Entrepreneurial

Marketing in Mobile

Prepared for UW’s Foster School of Business’s Marketing 555

|

By Troy Morris

WhitePages Confidential

History of Mobile

0

50,000,000

100,000,000

150,000,000

200,000,000

250,000,000

300,000,000

350,000,000

Subscribers

|

WhitePages Confidential

Key Mobile Facts

•238 Million Phones in U.S. capable of browsing the

web.

• For the first time ever, more people own Smart

Phones than Feature Phones

http://www.ctia.org/media/industry_info/index.cfm/AID/10380

0

20,000,000

40,000,000

60,000,000

80,000,000

100,000,000

120,000,000

Verizon AT&T Sprint T-Mobile

Subscribers

Verizon

AT&T

Sprint

T-Mobile

|

WhitePages Confidential

A Shift in Marketing

•Marketing on mobile is the same as all other marketing: KNOW YOUR AUDIENCE

•Marketing on mobile is totally different than all other forms of marketing: IT’S EXPERIENTIAL

http://techcrunch.com/2012/02/26/habits-are-the-new-viral-why-startups-must-be-behavior-experts/

WhitePages Confidential

Part of Marketing

•Mobile Site

•Mobile Search

•Mobile Ad Networks

•Mobile App/HTML 5

WhitePages Confidential

Mobile Site

• One Rule: speed

1H 2011

3.5 seconds

8 MM searches

2H 2011

2 seconds

14.5 MM searches

Normalized for traffic fluctuations

WhitePages Confidential

Mobile Search

• SEO – about the same on mobile as desktop. 302 redirects

are best

This is changing.

• Think about the experience and environment your users are

in:

Keywords: less

Location: critical

http://googlemobile.blogspot.com/ | http://insidesearch.blogspot.com/

|

WhitePages Confidential

Mobile App

• $30,000 is the average price

• Unless your business model can prove it, use it just for

distribution leveraging HTML5

http://www.slideshare.net/duckofdoom/how-people-use-smartphones-during-

the-day

|

WhitePages Confidential

Ad Networks

• Cheap, but rising costs.

• Lots of ad networks, so diversify

• In-App vs. Mobile Web

• CTR by category vary, but be wary.

WhitePages Confidential

Analytics!

• Do not do anything without it. You’re flying blind.

http://code.google.com/apis/analytics/docs/mobile/overview.html

WhitePages Confidential

Age of Mobile

WhitePages Confidential

Resources

• TroyJMorris@gmail.com

• @TroyJMorris

• GigaOM – Mobile

• mocoNews

• Google blogs

• eMarketer.com

• MobileMarketing.com

• FierceMobileContent.com

• wipconnector.com/download/GuideToTheParallelUniverse_1stEdition.pdf

• uxmatters.com/mt/archives/2006/10/designing-the-mobile-user-experience.php

• google.com/ads/webinars