Top 10 Do’s And Don’ts Of Mobile Content Marketing
4. DO practice White-Hat SEO techniques when running non-paid search campaigns.
Because of their commercial nature, “organic” (non-paid) search results are subject to the same scrutiny as paid results. The messages you convey to consumers through site content (body, headers, titles, etc) influence the perception of the offer. Just as their paid counterparts, organic results can in no way deceive the consumer through false claims. Search engines frown upon keyword stuffing, cloaking, and content spam. Search engine crawlers like “clean” code.
4a. DON’T make mistakes that will bring down your quality score or ban you from an engine.
3. DO familiarize yourself with relevant regulatory guidelines
Despite some opinions to the contrary, ours’ is a heavily regulated industry. Government agencies such as the FTC, advocacy groups such as the Mobile Marketing Association (“MMA”), and State Attorney Generals oversee behavior in the online advertising space just as they do in the world of traditional media. Not surprisingly, the FTC’s “Guide Concerning the Use of the Term ‘Free’” and other special language have been around since 1971. Some links to become familiar with:
3a. FTC on ‘FREE’:
www.ftc.gov/bcp/guides/free.htm
3b. FTC Rules of the Road:
www.ftc.gov/bcp/conline/pubs/buspubs/ruleroad.shtm
3c. MMA Best Practices:
www.mmaglobal.com/bestpractices.pdf
2. DO read an ad network’s terms and conditions
Why do Terms and Conditions matter? Not only are these T&Cs a legally binding contract signed by you when you join an ad network, they reflect US Law and applicable Best Practices for a particular ad network. The FTC Act’s prohibition on “unfair or deceptive acts or practices” encompasses internet advertising, marketing and sales as much as it does to TV and Radio. In addition, many Commission rules and guides are not limited to any particular medium used to disseminate claims or advertising, and therefore, apply to all commercial online activities.
1. DO ask questions and communicate with your ad network staff and account managers
Communication and collaboration is critical. Work closely with partners and professionals at ad networks to understand offer-specific requirements and familiarize yourself with the regulatory aspects of the industry. When in doubt, put yourself in the consumer’s shoes and look at your marketing campaigns from the user’s perspective. And finally, realize that state and federal agencies have enforced and will continue to enforce relevant consumer protection laws. Offline or online, they will act to ensure that products and services are marketed truthfully.
Contributions made by Alex Krylov, AzoogleAds’ Compliance Manager, who plays a leading role in the company’s Integrity Assurance Program.
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Tags: ad-networks, florida-ag, FTC, keywords, mma, Mobile-Marketing, online-publishers, rules-and-regulations, search, SEO, social-networks and standard-practicesArticle Sponsor
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