Top 10 Do’s And Don’ts Of Mobile Content Marketing
9. DON’T promote content that is not offered by the Service Provider (Advertiser)
Not all artists, shows, albums and songs are licensed by Advertisers. Not all Advertisers carry the same content and publishers shouldn’t assume so. Check the Advertiser’s sites for new content, subscribe to their RSS feeds, and take advantage of content catalogues when they are made available to you.
8. DON’T use artist & album images without consent from the Advertiser
Even though Advertisers may offer hundreds of artists and albums as part of their value-added services, it is they who license the rights to use artist likeness, album covers and other intellectual property. Although publishers and ad networks are given the ability to market this content through some programs, the licenses themselves do not extend automatically. All publishers and networks should obtain special written permission from Advertisers to use copyrighted content. This is not an arbitrary requirement, it is the law.
7. DON’T spam users on social networks
Restrict the use of social and community sites for the distribution of your marketing. This includes blogs, forums, social networks and any other virtual environment not meant for commercial use. Yes, it’s a good idea to do legitimate media buys with these types of sites in order to market, but it is not a good idea to use profiles, comments and internal messaging for the distribution of ads. Why? Because the social networks literally say so in their Terms of Use, and will use all legal means to enforce their policies. Remember, all unsolicited electronic messages violate applicable anti-spam and resource abuse laws.
6. DON’T use high risk or prohibited distribution methods
Incentivized, “limited time” and other bait & switch tactics are not sustainable in the marketing of off-deck mobile content like ringtones. Forced clicks, referrer obfuscation, and domain targeting are also examples of nefarious practices. If an ad network, vendor or traffic broker has a reputation for running spyware-generated traffic, think twice before partnering with them.
6a. DO check out:
benedelman.org and affiliatefairplay.com for more information on Adware, Spyware and related commission fraud.
5. DO take care in the choice and placement of your keywords
Normally, bidding on a variety of keywords is fine so long as it meets the requirements of an ad network’s T&Cs and applicable search engine-specific guidelines. Trademark restrictions and some other concerns may apply, but there is no general prohibition against bidding on the term “FREE” (though Advertisers may have additional per-program requirements) – as long as it is modified as described above. It is the display that truly matters. Help yourself run compliant campaigns through the use of negative keyword lists, keyword permutation generators, and restrictive match settings. More likely than not, Advertisers will have offer-specific keyword blacklists that you should be mindful of when bidding.
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