Mobile Monday: Week 7 – Marketing An App

Welcome to Mobile Monday, our weekly blog posting dedicated to providing readers with useful mobile marketing tips from Bob Bentz’s newest book “Relevance Raises Response.”shutterstock_283022702 (2)
Every Monday ATSmobile continues to grant readers a brief passage from one of the most essential marketing books available for purchase today.

For our seventh week, we’re focusing on“Marketing An App”where Bentz discusses fiscal responsibility between app developments vs. marketing the app itself, & the importance of utilizing social media for sharing an App.


While app store optimization is certainly important, marketers must not rely solely on promotion within the stores to maximize downloads.  There are over two million apps in the stores and finding a particular app is similar to finding the proverbial needle in the haystack, despite the best ASO efforts.

It is not easy to get consumers interested in downloading another app on their mobile phone when smartphone users are already using an average of 26.7 apps per month, according to a Nielsen study.  Too often, a company spends all of its money on developing an app and does not reserve any money for marketing the app.  That is a rookie mistake.  Don’t make it.

A company needs to have developed a structured marketing plan in advance of the release of the app.  It needs a plan to tell existing customers and prospects good reasons why they need the app and where the app can be downloaded.  It needs to evaluate all of its current marketing channels to determine which would be best for promoting an app.  Facebook, for instance, would probably be better for facilitating app downloads than outdoor advertising since a social media user is likely on her mobile phone already as opposed to a driver who is hopefully not on his phone.  Google AdMob might be the best place since it enables an app marketer to advertise within other apps that consumers have already downloaded.

There is no doubt about the power of creating buzz on social media for an app launch.  It is an important part of the initial publicity required.  And, nobody does app marketing better than Facebook which earns a significant part of its ad revenue from brands pushing app downloads.

Of course, internet advertising is not always the best source for app downloads.  If the app has a huge budget, it may very well be television that results in the most downloads.  Game of War did a great job of promoting its app with eye catching Kate Upton and Mariah Carey as the stars of the commercials.

Acquisition costs will not always be high priced efforts like the television advertising for Game of War.  Publicity is a major driver of new app downloads so use press releases and other public relations efforts to get the word out.  Include a social media blitz as well.  The ROI provided by public relations efforts will likely result in the best ROI of any of the promotional efforts.

When marketing an app, it is absolutely critical to get off to a quick start to break through the supply of apps in the app store.  If an app is buried below thousands of others in the rankings, it is going to be difficult to get found.  Therefore, app marketers must get the word out quickly about the app by using a high level of growth hacking or a large advertising budget in an attempt to gain a featured listing and benefit from organic downloads.  Downloads beget more downloads thanks to the viral effect of the purchase and the improved ASO.

Research from Localytics found an added bonus to advertising apps.  App users that were acquired as a result of being discovered via a mobile ad network were more likely to come back for multiple uses on the app than those that found it from an organic search on the app store.  This is likely due to the fact that the ad creative has done a good job in pre-selling users on the benefits of the app and that the advertising was highly targeted.

The viral effect of apps is an important phenomenon to take advantage of.  An app should encourage existing users to share the app with friends or on social media.  (Think Candy Crush.)  This is a great way to take advantage of the viral publicity that a mobile app can provide.

Another great way to drive traffic to an app is to find the URL of the app download in the iTunes or Google Play listing for the app.  Keep in mind, this is not the URL for the business, but the URL that is used by the app stores.  Then, when the business does content marketing on its own blog or on external sites, it can link to the app store URL listings.  The goal is to get multiple rankings on the search engines for the app.  Those rankings might be the page on the business website that promotes the app download and the app stores’ direct URL’s for the download.

For iPhone and Android apps, there are multiple countries where the app can be listed.  If an app makes its money on advertising, there is no reason not to list the app in all countries, especially populous countries like China and India.  The Apple App and Google Play stores are available in over a hundred countries so it makes sense to be listed in as many of them as necessary.  Of course, if the app has an ecommerce element to it, this may not be practical.

There are many secondary Android app stores and therefore many places where an Android app can be marketed.  Amazon, Kindle, Nook store from Barnes & Noble, AppBrain, and GetJar are a few alternate places where an Android app can be marketed in addition to its logical home base in the Google Play store.

