Transcript of "How Enterprise Can Achieve ROI from Mobile"
Jason Cianchette, GMMichael Zane, Sr. Director
Publishers Clearing House 1953 1967 1985 1999 2007 2011Publishers First Merchandise PCH.COM Play & Win Liquid Clearing Sweepstakes Introduced Launched Online Wireless House Launched Launched - Acquired Founded PCHgames PCHlotto
Mobile sessions are now 24% of PCH.com traffic25%20%15%10%5%0% 2010 2011 2012
19% of PCH emails are opened on a mobile device
Liquid Wireless Overview Focused exclusively on direct response marketing on mobile devices. Paid on a performance basis CPA or revshare Gather targeting and campaign info Build an optimized mobile siteAnalyze response rates with traditional metrics PLUS mobile: Carrier, Device, Screen size, and keyboard type
Mobile Tips Develop a mobile optimized landing pagePay close attention to page size and load time Reduce the number of form fields Have an open mind and fresh perspective Know device capabilities needed for the campaign Avoid long forms especially with touch devices Don’t run click to call campaigns on devices that can’t call like an iPod Touch or PSP.
Offer OptimizationAnalyze CampaignResults DatabaseGather Data Targeting Plan
Working with PCH Challenged assumptions: Goal is ROI not duplicating the web programStudied existing programs and redesigned for mobile. Created full life cycle data: Impression -> Click -> Conversion -> Email Partnered with Search & Win
Mobile Strategy = Results BEFORE AFTERUser experience was less than ideal – User experience greatly improved fordesktop pages on mobile devices mobile audienceRevenue was negatively impacted as ads Revenue was positively impacted as adsand offers meant for desktop were less and offers meant for mobile were noweffective on mobile shown on mobileRPMs for mobile traffic were 20% lower RPMs for mobile traffic is now 30%as a result higher than desktop as a result
Key Takeaways1 Identify Mobile and Tablet Traffic2 All reporting on KPIs should separate out each platform3 Mobile can be broken out further to operating system and device4 Create teams focused on mobile execution5 Include mobile marketing in strategic plans