Use Mobile Marketing to Generate Leads

Posted by: Today's Tip Contributor on August 24, 2011

Mobile campaigns allow marketers to zero in on their target audience and maximize their ad spend, selecting recipients by carrier, device manufacturer, and location. These days mobile advertising is accessible for even the smallest of businesses, but a poor campaign can result in losses. It’s crucial to reach out to the right customers, making it easy for them to act and be in the right place at the right time. Here are some of the best techniques to keep in mind:

1. Know your target customer. There are significant demographic differences among each mobile carrier’s users, which brands should consider in their campaigns. If your business requires credit-card purchases, you are better off targeting carriers such as Verizon that bill monthly over prepaid carriers such as Metro PCS. Trying to reach a younger demographic? Try Virgin Mobile.

2. Use click to call. The great part about mobile is that your customers have tools in the palm of their hands to call you, go to your website, and buy your products directly. Use that to your advantage. Most mobile ad networks allow you to spend your daily budget over a defined period of time, which helps to prevent small businesses from getting overloaded with short bursts of calls.

3. Determine appropriate locations. Mobile offers a broad array of possible placements for your ads. Your ads can go in apps, games, or be delivered as a message, to name a few. Think about what makes the most sense for your brand and your campaign. For click-to-call or form-submit lead generation, avoid games: The last thing game players want is to be pulled away from game play. Game placement can work well if you’re promoting entertainment downloads.

What should you expect from mobile advertising? For one thing, don’t expect your first mobile ad campaign to perform well. Make sure you sign up for an advertising network with metric-tracking characteristics, so you can see what’s working and what isn’t. Don’t be afraid to try multiple networks and see what works best for your brand.

Shawn Scheuer
Co-Founder and Chief Executive Officer
Moolah Media
San Francisco

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