Affiliate Marketing in the Post-PC Era
Research firm IDC is forecasting the global smartphone market to grow 49.2 percent, and according to Nielsen, we should see more smartphones in the U.S. market than feature phones by the end of this year. Those figures coupled with the phenomenal growth of the tablet market clearly demonstrate that we’re now living in the “post-PC” era.
Affiliate marketers have always managed to stay ahead of the curve. Whether it’s getting ahead of the home improvement craze or reaching the growing boomer audience, they’re savvy and smart when it comes to marketing the “next big thing.” However, with the major shift in the way consumers live, work and play, it’s essential to understand how to reach target audiences with mobile campaigns.
As you’re starting to move into mobile, here are a few key things to consider in order to reap the same levels of success you’re accustomed to by using other channels such as email, for example:
1) Grab and Hold the Recipient’s Attention
Unlike the world of email, where messages are generally read in the first 48 hours, a text message is read within an average of four minutes. Also, those same messages are at risk of a quick delete as well. Using SMS as part of an affiliate marketing campaign is a great way to garner attention, but should be used carefully and always with permission. The text should give a quick, clever message and drive the user to a mobile-friendly landing page via a shortened URL.
2) Think Lead Generation, Not Direct Selling
Mobile means on the go and on-the-go people are less likely to take the time to fill out a form that has too many fields or requires credit card number information to be entered. They are, however, more likely to fill out a form to receive more information. For example, try offering a short-form/lower CPA campaign geared toward getting more limited information, but enough to re-market at a later date.
3) Optimize! Optimize! Optimize!
A mobile-friendly page can make or break your campaign. It is critical to develop a landing page that is optimized for a smaller screen or, even better, optimized for specific devices. Apple®, Android and BlackBerry® for example have different capabilities that should be kept in mind when developing a campaign. Also make sure to auto-detect your landing pages by user agent to automatically direct the consumer to the best page possible.
4) Don’t Just Go Mobile
Even though mobile is gaining popularity, you need to make sure you’re still leveraging all other channels in order to reach maximum potential customers. Email, display, social media, etc. are very effective and by initiating an integrated campaign approach to affiliate marketing you will have the best opportunities to reach your target audience.
As mobile device adoption, usage and dependence continues to grow and outpace the personal computer, affiliate marketers need to gear up and get educated. There is a lot of opportunity to reach potential target audiences anytime and anywhere, so make sure your network partner is poised and ready to help you capitalize on the post-PC era.
