There are a number of reasons why you should think seriously about implementing some form of mobile strategy into your marketing programme. Some of the top reasons for going mobile are:
Mobile marketing is cost effective
Mobile marketing can often be relatively inexpensive. For example, setting up an SMS campaign can be done on a reasonably small budget. However, larger projects, such as building mobile-ready sites or certain types of applications (such as augmented reality) will often call for high investment.
Mobile marketing is flexible
The opportunities offered through mobile marketing are numerous, ranging from SMS/MMS and mobile-search through to QR-codes and mobile-commerce sites.
Mobile marketing is uncomplicated
Much of mobile marketing is relatively easy to implement and understand, especially as various elements are becoming increasingly universal. Historically, marketers have had difficulty using mobile channels, due to the variety of handsets, platforms and operating systems. However, these are streamlining into only a handful of options, especially as key players claim dominance in the market, such as Apple’s iPhone platform or Google’s Android system.
Mobile marketing is long reaching
Mobile marketing enables the marketer to interact directly with potential or current customers on an enormous level, given the reach of the channel. With over 15m mobile media users in the UK alone and the mobile penetration rate being around 125%, the channel is fast becoming a means of communicating that can’t be ignored.
Mobile marketing is multi purpose
Mobile marketing is similar to social media in that it can cross over easily into other areas of a business, such as customer service.
Mobile marketing is Integrated
Mobile marketing can be easily integrated with most of an organisation’s other marketing activities, despite technically operating independently from other channels and marketing functions. For example, mobile websites generally do not tie in with standard website analytical technology. This effectively places mobile in its own functional silo, but it is still able to work as an effective marketing channel alongside complimentary digital strategies.
Mobile marketing is easy to analyse
Message delivery rates, response rates and sales conversions can all be tracked accurately through a mobile campaign, allowing maximum optimisation and understanding.
Where do I start with mobile marketing?
Start? You already have! By reading our blog you have already set the wheels in motion. But before you get any new project off the ground you have to think about two key factors: education and preparation.
Mobile Marketing Education
Now you have seen how mobile marketing can transform your business, it’s up to you to spread the word. Educate your colleagues and boss on how much impact it could have on your online strategy. But don’t stop there. Read our best practice guides and business case reports to find out more. And work out how mobile can integrate and support other marketing channels for the best results.
Mobile Marketing Preparation
This is one of the most important aspects of any mobile marketing project but probably the most overlooked. Without clear aims and objectives your campaign is doomed to failure before you even begin. So stop and ask yourself the questions outlined below.
Key mobile marketing considerations: five questions to ask yourself
- What are your objectives? What do you want to achieve? What are your long-term and short-term goals, in your marketing activities and within your business? By understanding this, you’ll be able form an effective mobile strategy.
- Which mobile marketing channel will be best for your business? Your choice of mobile channel is most likely to come from understanding your objectives. But you still need to question it further: will it be cost effective? Will it meet your objectives, or at least contribute to meeting them? Will it support other marketing activities? Will any marketing communications be consistent across your organisation?
- Who will be responsible? Whether you’re planning to run mobile activity internally, externally or both, you need to figure out who will be responsible for the planning, execution, reporting and optimisation of this. Which internal team is responsible depends on the mobile channel. For example, your web team might look after a mobile-ready site, but marketing is responsible for your QR campaign.
- How much money is needed? What kind of budget do you have for mobile marketing? Is this realistic against meeting your objectives? Will it cover your proposed mobile strategy? Is it enough to meet the costs of any outsourced suppliers? All these factors need to be taken into account when considering mobile budgets.
- What kind of response rates do you expect? Marketers need to be aware that engagement or response rates will vary depending on both the mobile channel and the campaign itself. Carefully implemented optimisation will help, though. For example, mobile paid search can be enhanced by including a click-to-call phone number, instead of redirecting to a website. The flip-side is that you need to ensure you have the resources to be able to deal with elements such as this.
