Customize your mobile marketing strategy

[seanjones]

In the mobile marketing community, we talk a lot about how important it is for every business to have a mobile strategy. We continue to hear that many businesses simply aren’t taking advantage of mobile technology when it comes to mobile marketing. While this is true, it’s not entirely accurate. Sometimes meaningless statistics are being used to determine whether a company is using mobile marketing. Take for instance mobile ad spending. If a company is spending zero on mobile ads, then it is presumed that company isn’t engaging in mobile marketing.

In reality, there are many different ways to do mobile marketing and no two mobile marketing campaigns are the same. Some aspects of mobile marketing are pretty much recommended for anyone, others might work better for certain types of industries, and some can probably be disregarded altogether. So the next time you read an article from a mobile marketing company telling you what direction your businesses needs to go in, take it with a grain of salt. If you’re following the advice of every mobile marketing expert, you’re approaching mobile marketing the wrong way.

Do your own research

Mobile marketing companies say a lot of things. Not all of them are true. Statistics can be misleading and not all mobile marketing strategies will work for everyone. The best approach to take in regards to creating your business’s mobile marketing strategy is to do your own research. That doesn’t mean ignore the advice of experts, it means that you should analyze and look into it further. Determine if a certain strategy would work for your business. If you approach mobile marketing in this way, you will be able to develop a strategy that doesn’t break the bank but is still effective for your company.

Three things to remember

No matter how much or how little you want to do with mobile marketing, it’s important to remember these three things:

- Rely on analytics. Analytics tell you how your marketing strategy is working out. How much of the traffic on your website is coming from mobile devices. If it’s 5%, it might not be a good investment to develop a mobile website. If it’s 50%, then your decision is pretty easy. Analytics will guide you in knowing what areas of mobile marketing can benefit your business

- Ask, “Do my customers need this?” Today there’s a lot of pressure on businesses to create a mobile app. Research shows, however, that the average person only uses 15 apps per week. So unless your mobile app serves a very important purpose for your customers, it’s probably not worth the cost.

- Ask “Does it fit with my overall marketing plan?” If any proposed changes to your mobile marketing strategy are distracting from your overall marketing plan you may want to reconsider. Don’t fall into the trap of doing something just to do it. Make sure that every aspect of your mobile marketing strategy is cost effective and is serving a purpose.

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