Below is a live blogging recap of the session “Marketing for Mobile Apps” featuring coverage from the session with speaker Peter Hamilton (pictured left), CMO of HasOffers.

Why is mobile important? And why should you know the impact that marketing your brand with the help of your affiliates is important?

Peter Hamilton, CMO of HasOffers, not only has answers, but has experience to share. He let us know that 2011  has been the year of mobile explosion.  In 2011, there were more cell phones than people on the planet and smart phones outpaced feature phones. What does that mean? More people are carrying devices capable of managing your brand application than ever – and the future is only going to be better.

Peter provided an interesting statistic that people download more than 65 apps to their phone and that the average time they spend on it can reach four and a half minutes! Compared to most time on a site, that is precious brand engagement time.

How was all that time leverage in the marketing realm? With over 1.4 billion in 2011 spent on mobile advertising. Why so much? Because mobile saw statistics like this: clicks up 711%, Requests up 698%, Revenues up 522%. These are all huge increases driven by mobile interaction.

Mobile Web vs. Mobile Apps

We all know that our sites are already available on mobile web, some of us even have mobile web optimized sites, so what is so appealing about an application? For starters, users prefer the usage and organization apps over mobile web. They also create an opportunity for customers to interact (aka “waste some time”) directly with your brand offline.

There is no shortage of mobile apps on the market. Sure, they started as video games like Angry birds, Farmville and the like, but strong brands are now on the market as well. With the likes of  The Washington Post, Wal-Mart, Target, eBay, Facebook, CNN, Marvel, Electronic Arts, and Sony who have brought the mainstream into play. These brands not only get interaction with their customer based on static content, but can – through the phones interactive features – involve them in tactile interaction as well, creating a whole new realm of possibilities.  But what does that increase? How about conversion rates. How about more accurate segmentation and targeted marketing? Users can be advertised to based on their exact location, based on GPS connectivity with the device.

Mobile apps are a lead gen capture tool that are more powerful than you may initially give credit for. They allow you to push notifications via the app, inform customers of geo specials, and get valuable interaction data. To be very clear though, all of the information that you need to gather needs to be clearly spelled out in your applications terms of service agreement.

Now where you would have gotten a lead, you get an app install. Where you get an email you get a phone number. Where you had a sale on site you get an in-app purchase, and where you used to do an email blast you can do real-time notifications.  All of these abilities have great payouts. High conversion rates, seamless branding experience, higher lead lifetime value, higher average order values, longer customer life.

If you’re still curious if this is going to help you. Check out your Google analytics and see how much traffic is coming from mobile – now compare that to last year.

Ok, so an app is worth it.  How do I get my app noticed? And after it is noticed, how do I track what engagements are out there? That’s where MobileAppTracking.com comes into play. After you have an app created and loaded into the Apple and Android markets, this service (costing a tiny .05 to .01 per install single fee) can now allow you to use your existing affiliate base as promoters for your new app.

Instantly this connects you to the core of your market and incentivizes your affiliates to help you acquire accounts and app downloads well beyond regular channel abilities.

The Key to the whole app though, is being able to leverage the information that they provide with a proper tracking soft ware.  With the FTC privacy concerns, and new legislation that is headed for the capital later this year you need to operate with someone that is already ahead of the game and in compliance with possible regulation. Mobile app tracking has that and an incredible ability to help you target your desired audience with laser precision.

Mobile and tablets are moving and will be set to soon out pace desktop computers.  It isn’t so much a matter of if anymore – but when. Sure HTML 5 is coming and it looks good, but the console experience you get from a mobile device is something a 21 inch monitor just can’t provide. Especially if you are looking at securing the future of your brand in and connecting with a younger, more tech savvy market.

The post Marketing for Mobile Apps #AMDays appeared first on Small Business Trends.

This is a live blogging summary of the session “Exploring the Pros & Cons of In-house & Outsourced Affiliate Program Management.

