CONFIDENTIAL 20181
MOBILE MARKETING
IFA 2019
02.06.2019 | Version 1.0
CONFIDENTIAL 20182
MOBILE MARKETING | IFA 2019
Mobile Marketing for 2019
CONFIDENTIAL 20183 | Customer Insights Summit 2018
CONFIDENTIAL 20184 | Customer Insights Summit 2018
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My mobile morning
MOBILE MARKETING | IFA 2019
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2019 mobile advertising
MOBILE MARKETING | IFA 2019
of all U.S. digital ad spend
72%
This year, 2019, mobile
advertising will represent
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People today have 2X more interactions
with mobile marketing than any other type of marketing
2X the marketing interactions
MOBILE MARKETING | IFA 2019
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of people are likely to
recommend a brand after
a positive mobile experience
2019 mobile advertising
MOBILE MARKETING | IFA 2019
89%
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Who said it?
MOBILE MARKETING COMPONENTS
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Who said it?
MOBILE MARKETING COMPONENTS
“For every second of improved mobile load time, we
see a 2% increase in conversion rate”
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Who said it?
MOBILE MARKETING COMPONENTS
“Just 1 second longer in mobile load lag time would
cost us $1.6 billion a year”
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Who said it?
MOBILE MARKETING COMPONENTS
“If we slow by four tenths of a second we would lose
8 million searches per day”
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Total Paid Search Spend on Mobile Devices
MOBILE MARKETING COMPONENTS
50%
2016 Web.com
Mobile Investment
For All Enterprise Clients
53%
2017 Web.com
Mobile Investment
For All Enterprise Clients
71%
2018 Web.com
Mobile Investment
For All Enterprise Clients
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Desktop vs. mobile CTR
MOBILE MARKETING COMPONENTS
Mobile is where potential customers
engage with paid media, however they
are not always ready ‘right then’
Mobile
PPC click-through-rates
2016 - 5.0%
2017 - 7.3%
2018 - 7.7%
Desktop / Tablet
PPC click-through-rates
2016 - 4.6%
2017 - 4.5%
2018 - 4.3%
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Desktop vs. mobile CTR
MOBILE MARKETING COMPONENTS
Mobile
PPC click-through-rates
2016 - 5.0%
2017 - 7.3%
2018 - 7.7%
Desktop / Tablet
PPC click-through-rates
2016 - 4.6%
2017 - 4.5%
2018 - 4.3%
Desktop is where potential customers do
research, collect opinions, weigh options and
go direct to the site and purchase/convert
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Mobile is where the customers are
MOBILE MARKETING COMPONENTS
Mobile has momentum
Industry leaders believe in mobile
Web for enterprise sees growth
1
2
3
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What we do for mobile pages
MOBILE MARKETING COMPONENTS
We build pages for service businesses, locally
oriented, and focused on conversion
Lean, Mean, Converting Machines!
Sleek and
Streamlined
Not Too Much
Content
Conversion
Centric
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What we do for mobile pages
MOBILE MARKETING COMPONENTS
“We build responsive sites optimized
for speed and designed to convert”
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What we do for mobile pages
MOBILE MARKETING COMPONENTS
Mobile Optimized Ad Copy Desktop Optimized Ad Copy
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Mobile conversions
MOBILE MARKETING COMPONENTS
higher than desktop
23%
Paid media conversions
for mobile are
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Mobile conversion live example
MOBILE MARKETING COMPONENTS
Call-Centricity
Making the LOCAL phone number on a
mobile site clickable, and above the fold
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MOBILE MARKETING COMPONENTS
Conversion-Centricity
Location and hours of operation
Click-conversion option
Above the fold
Mobile conversion live example
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MOBILE MARKETING COMPONENTS
Call Tracking
We accurately track and align paid and
unpaid traffic with calls so you know
where your leads are coming from
Mobile conversion live example
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A mobile site case study
MOBILE MARKETING COMPONENTS
Solutions:
Corporate Site
UX/UI Re-Design
Custom Site
Architecture
Mobile
Optimized Site
Custom
Content
On-Page
SEO
Photos &
Offers
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How’d it go?
MOBILE MARKETING COMPONENTS
Outcomes in First 6 Months
Increased total web traffic by 186% MoM*Key Drivers – Optimized the website user experience to be device-responsive.
Implemented a sub-folder URL structure that incorporates individual, branded location
pages into overall website hierarchy.
Increased unpaid lead volume by 285% MoM*Key Drivers – Applied SEO best practices for corporate and local web pages. Employed
custom local content and enabled locations to publish custom photos and offers.
Reduced average price-per-lead by 43%Key Drivers – In coordination with optimizations made to the client’s network
paid search program, increased unpaid lead volume reduced PPLs month-over-month.
*Month-over-month
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Key Takeaways
MOBILE MARKETING COMPONENTS
Mobile has momentum1
2
3
4
Optimize your mobile sites for mobile traffic
Ensure your mobile sites are call and conversion centric
Mobile spend and user engagement with mobile is increasing
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Thank You