •App Downloads – Need $1.00 + typically for display •Pay Per Call – Click to call + Search = Win• Checklist for evaluating offers • Will this offer appeal to 1/100 • Does the offer function properly on phones • How does the offer track conversions (S2S)• KNOW YOUR METRICS!!

2. Systemize YourProcessThe process:•How to evaluate new offers•How to use your budgeteffectively•How you scale acrossverticals and channels•Campaign lifecycle fromlaunch, testing, optimizing,scale•When its time to stop acampaignExample of a decision treewhen optimizing campaigns

Systemize cont.• Keep track of Daily, Weekly, Monthly, Quarterly Income• Track which traffic sources are yielding best results• Spot opportunities and unprofitability quicker• Set goals and realistic expectations

3. Outsource• Tasks you can outsource • Design Work Banners and LPs • Uploading Campaigns • Coding/Scripts • Checking Performance Daily • Data Entry• Tools you can use • Project Management (Basecamp, Asana, Do.com) • Freelancer Websites (oDesk, Guru, etc) • Screen Sharing (Skype, Screen Cast) • Training Documentation (Wiki, Wordpress)

4. Diversify

5. Technology• This can be one of the most powerful tools to separate you from the pack• If you need something and nothing out there exists, build it yourself• Focus on things that impact bottom line instead of “nice to haves”• Built it lean and without bells and whistles first• Examples: • Carrier redirect scripts • Campaign upload Macros/Script • Banner management tool

Technology Cont.

The endBut WaitThere’smore…

5 Tricks to help Youprofit While Testing1. Block WiFi traffic – Wifi traffic tends to be kids and also doesn’t allow you to segment your data by carrier2. Block App traffic – Tends to be more gaming focused with more rampant click fraud and poorer quality traffic3. Track site id’s or placements – Vitally important since there is so much poor quality traffic. Sometimes simply blocking one publisher can get your profitable4. Focus on high CTR first – Every ad network optimizes for their eCPM meaning the higher the CTR of your creative the more impressions and cheaper the traffic5. Watch your redirect speed – Every millisecond counts make sure to avoid extra redirects and ensure the fastest and minimal design on your mobile landing pages

Summary with Q/a• Key Takeaways • Mobile is growing rapidly don’t miss the gravy train • There’s more variables in 3D Mobile Marketing(carrier, handset, os, etc) • Everything can and does work on mobile • Systemize and outsource • Scale horizontally and vertically (diversify) • Build proprietary technology and tools • Block WiFi and Apps while testingThank you again for following this presentation. If you would like to work with MobAff send your inquiry to:contact@mobaff.com

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Mobile Marketing Trends and Strategies

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