meet your mobile web user

Meet Your Ideal Mobile Web UserPersona-Driven Mobile Marketing

Bryson MeunierNatural Search Associate Director, Content Solutions

Presented to the Milwaukee Interactive Marketing AssociationAmbassador Hotel, September 17, 2009

Agenda

Introduction

Why Mobile? Why Now?

Who Uses the Mobile Web?

How to Find Your Ideal Mobile Web User

Resolution Media Overview

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85+ dedicated search marketing professionals

Headquartered in Chicago, IL with offices in NYC, Los Angeles and San Francisco

Acquired by Omnicom Media Group in 2005

Manage $150 MM in Paid Search Media

Enterprise-Level Search Engine Optimization & Website Conversion Optimization

Search Marketing Solutions for the World’s Top Brands

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Better Targeting Can Make This Your “Year of Mobile”

WHY MOBILE? WHY NOW?Making a Business Case for Mobile Marketing

Why Mobile? It’s Growing 107% Growth in US Mobile Internet users US 2008 to

2009 Paid mobile search spend worldwide is forecast to

grow from $260.60m in 2009 to $2,977.30m in 2012. In 2011, smartphone search rates are expected to

exceed PC search rates of 2007

Source: comScore March 2009; eMarketer, March 2009, Gartner

Why Mobile? It’s Already Big 32% of all Americans have gotten online with a

mobile device 4 Billion:1 Billion = Active Mobile Devices Worldwide

to Active PCs 63 Million Monthly US Mobile Searchers 240 MM Mobile Browsers Shipped in 2009 to 200

MM Computer Browsers

Source: Pew Internet; comScore March 2009, IDC, comScore, IAB and Merrill Lynch Estimates

Why Now? Marketers who experiment early will be poised to

take advantage of explosive growth Response rates often higher (more than 10% CTR

Lexus display ad on FastCompany)1

Certain industries see more traffic and engagement via mobile than desktop2

Relatively low barrier to entry

1. http://www.crispwireless.com/blog/09/09/4/mobile-web-sponsorship-alternative-cpm2. http://adage.com/digital/article?article_id=122885

WHO USES THE MOBILE WEB?Data-Driven Mobile Marketing

Mobile Audience

Mostly Males between 25-34

Generally Affluent, with HoH income > $100k

Smartphone/iPhone Users biggest consumers of mobile content

Source: Nielsen, September 2009

Mobile Becoming Popular Medium

Young women surpass business professionals in mobile Internet usage

Lower income users ($25k-$49k) fastest growing segment of iPhone users

Source: Women and Digital Life Study, May 2009 and comScore All About the iPhone, October 2008

FIND YOUR IDEAL MOBILE USERPersona-Driven Mobile Marketing

Digital Behavior Analysis Market research based on search behavior and web

activity Larger sample size and more accurate than

traditional market research Personas based on research created to aid creatives

in messaging

Gather Data: Mobile Keyword Research

http://www.brysonmeunier.com/finding-the-google-mobile-keyword-tool/

Gather Data: Mobile Keyword Research

Gather Data: Mobile Keyword Research

http://www.google.com/webmasters

Gather Data: Mobile Keyword Research

Incorporate high volume keywords into mobile web copy, SMS or other forms of mobile advertising to connect with mobile consumers

Use with mobile analytics to create mobile persona

Gather Data: Mobile Analytics

http://www.brysonmeunier.com/mobile-analytics-with-google-analytics/

Gather Data: Mobile Analytics

http://www.brysonmeunier.com/the-mobile-seo-s-guide-to-mobile-analytics/

Gather Data: Mobile Analytics Geo-location: where your users are consuming

mobile content Seasonality: Correlate search trends with marketing

campaigns or events Engagement: Content reports, bounce rate and time

on site indicate the type of content your consumer is most interested in

Build Persona from Additional Data

Digital Persona 1: Mr. Green and Gold

Name: Dennis MeyerAge: 28Location: Wasau, WIIncome: $80kOccupation: HR Manager

Build Persona from Additional Data

Digital Persona 1: Mr. Green and Gold

Dennis Needs: Up to date information on

everything Packer-related Scores, schedules and tickets

wherever he is

Build Persona from Additional Data

Messaging to Digital Persona 1: potential brand message create landing pages

optimized for Packer tickets accessible via mobile device

Optimize press releases Create behaviorally targeted

mobile advertising campaign for tickets on ESPN Mobile

Thank You! Twitter.com/BrysonMeunier Facebook.com/BrysonMeunier BrysonMeunier.com

Hand me a business card for a copy of the presentation

APPENDIX

Nielsen Mobile Demographics, Q2 2009