Targeting Long Tail Keyword Phrases

When choosing your top keywords, be sure to think in terms of phrases instead of single keywords. Searchers have become savvy enough to understand that broad, one-word searches, such as pizza, will rarely yield the desired result except in a map-based search. Optimizing for keyword combinations or phrases is more realistic and enables you to narrow the number of companies that you are competing against for search engine rankings. The Long Tail theory, popularized and described by Chris Anderson...

The History of Mobile Network Technologies

Mobile Network History

To understand and anticipate the future, it is important to understand the past. A very strong correlation exists between the history of traditional Internet marketing and the history of mobile marketing. At first, mobile devices were used purely as a utility, much like the Internet. Not until the technology had thoroughly penetrated the mainstream market did marketers understood the power of the medium. Mobile marketing can cover a variety of different initiatives, but it began with text and...

Mobile Marketing in East Asia

Mobile marketing in East Asia is significantly different than mobile marketing in the rest of the world. Figure 14.3 shows mobile advertising spending in the Asia-Pacific region. The mobile programming language, WAP, was slow to take off in Europe and the United States but was quickly embraced in Asia. The quick adoption in East Asia was likely the result of the high level of communication between the mobile carriers, device manufacturers, and the mobile content creators. In most other...

Mobile Email Tracking

Email is very different when it is displayed on a mobile phone instead of a traditional computer, so information about mobile email should be evaluated slightly differently. As it turns out, many people are not acting on commercial emails when they are on their mobile phones. Instead, they are using downtime to scan their emails, delete SPAM, and mentally flag items that require follow-up or seem important. When you review the response rate for mobile emails, it might be low, but the...

Tracking Mobile SEO and Keyword Rankings

When you are working with a traditional website, you can use a variety of tools to find out how your website is ranking in various search engines. Although these tools have no way of accounting for the problems with personalization or localization, they are a quick way to see how your website is performing in traditional search results over time. Because none of those tools currently report on mobile search engine rankings, you have to do searches by hand or rely on your analytics to see what...

Different Types of Mobile Advertising

Mobile advertising can take a lot of different forms, but it is usually consumed when viewers are on the mobile Web, are using mobile applications, or are playing mobile games. When an advertisement is clicked, you generally have the option of driving the click to your website, to a mobile specific landing page, or to a download page. The click might also place a call through the mobile phone. Essentially four types of mobile advertising models are used Mobile banners and display As with...

M

M-SPAM act of 2009, 291 Macronimous.com, 151 macropayments, 240-241 brick-and-mortar transactions with proximity-based mobile payment, 245 retail locations, 245 street vendors, 246-247 travel and entertainment ticketing, 247-248 vending machines, 246 full web transactions, 243-245 prepayment, 242-243 prompted mobile payment, 243 mailing lists, promoting mobile applications, 149 males, iPhones, 39 malware, 266-267 Markini, Frederick, 193 McCourtney, Robert, 115 McDonald's, Happy Meals, 218...

OnDeck Versus Off Deck Web Advertising

The experience between on- and off-deck Web access is becoming very similar, but on- and off-deck mobile Web access are still fundamentally different. As discussed in previous chapters, on-deck Web access is Web access that the carrier provides though a branded portal, sometimes called a WAP deck. Marguerite Reardon, a staff writer at CNET News, explains the unique business model for on-deck Web access quite well Most mobile operators offer subscribers a menu or deck filled with the carriers'...

Leveraging Universal and Blended Mobile Search Results

The top three search engines for both mobile and traditional Web content are Google, Yahoo , and MSN. These three search engines all have a primary index, where they keep records of most of the content on the Web, but they also have other indexes for special types of content, such as business listings, images, videos, and news. In both mobile and traditional searches, the search engines will mix information from their other indexes with the traditional listings. In the SEO community, these are...

What If You Dont Want to Develop an

In many cases, companies don't have to create their own application to benefit from the popularity of the technology. You can also become a part of mobile search applications simply by being listed in the results. Mobile search applications are downloaded to the phone just like other applications, and they allow users to search certain industries or certain types of information to find what they are looking for without searching the Web-at-large. If your company fits neatly into a specific...

Glossary

Alternative input search Search engine queries that are not based on direct entry of text into a Web search engine. Mobile phones have more options for inputting a search, such as voice, picture, and text messaging. Amended Telemarketing Sales Rule (ASTR) See Telemarketing Sales Rule (TSR). Bluetooth Technology that uses radio broadcast to allow multiple proximal devices to recognize each other and send information between them wirelessly. branded profiles A profile on a social network that is...

Mobile Applications

Mobile applications can drive a lot of awareness and even revenue for your company. In some cases, they will even be the central focus of your integrated mobile marketing campaign. Your mobile application and market place listing should always reflect the look and feel of the other collateral that is driving downloads, such as TV commercials and billboards. As mentioned in Chapter 8, Mobile Applications, it is important to optimize your download pages in the App Store to rank in the App Store...

