beyond the buzz: what actually makes money
TRANSCRIPT
![Page 1: Beyond the Buzz: What Actually Makes Money](https://reader035.vdocuments.net/reader035/viewer/2022062703/554cdd3eb4c905d1488b501f/html5/thumbnails/1.jpg)
Beyond the Buzz: What Actually Makes Money
The MBA Version of Digital MarketingDuke MBA Marketing Conference
January 25, 2012
Benjamin Rudolph, President & CEORelevance Advisors
![Page 2: Beyond the Buzz: What Actually Makes Money](https://reader035.vdocuments.net/reader035/viewer/2022062703/554cdd3eb4c905d1488b501f/html5/thumbnails/2.jpg)
My Old Job
![Page 3: Beyond the Buzz: What Actually Makes Money](https://reader035.vdocuments.net/reader035/viewer/2022062703/554cdd3eb4c905d1488b501f/html5/thumbnails/3.jpg)
Mobile
![Page 4: Beyond the Buzz: What Actually Makes Money](https://reader035.vdocuments.net/reader035/viewer/2022062703/554cdd3eb4c905d1488b501f/html5/thumbnails/4.jpg)
Devices
925K total devices activated daily - Google
![Page 5: Beyond the Buzz: What Actually Makes Money](https://reader035.vdocuments.net/reader035/viewer/2022062703/554cdd3eb4c905d1488b501f/html5/thumbnails/5.jpg)
Android
As of Nov. 2011, Android had 52.5% of the global smartphone market. – BusinessInsider.com
![Page 6: Beyond the Buzz: What Actually Makes Money](https://reader035.vdocuments.net/reader035/viewer/2022062703/554cdd3eb4c905d1488b501f/html5/thumbnails/6.jpg)
iPhone
Apple has 4% of the phone market, but grabs 52% of the profits. – BusinessInsider.com
![Page 7: Beyond the Buzz: What Actually Makes Money](https://reader035.vdocuments.net/reader035/viewer/2022062703/554cdd3eb4c905d1488b501f/html5/thumbnails/7.jpg)
Apps
109 Million iOS & Android users running apps on their smartphones. – Source: Flurry
![Page 8: Beyond the Buzz: What Actually Makes Money](https://reader035.vdocuments.net/reader035/viewer/2022062703/554cdd3eb4c905d1488b501f/html5/thumbnails/8.jpg)
Apps
There are over 1,000,000 apps available across the major platforms. – MobileWalla
![Page 9: Beyond the Buzz: What Actually Makes Money](https://reader035.vdocuments.net/reader035/viewer/2022062703/554cdd3eb4c905d1488b501f/html5/thumbnails/9.jpg)
Apps
App downloads passed 1 billion/week Dec. 25-31, 2011
![Page 10: Beyond the Buzz: What Actually Makes Money](https://reader035.vdocuments.net/reader035/viewer/2022062703/554cdd3eb4c905d1488b501f/html5/thumbnails/10.jpg)
HTML5
336 million phones with HTML5 capabilities were sold globally in 2011. – Strategy Analytics
![Page 11: Beyond the Buzz: What Actually Makes Money](https://reader035.vdocuments.net/reader035/viewer/2022062703/554cdd3eb4c905d1488b501f/html5/thumbnails/11.jpg)
Go Mo
There will be mobile device for every person on earth by 2015. - Google
![Page 12: Beyond the Buzz: What Actually Makes Money](https://reader035.vdocuments.net/reader035/viewer/2022062703/554cdd3eb4c905d1488b501f/html5/thumbnails/12.jpg)
Amazon Price Check
70% of smartphone users use their smartphones while in a store. – Google/IPSOS 2011
![Page 13: Beyond the Buzz: What Actually Makes Money](https://reader035.vdocuments.net/reader035/viewer/2022062703/554cdd3eb4c905d1488b501f/html5/thumbnails/13.jpg)
Search
Search from mobile devices is up 5X in the past two years. - Google
![Page 14: Beyond the Buzz: What Actually Makes Money](https://reader035.vdocuments.net/reader035/viewer/2022062703/554cdd3eb4c905d1488b501f/html5/thumbnails/14.jpg)
Smartphones & Search
More people will access the web via mobile than desktop by 2013 – Morgan Stanley Research, April 2010
*Nielsen March 2010Graph Source: Google
