Integrating a mobile marketing campaign with an online marketing campaign is frequently overlooked but often quite simple. In most cases, it simply means promoting your mobile content on your traditional site. If you think about it, the people visiting your traditional website are possibly the most targeted audience to which you have access. Because they are visiting your website from a traditional computer, you already know that they are interested in whatever product or service you have to offer, and their propensity to consume content on your mobile site is much higher. Additionally, many consumers will turn to the Web to find out more information about your mobile offerings, if they missed a short code or are unclear about the offer. Your mobile marketing campaign needs to take into account:
Websites • Mobile applications
Micro-sites • Podcasts
Web directories • Online video
Mobile advertising • Mobile social networks
Mobile PPC • Email
When you are integrating online mobile marketing with your existing website, you must ensure that your mobile offering won't do any harm to your traditional Web offering. If you are changing existing pages or their style sheets, you should track the effect of those changes on your search engine rankings, traffic, click-through, and conversion rates on the site. If you are duplicating your website and placing it on a mobile subdomain or subdirectory, or on a separate top-level domain, then monitoring search engine rankings and Web traffic is even more important because you might be presenting duplicate content to the search engines. For more information about the impact of duplicate content and how to prevent it, read Chapter 10, "Mobile Search Engine Optimization."
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