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Internet Marketers Guide: Making Money with the Mobile Web…The Primer

Internet Marketers Guide: Making Money with the Mobile Web…The Primer

Copyright 2010, Moore Marketing All Rights Reserved.

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Internet Marketers Guide: Making Money with the Mobile Web…The Primer

Making Money with the Mobile Web

Despite the tremendous promise of huge profi ts, mobile
marketing is still in its infancy. Technic al and political
obstructions remain however these issues are being cleared
up significantly and the Intrepid Internet Marketer can and
should be planning steps to investigate the opportunities
Mobile Web Marketing is currently making available and the
possibilities being revealed in the next several years.

The Mobile Web story is compelling and quite probably a
marketing channel that can add significantly to an Internet
Marketers bottom line. However, at this time (2009) profound
difference do exist between the “Internet” and the “Mobile
Web” Any marketing plan that merely attempts to transfer
techniques from traditional “Internet Marketing” to the Mobile
Web are for the most part doomed to failure.

The purpose of this report is to provide the reader with solid
information on the nature of Mobile Web Marketing and isn’t

Internet Marketers Guide: Making Money with the Mobile Web…The Primer

intended as some “Secret Technique” Blue Print. The Basic
of effective Online Marketing are and should be the same no
matter the channel. However “Small Screen” web browsing
is a different animal as far as users are concerned and
modification of marketing systems needs to account for
these differences. Browsing on a 21” Wide Screen driven by
the latest quad powered processor being fed by a 12MB
Pipe is a different experience than struggling to get a signal
on your Smart Phone with a 2’ “Small Screen”.

The Internet as a marketing platform has matured and is a
result of the vibrant, open to all architecture. Anyone could
participate easily enough, no permission needed. Grab a
domain name, a hosting provider and slap up a website
geared to a niche in which to sell products and services,
either your own or as an affiliate. Viola you’re in the
competitive mix.

Mobile networks that actually work and are robust enough
for competition are a wholly different situation. The networks
that compose the backbone of the Mobile Web are “Closed
Oligarchies”.
This is not an open system and the laissez-faire competitive
atmosphere of “Internet Marketing” with its huge diversi ty of
proven niche opportunities for the most part is absent.

Certainly the Mobile Web story is compelling as 4 times as
many people worldwide have cell phones versus PC’s and
Smart Phone G4 networks are poised to grow exponentially
allowing for more robust adve rtising and content over the
next several years.

Remember, however these Mobile Web network operators
are burdened with Government Auctioned (pricey) spectrum
licensing and are for the most part heavily regulated. They
are in fact a very small group of Government Licensed
Entities with the inherent problems companies face when
they operate under these conditions.

Internet Marketers Guide: Making Money with the Mobile Web…The Primer

Being saddled with various government entities around the
globe for the most part Mobile Network operators (Carriers)
were reluctant (in many ways still are) to risk the wrath of the
Government Overlords by opening their networks to
Marketers and Advertisers. However, increasingly their
customers are requiring full Online access to the World Wide
Web and their favorite websi tes and social networks.

ANYTIME

and ANYWHERE

The Digital Generation

The shear mass of the current generation that came in to
adulthood the last 20 years with digital devices and the
Internet surrounding their everyday existence has
transformed the landscape for marketers and advertisers
and have mitigated some of the power of Government t o
keep the Mobile Network closed. The heavy hand of the
marketplace has spoken and it demands digital content on
demand “Anytime and Anywhere”.

The ubiquity of cell phone usage has made it the ideal
platform for delivering on this demand. As stated earlier:
World Wide there are 4 times as many portable digital
devices (cell phones mostly also Smart Phones, PDA’s etc.)
as PC’s, twice as many as TV Sets, 3 times as many Mobile
Subscribers as Internet Users. All these numbers are
continuing to grow and Smart Phone penetration is set for
exponential growth as Moore’s Law works it’s magic in this
arena.

Verizon’s CEO Ivan Seidenberg during a recent interview

with Charlie Rose (This is a Must Watch Interview)

Paraphrasing Mr. Seidenberg... “As we move into the next
generation technology G4 we will pursue content. The more
power we put into the network the more content creators will
produce amazing content.”

