Choosing the right mobile marketing method for your business can earn either hearty profits or financial heartbreak. Ads, apps, banners, text or networking: Which mobile marketing method is right for your business?
Purchasing mobile ad space escalates the real estate adage of “location, location, location” to new e-heights. A Google AdSense campaign places relevant ads on websites, and in mobile marketing the correlation of ads and mobile phone or tablet users is even more important.
Surfing the Internet on a mobile device isn’t the highest action on the priority list with mobile device owners, but they do search and surf extensively. However, they tend to stick to surfing patterns, sticking to certain groups of websites much more than desktop or laptop computer users. Therefore, choosing a mobile ad campaign with banners or text ads must be highly targeting your market audience: Placing an ad for shoes, for example, on a mobile web page for a hardware store won’t correlate well into a high click-through rate, simply with a phrase, “hard-wearing shoes on sale.”
Coldwell Banker, however, drew a click-through rate on an iPad banner ad of above seven percent – far above the standard 0.01 percent most banner ads produce. Their extraordinary approach that earned them that percentage was so simple that it skated below the “new and improved” thinking: Their video banner was an interstitial before an app. The video ad did not automatically play but offered viewers to “learn more.”
Don’t always follow the crowd. Use trends that are reliable, but following a trend doesn’t mean always doing the same thing in the same old way.
[ More on starting a career in mobile marketing with an Internet Marketing degree.]
Short message system or SMS ads, those presented in written form via text messages, tweak the top action by mobile phone users: Texting is the top use for mobile handsets. Tapping into that top-tiered trend may be just the leverage your marketing campaign may need. After all, over 70 percent of all text messages are read, whether sent from a friend or a business.
The key to audience volume is the proper opt-in keyword. The user texts your unique keyword to a short code – you, and that text message presents permission to send them advertising messages. The texted code enters your business onto their contact list, but do not overextend that welcome into tapping into other entries on their lists: You have permission to send messages to that user, not the user’s friends.
Unlike standard keywords or phrases for web pages, mobile marketing keyword phrases should be without spaces. For instance, the keyword phrase you might use on your website is “expert dog training techniques.” The equivalent mobile marketing key phrase should be “ExpertDogTrainingTechniques.” The ‘keyword’ doesn’t have to be only one word, but the phrase must be presented ‘as’ one word – without spaces.
Short phrases work better than long ones, so unless your tag line is less than 40 characters, a rough average, don’t use that but opt for a shorter keyword phrase that expresses your business or product idea perfectly. Your unique code will ensure the user opts into your list, but the more unique your text opt-in phrase is, the more solidly you implant your business in the user’s mind.
QR codes were behind Macy’s mobile campaign in February that brought the non-tech-savvy mobile user into the mobile marketing center. They not only used QR codes very effectively with viral marketing of Facebook fans “liking” products, which spread an advertising links onto hundreds of thousands of extended pages but also gained users a special discount on those products – passed to others via the “referral” link.
Macy’s enveloped the non-tech savvy by launching a YouTube video that explained in very simple terms what QR codes are and how to take advantage of the significant discounts within the QR code extended campaign details.
About the Author: Jaye Ryan, a freelance author who loves to write about mobile technology and mobile marketing for MobilePhones.org.uk.