Most mobile marketing is done in application or on mobile websites through banners. Of course, with this you have to be a bit innovative. It is not enough to place a generic small banner in an app to an email submit offer, hoping that the leads will roll in.
Some general tips are:
- Use a pre-lander, with which you pre-qualify the users. A commonly used tactic is the use of a page with a quiz or survey, after which the user is “qualified” to go to the lead generation page.
- Mimic with your banners commonly used apps. For instance, a big success was the banner that had the Facebook notification screen as inspiration, which gave users the idea that they got a message waiting for them after they clicked the banner. Not the most sincere of tactics, but it works.
- Obviously target the right places and market segments for your product on offer. But do not be too obvious otherwise you will pay the lot. If you have gaming product to promote, marketing it through another gaming app is logical, but perhaps even better is marketing it another unrelated app that your target group also likes.
- Countdowns (“this offer will expire in … seconds”) are used often, and for a good reason. It works. However, use it only if it fits your product. It can be detrimental to a high quality product in the long run.
- Make your own landing page and first collect all data first by yourself. Remarket various products through your own channel later on, for instance email. This can be the most profitable tactic if you do it right. After all, you will have customer data that you can use to promote multiple offer sequentially.
Other mobile marketing elements that are gaining in popularity is the use of so-called “QR codes”. These are mostly used by companies with a large street presence. And location based advertising will become very big in the near future. This will offer great opportunities to local business or marketers who want to target on the dot.
Where to buy mobile traffic?
As I told in the previous article An Introduction to Mobile Marketing (Part 1), unless you have your own mobile page or mobile app, you will have to buy mobile traffic direct or networks. Direct is quite difficult as you will have to deals with app owners separately. Therefore I would advice to sign up for mobile networks. Now, there are a lot of networks out there as the market is still new. This also means there is quite a lot of dodgy traffic out there. And that you will have to test a lot. Good mobile traffic networks that converted well for me are InMobi and MobFox.
The field of mobile advertising is still changing a lot these years. Networks come and go. Apps that were popular a year ago have completely this years. An app of a month old can be the most popular app of the world all of the sudden. Also hardware changes. Screen sizes of the mobile phones change. And the technological advances in mobile marketing are quick and profound. In short, mobile advertising is an exciting field which can provide new opportunities constantly.