Where Do You Get Apps

Apple's App Store has been touted as the place to go to get mobile applications, but it is not the only place you can download or purchase an app. Applications downloaded from Apple's App Store are usable only on devices running the iPhone operating system, but mobile apps are available for a variety of different mobile operating systems. Google and Windows Mobile both offer apps that are tied to their operating systems Android and Windows Mobile, respectively. Figure 8.1 shows the Windows...

Working with Mobile Carriers Service Providers and MVNOs

When you are launching a mobile marketing campaign, it can be important to understand the lay of the land in terms of what companies you will be working with. A mobile service provider, also known as a mobile network operator or a mobile carrier, is the company that has the power to acquire radio spectrum licenses from the government. These companies power and maintain the mobile cell towers and, in many cases, sell or lease mobile handsets to their subscribers. If it makes sense to run your...

What the Carriers Can Do to Stop Spam

In many cases, mobile privacy and security is the onus of the carriers and the service providers rather than the marketers. We rely on them to secure and maintain their own networks, as well as work with other networks to prevent the spread of unsolicited marketing messages and malware. Mobile operators already block hundreds of millions of unsolicited text messages each month and are expected to have antispam included in all third-party contracts. They are also expected to provide customers...

The International Mobile Marketing Landscape

Without a doubt, mobile marketing is an international phenomenon. Mobile Web traffic continues to grow worldwide, but not all markets are ready to receive sophisticated Web-based mobile marketing campaigns. Figures 14.1 and 14.2 show mobile advertising spending and mobile search advertising spending worldwide for the past three years, as well as anticipated spending for the next three years. Although most of this book focuses on mobile marketing strategy in North America and Europe, your...

The Direct Marketing Association DMA

The Direct Marketing Association is the leading global trade association of business and nonprofit organizations using and supporting multichannel direct marketing tools and techniques. The DMA advocates standards for responsible marketing, promotes relevance as the key to reaching consumers with desirable offers, and provides cutting-edge research, education, and networking opportunities to improve results throughout the end-to-end direct marketing process. Founded in 1917, the DMA today...

Text and Picture Message Tracking

Text and picture messaging is one of the most difficult things to track because different mobile carriers track text messaging slightly differently. Most SMS platforms (also known as SMS gateways, SS7 providers, or SMS aggregators) have a tracking system included as part of the service, which can be helpful but still frustrating. By collecting cell IDs and attaching commands to the SMS message, you can get different types of information. However, not all carriers support all commands, so it is...

Table Of Contents

1 Getting Started with Mobile Marketing 5 The Potential of Mobile Marketing 6 Mobile Marketing Is the Most Personal Form of Web Marketing 6 Mobile Marketing Is the Most Targeted Form of Web Mobile Marketing is a More Immediate Form of Web Marketing S Mobile Marketing Is More Actionable Than Other Forms of Web Marketing S Mobile as a Direct Marketing Channel 9 Direct Marketing That Is Personal 10 Direct Marketing That Is Portable 11 Direct Marketing That Is Persistent 11 Direct Marketing That Is...

Mobile Payment

Mobile payment is simply the capability to pay for a product or service using your mobile phone. Mobile payments can take place over the Web or can be completed in the offline world through contactless payment options such as Near Field Communication (NFC) and Radio Frequency Identification (RFID). All mobile payments fall into one of two camps, micropayments or macropay-ments, depending on the size of the transaction and how the payment is processed. As in nonmobile commerce, processing credit...

Mobile Affiliate Marketing

Affiliate marketing is a unique form of marketing in which other companies agree to help you sell your product or drive traffic to your website, in return for a portion of the profits from each sale they send (see Figure 7.1). Commissions can be paid based on clicks, sales, or leads acquisitions. In some cases, affiliates are referred to as partners because they are acting in the best interest of both parties. If you are on a website and are interested to see if they have an affiliate marketing...

Targeting Your Mobile Customers

As discussed elsewhere in this book, not everyone is an ideal candidate to receive your mobile marketing messages. For the most part, people with smart phones and true Web browsing phones are far more likely to be compelled by any type of mobile marketing message. In terms of age group, that means only about 8 of Baby Boomers, 18 of Millenials, and 10 of Gen-Xers are likely to be compelled by your mobile marketing messages. Table 3.1 shows what types of smart phones each of these demographics...

IPhone User Psychographics

Its cool factor is desirable for a variety of user demographics age, gender, and so on . The many features and the usability of the device make it appeal to the values and needs of a variety of psychograph groups, which are grouped according to personality, values, attitudes, interests, and lifestyles. Early adopters, Apple enthusiasts, and technophiles were the first group to embrace the iPhone they were followed by business users, and, lastly, gamers and the...