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Marketing The Mobile Web - Derek Van Nostran - weather.com

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The Weather Channel Mobile case study. Derek Van Nostran, Marketing Director for The Weather Channel Interactive will discuss the weather.com mobile web marketing strategy including tactical examples and metrics from marketing campaigns that have helped weather.com become the #1 content site on the mobile web and #3 overall mobile web site.

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Marketing The Mobile Web - Derek Van Nostran - weather.com

  1. 1. Marketing the Mobile Web
  2. 2. Drive awareness of weather.com mobile web among consumers Increase percentage and volume of off-deck page views Utilize mobile web as ‘hub’ connecting all mobile products “ We are marketing mobile today to support mobile marketing tomorrow” The Weather Channel Mobile Marketing Objectives
  3. 3. <ul><li>Marketing tactics: </li></ul><ul><li>Advertising/contextual links on weather.com </li></ul><ul><li>:15 commercials on The Weather Channel </li></ul><ul><li>Mobile search marketing on Jumptap, Yahoo!, Google, Medio </li></ul>Driving Awareness and Off-Deck Page Views
  4. 4. <ul><li>Strategic external media: </li></ul><ul><li>Target: Frequent travelers </li></ul>Tactic: Airport park ‘n ride shuttles Driving Awareness and Off-Deck Page Views
  5. 5. <ul><li>900% Growth in off-deck page views 2008 vs. 2006 </li></ul>Results
  6. 6. <ul><li>Mobile month consumer promotion: May/June ‘08 </li></ul><ul><ul><ul><li>Fully integrated cross-platform promotion w/sweeps entry via mobile web & PC </li></ul></ul></ul><ul><ul><ul><li>RIM partnership: BlackBerry Smartphone a day giveaway </li></ul></ul></ul><ul><ul><ul><li>Promotion across TWC platforms includes: weather.com & mobile web banners, TWCN spot, radio spots, email blast, etc </li></ul></ul></ul><ul><ul><ul><li>Synched efforts to communicate consistent messaging to consumers, advertisers, distributors and employees </li></ul></ul></ul>Recent Mobile Web Marketing Activities
  7. 7. <ul><li>Mobile month consumer promotion Results </li></ul><ul><ul><ul><li>11X more sweeps entries than projected </li></ul></ul></ul><ul><ul><ul><ul><li>2 nd largest sweeps in history of The Weather Channel </li></ul></ul></ul></ul><ul><ul><ul><li>2/3 of entries came from mobile devices </li></ul></ul></ul><ul><ul><ul><ul><li>Mobile entrants had 2X typical sweeps opt-in rate </li></ul></ul></ul></ul><ul><ul><ul><li>53% growth in off-deck PVs </li></ul></ul></ul>Recent Mobile Web Marketing Activities
  8. 8. <ul><li>Make strategic decisions now to lead growth in the future: </li></ul><ul><ul><li>Pick a strategy and target audience(s) and stick to it </li></ul></ul><ul><ul><li>Make it simple for your consumers </li></ul></ul><ul><ul><li>Dedicate resources to promotion of mobile now </li></ul></ul>Summary: What We’ve Learned

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