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Mobile Marketing Requires Better Understanding

Mobile Marketing requires a better understandingMobile marketing presents as many perplexing terms and concepts as most other digital tactics such as social media marketing and search engine marketing. But just like social media and SEO, mobile marketing is really not much different than any marketing strategy or tactic. And just like any marketing tactic, understanding the medium is the key. With mobile marketing, this starts with becoming familiar with terms like SMS, Native Apps and mobile web and understanding their differences and associated costs. And once businesses gain this understanding, they are ready to apply long standing marketing principles to the platform.

Of the world’s 4 billion mobile phones in use, 1.08 BILLION are smartphones and over 75%, an amazing 3.05 billion are SMS enabled. Proof positive that mobile marketing has fully emerged as a must-do for all businesses, whether it be creative native apps, sending out marketing message via SMS, or the absolutely essential practice of producing a website that is responsive to mobile devices and their browsers.

Going beyond ensuring a responsive web design for mobile users to the world of native Apps and SMS can be a big leap, with nuances and costs that are often not well understood by the novice mobile marketer. It is imperative that you have a well planned strategy that not only focuses on the conventional understanding of your customers but also pays particular attention to their mobile usage including what kind of devices they are using, what version of operating system they are using and how engaged they are with their mobile device. These are easily learned by looking at Google Analytics. Even if your company is not serving a mobile user base at all, chances are, if nothing else, your mobile audience is attempting to access your website. Google Analytics provides insight into the proportion of users who are trying to access your website with the various mobile devices and their corresponding operating systems. You may want to also consider polling your website users to dig a little deeper into how they use their mobile devices from a consumer standpoint. The findings of all this easy research should determine what you do next.

You need to select the choice that is best for your target audience, but you also have to keep in mind your budget. If you find that there is no one dominant device representing an absolute majority of your mobile user base, and you want to create a nifty mobile app, you will be faced with the task of producing this mobile app for each device that has some significant usage among your users. While this may not sound daunting, it can be very expensive. While some streamlining is starting to develop, we are a long way off from being able to produce once, run anywhere. Developing an app for smartphones running Windows 7 is very different than the development of the same app for iOS. If your budget is not conducive to creating apps for each device and their respective versions of their operating systems, you are best to consider creating a web app that is adapted well for mobile screens. This can be done in ways that to the end-user makes it seem like a native app.

When it comes to SMS, there is no concern over types of devices messages are being sent to. However, messaging charges can get excessive. There are ways to control these costs as well, and the more familiar your firm becomes with mobile marketing, the more your firm will realize that you can find mobile marketing methods that can suit just about any price range.

While gaining cost understandings is very important, it is certainly not the only thing that needs to be considered. It is essential to also understand the benefits of mobile marketing – the main point being that like social media marketing, mobile marketing offers a far more personalized user experience. This personal experience should be properly realized as part of any mobile marketing tactic.

Remember that the reason most users access something from a mobile device is because of the convenience of having access to information, interactivity or a shopping experience in the palm of their hands. So, no matter how much your company plans on spending on its mobile marketing strategy, if the end product does not appeal to giving the end user what they want when they want it, the return on your company’s investment will be limited.


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2 comments on “Mobile Marketing Requires Better Understanding

  1. Good article Jon. Do you consider your site optimized for mobile? I just accessed it on my iPhone and zoomed in to make the article fill the width of the screen for easy reading. I’m used to doing that on many sites. Does that make them mobile friendly?

    • Jon Cogan on said:

      Thanks for the question Jake, and it’s a good one. There are different degrees of compatibility for mobile. The degree to which my site is optimized is what I would consider the minimum. It’s good in that you see the site and you can access everything there. It’s not perfect because you have to zoom in for readability and to access navigation. My site is designed and developed to build once, run anywhere. But there are sacrifices when taking that route, like the once I just mentioned. Ideally, my site would have a separate version that loaded upon detection of the mobile device accessing it. This version would have the proper typography and fit to screen for the mobile experience without requiring any index finger and thumb work from the end-user. 🙂

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