Internet Marketing Group Case Study - MobileDemand

Internet Marketing Group leads MobileDemand to Internet Success

Cedar Rapids, Iowa April 14, 2008 -- Internet Marketing Group of Cedar Rapids, Iowa drives MobileDemand to dramatic results.

• Website traffic increased over 80%
• Advertising expense reduced almost 50%
• Sales increased by over 30%
• Number of leads contacting MobileDemand increased by over 300%
• Cost per lead decreased by over 70%

The Challenge

When MobileDemand® contacted the Internet Marketing Group, they were already a successful growing company. As manufacturers of Rugged Tablet Computers, they had customers all over the US and in many other countries, but had a sales concentration of approximately 80% in one vertical industry. The MobileDemand President, Matt Miller, was laser focused on aggressive growth and diversification of the customer base. They were advertising heavily with Google AdWords, and were testing the waters with a few banner ads on relevant websites.

The rugged tablet pc market isn't as saturated as other markets, but the players have big names and even deeper pockets (Panasonic, Dell, and General Dynamics just to name a few). One of the difficulties faced by MobileDemand was the lack of a well-rounded Internet marketing approach to match the goals of the organization.

The Solution

Matt Miller, MobileDemand President, has a strong marketing background and recognized the need for a more well-rounded and more effective Internet marketing approach. With this in mind, he contracted with the Internet Marketing Group.

From the beginning, the Internet Marketing Group knew that in order to succeed the MobileDemand website needed to be "remodeled" and optimized to drive the desired behavior from interested visitors. Once the website was complete and search engine optimized, the systematic implementation of a well-rounded Internet marketing approach would be needed.

With the new website design complete, PPC (pay-per-click) advertising optimization was the next step. Using data driven analytics and metrics, the Internet Marketing Group deployed their Google Adwords Qualified Professionals to fine-tune MobileDemand's Google PPC advertising. This included altering keyword selections, creating new advertisements, authoring new campaigns, and creating new industry specific landing pages to establish MobileDemand's reputation as an industry expert. Again, costs were reduced and benefits improved. Based on these results, the advertising was duplicated across many other search engines (Yahoo, MSN, etc.).

Next, MobileDemand started developing relationships with review websites and the social media marketing community. MobileDemand submitted their products to highly regarded industry specific websites for independent reviews. Their products shined! MobileDemand was gaining free press across the web from the review websites. Many of these sites submitted press releases at their own expense to tell the public of MobileDemand's superior products. These press releases created a viral effect that lead to the next steps.

At this point, it was clear from the analytic data that traffic from the review websites drove a more serious clientele. The cost per lead was significantly lower and the visitors were more apt to purchase. To maximize this opportunity, the Internet Marketing Group worked with MobileDemand to strategically place advertising on multiple industry specific websites.

Now that MobileDemand was gaining traction from the steps listed above, it was time to implement email and press release marketing. The Internet Marketing Group used its expertise and knowledge of the CAN-SPAM Act to implement an effective approach to start building an double opt-in email marketing database of names. Shortly thereafter, MobileDemand sent their first email blast to subscribers.

Next, the Internet Marketing Group introduced MobileDemand to their Search Engine Optimized (SEO) press release process. In a very short period of time, MobileDemand was releasing their most recent news to the likes of Google News, Yahoo News, and even the Associated Press! These press releases were "re-released" by multiple websites, blogs, and other news related websites. This exposure resulted in hundreds of websites linking to various pages of the MobileDemand website, drastically increasing website traffic.

Each step of the way, MobileDemand was receiving exceptional results. These results kept MobileDemand motivated to do more. Next, the Internet Marketing Group helped implement an increased focus on social media marketing. MobileDemand started blogging, posting videos on YouTube, participating in wiki's, uploading images on Facebook, and a host of other activities. Again, a drastic increase in traffic resulted along with lower costs per lead.

The key to our success with MobileDemand was President Matt Miller's dedication and leadership. Without the strong support and involvement of top level management, the amount of success you can have is limited.

- Jeff McEachron, President, Internet Marketing Group

Once MobileDemand cycled through the process, they kept their eye on the ball and launched another new and even more effective website. They continue to do more of the same behaviors that have brought them success. More importantly, the Internet Marketing Group and MobileDemand team continue to work extremely close together to monitor the data, focus on continuous improvement, and make more improvement decisions based on facts and statistics. Most importantly, they closely monitor Internet trends and adjust their marketing plan accordingly.

Keep your eyes peeled, and you'll see MobileDemand Go Hollywood in 2008. (Really...)

MobileDemand was recently named the Technology Company of the year for the state of Iowa. During his acceptance speech, President Matt Miller said that in his opinion Internet marketing was the biggest opportunity for business growth in the state of Iowa.

Working with the Internet Marketing Group has had a major impact on our successful growth over the last year. In addition to their Internet marketing expertise, they understand the role of Internet marketing in the "bigger picture" of growing a company. They treat our advertising dollars as if they were their own. I strongly recommend not trying to market your business online without the help of professionals like the Internet Marketing Group Team.

- Matt Miller, President, MobileDemand

Results

MobileDemand now operates in multiple vertical markets with increased sales, and higher margins. They've gained recognition as an industry expert and maintain a diverse and well known customer base that includes the likes of Northrop Grumman, The Gap, the US Military, Anheuser-Busch, Disney, FEMA, NASA, and many more. With lower costs, higher margins, and a strong commitment to growth, MobileDemand looks for their relationship with the Internet Marketing Group to drive even greater results moving forward.

Since hiring Internet Marketing Group

• August, 2008 - Anheuser-Busch certifies the xTablet T8700 – third generation xTablet to be certified for their nationwide sales & delivery operations.
• August, 2008 - Google features MobileDemand in a mailing to businesses nationwide.
• July, 2008 - Google Video Success Story – July, 2008, to enhance the written success story, Google visited MobileDemand in June 2008 to video tape an innovate and fun approach to displaying MobileDemand’s use and success of using Google’s paid, cost per click advertising.  Video will be available on Google’s web-site and YouTube.
• July, 2008 - Microsoft Direct OEM Account – Microsoft maintains MobileDemand as a direct OEM.
• June, 2008 - 3M Success Story – 3M has written a success story and using this in print advertising in vertical market journals, e-mail marketing, and on-line Internet Marketing.
• May, 2008 – MobileDemand celebrates its 5th Anniversary.
• May, 2008 - 2008 Entrepreneur of the Year – Corridor Business Journal
• May, 2008 - 2008 #4 Fastest Growing Company in the Corridor – Corridor Business Journal
• March, 2008 – MobileDemand Named 2007 Technology Company of the Year – by the Iowa Technology Association
• February, 2008 - Microsoft Gold Certified Partner – MobileDemand maintains the elite class of top 3% of Microsoft Partners
• January, 2008 – MobileDemand introduces the xTablet T8700.
• October, 2007 - Google Success Story – October, 2007, Google wrote a case study on MobileDemand’s use and success of using Google’s paid, cost per click advertising.  Available on Google’s web-site.
• July, 2007 - Microsoft Direct OEM Account – Microsoft has direct sales person calling on MobileDemand due to its strong technology implementation, market presence, and large opportunities as a technology innovator in the Tablet / Mobile computing market space.

The Internet Marketing Group has played a key role in our overall success as a company
- Matt Miller, President, MobileDemand