1. HOW TO MASTER
MOBILE
MARKETING
(5) MISTAKES EVERYONE MAKES AND HOW TO
AVOID THEM

2. EMARKETER
GROWTH
ANALYSIS

4. MOBILE
OPPORTUNITIES
• Fragmented marketplace with no clear dominant winner
• Supply (mobile inventory) growing faster than demand
(mobile advertisers)
• New opportunities constantly emerging
• Push Notification (Android)
• SMS Marketing (LeadsMob)
• New Buying Platforms (TapIt)
• Traditional Traffic Going Mobile (Facebook)
• New funnel strategies to better monetize data
• Mobile SEO almost untouched

5. WHO IS THIS GUY
ANYWAY?
• Over 5 years experience in direct response and affiliate
marketing
• Running exclusively on mobile traffic for over 1.5 years
• Released 14 Day Mobile Mastery Guide
• Own Mobile CPA network
• Built Mobile Marketing Tracking Platform
• Not just talking about Apps!

6. MISTAKE#1
USING OUTDATED
STRATEGIES
• Mobile is a completely unique traffic source
•Search
•Social
•Display
•PPV
•E-Mail
• Need to consider Mobile Variables that affect performance
• Mobile Marketing is 3-D Marketing

7. MOBILE IS 3D
MARKETING
2D Marketing 3D Marketing

8. MOBILE VARIABLES
Variables Unique to Mobile:
•Carrier/Telco vs Wifi
•Android vs iOS vs Other
•Tablet vs Phone vs Other
•Device Model Name
•App vs WAP Traffic

9. MISTAKE #2
EVALUATING QUALITY TOO SOON
• Quality on Mobile can vary drastically
•App Traffic (Gaming)
•3rd Tier Carriers
•Pre Paid Phones
•Mobile Search
• Improve quality with mobile specific funnels
• SMS follow ups
• Click-2-Call
• GEO Location
• Phone Number Lookup

11. MISTAKE #3
FOCUSING ON SMART PHONES
ONLY
• According to PEW Internet Research smart phones
account for only 50% of phones in use
• Means almost 50% of phones are still feature phones
• % use of feature phones higher in older demographics
• Feature Phones – Phones with proprietary software that
enables web surfing and activity
• International smart phone penetration even less
• Tablets and other emerging devices
• iPad
• Kindle
• Galaxy Tab

12. MISTAKE #4
NOT USING MOBILE TRACKING
• Mobile identification technology isn’t perfect
•Carrier Lookup
•Handset Lookup
•Unknown Traffic
•IP Sharing / GPS Geo location
• Some solutions:
• Piwik Mobile
• Google Analytics Mobile
• MobAff Tracker
• Bango
• Webtrends

13. MISTAKE #5
NOT DIVERSIFYING
TRAFFIC
• No single dominant player in mobile
• Each network has strengths/weaknesses
•International Inventory
•App vs WAP pages
•Emerging traffic (Push, Icon, Interstitials, Incent)
•Premium Inventory
• Mobile Publishers savvy and use Mediation Layers
• Mopub
• Adwhirl
• Traffic is always moving from network to network
• Take the targeting that works and scale

14. SUMMARY
• Mistake #1 : Outdated Strategies
• Mistake #2 : Evaluating Quality
• Mistake #3 : Feature Phones
• Mistake #4 : Mobile Tracking
• Mistake #5 : Diversify Traffic

15. BUT WAIT…
THERE’S MORE

16. OFFERS THAT WORK
ON MOBILE
• Everything Works on Mobile
•Premium SMS – Ringtones, Promo, 2 click flow
•Lead Generation – Long form including SS#
•App Downloads – Need $1.00 + typically
•Pay Per Call – Click to call + Search = Win
• Checklist for evaluating offers
• Will this offer appeal to 1/100
• Does the offer function properly on phones
• How does the offer track conversions (S2S)

17. TRICKS TO HELP
WITH TESTING
1. Block WiFi traffic – By blocking wifi you will get more data
about the carriers and types of users your offer work for
2. Block App traffic – Tends to be more gaming focused with
more rampant click fraud and poorer quality traffic
3. Track site id’s or placements – Vitally important since there
is so much poor quality traffic. Sometimes simply blocking
one publisher can get your profitable
4. Focus on high CTR first – Every ad network optimizes for
their eCPM meaning the higher the CTR of your creative the
more impressions and cheaper the traffic
5. Watch your redirect speed – Every millisecond counts make
sure your pages load as fast as possible