meet your mobile web user
DESCRIPTION
Persona-driven mobile marketingTRANSCRIPT
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
3
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
4
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