There is a defined cost to acquire app downloads and it is measured by a Cost Per Install (CPI) index.  The CPI per vertical market varies, but according to Fiksu, it averages $2.98 per user in 2015 and it is rising every year as businesses expand their use of mobile advertising, thus driving CPI costs up.

You can purchase Relevance Raises Response at Amazon or at other fine online book stores.




by Bob Bentz

In 2014, I was given the honor of being named as an adjunct at the University of Denver.  I would be teaching its graduate level course in mobile marketing in the Communication Department of University College.

best marketing book

Relevance Raises Response is available at Amazon and at

The book that the university gave me as a text book was a good one, but it was four years old. While being four years old might not be much of a factor for a mathematics textbook, in the world of mobile marketing (which is only about ten years old), it was tremendously outdated.

So, to supplement the more recent developments, and to correct the things that were simply wrong, I began writing 10 to 15 pages per week to supplement the text book.  The response that I got from the students was terrific. They said they really liked reading my supplements and encouraged me to write a completely new text book for the class.  At the time, it seemed like a daunting task, but when I figured that I already had 150 pages written, expanding it to its current 355 page level didn’t seem impossible, even with a full-time job.

Writing the book became a labor of love for me and I wrote every night for two or three hours after coming home from work.  It took nine solid months of writing at night and during the weekends until I had what I thought was a good final product.

That was, until I hired an editor. Elizabeth Thornton was my editor and she took my copy and enhanced it tremendously. Not only did she correct the obvious typos and grammar errors (of which there were more than I’d like to admit), but more importantly, she made suggestions on how to better explain some of the concepts I wrote about. Even more important, she put me through a series of fact checks that put me under the same scrutiny as a presidential candidate. I’m certainly glad she did, because in some cases, I trusted my memory more than I should have. (Something that you should trust less and less with each year.)

Relevance Raises Response is a college text book, but it doesn’t really read like one. In fact, it is more of a How-To book than anything.  It gives you real life examples of how to create and operate a mobile marketing plan for your business or agency.

Mobile is your Digital DNA. The phone number you have today is the one that you will have for the rest of your life, regardless of what area code you may move to. It is the most intimate of devices that we own. In fact, even spouses don’t share their mobile phones, and most would feel their privacy was violated if they did.But, mobile is also the most powerful marketing medium ever invented. That’s because of its unprecedented ability in targeting the best possible prospects for your business that are in the right place, at the right time, and on the right device where they are most likely to buy.

What you’ll discover in this book are proven strategies for mobile marketing from an author that lives it every day.

You can purchase Relevance Raises Response at Amazon or at other fine online book stores.

Mobile Monday: Week 6 – Keywords

Welcome to Mobile Monday, our weekly blog posting dedicated to providing readers with useful mobile marketing tips from Bob Bentz’s newest book “Relevance Raises Response.”shutterstock_283022702 (2) Every Monday ATSmobile continues to grant readers a brief passage from one of the most essential marketing books available for purchase today.

For our sixth week, we’re focusing on “Keywords”where Bentz discusses SMS Strategies and the downside of auto-correct.


An SMS keyword is the word that a consumer sends to a phone number, usually to receive immediate information back, and often to opt-in to a database to be marketed to in the future.

In the previous example (Text RESULTS to 84444), the keyword is “results.” The customer would put the short code number (84444) in the space where she would normally insert the phone number. Then, the customer would insert “results” in the area where she would normally insert the message.

Choosing a keyword is an important step in your text message marketing strategy, because the keyword offers branding for your product offering. When it comes to choosing a keyword, a business should follow these tips, by choosing a keyword that:

  • brands the business or promotion.
  • is easy to remember to gain the viral pass-along effect from customers and employees.
  • is just one word to avoid problems with auto correct.
  • is easy to spell.
  • is not an acronym.
  • does not include numbers.
  • is as short as possible.
  • is not some “clever” spelling of a keyword.

