Mobile Marketing

The History of Mobile Browsers

One of the hardest parts of working on the mobile Web is working with the mobile browsers, but each year the situation improves. To understand the evolution of mobile Web browsers, you only have to look to the evolution of traditional browsers. The two technologies are similar and thus follow a familiar path in terms of milestones and innovations. Mobile browsers became a reality about 10 years after traditional browsers did, so all the major benchmarks in the evolution of mobile browsing occur...

OnDeck Versus Off Deck Web Advertising

The experience between on- and off-deck Web access is becoming very similar, but on- and off-deck mobile Web access are still fundamentally different. As discussed in previous chapters, on-deck Web access is Web access that the carrier provides though a branded portal, sometimes called a WAP deck. Marguerite Reardon, a staff writer at CNET News, explains the unique business model for on-deck Web access quite well Most mobile operators offer subscribers a menu or deck filled with the carriers'...

Targeting Your Mobile Customers

As discussed elsewhere in this book, not everyone is an ideal candidate to receive your mobile marketing messages. For the most part, people with smart phones and true Web browsing phones are far more likely to be compelled by any type of mobile marketing message. In terms of age group, that means only about 8 of Baby Boomers, 18 of Millenials, and 10 of Gen-Xers are likely to be compelled by your mobile marketing messages. Table 3.1 shows what types of smart phones each of these demographics...

Mobile Affiliate Marketing

Affiliate marketing is a unique form of marketing in which other companies agree to help you sell your product or drive traffic to your website, in return for a portion of the profits from each sale they send (see Figure 7.1). Commissions can be paid based on clicks, sales, or leads acquisitions. In some cases, affiliates are referred to as partners because they are acting in the best interest of both parties. If you are on a website and are interested to see if they have an affiliate marketing...

Tracking Mobile SEO and Keyword Rankings

When you are working with a traditional website, you can use a variety of tools to find out how your website is ranking in various search engines. Although these tools have no way of accounting for the problems with personalization or localization, they are a quick way to see how your website is performing in traditional search results over time. Because none of those tools currently report on mobile search engine rankings, you have to do searches by hand or rely on your analytics to see what...

Online Images Videos and Podcasts

Companies that create stellar images, videos, or podcasts usually put a lot of resources into making those assets great. To get the most out of your marketing dollar, be sure to make those assets available online. This means making them available on your website, the mobile Web, and vertical search engines that index images, videos, or audio files. Video If you have TV commercials or other videos promoting your integrated campaign, submit them to YouTube, Google Video, SingingFish, Blinkx,...

Direct Marketing That Is Persistent

Before everyone had cellphones, most direct marketing was tied to specific locations. Direct marketers reached people at addresses or phone numbers that a group of people usually shared. A marketer's ability to communicate with people largely depended on people actually being at specific places. Marketers were forced to anticipate where people were, at whatever time they wanted to reach them. If people moved, went on vacation, or were just out and about, they were unavailable to receive our...