Overview
Monstermob, the UK’s best selling mobile content brand, appointed Ambergreen, one of the country’s leading search marketing companies, in October 2003.
The aim was to target the competitive and changeable content market for mobile ring tones, wallpapers, picture messages and games.
With ringtones now outselling many chart singles, there is a massive market demand for tunes, from hundreds of artists and bands including Robbie Williams, Tiesto and Sean Paul.
Ambergreen designed a campaign that would generate high volumes of relevant traffic and ensure that Monstermob sustain strong market penetration in a fast moving market.
The campaign continues to be run out of Ambergreen’s head quarters in Edinburgh and has seen the number of mobile customers rising from 2.5 million in October 2003 to its current level of 6 million.
Problem
Monstermob dominates the UK mobile content market and the company works hard to protect and maintain its position from competition and the ‘changeable’ nature of its target market.
Competition is fierce, with new competitors arriving on the scene every day, from record to telephone companies.
Tino Nombro, Ambergreen’s managing director explains: “Monstermob’s target audience is the ‘teenage’ market, a group highly sophisticated in its use of the internet and skilled in using search to hunt out great content as well as the best deals on the net.
“Added to that trends change constantly so we knew that the campaign we developed would have to be one step ahead of the market at all times.”
Monstermob has an unrivalled track record in the creation and delivery of revenue generative, compelling mobile applications and in-house developed content.
Before starting Ambergreen’s campaign, the Monstermob site, already had high levels of traffic. By October 2002 the site had handled around 20 million transactions in two years and had 2.5 million mobile customers. It was found on some search engines for its name and for some key terms.
Critically, it was not found for some of the very competitive and most searched for generic terms in the marketplace such as ‘ring tones.
This gap in online market penetration meant that the company was missing out on a vast actively searching market.
Solution
Ambergreen was initially brought in to create a pay per click campaign for Monstermob. At that time the Monstermob database comprised over 50,000 items of content.
Ambergreen identified the top terms in each Monstermob category and directed targeted traffic to those terms. The campaign also combined the many permutations of key words, artists and products on offer from Monstermob to generate high volumes of relevant traffic.
This approach quickly saturated the entire site, driving highly targeted traffic for terms like black eyed peas polyphonic ring tone plus generic traffic for generic terms such as ring tone.
The strategy succeeded in creating massive volumes of traffic. And this created a new challenge. The traffic was window shopping - looking but not buying and the conversion rates were low.
Ambergreen is a full service agency, equally skilled in all search techniques and turned to traditional optimisation techniques to broaden Monstermob’s market share. This change in tactic, including link building and the optimisation of the internal database and homepage, dramatically changed the type of traffic and produced more buyers.
The aim of search engine optimisation is simple - to ensure sites and key pages are found ‘naturally’ within the main search results on the key search engines for their relevant content and function.
Adrian Goddard of Monstermob comments: "We looked at many companies to lead our search marketing campaign. Ambergreen stood out because of its impressive track record, vast knowledge of the search market and its commitment to finding the right solution for our needs.
“The mobile content market is young and volatile. Bands and songs fluctuate rapidly in popularity and Ambergreen has been able to create a campaign that is highly flexible and responsive to changing conditions.”
Monstermob is one of the largest catalogues online. Ambergreen optimised a massive 12000 pages to achieve the highest positions across a variety of engines including Google, Yahoo! and MSN.
Ambergreen also optimised the website content, including thousands of relevant search terms, to ensure the search engines recognise each page’s ‘function’ or what it is ‘relevant’ for. There are many elements of a page that affect its optimisation including content, images, links, text, name and layout. Ambergreen ensured that every key home page was fully optimised to be highly visible to the search engines.
The ‘rules’ of search change on a weekly basis and Ambergreen monitors the MonsterMob sites constantly to ensure that MonsterMob maintains its position despite the frequent changes to algorithms and other ranking indicators made by the search engines.
Results
The campaign continues to be run out of Ambergreen’s head quarters in Edinburgh and has seen has seen the number of mobile customers rising from 2.5 million in October 2003 to its current level of 6 million.
Today Monstermob consistently appears in the top five positions on Google and often in the number one slot for some of the webs most fiercely competitive key terms including ‘download ringtones’.
