TMCnet Feature
October 14, 2013

Designing and Marketing for Mobile

Mobile usage is on the rise, and security is a big concern. In order to succeed, marketers are having to rethink their approach and spend more money testing ideas. In-app advertising has become popular, but platforms like AdWords are still viable to those looking to reach customers on the phone. The design of an ad is crucial to its ability to persuade, and creating ads for mobile requires special care.

Lead Generation

Lead generation brings people that want things to the places that sell the things they want. It’s the practice of collecting personal information with the intention of selling that information to interested parties. The best example is an insurance situation, where the user might enter his or her ZIP code to see a list of offers, with quotes.

ZIP submits ask for minimal input, so they are a good starting point for newbies. They often don’t carry a high payout, but a strong conversion rate with consistent traffic can pay for a campaign and then some. Zip submits are useful, but they don’t offer a lot of personal data on your customers.

When running a lead generation offer to a mobile device, try to minimize user input and use pre-filled fields from a drop-down box to help customers choose options. Customers on mobile are likely to do something, so marketers have to shorten the form as much as possible and rely on fewer fields.

Email List Brokering

Selling space on an email list has become more complicated with recent changes to Gmail. Users now have a promotional folder that houses marketing emails, and no notification is sent to the mobile device.

The key is to maintain the health of an email list. Remove any faulty contact info and skim for disinterested parties. Before removing respondents who are not opening email, try sending an exit interview type email that asks for feedback. Why are they leaving, and why did they sign up? What about warm-up offers to rejuvenate the list? Will people click on a newsletter instead? Look for alternate ways to reactivate despondent sign-ups before dropping them. Just know when to say goodbye for real.

Coupon Codes

Grocery coupons might conjure imagery of the coupon clipping reality shows, but there is profit to be made in that industry. Coupons can bring an influx of customers, and group deals have become popular. Codes are entered online during checkout, but coupon affiliate programs often credit the marketer at time of activation (usually on email address or on click).

There has been a rise in telecommunications spending to promote package deals and coupon codes as well. More blogs are optimizing for mobile and hosting splash pages with information on consumer discounts, so those are always in desire. Everyone has or wants Internet and usually better television. Coupons are an effective way to offer the consumer a service he wants at an affordable price. A Verizon FiOS promotion code page may serve you better than a page listing cable TV rate tables. 


Android is close to eclipsing iPhone (News - Alert) in usage, and that has created a healthy marketplace of apps. There may be opportunities to partner with app developers and drive traffic to a marketplace page where users can download and install applications. Developers also make money with ads run inside the application itself.

As long as there is an aura of trust, the user might give it a shot. No one wants software that will damage their phone, and they will carefully research a product in most circumstances. Marketers do have the benefit of knowing that mobile users are motivated, so timing is essential.

Closing Thoughts

Digital ad spending is rising to over half a trillion dollars in the coming years. To make it work, the new breed of marketer must stay persistent.

Edited by Alisen Downey
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