How Much Do You Know About Mobile Marketing?

1. Google analytics tracks mobile users who visit your website.

True

False

True. If you’ve installed Google Analytics on your website, simply select the “mobile” advanced segment to view information about the visitors who accessed your website via mobile.

Explanation

True. If you’ve installed Google Analytics on your website, simply select the “mobile” advanced segment to view information about the visitors who accessed your website via mobile.

2. Mobile Ads are currently not supported within Apps, only on the mobile web.

True

False

False. There are absolutely advertisements within mobile Apps and you can either choose to include Apps if you’re advertising with Google Adwords or choose not to include your ads in mobile apps. Either way, it’s important to understand this opportunity, as apps are a large part of the mobile landscape.

Explanation

False. There are absolutely advertisements within mobile Apps and you can either choose to include Apps if you’re advertising with Google Adwords or choose not to include your ads in mobile apps. Either way, it’s important to understand this opportunity, as apps are a large part of the mobile landscape.

3. A 2D code, also known as a QR code, is an image that is readable by a mobile device and that translates that code into a link. This obviates the need for the user to type out the url, so is being increasingly used for marketing purposes. What does this code look like?

It looks like HTML text, programming language for computers.

It’s an image, so it looks like a photograph.

Square black dots on a square white background.

Black lines of varying thicknesses on a white background.

It’s typically square black dots on a square white background, and its rise in the marketing world has been meteoric. Still, many people see these funny-looking images and still don’t know what they are. Every mobile marketer should be familiar with 2D, or Quick-response (QR) codes and how to use them.

Explanation

It’s typically square black dots on a square white background, and its rise in the marketing world has been meteoric. Still, many people see these funny-looking images and still don’t know what they are. Every mobile marketer should be familiar with 2D, or Quick-response (QR) codes and how to use them.

4. It's a good idea to use the same keywords for a mobile PPC campaign as you're using for a regular mobile campaign.

True

False

True. Keywords work the same way on mobile as they do elsewhere, so using the same keywords is a great place to start. You can then tweak which keywords you’re using as you see which keywords are working for mobile.

Explanation

True. Keywords work the same way on mobile as they do elsewhere, so using the same keywords is a great place to start. You can then tweak which keywords you’re using as you see which keywords are working for mobile.

5. It is possible for a company to trigger the sending of a text message to someone whose mobile device is detected within a certain physical radius.

True

False

True, but illegal in the United States

It’s true and it’s perfectly legal in the US. As more people carrying mobile devices with GPS, this practice is bound to increase in the coming years.

Explanation

It’s true and it’s perfectly legal in the US. As more people carrying mobile devices with GPS, this practice is bound to increase in the coming years.

6. Mobile-only sites, websites completely separate from your regular website that are dedicated exclusively for mobile users, are _____________________.

Industry standard and a best practice for everyone

Appropriate in some situations but not all

Never a good idea

Mobile-only sites are a good idea in certain situations, such as when you have a specific use case for them or when you are just dipping your toe into using the mobile web. But they present problems, such as limited utility, content sprawl and duplicate content, so they are not necessarily a best practice.

Explanation

Mobile-only sites are a good idea in certain situations, such as when you have a specific use case for them or when you are just dipping your toe into using the mobile web. But they present problems, such as limited utility, content sprawl and duplicate content, so they are not necessarily a best practice.

7. To do right now: Since you can't choose whether people read your emails on computers or mobile devices, it's best to optimize all your email for mobile, which means that your emails should contain no more than __________ column(s) of text.

One

Two

Three

: One column, preferably with a limited amount of text in total. Make all your email one column for easy reading on a mobile device.

Explanation

: One column, preferably with a limited amount of text in total. Make all your email one column for easy reading on a mobile device.

8. This allows users to post videos that are 6 seconds long. It's quite popular and using it for mobile PR can show that your company is on the cutting edge of current technology.

PitchEngine

Vine

Instagram

TourWrist

It’s Vine. While it may not seem like 6 seconds is long enough to make anything of value, Vine’s 200 million users as of prove otherwise. Especially valuable for the short-attention span mobile user, Vine is a mobile app marketers need to be aware of.

Explanation

It’s Vine. While it may not seem like 6 seconds is long enough to make anything of value, Vine’s 200 million users as of prove otherwise. Especially valuable for the short-attention span mobile user, Vine is a mobile app marketers need to be aware of.

9. When reporting on your mobile PPC campaigns, the Google AdWords report will NOT show you the clicks on the phone number. So how do you work around this to understand how many calls you've received from your PPC ads?

Estimate that an industry-standard 2% of all calls come from PPC ads.

Use a unique phone number for your PPC ads

Ask your callers whether they are calling via click-to-call

All of the Above are valid ways to report calls from PPC ads

A unique phone number is the way to track how many calls you’re getting from a certain ad. The estimate of 2% is completely fictitious, and asking your callers is nowhere near as reliable as setting up a unique phone number.

