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OMCP: Mobile Marketing

OMCP · Work through your exam, one topic at a time.

All guide sections

Mobile Marketing

Mobile Marketing on the OMCP exam tests mobile-first experience design, SMS and push messaging, app versus web decisions, and mobile measurement. Expect questions on responsive design, speed, tap targets, consent for SMS, push opt-in, deep linking, app store optimization, retention, and cross-device attribution.

Core rules and concepts

  • Design mobile-first: viewport meta tag, responsive layout, thumb-friendly tap targets, autofill forms, and performance budgets.
  • Speed matters: optimize LCP, defer noncritical JavaScript, compress images, and reduce redirects. Mobile search and paid landing pages depend on it.
  • SMS marketing requires prior express written consent under TCPA for autodialed marketing texts, clear opt-out keywords, and attention to quiet hours and carrier rules.
  • Push notifications need contextual opt-in, frequency caps, and deep links to relevant screens; over-pushing drives uninstalls.
  • For apps, track installs, onboarding completion, retention, and LTV; use app store optimization and attribution tools such as SKAdNetwork and GA4.
  • Cross-device measurement is imperfect; combine deterministic and probabilistic signals and do not overclaim causality.

Worked example

A mobile landing page loads in six seconds and bounces at 65%. The team compresses the hero image, defers chat and analytics scripts, reduces the form from six fields to three, and adds click-to-call. Reasoning: speed and friction both affect mobile conversion. Measure LCP, bounce rate, conversion rate, and cost per lead before and after; do not assume the design change alone caused the lift without a controlled comparison.

Traps that cost marks

Shrinking a desktop page, ignoring SMS consent, over-pushing, misattributing installs, skipping app store optimization, and ignoring thumb zones.

Key points

  • Mobile-first means speed, tap targets, and autofill.
  • TCPA consent is required for marketing texts.
  • Push opt-in must be contextual and capped.
  • Track retention and LTV, not just installs.
  • Cross-device attribution has limits.