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Meet Your Ideal Mobile Web User Persona-Driven Mobile Marketing Bryson Meunier Natural Search Associate Director, Content ...
Agenda <ul><li>Introduction </li></ul><ul><li>Why Mobile? Why Now? </li></ul><ul><li>Who Uses the Mobile Web? </li></ul><u...
Resolution Media Overview <ul><li>85+ dedicated search marketing professionals </li></ul><ul><li>Headquartered in Chicago,...
Search Marketing Solutions for the World’s Top Brands
Better Targeting Can Make This Your “Year of Mobile”
WHY MOBILE? WHY NOW? <ul><li>Making a Business Case for Mobile Marketing </li></ul>
Why Mobile? It’s Growing <ul><li>107% Growth in US Mobile Internet users US 2008 to 2009 </li></ul><ul><li>Paid mobile sea...
Why Mobile? It’s Already Big <ul><li>32% of all Americans have gotten online with a mobile device </li></ul><ul><li>4 Bill...
Why Now? <ul><li>Marketers who experiment early will be poised to take advantage of explosive growth </li></ul><ul><li>Res...
WHO USES THE MOBILE WEB? <ul><li>Data-Driven Mobile Marketing </li></ul>
Mobile Audience <ul><li>Mostly Males between 25-34 </li></ul><ul><li>Generally Affluent, with HoH income > $100k </li></ul...
Mobile Becoming Popular Medium <ul><li>Young women surpass business professionals in mobile Internet usage </li></ul><ul><...
FIND YOUR IDEAL MOBILE USER <ul><li>Persona-Driven Mobile Marketing </li></ul>
Digital Behavior Analysis <ul><li>Market research based on search behavior and web activity </li></ul><ul><li>Larger sampl...
Gather Data: Mobile Keyword Research http://www.brysonmeunier.com/finding-the-google-mobile-keyword-tool/
Gather Data: Mobile Keyword Research
Gather Data: Mobile Keyword Research http://www.google.com/webmasters
Gather Data: Mobile Keyword Research <ul><li>Incorporate high volume keywords into mobile web copy, SMS or other forms of ...
Gather Data: Mobile Analytics http://www.brysonmeunier.com/mobile-analytics-with-google-analytics/
Gather Data: Mobile Analytics http://www.brysonmeunier.com/the-mobile-seo-s-guide-to-mobile-analytics/
Gather Data: Mobile Analytics <ul><li>Geo-location: where your users are consuming mobile content </li></ul><ul><li>Season...
Build Persona from Additional Data <ul><li>Digital Persona 1: Mr. Green and Gold  </li></ul><ul><li>Name: Dennis Meyer </l...
Build Persona from Additional Data <ul><li>Digital Persona 1: Mr. Green and Gold  </li></ul><ul><li>Dennis Needs: </li></u...
Build Persona from Additional Data <ul><li>Messaging to Digital Persona 1: </li></ul><ul><li>potential brand message </li>...
Thank You! <ul><li>Twitter.com/BrysonMeunier </li></ul><ul><li>Facebook.com/BrysonMeunier </li></ul><ul><li>BrysonMeunier....
APPENDIX
Nielsen Mobile Demographics, Q2 2009
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Meet Your Mobile Web User

