advertisers: take your lead gen beyond the desktop
DESCRIPTION
This presentation is from Affiliate Summit West 2014 (January 12-14, 2014 in Las Vegas, NV). Session description: Advertisers: it’s time to take your lead-gen campaigns beyond the desktop and onto mobile and tablet devices. Discover strategies on how to mobilize your offers and track across various mobile traffic.TRANSCRIPT
How to Take Your Lead GenBeyond The Desktop
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Overview
• Difference of Mobile vs. Web Lead Gen
• Types of Mobile Lead Generation
• Best Practices
• Tracking and Analytics
• How to Gain Distribution
• Question and Answer
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Why Mobile Matters
• 50: Percentage of U.S. population that will own a smartphone by 2014
• 141: Minutes/day that adults spend using mobile devices
• ~50: Percentage of Facebook ad revenue that comes from mobile
• 48: Percentage of emails opened on mobile devices
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Difference of Mobile vs. Web Lead Gen
• 41% of mobile users access device while in store or while making a purchase consideration
• Mobile searches for contractors and construction grew 68% YOY to 37% of total searches on YP Local Ad Network
• Mobile users use device earlier in the sales funnel
• Shorter consideration set due to information access
• Sense of Urgency / Emergency
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Mobile Creative Needs to be Different
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How to Optimize for Mobile Lead Gen
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Which Types of Campaigns Work Best?
• Mass-Market Appeal — Would 1-in-100 random people
on the street be interested in the offer?
• Impulsive Action — Is this an offer a user can quickly act
on, or is the decision-making process very long?
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Which Types of Campaigns Work Best?
• Broad Targeting — Super-targeted offers (age, geo,
gender, income, etc.) make it difficult to scale campaign
• International — International mobile inventory rates are
very low right now; much easier and faster to make a
campaign work
• Server-2-Server Tracking — Cookies don’t track well on
mobile; need advertisers that supports S2S
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Types of Mobile Lead Generation
• Short Forms – Mobile-optimized pages designed to capture minimum required data of a user
• Pay Per Call – Inbound user initiated calls to a call center or direct to business
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Short-Form Lead Generation
• Keep It Simple– Keep file size low to increase
loading speed.– Remove extraneous forms,
CAPTCHA, dropdowns.– Not everyone has a “touch”
smartphone.• Show the “value” to user for
submitting information.• Use Server 2 Server Postback
Tracking.
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Pay-Per-Call
• Use tracking services such as Invoca (RingRevenue)– Allows you to work with partners based on
call duration.– Can set up IVR to pre qualify calls.– Record calls to listen in.
• Utilize mobile page best practices as above• When mobile phones traffic use Click-to-Call
– <a href=“tel:+18001234444”>Call Us Now</a>
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Analytics and Importance of Mobile Data
• Use analytics and tracking technologies to monitor your mobile traffic– Meet
• Mobile Data that can affect Quality and Performance– Platform OS (iOS, Android, Feature Phone, etc)– Carrier / ISP – Device Handset Model and Version– Device Type (Tablet, Phone, iPod)– Screen Resolution
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Where to Get Distribution
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Lead Generation Pay Per CallMobile Web Display Strong WeakMobile In App Display Mediocre WeakCo-Registration Strong MediocreTraditional Search Weak MediocreMobile Search Mediocre StrongOther Non Mobile Traffic Weak WeakOffline Weak Mediocre
QUESTIONS?
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Alex TsatkinVP of MobileMatomy Media GroupP: 203.883.9870E: [email protected]
Stay Connected
TALK TO THE MATOMY TEAM AT BOOTH #202!
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Thank You