Top Banner
Mobile in the Mix Jeremy Wacksman – VP Marketing & Mobile @jwacksman
25

XCMO 2013: The Expanding Role of Mobile in the Marketing Mix

Jan 15, 2015

Download

Technology

Zillow's Jeremy Wacksman takes us through exactly where Zillow has found Mobile wins, and his strategy leading up to today and where he’s going with Mobile next year.
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
Page 1: XCMO 2013: The Expanding Role of Mobile in the Marketing Mix

Mobile in the MixJeremy Wacksman – VP Marketing & Mobile@jwacksman

Page 2: XCMO 2013: The Expanding Role of Mobile in the Marketing Mix
Page 3: XCMO 2013: The Expanding Role of Mobile in the Marketing Mix

Nearly 64 Million Monthly Unique Users

Jan-

07

May-0

7

Sep-

07

Jan-

08

May-0

8

Sep-

08

Jan-

09

May-0

9

Sep-

09

Jan-

10

May-1

0

Sep-

10

Jan-

11

May-1

1

Sep-

11

Jan-

12

May-1

2

Sep-

12

Jan-

13

May-1

30

10,000,000

20,000,000

30,000,000

40,000,000

50,000,000

60,000,000

70,000,000

Total Zillow Inc Visitors

Page 4: XCMO 2013: The Expanding Role of Mobile in the Marketing Mix

25 appsacross every major platform

Page 5: XCMO 2013: The Expanding Role of Mobile in the Marketing Mix

3xHigher

contact rate than desktop

60%

of ALL Traffic

321M

Homes viewed on mobile

in Aug 2013

Page 6: XCMO 2013: The Expanding Role of Mobile in the Marketing Mix

Sun Mon Tue Wed Thu Fri Sat-40%

-30%

-20%

-10%

0%

10%

20%

30%

40%

Daily UsagePC Phone Tablet

Page 7: XCMO 2013: The Expanding Role of Mobile in the Marketing Mix

12:0...

1:00 A

M

2:00 A

M

3:00 A

M

4:00 A

M

5:00 A

M

6:00 A

M

7:00 A

M

8:00 A

M

9:00 A

M

10:0...

11:0...

12:00 P

M

1:00 P

M

2:00 P

M

3:00 P

M

4:00 P

M

5:00 P

M

6:00 P

M

7:00 P

M

8:00 P

M

9:00 P

M

10:00 P

M

11:00 P

M

Hourly UsageTablet Phone

Page 8: XCMO 2013: The Expanding Role of Mobile in the Marketing Mix
Page 9: XCMO 2013: The Expanding Role of Mobile in the Marketing Mix
Page 10: XCMO 2013: The Expanding Role of Mobile in the Marketing Mix

150x

# of times people check their phone every day

44% of people admit they have slept

with their phones

Source: AdTruth

Page 11: XCMO 2013: The Expanding Role of Mobile in the Marketing Mix

Name of presentation | 11

Page 12: XCMO 2013: The Expanding Role of Mobile in the Marketing Mix
Page 13: XCMO 2013: The Expanding Role of Mobile in the Marketing Mix

New World Order…

Page 14: XCMO 2013: The Expanding Role of Mobile in the Marketing Mix

Product as Marketing

iOS 7 Launch

iPad Launch

Page 15: XCMO 2013: The Expanding Role of Mobile in the Marketing Mix
Page 16: XCMO 2013: The Expanding Role of Mobile in the Marketing Mix
Page 17: XCMO 2013: The Expanding Role of Mobile in the Marketing Mix
Page 18: XCMO 2013: The Expanding Role of Mobile in the Marketing Mix

Internal, Integrated BI

Identifier: Browser Cookie? UDID? MAC Address?Apple ID for Ads?Digital Fingerprint?

Mobile can be measured

Page 19: XCMO 2013: The Expanding Role of Mobile in the Marketing Mix

Demand data beyond the download

Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13

Mobile Acquisition

Attributable Not-Attributable

Page 20: XCMO 2013: The Expanding Role of Mobile in the Marketing Mix

Mobile can be measured

0 1 2 3 4 5 6 7 8 9 10 11 12

Conversions by iOS Cohort

Aug-12Sep-12Oct-12Nov-12Dec-12Jan-13Feb-13Mar-13Apr-13May-13Jun-13Jul-13Aug-13

Months of Fill

Co

st

pe

r C

on

ve

rsio

n

Page 21: XCMO 2013: The Expanding Role of Mobile in the Marketing Mix

Network A

Network C

Network D

Network B

Dozens of Ad Networks

XMultipleDevices

XMultipleFormats

MultipleMessages

X

Mobile must be optimized

Page 22: XCMO 2013: The Expanding Role of Mobile in the Marketing Mix

Mobile must be optimized

Morning Daytime Early_Fringe Prime Latenight Overnight TotalMonday 1.45 1.65 1.91 0.22 0.38 0.39 0.54Tuesday 1.01 1.27 1.45 0.51 1.28 0.48 0.76Wednesday 1.42 0.38 0.17 1.17 2.47 0.39 0.59Thursday 0.04 0.12 3.02 2.05 0.60 0.18 0.51Friday 1.38 0.89 1.54 0.75 0.89 0.55 1.38Saturday 0.53 0.41 0.49 2.38 1.89 0.29 0.96Sunday 0.25 0.60 1.32 1.57 1.86 0.40 2.26All 0.76 0.78 1.34 1.39 1.33 0.40

National

Page 23: XCMO 2013: The Expanding Role of Mobile in the Marketing Mix
Page 24: XCMO 2013: The Expanding Role of Mobile in the Marketing Mix

1. Product = Marketing

2. What is your ‘mobile owned’ media doing?

3. Mobile can be measured

4. Mobile must be optimized

Page 25: XCMO 2013: The Expanding Role of Mobile in the Marketing Mix