Mobile Marketing Strategy – do you have one?

October 12, 2011

Mobile Marketing Strategyby Justine Parsons

Mobile marketing is NOT Internet marketing on a smaller screen. The needs of mobile and desktop PC Internet users are different. Desktop users are typically in research mode gathering data while mobile users need instantaneous information to make decisions NOW.  Research shows that the majority of desktop searches are conducted over a one week period, while most mobile searches are concluded within minutes.

Mobile Internet users may want to know your phone number, your business hours, directions to your store, your menu or the brands you sell. They have neither the time nor patience to scroll through multiple large web pages to sift out the information they’re looking for. Mobile websites are clean, simple and easy to navigate. It takes considerable thought to design a site that will give mobile web surfers quick access to the information they’re most likely to need and want.

Tips on how to integrate your mobile marketing strategy:

Initiation of a mobile strategy should always begin with thinking about the basics: who, what, why and how. Start by asking yourself the following questions:

  1. Who are your customers and who are you trying to reach?
  2. Who will want to engage with your mobile content?
  3. What tasks and needs does your audience have?
  4. Why do your customers need information from you in a timely manner?
  5. Why do you need to create content to be viewed both in standard web browsers and on mobile devices?
  6. How will your target audience access your mobile content (which type of handheld device)?
  7. How will they use your content in their daily lives?
  8. How will you make your mobile content sticky and engaging?

A solid mobile strategy will include several ways to connect with consumers via their mobile devices. Text or Bluetooth messaging, marketing campaigns, mobile coupons and geo-location are all very different and provide assets that if used correctly will cover your basic mobile ecosystem.

Who can help?

Talk to your web designer, your communications provider and your marketing consultant.  Like social media, all aspects of your strategy need to work together in a seamless and integrated way to ensure you get the best results for your budget.  Most importantly, talk to your customers.  Consider a survey or focus groups to ask the above questions, involve them as you work towards your strategy – after all, these are the people whose approval you need to gain.

Additional reading

9 Tips for Optimizing Your Website for Mobile Users by Social Media Examiner

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