Optimizing Affiliate Campaigns for Mobile

Written by Zac Johnson
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Whether you choose to believe it or not, demand for mobile advertising is definitely on the rise. According to eMarketer “Mobile Advertising: After the Growing Pains”, US mobile ad spending is projected to reach $6.5 billion in 2012, a far cry from the $878 million reported in 2007. As you can see, the opportunity is growing for marketers to create a more engaging and interactive experience for the consumer. For affiliate marketers looking to get into the space, here are a few things to consider.

It is imperative to grab the end user’s attention and retain it.

A text message is read within four minutes on average, compared to traditional emails which are generally read in the first 48 hours. While consumers are quick to read a message on their phone, they are equally quick to discard it. Marketers should use text messages sparingly (and with permission) to give a quick, clever message and drive the user to a mobile-friendly landing page via a shortened URL.

Focus on generating leads, not selling products.

Campaigns requiring a purchase on mobile phones do not work as well as lead generation campaigns, as consumers are less likely to fill out a form that contains too many fields or requires their credit card number. They are, however, more likely to complete a short form to receive more information. Focus on offering a short-form/lower CPA campaign geared towards getting more limited information, but enough to re-market at a later date.

A mobile-friendly page can make or break your campaign.

If your site cannot be read on a mobile phone, your campaign will undoubtedly fail. It is vital to develop a landing page that is optimized for a smaller screen. Advertisers would find it more beneficial to create landing pages that are optimized for specific devices; the major platforms —Apple, Android and Blackberry— have different capabilities that should be kept in mind when developing a campaign. Also make sure to auto-detect your landing pages by user agent to automatically direct the consumer to the best page possible.

Mobile should be a part of the mix, not the end-all solution.

Just because everyone else is embracing mobile, don’t naturally assume that you should join the bandwagon. Mobile should be a part of your overall marketing strategy, in addition to the other channels such as email, display, social media, etc. An effective and multi-pronged campaign will utilize those channels that best reach your target audience.

Research suggests that the number of respondents to mobile campaigns is staggering, and will continue to rise as the adoption of such devices becomes more widespread. As more and more attention is placed on the mobile device as a replacement to the personal computer, there will be a heavier push for mobile campaigns and subsequently even greater opportunities for marketers to acquire revenues amongst this user-base. Make sure your network partner is poised and ready to help you exploit this latest trend.

This guest post was written by Greg Bayer, who is the General Manager at Adknowledge Affiliate, which specializing in performance-based marketing for both advertisers and publishers.

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6 Replies to “Optimizing Affiliate Campaigns for Mobile”

  1. Mobile friendly sites are not neccessary for affiliate marketing only, If you want to retain your customers and want to attract more then your site should be mobile friendly as lot of poeple do surfing via mobile instead system or laptop.
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  2. I believe one must be very cautious in doing mobile ads campaign for this is a gadget for personal use. People can get irritated when an ad sudden appears with his/her phone.

  3. Campaigns requiring a purchase on mobile phones do not work as well as lead generation campaigns, as consumers are less likely to fill out a form that contains too many fields or requires their credit card number. They are, however, more likely to complete a short form to receive more information. Focus on offering a short-form/lower CPA campaign geared towards getting more limited information, but enough to re-market at a later date.

  4. Hey Greg – I think one of the most interesting things to watch in mobile is the growth of the tablet devices. As an iPad owner I can definitely say that it has changed the way I access and use the internet. Even from home, I am more likely to use the iPad to get online than to jump on my computer. As this trend grows with more people, I think one of the real keys will be to see how user behavior differs from a smartphone to a tablet, to a laptop or desktop computer. It wasn't that long ago when virtually 100% of internet users got online through a desktop computer. All of us in the online marketing space need to think about how the transition to mobile devices will impact our programs and find ways to take advantage of the unique benefits that mobile has to offer.
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  5. Well i think this is one of the most important step in online marketing, and its gonna get bigger in the future ))
    thanks for sharing, great topic))
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  6. Great tips about mobile advertising for affiliates. In todays world one can get big success with latest tech updates only. Thesr are the golden rules to get success in online marketings. thanks to keep updating also for the latest.
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