Explanation

A unique phone number is the way to track how many calls you’re getting from a certain ad. The estimate of 2% is completely fictitious, and asking your callers is nowhere near as reliable as setting up a unique phone number.

10. In order to make it easier for links in an email to be clicked using a mobile device, those links should be:

Clickable text

Buttons

Either clickable text or button is fine, as long as it’s separated apart from the rest of the email.

Neither. Users should not be prompted to click on anything in an email designed for mobile.

Buttons are good, and clickable text can work too. What’s most important is that anything clickable should be separated from everything else to make it easy for the mobile user to accurately click it with a finger.

Explanation

Buttons are good, and clickable text can work too. What’s most important is that anything clickable should be separated from everything else to make it easy for the mobile user to accurately click it with a finger.

11. Mobile searches, searches conducted on a mobile device, tend to be _____________

Location-driven

More urgent and action-oriented

Longer, more specific, and less thoroughly researched

All of the Above

All of the above are true about searches conducted on a mobile device. It’s important for the mobile marketer to understand the motivations and characteristics of the mobile searcher in order to most effectively meet their needs.

Explanation

All of the above are true about searches conducted on a mobile device. It’s important for the mobile marketer to understand the motivations and characteristics of the mobile searcher in order to most effectively meet their needs.

12. If your website is www.onlinemarketinginstitute.org and you create a website for mobile that is part of this website, but with an "m" prefix, such as "m.onlinemarketinginstitute.org", you're creating a __________________

M-site

Subdomain

Microsite

Style Sheet

It’s a subdomain. While commonly used today, many professionals recommend against it, mainly for SEO reasons.

Explanation

It’s a subdomain. While commonly used today, many professionals recommend against it, mainly for SEO reasons.

13. Fluid layouts, web designs that are flexible enough to be customized to certain-sized screens, such as laptops vs tablets vs mobile devices, are based on designing with __________ that can adapt to the available screen.

Pixels

Grids

Fonts

Frameworks

Fluid layouts are based on designing with grids. For example, use a 16-column grid for a laptop, a 12-column grid for a tablet, or a 4-column grid for a smartphone. Fluid layouts are one of the three components of responsive design.

Explanation

Fluid layouts are based on designing with grids. For example, use a 16-column grid for a laptop, a 12-column grid for a tablet, or a 4-column grid for a smartphone. Fluid layouts are one of the three components of responsive design.

14. The term that refers to alerting or messaging a prospect's smartphone when that prospect is within a certain physical space, is called __________________.

GeoTargeting

GeoFencing

Mobile Fencing

Mobile Tagging

It’s called geofencing and can be an extremely effective marketing tactic.

Explanation

It’s called geofencing and can be an extremely effective marketing tactic.

15. Instead of creating a duplicate website for mobile, it is preferable to use _____________ so that the version of your website that the user sees will depend on the device that he or she is using.

Cascading Style Sheets (CSS)

Inline Cascading Style Sheets (Inline CSS)

Both of the above, depending on functionality desired

Neither of the above

CSS, cascading style sheets, are the way to render your website differently for the mobile user. You’ll want to create at least 3 style sheets, one each for a desktap/laptop, a mobile device, and a tablet. CSS works by detecting what device a user is accessing from, and then redirecting that user to a certain style sheet. What CSS does is to specify a priority scheme that determines which style rules apply. Inline CSS, however, should not be used for mobile, as it overrides all other external CSS directions. Inline CSS is rarely used today, so it’s likely that it won’t even be a consideration.

Explanation

CSS, cascading style sheets, are the way to render your website differently for the mobile user. You’ll want to create at least 3 style sheets, one each for a desktap/laptop, a mobile device, and a tablet. CSS works by detecting what device a user is accessing from, and then redirecting that user to a certain style sheet. What CSS does is to specify a priority scheme that determines which style rules apply. Inline CSS, however, should not be used for mobile, as it overrides all other external CSS directions. Inline CSS is rarely used today, so it’s likely that it won’t even be a consideration.

16. The "God Spot" is the exact spot on a webpage that first draws the user's attention. On a desktop or laptop computer, that spot is on the top left of the page, whereas on a mobile device that spot is closer to the ____________

Top left, just like a laptop

Top Middle

Center Middle

Bottom Middle

The spot most likely to be seen and clicked on a mobile device is the bottom middle, most easily reachable with the user’s thumb. This impacts mobile design, as you should place your big button with a specific call to action in that spot for optimal performance

Explanation

The spot most likely to be seen and clicked on a mobile device is the bottom middle, most easily reachable with the user’s thumb. This impacts mobile design, as you should place your big button with a specific call to action in that spot for optimal performance