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First, a quick definition: Mobile marketing is the art of marketing your business to appeal to mobile device users. When done right, mobile marketing provides customers or potential customers using smartphones with personalized, time- and location-sensitive information so that they can get what they need exactly when they need it, even if they're on the go. I would tell you that mobile is the future of marketing, but really the era of mobile has already arrived. If you're not implementing some kind of mobile marketing strategy, you're already trailing behind! As you can see from the graph below, more users are spending larger amounts of time engaged with mobile devices than ever before. We can expect this trend to continue even further in the future, so get ready!
Increase Downloads | App User Acquisition
The best kind of marketing is built on thorough, accessible data. But what are the metrics that truly measure how your app is stacking up against the goals you set?
It’s not just about the number of downloads anymore–although that number definitely matters when you’re launching a new app. You want to look at:
Pay-per-click (PPC), also known as cost per click (CPC), is an internet advertising model used to direct traffic to websites, in which an advertiser pays a publisher (typically a website owner or a network of websites) when the ad is clicked.
SMS marketing (short message service marketing) is a technique that uses permission-based text messaging to spread promotional messages. To receive text message specials, new product updates or more information, customers are usually required to opt in to an automated system by texting an initial shortcode.
SMS marketing software lets you build a list of subscribers and send them reminders, promotional texts and coupons via text message. Multiple studies have pointed out that text messages are one of the best performing marketing channels with more than 98% open rate and nearly 36% click through rate. Compare this with email marketing where even a 25% open rate is considered good. But while almost all kinds of businesses engage in email marketing, there are relatively fewer businesses, mostly local businesses, that take SMS marketing seriously. One of the main reasons is the lack of awareness regarding the kind of software tools available to automate your SMS marketing needs.
"business2community.com"Because mobile Internet usage is increasing steadily, it’s extremely important that your website is mobile friendly. Usually this isn’t a major concern. You have a website designed for desktop users and another site specifically developed for mobile users. But, is it possible to have a site that is equally favorable for both desktop and mobile users? There actually is a design that can handle both types of users. And it’s called responsive web design.
"huffingtonpost.com"Maintaining separate sites for your mobile and non-mobile audiences can get expensive. By using responsive design, you can save money by eliminating the cost of paying for a mobile site. You will only need to invest in a single site design to appeal to all visitors and all devices.
When it comes to mobile products, we deal with Interaction Design. We would say that graphic design is more about aesthetics, while interaction design helps entrepreneurs achieve specific goals. It is a very important component of the development process, as it specifically focuses on satisfying customers' needs.
When creating design for a mobile app, it is imperative to keep human thought process, behavioural patterns, and experience predictability into account. In short, you should have an understanding about how your design would be perceived by the users. For example:
a. Prepare your app to handle human mistakes
b. Don’t let the users memorize information
If you app has a task that takes place in steps, then make sure that your users don’t need to memorize more than 2-3 items/information from the previous steps.
c. Make it easy for users to use the app
adpushup.com
has one of the most comprehensive portfolios of advertising technology in the industry across search, display, mobile, native, local, products and video.
Media.net is the original creator of the display-to-search (D2S) ad format, a highly sophisticated method of monetizing display placements by identifying user search intent and displaying relevant search keywords which lead to display of search ads bought by advertisers on a cost per click (CPC) pricing model.
Advertisers have seen extremely high conversion/sales through this format without the risk of having to buy cost per thousand impressions (CPM) based media where they run the risk of paying for media with which users did not engage.
Here are some unique benefits one can derive by running mobile ad units from Media.net:
InMobi has developed a new way of targeting users which they call appographic targeting. Appographic targeting increases the chance of connecting users to the type of media and apps that they are most likely to consume.
It does this by basing the targeting on the users’ existing and previous applications instead of traditional metrics such as demographics or geography.
For instance, someone with a lot of racing games installed on their phone will be targeted with racing related advertising. Revenues are usually above par and are expected to grow even higher by the use of the new appographic targeting feature.
