Mobile marketing landscape for affiliates looking to promote their casino partners

THE MOBILE PLATFORM is not just the Internet on a small screen - it has unique intricacies, user behaviour and marketing opporturiities. The fragmentation of technology and devices requires a more comprehensive and intuitive approach than Internet marketing, yet, given the personal nature and irnmediacy of results, the potential is endless.

SMS marketing

Considered by many as 'old school' mobile marketing. SMS activity remains one of me most effective conversion and retention tools, provided it is executed properly. The phone is such a capable response mechanism that it leverages the power of standard direct marketing techniques and makes the message consumable and immediately actionable with one device.

Apps as marketing tools

There is a very definite trend towards using generic apps as marketing tools and advertising vehicles for gambling products. Apple and Android do not have rules for ndary apps or hyperlinks within apps (i.e.. any restrictions are limited to the primary app).
Some gambling operators are already alive to this concept - betting companies have event driven apps, and there are free soft game apps containing links to casinos and gambling games. Demographics, psychographics and even television programme preferences are being used as apps themes, which contain extensive UNKING to the gambling sites.


Although Google says that "the number of advertisers running mobile specific campaigns has more than doubled since lanuarya large percentage are sending people to pages aren't mobile optimised. So. rather than wait for affiliates and companies to get around to it, Google is pioviding an 'incentive' to create mobile sites and landing pages, by announcing that it will factor mobile presence into its ads quality score for mobile campaigns.

In addition to mobile sites and landing pages, collective advice identifies

five common rules for mobile SEO


i. Target devices separately. Users are different, they will react differently and the products/offers they like will be different.

ii. Create separate mobile-only campaigns - do not treat mobile as part of Internet campaigns. Google also reiterated that mobile-only campaigns drive 11.5 percent more click-throughs than campaigns simply imported from PC AdWords.

iii. Use the mobile functionality - clickable telephone numbers, deep-linking hyperlinks and mobile calls-to-action (Call now, Click to download, Text to win, etc,).

iv. Manage your keyword strategy - ideally no more than three words in each search term.

v. Aggressive strategies may be necessary given the importance of a top half position on a small screened device.

ASO (app store optimisation)

There's a new term marketers need to become familiar with: ASO, or app store optimisation. As apps have ushered in a new era of business, ASO will soon take its place alongside SEO as a key component of online success, and just like SEO, ASO takes up-front planning to achieve top rankings in the app stores.

The app store positioning is critical -browsing through app stores and specific searches are behind a significant majority of all customer downloads but success is weighted heavily to the top listings. In app store terminology, this tends to mean first page of search results, and first page, for example, is only four-and-a-half apps deep on the iPhone and six apps deep on the iPad.

Pay per click (PPC)

According to Google's research, the average query on mobile search is 15 characters long, but takes approximately 30 key strokes and 40 seconds to enter. Due to screen size and factors such as touch screen typing and small keys, there are relatively few long-tail searches on mobile, so there are fewer words in which to anticipate and understand what the customer is looking for.

In addition, although available on both Internet and mobile, people use the predictive text in the search box much more on mobile than they do online. Good PPC works with predictive text - which is why by the time the letters 'B' and 'E' are typed into Google search on a mobile device, ads for betting companies are already appearing. In the event that T doesn't follow, of course, the ads change, but it shows the progressive and evolving nature of this medium.

Display advertising

Mobile display advertising is in its infancy, but it is growing rapidly. Because of how media is consumed via the mobile, there are tremendous prospects for advertising. The advent of HTML5 permits all sorts of interactivity including feeds with progressive jackpots, unique messages, video and mini-games. The power of HTML5 will be visualised through advertising.

In the basic creative, the real challenge is banner size and the rendering of ads according to device. There is no simple solution, and yet the click through rate is entirely predicated on getting the basics right.

Third-party cookies were a game changer for display advertising online, but they do not exist on mobile and are not likely to in the short to medium-term - their technology rather than principles, are preventing their use.

While mobile advertising doesn't permit ad deployments such as pop-ups, pop-unders or false closes, and the complications compared to online are significant, the platform does bring with it an entirely new and fresh hunting ground: in-app advertising.

Apps are varied and interesting and this throws up all manner of design opportunities. Knowing that the best ads are always the ones which are totally integrated and seamless, the creative prospects for in-app advertising are as complex as they are inspiring and we are sure to see a lot of innovation in this spectre.
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