The primary keyword that a business will want to reserve is its own name. This keyword will be the master keyword that is used continually for generating opt-ins. This permanent keyword should be printed everywhere–on business cards, literature, t-shirts, outdoor signage, menus, and anywhere else that makes sense. If the business name is difficult to spell, clever, or contains multiple words, it may be best just to go with a single word keyword that best identifies what the business does. If a business wants to understandably reserve its difficult to spell brand name as a keyword, it should also consider reserving the potential misspellings of that keyword.

Choosing the primary keyword is one of the most important things that a business will do in establishing its text message marketing plans. Often, businesses have common names and the keyword that the business wants may not be available. A second choice may be to pick the primary product that the business sells, but a keyword like “pizza” is likely not going to be available at an online shared short code provider. If the primary keyword a business wants is not available, it is possible for the business to choose an adjective that describes the business such as “tasty” or “hungry.”

In addition to the primary keyword, businesses are going to want to use different keywords for various promotions. Some of these promotions may be short-lived and the business will be able to retire those keywords after using them for the short term promotion. Others may be annual events and the business will retain those keywords in their online accounts, because if they are released, another business may pick them up. The advantage to using new keywords is that it will get your regular customers participating in your texting program again and a business can place those users into a different database which may be helpful in segmenting for future promotions.

One of the great things about an SMS strategy is that there is a tremendous viral advantage to it. If a person knows that their friend likes to get their coffee at Dunkin’ Donuts, they will pass along the keyword and short code to that friend. It is not unusual for a business to get 15-20% of its mobile coupon redemptions from viral sharing. But, the consumer may not remember to do so if the keyword, and the short code, is not easy to remember. So, it is always best to keep things simple when it comes to choosing a keyword and it is also best to use a memorable (vanity) short code.

Words that are compound words or two word keywords are also not good choices as keywords. A business might have the best cheesecake in the world, but “cheesecake” is not a very good keyword. That is because some people will spell cheesecake as two words (cheese cake) and some will intend to spell it as one word, but autocorrect “fixes” it for them. Automated SMS response systems cannot detect the user’s intent, only the exact spelling, so picking the wrong keyword could result in lost opt-in opportunities.

One memorable SMS promotion was a sweepstakes that gave away a trip to Hawaii. The advertiser chose the keyword “Hawaii.” Although a wonderful place, Hawaii is not a particularly easy word to spell. Moreover, some people include an apostrophe when spelling it. Hawaii was not a good choice as a keyword, because of the difficulty in spelling it. Acronyms such as “ATS” don’t make for good keywords either. That is because of that damn autocorrect which will inevitably try to change the acronym of your business keyword into a real word. Avoid numbers in keywords as well. It is confusing to think of texting a number to a number. But, more importantly there are that zero and “oh” thing. When it comes to texting, consumers don’t recognize what is a letter (O) and what is a number (0)!

Typing on a mobile phone is not easy. There are a lot of misspellings on the smaller screen of the mobile phone than on a desktop computer. Fat-finger misspellings are common problems on mobile. That is why using a short keyword is far better than a long keyword; there are simply less chance of a misspelling on a keyword with less letters.

Another poor idea is to use a clever use of a word as your keyword. A restaurant called “Finger Lickin’ Chickin’” may be a snappy name, but using “chickin” as a keyword is not a good idea. That is because a customer’s auto-correct is likely going to correct that word to the proper spelling of chicken.

One of the questions that is often asked is in regards to capitalization of keywords. Using caps or lower-case letters has no impact on the keyword so don’t worry about it. To make the keyword stand out, the best way to write a keyword in your advertisement is to use all capital letters, but if somebody uses lower case, the interactive text message will still work properly.

Some keywords are not available to a business. That is because the carriers have reserved those keywords already and they are not available on short codes. Keywords such as STOP, HELP, INFO, END, CANCEL, UNSUBSCRIBE, QUIT, and others are taken before the short code is activated in the marketplace.


How To Find Talented New Employeees (Even If They Aren’t Looking For A New Job)

Have you had difficulty with hiring qualified, professional employees? That’s probably because all of the ideal candidates are already employed by your competitors. They might not even know you are hiring because they aren’t actively searching the job boards, visiting your careers page or following you on social media. They are unaware of the benefits, sign on bonus or opportunities you have to offer. With mobile marketing, we can help you reach these people on their smartphones and tablets, even if they aren’t looking for a job.

