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