Entrepreneurial
Marketing in Mobile
Prepared for UW’s Foster School of Business’s Marketing 555
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By Troy Morris
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History of Mobile
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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
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T-Mobile
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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/
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Part of Marketing
•Mobile Site
•Mobile Search
•Mobile Ad Networks
•Mobile App/HTML 5
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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
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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/
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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
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Ad Networks
• Cheap, but rising costs.
• Lots of ad networks, so diversify
• In-App vs. Mobile Web
• CTR by category vary, but be wary.
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Analytics!
• Do not do anything without it. You’re flying blind.
http://code.google.com/apis/analytics/docs/mobile/overview.html
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Age of Mobile
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Resources
• @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