We specialize in recruiting healthcare professionals (like Registered Nurses) and truck drivers. These are some of the toughest positions to fill because there aren’t enough experienced or qualified candidates to fill every position out there. We have had great success in recruiting for these types of position, as well as others. As long as you have an idea of your target audience, we can put your message on their mobile device.

Facebook, Google and other providers are collecting data on you and your target audience every time you post on social media, browse the web, open apps and go online shopping. We have access to all of this data, which allows us to deliver your ads to a pinpoint targeted group of people – and only these people.

Audience Targeting

We create three unique audiences that are applied to the geographic area you specify. These locations are generally corresponding to the zip codes of your locations, the surrounding area, and the geographic location of your competitors.

Below is an example of the audiences for a RN position.

  1. Job titles – Registered Nurse, Emergency Room Nurse, Nursing Manager
  2. Industry – Healthcare, Senior living, etc.
  3. Interests & Behaviors – American Nurses Association, critical care nursing, obstetrical nursing, etc (This becomes an extensive list)

Below is an example of the audiences for a truck driver position

  1. Job titles – Truck Driver, CDL Driver, Long Haul Driver
  2. Industry – Transportation & Moving
  3. Interests & Behaviors – Trucking, CDL, Semi-trailer (This becomes an extensive list)

Delivering Your Advertisements Through Social & Digital Ad Networks

We use programmatic ad buying so you never overpay for the placement of your ads. We also have access to top of the line inventory like, People Magazine’s site, local news stations and apps like Pandora. Your ads will be on the mobile websites and in the apps that your target audience accesses everyday.

When a person, who meets your unique demographics, interests and behavior criteria, logs into Facebook, he or she may be delivered your ad. It will look like a normal post in their newsfeed, except it will say “sponsored post”. Just like a normal post, the name of any of their friends who have liked the page will show up at the top. For example, it might say “John and Gina like Citi Trends”. Also similar to a normal Facebook post, the user can share, comment and like your ad. This allows your ad to be seen by more people because, if Molly shared your sponsored post, it will show in her friend’s newsfeed also.

Your ad will be placed in apps and on the mobile web via a mobile banner ad. The same data and specifications (demographic, interest and behavior) will be utilized to determine which which people will see your message.


Mobile marketing is unlike any other type of advertising. We can guarantee that your ads are in front of real people who care about your message. This means that none of your mobile ad budget is wasted. We can turn ads on and off any time you want. This is unlike television, radio or print advertisements. For example, if you have received too many great applicants, we can turn your campaign off until you can interview the first batch of potential employees. If you need to expand your list of applicants, we can turn your campaign back on. Your goal is fill your team with qualified employees. Our goal is to deliver ideal candidates.


Mobile Monday: Week 5 – Mcommerce

Welcome to Mobile Monday, our weekly blog posting dedicated to providing readers with useful mobile marketing tips from Bob Bentz’s newest book “Relevance Raises Response.” Every Monday ATSmobile continues to grant readers a brief passage from one of the most essential marketing books available for purchase today.shutterstock_283022702 (2)

For our fifth week, we’re focusing on “Mcommerce” where Bentz discusses responsive web design, online transactions and the smart phone becoming of greater use to people.


Everybody has heard of ecommerce, but considerably less people identify with mcommerce. Mcommerce is the selling and purchasing of goods and services through mobile devices, as opposed to traditional ecommerce which occurs on desktop devices.

To be clear, mcommerce is not a separate entity from ecommerce. It is actually a subset of ecommerce sales and it is calculated as part of ecommerce sales. Historically, if businesses could make a little extra selling goods on the small screen of the smartphone, that was great. Today, however, entire businesses such as Uber are mcommerce only platforms.

While mcommerce sales have a few years to go to catch ecommerce sales which make up two-thirds of all online sales in North America, the gap is clearly narrowing each year. There are several reasons for this.

  • Responsive and adaptive web design is now the norm for most mcommerce sites and this evolution has helped eliminate sites not being optimized for mobile — previously the biggest factor in making it difficult to shop on a smartphone.
  • Larger mobile screen sizes are becoming more commonplace. This includes not only tablets, but also phablets–the half tablet, half phone hybrid.
  • There is simply the greater use of the smartphone for everyday use and increased use of making purchases via mobile is one such use.
  • Over time, the public has shown increased confidence in making online transactions on a mobile phone.

