For companies looking to deepen their customer loyalty and their bottom line, the potential mobile holds is too big to ignore. Consumers expect to be able to engage with brands on their mobile devices.
While not every business needs a mobile app to meet consumer demand for mobile interactions with brands, every business does need a mobile marketing strategy.
Three fundamentals for building strong mobile marketing strategies are understanding your audience, defining the business objectives you're trying to achieve, and choosing the best mobile marketing channels to reach your audience.
To understand what your audience would respond to best on mobile, we consider what we know about how they interact with your brand today — and what we know about how they use mobile. Think through the customer experience with your brand, and find opportunities to provide value.
Users increasingly expect mobile-optimized, easy-to-use experiences with brands on mobile. And the always-on and on-the-go nature of mobile gives marketers the opportunity to deliver entertaining, informative and transactional messages and real-time experiences that are hyper-relevant for their audiences.
Which of your business objectives can mobile help you meet? How deep will your mobile marketing strategy go at this time, given your available resources? Will it be an add-on, or are you moving to a mobile-first approach?
Your answers to these kinds of questions will help you identify the best approach for getting started. Regardless of which mobile marketing tactics become part of your strategy, the key is to align your businesses needs with how your audience engages and interacts with mobile.
Mobile marketing strategies should leverage a number of different mobile marketing channels — using these channels in concert with each other, employing each one in service to both the user and your business goals.