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, app.ft.com, 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!

SEO vs PPC

Hey Lead Love Crowd! I came across a great article in the Entrepreneur Mag. about SEO vs PPC.

AJ Kumar talks about 3 main points:

AJ says 1. How large is your website advertising budget?

I would ditto this is a big piece of the pie. If you don’t know how much you can spend, it may restrict you on how much traffic you can generate for your website. What I think is more important is what your goals are as a company. If you don’t know what you want to achieve with your campaign – whatever kind it is, PPC, SEO, SEM, CPA, CPM, etc. – then it is really difficult to really use those dollars you do have in an effective way.

AJ says • Faster testing. Websites should focus on achieving conversion, whether it’s selling products, signing up email newsletter subscribers or some other action. That means actively testing website variables to improve conversion rates.

Definitely need to learn the best way you can optimize your campaigns to improve conversion rates. This can come by using a great tracking technology and experts who can help you find ways to improve. Integrate.com can be a great technology to take advantage of. They have all other sorts of perks too.

AJ says • Protection from SEO algorithm updates. One major weakness of SEO is that algorithms change from time to time.

So true, I came across a website lately, awesomize.me, and when talking to the CEO – they found a way to optimize their results to show up even before Facebook and Linkedin. They must have figured out something different.

AJ says 2. How high are the average CPCs in your industry?

I would echo this point as well. If you are looking for publishers to run you banner CPC offers and are not competitive in your pricing, you may not get the cream of the crop – if you catch what I am throwing at you. The better you pay, the better traffic you get – not always, but usually.

AJ says 3. How competitive are the SERPs in your niche? You also will want to determine how competitive the search engine results pages (SERPs) are for your target keywords. To do this, enter your keywords into the Google External Keyword Research Tool, which will tell you the estimated competition level, as well as the number of advertisers bidding on your keywords and the average CPCs.

SERPS is a new term for me, but keywords is not. I have to thank AJ for this tip – I will be checking into it further. I know in the past, I have entered keywords into the basic search in Bing, Google, Yahoo, other search engines… and taken notice of similar search terms. Maybe this is the old fashioned way of doing this – but it is interesting to learn of what people do ‘Google.’

Aj saysWhen combined, PPC and SEO can be quite powerful. Ask yourself these three questions and determine the optimal mix of PPC and SEO for your website.

Totally – and I would say don’t restrict yourself to only PPC and SEO, as there are many other performance marketing campaigns that can prove to be super effective for your business. Again no one size fits all – but the more you can expose yourself and the smarter you can spend – the better brand awareness and conversions you should see.

Believin’ the lingity of the B’s

– Believin’ B’s –

Backlinks (Also Inbound Links): All the links that point at a particular webpage.

Banner Ad: An electronic ad in the form of a graphical image that is available in many sizes and resides on a webpage. Banner ad space is sold to advertisers to earn revenue for the website.

Banner Exchange: A network where participating sites display banner ads in exchange for credits to display banner ads on other sites in the network. The amount of credits earned is a factor of how many banners are displayed on a site and the exchange rate.

Banner Farm: A webpage, usually on a free Web host site, that consists of pay-per-view banner ads or banners linked to affiliate programs. It is considered to be a practice that affiliates should avoid.

Behavioral Targeting: The practice of targeting and serving ads to groups of users who exhibit similarities in their location, gender or age, and how they act and react in their online environment.

Benchmark Report: A report used to mark where a website falls on a search engine’s results page for a list of keywords. Subsequent search engine position reports are compared to that.

Bid: The maximum amount of money that an advertiser is willing to pay each time a searcher clicks on an ad. Bid prices can vary widely depending on competition from other advertisers and keyword popularity.

Bid Management Software: Software that manages PPC campaigns automatically, called either rules based (with triggering rules or conditions set by the advertiser) or intelligent software (enacting real-time adjustments based on tracked conversions and competitor actions).

Blog: An online chronological journal that can be updated regularly. By utilizing easy-to-use software, users with little or no technical background can maintain a blog.

Blogosphere or Blogsphere: The current state of all information available on blogs and/or the subculture of those who create and use blogs.

Bookmark: A stored location on the Web for quick retrieval. Web browsers provide bookmarks containing the addresses of favorite sites.

Brand Name Bidding Policy: The bidding policies that merchants have to display to ensure transparency for affiliates.

Browser: A software application that enables a user to display and interact with text, images, videos and other information typically located on a webpage at a website on the Web or a local area network.

Browser Helper Object: A DLL module designed as a plug-in for Microsoft Internet Explorer Web browser to provide added functionality. Some modules enable the display of different file formats not ordinarily interpretable by the browser.

Thanks again Performance Marketing Association!

Bringing the B’s home for din din tonight.

– LReg