Despite the increase in mcommerce sales, however, shoppers are still considerably more likely to make a purchase from a desktop than a mobile phone. This is not only true in overall purchases, but also in the percent of conversions from desktop compared to mobile. While the gap narrows every year, consumers are still more likely to want to make the actual purchase from a desktop.

There remains several reasons for mcommerce’s inability to match ecommerce sales figures. Consider the following:

The smaller screen and lack of a keyboard makes it more difficult to fill out a form and make a purchase. Just entering a 16 digit credit card number correctly without fat fingering any of the numbers is difficult to do on the first try.
A mobile phone is often not near wifi as opposed to a desktop which always has internet access.
Many mobile phones do not accept cookies so it is difficult to pre-fill some of the forms. There is one promising exception, however, as Safari mobile now offers pre-fill forms on its browser–an enhancement that should improve this factor.
Ecommerce sales offer credit card and Paypal payments. Mcommerce payments rely on mobile wallets which are still emerging in the USA.
Consumers have not been purchasing on mobile devices for as long as they have on desktop so there is still some reluctance to do so, especially by older customers.

Not surprisingly, when it comes to making purchases on mobile, tablets act more like laptops and desktops given their larger size. iPads convert best of all followed by Android tablets. Of smartphones, Androids convert to sales better than iPhones. This is surprising given the higher income levels of iPhone users, but Android also skews younger so that does give an edge to it when it comes to mobile sales conversions. In general, desktops tend to convert more often during working hours, but mobile takes over during leisure time.

When it comes to mcommerce, North America trails other countries in the percentage of online purchases made via mobile. In Japan and South Korea, more than half of all online transactions are made by mobile. Percent of purchases made by mobile in the United Kingdom are not far behind those of the Far Eastern countries. According to Forrester, it will take the USA until 2018 until half of its online sales are made via mcommerce. Japanese mobile consumers are over three times more likely to convert to a sale than USA consumers. If USA mobile conversion rates rose to those of Japan, the USA would account for over half of all mcommerce sales worldwide.

Opposite to what is going on in retail stores, mobile users visit online retailers more often and they buy more often, yet the average ticket sale is decreasing slightly on mobile. That is because mobile users are in a hurry when it comes to mcommerce and they are snacking on it often, but in shorter segments.


How To Drive More Traffic To A Retail Store

Social and mobile advertising are exceptionally powerful tool that can be utilized to reach your optimal consumers on their mobile device, whether it be a smartphone or tablet. We create and serve ads that are targeted to make an impression on your specific audience. Your message will be seen on social media platforms, like Facebook and Instagram, on the mobile web, through display and banner ads, and in the mobile applications that your targeted audience accesses everyday.


Converting impressions into leads is our top priority. Each advertisement will have a call to action, such as “Apply Today” or “Tap to Learn More”, which will encourage any consumers viewing the ad to tap or click on it. They will then be taken to a landing page, designed and hosted by our team, where we collect imperative information for you. This landing page is entirely customizable to meet the objectives of your campaign.

For a retail campaign, they can call, find the nearest location, see your hours, check off a few identifiers and/or provide their contact information for further follow up. After they submit the form, they receive an automated email and are entered into a database which you can access 24/7.

Our ultimate goal is to increase foot traffic for your retail stores. Your campaign can run for five or eight weeks. We recommend running two weeks on, one week off and two weeks on. If you’re running an eight week campaign, we go off another week and then add a final two weeks. Alternatively, your ads can run Wednesday night at 6pm until Monday at noon. With either schedule we use the time when the ads are inactive to perform all of our optimization.

We optimize your campaign by analyzing the data, refreshing the creative, updating offers and tweaking the targeting. This an essential step because we don’t want your campaign to fatigue. If people see the same ad too many times they become too blind to them and your ad loses its effectiveness. We also monitor your campaign daily to supply another level of optimization. If one ad is outperforming the others, we will move money away from the others and put it toward the better performing ad. We can make changes at any time during the middle of your campaign if you need to tweak a special deal, location, time specific information, etc.

