Do you have a mobile marketing strategy? by Kate Billinghurst
Mobile marketing is a major part of getting a brand message to consumers. It is important to come up with a strategy. This will help you better target your audience and get the results you desire.
There are some concerns about the return on investment provided by mobile marketing. You should have a strategy in place to make the most of it.
Mobile marketing is forming an increasingly important part of brand awareness plans for businesses, but worryingly, many companies are failing to formalise their strategy.
According to a report by the CMO Council, there are now six billion handset subscriptions in existence around the world, indicating just how important it is to come up with a well thought out and optimised mobile marketing strategy.
The organisation noted that mobile relationship management was the most investigated, tested and piloted marketing activity of 2012.
However, it discovered that just 16 per cent of companies have a mobile strategy in place when it comes to promoting their brand.
Problems standing in the way of mobile marketing
One of the major concerns about mobile marketing for small businesses is the difficulty of measuring its effectiveness, with over 550 senior brand executives noting that this is a barrier to their companies implementing a strategy going forward.
However, in the near future this issue could be a thing of the past, as comScore and Nielsen are both currently attempting to quantify the value of mobile advertising and marketing, which will give firms a better indication of their successes.
Another issue highlighted by marketers that took part in the survey, that is preventing the use of the mobile marketing within their company, is the lack of case studies demonstrating best practice.
Other problems include the ongoing fragmentation within mobile media, particularly when it comes to Android devices. The nature of the way Google offers the platform to various manufacturers means that they are often altered slightly to fit with the their needs.
This changes the operating system slightly, which makes it more difficult to get marketing and ads to work correctly on each device.
Despite the concerns about mobile marketing, it is still a medium that should be invested in and 2013 has started with a boom in terms of investment.
A rise in marketing focused on mobile devices has come about due to the rapid increase in consumers owning the latest smartphones and tablets, on the back of their popularity over Christmas.