Devising a Mobile Marketing Strategy: What You Need to Know Now

By Tiffany Brown

What’s the difference between a mobile site and a mobile app? How is tablet and mobile marketing different? Does responsive design mean your computer knows what you are thinking about before you even search for it?

In the past month, I had the opportunity to listen to two highly engaging and well-versed speakers on the topic of mobile marketing: Michael Thomas, partner in the leading Reno-based full-service digital agency, Noble Studios, and Ivan Braiker, CEO of Hipcricket. Both presentations were eye-opening and filled with excellent advice. Below follows a summary of what you need to know now with regard to devising and optimizing a mobile marketing strategy for your business, whether you’re just getting started or already have a mobile strategy in place.

Laying the Groundwork for your Mobile Strategy

Thomas opened his presentation with a variety of eye-opening statistics that highlight the need for why you should have a mobile strategy now. For example, mobile devices are expected to surpass the world’s population by 2016, which is an 18-fold increase between 2011 and 2016. In fact, mobile handset sales overtook sales of PCs in 2012, more emails are being read on mobile devices than on desktops, and mobile browsing is expected to account for 50% of Web traffic by 2014. By 2015, brands will be generating 50% of their website sales through social media and Web platforms.

With the migration toward mobile, the obvious questions become: Is your site optimized for mobile? What does your customer’s experience look like when they view your website on their mobile phone? Does your website have the ability to accommodate the purchase journey via mobile?

To devise what mobile solution is right for your business, Thomas’ advice is to begin with first understanding the needs of your customer and then working backwards. He gave the example of a hotel chain that recently conducted customer research and, contrary to what they had expected, found that their customer’s moment of truth (the defining moment of their satisfaction with their hotel stay) came at the point when the guest slipped under the covers. To capitalize on a mobile strategy then, focus on the user experience: streamline customer interactions, take pain away from your customers, and use mobile as an opportunity to deepen the overall brand experience. Specifically, consider how can you make tasks and doing business easier for your customer. How can you use mobile to make the entire experience better?

When embarking on a mobile strategy, there are several options to consider other than just “building a mobile app,” which include:

  • Mobile Friendly
  • Mobile Design
  • Mobile Web App
  • Mobile Native App
  • Adaptive Design
  • Responsive Design

To view Thomas’ full presentation with more detail surrounding the above outlined options, click here. In short, Thomas recommends the following mobile equation: remember to make it convenient and make it fun to build a better brand experience that creates more customers and leads to larger revenues.

Optimizing Your Mobile Strategy

While Thomas spoke to the many ways a business can get their mobile strategy up off the ground and running, Braiker’s talk focused on tips optimizing your mobile strategy, illustrated through examples of the top notch work his company is conducting with leading brands across the country. Key takeaways from his talk included:

  • Integrate mobile into your overall marketing efforts for maximum impact
  • Focus on utility, relevance, location, and convenience to create the ultimate mobile experience
  • Increase brand recall via mobile through utilizing video, ads, apps, games and MMS

Braiker shared many examples of mobile campaigns that Hipcricket has implemented for its top level clients, representing some 225,000 mobile campaigns for brands ranging from Macy’s and MillerCoors to Clear Channel and Nestle.

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Tiffany Brown is a marketing professional with 10 years of experience working for global corporations such as CBRE, Trammell Crow Company, and Warner Bros. Pictures. Tiffany obtained a MBA with an emphasis in marketing from the University of Nevada, Reno, and a bachelor’s degree in journalism with an emphasis in public relations from California State University, Chico.