Off to a great start at Affiliate Summit East 2012 with a session on mobile marketing lead generation by Alex Tsatkin, CEO MobAff LLC. Here are some of the highlights from Alex's talk:
First, 5 strategies were reviewed that lead to mobile marketing failure or success:
- Outdated strategies: always think in a mobile context, not in a context that was developed using other communications channels. Use third party mobile tracking to monitor your campaigns. Often placements do not match criteria.
- Evaluate Quality: approached differently such as metrics unique to mobile.
- Don't just focus on feature phones: in some markets more basic phones are the primary mode of communication.
- Must track mobile specific variables
- Diversify sources of traffic: Test on one network, but quickly scale. There is no major player in mobile. For example AdMob is just Apps. Each network has strengths and weaknesses and vary by geography, type of traffic, availability of premium inventory. Mobile publishers are much more savy to rotate the different ad networks. Plus they always change their network affiliations making it difficult to rely on any one network as a stable source of traffic. Better approach is to scale successful programs through an increasing number of networks.
Most direct marketing offers work on mobile, the problem is scale.
- Premium SMS
- Lead Generation
- App Downloads
- Pay Per Call
Offers that you wouldn't expect work on mobile can work such as filling out long credit card applications.
Three things to think about when putting together a mobile marketing program:
- Offer must appeal to 1 out of 100 people
- Does the offer function properly on the phone.
5 Tricsk to Help with Mobile Testing
- Block WiFi: most of the traffic that comes in will be wifi if you do not block it. Also it confuses data and doesn't provide a true read of costs.
- Block App traffic: Takes more effort to make things work with apps
- Track Site ID: Most networks will provide the site ID of placements, which greatly aids in tracking.
- Focus on high CTR First: click through rate is everything, especially in direct response
- Watch Your Redirect Speeds: on mobile, especially without WiFi it loads slower. Anything that gets in the way of load time such as images will lower response.