![Page 15: Beyond the Buzz: What Actually Makes Money](https://reader035.vdocuments.net/reader035/viewer/2022062703/554cdd3eb4c905d1488b501f/html5/thumbnails/15.jpg)
Mobile Search Ads
Mobile devices and tablets accounted for 10% of all U.S. search ad clicks in Q4 2011.Source: Marin Software
![Page 16: Beyond the Buzz: What Actually Makes Money](https://reader035.vdocuments.net/reader035/viewer/2022062703/554cdd3eb4c905d1488b501f/html5/thumbnails/16.jpg)
Landing Pages
![Page 17: Beyond the Buzz: What Actually Makes Money](https://reader035.vdocuments.net/reader035/viewer/2022062703/554cdd3eb4c905d1488b501f/html5/thumbnails/17.jpg)
Google Mobile Ad Revenue
Cowen: Google’s Mobile Ad Revenues Could Surge to $5.8B in 2012 - TechCrunch
![Page 18: Beyond the Buzz: What Actually Makes Money](https://reader035.vdocuments.net/reader035/viewer/2022062703/554cdd3eb4c905d1488b501f/html5/thumbnails/18.jpg)
Mobile Ads
In the U.S., mobile ad revenue surpassed $1B for the first time. - eMarketer
![Page 19: Beyond the Buzz: What Actually Makes Money](https://reader035.vdocuments.net/reader035/viewer/2022062703/554cdd3eb4c905d1488b501f/html5/thumbnails/19.jpg)
Mobile Ad Spending
U.S. mobile ad spending will grow 47% in 2012, reaching $1.8 billion - eMarketer
![Page 20: Beyond the Buzz: What Actually Makes Money](https://reader035.vdocuments.net/reader035/viewer/2022062703/554cdd3eb4c905d1488b501f/html5/thumbnails/20.jpg)
Google Click to Call Ads
77% have contacted a business via mobile, with 61% calling and 59% visiting the local business. – Google/IPSOS 2011
![Page 21: Beyond the Buzz: What Actually Makes Money](https://reader035.vdocuments.net/reader035/viewer/2022062703/554cdd3eb4c905d1488b501f/html5/thumbnails/21.jpg)
Tablets
Over 100MM tablets will be sold in 2012. – Source: Morgan Stanley, Apple
Graph Source: Google
![Page 22: Beyond the Buzz: What Actually Makes Money](https://reader035.vdocuments.net/reader035/viewer/2022062703/554cdd3eb4c905d1488b501f/html5/thumbnails/22.jpg)
iPad 2
Google saw a 440% increase in traffic from tablets in Nov. 2011 vs. Dec. 2010
![Page 23: Beyond the Buzz: What Actually Makes Money](https://reader035.vdocuments.net/reader035/viewer/2022062703/554cdd3eb4c905d1488b501f/html5/thumbnails/23.jpg)
Shopping
Study: Apple’s iPhone, iPad account for 90% of mobile purchases - RiskRelevance
![Page 24: Beyond the Buzz: What Actually Makes Money](https://reader035.vdocuments.net/reader035/viewer/2022062703/554cdd3eb4c905d1488b501f/html5/thumbnails/24.jpg)
Kindle Fire
Kindle Fire sales forecasts: 5M by end of year (2011) – CNN/Money
![Page 25: Beyond the Buzz: What Actually Makes Money](https://reader035.vdocuments.net/reader035/viewer/2022062703/554cdd3eb4c905d1488b501f/html5/thumbnails/25.jpg)
Social Media
![Page 26: Beyond the Buzz: What Actually Makes Money](https://reader035.vdocuments.net/reader035/viewer/2022062703/554cdd3eb4c905d1488b501f/html5/thumbnails/26.jpg)
Time Spent Online
U.S. Citizens spend 16% of their total time online on Facebook.
![Page 27: Beyond the Buzz: What Actually Makes Money](https://reader035.vdocuments.net/reader035/viewer/2022062703/554cdd3eb4c905d1488b501f/html5/thumbnails/27.jpg)
Advertising
![Page 28: Beyond the Buzz: What Actually Makes Money](https://reader035.vdocuments.net/reader035/viewer/2022062703/554cdd3eb4c905d1488b501f/html5/thumbnails/28.jpg)
Valuation
![Page 29: Beyond the Buzz: What Actually Makes Money](https://reader035.vdocuments.net/reader035/viewer/2022062703/554cdd3eb4c905d1488b501f/html5/thumbnails/29.jpg)
Mobile + Facebook
Almost 40% of Facebook Use is by Mobile App – Source: Facebook, Enders Analysis
In Dec. 2011, themonthly active users of Facebook’s mobile apps passed 300 million.
