2. Presentation Overview
Key Factors for Successful Mobile Inquiry Generation
1. Understanding the Current Mobile Market
2. Utilizing Mobile Targeting
3. Filtering Through the Mobile Traffic Noise
4. Building Universal Mobile Landing Pages
5. Generating Inquiries via Text Messaging from Offline Media
4. U.S. Mobile Market Opportunity
US Mobile Subscribers/Users (in millions)
UNIQUE USERS Q1 2010
280M Mobile Subscribers
Text
168M (60%)
Messaging
86M (31%) MMS
Mobile
70M (25%) Internet
50M (18%) Audio
33M (12%) Apps
33M (12%) Games
20M (7%) Mobile Video
Source: Nielsen
Source: Frost & Sullivan
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6. Mobile Demographic Trends—% of all Mobile Subscribers
Mobile Browser Usage by
Gender:
Mobile Browser Usage by
Age Group:
Female,
44%
65+, 3%
55-64, 6% 13-17, 7%
45-54, 14%
Male, 56%
18-24, 17%
Mobile Browser Usage:
Sports, 32%
35-44, 24%
Search, 54%
25-34, 29% Weather, 36%
Social Networking,
43%
Source: comScore News, 40%
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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
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8. Google Index of Mobile EDU Queries 12-31-07 to 12-31-09
Source: Google
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10. Reaching the Mobile User
Use Apps Browse Internet
Display on Display on Mobile
Downloaded Apps Sites
Text Messaging Search
Respond,Receive,
Respond, receive Look for Search
Mobile Answers
orParticipate
Participate Engine Marketing
or Local Info
Source: Nielsen
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11. Targeting and Tracking
• You can target based on:
– Carrier
– Device
– Location
– Channel
– Publisher
– Day part
14. Pay-Per-Call Campaigns
WAP Landing Page
Mobile Banner
With filtering:
36% of all calls are over
the threshold
26% of paid calls are
over 6 minutes.
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15. CUnet Click-to-Call Network Sample Data Analysis Q3, 2010
700
600 Most conversions
500 happen after minute 6.
400
Calls
Payment after minute 2.
300
200
100
0
Calls Over 6
Total Call Volume Under 20 Secs / Call Over 2 Has GED / No GED / Pressed
Minutes [High
Analyzed Missdial Minutes Pressed 1 2
Quality]
% 100% 19% 22% 17% 27% 16%
% 100% 19% 22% 17% 27% 16%
Volume 600 115 129 101 163 92
• C2C Campaign with IVR Qualification Questions Press 1 if you are
over 18 and have a GED or High School Diploma
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16. Mobile Short Form Campaign
WAP Landing Page
Mobile Banner
• New universe of
non-duplicate fresh
inquiries
• Scrubbing though CUnet
Sparkroom technology
CUnet
Control
HTTP POST
Panel Data
or Email
Lead
Scrubbing
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17. Mobile Paid Search Campaign
• Toll-free number on adword ads
enabling click-to-call
− Target by city, state,
Veterinary Schools
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
IVR – Capture user information on
the mobile page
Qualification &
Duplicate
Scrubbing
• Mobile Paid Search generated
high quality inquiries
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18. Immersive Mobile Website with Embedded Calls to Action
• 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
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24. Mobile Content Usage—SMS is Still King
70%
168 million SMS
63.7%
users in the US— 60%
63.7% higher than
the next-ranked 50%
service (MMS)
40%
by Share (%) of US Mobile Subscribers March 2010
30%
30.1%
28.6%
20% 21.8%
18.7%
10% 13.2%
0%
Sent text Used browser Used Played games Accessed social Listened to
message to downloaded networking site music on mobile
another phone apps or blog phone
Unique to mobile is the ability to transform traditional offline media to interactive
measurable real-time media
Source: comScore
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25. SMS Inquiry Capture Process for Offline Media
DELIVERY Direct Response TV, Radio, Print, Outdoor
FORMAT SMS/Text
AUDIENCE Based on Client Media Plan / Placement
TARGETING Carrier
TEXT DEGREE TO 28638
TRACKING Time/ Date
REPORTING Capturing all SMS interactions
CALL TO Text “Keyword” to “28638”
ACTION
User Texts the
Keyword to the Lead Data
[phone/name/other]
Short Code
Posted to Client
SMS HTTP
interaction
POST
capture
or EMAIL
Mobile Platform Sends
Back Pre-Set Reply /
Questions
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27. Summary
Key Factors for Successful Mobile Inquiry Generation
1. Understanding the Current Mobile Market
2. Utilizing Mobile Targeting
3. Filtering Through the Mobile Traffic Noise
4. Building Universal Mobile Landing Pages
5. Generating Inquiries via Text Messaging from Offline Media
28. CUnet’s Mobile Network Advantage
MOBILE NETWORK CUNET MOBILE
PARTNERS MEDIA MANAGEMENT
Target Qualify
& Build & Filter
Optimize
- Mobile Data Inquiry
PRODUCT
• SHORT FORM
CPL
• CLICK TO CALL
- Mobile Inbound Inquiry
• SMS INQUIRY CAPTURE
• SMS ALERTS
PayPerCall
• MOBILE PAID SEARCH
ADDED VALUE
• Universal Mobile Sites
• WAP platfrom
• Creative production
• IVR qualification
• Interactive SMS Platform
• Call Tracking / Recording
• Vendor Management
• Compliance & Monitoring
• Real Time Reporting
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29. Mobile Inquiry Generation with Call Center Lead Verification
and Hot Transfer
MOBILE NETWORK CUNET MOBILE
PARTNERS MEDIA MANAGEMENT Full Form
Target Qualify
& Build & Filter
Optimize
C&U Call Center
PRODUCT
Mobile Data
Inquiry
••SHORT FORM
SHORT FORM
••CLICK TO CALL
CLICK
••SMS INQUIRY CAPTURE
SMS INQUIRY CAPTURE Mobile
Inbound
••SMS ALERTS
SMS ALERTS
••MOBILE PAID SEARCH
MOBILE SEARCH
Call Inquiry
ADDED VALUE
• Universal Mobile Sites
• Creative production
• IVR qualification
• Interactive SMS Platform
• Call Tracking
• Comprehensive Reporting
• Vendor Management
• Compliance
• Monitoring
• Real Time Reporting
Hot Transfer
Call Verified Lead
29