Internet Marketers Guide: Making Money with the Mobile Web…The Primer

Content

One standard worldwide (G4?) will enable smart phones to
deliver a vast array of content. Voice, Video, Data, Text,
Multi Media, Flash, email, Internet, Audio and on and on as
new content formats join the market. It can come as no
surprise that Google has joined the fray with their Android
Operating system for G4 enabled devices. In the new Mobile
Digital World Content is again KING! Where content is king
Google’s sure to follow and as Internet Marketers so should
we, the argument of distribution trumping content has been
proven false and the battle won by conten t in the new digital
age.

is King (Once Again)

Mobile Does and Is Everything

Everyone has a cell phone (Well Almost everyone)

Everyone that has a cell phone keeps them on their person 24/7/365

Everyone with a cell phone can use them to interact with Social Media Sites and
other Web Properties

Everyone with a cell phone has a built in payment submitter!

With over 258 Million wireless li nes in the United States alone the potential for
Mobile Marketing Success has never been greater. Some reports speculate
100% of Americans will ha ve a wireless device by 2013.

Internet Marketers Guide: Making Money with the Mobile Web…The Primer

Mobile Marketing Revenues are expected to reach $24 Billion by 2013, jumping
from a lowly $1.8 Billion in 2007. (ABI Research) Seriously, Internet Marketers
need to gain that Mobile VRE (Virtual Real Estate) now!

These Facts make the Mobile Marketing story very compelling and real.
Major Brands are successfully integrating the Mobile Marketing Channel into
their media mix, I believe it’s imperative that the Internet Marketing Community
follow suit. I’ll discuss a few methods that Internet Marketers can easily
implement now and safely dip your toe in the water of Mobile Marketing. First it’s
important to understand the elementary differences (as understood in the Mobile
Marketing Community) between Mobile Marketing and Mobile Advertising.

"With 2 billion mobile subscribers around the world, 20% annual subscriber
growth, new networks capable of distributing video, improving handset
capabilities, and rapid turnover of the handsets themselves, mobile phones may
become the most pervasive devices able to access video content on a global
basis," wrote David Wiser in the introduction to the Magna Global report.

Mobile Marketing a Definition

The Mobile Marketing Association (MMA) defines Mobile Marketing as “the
use of wireless media as an integrated content deli very and direct response
vehicle within a cross-media or stand alone marketing communications program”

The key ideas in MMA”s definition of Mobile Marketing:

1. Integrated Content Delivery

2. Direct Response Vehicle

3. Cross Media or Stand Alone

Integrated Content Delivery means the use of different platforms that include
Mobile as a component of the campaign that delivers content to the end user. It
could be using SMS as a method to drive traffic to a website where a transaction or
action can occur. Transaction being a purchase, a video is downloaded, a
subscription to a newsletter and many other possibilities.

Internet Marketers Guide: Making Money with the Mobile Web…The Primer

Direct Response Vehicle means a transaction occurs directly as a result of a
Mobile component of the campaign. It was designed to solicit a direct response
which is specific and quantifiable. The delivery of the response is direct between the
marketer and the viewer.

Cross Media or Stand Alone means the marketing message, story, video, report
etc. is delivered and distributed using a variety of media forms (email, webpage,
SMS, MMS, Television, Radio, etc.) The campaign itself journeys through thes e
various media platforms, Stand Alone simple means Mobile is the Sole Media Form
used in the campaign.

As Internet Marketers we’re in a unique position to transition our marketing
methodologies effectively into the Mobile Media Form as long as we unders tand the
basic components that make Internet Marketing Campaigns effective using Mobile
properly can greatly increase the reach of our campaigns.

A recent study by Marketing Sherpa indicated 49.2% B2C consumer marketers with
significant Sales are tracking mobile search campaigns as a potential tactic, and

13.8% will definitely conduct a full mobile campaign in 2009. As a marketer the old
axiom “Follow the Money” couldn’t be truer than the current opportunity that is
Mobile Marketing.

