5 Key Factors for Mobile Inquiry Generation in 2011
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Transcript of 5 Key Factors for Mobile Inquiry Generation in 2011
Presentation Overview
Key Factors for Successful Mobile Inquiry Generation
1. Understanding the Current Mobile Market2. Utilizing Mobile Targeting3. Filtering Through the Mobile Traffic Noise4. Building Universal Mobile Landing Pages5. Generating Inquiries via Text Messaging from Offline Media
4
U.S. Mobile Market Opportunity
Source: Frost & Sullivan
US Mobile Subscribers/Users (in millions)
168M (60%)
86M (31%)
70M (25%)
50M (18%) Audio33M (12%) Apps33M (12%) Games
20M (7%) Mobile Video
UNIQUE USERS Q1 2010
280M Mobile Subscribers
Text Messaging
MMS
Mobile Internet
Source: Nielsen
6
Mobile Demographic Trends—% of all Mobile Subscribers
13-17, 7%
18-24, 17%
25-34, 29%
35-44, 24%
45-54, 14%
55-64, 6%65+, 3%
Mobile Browser Usage by Age Group:
Male, 56%
Female, 44%
Mobile Browser Usage by Gender:
Mobile Browser Usage:
Search, 54%
News, 40%
Weather, 36%
Sports, 32%
Social Networking, 43%
Source: comScore
7
Mobile Demographic Trends
• 72% of those between 25-49 use text messaging, and 53% of texters are 35 years-old and up. (Scarborough Research)
• African Americans are the most active users of mobile web–outpacing the national average by nine percentage points
• 85% of Hispanics have a cell phone and 39% have taken advantage of online access with their handheld. Mobile access often takes the place of broadband at home with 28.2% using their mobile only for data consumptions
• There are 75M US adults on the mobile internet, more than half of them daily
10
Reaching the Mobile User
Use AppsDisplay on
Downloaded Apps
Browse InternetDisplay on Mobile
Sites
Text MessagingRespond, receive
or Participate
SearchLook for Answers
or Local InfoMobile Search
Engine MarketingRespond, Receive,
Participate
Source: Nielsen
Targeting and Tracking
• You can target based on:– Carrier– Device– Location– Channel– Publisher– Day part
14
Pay-Per-Call Campaigns
Mobile Banner
WAP Landing Page
With filtering:
36% of all calls are over the threshold
26% of paid calls are over 6 minutes.
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Total Call Volume Analyzed
Under 20 Secs / Missdial
Call Over 2 Minutes
Calls Over 6 Minutes [High
Quality]Has GED / Pressed 1
No GED / Pressed 2
% 100% 19% 22% 17% 27% 16%% 100% 19% 22% 17% 27% 16%Volume 600 115 129 101 163 92
0100200300400500600700
Calls
CUnet Click-to-Call Network Sample Data Analysis Q3, 2010
• C2C Campaign with IVR Qualification Questions Press 1 if you are over 18 and have a GED or High School Diploma
Most conversions happen after minute 6.
Payment after minute 2.
