This presentation is from Affiliate Summit West 2014 (January 12-14, 2014 in Las Vegas, NV). Session description: Advertisers: it’s time to take your lead-gen campaigns beyond the desktop and onto mobile and tablet devices. Discover strategies on how to mobilize your offers and track across various mobile traffic.
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Advertisers: Take Your Lead Gen Beyond the Desktop
1. How to Take Your Lead Gen
Beyond The Desktop
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2. Overview
• Difference of Mobile vs. Web Lead Gen
• Types of Mobile Lead Generation
• Best Practices
• Tracking and Analytics
• How to Gain Distribution
• Question and Answer
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3. Why Mobile Matters
• 50: Percentage of U.S.
population that will own a
smartphone by 2014
• 141: Minutes/day that
adults spend using mobile
devices
• ~50: Percentage of
Facebook ad revenue that
comes from mobile
• 48: Percentage of emails
opened on mobile devices
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4. Difference of Mobile vs. Web Lead Gen
• 41% of mobile users access device while in store or while
making a purchase consideration
• Mobile searches for contractors and construction grew 68%
YOY to 37% of total searches on YP Local Ad Network
• Mobile users use device earlier in the sales funnel
• Shorter consideration set due to information access
• Sense of Urgency / Emergency
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6. How to Optimize for Mobile Lead Gen
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7. Which Types of Campaigns Work Best?
• Mass-Market Appeal — Would 1-in-100 random people
on the street be interested in the offer?
• Impulsive Action — Is this an offer a user can quickly act
on, or is the decision-making process very long?
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8. Which Types of Campaigns Work Best?
• Broad Targeting — Super-targeted offers (age, geo,
gender, income, etc.) make it difficult to scale campaign
• International — International mobile inventory rates are
very low right now; much easier and faster to make a
campaign work
• Server-2-Server Tracking — Cookies don’t track well on
mobile; need advertisers that supports S2S
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9. Types of Mobile Lead Generation
• Short Forms – Mobile-optimized pages designed to
capture minimum required data of a user
• Pay Per Call – Inbound user initiated calls to a call center
or direct to business
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10. Short-Form Lead Generation
• Keep It Simple
– Keep file size low to increase
loading speed.
– Remove extraneous forms,
CAPTCHA, dropdowns.
– Not everyone has a ―touch‖
smartphone.
• Show the ―value‖ to user for
submitting information.
• Use Server 2 Server Postback
Tracking.
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11. Pay-Per-Call
• Use tracking services such as Invoca
(RingRevenue)
– Allows you to work with partners based on
call duration.
– Can set up IVR to pre qualify calls.
– Record calls to listen in.
• Utilize mobile page best practices as above
• When mobile phones traffic use Click-to-Call
– <a href=―tel:+18001234444‖>Call Us
Now</a>
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12. Analytics and Importance of Mobile Data
• Use analytics and tracking technologies to monitor your
mobile traffic
– Meet
• Mobile Data that can affect Quality and Performance
– Platform OS (iOS, Android, Feature Phone, etc)
– Carrier / ISP
– Device Handset Model and Version
– Device Type (Tablet, Phone, iPod)
– Screen Resolution
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13. Where to Get Distribution
Mobile Web Display
Mobile In App Display
Co-Registration
Traditional Search
Mobile Search
Other Non Mobile Traffic
Offline
Lead Generation
Strong
Mediocre
Strong
Weak
Mediocre
Weak
Weak
www.Matomy.com | @MatomyGroup
Pay Per Call
Weak
Weak
Mediocre
Mediocre
Strong
Weak
Mediocre
15. Stay Connected
Alex Tsatkin
VP of Mobile
Matomy Media Group
P: 203.883.9870
E: alex.t@matomy.com
TALK TO THE MATOMY TEAM AT BOOTH #202!
www.Matomy.com | @MatomyGroup