Mobile marketing on steroids

Today I watched a mobile marketing webcast on steroids – well maybe not – but it’s a beast. The webcast was hosted by Rob Thurner @ the Mobile Training Academy.

Some tidbits I found really interesting are

  • Mobile is beginning to overtake TV, it has been shown to be actually 4.4x more effective than TV in driving sales for a recent multi-media campaign in the UK. Similar trends in the US;
  • 51% of mobile browsers use search
  • Mobile search has increased not 100, not 200, but 500% in the last 2 years!
  • 70% of Google mobile search is location based and apps/mobile adverts that utilize this information have much higher conversion rates
  • 17% of people have changed their minds about buying a product while in store based on a quick online price comparison on their mobile device. People are willing to wait 24-48 hours to receive an item if they can find it cheaper online. It is interesting to me that we have now passed the time where we were uncomfortable to use the internet even to buy items to trusting the mobile device.

Some other things I found valuable was that Rob highlighted HTML 5 as a web language that allows normal mobile browsing sites (such as your homepage) to be viewed as they would be viewed in an app. He used an example,, which is the Financial Times. They apparently got rid of their app and instead just drive all traffic to this page via the shell of the app. I have been developing a mobile app for quite some time – imagine if you could take advantage of the app format with just a website and a submission to the app store (save a few things). It is amazing if you ask me.

Well either way it seems like the industry is really moving this way and I think I’ll jump on this bandwagon!

One last tidbit of knowledge from Rob – mobile is still new and it is a very iterative process (what a big smancy fancy word) – so when it comes to mobile marketing – test, measure, learn, adapt – repeat. The end.

If you would like to feel it out for yourself – Mobile Marketing Webcast

The lingity of the Fancy F’s and the Get up G’s

– Fancy F’s –

Feeds: A Web document that is a shortened or updated version of a webpage created for syndication. Usually served at user request, through subscription; also includes ad feeds to shopping engines and paid-inclusion ad models. Ad feeds are usually in Extensible Markup Language (XML) or Rich Site Summary format.

Freemium: A business mode that offers basic services for free, or is ad supported, but charges a premium for advanced or special features. The model is popular with Web 2.0 companies that acquire companies through referral networks, organic search marketing and word of mouth.

Frequently Asked Questions (FAQ): A document that answers the most common questions on a particular subject.

Fluid Dynamics Search Engine (FDSE): An easy-to-install search engine for local and remote sites that returns fast, accurate results from a template-driven architecture. Freeware and shareware versions are available.

Frames: An HTML technique that allows two or more pages to display in one browser window. Many search engines had trouble indexing websites that used frames, generally only seeing the contents of a single frame.

– Get up G’s –

Gateway Page (Also Doorway Page): A webpage created in hopes of ranking well for a term in a search engine’s non-paid listings.

Geographical Targeting: The analytical process of making decisions on the regions and locales on which a company should focus its marketing efforts.

Geotargeting: The method of targeting audiences geographically. Search marketers specify where ads should be placed, not just which keywords trigger the ads.

Geographical Segmentation: The ability to determine from which geographical area Web traffic is coming.

Graphical Search Inventory: Banners and other advertising units that can be synchronized to search keywords.

Thanks Performance Marketing for the definitions!

What should you Tweet?

I came across an article titled, “10 Things You Should Tweet.” It’s all about Twitter and business etiquette. We all know that there is no one formula for success, but the author, Jon Gelberg, suggests the following 10 things:

1. The “I found this amazing article I think you’d love” tweet:

Kinda what I’m doing right now… Plug to articles that would be interesting to your audience.

2. The “there are human beings behind our brand name” tweet:

Is your company real? Show pictures of your employees, events, etc. No ghosts allowed here.

3. The “twitter-only promotion” tweet:

Provide a promotion or special deal only to your Twitter followers – I LOVE me some deals – what about you?

4. The “promote our favorite charity” tweet:

Tweet about the great things you are doing with a local/national charity or pick a random one and promote it with a tweet!

5. The “we’re listening to you” tweet:

Pay attn to what your followers are saying about you (retweets, replies, etc.) and respond. Sometimes you can catch things that would have caused you PR problems if you left them and of course anytime you can keep a positive conversation going – heyo! Always good!

6. The “sharing our great content” tweet:

So if you are an expert or (say you are) and you want to share some words of knowledge/wisdom about a topic – Shout it from the mountaintops! …or tweet it. It’s up to you.

7. The “we’re proud as hell” tweet:

If you were super awesome and won some special award, don’t hold it in… that’s not good for you. Share it!

8. The “we found this to be hilarious and hope you do as well” tweet:

I like how Jon said this, so I’ll direct quote him, “While Twitter is a fantastic place to do business, the  compelling thing about it is that it’s not all business. If visitors think you are just trying to sell them all the time, they will unfollow you or, worse, complain about you on Twitter. There’s a lot of funny content on the Web, whether it’s on YouTube, in The Onion, or on any number of humor sites. Sharing humor with your target audience (via links) not only humanizes your company, it gives your followers a reason to seek you out.” Word Jon!

