Using Mobile Channels in Effective Marketing

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  • 0:03 Become a Mobile Marketer
  • 0:33 How Does Internet…
  • 1:23 Conversion Challenges…
  • 3:01 Performance Challenges…
  • 3:52 Valuable Mobile Tactics
  • 5:32 Lesson Summary
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Lesson Transcript
Instructor: Alexis Rhodes

With nearly a decade of experience at agencies and in tech, Alexis Rhodes is a native of digital marketing. As the owner of her consultancy, Understudy Marketing, Alexis seeks to educate marketers on the pros and cons of ever-more granular data and tracking in a digitally-driven world.

Mobile marketing is an entirely different animal than other forms of marketing. In this lesson, you'll learn why and explore how companies can utilize mobile marketing to their best advantage.

Become a Mobile Marketer

Each year, consumers become more dependent on mobile experiences to browse, shop, game, and work. Regardless of what devices consumers are gravitating toward, marketers need to be present with their campaigns in those environments. As mobile continues to explode as a platform, marketers are flocking to bring campaigns to mobile, but there are challenges to work through that desktop campaigns don't have. What are marketers to do?

How Does Internet Marketing Work?

Internet marketing is known largely for its ability to be direct response-focused. It is a marketing strategy that has the goal of an immediate, trackable response from consumers, typically in the form of a conversion.

Internet marketing in a standard desktop environment tracks when conversions happen through the use of cookies - pixels that are dropped on a user's browser when an ad is served to them (an impression) or clicked on by them (a click) and fires when a user returns to a page to complete a conversion (the sale) within a specified window of time (an attribution window).

Marketers value these conversions differently, and some marketers place more value on a conversion driven by a click (since it requires a user action to be taken) than an impression (since it does not require a user action).

Conversion Challenges in Mobile

The mobile marketing landscape is much different than desktop, in part because the majority of ad inventory is in-app inventory, which does not allow the use of cookies. In-app inventory is any advertising that runs inside of a mobile app environment: for example gaming, email, and video applications. When these apps are downloaded, users accept terms and conditions to allow the apps to track and serve them advertising (known as software development kits or SDKs), which take the place of cookie tracking.

The major issue with tracking through SDKs is that conversions are only tracked when a user clicks on an ad and converts immediately, within the same browsing session. These kinds of conversions are quite rare in advertising, so when it's time to report on them, results don't look nearly as positive as they do in desktop.

Marketers can address this in a few ways. One option is to primarily buy mobile web inventory, which is able to track conversions in a more standard fashion. This inventory tends to be smaller and less viewable, but it combats the conversion challenges. Another option is for marketers to adjust their measurement calculations to inflate mobile conversions in reporting based on click conversions they've seen in desktop (transparency with clients when doing this is key, though).

Finally, running mobile advertising primarily for tactics that are not direct response and more focused on brand awareness is an option as well. That way, a client is less likely to hold a marketer accountable for low conversion rates in an environment that has such difficulty accurately tracking them.

Performance Challenges in Mobile

Another challenge marketers face with mobile inventory is that clicks and the rate of clicks to impressions, or click-through rate, look inflated as compared to desktop advertising. Click-through rates on mobile are almost always higher than their desktop counterparts, largely because it's much easier for a user to accidentally click on a mobile ad with their fingers when browsing than it is for a user on desktop to accidentally click a banner. Because of this and the small size of mobile banners (making them harder to see), mobile inventory in general tends to be significantly less expensive than desktop advertising.

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