Source: Enders Analysis
![Page 30: Beyond the Buzz: What Actually Makes Money](https://reader035.vdocuments.net/reader035/viewer/2022062703/554cdd3eb4c905d1488b501f/html5/thumbnails/30.jpg)
Timeline
![Page 31: Beyond the Buzz: What Actually Makes Money](https://reader035.vdocuments.net/reader035/viewer/2022062703/554cdd3eb4c905d1488b501f/html5/thumbnails/31.jpg)
Google+
Google+ has 90MM users, up from 40MM 3 months ago. 80% engage every week. - Google
![Page 32: Beyond the Buzz: What Actually Makes Money](https://reader035.vdocuments.net/reader035/viewer/2022062703/554cdd3eb4c905d1488b501f/html5/thumbnails/32.jpg)
Google+
Google+ saw its best traffic month ever in December, with more than 49Million unique US visits to the social network, a 55% increase vs. November. -Source: Experian Hitwise
![Page 33: Beyond the Buzz: What Actually Makes Money](https://reader035.vdocuments.net/reader035/viewer/2022062703/554cdd3eb4c905d1488b501f/html5/thumbnails/33.jpg)
Google+
Search & social are becoming integrated, placing Google & Facebook on a collision course.
![Page 34: Beyond the Buzz: What Actually Makes Money](https://reader035.vdocuments.net/reader035/viewer/2022062703/554cdd3eb4c905d1488b501f/html5/thumbnails/34.jpg)
Google+
![Page 35: Beyond the Buzz: What Actually Makes Money](https://reader035.vdocuments.net/reader035/viewer/2022062703/554cdd3eb4c905d1488b501f/html5/thumbnails/35.jpg)
Twitter has more than 100MM monthly global active users – 50% log in daily. Source: Twitter
![Page 36: Beyond the Buzz: What Actually Makes Money](https://reader035.vdocuments.net/reader035/viewer/2022062703/554cdd3eb4c905d1488b501f/html5/thumbnails/36.jpg)
Next Steps:How Do You Make Money?
![Page 37: Beyond the Buzz: What Actually Makes Money](https://reader035.vdocuments.net/reader035/viewer/2022062703/554cdd3eb4c905d1488b501f/html5/thumbnails/37.jpg)
Mobile Dashboard
Source: Justin Cutroni, Cutroni.com
![Page 38: Beyond the Buzz: What Actually Makes Money](https://reader035.vdocuments.net/reader035/viewer/2022062703/554cdd3eb4c905d1488b501f/html5/thumbnails/38.jpg)
Mixcloud
Have received 100 million free impressions in Facebook with 1% conversion rate.
![Page 39: Beyond the Buzz: What Actually Makes Money](https://reader035.vdocuments.net/reader035/viewer/2022062703/554cdd3eb4c905d1488b501f/html5/thumbnails/39.jpg)
Insights
Source: Mat Clayton, Mixcloud
![Page 40: Beyond the Buzz: What Actually Makes Money](https://reader035.vdocuments.net/reader035/viewer/2022062703/554cdd3eb4c905d1488b501f/html5/thumbnails/40.jpg)
Engagement
Source: Mat Clayton, Mixcloud
![Page 41: Beyond the Buzz: What Actually Makes Money](https://reader035.vdocuments.net/reader035/viewer/2022062703/554cdd3eb4c905d1488b501f/html5/thumbnails/41.jpg)
Social Actions
Source: Mat Clayton, Mixcloud
![Page 42: Beyond the Buzz: What Actually Makes Money](https://reader035.vdocuments.net/reader035/viewer/2022062703/554cdd3eb4c905d1488b501f/html5/thumbnails/42.jpg)
Social Actions
Source: Mat Clayton, Mixcloud
![Page 43: Beyond the Buzz: What Actually Makes Money](https://reader035.vdocuments.net/reader035/viewer/2022062703/554cdd3eb4c905d1488b501f/html5/thumbnails/43.jpg)
Resources
![Page 49: Beyond the Buzz: What Actually Makes Money](https://reader035.vdocuments.net/reader035/viewer/2022062703/554cdd3eb4c905d1488b501f/html5/thumbnails/49.jpg)
HiPPO
Highest Paid Person’s Opinion
![Page 50: Beyond the Buzz: What Actually Makes Money](https://reader035.vdocuments.net/reader035/viewer/2022062703/554cdd3eb4c905d1488b501f/html5/thumbnails/50.jpg)
Thank You
• Benjamin Rudolph• President & CEO• Relevance Advisors• @benjaminrudolph• Presentation may be viewed at
slideshare.net/benjaminrudolph