Shifting sands: How the traffic gen landscaper has changed

The telemedia sector has undergone a significant transformation in user acquisition from heavy reliant on affiliate marketing to a focus on social media and Google. Paul Skeldon finds out why

In the early days of telemedia, affiliate marketing was a dominant force in driving traffic and user acquisition. This model cantered around partnerships between the mVAS provider or content owner (the merchant) and third-party entities (the affiliates). Affiliates, which could range from individual website owners and bloggers to larger media companies, would promote the mobile services or content through various online channels.

Merchants provide affiliates with unique links or tracking codes embedded in banners, text links, or other promotional materials and the affiliates are incentivised to drive traffic through commission-based models – typically getting paid on Cost Per Acquisition (CPA), Revenue Share or Cost Per Click (CPC).

Affiliates used a range of methods to attract users, such as display advertising, seach engine marketing,

email shots, content marketing around blogs and other content and SMS marketing. For example, a mobile games provider working with a gaming blog (the affiliate). The blog would feature reviews and articles about the games, embedding affiliate links. When a reader clicks on these links and installs the game, the blog earns a commission.

THE RISE OF SOCIAL MEDIA AND VIRAL TRAFFIC

While affiliate marketing still works well, the advent and rapid growth of social media platforms like Facebook, Instagram, X (formerly Twitter) and TikTok have fundamentally altered the traffic generation landscape for mVAS and mobile entertainment. These platforms offer direct access to vast and highly segmented user bases, enabling more targeted and engaging marketing efforts. Social media channels generate traffic in a wide range of ways. Typically it is through organic content, where entertainment content, behind the scenes insights, information posts and user generated content are all used to organically attract users to the mVAS offering. But there are other ways to leverage social. Paid social media advertising uses the platforms’ advertising features to reach specific demographics, interests and behaviours. This includes integrating visually appealing ads into users’ feeds, display ads and images, immersive full-screen ads and influencer marketing. Creating and nurturing online communities around the mVAS or entertainment content through Facebook groups, Discord servers can also help, with these communities driving organic traffic through engagement and word-of-mouth. And let’s not overlook direct links and calls to action. For example, a mobile video streaming service might share short, captivating clips of their shows on TikTok, with a link in the bio or within paid ads directing users to subscribe. They might also partner with popular lifestyle influencers to promote their content to a wider audience.

GOOGLE’S DOMINANCE

Despite the strong role played by social media – not to mention how affiliate marketing is still a viable way to drive traffic – Google remains an indispensable traffic source for mVAS and mobile entertainment providers, offering a powerful combination of search-driven intent and broad reach through its advertising network.

Google generates traffic in multiple ways, most notably through SEO, where the mVAS site or services is optimised through keywords. page layout and text use. Off-page optimisation, building authority through backlinks, is also key.

However, running paid ad campaigns on Google’s search results and display network is probably the most commonly used telemedia tactic for Google traffic generation. This allows for keyword ad targeting, audience targeting based on behaviour data and re-marketing, where ads are shown to users who have previously interacted with the mVAS provider in some way.

For example, a mobile music streaming app might optimize its website for keywords like “best music streaming apps” to attract organic traffic. Simultaneously, they could run Google Ads campaigns targeting users searching for specific music genres or artists, driving them directly to the app’s download page.

TRAFFIC GENERATION CHALLENGES

While each method offers significant benefits, they also come with their own set of challenges for mVAS and mobile entertainment providers. For affiliate marketing there are issues with quality control and ensuring that affiliates use ethical and brand-consistent promos.

Tracking conversions accuretly accross multiple channels and touchpoint can be challenging. Meanwhile, traffic volumes can be heavily reliant on the efforts of individual affiliates and some affiliate practices, particularly in sensitive areas like mVAS subscriptions, have faced regulatory scrutiny.

Social media isn’t immune to challenges. Social media platform algorithms frequently change, impacting organic reach and requiring constant adaptation of strategies. Competition for ad space on popular platforms can drive up advertising costs. Accurately measuring the return on investment for organic social media efforts can be difficult.

Standing out in crowded social feeds requires consistently creating high-quality and engaging content, while keeping users engaged and converting them into paying customers requires ongoing community management and content updates.

So what about Google? Ranking high in organic search results for competitive keywords can be a long and challenging process and Google’s search algorithms are constantly updated, requiring ongoing monitoring and adaptation of SEO strategies. Highly competitive keywords can have very high cost-per-click rates too and, as any user of the internet will tell you, users can become desensitised to online advertising impacting click through rates.

The future of traffic generation

Imagine a future where an mVAS provider uses AI to analyse a user’s social media activity and search history to deliver highly targeted video ads on TikTok featuring content they are likely to enjoy, with a seamless path to subscription. They might also partner with a niche gaming influencer on Twitch to promote their mobile games to a highly engaged audience. This future of traffic generation for mVAS and mobile entertainment is likely to be characterised by several key trends:

1. Increased Focus on Personalization: Leveraging data and AI to deliver more personalized content and advertising experiences that resonate with individual users.

2. Integration of Multiple Channels: A holistic approach that combines the strengths of social media, search engines, content marketing, and potentially a revitalized form of affiliate marketing (with greater emphasis on quality and transparency).

3. The Rise of Video and Interactive Content: Video content, particularly short-form video on platforms like TikTok and Instagram Reels, will continue to be a powerful driver of engagement and traffic. Interactive content formats like quizzes and polls can also enhance user engagement.

4. The Metaverse and Emerging Platforms: Exploring new traffic generation opportunities within emerging digital environments like the metaverse.

5. Emphasis on User Privacy and Data Ethics: Navigating the evolving landscape of user privacy regulations and building trust through transparent data practices.

6. AI-Powered Optimization: Utilizing artificial intelligence to automate and optimize traffic generation campaigns across various platforms.

7. Influencer Marketing Evolution: A shift towards more authentic and niche influencer partnerships with a focus on genuine engagement.