9. The “we are on top of industry trends” tweet:

If you are leading in the industry or have some cool breakthrough to share, provide links to studies, trends, whitepapers, exciting news… It is great content and shows that you are seriously on top of the ball!

10. The “none of the above” tweet:

Try to find the best way Twitter will work for you and your business. No one size fits all here. Ask your employees and friends how they use Twitter and how effective it is for them. Try out some different things and when you find something that sticks – repeat – but remember to keep trying new approaches – things tend to change over time – at least that’s what my mom always told me. 🙂

How to create super awesome Google AdWords Campaigns

Thanks to, I got my hands on a fab whitepaper about Google AdWords. I was really excited to learn about this topic and had to read it right away. I will give you the DL as it was thorough but a bit long.

1. Keep your campaigns and ad groups tightly themed

–This relates to the keywords and phrases that are used. Super duper important for campaigns that opted into the Content Network. 2 reasons why – 1. it’s hard for Google to determine the context of your groups and may misinterpret what you represent or want to represent within your key phrases – i.e. below search… and 2. if you are trying to cover too much ground with one group, it is hard to create compelling ad copy that speaks to each phrase or subject matter within the group.

2. Use analytics and conversion tracking (free)

With this handy dandy free service, you can easily identify within the Adwords interface the performance of each keyword and its cost per conversion. Use it to potimize poorly performing words or make bidding decisions.

3. Test to infinity and beyond…

They say to keep an open mind and try lots of different options. It’s super competitive out there and you need to be on top of the current trends and what not.

4. ADS

Automatically, AdWords rotates your ads and offers the one that performs the best. To find the true stats for each ad, you have to let them run at 50% distribution. Apparently we should experiement with Keyword Insertion, for headline and description lines. Don’t just put anything here – you should put the ones that make sense and be careful to NOT use misspellings, trademarked terms or competitior names.

5. Landing Pages

Google Website Optimizer is a free tool that provides a way to test and edit landing pages without having to be a designer or developer. You can test different creative combinations that will demonstrate a range in performance. It’s pretty cool to see the interface kick back your experiments.

6. Monitor and improve your quality score

Your Quality Score is important and can greatly impact your visibility and ad costs in Google (that’s what they said – I couldn’t find a better way to say it). The score is used to stop sneaky advertisers from bidding on irrelevant keywords and those who try to use keywords that aren’t related to the info on their landing pages (aka false and misleading adverts).  There is also a new tool to show the landing page load time.

7. Longtail Keywords

Even if search volume is higher, the really generic keywords face mad competition and cost you way more. You also end up with less qualified leads (who wants that). You should expand your keyword list with longer phrases to improve the likelihood of future conversions. A good mix of short and long is good to maximize opportunity and leverage your budget…something about ROI. Check out the Keyword Search Tool.

8. Geo-Targeting

Super helpful if you are looking to go after an audience in a specific location.

9. Day Parting/Ad Scheduler

For those peeps who would only really look for you within a specific time frame. Note other time zones if applicable.

10. _______

I had a moment. Lost where I was – oh right…

11. Budget Delivery – Make $$, or rather Spend $$

Accelerated delivery will serve ads until the budget is reached. Be careful – if not used effectively your budget will go bye-bye bc of those late night surfers who are bored. Better for those timed promotions or offline marketing effort looking for max exposure.

12. Consider the Google Options beyond AdWords

Google expanded into TV, Print, Mobile, Radio, Display and Video Ads. Check out Placement Targeting for additional online options within the Google network of pubs.

13. Almost there… Analyze Competitive Sites and User Behavior with Google Trends

Google Trends follows search patterns and volumes, and much much more (ok mostly with searcher behavior – but hey what if it is all of a sudden cool to be a bird watcher, I’d want to know about it…? Or would I?….)

What’s new on Hot Trends

Hey I’m excited about this too! Go OKC!

Glad you got through it with me. If you want the full version to read through, request it through (called “10 critical elements to a successful Google AdWords campaign”). The whitepaper was prepared by and written by Danielle Leitch, EVP Client Strategy. (Thanks Danielle!)

The Lingity of the Eggciting E’s

– Eggciting E’s –

Email Link: An affiliate link to a merchant site in an email newsletter, signature or a dedicated email blast.

Email List (Also Opt-in List): A list of the email addresses of customers who have asked to be contacted by email.

Email Marketing: The promotion of products or services via electronic mail.

Email Signature (Also Sig File): The signature option allows for a brief message to be imbedded at the end of every email that a person sends.

