Mobile Marketing
Mobile Marketing tests how to reach and convert users on smartphones and tablets across mobile web, apps, SMS, push, and location. Expect questions on responsive design, speed, permission-based messaging, and mobile measurement.
Core rules and concepts
- Design mobile-first: readable type, thumb-friendly tap targets, short forms, and no hover-dependent interactions.
- Speed is conversion. Compress images, defer noncritical scripts, and test on real devices and networks.
- SMS/MMS requires explicit opt-in, clear program terms, easy STOP handling, and quiet-hours compliance under regimes such as TCPA in the US.
- Push notifications need permission and restraint; segment by behavior and avoid interrupting critical tasks.
- Use deep links to send users to the right app screen or mobile page; measure installs, activation, retention, and in-app conversion-not just downloads.
Worked example
A mobile landing page loads in 5 seconds and converts 2.5%. After optimization it loads in 2 seconds and converts 4.0%. With 10,000 monthly mobile sessions, conversions rise from 250 to 400, a gain of 150. At $40 margin per conversion, the added value is $6,000 per month. The reasoning: translate speed improvement into conversion and financial impact, then compare with optimization cost.
Traps that cost marks
Shrinking a desktop page instead of designing for touch; using intrusive interstitials that block content; sending SMS without consent or opt-out; overusing push; and reporting app downloads without activation or retention.