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(5) MISTAKES EVERYONE MAKES …
AND HOW TO AVOID THEM
How to Start in
Mobile Marketing
ALEXANDER TSATKIN
VP OF MOBILE, MEDIA...
…………
……
…….. Mobile Growth1
5 Common Mobile Mistakes2
3 Making the Most of Mobile
………4 Summary
AGENDA
………5 Q&A
www.MediaWh...
WHO IS THIS GUY
ANYWAY?
• 7 years’ experience in direct response and affiliate
marketing
• Running exclusively on mobile t...
1
..................
MOBILE
GROWTH
MOBILE
OPPORTUNITIES
• Fragmented marketplace with no clear dominant winner
• Supply (mobile inventory) growing faster tha...
MOBILE GROWTH
DAILY CONSUMPTION IN MILLIONS
MOBILE MARKETING SPENDING
SHARE OF TOTAL
MOBILE ADVERTISING BY REGION
WORLDWID...
2
..................
TOP-5
MOBILE
MISTAKES
5 COMMON MOBILE
MISTAKES
1. Using Strategies from Other Channels
2. Evaluating Quality Too Early
3. Focusing on Smart Phon...
MISTAKE #1:
USING STRATEGIES FROM OTHER
CHANNELS
• Mobile is a unique traffic source — unlike anything
we’ve seen before
•...
MOBILE’S 3RD
DIMENSION
2D MARKETING 3D MARKETING
www.MediaWhiz.com
Variables Unique
to Mobile
•Carrier / ISP
•Manufacturer
Handsets
•Operating Systems
and Platforms
•Creative Assets
MOBILE ...
MISTAKE #2:
EVALUATING QUALITY TOO SOON
• Quality on Mobile can vary drastically
• Ad networks and traffic vendors
• In-ap...
MISTAKE #3:
FOCUSING ON SMARTPHONES
ONLY
• Smartphones account for only 50% of phones in use*
• Approx. 50% of ALL mobile ...
OTHER DEVICES TO CONSIDER
• Feature phones — OS, platform and
manufacturer battles
• Tablets — Kindle, iPad, Nexus all wor...
MISTAKE #4:
USING THE WRONG TRACKING &
ANALYTICS
• Tracking in a cookieless
world
• UDID, Apple IFA , OpenID,
Odin, Androi...
MOBAFF TRACKER & MOBIT
www.MediaWhiz.com
MISTAKE #5:
NOT DIVERSIFYING
ENOUGH
• Mobile is VERY
fragmented
• No single dominant
player
• New entrants and
traffic typ...
3
..................
MAKING
THE MOST
OF
MOBILE
MAKING THE MOST OF
YOUR MOBILE BUDGET
• Block WiFi traffic
• Start with mobile-enabled Web instead of
mobile app traffic
•...
MAKING THE MOST OF
YOUR CREATIVE
ASSETS
Zoosk Android App Bank of America
www.MediaWhiz.com
WHAT’S WRONG WITH
THESE ADS?
www.MediaWhiz.com
4
..................
KEY
TAKEAWA
YS
KEY TAKEAWAYS
• Mobile is here
•Jump right in and don’t miss the gravy
train
• Forget what you know — accept that
mobile i...
QUESTIONS?
www.MediaWhiz.com
THANK
YOU!ALEX TSATKIN
VP OF MOBILE, MEDIAWHIZ
ATSATKIN@MEDIAWHIZ.COM
www.MediaWhiz.com
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Advertisers: How to Start in Mobile Marketing

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This presentation is from Affiliate Summit East 2013 (August 18-20, 2013) in Philadelphia, PA). Session Description: Start capitalizing on mobile traffic. Discover strategies on how to mobilize your offers and track across various mobile traffic types including email, SMS, display, push, and more.

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Advertisers: How to Start in Mobile Marketing