Mobile Advertising

Mobile Advertising is simply a subset of Mobile Marketing and refers to the format
the marketer uses to reach mobile viewers. It’s a Mobile Marketing tool. SMS, MMS,
Mobile Video, Banner Ads, Network Advertising Channels i.e. Some Mobile Network
Operators offer cellular services at a dis count cost to users in exchange for viewing
network advertisements. Can include “Paid Search” ads (keyword associated)

SMS = Simple Messaging Service
Text Messages limited to 160 words and no html

MMS = Multi Media Messaging Service

Standard for sending messages that include multimedia objects (images, audio,
video, rich text). MMS is an extension of the SMS standard, allowing longer
message lengths and using WAP to display the content. It’s most popular use is

Internet Marketers Guide: Making Money with the Mobile Web…The Primer

sending photographs from camera-equipped handsets, although it is also pop ular
as a method of delivering ring tones as well other downloadable content. The
standard was developed by the Open Mobile Alliance (OMA), although during
development it was part of the 3GPP and WAP groups.

Mobile Advertising is inherently measurable and quantifiable. As such it’s a
proven platform to reach and engage target markets. Mobile Advertising click
through rates blow online banner advertising out of the water. Online banners
typical deliver minuscule results less than 1%. At .02% to .05%

Mobile advertising click through rates run between 1% - 3%. A huge difference
and one Internet Marketers shouldn’t ignore especially when conversion rates on
click through are 5 times better than comparable conversions using online
formats!

Mobile Ad click-through rates vacillate from 2% to 20%. Mobile is an incredibly
effective platform for delivering targeted customers that are personally interested
in your products and services. These figures were quoted from Eric Eller of
Millennial Media and Diana LaGattutta of Nokia Interactive. I’m always leery
when I hear about click -through rates when it involves campaigns I have run
myself. When Blyk Co-founder and CEO Peka Ala-Pietala quoted a 29% click­through at the MoMo Peer Awards Bloggers around the globe rightly demanded
sufficient proof as well Vodafone’s Ray De Silva when he quoted 25% rates at
the Mobile Advertising and Marketing Forum in London.

Remember always, click-through rates vary for many reasons and the job of a
Professional Marketer is to review and implement campaigns that use credible
data. Be responsible for your own numbers and systemic risks are increased
when campaign expectations are out of line with reality! Mobile Advertising’s
advantage can quickly become irrelevant when based upon false evidential data.
Test, Test, Test...

Here’s a list of Mobile Advertising Platforms. Please do your due d iligences
before you jump in and launch campaigns! I will say I’ve run campaigns on most
of these platforms some immensely successful some not so much! However I
think you’ll find on whole that ROI’s can be substantial and cost’s tightly
controlled. Good Luck!

Internet Marketers Guide: Making Money with the Mobile Web…The Primer

Mobile Ad Platforms

Little Screen, Big Opportunities

AdMob

DeckTrade

Google

Jumptap

Acuity

Blyk (Blyk is more than an Ad Platform. They give free cellular service in ex change

for viewing Mobile Ads in the United Kingdom)

MoJiva

BuzzCity

admoda

GetMobile

MCN (Large Search Ad Network)

itsmy.biz (Strong Presence in Social Networking)

mkhoj (Extremely Strong in Asia)

Third Screen Global Presence

zestadz Smaller Ad Network but Strong in India

Yahoo Yes that Yahoo but their Mobile Ads seem to perform well for us

medio Great range of Budget Ad Offerings!

Internet Marketers Guide: Making Money with the Mobile Web…The Primer

iPlaces Hotspot based mobile marketing platform tailored specifically to reach

iPhone, Blackberry and iTouch users. Delivers applications, digital coupons, music
and web pages

Mobile Payment and Billing Aggregators

mBlux The Worlds Largest Mobile Transaction network

Bango Take Payments Worldwide! Take payments in 150 countries.

This of course is not a comprehensive list but represents what I feel are Mobile Ad
Platforms that are robust and have sufficient reach to think about incorporating into a
campaign. Stay tuned for more as they appear!

