advertisers: take your lead gen beyond the desktop

How to Take Your Lead GenBeyond The Desktop

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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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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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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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Mobile Creative Needs to be Different

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How to Optimize for Mobile Lead Gen

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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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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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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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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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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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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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Where to Get Distribution

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Lead Generation Pay Per CallMobile Web Display Strong WeakMobile In App Display Mediocre WeakCo-Registration Strong MediocreTraditional Search Weak MediocreMobile Search Mediocre StrongOther Non Mobile Traffic Weak WeakOffline Weak Mediocre

QUESTIONS?

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Alex TsatkinVP of MobileMatomy Media GroupP: 203.883.9870E: alex.t@matomy.com

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