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Jason Cianchette, GMMichael Zane, Sr. Director
Publishers Clearing House  1953          1967          1985        1999             2007        2011Publishers      First ...
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 ...
Mobile Forms Perform Better
Mobile Tips    Develop a mobile optimized landing pagePay close attention to page size and load time             Reduce th...
Offer OptimizationAnalyze       CampaignResults       DatabaseGather Data    Targeting               Plan
Working with PCH     Challenged assumptions: Goal is ROI not                 duplicating the web programStudied existing p...
Mobile Strategy = Results               BEFORE                                      AFTERUser experience was less than ide...
Key Takeaways1 Identify Mobile and Tablet Traffic2 All reporting on KPIs should separate out each platform3 Mobile can be ...
Questions???
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How Enterprise Can Achieve ROI from Mobile

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Transcript of "How Enterprise Can Achieve ROI from Mobile"

  1. 1. Jason Cianchette, GMMichael Zane, Sr. Director
  2. 2. 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
  3. 3. Mobile sessions are now 24% of PCH.com traffic25%20%15%10%5%0% 2010 2011 2012
  4. 4. 19% of PCH emails are opened on a mobile device
  5. 5. 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
  6. 6. Mobile Forms Perform Better
  7. 7. 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.
  8. 8. Offer OptimizationAnalyze CampaignResults DatabaseGather Data Targeting Plan
  9. 9. 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
  10. 10. 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
  11. 11. 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
  12. 12. Questions???
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