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Meet Your Mobile Web User

  1. 1. Meet Your Ideal Mobile Web User Persona-Driven Mobile Marketing Bryson Meunier Natural Search Associate Director, Content Solutions Presented to the Milwaukee Interactive Marketing Association Ambassador Hotel, September 17, 2009
  2. 2. Agenda <ul><li>Introduction </li></ul><ul><li>Why Mobile? Why Now? </li></ul><ul><li>Who Uses the Mobile Web? </li></ul><ul><li>How to Find Your Ideal Mobile Web User </li></ul>
  3. 3. Resolution Media Overview <ul><li>85+ dedicated search marketing professionals </li></ul><ul><li>Headquartered in Chicago, IL with offices in NYC, Los Angeles and San Francisco </li></ul><ul><li>Acquired by Omnicom Media Group in 2005 </li></ul><ul><li>Manage $150 MM in Paid Search Media </li></ul><ul><li>Enterprise-Level Search Engine Optimization & Website Conversion Optimization </li></ul>
  4. 4. Search Marketing Solutions for the World’s Top Brands
  5. 5. Better Targeting Can Make This Your “Year of Mobile”
  6. 6. WHY MOBILE? WHY NOW? <ul><li>Making a Business Case for Mobile Marketing </li></ul>
  7. 7. Why Mobile? It’s Growing <ul><li>107% Growth in US Mobile Internet users US 2008 to 2009 </li></ul><ul><li>Paid mobile search spend worldwide is forecast to grow from $260.60m in 2009 to $2,977.30m in 2012. </li></ul><ul><li>In 2011, smartphone search rates are expected to exceed PC search rates of 2007 </li></ul>Source: comScore March 2009; eMarketer, March 2009, Gartner
  8. 8. Why Mobile? It’s Already Big <ul><li>32% of all Americans have gotten online with a mobile device </li></ul><ul><li>4 Billion:1 Billion = Active Mobile Devices Worldwide to Active PCs </li></ul><ul><li>63 Million Monthly US Mobile Searchers </li></ul><ul><li>240 MM Mobile Browsers Shipped in 2009 to 200 MM Computer Browsers </li></ul>Source: Pew Internet; comScore March 2009, IDC, comScore, IAB and Merrill Lynch Estimates
  9. 9. Why Now? <ul><li>Marketers who experiment early will be poised to take advantage of explosive growth </li></ul><ul><li>Response rates often higher (more than 10% CTR Lexus display ad on FastCompany) 1 </li></ul><ul><li>Certain industries see more traffic and engagement via mobile than desktop 2 </li></ul><ul><li>Relatively low barrier to entry </li></ul>1. http://www.crispwireless.com/blog/09/09/4/mobile-web-sponsorship-alternative-cpm 2. http://adage.com/digital/article?article_id=122885
  10. 10. WHO USES THE MOBILE WEB? <ul><li>Data-Driven Mobile Marketing </li></ul>
  11. 11. Mobile Audience <ul><li>Mostly Males between 25-34 </li></ul><ul><li>Generally Affluent, with HoH income > $100k </li></ul><ul><li>Smartphone/iPhone Users biggest consumers of mobile content </li></ul>Source: Nielsen, September 2009
  12. 12. Mobile Becoming Popular Medium <ul><li>Young women surpass business professionals in mobile Internet usage </li></ul><ul><li>Lower income users ($25k-$49k) fastest growing segment of iPhone users </li></ul>Source: Women and Digital Life Study, May 2009 and comScore All About the iPhone, October 2008
  13. 13. FIND YOUR IDEAL MOBILE USER <ul><li>Persona-Driven Mobile Marketing </li></ul>
  14. 14. Digital Behavior Analysis <ul><li>Market research based on search behavior and web activity </li></ul><ul><li>Larger sample size and more accurate than traditional market research </li></ul><ul><li>Personas based on research created to aid creatives in messaging </li></ul>
  15. 15. Gather Data: Mobile Keyword Research http://www.brysonmeunier.com/finding-the-google-mobile-keyword-tool/
  16. 16. Gather Data: Mobile Keyword Research
  17. 17. Gather Data: Mobile Keyword Research http://www.google.com/webmasters
  18. 18. Gather Data: Mobile Keyword Research <ul><li>Incorporate high volume keywords into mobile web copy, SMS or other forms of mobile advertising to connect with mobile consumers </li></ul><ul><li>Use with mobile analytics to create mobile persona </li></ul>
  19. 19. Gather Data: Mobile Analytics http://www.brysonmeunier.com/mobile-analytics-with-google-analytics/
  20. 20. Gather Data: Mobile Analytics http://www.brysonmeunier.com/the-mobile-seo-s-guide-to-mobile-analytics/
  21. 21. Gather Data: Mobile Analytics <ul><li>Geo-location: where your users are consuming mobile content </li></ul><ul><li>Seasonality: Correlate search trends with marketing campaigns or events </li></ul><ul><li>Engagement: Content reports, bounce rate and time on site indicate the type of content your consumer is most interested in </li></ul>
  22. 22. Build Persona from Additional Data <ul><li>Digital Persona 1: Mr. Green and Gold </li></ul><ul><li>Name: Dennis Meyer </li></ul><ul><li>Age: 28 </li></ul><ul><li>Location: Wasau, WI </li></ul><ul><li>Income: $80k </li></ul><ul><li>Occupation: HR Manager </li></ul>
  23. 23. Build Persona from Additional Data <ul><li>Digital Persona 1: Mr. Green and Gold </li></ul><ul><li>Dennis Needs: </li></ul><ul><li>Up to date information on everything Packer-related </li></ul><ul><li>Scores, schedules and tickets wherever he is </li></ul>
  24. 24. Build Persona from Additional Data <ul><li>Messaging to Digital Persona 1: </li></ul><ul><li>potential brand message </li></ul><ul><li>create landing pages optimized for Packer tickets accessible via mobile device </li></ul><ul><li>Optimize press releases </li></ul><ul><li>Create behaviorally targeted mobile advertising campaign for tickets on ESPN Mobile </li></ul>
  25. 25. Thank You! <ul><li>Twitter.com/BrysonMeunier </li></ul><ul><li>Facebook.com/BrysonMeunier </li></ul><ul><li>BrysonMeunier.com </li></ul><ul><li>Hand me a business card for a copy of the presentation </li></ul>
  26. 26. APPENDIX
  27. 27. Nielsen Mobile Demographics, Q2 2009

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