Besides Internet marketing (or online marketing), mobile is another digital marketing media to target the right customers. This post serves as an introduction to mobile marketing for marketers who are interested.
Mobile Marketing Channels
When launching a mobile campaign, it’s important to remember there are multiple mobile channels to reach mobile users. They include:
- Mobile websites
- Downloadable applications
- Mobile messaging
- Mobile video
Like other marketing campaigns, mobile campaigns can have different campaign goals, either brand building or driving some kind of direct response. Let’s take a look at different mobile inventory options that work best for different campaign goals.
Mobile Inventory Types
Display. Just like what happens on the Internet, this kind of graphic or text banners inventory is purchased based on impressions or direct response (like cost per click). Keep in mind (when you buy impression based banners; e.g. CPM) that a mobile user is less likely to see a banner ad at the bottom of the page. The recommended aspect ratios for mobile web banner
ads are 6:1 (default) and 4:1 (extended).
Messaging. Users can reply to your text message with specific format or click on an included URL to open the mobile site.With MMS, interactive ads are also possible.
Paid Search. Paid search on mobile is just another keywords driven digital marketing tactic on mobile devices with less characters allowed in the ad. The landing page must be mobile friendly; otherwise, the bounce rate could be very high and it’s bad for usability. One key difference in mobile search from PC based searches is, the users are more likely to seek actionable results than reference information.
Other not so common mobile inventory types include mobile video, voice, in-application ads (e.g. in-game), and location based mobile ads.
Mobile Landing Page
As mentioned just now, the landing page you create for mobile campaigns must be mobile friendly (don’t use the same one for your PC internet campaigns). The page should also be designed to reduce the amount of scrolling needed and should be formatted to the specific phone experience. You may want to develop multiple versions of the landing page for different phones. A good mobile landing page should have the following qualities:
- Compatible with different handsets
- Clear call to action
- Not too wordy
- Visually appealing
- Quick loading
Mobile Campaign Metrics
Like other forms of digital media, you can measure:
- Click-through Rate (CTR)
- Conversion rate
- Brand recall
- Message association
- Brand favorability
- Purchase intent
Read also: 5 Mobile Analytics to Track Your Mobile Sites
Mobile Campaign Integration with Traditional Media
Common Short Codes (CSCs) and 2D bar codes are two excellent ways to help integrate your traditional media campaigns with mobile ones.
CSCs are a string of five or six digits that a mobile user can send a text message to and receive information or content in return. It offers brands and companies an efficient and easy way to take advantage of text messaging as a way to connect with consumers.
With a 2D barcode application on the phone, users can scan the barcode to automatically complete an action like linking to a mobile website, or open a mobile application. Coca Cola’s recent campaign in Singapore (the image on top) is a good example.