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Smx West 2014 Session #Smx #24C - Measuring The Mobile Marketing Leadpresentation 3 Keys To Maximizing The Value Of Mobile Marketing Traffic By George Michie @Rimmkaufman Of Rkg
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@GeorgeMichie1 #SMX
3 Keys to Maximizing the
Value of Mobile TrafficGeorge Michie
March 2014
@GeorgeMichie1 #SMX
1. Focus on UX
2. Leverage New
Tracking Methods
3. Modify Bids with
Sophistication
Maximizing The
Value of
“Mobile”
3 Keys
@GeorgeMichie1 #SMX
“Mobile” is critical, but also a misnomer
@GeorgeMichie1 #SMX
Is it really more about the context of use?
Is “Mobile” even about Device?
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Context + Screen Size?
Is “Mobile” even about Device?
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Don’t Squander Traffic
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Improve the Mobile Experience
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Don’t Cause Traffic Problems
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Shorten the Cart!
• Check out reduced from 5 pages to 1 page
• Conversion rate increased 200+%
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Use New Tracking Functionality
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Collect Data for Proxy KPIs Related to Store Location
Quantify In-Store Sales Driven by Online Marketing
Geo-Specific Queries Store Locator Page Visits Mobile Site Traffic
TRACKING
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Collect Data on
Geo-Specific
Queries
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Give Credit to
Store Location
Page Visits
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“Find a Store”
Mobile Sitelinks
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Click-to-Call
Mobile Extension
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Capturing the Full Value of Non-Brand Traffic
with Cross Device Tracking
Desktops &
LaptopsSmartphonesTablets
$.10 $.24ROI
CR:
12%
CR:
12%
CR:
25%
$(.12) $.03ROI $(.46) $(.30)ROI
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In-Store Visits
by Segment
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Brand = 1:1 online:offline ratio
Non-Brand = 1:3* online:offline ratio
*Online conversion higher during holiday
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Sophisticated Bid Management
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Moving from static modifiers to sophisticated, dynamic, granular
modifiers matters.
Works in the Wild!
RKG Dynamic Mobile Modifiers
Mobile Clicks
Mobile CPCs
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Increased mobile traffic and increased mobile revenue leads to a
better ROI.
Works in the Wild!
Mobile ROI
Mobile SalesRKG Dynamic Mobile Modifiers
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Use Statistics to Tease Out Overlapping Effects
A Word of Caution: Proximity-Bidding
Around Store Locations
18
%32
%
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Modifiers stack on top of each other
• Laptop bid = $1
• Mobile CR = 1/5 Laptop
• Mobile bid = $0.20
• Want to push mobile w/in
1 mile
• Getting mobile bit to $1
yields a laptop bid of
$5!?!
• No great solution here.
The Problem of Stacking
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Better Solution
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Conditional Logic
• If device = smartphone and proximity <1 mile and usertype = not my customer then modifer = X
• If device = smartphone and proximity >1 mile and usertype = my customer then modifer = Y
• If device = nonmobile and geography in (VA, IN, KY, MO) then modifier = Z
• Else….
Another Possible Route
+ +
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The Future is Mind Boggling!
• Fast v Slow Connection
• Home v Office
• Walking v Riding
• Online Shopper v Offline
• Your Customer v Their Customer
25
++
+