Mobile’s Worldwide Reach

You might ask yourself why we include worldwide payment gateway sites. Well quit
simply Mobile Marketing opens the door to tremendous World Wide Markets. Take
payments no matter the user’s country, network connection or mobi le device. Users
can pay with credit cards or they can charge it to their cellular phone service
provider!

Mobile is the absolutely “the best way” to connect with the growing “Billions of
People” and the growing Middle Class in the BRIC Countries (Brazil, Russia, India

and China), for whom mobile is the 1stand probably only screen! Let’s not forget the
growing middle class in South Africa, Latin America and the Middle East!

There exists a huge Market outside of the typical Internet Marketers thinking.
(U.S, the UK and Europe). Mobile is the Channel that will tap this huge and rapidly
growing worldwide market.

Check out Bango’s live feed. It shows content being browsed in 180 countries over
350 networks. Very Cool!

Internet Marketers Guide: Making Money with the Mobile Web…The Primer

Turn Your Website into a Mobile Site! InstantMobilezer.com

WML (Wireless Markup Language) is the language used to create pages to be
displayed in a WAP Browser. The WAP Pro tocol (Wireless Application Protocol) was
designed to show internet content on wireless clients, i.e. Mobile Phones

Pages in WML are called DECKS. Decks are constructed as a set of CARDS.

WAP Micro Browsers, a small piece of software that makes minimal demands on
hardware, memory and CPU. It can display information written in a restricted
mark-up language called WML.

Social Media Goes Mobile and Global

Internet Marketers Guide: Making Money with the Mobile Web…The

Mobile Social Media is much more extensive and comprehensive than the ability to
Tweet and integrate your Twitter Account from your cell phone. Huge Mobile Social
Networks are blossoming around the Globe.

Made for Mobile Social Networks

Everything you do on the Internet can be done on your mobile phone if it’s properly
enabled including social media networking. Made for Mobile social networking sites
like itsmy.com areflourishing and growing in user base. Similar growth was
witnessed online with the explosion of MySpace and Facebook. Buzzcity’s

myGamma and many other sites that encourage moblogging, content is captured

and shared on the fly. Mobile So cial Media is pervasive and the numbers indicate its
addictive nature. Banner ads we’ve placed on myGamma have performed well
when we used it for building an SMS Marketing data base.

Primer

Mobile Analytics

Mobile Analytics are captured differently than what you do with your website. Most
website analytic packages such as Google’s offering or Omniture rely on JavaScript
tags embedded on each page you wish to compile data on. Visitors trigger event­level data when they visit the tagged page. Mobile Browsers do not reliably support
JavaScript nor do they normally store cookies which is another method used for
website analytics.

Mobile Analytics enable you to gain actionable perspicacity into the effectiveness of
a mobile campaign as your campaign objectives are targeted. Critical data in the
Mobile Marketing arena includes.

•

Visitor Location

•

Visitor Date and Time

•

Visitor Device

•

Site engagement (entry and exit page, time on site etc.)

•

Transactional Information

•

Unique Visitors

•

Page Views

•

Referrer

•

Visitor transition from Mobile to Website

•

Click Through Rates

•

Campaign Goal and Revenue tracking

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Internet Marketers Guide: Making Money with the Mobile Web…The

And many other considerations...

Here’s some Mobile Analytic Providers you should consider. Many have Free Trials
or Free Account Levels. Listed in no particular order

AdMob which we listed earlier under Mobile Ad Networks.

Mobilitics Nice Free Full Version for 45 days

Bango 30 Day Free Trial and a Fantastic Free Mobile Site Builder

Motally Free “Community Version” I haven’t used this service but will be taking the

Free Version for a Spin shortly.

Primer

Setting Up a Mobile Marketing Campaign

Mobile Marketing Campaign walk -through.

Bango Sign up and use their Free Mobile Site Builder for an easy way to test the

Mobile Marketing Waters!

Bango is a mobile internet company specialized in independent mobile analytics in
real time and mobile billing worldwide

Free Mobile Website from Bango

Define your Target Audience

The very first thing you need to do when you plan your Mobile Marketing Campaign
is often overlooked but never should be, define your target audience! Many Mobile
Marketing campaigns fail because this step has been taken lightly or not executed at
all. The very nature of Mobile demands a marketer connects with the appropriate

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Internet Marketers Guide: Making Money with the Mobile Web…The Primer

viewer. Mobile users want the matching information fast and can be easily converted
if the marketer delivers.

