Getting Started with Mobile Marketing

It doesn’t take another blog post from me on the importance of mobile to convince you that it’s a topic critical to your marketing strategy. I hope not, at least.

But for most people, the concept of mobile marketing is still a confusing one. It’s vague, and broad. And even though I know that I need to be thinking mobile, I’m not totally sure what that means.

When people talk about mobile marketing, they could be talking about any number of things. So let’s list them all here:

  1. Mobile websites – you should have a mobile version of your website, or build your website in a responsive design template, to attract and keep more people who are searching and browsing on their mobile devices.
  2. Email – email marketing is essentially a form of mobile marketing today. That’s because so many people are using their phones as their primary email consumption method. So you should make sure your emails are optimized for viewing on smartphones.
  3. Text messages – many companies now allow prospects and customers the ability to sign up for text message alerts. It’s referred to often as SMS marketing.
  4. Search marketing – search is more and more becoming a mobile activity. And if you’re advertising through Google or Bing, you need to be thinking about how your ads are targeting people searching on their phones and tablets.
  5. Native apps – companies are creating apps to reach people on tablets and smartphones in a more effective way. If your products or services lend themselves to an app, think about investing in one.
  6. Third Party apps – you can leverage popular apps that are already out there, like Snapchat, Instagram, or Facebook to attract people on their phones to your brand via advertising or organic participation.
  7. In-app ads – iAds is Apple’s advertising platform for iPhones and iPads and there are others like it for all devices. You can create banners that pop up while people are using apps to promote your brand.
  8. Location management – smart companies with brick and mortar locations are actively managing their locations on Google Maps, Yelp and other popular location-based sites to attract more people who are using their mobile devices to find places or products on the go.
  9. Telemarketing – there are specific rules around calling cell phones vs. landlines and if you’re in the telemarketing business, you need to know what they are.

Every company needs a mobile strategy. But that does not mean that every company needs to do all of the above. Pick the areas that are most important, that offer the biggest opportunity, and move forward. Do not let a lack of understanding hold you back any longer.