Embedded Commerce: A type of service provider that allows content websites to build online stores. Some service providers offer ecommerce services in which the customer places an order right on the content website.

Earnings Per Hundred Clicks (EPC): Earnings or average pay out per hundred clicks

Earning per Thousand Impressions (EPM): Earnings or average pay out per thousand impressions.

Eighty Twenty Rule: A rule of thumb that dictates that typically eighty percent of the products sold in a product category will be consumed by twenty percent of the customers.

Electronic Funds Transfer (EFT): The transfer of money from one account to another by computer.

Electronic Software Distribution (ESD): A system for selling products, such as software over a network or the Internet. ESD systems provide secure ways for customers to download and purchase software.

Escalating Commission (Also Sliding Scale): A compensation system based on an increase in the money paid to an affiliate. It is a percentage commission that increases based on the achievement of certain targets, such as specific number of copies sold.

eZine: The short term for an electronic magazine that can be electronic versions of existing print magazines or only exist only in digital format.

Thanks Performance Marketing Association!

Ah so this is where SPAM came from – all the brilliance of failed attempts at effective email marketing. Better read up on email marketing

Kudos to our related articles

– LReg

The Lingity of the Not so Dainty D’s

– Not so Dainty D’s-

DHTML: An extended set of HTML tags that add interactive features to a webpage without sending additional requests to the server. W3C is in the process of creating the official DHTML specification.

DMOZ: A multilingual open content directory of Web links owned by Netscape that is constructed and maintained by a community of volunteer editors.

Day After Recall Test (DART): A research method that is used to assess an ad’s effectiveness by testing how well consumers remember the ad the day after they see it.

Dayparting: The ability to specify different times of day or day of week for ad displays, as a way to target searchers more specifically. An option that limits the serving of specified ads based on day and time factors.

Data Feed: A text file that contains the information needed to generate a website. It is provided either directly to the affiliate or indirectly through a network. The affiliate then converts the data feed into a database, which is then used to populate webpages full of products.

Dead Link: An Internet link that does not lead to a page or site, most likely because the page no longer exists or the server is down.

Deep Linking: Linking to content buried deep within a website.

Delisting: When webpages are removed from a search engine’s index.

Demographics: The term that refers to specific information about a population or a target market. Demographics include information such as age, sex, geographic location, and size of the group.

Destination URL: The specific location within a site where the user who has clicked on the ad should be directed. The Destination URL does not have to match the Display URL but should be in the same domain.

Digital Cash: Electronic money used on the Internet. Digital cash can be traditional credit cards or digital bank accounts. All digital cash transactions are encrypted for security.

Directories: A type of search engine where listings are gathered via human efforts rather than by automated crawling of the Web.

Display URL: The URL that is showed to visitors on PPC ads in Google AdWords and other paid search engines. It appears below the ad text and should be no longer than 35 characters and is often the same URL as the site’s homepage.

Distribution Network: A network of websites or search engines and their partner sites on which paid ads can be distributed. The network receives advertisements from the host search engine, paid for with a CPC or CPM model.

Domain Name: Controlled by the worldwide organization called ICANN, domain names are obtained on a first come basis and are used to identify a unique website.

Doorway Page (Also Gateway Page): A webpage created expressly in the hopes of ranking well for a term in a search engine’s non-paid listing. It does not deliver much information but is designed to entice visitors to enter.

Dynamic Content: Information of webpages which changes, or is changed automatically

Dynamic Text: Text, keyword or ad copy that customizes search ads returned to a searcher by using parameters to insert the desired text somewhere in the title or ad. When the search query matches the defined parameter, then the associated term (hybrid) is plugged into the ad.

In my world ICANN means I can do anything I think I can but my mind to…but apparently not in in the eyes of the actual ICANN org. To them, I can only do some things, others are for those early birds looking for good domain names. 
Kudos to our related articles

– LReg

The lingity behind Creating C’s

– Creating C’s –

Cache: A area of storage space on a computer that temporarily stores webpages that a user has visited on a computer.

Cache and Cookie Washer: A program that clean browser tracks, including cache, cookies, history, mail trash, drop-down address bar, auto-complete forms and downloaded program files. It completely wipes out data for total privacy protection.

Cascading Style Sheets (CSS): A stylesheet language that describes the presentation of a document written in a markup language. CSS enables moving the text for ranking a page to the top of the HTML file, which is the reason for using CSS from an SEO perspective.

Charge Back: An incomplete sales transaction (for example: merchandise is purchased and then returned) that results in an affiliate commission deduction.

Click & Bye: The process in which an affiliate loses a visitor to a merchant’s site once they click on a merchant’s banner or text link.

Click Bot: A program generally used to artificially click on paid listings within the engines in order to artificially inflate click amounts.

Click Fraud: The deceitful practice of posing as pay-per-click traffic for the purpose of generating false revenue by the affiliates serving the ads. In PPC advertising terms, it generates a charge per click without having actual interest in the target of the ad’s link.

