Find out how direct response marketing is paving the way in mobile marketing and establishing strategies that are proven to work.

1. HOW TO MASTER MOBILE
MARKETING
By: ALEXANDER TSATKIN

2. Mobile Marketing is
Here to Stay
• We have been doing exclusively mobile as a traffic source
for over a year
• Our training methodology has helped dozens of mobile
marketers succeed with various mobile traffic
• Generated 14,500,000 clicks 240,000 conversions on our
performance network
• Over $1,800,000 in sales in just 6 months
• “Mobile Ad Spending In The U.S. Expected To Grow 65
Percent In 2011 To $1.2 Billion” TechCrunch

3. Emarketer
Mobile
Growth
Analysis

4. Mobile opportunities
• Supply (mobile inventory) growing faster than demand
(mobile advertisers) resulting in cheap clicks
• New opportunities constantly emerging
• Push Notification (Android)
• SMS Marketing (LeadsMob)
• New Buying Platforms (TapIt)
• Traditional Traffic Going Mobile (Facebook)
• Fragmented marketplace with no dominant player
• Mobile SEO
• Mobile Search
• Hyper Localized Marketing

5. Typical new traffic
lifecycle
1. Users migrate to new traffic source (Search, Facebook,
PPV)
2. Few brands know how to effectively market resulting in
extra supply and cheap traffic
3. Direct response advertisers and affiliates work to
develop strategies that yield favorable results to fill in the
gaps left by branding advertisers
4. Agencies and vendors adopt proven strategies
developed above and utilize them for branded campaigns
5. Market saturation and price for traffic increase
dramatically

6. Mobile is 3d
Marketing
2D Marketing 3D Marketing

7. Mobile variables
Variables that effect
performance:
•Carrier/Telco vs Wifi
•Operating System
•OS Version
•Tablet vs Phone vs iPod
•Device Model Name
•App vs Wap Traffic
•Day/Week Parting
•Creative
•Creative Size
•Landing Pages

8. How to scale effectively
Mobaff partner case
study

9. Who is Mobaff’s #1
partner?
• FlipSite Media is always
MobAff’s #1 traffic partner
• Roughly 20% of volume
network wide
• Consistently hitting
$100,000 to $200,000 in
revenue per month
• 100% Mobile Traffic

11. Keys to Success
1. How to Pick Offers for Mobile
2. Systemize Your Process
3. Outsource and Let Go…
4. Diversify Horizontally and Vertically
5. Build Technology

12. 1. Cherry Picking
Mobile Offers
• Everything Works on Mobile
•Premium SMS – Ringtones, Promo, 2 click flow
•Lead Generation – Long form including SS#
•App Downloads – Need $1.00 + typically for display
•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)
• KNOW YOUR METRICS!!

13. 2. Systemize Your
Process
The process:
•How to evaluate new offers
•How to use your budget
effectively
•How you scale across
verticals and channels
•Campaign lifecycle from
launch, testing, optimizing,
scale
•When its time to stop a
campaign
Example of a decision tree
when optimizing campaigns

14. Systemize cont.
• Keep track of Daily,
Weekly, Monthly,
Quarterly Income
• Track which traffic
sources are yielding best
results
• Spot opportunities and
unprofitability quicker
• Set goals and realistic
expectations

15. 3. Outsource
• Tasks you can outsource
• Design Work Banners and LPs
• Uploading Campaigns
• Coding/Scripts
• Checking Performance Daily
• Data Entry
• Tools you can use
• Project Management (Basecamp, Asana, Do.com)
• Freelancer Websites (oDesk, Guru, etc)
• Screen Sharing (Skype, Screen Cast)
• Training Documentation (Wiki, Wordpress)

16. 4. Diversify

17. 5. Technology
• This can be one of the most powerful tools to separate
you from the pack
• If you need something and nothing out there exists, build
it yourself
• Focus on things that impact bottom line instead of “nice
to haves”
• Built it lean and without bells and whistles first
• Examples:
• Carrier redirect scripts
• Campaign upload Macros/Script
• Banner management tool

18. Technology Cont.

19. The end
But Wait
There’s
more…

20. 5 Tricks to help You
profit While Testing
1. Block WiFi traffic – Wifi traffic tends to be kids and also
doesn’t allow you to segment your data by carrier
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 to avoid extra redirects and ensure the fastest and
minimal design on your mobile landing pages

21. Summary with Q/a
• Key Takeaways
• Mobile is growing rapidly don’t miss the gravy train
• There’s more variables in 3D Mobile Marketing(carrier,
handset, os, etc)
• Everything can and does work on mobile
• Systemize and outsource
• Scale horizontally and vertically (diversify)
• Build proprietary technology and tools
• Block WiFi and Apps while testing
Thank you again for following this presentation. If you would
like to work with MobAff send your inquiry to:
contact@mobaff.com