HOW TO MASTERMOBILEMARKETING(5) MISTAKES EVERYONE MAKES AND HOW TOAVOID THEM
EMARKETERGROWTHANALYSIS
MOBILEOPPORTUNITIES•   Fragmented marketplace with no clear dominant winner•   Supply (mobile inventory) growing faster th...
WHO IS THIS GUYANYWAY?•   Over 5 years experience in direct response and affiliate    marketing•   Running exclusively on ...
MISTAKE#1USING OUTDATEDSTRATEGIES•   Mobile is a completely unique traffic source    •Search    •Social    •Display    •PP...
MOBILE IS 3DMARKETING    2D Marketing   3D Marketing
MOBILE VARIABLESVariables Unique to Mobile:•Carrier/Telco vs Wifi•Android vs iOS vs Other•Tablet vs Phone vs Other•Device ...
MISTAKE #2EVALUATING QUALITY TOO SOON•   Quality on Mobile can vary drastically    •App Traffic (Gaming)    •3rd Tier Carr...
MISTAKE #3FOCUSING ON SMART PHONESONLY•   According to PEW Internet Research smart phones    account for only 50% of phone...
MISTAKE #4NOT USING MOBILE TRACKING•   Mobile identification technology isn’t perfect    •Carrier Lookup    •Handset Looku...
MISTAKE #5NOT DIVERSIFYINGTRAFFIC•   No single dominant player in mobile•   Each network has strengths/weaknesses    •Inte...
SUMMARY•   Mistake #1 : Outdated Strategies•   Mistake #2 : Evaluating Quality•   Mistake #3 : Feature Phones•   Mistake #...
BUT WAIT…THERE’S MORE
OFFERS THAT WORKON MOBILE•   Everything Works on Mobile    •Premium SMS – Ringtones, Promo, 2 click flow    •Lead Generati...
TRICKS TO HELPWITH TESTING1. Block WiFi traffic – By blocking wifi you will get more data   about the carriers and types o...
5 Mobile Marketing Mistakes | ASE2012
5 Mobile Marketing Mistakes | ASE2012
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5 Mobile Marketing Mistakes | ASE2012

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5 Mobile Marketing Mistakes | ASE2012

  1. 1. HOW TO MASTERMOBILEMARKETING(5) MISTAKES EVERYONE MAKES AND HOW TOAVOID THEM
  2. 2. EMARKETERGROWTHANALYSIS
  3. 3. MOBILEOPPORTUNITIES• 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
  4. 4. WHO IS THIS GUYANYWAY?• Over 5 years experience in direct response and affiliate marketing• Running exclusively on mobile traffic for over 1.5 years• Released 14 Day Mobile Mastery Guide• Own Mobile CPA network• Built Mobile Marketing Tracking Platform• Not just talking about Apps!
  5. 5. MISTAKE#1USING OUTDATEDSTRATEGIES• Mobile is a completely unique traffic source •Search •Social •Display •PPV •E-Mail• Need to consider Mobile Variables that affect performance• Mobile Marketing is 3-D Marketing
  6. 6. MOBILE IS 3DMARKETING 2D Marketing 3D Marketing
  7. 7. MOBILE VARIABLESVariables Unique to Mobile:•Carrier/Telco vs Wifi•Android vs iOS vs Other•Tablet vs Phone vs Other•Device Model Name•App vs WAP Traffic
  8. 8. MISTAKE #2EVALUATING QUALITY TOO SOON• Quality on Mobile can vary drastically •App Traffic (Gaming) •3rd Tier Carriers •Pre Paid Phones •Mobile Search• Improve quality with mobile specific funnels • SMS follow ups • Click-2-Call • GEO Location • Phone Number Lookup
  9. 9. MISTAKE #3FOCUSING ON SMART PHONESONLY• According to PEW Internet Research smart phones account for only 50% of phones in use • Means almost 50% of phones are still feature phones • % use of feature phones higher in older demographics• Feature Phones – Phones with proprietary software that enables web surfing and activity• International smart phone penetration even less• Tablets and other emerging devices • iPad • Kindle • Galaxy Tab
  10. 10. MISTAKE #4NOT USING MOBILE TRACKING• Mobile identification technology isn’t perfect •Carrier Lookup •Handset Lookup •Unknown Traffic •IP Sharing / GPS Geo location• Some solutions: • Piwik Mobile • Google Analytics Mobile • MobAff Tracker • Bango • Webtrends
  11. 11. MISTAKE #5NOT DIVERSIFYINGTRAFFIC• No single dominant player in mobile• Each network has strengths/weaknesses •International Inventory •App vs WAP pages •Emerging traffic (Push, Icon, Interstitials, Incent) •Premium Inventory• Mobile Publishers savvy and use Mediation Layers • Mopub • Adwhirl• Traffic is always moving from network to network• Take the targeting that works and scale
  12. 12. SUMMARY• Mistake #1 : Outdated Strategies• Mistake #2 : Evaluating Quality• Mistake #3 : Feature Phones• Mistake #4 : Mobile Tracking• Mistake #5 : Diversify Traffic
  13. 13. BUT WAIT…THERE’S MORE
  14. 14. OFFERS THAT WORKON MOBILE• Everything Works on Mobile •Premium SMS – Ringtones, Promo, 2 click flow •Lead Generation – Long form including SS# •App Downloads – Need $1.00 + typically •Pay Per Call – Click to call + Search = Win• Checklist for evaluating offers • Will this offer appeal to 1/100 • Does the offer function properly on phones • How does the offer track conversions (S2S)
  15. 15. TRICKS TO HELPWITH TESTING1. Block WiFi traffic – By blocking wifi you will get more data about the carriers and types of users your offer work for2. Block App traffic – Tends to be more gaming focused with more rampant click fraud and poorer quality traffic3. Track site id’s or placements – Vitally important since there is so much poor quality traffic. Sometimes simply blocking one publisher can get your profitable4. Focus on high CTR first – Every ad network optimizes for their eCPM meaning the higher the CTR of your creative the more impressions and cheaper the traffic5. Watch your redirect speed – Every millisecond counts make sure your pages load as fast as possible

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