Choose the Proper Mobile application

Ask yourself if your going to target with Mobile Video, Mobile Web, Mobile Text
(SMS) Each medium has a different set of demographics and these can change
based upon many variables. Try to logical ly eliminate the methodologies that won’t
fit the campaign and test the other methods before finalizing the campaigns
methodology.

Design Audience Engagement

Mobile users love to do the following.

1. Play Games (In game ad vertising opportunities abound)

2. Browse the Web (Optimize your site for Mobile Search) do keyword research

3. Text Message

4. View Video

5. Engage in Social Media

Use the above information to create an opportunity for your target audience to
participate. Set up a Poll or Survey. Run a Contest, Deliver Mobile Video.

Mobile video is a rapidly growing opportunity and new tools are coming online.
Here’s an incredible Mobile Video Website!

Kyte

I quote Perry Lawrence Mr. Video of AskMrVideo.com “Kyte is a video delivery

platform that offers s ome amazing flexibility.”

From the Kyte website:

Kyte is an online and mobile video platform for live and on -demand c ontent. Designed

for media & enterta inment companies, Kyte combines the real-time, interactive and

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Internet Marketers Guide: Making Money with the Mobile Web…The Primer

community building capabili ties of the social web, w ith the analytics, control, and

monetization features of professional v ideo platforms.

“Not only can you Record and Upload using Kyte, but you can also stream, although
this is not yet available for the iPhone. In addition to uploading and streaming, you
can email videos directly to friends and family - something I am doing from my
iPhone now!”

Mobile Campaign Tactics

>> Create a clear and precise ca ll to action

>> Create a Click to Call opti on

>> Add ability to share with others using SMS

Here are some options you should consider:

Click to Call

The great thing about Mobile Marketing is users are really likely to take advantage of
the Mobile Medium. When they get to your site they are already “On the Phone” by
providing a click to call option on your site you increase the likelih ood that they will
do exactly that. Major Brands are having great success with this tactic and you can
as well.

Create Incentivized Campaigns

Take a clue from typical B2C marketing and use Mobile Coupons! Mobile users love
to be engaged. Deliver coupons from a Banner Ad cli ck through or with an
incentivized engagement campaign (Survey, Poll) with the end reward of a Valuable
Coupon they can redeem online. Affiliate Marketing can really take off Mobley using
this tactic!

Data Collection Campaign

Lead Generation pays handsomely with many opportunities. More are being made
available everyday. Remember we’re in the beginning of Mobile Marketing and now
is the time to grab your VRE. Getting in early like this allows you to easily compete in

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Internet Marketers Guide: Making Money with the Mobile Web…The Primer

the High CPL arenas like Real Estate and Mortgages and other niches you’d think
twice about using only online websites.

You can succeed handsomely in Mobile Marketing if you keep your Mobile
Campaign message is clear, simple, straight to the point. Remember consumers
using Mobile are on the move and usually starved for time. They’ll aband on your
Mobile Site quickly if you over complicate the message. They want to get in and get
out as quickly as possible and find what they were looking for in the p rocess. Give it
to them in a compelling and engaging way. Being able to deliver what these visitors
were looking for and/or steering them to a resource that does is a sure winner! Point
them in the right direction and th ey’ll tell their friends. Make sure you’ve designed a
method that they can easily SMS.

Set a Budget and Crunch the Numbers

Research the Mobile Networks you’re going to use. Establish a baseline on your per
click cost (if your using a PPC Model) and stick with it. Establish the analytic Model
that insures your campaigns success. Does it match your target markets profile?

Design Testing Methodology into your Campaign

Test, Test, Test... Enough said!

Last Step before Campaign Launch

Validate your Mobile Site

We’ve had incredible success using Mobile Marketing as outlined in this report and
we are certain you can as well. Good Luck!

All the Best

Internet Marketers Guide: Making Money with the Mobile Web…The Primer

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Moore Marketing, 2010 ... All Rights Reserved