Case Study: Know Your Mobile

We had to create content and new channels quickly to exploit the shifting Google trends - NetGenie allowed us to do that

Dennis Publishing's Know Your Mobile has been a phenomenal success within just two years - thanks in part to being built with NetGenie

Back in March 2007 Dennis Publishing's new website division - Project Badger - launched a mobile phone website with little fanfare nor fuss.

Two years on Know Your Mobile is one of the most profitable sites in the company's online portfolio and attracts over 550,000 visitors per month who generate a whopping 3.5 million ad impressions.

Know Your Mobile was one of the first websites to launch in the UK on the NetGenie platform and the site's founder, Mat Toor, says that it was a key factor in its rapid growth.

"We needed a content management system that was fast and flexible because we didn't have a big marketing budget and so we were targetting search traffic," says Toor.

"We had to create content and new channels quickly to exploit the shifting Google trends - getting stuff up first is key to getting on the first page of Google results. NetGenie allowed us to do that without having to go through the drawn out design and development bottleneck."

NetGenie's search optimisation tools and search-friendly templates also contributed to Know Your Mobile's rapid traction in search engines like Google and Yahoo. Today, more than 80% of the site's traffic comes from search engines - and that is natural search results rather than paid for links.

"We did use Google Adwords for a while but we soon realised it was easier just to spend the money on creating more content and getting that indexed properly - and NetGenie not only made it easy to create and optimise that content it also generated the XML sitemap that ensures it gets onto Google quickly," says Toor.

The flexibility of NetGenie's templates also helped Know Your Mobile build up its advertising and sponsorship revenues as well as its audience. The variety of ad slots that NetGenie offers over an above the industry standard leaderboard, skyscraper and MPU positions has helped secure key campaigns with big brands such as LG, T-Mobile and Phones 4 U.

"These days advertisers are looking for things that are little different to cut through all the clutter and noise" says Toor.

"On Know Your Mobile we were in a position to offer them unconventional placements - such as outside the boundaries of the site itself - and these are easily tweaked using NetGenie's custom tags and CSS editing tools. The campaigns have not only created massive visual impact but they've also generated tens of thousand of clicks with a CTR that's over five times higher than a standard MPU."

Dennis Publishing now uses the NetGenie on seven website launches that together attract over 1,250,000 visitors each month.