How to make mobile part of your marketing strategy

Should you be worried that you don’t have an iPhone app? Do you know if you’re website works on a mobile? what about mobile SEO? It is very important for CEO’s and CMO’s to add mobile to their communications and marketing strategy.

The fact that most companies have yet to build a mobile website shows you are not alone and many companies want to know what they should do first.

• Build an app.
• Build a mobile strategy or
• Build a mobile website

Considering each approach …

Why Build a Mobile app

Answer Yes to these questions and you’ll know that building an app is right for you:

1. Is your company always first to market?
2. Do you want to get some PR effect?
3. Interested in winning a Mobile or Advertising industry Award

Developing an app for iPhone is the natural option for good PR or getting Marketing Awards. You can build apps and games for iPhones, Android, Nokia and many other smartphones.

Carefully consider too if you need to build an app for widescreen devices like the iPad or Smartphone netbooks.

Building a branded game or app for mobile is a good approach to complement a social media, viral or email campaign.

Develop a Marketing Strategy for Mobile

Want to understand mobile better, then consider how ‘mobile’ fits in your marketing mix. Could you get better PR? Leverage a viral campaign? Link mobile to your social media approach? Or want smartphone users to find your brand. I suggest you build a mobile website and look at your customer relationship marketing strategy.

Build a Mobile Website

Yes just do something. You can start by building a mobile friendly site, build an app and start to learn from them. Stay motivated and maybe expect the same results as the early web pioneers. Once you’ve done something you’ll still need to promote it.

So what were the 3 approaches to mobile marketing strategy again?

1. Build an App

2. Develop a Marketing Strategy plan

3. Build a mobile website

Of course whatever you do, you need to learn, get insights and leverage your stats tools, get feedback from customers and users and don’t expect to get to the top of the iTunes store unless you have a big budget.

Now tell me what you think?

Meet the author

Damien Saunders
An experienced management consultant and business leader interested in digital transformation, product centred design and scaled agile. If I'm not writing about living with UCTD (an autoimmune disease), I'm probably listening to music, reading a book or learning more about wine.
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