Mobile Marketing Key Terms & How To Use Each

Well being that you are on this website I’m pretty sure you have an idea of what mobile marketing is about. If not and you are just trying to get your feet wet in this industry there are terms that you should know to be able to recognize them when you see them online.

Mobile marketing comes in a number of different types of forms.  The good thing about all of them is that mobile is proving to have the highest responsiveness of all marketing channels and even better it is faster than all the others.  This is one of the reasons we love mobile marketing.

But to get into the nitty gritty (yeah I said that), these are the types of mobile marketing avenues you will need to know for the next time you are at a convention and someone starts talking mobile you can hold your own with at least knowing what they are referring to in context.

Mobile Application Advertising

This is probably the one that most people are most familiar with. You see these on apps that are free and a good amount of time are advertising for other apps.  Honestly in my own testing I find that there is a lot of erroneous clicks and it is hard to really determine a really good metrics of what is converting where.  Ideally it is best to work with your type of landing page and what you think will convert someone coming from an app.

I think that this is a good avenue of mobile marketing if you are doing this for another app that is similar or something that can complement the current app they are in.  However if you are an affiliate I find that this is quite a crappy way to convert people.  See there I said convert, not to do affiliate marketing overall.  The reason I say this is because currently on mobile devices there is no cookies.  Which can suck for an affiliate because a lot of times it takes people a couple times seeing something to convert.

How to best use Mobile Application Advertising is be building a list of some sort that you can connect with in another way.  Ideally this will work for getting people into an email list or mobile list.

If you do want to do affiliate marketing in this way, try to get on those offers that are CPA basis only.  The only real player in this space that I feel that has the offers and is from a team that is run by a dude that knows his stuff – Mark Roth and he owns Offer Mobi along with Howie Schwartz.

SMS Text Marketing

This is of course our favorite, so much so that once we knew how to do it well we decided to develop our own system that is superior to all other systems that weren’t built by marketers.  At the end of that we have this SMS marketing system you see today as Call Loop.

SMS text marketing is the ability to send SMS messages to a customer list through the use of a shortcode or phone number.

The best way to use this form of mobile marketing is for a number of reasons but the top reason will have to be customer retention.

What Do I Mean Customer Retention

Customer retention to us is being able to stay up to date with your current clients in the most coveted item they have with them throughout the day – their phones.  It doesn’t get any closer than this, unless you start implanting chips in their heads that updates customers of your message (something that Ray Kurzweil might find cool).

The interaction is almost instant and you see results from your messages instantly.  Although we know through our testing that this is the best form of mobile marketing, we also know that this is the sharpest sword on both sides.  What I mean by that is that you have to use this wisely.  You have to know when to contact, what to say, and what your CTA is going to be.  This is a customer retention tool that hopefully keeps customers not drives them away.  There have been a lot of companies that have done it wrong and paid dearly for those mistakes.

If used for the right reasons this is going to be the best marketing strategy you can use in your arsenal of marketing tactics.  The reason why is all avenues will lead to this one. If you are accepted by customers on the other marketing avenues (mobile and other), this is the best point of contact.  If they trust you here and take action from message in an SMS message – you are a marketing top dog.  If they save your shortcode to recognize your brand YOU ARE IN THE TOP 1% OF MARKETING GENIUSES.

QR Codes

This is an excellent mobile marketing channel for offline marketing to be put into an online resource.  QR codes are the business cards of the future and the brochures of the future.  It is so much easier just to scan this and take you to a site that is filled with data that is helpful. QR codes have been around since the 90’s but didn’t make sense until now where they can be scanned by our mobile phones for data in whatever situation that you are in.

QR codes are going to be one of the best marketing channels for brick and mortar in the coming years.  A lot of people are just now getting keen to the ideas of QR codes and how to best utilize them and when.  For a local restaurant it is ideal to have for patrons to leave reviews on Google or Yelp.  They scan the QR code and it takes them straight to the Google places account.  When I speak with local businesses that haven’t done this yet, I feel only obligated to offer them a table tent template that I created a year ago for this reason.

It is also a path that can be utilized to be put into a mobile marketing list that you can then use the SMS messaging channel.

For each business it can be used so many different ways. If you are trying to figure out how to best utilize it for your own business, think of what you are currently using for marketing material and merge it with QR codes.  Do you have rate sheet for your magazine – scan a qr code, do you have a house for sale – put it on the sign, do you have weekly special – put it some place on the store window to be scanned and have them signup for the updates.  The ideas are endless, get creative.

Mobile Banner Advertising

This is the banners you see when you are surfing online from your mobile device.  These are different than in app banners.  These are usually backed by Google adsense or something of this type of platform.  This is usually last on my list and not a route that I use for mobile marketing that much, unless this is a branding play.  What I mean by that is that there are a lot of sites that if you are doing media buys and having success on a certain page or site, you can utilize site placement for these pages and then include mobile banners when you upload to the adwords interface or through adwords editor.

However there are a  lot of sites that if they are all that big and have regular readership will ideally have an app by now. Then this become a mute point.  If you are thinking of going down this route I would use this as a complement to the other marketing strategies you are doing.  The reason is because a lot of times websites aren’t always setup for mobile and if they are they are not setup for all mobile devices screen size, it just gets tricky and hard to track your ads performance.

This is true, consider that Google bought Admob because they were a competitor and knew that in app advertising was where it is heading.

Brett’s Get To The Point Moment

If you are starting out in your own mobile adventure, learn first the different types of channels you can use to market your product or service.  Then decide on what you are going to try to do with each, what is a conversion what are the goals. Having a clear focus of what you are doing before you do it will ideally be the best process to not fail. Also when you are getting started in this world of mobile, find your traffic source idea or strategy and do it AND DO IT WELL.  I don’t know how many times I failed….twice, just twice…where I went into 20 different traffic sources and tried to manage it all and track and optimize them all at the same time.  Instead of just learning one traffic source really well until you stink of their interface.

PS: If you are interested in learning more about how to do this, please leave a comment and start some interaction and we will get back to you fast.  If you have your opinion please also leave a comment and will get back to you asap. If you just can’t wait for that email us.

Chris Brisson

Chris is the co-founder and CEO at Call Loop. He is focused on marketing automation, growth hacker strategies, and creating duplicatable systems for growing a remote and bootstrapped company. Chat with him on Twitter at @chrisbrisson