Click Through (also Click): When a user clicks on a link or advertisement and is taken to the destination of that link.

Click Through Rate (CTR): The number of clicks an ad receives, divided by the total number of times that ad is displayed or served (represented as: total clicks / total impressions = CTR). For example, if an ad has 100 impressions and 3 clicks, the CTR is 3 percent.

Client: A software program that is used to contact and obtain data from a server software program on another computer. Each client program is designed to work with one or more specific kinds of server programs and each server requires a specific kind of client.

Cloaking: A deceptive process that sends search engine spiders to alternative pages that are not seen by the end user. Search engines record content for a URL that is different from what the visitor sees in order to obtain more favorable search positions.

Cobranding: A website or page to which affiliates send visitors that includes their own logo and branding.

Collaborative Commerce Networks: An organization of merchants and websites that work together as business partners. Merchants give their affiliates the same support that manufacturers give to their resellers.

Commercide: When an ecommerce site has performance or transaction problems such as slow-loading pages or malfunctioning shopping carts. Users abandon the site and never come back.

Commission (Also Referral Fee, Finder’s Fee, Bounty): The income an affiliate receives for generating a sale, lead or click through to a merchant’s website.

Commission Rate: The rate of income an affiliate receives for generating a sale, lead or click through to a merchant’s website.

Compensation Rate: The rate at which an affiliate receives money in exchange for goods or services. It is how affiliates are paid and should be stated in the affiliate contract.

Content Management System: A document centric collaborative application for managing documents and other content. A CMS is often a Web application and often it is used as a method of managing websites and Web content.

Context Centric: Refers to a product or service offer that is placed next to relevant content on an affiliate’s site or that is closely matched to the interests of those who visit the website.

Contextual Advertising: The term applied to ads appearing on websites or other media where the ads are selected and served by automated systems based on the content displayed by the user.

Contextual Link: The integration of affiliate links with related text.

Contextual Merchandising: The act of placing targeted products near relevant content.

Contextual Search: A search that analyzes the page being viewed by a user and gives a list of related search results.

Convert (or Converting): A visitor who takes a desired action such as a sale or registration.

Conversion Rate: The number of visitors who convert after clicking through on an ad, divided by the total number of click throughs to a site for that ad. (Expressed as: total click throughs that convert / total click throughs for that ad = conversion rate.)

Conversion Reporting: A measurement for tracking conversions and lead generation from search engines queries. It identifies the originating search engine, keywords, specific landing pages entered and the related conversion for each.

Cookie: Small file stored on a visitor’s computer that records information. For affiliate programs, cookies have two functions: to keep track of what a customer purchases and to track which affiliate was responsible for generating the sale and is owed a commission.

Copyright: The right granted by law to the author or originator of certain literary, artistic and musical productions that allows the author, or those to whom the author grants a license, to control the use of the product for a period of time.

Cost Per Acquisition (CPA): The cost metric for each time a qualifying action, such as sales and registrations, takes place.

Cost Per Action (CPA): The cost metric for each time a commissionable action takes place.

Cost Per Click (CPC): The cost metric for each click to an advertising link.

Cost Per Lead (CPL): The cost an advertiser pays per qualified lead.

Cost Per Order (CPO): The cost metric for each time an order is transacted.

Cost Per Sale (CPS): The term for advertising in which the advertiser pays only for those clicks where the user clicks through on the banner or ad and actually purchases a product on the advertiser’s site.

Cost Per Thousand (CPM): The cost metric for one thousand banner advertising impressions. The amount paid per impression is calculated by dividing the CPM by 1,000. For example, a $10 CPM equals $.01 per impression.

Coupon: A popular form of online sales promotion. The consumer is usually offered an amount or percentage off of the next purchase upon presentation of the coupon.

Coupon Affiliate: An affiliate whose business model substantially consists of making coupons available.

Crawler (also Spider, Robot or Bot): Component of a search engine that gathers listings by automatically trolling the Web and following links to webpages. It makes copies of the webpages found and stores them in the search engine’s index.

Cross Promotion: A way to attract more customers with less by joining forces with people who reach the same target market. Cross promotions can include bundled offerings, collaboratively produced resources, co-branding offers, coop advertising and shared space.

Custom Feed: Enables submission to XML feeds for each of the shopping engines. The engines have different product categories and feed requirements.

Customer Acquisition Cost: The cost associated with acquiring a new customer via the Web or any other medium.

Customer Bounty: The merchant payment to an affiliate partner for every new customer that they direct to a merchant.

Cybersquatting: When a person buys a domain that is the trademark or near trademark of some other company.

Thanks Performance Marketing Association!

Cybersquatting is a real word? Sounds like some sort of felony – but apparently it’s legal. Where is the world coming to? 
– LReg