About go mobile
The mobile web is expected to reach nearly 2 billion users by 2015. Advancements in mobile technology have influenced the way in which consumers’ research products / services, communicate with friends and peers, and ultimately, engage with brands. Go Mobile explores mobile marketing and advertising mediums, techniques and quick wins for both novice and advanced digital marketers alike to launch their very own mobile marketing initiatives. Using practical, ‘real-life’ Fortune 500 company examples, Go Mobile illustrates best practice mobile marketing and advertising approaches, including; location-based services and advertising, mobile ppc / paid search, mobile display advertising and mobile ad networks, as well as ‘appvertising’ and app monetisation.
Go Mobile begins by exploring the evolution of the mobile landscape (carriers and manufacturers, and understanding smartphone operating systems), mobile websites, mobile applications and mobile app development, and delves deep into classic marketing models such as the 4Ps (price, product, place, promotion), 5Cs (company, collaborators, customers, competitors, and climate) and E. St. Elmo Lewis’ AIDA (attention, interest, desire and action) model to help illustrate how consumers have historically, and still do, engage with brands – laying the foundations for successful mobile marketing.
Strategic mobile marketing planning
Step 1 of your mobile marketing campaign initiative should seek to identify the ever-changing wants and needs of your customers, leverage existing analytics data to determine which devices, operating systems and locations your target audience / existing users are engaging with your brand from.
Top 10 mobile devices – Apple / iOS accounts for 92% of top 10 consumption!
If your heart is set on developing a mobile app, you must first consider what the final objective of the application is to be - branded, acquisition, loyalty or a combination of each. Common app categories typically include: news and information, social, games, culture / fun, shopping, branded apps, productivity, financial tools, organisers / time savers or business tools and utilities (for a complete list of app examples, please visit the 60 second marketer website).
The mobile marketers arsenal
A mobile marketers arsenal contains SMS (Short Message Service) and MMS (Multimedia Message Service), two communicational mediums that most people are familiar with, location-based marketing, 2D / QR codes, as well as mobile display and mobile search advertising.
Mobile display advertising
According to Borrell Associates, mobile display ad spending in the US will grow from $685 million in 2011 to more than $8 billion by 2015. Mobile display ads can appear anywhere within a website, a mobile app or in a game. Mobile display advertising is complex and in order to harness the strongest results, a mobile ad network must be incorporated into any display-based campaign. Mobile ad networks are basically networks of channels (websites, apps and games) that are ‘opted-in’ to serve ads to their users. Popular mobile ad networks include:
Mobile search advertising
Mobile search is expected to represent 25% of Google’s total ad revenue by 2013. Before exploring best practice recommendations from Go Mobile, it is first worth re-visiting the changes in customer behaviour that smartphone technology ignites. Logically, as a direct result of the complexity of typing using a smartphone keyboard, the tail of search queries is typically no longer than 1 - 2 words. The use of voice search is also increasing, which adds yet another layer of complexity to campaign planning, keyword research and configuring your campaign settings. It is not all bad news though, particularly as mobile marketing campaigns can yield stronger CTRs, lower avg. CPCs, and more often than not, higher conversion rates – that is, if you hit the ground running with best practice account set up techniques:
- Create separate campaigns for both mobile and desktop users
- Tailor ad content based on operating system, mobile device or carrier
- Configure device settings accordingly when conducting keyword research via Google’s Keyword Tool
- Introduce broad match keywords to gather the actual search phrases that are triggering your ads
- Drive mobile traffic to a mobile optimised / responsive landing page
- Aim for a keyword position of between 1 – 2 to drive greater CTR
Go Mobile explores key best practices for mobile optimised websites and campaign landing pages, providing practical and performance-driven advice for building mobile ad campaigns. Jeanne Hopkins and Jamie Turner have successfully explored the multifaceted area of mobile marketing, whilst providing a comprehensive overview of both existing and emerging mobile technologies. The only missing addition that would have further credited the book would have been the impact of mobile on search engine optimisation. Go Mobile is a book E-scape highly recommend for any marketer, business owner or webmaster looking to embrace mobile in 2012/13. The book is available on Amazon.
If you would like to discover more about the opportunities that mobile marketing and advertising via Google search or display advertising can deliver, please contact us at firstname.lastname@example.org.