Introduction to Mobile Marketing for Entrepreneurs


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An introductory presentation on the role of mobile in Entrepreneurial Marketing for the University of Washington's Foster School for Business.

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  • Think about your first phone. Think about what it used to look like. Think about what features it had, what could it do. Do you even remember the name? I remember mine. It was a Nokia 5180 and it had snake. It was on the VoiceStream network, now US’s T-MobileNow take out the phone you have today.
  • The first mobile phone was released in 1973. Now, 9 out of 10 people in the US have a mobile device.I have been in this industry for 7 years and every year, someone says “its’ the year of mobile” It’s finally arrived.My name is Troy Morris, and I run the marketing for WhitePages’s mobile presence. We have over 15 million downloads and counting. I’m excited to be here today. There’s a lot to cover, and I want to leave time at the end for questions, but after the next 20 or so minutes, you will have a basic understanding to be at the front of the pack when your company launches– if you’ve already launched, then you can begin marketing on mobile right away.
  • You cannot run a business, much less start one, without mobile as part of the equation.
  • Mobile builds habits thanks to it’s experiential nature. Because of it’s ubiquity, you must understand the environment you’ll be used in (In a restaurant with friends? Sitting on a couch, watching TV? In a car?)No if ands or buts, you need mobile marketing
  • I don’t care. Have one. Build it first. You can have a mobile optimized site work on desktop, but not the other way around. It also is a great exercise in achieving Minimal Viable Product and making sure you have the leanest service, product, user flow, website, etc.1.5-2 seconds (known brand, or known intent, 2.5-3 seconds)There are many ways to build a website, from a .mobi site, to google places, building your own or outsourcing it.
  • Mobile is representing 35-50% of many sites traffic daily through Search. (Yelp, WhitePages ,Zillow) PPC is cheaper, can be optimized based on conversions to webpage or download
  • There are apps that are just apps, there are apps that build brands and there are apps that are extensions of existing products.Take out your phone, look at how many apps you have, and then think about how many you actually use. The average smartphone user has 65 apps, but only 15 are used weekly.Make sure you have a business case for building an app, don’t get sucked into the hype. There is 15B spent on making apps but only 2.8B paid out to app devs. Nearly 1MM apps between iOS and Android
  • I can get clicks for a nickel, or a dime, but it’s getting difficult and many are now asking upwards of a quarter. CPMs can be as high as $25.I am cautious of in-app ads because of where the ads get placed. Mobile web offers a lot more contextuality.CTRs on categories vary, but be wary– make sure it’s a good fit and many times, Games will give you meaningless clicks.If you can take advantage now, do it. Don’t wait.
  • There are lots of solutions, Google Adwords, Flurry, etc. Do one or two, don’t do them all, but do something.
  • 2012 is finally the year of mobile. The Mobile World Congress was last week in Barcelona, which had over 60,000 attendees. Not bad for the four year old event.The writing is on the wall, mobile is changing the way we live our lives– and the way we run and market our businesses. It’s young and is being adopted faster than the internet was. By the time I speak again, this presentation will, quite possible, be out of date.
  • 3/15, 10am PDT: GoMo: Mobilize your Site and Maximize your Advertising
  • Introduction to Mobile Marketing for Entrepreneurs

    1. 1. | Entrepreneurial Marketing in MobilePrepared for UW’s Foster School of Business’s Marketing 555 By Troy Morris
    2. 2. History of Mobile | Subscribers 350,000,000 300,000,000 250,000,000 200,000,000 150,000,000 100,000,000 50,000,000 0 WhitePages Confidential
    3. 3. Key Mobile Facts |•238 Million Phones in U.S. capable of browsing the web.• For the first time ever, more people own Smart Phones than Feature Phones Subscribers 120,000,000 100,000,000 80,000,000 Verizon 60,000,000 AT&T Sprint 40,000,000 T-Mobile 20,000,000 0 Verizon AT&T Sprint T-Mobile WhitePages Confidential
    4. 4. A Shift in Marketing • Marketing on mobile is the same as all other marketing: KNOW YOUR AUDIENCE • Marketing on mobile is totally different than all other forms of marketing: IT’S EXPERIENTIAL WhitePages Confidential
    5. 5. Part of Marketing•Mobile Site•Mobile Search•Mobile Ad Networks•Mobile App/HTML 5 WhitePages Confidential
    6. 6. Mobile Site• One Rule: speed 1H 2011 2H 2011 3.5 seconds 2 seconds 8 MM 14.5 MM searches searches Normalized for traffic fluctuations WhitePages Confidential
    7. 7. Mobile Search | • SEO – about the same on mobile as desktop. 302 redirects are best  This is changing. • Think about the experience and environment your users are in:  Keywords: less  Location: critical | WhitePages Confidential
    8. 8. Mobile App | • $30,000 is the average price • Unless your business model can prove it, use it just for distribution leveraging HTML5 the-day WhitePages Confidential
    9. 9. Ad Networks• Cheap, but rising costs.• Lots of ad networks, so diversify• In-App vs. Mobile Web• CTR by category vary, but be wary. WhitePages Confidential
    10. 10. Analytics!• Do not do anything without it. You’re flying blind. WhitePages Confidential
    11. 11. Age of Mobile WhitePages Confidential
    12. 12. Resources • • @TroyJMorris • GigaOM – Mobile • mocoNews • Google blogs • • • • on.pdf • experience.php • WhitePages Confidential