How It Works

We create three custom audiences in your specific geographic area, usually corresponding to the zip codes of your store’s locations and surrounding areas. Below is an example of targeting for a hardware store.

  1. Job titles – Plumber, Contractor, Builder
  2. Industry – Construction & Extraction, Installation & Repair
  3. Interests & Behaviors – DIYers, new home owners, planning to remodel, etc. (This can be an extensive list)

We run three or four ads for each of these three audiences, which means you have nine to twelve ads running at any given time.

How The Ads Are Delivered – Facebook and Mobile Ad Networks

The ad unit will show up as a “sponsored post” in the Facebook news feed of anyone that meets the specific demo, interest and behavior criteria. If any of their friends already like the page, that sponsored post will include an intro that says “Mike and Sally like Contractor’s Guide”.

The average frequency is 2.65 ads per user. This means that the ad is delivered two or three times to people who meet the targeting criteria. People can like, comment on and share these ads just like a normal Facebook post. We report on these metrics weekly so you can get an idea of how people are engaging with your ads.

Mobile banner ads are delivered when someone opens an app or searches for something on a mobile device, either smartphone or tablet. The same demographics, as specified for the Facebook ads, are used to determine which apps your ads will be placed in. Banner ads are an effective way to build brand equity; when people see your banner ad they will be more likely to click on the corresponding Facebook ad when they see it.

A key component to mobile ads is our ability to advertise to people who are on their mobile device when at a competitor’s location, and those who are within a mile of one of your stores. We can also target people who have been in a competitor’s store within the past 30 days.

The Impact

Social and mobile advertising can have a huge impact on the number of people walking through your doors, making appointments, buying the products off of your shelves, or whatever your end goal may be. Take a look at the people around you next time you are out shopping or eating at a restaurant. You will see that mobile phones are glued to people’s hands. We can put your message on the screens of those who fit in your demographic.


Mobile Monday: Week 4 – Advantages of Mobile Marketing

Welcome to Mobile Monday, our weekly blog posting dedicated to providing readers with useful mobile marketing tips from Bob Bentz’s newest book “Relevance Raises Response.” shutterstock_283022702 (2)Every Monday ATSmobile continues to grant readers a brief passage from one of the most essential marketing books available for purchase today.

For our fourth week, we’re focusing on “Advantages of Mobile Marketing” where Bentz discusses Mass Reach and the immediacy of mobile marketing.


When it comes to mobile marketing, true engagement is when you connect with a consumer in such a way that it makes an impact on them to enable your business to generate a conversion or acquire a new customer. 


Much of the talk when it comes to mobile marketing is in its tremendous ability to provide laser focused marketing. And, while there is no doubt that targeting is one of its best weapons, the high penetration and mass market that mobile brings cannot be undervalued.

Do you know anybody who does not own a mobile phone anymore? Chances are, even your grandparents text and check their Facebook accounts on their mobile phones.


The days of brand building Mad Men style by Don Draper are over. While building brand recognition is still an important part of a marketing campaign, businesses want, and often insist on immediate results.

Mobile provides those immediate results. It is direct response marketing. A flash sale is a good example. Need to clear some inventory now? An SMS text message, app push message (message sent to those who have downloaded an app), or spontaneous mobile advertising campaign can do just that. Include an embedded link or tap through and an e-commerce sale can be made on the spot.


The mobile user is said to be “always on,” meaning that he or she can be reached 24/7/365. The consumer does not have to tune in to the radio or television show to see your message. That is because mobile is everywhere. Just look at the statistics of how many of us have our mobile phones within reach all day, even while sleeping.

Now, it is probably not a good idea to be sending an SMS text message or app push message in the middle of the night, but you get the idea. Your target market is available and does not have to do anything to receive your mobile message.

CLICK HERE to purchase a copy of “Relevance Raises Response” today where you’ll find more information on how to engage and acquire with Mobile Marketing.


Purplegator Offers Recruitment Solutions For Hiring Nurses

Did you know that the nursing shortage will grow to up to 260,000 Registered Nurses by 2025? Check out the video below to see how Purplegator can assist in your recruitment search by utilizing social and mobile advertising.

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