  1. 1. (5) MISTAKES EVERYONE MAKES … AND HOW TO AVOID THEM How to Start in Mobile Marketing ALEXANDER TSATKIN VP OF MOBILE, MEDIAWHIZ www.MediaWhiz.com
  2. 2. ………… …… …….. Mobile Growth1 5 Common Mobile Mistakes2 3 Making the Most of Mobile ………4 Summary AGENDA ………5 Q&A www.MediaWhiz.com
  3. 3. WHO IS THIS GUY ANYWAY? • 7 years’ experience in direct response and affiliate marketing • Running exclusively on mobile traffic for >2 years • Published 14-Day Mobile Mastery Guide • Founder of MobAff — mobile performance network • Acquired by MediaWhiz, a Matomy Media Group company • Built industry-leading mobile tracking solution www.MediaWhiz.com
  4. 4. 1 .................. MOBILE GROWTH
  5. 5. MOBILE OPPORTUNITIES • Fragmented marketplace with no clear dominant winner • Supply (mobile inventory) growing faster than demand (mobile advertisers) • New opportunities constantly emerging • Push Notification (Android) • SMS Marketing (LeadsMob) • New Buying Platforms (TapIt) • Traditional Traffic Going Mobile (Facebook) • New funnel strategies to better monetize data • Mobile SEO almost untouched www.MediaWhiz.com
  6. 6. MOBILE GROWTH DAILY CONSUMPTION IN MILLIONS MOBILE MARKETING SPENDING SHARE OF TOTAL MOBILE ADVERTISING BY REGION WORLDWIDE 2011-15 Source: Gartner Research 2011 www.MediaWhiz.com
  7. 7. 2 .................. TOP-5 MOBILE MISTAKES
  8. 8. 5 COMMON MOBILE MISTAKES 1. Using Strategies from Other Channels 2. Evaluating Quality Too Early 3. Focusing on Smart Phones Only 4. Using The Wrong Tracking and Analytics 5. Not Diversifying Enough www.MediaWhiz.com
  9. 9. MISTAKE #1: USING STRATEGIES FROM OTHER CHANNELS • Mobile is a unique traffic source — unlike anything we’ve seen before • Display • Search • Social • Email • Need to consider mobile variables that affect performance • Mobile Marketing is 3D Marketing www.MediaWhiz.com
  10. 10. MOBILE’S 3RD DIMENSION 2D MARKETING 3D MARKETING www.MediaWhiz.com
  11. 11. Variables Unique to Mobile •Carrier / ISP •Manufacturer Handsets •Operating Systems and Platforms •Creative Assets MOBILE VARIABLES www.MediaWhiz.com
  12. 12. MISTAKE #2: EVALUATING QUALITY TOO SOON • Quality on Mobile can vary drastically • Ad networks and traffic vendors • In-app / Mobile-enabled Web / Mobile Web • Traffic type: Display, Incent, Push, Search • Carrier vs. WiFi traffic • Platforms and devices www.MediaWhiz.com
  13. 13. MISTAKE #3: FOCUSING ON SMARTPHONES ONLY • Smartphones account for only 50% of phones in use* • Approx. 50% of ALL mobile phones are feature phones • % use of feature phones higher in older demographics www.MediaWhiz.com
  14. 14. OTHER DEVICES TO CONSIDER • Feature phones — OS, platform and manufacturer battles • Tablets — Kindle, iPad, Nexus all work well for certain offers • Phablets — Phone + Tablet • Wearable devices — low-energy Bluetooth technology • Others … www.MediaWhiz.com
  15. 15. MISTAKE #4: USING THE WRONG TRACKING & ANALYTICS • Tracking in a cookieless world • UDID, Apple IFA , OpenID, Odin, Android ID, Device Fingerprinting ... • Server-2-Server tracking most accurate and cross- platform compatible www.MediaWhiz.com
  16. 16. MOBAFF TRACKER & MOBIT www.MediaWhiz.com
  17. 17. MISTAKE #5: NOT DIVERSIFYING ENOUGH • Mobile is VERY fragmented • No single dominant player • New entrants and traffic types • Technology evolving quickly • Mobile RTB www.MediaWhiz.com
  18. 18. 3 .................. MAKING THE MOST OF MOBILE
  19. 19. MAKING THE MOST OF YOUR MOBILE BUDGET • Block WiFi traffic • Start with mobile-enabled Web instead of mobile app traffic • Track site IDs and placements • Speed Kills — Maximize your redirect and page load times www.MediaWhiz.com
  20. 20. MAKING THE MOST OF YOUR CREATIVE ASSETS Zoosk Android App Bank of America www.MediaWhiz.com
  21. 21. WHAT’S WRONG WITH THESE ADS? www.MediaWhiz.com
  22. 22. 4 .................. KEY TAKEAWA YS
  23. 23. KEY TAKEAWAYS • Mobile is here •Jump right in and don’t miss the gravy train • Forget what you know — accept that mobile is unique • Track, track and track some more • Mobile marketing and technology is constantly evolving www.MediaWhiz.com
  24. 24. QUESTIONS? www.MediaWhiz.com
  25. 25. THANK YOU!ALEX TSATKIN VP OF MOBILE, MEDIAWHIZ ATSATKIN@MEDIAWHIZ.COM www.MediaWhiz.com

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