Advanced Mobile Marketing Panel - SES

Advanced Mobile Marketing Panel - SES

Day three, last day! I always get a little sad on the last day, because SES is so much fun! Now I’m attending a panel of incredible mobile experts, which is moderated by the lovely and talented Angie Schottmuller.

On the panel we have Daren Gill, Brian Klais, and Adam Towvim.

Brian is up first. He used to work for NetConcepts before they were acquired by Covario, and now works for Pure Oxygen Labs.

100 million smartphones in market right now. This is the web right now – shows image from Brad Frost:

The web now

Web marketing is linear, but mobile marketing is more of a three dimensional matrix.

Mobile Marketing Matrix

Mobile Marketing Matrix from Brian Klais

Four Keys to Advancing and Winning at Mobile Madness:

  1. Be aggressive on defense:
    1. Full court press of page one on mobile serps
    2. Make apps visible on brand queries

i.      Include brand name in app name, anchor text

ii.      Link to profile from home page or footer

iii.      Cross promote to mobile users and in press releases

  1. Target your social profiles next
  2. Play disruptive offense:
    1. Mobile customer want shortcuts
    2. QR is mobile link building
    3. Link physical with digital:

i.      Product: description, reviews, pricing

ii.      Social profiles: check in’s likes and tweets

iii.      Maps: locations, directions

iv.      App: Downloads, deep access

v.      Videos

Aside: check out WTF QR codes:

Ask NOT what QR codes can do for you… ask what QR can do for your users

Keys to Great QR execution:

  • Never use URLs that are larger than 25 characters
  • Brand the URL
  • Maintain control of QR destination
  • Be device-specific and app-aware
  • Lead users to mobile friendly content
  • Never add tracking parameters to the URL itself, do it with a redirect after the fact.
  1. Get fans in the game
    1. About 50% of FB and Twitter traffic is mobile, FB is #1 mobile app. Don’t force mobile users to login.
    2. Integrate URL schemes and QR
    3. Use user agents to segment device, by OS, determine if the app is installed, and use URL schemes to launch in-app landing pages, ex: fb:// or twitter://
    4. But remember, not all users will have the app installed, some apps are inconsistent with URL schemes, and each OS handles errors differently.
    5. Make every shot count
      1. Mobile is under-resourced
      2. Direct is getting too much credit
      3. Apps don’t pass referrer data
      4. QR codes aren’t recognized by analytics
      5. Embedded browsers = new sessions
      6. To solve this problem:

i.      Set up inbound/outbound profiles with tracking links

ii.      They should be branded

iii.      Redirect inbound with tracking parameters appended

iv.      Redirect outbound as well

He referenced NC State over Georgetown as an example of creating disruption. Go STATE!!!! (I graduated from there 😉

Now up is Daren, from Veveo, Inc.

Smartphones are dumb.

  • We need to be going beyond geo-location for context
  • Can your phone learn and personalize?
  • How can we increase relevance by deep linking into the app instead of just going to the home screen?
  • What are the tradeoffs between privacy and learning/being smart?

He walks us through a day in the life. Traveling, meeting, adjusting flight itinerary, checking where the meeting is, looking for your favorite coffee shop… but this is something we all go through every day, and it’s too hard.

He asks, why was that so hard, isn’t your phone supposed to be “smart”?

What if your phone could ask you if you want to add your new meeting to your calendar? What if it added the location and a map?

Why couldn’t the map use other info stored in your phone to also mark your hotel, your favorite coffee shop, and the possible locations of the meeting?

Even more, why couldn’t your phone know that you were out of your normal area and let you know, you’ve got some extra time, here are some places you might like to go based on your history?

What if it knew how far it was to your meeting, and gave you a reminder based on your location and how long it would take you get there?

This should be possible, and this is what we are trying to do at Veveo.

(ed note: I would actually PAY for this app if it worked this well)

And now we have Adam from Jumptap:

Jumptap reaches 90%+ of smartphone users in the US. Reach is important for mobile.

Blend Brand and Performance: you need to be aware of how branding campaigns impact your lead gen/downloads/etc.

Use Data in Mobile

  • Offline data providers enrich mobile segments with zip matching
  • Driving campaign lift through deeper targeting criteria
  • Able to target based on products, stores, cars, demographics, etc.

Data drives results, you’ll see huge CTR uplift across channels

Rich Media as new metric – it offers the opportunity to bring customers into the experience: rotate images, change colors on products, etc.

As the “Final Four” reference, he offers an Advanced PPC Case Study that shows that by increasing bids to maximize fluid inventory levels, there’s a 50% increase in conversion rate over time, primarily with latent conversions after you’ve already lowered your spend.

Mobile case study

Mobile case study from Adam Towvim

(Ed Note: Lots of March madness references in this session! I think the speakers are thinking about the games today… especially NC State tonight!)