Developing a Winning Mobile Marketing Campaign

Mobile Marketing

The explosion of the internet and its viability as a potent marketing tool in the mid-1990s brought about new opportunities for businesses to reach their buyers. Internet marketers today have numerous channels to promote products, top among them being mobile marketing. As the adoption of the smartphone hits an all-time high, any marketer who is not taking advantage of this marketing channel is missing out.


How Mobile Marketing Works

There are people raking in as much as $700+ every day in profit just by using their phones in their marketing campaigns—and they have never even run desktop advertising campaigns! It is almost as if we are back in the mid-2000s when Google’s Adwords and AdCentre (formerly Overture) went mainstream and it was very easy to buy traffic. When it comes to mobile marketing, there is a lot of traffic out there, and promoting affiliate offers is as easy as linking them directly. As long as you can match the right traffic with a matching offer, you will reap the ROI benefits for quite long. Before you buy mobile traffic, it is important that you know just how it differs from desktop advertising, what to look for when running offers, and how the ads are presented to the users.

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How Mobile Marketing Differs from Desktop Marketing

Desktop and mobile advertising share a number of features, but they also have distinct differences. Whereas in mobile marketing you focus on getting visitors to click on your ads, with desktop advertising, you try out several creatives to find one that offers the highest rates of conversions rather than eCPM. Your design will significantly impact the click rate in mobile advertising, and no exact creative will determine the ROI.For desktop advertising, it doesn’t matter who the ISP is, just as long as the user has an internet connection, your aim is to get traffic. With mobile advertising, you have to consider the carriers of your target audience because when you receive traffic from the wrong providers, it could harm your campaign.


Types of Mobile Device Traffic

There are two types of mobile device traffic: feature phones and smartphones. Feature phones are the early devices that were in use years ago and can receive emails and perform basic browsing e.g. flip phones. Smartphones are the new high capability units such as Android devices and iPhones. Before you begin your mobile campaign, it is important to research the market and understand the extent of feature phone vs. smartphone penetration so that you can set up the right landing pages. Feature phones work with pages coded in simple HTML and with minimal graphics while smartphone can load images faster and support more dynamic scripts such as jQuery. Desktop advertising is more flexible as it doesn’t matter whether the device is a Mac or PC, or whatever browser is used to access the page.


How Mobile Advertisements are delivered

Another important factor to consider when developing a mobile campaign is the way the advertisements are delivered. As the mobile phone platform evolves, more companies are offering advertisements inside applications, on their responsive websites, and pages built for mobile devices. Applications developed these days offer more intrusive advertising that pushes notifications to the device’s tray system. Other websites have scaled-down banners specifically formatted for mobile devices on their responsive websites. More creative ways of mobile advertisement delivery include video, interstitial, and website overlays among others.

Mobile Advertisement Conversion
While creating a mobile marketing campaign, it is vital to find the best ways for the advert to convert into sales. This will largely depend on the purpose of the campaign and the region being advertised in. In the US, for instance, app developers pay marketers a commission per download. Some offer applications for free, and generate income through internal ad placement and cross or up sells. Some advertisers offer value added services and charge one-time or recurring fees when the carrier is billed. It is clear that mobile advertising is a communication that will keep growing over the future as more and more people buy smartphones and gain access to the internet. As they browse the internet and download and use applications, advertisers are presented with limitless opportunities to monetize such an abundance of traffic. Mobile marketing platforms, though very profitable and dynamic, are still in their infancy stages and as they rapidly adapt, marketers with mobile advertising campaigns are already cashing in.

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