Karen has a unique perspective on deciding whether to have a dedicated in house manager or placing your affiliate program in the able hands of outsourced program managers (OPM’s). She has spent over five years as an in house program manager for Sherries Berries before deciding to move and open an OPM agency of her own that is now responsible for operating 8 programs and having had her team work on over a hundred.” Below is coverage during the session featuring speaker Karen Garcia (pictured left), CEO of GTO Management, an outsourced affiliate program management company.

EXPERTISE & EXPERIENCE

Choosing the right person is so important because affiliates will often choose a program to work with based on who is managing the program. A recent statistic found by AffStat.com showed that who manages the program is the third most important reason for joining and working closely with a program. Only brand and payout were a greater influence in that decision.

The first task at hand is finding a manager. In house managers that have experience in the field can be difficult to find and hire. Most dedicated managers really enjoy their positions and environment and aren’t likely to “jump ship” unless highly motivated.

OPM’s can be can be easily found and are ready to expand their client base.  An added perk to finding the correct OPM is that if your needs do not fit your business model, they have great relationships with other OPM’s and can direct you to them, lessening the time and resources you have involved in filling the position.

In house managers tend to be less experienced in the tasks required and need to be trained. Before they become proficient they will have a bit of a learning curve, as well as learning your own internal systems. An OPM will have the knowledge of their responsibilities and have the ability to make positive strides move on day one, thus lessening the time to sustained profitability of your program.

The only negative to an OPM is that after operating many programs, they have a routine and a way of doing things that will be very difficult for a merchant to alter. This is where an in house manager has an advantage. The merchant can mold this person into your perfect resource that fits the very specific needs of your niche. In house managers also tend to be passionate about their field, where an OPM needs to learn the specifics of your business to know where to make opportunities.

The experience of starting a program is easily handled by an OPM. They know not only the specifics that a company needs to have in place, but they also understand the competitive market for your business model, and can place your program in a visible location where many affiliates will find it worth promoting. Here is where a “new to the industry” in house manager will have to educate themselves on the specifics.

Fraud is an area where most in house managers have the advantage. Internally a manager can find fraud using reports that may not be shared with an OPM. Legal compliance though is an area where OPM’s are well versed. Compliance issues like the Amazon tax (a quick poll showed less than half the attendee’s of this session understood that law).

WORKFLOW

In house people can be pulled in many directions and not always able to devote time directly to the program. I myself have had these issues and can directly relate. OPM’s are laser focused on the program and can have multiple people working to accomplish a common goal. In house managers may wait for guidance, where OPM’s are highly self sufficient, and can make gains based on experience without needing to be told what to do.

Organized marketing efforts, however, will be better handled with in house managers. They are closer to the marketing team and can plan better if given the advanced knowledge while working as a team. OPM’s, if communication is poor, may be blindsided by marketing efforts and not have the time needed to relay the message and provide a united marketing front.

Lastly on the list of important factors are the hours that either of these options maintains. In house managers are working normal hours and are not often available for late night or weekend issues.  Some OPM’s maintain varied hours, depending on their needs, and can handle respectable off hour requests.  But it is important to make these points understood in their contract prior to operating with them.

COSTS INTERNALLY

Depending on your business model and size can you handle a salary, benefits, vacation, sick leave, work stations, training, etc. that are needed to have a dedicated in house manager? Or are you more able to provide a flat rate for an OPM retainer and performance bonuses? Remember OPM’s are 1099 and maintain their own benefits. OPM agencies might have multiple manpower resources available that can help establish a program and leave.

CONNECTIONS

In house managers have limited connections. They are typically new or recruited from another vertical, but OPM’s maintain an extensive list of affiliates from many verticals that will have many specific for your niche.

Overall, I think that these points provide great insight in helping make the decision of hiring an in house manager or an OPM.

The post Pros And Cons: In House, Outsourced Affiliate Program Management #AMDays appeared first on Small Business Trends.