Mobile internet usage overtook desktop traffic in 2014 when an estimated 1.8 million people started using smartphones and tablets as their primary device for online browsing, shopping, and social interaction. A handful of online studies report that nearly 5 billion people own a mobile device and spends an average of 5 hours per day using it. That’s more than 20% of each day dedicated to mobile engagement!
Disruptive innovation is constantly re-leveling the playing field in the digital advertising space, challenging brands to run versatile mobile ad campaigns if they want to stay relevant. Mobile advertisements generate half of the total unique clicks tracked on a multi-channel campaign. Even more, mobile email and display ads generate twice the revenue that their desktop counterparts produce.
Clearly, delivering a positive mobile experience for consumers is critical to your campaign’s success. In short, if you’re not attempting to meet the needs of online consumers, you’re probably losing out on more than half of your potential market share. Whether you’re new to affiliate marketing, actively running effective mobile campaigns, or somewhere in the middle, the 5 tips below will help you evaluate your current strategy.
- Mobile optimization is a basic requirement
If you’re a tech-savvy person, you probably assume that mobile optimization is a basic requirement for website development. Surprisingly, many companies aren’t aware of the impact a mobile-friendly interface has on the ranking of their website’s overall reputation. A mobile-optimized webpage makes a site seem more reputable, which then leads to a higher search ranking and increased traffic volume. More than half of website visitors will abandon a website completely and turn to a competing brand if they have a negative mobile experience. Those same viewers will inevitably develop a negative opinion of the brand that owns the site and share their disappointment with family and friends, magnifying the impact of a poorly-structured site. The good news? There are several affordable, easy-to-use website management solutions on the market that offer high-quality design and development services with mobile optimization built into the interface.
- Start with what you know
Even though mobile is a brand new channel for some brands, you shouldn’t abandon all of the other components in your marketing mix. Rather, you should evaluate what’s working for you exclusive of mobile and add that into a new strategy that encompasses everything you know. Don’t abandon billboard, newspaper, or radio ads if you’re seeing a return; instead, leverage the ads to include or redirect to a mobile experience through app installs, email sign ups, and banner retargeting. The results may impress you.
- Don’t forget about apps
Leverage the in-app buying opportunities that desktop traffic can’t match. App-install campaigns are proven to boost a brand’s organic growth. Mobile devices are a funnel for the traditional media channels (email, video, social media, native display); however, they come with the added functionality of app installs. Mobile traffic inherently nurtures in-app activity, creating an entirely new set of opportunities a user may miss when using a browser or glancing at their inbox. Think of it this way: you receive an email from one of your favorite brands and see an enticing offer. Your next natural reaction is to click on the ad, which redirects to browser page. On a desktop, the webpage would open without any interruption. On a mobile device, however, you’ll see a pop-up option asking if you want to view the ad in the app you’ve installed on your phone instead. It’s a matter of preference, but most people are going to opt for the app. After all, why would they use up their precious storage space if they’re not going to make good use of it?
- Follow the rules
Make sure you are abiding by the laws that come along with mobile. The IAB (Interactive Advertising Bureau) is proposing updates to in-app ad guidelines that will take effect in early 2017. It is important to stay on top of industry regulations and implement best practices so that there is no lapse in campaign exposure. There are several pieces of legislation specific to internet marketing currently being enforced and mobile traffic won’t be an exception. Be diligent in your research before getting started in a new channel so that you save yourself an unnecessary headache down the line.
- Work with a leading ad network
Ready to make the most of mobile? Find a marketing agency that is an expert in the growing field of digital marketing. The right company will be able to leverage their resources to maximize return on your campaign. Affiliate marketing networks are the best bet for brands seeking trackable and cost-effective strategies that can optimize and scale volume to their campaign. They will also have industry insight on the best media channels for your brand, including its potential for reaching your audience through mobile traffic.
If you’re just starting out in the mobile arena or trying a fresh approach, be patient! The time and effort you invest into mobile advertising won’t necessarily trigger overnight success, but it will have a lasting effect on your long-term growth.
Madrivo, an integrated online marketing agency, helps brands optimize their lead generation, customer acquisition, and brand awareness strategies through proven and trusted online publishing channels including email, mobile, social, video, and display advertising. Madrivo’s network hand selects the highest performing and most compliant publishers in the affiliate marketing space and matches them with elite advertisers and household brand names that demand the very best from affiliate traffic channels. Madrivo is the first company to ever debut as a Top-5 CPA Network on mThink’s Revenue Performance Blue Book Survey.