If you are in search of a good mobile marketing specialist to manage your mobile campaigns, then here are five skill you should look for (in my opinion). You can probably use some of these as interview questions. If you feel there is another essential quality or skills not listed here, please feel free to leave a comment. I don’t claim to be a know-it-all in mobile marketing, but if I were interviewing a candidate for an experienced mobile advertising campaign manager position, I’d want to be sure they knew the following. Here we go..
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#1 A Mobile Marketing Specialist should know how to track visitors coming to your website via mobile phones. If your mobile advertising manager intends to launch any mobile campaigns, they need a benchmark to compare results right? This is quite easy to setup using these 5 easy steps if you are using Google Analytics. Once a mobile traffic filter is setup, you will know which mobile platforms and mobile web browsers are driving the most traffic to your site.
#2 A mobile Specialist should know how to track mobile application downloads. Many people go directly to app stores to download their applications. Fortunately, most app stores allow you to link directly to specific applications so that they can be advertised on your own website or directly from your mobile campaigns. Clicking on that link launches the app store and goes directly to the download page. To record when someone clicks a direct link into an app store from your website, you need to use a link tracking technology from a mobile analytics company. A mobile advertising specialist should know how to set this up.
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Skill #3, a mobile advertising account manager should have experience creating and managing QR / 2D barcode campaigns. By using a QR code management platform, a mobile marketing manager can analyze useful information such as which channels (print, posters, magazines, flyers, etc.) deliver the best results. Your mobile lead should be familiar with a few QR code readers in the market.
The 4th skill is knowing which tools are available to help convert regular websites to mobile sites. There are a variety of tools available, some offer more flexibility and customization than others. Being able to customize mobile sites and test to see if conversions increase is essential.
The 5th skill is being able to evaluate mobile publishers and mobile ad networks across multiple metrics. Afterall, you want to get the best ROI for your investment right? Since a mobile campaign can have mutliple metrics like CTR, Enter Phone Number, Send to Friend, and Download Coupon, it can be challenging to try and determine which mobile publisher is the clear winner. Some mobile ad networks might generate awesome CTRs, but are very poor in other metrics. You can download a free tutorial from SmartDigitalSpending.com that shows you how to rank mobile ad networks across multiple metrics here.
Again, these are not skills set in stone. What is really important and cannot necessarily be determined in an interview is how well will your mobile marketing manager create, plan and execute mobile marketing campaigns that generate buzz, brand awareness, and good ROI for your clients? To know that, you better hope this candidate can bring a portfolio or examples of mobile campaigns he or she has worked on that produced great results.
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Thanks!
Eric Melchor, Founder – FoneGigs – The FIRST job board dedicated to Mobile Marketing and Mobile Application Developer Jobs.