16
Mobile Short Form Campaign
• New universe of non-duplicate fresh inquiries
• Scrubbing though CUnet Sparkroom technology
CUnet Control
Panel Data Lead
Scrubbing
HTTP POSTor Email
WAP Landing Page
Mobile Banner
17
Mobile Paid Search Campaign • Toll-free number on adword ads
enabling click-to-call
− Target by city, state, keyword, carrier, smart vs. feature phone, and zip code
• URL can redirect to a mobile page to keep the user experience consistent or just include the toll-free number
– Capture user information on the mobile page
• Mobile Paid Search generated high quality inquiries
Veterinary Schools
IVR Qualification &
Duplicate Scrubbing
18
• Develop a functional mobile website with good content
• Allow users to navigate and learn more about your school, programs, and campuses
• Provide an interactive experience with strong calls to action
Immersive Mobile Website with Embedded Calls to Action
20
Build Universal Mobile Pages
For best practices in building mobile WAP / XHTML optimized mobile pages, go to: www.W3C.org
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Smart vs. Feature Phones Market Share—Q3, 2010
29.7%
70.3%
Smart PhonesFeature Phones
Feature Phones vs. Smart Phones
8%
92%
iPhonenon-iPhone
iPhone Share of U.S. Population
Source: Nielsen
Android24%
Blackberry28%
Microsoft14%
Linux3%
Palm1%
Symbian3%
iPhone27%
BlackberryiPhoneAndroidMicrosoftPalmSymbianLinux
Smart Phone Market Share
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63.7%
30.1%28.6%
21.8%18.7%
13.2%
0%
10%
20%
30%
40%
50%
60%
70%
Sent text message to
another phone
Used browser Used downloaded
apps
Played games Accessed social networking site
or blog
Listened to music on mobile
phone
Mobile Content Usage—SMS is Still King
168 million SMS users in the US—63.7% higher than the next-ranked service (MMS)
by Share (%) of US Mobile Subscribers March 2010
Source: comScore
Unique to mobile is the ability to transform traditional offline media to interactive measurable real-time media
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TEXT DEGREE TO 28638
DELIVERY Direct Response TV, Radio, Print, Outdoor
FORMAT SMS/Text
AUDIENCE Based on Client Media Plan / Placement
TARGETINGTRACKINGREPORTING
Carrier Time/ Date Capturing all SMS interactions
CALL TO ACTION
Text “Keyword” to “28638”
SMS Inquiry Capture Process for Offline Media
SMS interaction
capture
User Texts the Keyword to the
Short Code
Mobile Platform Sends Back Pre-Set Reply /
Questions
HTTP POST
or EMAIL
Lead Data [phone/name/other]
Posted to Client
Summary
Key Factors for Successful Mobile Inquiry Generation
1. Understanding the Current Mobile Market2. Utilizing Mobile Targeting3. Filtering Through the Mobile Traffic Noise4. Building Universal Mobile Landing Pages5. Generating Inquiries via Text Messaging from Offline Media
28
MOBILE NETWORK PARTNERS
Qualify & Filter
Optimize
Target & Build
- Mobile Data Inquiry CPL
- Mobile Inbound InquiryPayPerCall
• Universal Mobile Sites• WAP platfrom• Creative production• IVR qualification• Interactive SMS Platform• Call Tracking / Recording• Vendor Management• Compliance & Monitoring• Real Time Reporting
CUnet’s Mobile Network Advantage
CUNET MOBILEMEDIA MANAGEMENT
PRODUCT• SHORT FORM• CLICK TO CALL• SMS INQUIRY CAPTURE• SMS ALERTS• MOBILE PAID SEARCH
ADDED VALUE
29
Mobile Inquiry Generation with Call Center Lead Verification and Hot Transfer
C&U Call Center
MOBILE NETWORK PARTNERS
Qualify & Filter
Optimize
Target & Build
Mobile DataInquiry
Mobile Inbound
Call Inquiry
• Universal Mobile Sites• Creative production• IVR qualification• Interactive SMS Platform• Call Tracking• Comprehensive Reporting• Vendor Management• Compliance• Monitoring• Real Time Reporting
CUNET MOBILEMEDIA MANAGEMENT
PRODUCT• SHORT FORM• CLICK TO CALL• SMS INQUIRY CAPTURE• SMS ALERTS• MOBILE PAID SEARCH
ADDED VALUE
Call Verified Lead
Full Form
Hot Transfer
• SHORT FORM• CLICK TO CALL• SMS INQUIRY CAPTURE• SMS ALERTS• MOBILE PAID SEARCH
Questions?
````````Contact:Akeel HaiderMobile Media Strategist
E-Mail: [email protected]: 201.477.7688
For more information, go to: www.CUnet.com or check out CUnet’s blog: http://blog.cunet.com