Smaato is another name that comes to mind when talking about real-time bidding and programmatic advertising. It’s a strong player when it comes to high revenues for developers of mobile apps and websites.
Smaato Publisher Platform offers a “Dynamic Demand” platform that enables per-impression competition for all advertising sources to maximize publisher revenue.
Smaato is connected to over 390 demand partners and their platform is free to integrate, so no real downsides exists in their application, and the revenue potential looks promising, given that you catch the fancy of the demand partners.
First on the list is the tech-giant Google’s mobile ad network AdMob. Google is the predominant market leader of the online advertising space with its AdSense advertising platform and the situation on the mobile front is not too different.
As with most Google products, you can expect near-flawless functionality and easy app integration. If you’re a beginner in the mobile advertising game, then there is no better starting point than AdMob. The network’s advertising is far less aggressive and intrusive compared to other networks.
On the downside, AdMob has been criticized by users for revenues being on the lower side of the table. This means that some of the other options on this list may be a better option for more experienced players seeking higher revenue.
Flurry was acquired by Yahoo under Marissa Mayer’s reign in 2014. The analytics part of Flurry is something that is truly unique to them, with the ability for a developer or company to monitor a whole portfolio of applications distributed on different application stores across platforms.
Its funnels also measure customized consumer conversion metrics. You can also categorize the analytics that you gather, for example separating paid users from free users. Officially part of the Yahoo Developer Network and their App Publishing, Flurry shows great potential for high revenues with their extensive analytics features.
If you have the patience and the drive to optimize and test your ad campaigns over and over again, you can most certainly make some really interesting observations with Flurry.
Leadbolt is an Australian company that entered the mobile ad network business quite recently in 2011. In just four years, they’ve won the Australian Business Award amongst other many other awards, and currently serve over five billion ads monthly across 65,000 apps in 150 countries. As a comparison, AdMob, the largest of them all, has a respective figure of 40 billion ads served monthly, and they have been in business since 2006, and they were purchased by Google before Leadbolt was even in the business.
Leadbolt offers developers multiple neat features, of which the App Wall has to be the best one; it allows you to integrate Leadbolt advertising into your application without an SDK or a single line of code written by you. It also provides developers with a single platform to control their applications and see their analytics from. Included in those analytical capabilities is an app engagement statistic, which measures the users’ engagement to the app. This allows the developers to optimize the balance between the application and the advertisements shown, so that the number of advertisements does not cause any significant loss of user engagement.
Developers can use both interstitial and video ads in their products, and test which ad type works better in each of the different situations and placements. Publishers can directly connect with premium advertising partners through the direct deals marketplace, leading to high fill rates and increased eCPM levels. With advertising partners like Pepsi, Walmart, and Groupon, it’s safe to say that the earning potential with Leadbolt is incredibly exciting for developers.
StartApp allows you to implement interstitial advertising, which means that between two pages or sections of your website or mobile application, an advertisement momentarily takes over the screen.
It is considered to be a more intrusive form of advertising compared to traditional banner advertising, but some have achieved far higher revenue rates using interstitial advertising.
Millennial Media offers robust though possibly intrusive advertising options for developers to monetize their apps with. Based on user feedback and comments, Millennial Media provides developers with one of the highest revenue possibilities, thanks to the full-screen interstitial, video, and image-based formats they offer.
Easily integrated into mobile apps, Millennial Media prides itself in being a mobile-first programmatic ad platform, providing developers and advertisers with a mobile-focused ad exchange. They also provide both parties with real-time reporting tools and analytics to allow for better targeting and brand planning.
A part of the ad network, the programmatic marketplace with real-time bidding allows developers to sell their prime ad real estate to the highest bidder, which means that the potential revenues for quality applications are extremely high.
Not everyone can reach the top figures, but for those with potentially profitable ad spaces in the eyes of large corporations and brands, the Millennial Media network might just be the perfect place to find the best revenue.