1. Beyond the Buzz:
What Actually Makes Money
The MBA Version of Digital Marketing
Duke MBA Marketing Conference
January 25, 2012
Benjamin Rudolph, President & CEO
Relevance Advisors

2. My Old Job

3. Mobile

4. Devices
925K total devices activated daily - Google

5. Android
As of Nov. 2011, Android had 52.5% of the global smartphone market. – BusinessInsider.com

6. iPhone
Apple has 4% of the phone market, but grabs 52% of the profits. – BusinessInsider.com

7. Apps
109 Million iOS & Android users running apps on their smartphones. – Source: Flurry

8. Apps
There are over 1,000,000 apps available across the major platforms. – MobileWalla

9. Apps
App downloads passed 1 billion/week Dec. 25-31, 2011

10. HTML5
336 million phones with HTML5 capabilities were sold globally in 2011. – Strategy Analytics

11. Go Mo
There will be mobile device for every person on earth by 2015. - Google

12. Amazon Price Check
70% of smartphone users use their smartphones while in a store. – Google/IPSOS 2011

13. Search
Search from mobile devices is up 5X in the past two years. - Google

14. Smartphones & Search
Graph Source: Google *Nielsen March 2010
More people will access the web via mobile than desktop by 2013
– Morgan Stanley Research, April 2010

15. Mobile Search Ads
Mobile devices and tablets accounted for 10% of all U.S. search ad clicks in Q4 2011.
Source: Marin Software

16. Landing Pages

17. Google Mobile Ad Revenue
Cowen: Google’s Mobile Ad Revenues Could Surge to $5.8B in 2012 - TechCrunch

18. Mobile Ads
In the U.S., mobile ad revenue surpassed $1B for the first time. - eMarketer

19. Mobile Ad Spending
U.S. mobile ad spending will grow 47% in 2012, reaching $1.8 billion - eMarketer

20. Google Click to Call Ads
77% have contacted a business via mobile, with 61% calling and 59% visiting
the local business. – Google/IPSOS 2011

21. Tablets
Graph Source: Google
Over 100MM tablets will be sold in 2012. – Source: Morgan Stanley, Apple

22. iPad 2
Google saw a 440% increase in traffic from tablets in Nov. 2011 vs. Dec. 2010

23. Shopping
Study: Apple’s iPhone, iPad account for 90% of mobile purchases - RiskRelevance

24. Kindle Fire
Kindle Fire sales forecasts: 5M by end of year (2011) – CNN/Money

25. Social Media

26. Time Spent Online
U.S. Citizens spend 16% of their total time online on Facebook.

27. Advertising

28. Valuation

29. Mobile + Facebook
In Dec. 2011, the
monthly active users
of Facebook’s
mobile apps passed
300 million.
Source: Enders
Analysis
Almost 40% of Facebook Use is by Mobile App – Source: Facebook, Enders Analysis

30. Timeline

31. Google+
Google+ has 90MM users, up from 40MM 3 months ago. 80% engage every week. - Google

32. Google+
Google+ saw its best traffic month ever in December, with more than 49
Million unique US visits to the social network, a 55% increase vs. November.
-Source: Experian Hitwise

33. Google+
Search & social are becoming integrated, placing Google & Facebook on a collision course.

34. Google+

35. Twitter
Twitter has more than 100MM monthly global active users – 50% log in daily. Source: Twitter

36. Next Steps:
How Do You Make Money?

37. Mobile Dashboard
Source: Justin Cutroni, Cutroni.com

38. Mixcloud
Have received 100 million free impressions in Facebook with 1% conversion rate.

39. Insights
Source: Mat Clayton, Mixcloud

40. Engagement
Source: Mat Clayton, Mixcloud

41. Social Actions
Source: Mat Clayton, Mixcloud

42. Social Actions
Source: Mat Clayton, Mixcloud

43. Resources

44. Google Analytics Blog
http://analytics.blogspot.com/

45. PaidContent.org
http://paidcontent.org/

46. Google Mobile Ads Blog
http://googlemobileads.blogspot.com/

47. Facebook Blog
http://blog.facebook.com/

48. Avinash Kaushik
http://www.kaushik.net/avinash/

49. HiPPO
Highest Paid Person’s Opinion

50. Thank You
• Benjamin Rudolph
• President & CEO
• Relevance Advisors
• @benjaminrudolph
• Presentation may be viewed at
slideshare.net/benjaminrudolph