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Mobile Marketing Strategies: how to drive traffic with mobile applications

24 February 2011 BY

Mobile strategies are an ever increasing consideration when organisations consider marketing budgets. This session focused on mobile SEO but also touched on how to drive traffic with mobile applications.

Both presenters discussed the common mistakes that are made within the mobile environment and how you can act to resolve them and have a more effective mobile strategy

Jen Brady

Jen comes from an agency background and wanted to discuss areas surrounding:

  • Mobile Planning Pain Points
  • Consumer Insights
  • Marketers Frustration
  • Impact on Search on Mobile
  • How to Respond
  • Tips for Success

Jen feels that there is such an in-depth discussion about tactical elements of mobile that we are ignoring consumers. The similarity with organic SEO does not stop there as one of the main planning pain points is the buy in from organisations.

Mobile Planning Pain Points

Smoke and mirrors was a phrase used about SEO a few years back where the lack of understanding was having an impact and prospective clients were hesitant to invest.

Essential for marketers to understand the behaviours their audience exhibits

  • Local vs national
  • OS differences (what is right for iPhone not right for blackberry)
  • Relevancy (not all target audiences need/want mobile marketing)

Consumer Insights

If you are taking the time to invest into mobile marketing then you should listen to consumer’s frustration.

They want information NOW but:

  • A lack of relevant mobile search
  • A Poor user experience

Is preventing consumers getting the right information.

Marketers Frustration

Agencies not fully versed in mobile marketing

Accountability standards lacking

-          Lack of ability to measure

How to respond

World no longer has borders yet consumers have different demands

World no longer tells people how, when, who, where they will engage with information

Consumers have 24/7 access and one great example she gave was when you turn your laptop off at the end of the night, most people still view their mobiles before actually going to sleep.

Publishers are now aggregators of demand

Tips for Success

  • Tweak  the creative and the website once you can see what the display looks like on different operating systems
  • Utilise Google insights for mobile site design and coding
  • Invest in paid mobile search
  • Respond to shifts in campaign performance – respond to metrics
  • Test, optimise, refine, roll out

NOTE:  Not suitable for every industry/audience

Steve Page then stepped up to discusshis experience in creating apps for clients and how to drive mobile traffic.

Driving Mobile Traffic

  • Focus on desktop SEO
  • Use paid search for discovery
  • Build apps
  • Know how to get usage
  • Free games [search query]
  • Different paid ads, same natural results -  laptop/MOBILE
  • Different paid ads/same natural results  – laptop/android

Pure mobile SEO

One of the most interesting things Steve talked about was that he felt there was NO POINT at spending too much time on mobile SEO at the moment. If you think about the % of people that click past the 1st page in organic results (on a laptop) and then comapre this to mobile users you can see his point.

  • PPC dominates mobile marketing at the moment merely just because of the display on a mobile.
  • BIG QUESTION are sites optimised for mobile phones?
  • Paid search results are different on different handset types – this I find very interesting and will have to test.
  • Natural results always same
  • Fewer results are immediately visible to user
  • -          Even more important to be at the top than laptop
  • Average searches per unique mobile phone number – 2008-2010

UK’s most searched terms on mobile in 2010

  • Facebook – 15%
  • Google – 5%
  • Bebo – 1%
  • Youtube – 1%
  • www.facebook.com
  • ebay
  • ebuddy
  • facebook.com
  • Hotmail
  • MSN
  • Yahoo
  • Lottery
  • You tube
  • Face book
  • Flirtomatic
  • Free ganes
  • Yahoo mail
  • Plenty of fish
  • Google.com
  • Twitter
  • BY DIFFERENT DAYS:
  • Wayne Rooney
  • News of the world
  • Boat Race
  • Eclispe
  • Derby
  • Football

PC and Mobile Searches are different

Search term      Mobile    PC ratio

FB               115               45

Google     6               10

Bebo      1                1

YouTube   1              18

High end and low end experiences are different

Which ads get clicked on: on mobile devices?

49% click on muber 1 on mobile

2nd 22%

3rd 7%

Seatches uk

High end devices 15% low end 85%

CTR and CPM – Mobile ads vs PC ads

CTR UK

7% PC ads

Mobile 4%

Can anyone get discovered in app store?

MicroSoft – 8,000 apps

Android – 150,000 apps

Iphone – 350,000 apps

Key is download

Self-fulfilling once you get download you  get more

Just launched

  • Talk to team in itunes – keep them aware – especially if seasonal app

Get to top of category section

  • Controlled by download volume
  • Get discovered via search box
  • 100 characters
  • Doesn’t use product description
  • Remind customers

Sneaky way of getting back in

  • Re-release an update
  • Controlled by you
  • Re-sets counters
  • Positionapp is app that informs you of rising apps and downloads
  • Where they are downloading app
  • Use it to measure offline marketing – exposure in print etc…
  • How to keep ranking high?
  • O2 promotion – send sms, mms, email to all iphones
  • Get in touch with apple media agency

Where do you start?

  • Buy atleast one handset on each OS you want to target
  • Learn how OS work by using other apps in anger
  • Understand what you are trying to achieve


AUTHORED BY:
h

Sam Murray graduated from University with a BA (Hons) in Marketing in 2007 and wrote his 10,000 word dissertation on Search Marketing. Sam is a freelance search manager.