Today we’re proud to introduce a new content series from 3Seventy’s Andy Kennedy called “Mobile Mentor.”
While we focus mainly on reporting the news and covering the latest technology and startups that power the mobile marketing and advertising industries here on MMW, we also rely on industry insiders and thought leaders to provide in-depth, thoughtful analysis and insight into the mobile ecosystem. As such, the Mobile Mentor series will focus directly on how to build and maintain a true mobile strategy, as well as giving you the tools and thought streams necessary to execute a personalized strategy that’s right for your specific organization.
For the first installment of the series, we’ll be starting from the beginning in terms of planning your mobile strategy. . .
A practical approach to a mobile strategy
So you’ve been tasked with developing a mobile strategy. Maybe it’s for your organization or maybe it’s for your company’s biggest client. Whatever the case may be, the bottom line is that they want to increase revenue, drive frequency and extend their brand into the mobile space.
You think to yourself… “this isn’t so tough… Mobile is fun! I must be very lucky!”
It’s only once you’ve started to investigate some next steps the headache begins. First you talk to a couple of great technology companies who all have different opinions on the “best and most effective” entry into the mobile ecosystem. You are pitched a mobile app from one, a mobile website from another, and then an SMS campaign from a third. Prices are quoted everywhere from $5,000 to $500,000. Never in your life have you felt that you are being pulled in so many different directions. All of these mobile experts seem to think that their way is the only clear path to success, but very few can offer past metrics, ROI and hard facts other than what they borrowed from Mary Meeker.
…So… Now what?
Regardless of whether it’s for a client or for your own organization it can be a bit of a challenge to get things started or even define terms internally when it comes to scratching the surface of a mobile strategy.
The fact of the matter is that the proper approach to mobile marketing isn’t that much different from traditional marketing. You certainly don’t want to shoot first developing a piece of technology and then ask questions later. A good strategy will come together by first understanding your customer demographic and how it relates to the marketing objectives. From there you will be able to make educated recommendations on the best technology to start with. It is only after you define your audience’s channel of choice (SMS, Mobile Apps, Mobile Web) you can then confidently put your best foot forward and begin developing a plan to be proud of.